Bentonville, AR
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One of the biggest reasons for the undervaluation of graphic design is the perception that it is a commodity. This is due to the abundance of graphic design software and tools that have made it easier for anyone to create visually appealing designs. As a result, many businesses and individuals see graphic design as a low-cost, low-value service that can be outsourced to the lowest bidder.
However, the reality is that while anyone can create a design, not everyone has the skills, experience, and creativity to create a design that truly represents a brand and connects with its target audience. Good graphic design requires a deep understanding of color theory, typography, composition, and branding, as well as the ability to communicate ideas and emotions through visual elements.
Many people do not realize the amount of time, effort, and expertise that goes into creating a successful design. From conducting research and analyzing data, to creating sketches and prototypes, to testing and refining the final product, the design process is a complex and demanding task that requires a high level of skill and knowledge.
Graphic design is often undervalued because non-designers simply don't understand what it truly entails. They might hear about a company spending millions on a logo and be shocked, without realizing that a brand's identity encompasses so much more than just a simple emblem. A brand's visual identity includes things like colors, typefaces, shapes, and even the tone of the copy and photography used. Great design systems often appear effortless, but there's a lot of work that goes into creating them.
Designers are not just "image makers" or people who create "pretty pictures". There's a thought process and a great deal of creativity that goes into creating a design piece or a brand identity. It's up to the designer to educate their clients and show them the value that their skills bring to the table.
Another factor that people often overlook is the importance of implementation. Some clients and even some designers think that providing the final files is the end goal. In reality, the end goal is the successful migration from the old system to the new one.
People often think that a logo needs to communicate something about the business it represents, but in actuality, its primary purpose is identification and to withstand the test of time. Brands that have been around for generations are the perfect example of this.
To resolve these misunderstandings, it's crucial to acknowledge that they exist and have empathy for clients who may struggle to admit their ignorance, even to themselves. There's no one-size-fits-all solution, but diplomacy, tact, and empathy are key. Thankfully, these are all qualities that good designers need to possess anyway!
Moreover, graphic designers often need to work closely with clients to understand their goals, preferences, and brand values, as well as to incorporate feedback and make revisions. This collaborative process is essential for ensuring that the final product accurately reflects the client's vision and meets their needs.
It's up to the designer to educate their clients and show them the value that their skills bring to the table.
Despite the perception that graphic design is a commodity, businesses and individuals who invest in quality design are often rewarded with greater brand recognition, customer engagement, and increased sales. It's unfortunate, but oftentimes, we can all see the difference between a business that really gave their visual identity the TLC it needed from the jump, and someone who thought a $100 logo was all that was necessary. Also, you won't find an established brand ON THIS EARTH that has had their success without finely-tuned brand design.
Good graphic design can help a brand stand out from the competition by creating a unique and memorable visual identity. It can also communicate the brand's values, personality, and message to its target audience, helping to build trust and loyalty.
Moreover, well-designed products and packaging can influence customer decisions and increase sales. A well-designed website can improve user experience and increase conversions, while well-designed advertising campaigns can generate leads and drive sales.
Some clients struggle to grasp the fact that a well-designed visual identity can have a major impact on their business. They may think that their product is the only thing selling their business, which is partially true, but they overlook the fact that design can elevate their brand from just a symbol of quality, innovation, or value to a representation of meaning and values.
The ones who are open to change and the transformative power of design are the ones who get the most out of the process, but for those who aren't, we have to find ways to show them the importance of our work through the validation of other clients' testimonials, referrals, and relevant return on investment (ROI).
To really drive the point home, we can highlight the impact of our work using hard data like statistics, figures, and ROI to demonstrate the tangible value of investing in creative services. But let's be real, that's not always possible for us creative types.
