Why Graphic Design is the Worst Brand Ever
Written by Ed Roach
on February 4th, 2008 / 40 Comments / Print this
Before 1984, graphic design could boast that it was a discipline, something valuable in the hands of a competent designer.
Then came desktop publishing and the graphic design brand started its gradual decline. Today anyone with a computer and a few hundred dollars in software believe themselves to be proficient in the execution of graphic design. What got me writing about this, was a comment in a recent post from a graphic design listserve that I get daily in my email. The listserve is populated with graphic designers from across Canada.
One person wrote in that her nephew in his quest to be a graphic designer, decided that he needn’t attend a sanctioned secondary education on the subject as he read several articles on graphic design off the web and now “knows everything there is to know on the subject”. He’s got the software, knows all the “tricks” and is now set to conquer the world.
As business people, we all chuckle at this young person’s naiveté and plain ignorance. But what has lead to his belief that a few articles on the web is all there is to becoming a graphic designer. How many of you who are reading this article, work or own companies who’s marketing materials were either done in house by the IT people or had a friend do it on the cheap? In the business world there is more respect and attention given to interior decorating than to marketing. Marketing to many is a necessary evil. Hiring a graphic designer to facilitate the production of materials in a marketing plan is an alien concept to many.
Graphic design to be fair to businesses is the most at fault for this loss of brand professionalism. The industry has done nothing to encourage professionalism in schools who churn out young “designers” who by all rights should not have even passed the course, let alone put out their shingle. I would love to ask that young man who knows everything to explain kerning to me. Can he explain what a widow is or where he might see a river in a body of text? Would he even care what trap and choke are? What they do know is every filter in Photoshop. They will never design a logo with a font that doesn’t exist. The first time these people send a file off for printing, don’t understand why a 11 color file doesn’t make sense because it is cost prohibitive, and an early sign of an amateur. Printers love these people - they cost people money.
The difference between a graphic design professional and everyone else is that as professionals, they have to design to sell. Every idea they have has to communicate. The industry has allowed non-talents to flourish. Designers regularly under-charge for their services. They regularly present spec work. Businesses think nothing of letting the secretarial staff design their materials. This is not the case however if they need legal work done. The books are not handled by the janitor, they have an accountancy handle it and rightly so. Many pass off the in-house design as a way to cut costs. What they fail to see and apparently forget from business 101, is that marketing should communicate their brand message and differentiate them - NOT something that must be accomplished for peanuts, by anyone who knows there way around photoshop. The computer industry defines this nicely - Garbage in, garbage out. Garbage doesn’t make you money. The sad thing is, the lack of response to these amateur materials only strengthens businesses belief that marketing is at best a crap shoot, and the first things to cut in a slow economy.
There are of course many TRUE graphic design professionals. They have experience and know what works. In their hands you will increase market share and grow your business. Their own personal brands are strong, but even they must constantly battle the poor brand of the graphic design industry as a whole. Imagine what difficulty your own business would have if you had to fight not only competition, market conditions, buying cycles, your own short comings and issues unique to your category - but ALSO a general public perception that anyone with a computer can do what you do cheaper if not free. That is the world of the graphic designer in the year 2008. Graphic design has fallen into the biggest pit of poor branding and has become a commodity. The road back is long one, and the world’s best have the ability to do it one em at a time.
40 Comments to “Why Graphic Design is the Worst Brand Ever”
February 4th, 2008
7:39 pm
Sadly I have to agree Ed. I have young to middle aged clients come to me now with “something they’ve knocked up” as a guide!
I wonder if high street print shops are partially to blame as they can turn any piece of “artwork” into printed material within hours. Or again the same shops can produce logos etc for you, no doubt by people with no real grounding in the trade.
The advancement of technology also has had an effect as you say, with it being cheaper and easier to get hold of design apps and try a few tutorials off of the web. Anyone can now have an attempt at design.
The only way to win people round is to show them some quality branded work and describe its importance to their business. Once a client sees the value in it I find they always go with the quality branded option.
February 4th, 2008
10:01 pm
What comes to mind when I read this article was how creativity is becoming a commodity. Just like with coal - sure you can get the expensive clean burning coal but you can also get the dirty coal that costs much less and turns your clothes black from the soot.
You might want to have a look at this market place:
http://contests.sitepoint.com/
Custom Logo Design is available for the cost of a few beers, there.
February 4th, 2008
10:52 pm
Richard, I too love those characters who come my way with something that is “already designed” they just want me to clean it up a little - “how much?” naturally my answer is “good luck with that.” For brand logo work at times I’m competiting against FREE. For an idea of how I approach logo design check out my personal blog and a new article entitled, 10 Key Questions to consider in Developing an Effective Brand Logo.posted yesterday.
