2009
Busting the myths: what Graphic Design ISN’T
For a bit of fun I’ve put together a list of things that Graphic Design Isn’t, based on my own experiences and those of others. I hope this will be helpful for designers and clients alike.
Design isn’t free
Asking a designer for a few concepts before committing to hire them is like asking a clothing boutique if you can take a garment home and wear it for a while before deciding if you’ll pay for it. No store would agree to it, and with good reason: there’s no guarantee you’d ever return to pay for the goods. A designer who provides design concepts without a signed contract is at risk of losing their ideas: the prospective client could easily take those concepts elsewhere. Always get a signed contract first, and better still get a down payment too.
Design isn’t copying
It’s reasonable (and often very helpful) when a client gives examples of designs they like and which have a similar feel to what they’re seeking for their design brief. It’s not reasonable when a client provides a design and asks for a designer to create exactly the same thing for them. Don’t ever be tempted to lift another designer’s work, whether you’ve been asked to or not.
Design isn’t random
Every time a prospective client approaches a designer, it’s because they have a problem which needs a solution. This statement underpins all professional design work. Working out the right design isn’t a matter of going with your favourite colour, or some fashionable patterns you found last week. It takes research into the client’s field, their target market and how the design is to be viewed. The right design may not necessarily be beautiful, but it does have to be effective at getting the message across.
Design isn’t IT
This one may not surface very often, but it has for me. A few years ago I worked on a design brief for a group of people who referred to me as the “IT person” throughout. I found them great to work with: very communicative and cooperative, except that my explanations that I was a graphic designer (with no IT training) went unheard. I’ve also occasionally encountered a client who, in the course of a meeting, asks me to help sort out the problems with their email program or their internet connection. Usually these requests come from someone who, again, doesn’t understand where the designer’s role starts and ends, only that you’re a person who is “good with computers”. It’s best to politely decline, and explain that your role doesn’t extend to technical support for their software or hardware.
Design isn’t web hosting
For that matter, design also isn’t printing, marketing, internet security, SEO, or other services which naturally follow on from design. Some designers do offer one or more of these as a supplementary service. However, for the most part, these services will be referred to a third party (e.g. a printing house, web hosting company or SEO firm) and no responsibility for these falls on the designer.
Design isn’t copywriting
Designers rely on their clients to provide any text required for the design brief. The text may be drafted by the client themselves or by a professional copywriter. Unless otherwise negotiated, the designer doesn’t provide copywriting or proofreading services. It may be prudent to include this in the contract or Terms of Service signed at the beginning of the design job.
Design isn’t a hobby
This isn’t to say that aspects of design may not be a hobby for some people. My point is that graphic design is a profession, with a skill set that requires training, and a good understanding of established techniques and rules. It deserves respect and should be treated accordingly.
Design isn’t neat software
Photoshop is a very popular piece of software. It’s also easy to pick up the basics through night classes, books or tutorials online. Having a grasp on some powerful graphics software (I mention Photoshop simply as an example) isn’t enough to qualify someone as a fully fledged designer, though. Professional designers make use of a range of graphics programs, and know which is/are appropriate for a given design job; they understand how to take a design concept and prepare it for publication (print or screen); and very often the major conceptual work for a design is carried out well away from a computer, using a pencil and sketchbook. These days graphic designers are trained in the use of software programs, but these are just one component in the many tools of the profession.
Design isn’t clip art
If you’re skimming this article, I’ll cut to the chase: don’t ever use clip art in a professional design. If you’re a client, don’t accept the use of clip art in a design.
Design uses a whole range of different materials from varying sources. In some cases, photography or illustrations may be commissioned specially for a design brief. In other instances, stock images may be used (I will be talking more about this in an upcoming post). Stock images are photographs or illustrations obtained from a stock library. There are many stock libraries to be found online, offering a broad range of licensing arrangements for their images. Clip art images may come bundled with software you already own, but in design terms they represent the lowest common denominator of image use. There are so many sources of images which are far superior, even for a low budget, that there’s no reason to use clip art. In particular, the use of clip art to create a logo is fraudulent; it’s certainly not original design work.
Design isn’t filling up all of the space
One of the fundamentals of good design is balance, and a key aspect of balance in design is working with negative space. This means leaving an empty space or spaces in the design, in order to emphasise other details elsewhere. Negative space is also important for making a design easier to read and take in. It’s visually powerful and utilised in graphic design everywhere you look: from packaging to magazines, billboards and television advertising.
If a client asks for all of the space to be filled up, ask them why. Sometimes it’s unavoidable (this is usually when there is a lot of content to be placed in a small space, like on a toothpaste tube). Otherwise, if it can be avoided it should be.
