Anyone can be a graphic designer, all you need is a computer (or so they would have you believe.)

“Whether you’re a time-pressed designer or a complete novice, you can create professional-quality graphics and photos for the web with just a click of a button!” 

 “Learn the rules of page layout and graphic design. Here are the basics in a nutshell and guidelines to help in…planning, hardware, software, and printing.”

These are just two of the many marketing claims from actual computer software, and training companies that might lead the average person to believe anyone can create effective graphic design with limited knowledge and experience. Really? Graphic design is defined by NASAD (National Association of Schools of Art and Design) as

“the profession that plans and executes the design of visual communication according to the needs of audiences and contexts for which communication is intended. Graphic designers apply what they have learned about physical, cognitive, social, and cultural human factors to communication planning, and the creation of appropriate form that interprets, informs, instructs or persuades.”

By this definition at least, graphic designers employ an understanding of the many variables that make up a successful communication piece. The definition then goes on to say, “Graphic designers use various technologies as means for creating visual form and as an environment through which communication takes place.” It’s this last part of the definition that makes matters so complicated today for professional graphic designers.

While technology is undoubtedly a major a tool for graphic designers today, it also---ironically--- threatens the profession of graphic design by cheapening the value of the profession.

As Robin Landa demonstrates throughout her book Graphic Design Solutions there are many facets to creating effective design that have nothing to do with technological skills. Indeed, much of the work of a designer is done without technology playing a part at all. The design procedure---which includes research, some artistic ability to draw in order to produce rough representations of projects, knowledge of the elements and principles of design, understanding of layout and use of type, strategizing and conceptualizing for the project, are all aspects of graphic design that must be learned and practiced. As Robin states,

“As much as people would like to believe it, designers are not born designers. People are born with intelligence, visual acumen, and inclinations (or what most people call talent). Designers must spend years learning and practicing graphic design in order to become successful at it. Even after years of study and practice, each graphic design solution requires research, work, and focused creative energy.”

NASAD states in the NASAD Standards – Undergraduate Programs in Graphic Design, “Taking one or a few courses labeled graphic design is usually not equivalent to preparing for entry into the profession,” and “…it is assumed that technology instruction will be appropriately nested within the other competencies addressed by the NASAD standards for graphic design curricula, and graphic design students will view technology as a means for achieving human centered communication goals.” Technology should not be the basis for design. It is to be a tool for designers to use to provide a higher quality of work for their clients, and strive for progress within their field.

I once had an instructor named Brad who was the head of the Computer Graphics Department at a local college. Brad had also been a professional graphic designer both before and after modern computer-aided design technology burst on the scene. He often reminded us as students that having only fine arts skills, or only technological skills would not be enough to succeed in the field of graphic design. We needed to have a balance of the two areas of study. Sadly, this message is often missed.

When I was on the search committee for a new faculty member in the computer graphics department of the same college in the spring of 2005, the majority of resumes we received were from IT (information technology) professionals, or computer programmers, who dabbled in graphic design. Most of the candidates did not seem strong designers as we had hoped. This is like posting a job for an eyeglass frame designer and having mostly optometrists apply for the position. Although they both work with eyes to be sure---their expertise is completely different! How did this perception of graphic design get so muddled? Did we fail to convey our goals and needs? Wherever it was, the blurring of skill sets is making it harder on the designers of today to maintain their identities from IT professionals who design as a secondary skill. 
  
In response to an independent survey I undertook recently, several professional graphic designers maintained that the available nature of technology is perpetuating this perception. Susan Baker, from Graphics on Demand says, “Since ‘anyone can do art on a computer’ it’s going to be tough for a while until people realize that no, they can’t. That will happen when people get tired of the template design, and when we finally dump the ‘bottom line economics’ in favor of the ‘abundance economics’ paradigm---in other words, when American business starts again to give back to the society that nurtures them.”

No novice to the field by any means, Ms. Baker has been a professional designer since 1974, working in production as well as management, and will soon start working as a Production Manager in the art department for a health firm in Rockville, MD. In describing the difference in the public perception of commercial art, and the perception of graphic design with the introduction of technology, Susan replied grimly, “Anyone can design---you just get clip art and a template. And all art on the internet is free.”           

Has technology been all it was anticipated to be?  According to my survey at least, the answer is a resounding, “No.” To the graphic designer---formerly known as a commercial artist---it has posed new challenges to overcome.  Brooke, a Production Artist for 6 years, and recent freelance designer says, “…because becoming a graphic designer is soooo easy to do (again, not everyone should be a designer but they can easily set up shop and call themselves one and charge), that it drives the income levels down.” Dominique, a Marketing Coordinator for 4 years, and current Publication Design graduate student, comments on the influence technology has had on potential income for graphic design professionals, “More people are freelancing. In some ways, that is good because people have more freedom but in other ways, it undermines and slowly cheapens the graphic design product.” There is a growing perception that “everyone and his mother can do graphic design.” 

As graphic designers, many of us feel the pressure of technology. Designers have a love/hate relationship with technology. We love the new creative expression it offers, and the technical quality it can bring to our work. We love that more time can be put into the creative process, and less into cutting and pasting, and we love that we have an opportunity for greater flexibility in our work schedules.

So, what’s the solution to this new technology-driven dilemma posed to professional graphic designers? I’d like to offer three strategies I use in my own career:

1. Value yourself.
Robin Landa argues in her book (see above), “Designers must spend years learning and practicing graphic design in order to become successful at it.” According to Nancy Mackowski who works as a representative in a creative placement agency and who holds an MFA in Publications Design, “A Graphic Designer needs a Bachelor’s Degree to open the doors of opportunity, from that point it’s up to their portfolio to get them noticed. Both are necessary to land the job.”  In short, you must believe in what you can personally bring to each project in terms of your formal education
as much as your work experience. Value your training, talent, and credentials.

2. Get connected.
There are many organizations and professional associations across the country to help, educate, and encourage graphic designers. One excellent organization whose sole purpose is to promote the field of design is AIGA. To repeat their goals: “The mission of AIGA is to further excellence in communication design as a broadly defined discipline, strategic tool for business and cultural force. AIGA is the place design professionals turn to first, to exchange ideas and information, participate in critical analysis and research and advance education and ethical practice.” Local networking groups for professionals also offer support. Get in with any of the networking groups available in the area and learn the business of business.

3. Stay true to your passion.
Why do you design? According to AIGA’s  Why Do You Design?, “…most designers are the kind of people who don’t like to take no for an answer. Most designers are the kind of people who believe that progress is important. Most designers are the kind of people who want to do something positive with their creativity.” And, in this designer’s experience, most designers need to design, and communicate a message through their art. When you compromise your passions, you compromise who you are. Just don’t do it!  Just don’t give up. Don’t get discouraged. Keep fighting for your place. Graphic design is an important part of communication in our society, as well as our culture. Consider:

McDonald’s Golden Arches
Harley Davidson’s Wings
The Red Ribbon for AIDS awareness (and so many others)
“Got Milk?” ©
Pillsbury Dough Boy
Barnum & Bailey’s Greatest Show on Earth! 
Every magazine & publication you pick up…

…all the work of Graphic Designers, true artists and communicators. Pursue your passion!!

Janet Swistock, AIGA student writer, recently graduated with honors, earning her A.A.S. in Computer Graphics, and is currently attending the Art Institute of Pittsburgh Online, pursuing a bachelor’s degree in Graphic Design. In addition to membership in AIGA Baltimore, she is also a member of B’more Creative Group. Janet strives to put her passions for visual communication, and writing, together for a rewarding future in Design and Copywriting.