Rob, that design contest site is an insult. i was appalled to see marketing companies participating. In their brief, the mention that the winning designer “might” even get more more work. Not when they find out that could actually cost them real money. A good example of how far down the graphic design brand has fallen.
February 4th, 2008
11:11 pm
Like the article Ed, it highlights another bad customer trait of follow the leader. “This company is the leader in it’s field/sales, I want what they’ve got!” That’s where an identity comes in to make you stand apart from the rest of the crowd, not copy it.
Rob, it seems people are stooping to new lows. I get the odd approach about buying credits for sites that promote bidding for work, another sad state of affairs. The free pitch is still common in London design circles, something we could all help stop if everyone had a common goal.
February 4th, 2008
11:27 pm
Richard,
Follow the leader. This could be an article unto itself. Talk about no confidence in your own brand when you feel the need to look to others to define yourself. To the readers here, this “follow the leader” is not a rare case situation but in many industries it is the norm. The belief is that if this is what they did to be successful then why re-invent the wheel. At first blush it seems to make sense but it has no long term sustainability. Lead don’t follow is your true path.
February 4th, 2008
11:42 pm
Do I win a prize for being your inspiration for an article Ed
February 4th, 2008
11:51 pm
Richard,
After what I’ve said here about contests for ideas - I wouldn’t dare. Rob would nail me. You certainly desearve a “thank you”. Some weeks you can’t imagine how hoard it is to come with ideas for articles.
February 5th, 2008
5:12 am
Ed –
Spot on! I hate telling people I’m a graphic designer. To associate myself with graphic designers to people who know no better is to position myself in the art department and I left the art department behind me in college a hundred years ago. To add insult to injury, companies like HP promote $99 logos and a free box of business cards to any buyer.
In almost every case, I do not use the label graphic design to represent what I do. Graphic design happens to be a tool I employ to articulate a solution to a business challenge. I speak of graphic design as the icing on the cake and what’s really important to my clients are the cakes that represent the foundation of their brands. The graphic design is a “user interface.”
Don’t get me wrong, without graphic design users (customers) wouldn’t be compelled to sample. A good tasting cake goes untasted if it doesn’t look appetizing. Graphic Design needs to be rebranded, needs to be renamed into something more respectable and away from the associations of being $99 logos, desktop publishing and something you can get certified to do online.
Until this rebranding, I’ll continue to hide behind more respectable monikers like “consultant.” Keep up the crusade!
February 5th, 2008
2:12 pm
Sorry about the spelling above - fingers going faster than the brain.
February 5th, 2008
10:53 pm
You’re a breath of fresh air André. Thank you.
February 6th, 2008
12:57 am
I could not agree more. I am a graduated of an accredited Art department from a state university. I have been an artist, to some degree, since I was a child. While in college I learned as much as possible about graphic design from the roots up. I have created posted using technical pens, French curves, a t-square and triangle. I have spent hours draped over a light table composing a single layout from multiple sketches. There are enough art history classes under my belt to almost qualify me as a scholar. But it all seems for naught when faced with the idiots Mr. Roach writes of. A computer has been a blessing and a curse to my industry. For over fourteen years I have battled every client who “ad some art classes”, and the ones whose daughter designed their logo. Bill Gates is the anti-christ and Word and Publisher are demons from Hell. “Bring me your Word, Publisher and Power Point documents - I will convert them…..” I have been using a Mac since I graduated. The bad seems to cancel out the good. The technology that allows me to compose a variety of logo designs, posters and other layouts for clients to choose from is also allowing lowering my profession into a dungeon of stupidity. “Can I have that tomorrow?”, “Can you combine those three logos?”, “We’re not sure what we’re looking for, but that’s not it.” So, here I sit - the equivalent of a graphic design short order cook just waiting for someone who might appreciate a true gourmet. Too many cooks DO spoil the broth.
February 6th, 2008
1:00 am
Sorry about any typos. Got to get to work in the design mines. I feel like I have CMYK lung.
February 6th, 2008
4:36 pm
Thanks for the educational post, Ed.
As a copywriter/project leader who often needs to ‘petition’ clients to hire a graphic designer to the team, I believe the key is to gauge whom of those potentials are serious about implementing a complete, high-quality and long-term campaign.
I’ve worked with one too many businesses who take that first step–strategizing and hiring a team for well-designed marketing products–but ultimately fall short on their long-term commitment to execute a marketing or branding plan.
In those cases, I’ve discovered all marketing elements–from proposed brand strategy tactics to the beautiful graphic design–go wasted and unused. Thus spake the cycle of buyer’s remorse for those who seemingly get amnesia and spend money on yet ‘another’ graphic designer (bona-fide or not), copywriter (bona-fide or not) and project leadership that never satisfies them.
To compete with agencies in my area, I have sheepishly resigned to referring potential (albeit short-sighted) clients to $100/logo chop-shops. These are the clients always wanting something for free or on the cheap, logo or not, whether it’s a news release or a Web site.