Design isn’t an afterthought
The value of good design cannot be understated. It can get a company noticed, make them stand out from the competition, provide professional credibility, or it can be one of the foundations of their brand identity. Good design is a legitimate investment in a company’s future. The best clients are the ones who understand the value that a well-researched and well-executed design brings them.
What else would you add to the list of Design Isn’ts?
Other posts you may find interesting:
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← Older CommentsAs someone who has graphic designers on staff this is a great article and helps me see it from the other side of the coin. I’m a web developer who has a passion for design, but I am no graphic designer. That’s what I leave to the pros.
Great article!
Thank you for eveything and i mean it
i was just doing work now and i came across your site
made me understand a lot of things as i had the same kind of experience but less drama lol
i wish i had this site a year ago :)
It also isn’t Web Design. You can always tell when a graphic designer tried to build a web site
Thank you. I will reference this list to all. I’ve been doing this 12 years and the kind of respect I get from inquiring businesses borders on a game I play called “How hard can I bite my tongue before I snap?” I mean it. Lately, I’ve found more reasons to make money being homeless than to be a designer. You will be referenced left and right.
Absolutely fantastic article. I wish everyone in the general populous could read this article. In all fairness, it’s not their fault; most people just don’t know. We don’t educate kids in design growing up in the American education system like we educate them in math or history. I imagine it is too much too hope for to think that the arts will ever take a forefront position to other programs that are cut from schools.
Design isn’t decoration
I agree with you that design isn’t just anything you have written, good design give values and credibility to a company. I really like this article and I like your point of view. thanks…
a good read
thanks for putting in words what i myself cant
I’d first like to quote Steve Jobs:
“Design isn’t just what it looks like and feels like. Design is how it works.”
Furthermore I must say that, unfortunately, it helps to have expertise in some of the other stuff too (e.g. web design, IT, marketing, ‚Ķ). That’s just how the “real world” works :-! Regarding this fact, the post of your title should be:
“Busting the myths: what Graphic Design SHOULDN’T BE”
Finally I’d like to compliment you with this superb article. It couldn’t be described any better and I‚Äôll be referring it many times. Thanks!
Just perfectly said — thank you. I’ve so tried so hard to phrase it properly to my clients – and you have just provided the perfect way to say it and how to educate difficult clients.
Ha ha ha! Nice post you got there. Can relate but my case was kinda opposite. I prefer to call myself web consultant instead of web designer because I’m not really much into designs. I’m more into CMS, functionality and cross browser compatibility (somehow an IT person), and I’m having difficulty when my standards of beauty are not at par with my clients.
Hello Tracey,
After reading this, I can tell you are a true designer by nature. Everything you have mentioned here, I have come across a time or two. The only thing I can add is that design isn’t a debate. The clients sister in law does not know what would make it look better because she took a scrapbooking class last Wednesday. The client should leave the art to the artist. That is why they hire us, isn’t it? If sis-n-law could have done it, they wouldn’t be spending money on us.Usually the artist’s first impression is the one to go with. That can’t be debated. Very deep post.
Yours truly….
THE WEB DESIGNER
Chance Lay
Design is not “improved” by getting “opinions” from clients’ wife, husband, parents, aunt, uncle . . . ; or by letting the 8-year-old-next-door—as lovely as she is—”have a go at it.”
: )
—SVS-NS
You’re right Tim! You can tell! A web site designed by a GD always looks great but functions (code wise) like crap while a Web Designer can make a website function wonderfully but make it look stale and boring….
Sorry, just had to poke a little fun at that! ;)
Hi Tracey
Wonderful post. I wish all clients would read this, both for their sake and mine!
Yeah a common question I get when I tell people I’m a designer.. “Oh you’re a designer, you must know everything about computers. Can fix my hotmail, I can’t login?”
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Agree with most of it.
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Great article. I liked my graphic design teacher said we are not secretaries. You no the type who type up letters throw in a clip art picture and think its graphic design all in a matter of 20 seconds. No offence to secretarial people they no word processing but they are not graphic designers.
We are artists.
Thanks. This is great. I have run into so many of these with my own clients!
Very nice write! Love it. This speaks for almost all corners of being a designer! Keep it up!
ps: I don’t understand why some clients are shopping for designers and then told each one of these designers that “my nephew can do it in 17 minutes in ms word”. Why don’t they ask the nephew to do it then?
.-= Firdouss´s last blog ..Thinking of buying the iPad? Why don’t you try out web surfing on it before you do? =-.
I just found this article, and I think it’s great! I find that a lot of these apply to illustration as well. I can’t count how many times someone has come to me asking for a “quick” and “simple” design or illustration for free, that because they think you have talent or do it for a hobby, it’s easy for you and wouldn’t mind doing it “pro bono.” I agree with Tamixes up there–NOTHING IS EVER SIMPLE, EVER.
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