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There’s a whimsical aura around the graphic design profession, and it’s easy to see why. Imaginative, inventive and inspiring, it’s an industry that, in our experience, when we tell people what we do, generally provokes a ‘wow’ reaction. I like to call it the ‘firework effect’. (If you’ve ever been to an impressive fireworks display, you’ll have heard the kind of ‘Oooooos’ ‘ahhhhs’ and ‘wows’ that I mean).
What exactly is it about graphic design that gets people so excited?
I’ve had a lot of fireworks moments recently, and it’s got me thinking… what exactly is it about graphic design that gets people so excited? And more importantly, are they excited for the right reasons?
It goes without saying that designers are creative, which makes us an intriguing bunch. We’re ideas people (and who doesn’t love a good idea). But this implies that a designer is simply someone responsible for the company’s décor, and graphic design is far more grown-up than that. So lets dig deeper…
There are a host of C words that can be used to describe a graphic designer… As well as being creative, graphic designers are curious. They are challengers, contextualisers and communicators. But most importantly, the very best graphic designers have commercial nous too.
And that (in our opinion) is what makes what we do exciting. (When we get a new creative brief that could transform a business, we’re even guilty of having our own ‘Ooooooo’ moments.)
Graphic designers have a significant influence. They are strategic thinkers who possess the unique ability to shift how a brand is perceived, helping businesses connect with their target audience, raise brand profile, and ultimately drive sales. That’s right – far from just making something look good, graphic designers have a real (and valuable) strategic bearing on the business.
Not to be underestimated, the very best graphic designers take the time to understand the way a business works. They’ll get to grips with the objectives, and then they focus and tailor their work accordingly. They adopt a grown-up approach to solving a real business challenge, and they always have results in mind.
Strategic graphic designers can conduct a detailed analysis. As well as understanding your business, they work towards gaining a deeper understanding of consumer tastes and needs. They look for patterns in behaviour and make calculated decisions to ensure their creativity delivers the best customer experience.
They are also avid planners who work tirelessly to develop inventive new ways to enhance brand image, promote sales and build consumer loyalty – bringing businesses and their customers closer while weaving their magic to maximise profits.
It’s should come as no surprise that the most successful businesses have design innovation at their heart. Graphic designers can help bridge the gap between being a good business and being a great business. Far from just ‘pushing pixels’ and focusing on aesthetics, your designer may well be amongst your greatest business assets. So next time you approach yours with a view to asking them to ‘pretty this up’ or ‘make this look nice’, don’t underestimate the value of their contribution.
Give them the freedom to earn that ‘firework effect’ on behalf of your business. You’ll be glad you did.
Let's get straight to it. Design isn't just about making things look pretty (though we're rather good at that).
Let's get straight to it. Design isn't just about making things look pretty (though we're rather good at that).