Posted: March 29, 2010
by Lorrie T. Determann
What? Hold on there...isn’t that the reason you hire a graphic
artist? Because they are creative and have lots of fresh ideas?
Well, yes and no.
A good graphic designer knows that his or her
own design style is irrelevant when it comes to creating marketing
designs for print or web. Design for design sake does not make
your business phone ring or bring people into your store. What
does build traffic is quality design that utilizes a team of marketing
professionals who know how to take design elements and marry them
with headlines, subheads and body copy. In turn, creating a message
that builds the brand of the advertiser.
The marriage between the
graphic artist and the copywriter is one that is best found in
a professional marketing company. This marketing team approach
is how designers, copywriters and media buyers work together to
make a print ad work hard, and a website really connect with the
advertiser’s customers. The graphic designer's role in the
production of marketing materials is extremely important. But the
most successful graphic designers understand that how they
the WORDS of the marketing message makes all the difference.
There are many different types of artists. Don’t confuse
a fine artist with an illustrator, with a cartoonist, with a commercial
graphic artist that has marketing expertise. It truly does make