An Oft Misunderstood Profession

Since the conceptual nature of the graphic design process generates confusion over the designer’s role I thought I’d take a few moments to give it a little attention. After all, how are clients to know when they need me if they’re unsure what to expect?

Do I make business cards, brochures, and the like? Yes, but I don’t physically ‘make’ them. I create the digital artwork and send it to print service providers. They’re the ones with the big presses to handle that part of the process. But, they do need artwork to print. That’s where I come in. As a designer I create designs! I prepare a creative brief full of details that will guide my design to have a strong visual voice for my client’s project.

Have you heard the story about the young graphic designer who’s trying to explain his job to his grandmother? No? Well, in this story the grandmother is somewhat confused about just what it is that her grandchild does and why credit is claimed for all these other people’s work. I’ve put a portion of it below to give you some idea of what took place. I found it funny because I can relate to the designer’s predicament. I hope it adds a little clarity to my “oft misunderstood profession”.

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“Grandmother, you were asking me about what I do. I’m a graphic designer, and I designed this project.”

Pointing to the photograph in the design, the grandmother asks, “Did you take that picture?” “No, Grandmother, I didn’t take it, but I planned it, chose the photographer, helped select the models, assisted in setting it up, art directed the shooting session, chose which shot to use, and cropped the picture.”

“Did you write what it says then?” “Well, no,” the designer replies. “But I did brainstorm with the copywriter to develop the concept.”

“Well, did you draw this little picture down in the corner?” “No, but I selected the illustrator, told her what needed to be drawn, and decided where to put it and how big to make it.”…….

====== Excerpt from “Type & Image” by Philip B. Meggs