I’ve been working in this business a long time and have seen my share of successful entrepreneurs and thriving companies. Every once in awhile, I come across a potential client with a business that just doesn’t add up. They could be wildly successful with lots of business coming in the door and plenty of people staffing the place, but for some reason you get a vibe – a weird vibe.
Recently, I’ve heard the question, does a graphic designer need to have an understanding of marketing? Well, quite simply – yes. If you don’t have an understanding of how to market, whether it’s a packaging design, a promotional message or a website, you can’t adequately direct someone to take action – or even care, from interacting with your design. Now, don’t get me wrong. I’m just like any other red-blooded creative guy, ready to run away screaming at lengthy PowerPoint decks and dozens of statistics-laden spreadsheets. But, there is definitely some use to all that drab information, and you just need to know how to process it in your own way. It’s marketing on your own terms.
This is a subject that I have been meaning to write about for a long time. I often get asked about my concepting process and the steps involved to creating a good logo design. One thing I cannot stress enough is getting your ideas down on paper.
Even with all the technology we have today, the business card still endures. It serves as the mini-billboard ad representing your business well after you meet someone and go your separate ways. The right look and feel can often make or break your potential opportunity for business in the future.
Just recently, I was interviewed by Dave Hile from Hile Design. It gives you a chance to get a little more background on me and my career. Hope you enjoy it.