From talking to colleagues in the design field, it sounds as though the title "Graphic Designer" is expanding to include tons of other responsibilities in areas as varied as e-mail deployment, marketing, and print and online production. Perhaps in the down economy, clients are looking to make their dollar go further and are willing to pay for designers who offer a one-stop-shop approach to projects.
A lot of graphic designers out there today offer a hybrid blend of complimentary skill sets. I've interviewed three designers - Jen, Joe and Scott- who also include business management, illustration, web design, photography and print production among their specialties. They shared their thoughts on and whether it is beneficial for designers to stick to what they do best, or to market themselves to promote their other varied skills. Check out some of the highlights from our conversation below: 1. Do you think that graphic designers need to have a more hybrid set of skills today to land clients and get the job done? Jen: "In general, I think graphic designers need to work on their skills in interacting with people. ... There should be open communication for both the designer and the client to understand what is expected and desired." Joe: "I don't think you necessarily need a hybrid set of skills to land jobs. Granted you'll have to work double time to land a client if you localize your skill set. ... Chances are the client that hires a print designer to design print and nothing else, is going to be a better work experience [for the designer] than the client that hires a print designer to design print and then write or edit copy." Scott: "For most of us it is definitely necessary to span multiple areas -- that gives you added value. But most people are really only good at a one or two main things, and just say they can do it all. However, I think designers learn a lot of extra skills inherently, not just because they have to. If they're good designers then they're tech savvy, so they're generally good at figuring out tools on the web, they're in tune with societal trends and should know what people like, so they're pretty good marketers, and they're clever, so they should be able to come up with some snappy taglines and copy. And on top of that, every project they work on is a little different, so they learn new things and problem solve all the time, so they do tend to develop a wide variety of skills." 2. How have you contributed to a recent job with more than just design? Joe: "I've done work where I not only had to design the front-end of a website, but do back-end work as well for the client. I feel like I would have been more comfortable on the job if I was working with someone more adept in coding and back-end development, and not just working alone, with my limited knowledge base." 3. Do you think designers can also be good copywriters, too? Jen: "Most designers, no! They do not have copywriting skills. It goes back to the designer's interest. ... Does the designer actually pay attention to the message? Design is not [just] art - it is structure. Clearly putting forth ideas so that the reader/viewer can glean the proposed message." Scott: "I think designers can be good copywriters. Designers are supposed to know what is appealing and catchy, and they're supposed to know how to simplify and focus an idea to its most readable essence." 4. Is marketing strategy something that comes into play when you work with clients? Scott: "No matter what you're making for clients (logo, website, signage, etc.) you have to consider how it's being presented and to whom it's being presented. Certain decisions have to be made depending on how the designs will be implemented. Things like target demographics and outreach method (TV, web, e-mail, flyer ...) dictate everything. Typically, the marketing strategy of a company is decided before the designer is hired, so they know exactly what they need the designer for. But with a small company or individual client, it's possible for the designer to get in on the strategy as a consultant, and if the designer can get paid for marketing ideas and execution, then that's great." 5. Any advice for those just starting their own design business about what kinds of services they might need to offer beyond pure design? Jen: "If designers have marketing skills and/or copywriting skills then those skills should be promoted. It is one more value that they have to offer their clients. ... In my opinion, designers should learn a variety of skills and offer that skill set to the client. Joe: "I think you're likely to get more respect as a designer, if you don't display yourself as someone who has a set of skills a mile wide and a foot deep. I would say that beyond pure design, it's a good idea to know the production side. For example, how to make what your design into a reality, be it in print or on the web." Scott: "The biggest thing designers can offer is a full follow through and implementation of their work. If a designer makes a logo, then they should put it on letterhead. If they are hired to strategize about what magazines to advertise in, then they should contact the magazine for placement. Whatever their design specialty (product design or flash animation or branding/marketing) they should think of every context that their work can fit into and try to offer a service for getting it there. Beyond pure design, I think the most important thing is integration and implementation."
No comments yet.