What I’ve learned is, when talking with potential clients about their brand strategy campaign, to go even deeper in my exploration to get an idea of what they want to see of their brand five to seven years from now.
Some of these prospects don’t like what they hear and they go away, which I believe (gulp) is mutually beneficial. However, what I do know is I’ve spent too many of my own billable hours convincing the ‘wrong’ clients of what’s an effective use of their marketing dollars. And they never get it.
February 6th, 2008
11:30 pm
February 6th, 2008
11:47 pm
Tracy, your comments mirror my opinion exactly. Your situation of 3 logos is one reason why I only present one. If you give them more it becomes a Chinese restaurant’s menu. Some for this and some from that.
I could ramble on and on about this personal peeve, but suffice to say it’s pleasure to see that there are many who get it, giving us all hope that all is not lost.
February 7th, 2008
10:47 am
Hi, Ed,
I will definitely check out your article on planners vs. doers. I’m sorry to sadden you with the harsh realities I’ve experienced with clients not respecting the graphic design craft.
Admittedly, I broadcast these chop shops on my Web site to compete with a local agency who positions himself as “the affordable and expert branding guy,” offering ample resources to inexpensively create a look.
I feel a brainstorm coming on as far as using one of my own marketing venues to champion professionally designed logos and the importance to brand strategy.
Your post has been thought-provoking for me, not to mention an integrity check.
February 7th, 2008
11:01 am
Judy, I think you’d appreciate David Airey’s logo design blog. He is a fine graphic professional from Scotland. I’m sure you’ll be impressed. Great discussion on design with David.
All the best,
Ed
February 7th, 2008
11:02 am
P.S., (me again)
If it’s any consolation, other times I’ve hired or referred graphic designers, they have exceeded the expectations of the client and helped create a memorable brand appearance for the target audience.
In some cases, the client and designer have stayed in contact, even without me as the liaison, and the designer has topped the client’s list of important resources.
So I believe there is hope!
February 8th, 2008
10:33 am
Great article and totally agree. Design has become a commodity and it is going to take a long time to claw back some integrity. I think the somewhat immeasurable quality of design has contributed here too.
February 8th, 2008
11:53 pm
I’d like to hear from busiess owners out there what they think of this conversation. Perhaps they could help explain why they don’t see the value in professional graphic design. Frankly, I’m afraid many businesses see it as an artform rather than a business dicipline. They don’t know good from bad, don’t do their home work and their business suffers from this.
I feel another article coming on.
February 9th, 2008
9:19 am
[...] Why Graphic Design is the Worst Brand Ever- I really admire Ed Roach’s passion in this post, and I have to admit, I feel similar indignation when any old sales person is referred to as being “in marketing.” (Even worse, when they are called “National/Regional Brand managers.) A great post about excellence in one’s field-and a post in which indignation is warranted [...]
February 10th, 2008
6:44 pm
This reminds me of a local commercial for an certificate course in graphic design. It shows hip/trendy 20-somethings, with a voiceover to the extent of, “Have you always wanted to be a part of the exciting graphic deisn world, but think you’re not creative? It doesn’t matter! At College X, you can learn to create professional graphic design even if you have no creative skills.”
Ads like these *must* have something to do with the decline as well.
February 11th, 2008
7:05 am
Ads like those you describe are the result of the decline. It speaks to exactly what I am believe graphic design’s brand to be at this point in time.
February 11th, 2008
7:18 pm
[...] ‘Graphic Designers’. They are the ying of the yangs discussed in my previous article, “Why Graphic Design is the Worst Brand Ever!” These people have ideas that will make you [...]
February 14th, 2008
4:54 am
In “Why Graphic Design is the Worst Brand Ever”, i felt as if you were speaking directly to me. I work as a designer in an in-house department at a prep school, and every time a student, or even a co-worker, says “i know photoshop, i can do it myself”, i feel like i’m being kicked in the chest. i just want to say to them “did you spend hours drawing hundreds and hundreds of thumbnails in design school? did you study the subtlety of a font? have you ever even heard of Saul Bass?”
i wish i knew how to make the average person understand the difference between using an EDUCATED graphic designer and using someone who bought CS3.
February 15th, 2008
4:26 am
“… brand started it’s gradual decline…”
And here we see the decline of spelling and grammar.
February 15th, 2008
9:14 am
Hi Eddie,
That’s my fault. I’m responsible for editing here. Thanks for the heads up.
Rob
February 16th, 2008
4:06 am
[...] Roach over at SmallBusinessBranding.com has recently written and article entitled Why Graphic Design is the Worst Brand Ever where he details the current problem of graphic design as a commodity from a business owner’s [...]
