The Magic Wand doesn’t really make Graphic designers magicians

A magician with an American hat and a skull of a rabbitGraphic design is more than anything else, employed as a means to present and communicate a message.

It is therefore a graphic designer’s mandate to use design to present and communicate the message at the best and most relevant way possible.

If you buy a car, expect it to fly, and it doesn’t. Chances are that you’ll label the car as useless, simply because it failed to fulfill the expectation you had. The problem would not really be with the car, but with your ‘not-so-doable’ expectation. It’s wrong expectations like these that has led to a lot of clients losing the little faith they had in graphic design.

When a client believes employing a graphic designer to develop a logo will save their ‘about-to-be-bankrupt-company’, and then the company still get forced to close doors 2 months after the new logo was designed – they are more likely to list graphic design amongst other things that have failed to save their company.

If you’re selling tissue oil that needs at least 20 weeks to get rid of the visibility of scars, don’t expect design to feed consumers with a belief of looking forward to a scarless skin in just 2 weeks.
With Photoshop at our finger tips, whoever a designer wants to appear flawless, can appear flawless.

That is good news to a company selling ‘get-rid-of-those-wrinkles-and-look-6-months-younger-in-just-6-days’ skin products, but will the company be in business for long if their customers still looks their age on “day ten” of using the product? I doubt it.
Yes, graphic design can lie for you.

Paint a picture of your product as great whilst it’s way below average. And yes, you will score a sale or two, but what happens when people who bought your mediocre product are disappointed after their expectations were not met?
Graphic design can help a brand of toothpaste realize its full potential, but it can in no way help make teeth whiter!

For some strange reason most kids hate fruits and veggies, you can easily disguise an apple by covering it with chocolate to lure them into eating the apple.

(Great, you just made a promise to the kid, an expectation of a sweet taste.)

But what will happen after they have taken their first bite? Disappointment. Feeling of betrayal. And a loss of trust.
Instead of covering the apple (product) in chocolate (unrealistic promises), find a way to sell the idea of “An apple a day keeps the doctor away”, by highlighting the real benefits that accompanies the consumption of apples.

There’s no way great graphic design can make a Toyota more luxurious than a Mercedes Benz.
To some extend, graphic design is a source of ‘traffic’ or ‘attention’. It can drive prospects to you, but if what you’re offering is of a lower quality than expected, your chances of making a sale are slim.

Graphic design should be employed to clothe your product and message in an visually appealing, relevant, appropriate and truthful manner. It should complement a product and help it reach its full potential. Design shouldn’t be used to promise ‘heaven and earth’ while you can’t even give 2 hectares of land.

Great design takes meaning from the products it represents and graphic design alone cannot make a bad product great.
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