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Wednesday, September 18, 2013


What makes a good graphic designer, and how can you be sure of getting good graphic design? The graphic design market can be confusing. At first sight, inexpensive graphic design looks readily obtainable, because there are a lot of good people out there eager to get some references. But for the customer, getting the right graphic designer is not easy. In fact it's a problem. Because what is the right graphic designer?

Just because someone can work with Photoshop from their bedroom, has a graphic design qualification, or at the other end, a lush reception area with a lush receptionist and has a black and white website profile picture of themselves, artily shot, looking into the distance in deep contemplation, does not necessarily mean they are a good designer. An able designer needs far more qualities than just a good eye for colour, form and detail. Design is an entity.

Good graphic design tells a visual story. Good graphic design employs succinct psychological tools, such as reactions to and associations with forms and colours. But above all, good graphic design is a visual expression that functions in optimised interaction with communication and strategy. This makes heavy demands on the designer's ability to integrate design into the whole. It also calls for considerable insight into the customer's firm, the purpose of the message and the underlying strategic thinking. Because like communication, design must reflect the customer's profile, appeal to the customer's buyers/partners, and also distance the customer from his competitors.

A good designer must therefore be able to be creative within the framework laid down by the customer. Bubbling creativity is of no use without a sense of context and economic realism. A designer must be capable of focused working within financial and time limitations. This is the challenge, and it is one of the areas a good designer gets paid to master.

It should be clearly understood that a professional graphic designer does not necessarily have his own style. This is because the designer's job is to supply a message that has to fit the company's view of itself, the company's strategy, and the company's desired market position. Another reason is that the design must appeal to the values of the users. Good design must be design that works: design that helps generate revenue and optimise the understanding of the message. Such design can only result from thorough preparation, an analytical appreciation of the company's message and market, and naturally a creative mind.

Visit www.fletcherwarddesign.co.uk for examples of designs we've produced tailored to our client's needs and message.