February 16th, 2008
12:27 pm
Great article Ed. I had been a professional designer for about 13 years when a computer first appeared on my desk in 1990. It’s been a battle with “my (insert son, daughter, nephew, wife, niece,, husband, neighbor, secretary, newspaper delivery person, massage therapist, etc. here) has a computer and is a designer” ever since.
I’m so thrilled when traveling around to colleges and design schools to hear that many programs don’t let their students touch a computer the first year of classes. Maybe some are actually learning design principles and skills. Now, if they would only teach more about the “business of graphic design” in those schools…
February 17th, 2008
8:19 am
I love this article!
February 18th, 2008
12:57 pm
It was brought to my attention at a great discussion regarding this article over at Lucid, that opinion contrary to mine wasn’t getting posted. If you too have found this to be the case could you please contact myself or Rob Kingston and we will see that your opinion is included in the discussion. Everybody enjoys a good healthy discussion.
-Ed
February 18th, 2008
1:26 pm
Jeff,
Our local college also has a graphic design program, (as a matter of fact it is where I graduated thousands of years ago). I too suggested to the current directors to teach more about business. They don’t get it yet. A few years ago I was invited to part of a portfolio review for applying students. Myself along with about 10 other respected designers reviewed about 85 applicants. We were dissappointed to be able to recommend about a dozen be accepted. A month later the program director excitedly informed me that program had been sold out for the year. I inquired as to how this could be as we only approved of the dozen? It seems if you had a cheque you are in.
I told them not to invite me back to review again as it meant nothing.
This is where the brand starts it’s slide. The same concern for quality is reflected in their graduates since I believe their motto should be, “you writes your cheque, you gets yer diploma” Here in Canada, the best I’ve seen is at Sheridan in Oakville Ontario. There you fight to get in, and they do their best to unload the worst of the lot. The result - exceptional design graduates.
February 20th, 2008
2:35 pm
Nice article.
“The computer industry defines this nicely - Garbage in, garbage out.”
I do believe that clever saying came from the music industry, many many years before computers, and this is where the problems are - COMPUTERS! It’s ONLY a toolbox. I learnt design, not computers.
Everyone has a hammer at home I’m sure, but how many people use it to biuld their house? Most wont, as they’ll get a tradesman to do so.
February 20th, 2008
11:55 pm
March 4th, 2008
8:32 am
I agree my company actually quit the graphic design gig because every ones son, brother, nephew or girl friend could do it cheaper. Well cheaper is what they wanted and cheap is what they got! A person who is serious about really creating a successful business needs to go to serious companies who specialize in logos such as http://www.pixellogo.com that are meant to be branded. Saving money on your company or product brands is not the best choice you can make. Find other ways or places to save money such as on printer ink from reputable companies like http://www.compimaging.com. Or even invest some time in learning how you can set up and run your own paid advertising campaigns. They are not that difficult and can save you a lot more money in the long run.
Thanks,
Kerry
March 4th, 2008
10:32 pm
It’s a situation I see over and over. It is such an insult to be considered a commodity. I wonder if designer will ever be able to scratch back an better value proposition, or is it destined to get even worse?
March 7th, 2008
3:23 am
Hi Ed,
Thanks for the very kind mention! I’d seen your comment before today, and thought I thanked you already. Guess not.
I hope everything’s great your side, and the watercolours are still in production.
April 23rd, 2008
6:51 am
The same can be said of writers. Now a days, with the advent of blogging, everyone is a “professional writer.” Yet, much of what’s published on the internet today is poorly written.
While your article, for the most part, is not poorly written, you do have several sentences that need a good grammarian and proof reader. This sentence is an example:
“The first time these people send a file off for printing, don’t understand why a 11 color file doesn’t make sense because it is cost prohibitive, and an early sign of an amateur.”
What??
April 23rd, 2008
10:24 am
Sophie,
I’ll be the first to admit “I’m no writer”. As a matter of fact it was my biggest concern when I started blogging. But my peers told me that my opinion and quality content is much more important. I think I’m getting better. At least a little.
You really don’t understand that sentence? I suppose I should have thrown a “they” in front of “don’t” and an “an instead of an “a” before “11″. I’m obviously my own worst proofer some days. I appreciate when readers point out these things, as it helps me out a lot.
Thanks again,
June 4th, 2008
12:24 pm
I realize I’m late to the party, but I hear you.
I went to a school that taught kerning, and leading, and prepress, and our first year was drafting things by HAND. And this was very recent. Now I’m becoming bitter in a world where people want things yesterday, and when they ask for something with all the text centred, and that font in comic MS, and kittens and you give them what they need, as opposed to what they want, they FLIP.
I want to stay in design, but I’m not quite sure where to go from here. I’m just hoping the fact that I know that the default photoshop black sucks for printing, I know how to set up a bleed and flatten transparencies for older rips, and how to research and to do my best to interpret what a client needs will put me above others out there when i eventually decide to move on to bigger and better things.
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