- I hope we've established that graphic designers
are an integral part of a business's success.
The most successful relationships
with a designer are collaborative.
Graphic designers are remarkably skilled
at taking complex issues and re-defining them
into digestible pieces.
Understanding what the designer's role is and isn't
will help manage the relationship successfully.
A graphic designer's role is, at its core,
to communicate the client's message to
the right audience successfully.
This is possible by understanding the brand,
competition, possible audiences, and message.
Reaching this goal is different for every client,
as every project is unique to a specific set of issues.
Good graphic designers should be more concerned
about the best way to communicate correct messages
rather than making something cool, pretty or purple.
It's the designer's job to work with a client
to determine what the brand message is
and if that message is the right one.
Once this has been determined,
the designer's responsible for evaluating the competition
and helping to define a unique
selling proposition to the message.
He or she should work with you to evaluate
your current audience and who the audience should be.
From this information, the designer will produce
the solution that addresses the needs of the project.
It's up to the designer to suggest
the best vehicle for the message.
Perhaps a website is the better way to communicate
to the audience, rather than a brochure.
The designer will either work alone or with others.
He or she is not a writer
and may suggest a copywriter for the content.
The designer is also not the photographer or illustrator.
In some instances, I've used my own illustrations
or photos, but only because they fit the project.
Your designer should suggest and coordinate
the work with these suppliers
and the designer is not the printer or developer.
He or she will find a printer
and coordinate estimates for you.
Some designers, both design and code websites,
but many have a developer they trust and work with them.
The role of the graphic designer is a conductor.
He or she helps determine the message,
medium and execution working with different disciplines.
The designer should keep all the trains
running on time and make sure
they are all on the right track.