by Karen Duvall

Created on: July 05, 2009

A graphic designer's job is extremely diverse, but our main objective is to solve problems. Whether we're designing for print or the web, our clients depend on us to deliver a message that's not only pleasing to the eye, it must also sell a product, promote a service, explain how something works, illustrate a business objective, or offer a variety of other solutions that could benefit from a visual boost. Actions speak louder than words, and visual presentation can make those actions speak even louder.

I've been a professional graphic designer for over thirty years, and within that time have experienced changes in the industry that have made me more productive. Thanks to new technology, I can now offer better solutions to my clients. What once took hours to accomplish now takes only minutes, sometimes seconds, so it would appear my job has gotten easier. Not necessarily.

Expectations of a professional designer are greater than ever. An aptitude for good design continues to be the main criteria, but proficiency in complex yet critical graphics software is vital. Being computer savvy is one thing, but applying expert skills to solve graphic problems is still a challenge. That part of the job will never change.

Let's say a client comes to me with a photo for an ad selling toothpaste. It features a lovely model with beautiful hair, a clear complexion, and horrible teeth. An ugly, yellow-toothed smile won't be selling much toothpaste. I can solve the problem two ways; fix the model's smile to reveal blinding white teeth, or use two side-by-side photos, one with the original (before), and the other fixed to reveal pearly whites (after). Either way, problem solved.

Another example might be a brochure for a five star resort with gorgeous photos provided by the client, some sales copy that I'll write myself, and a paragraph with directions how to find it. This is a problem because directions can easily be misinterpreted. A map, on the other hand, is the obvious solution and I'm more than happy to draw one up.

Maybe a client comes to me with a drawing his nephew did to use as a logo. This is a financial consulting firm and a rudimentary sketch of a horse in front of a chalkboard scribbled with numbers doesn't work to convey a professional image. It's my job to present my client with alternative ideas that don't just look good, but serve an important purpose. The logo I create will reproduce as effectively on a sign as a business card, express the company's values and objectives, and will be easy to recognize in the company's collateral materials.

The job of a graphic designer is rarely easy, but solving problems for a living is always rewarding. Words and pictures are a great combination for communicating a message that's easily understood.

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