Graphic Design: Making the Pieces Fit...And More

The need of graphic design may stem from making things look good, but that's not what it's all about. Professional graphic designers are strategic partners in communication. The need to design a visual message that does so much more than fill a space is paramount.  With the decentralization of brand communication ownership, where many different graphic design agencies/freelancers/consultants are co-responsible for the managing and deploying of a single brand's positioning and persona, the understanding of brand at a deeper level is a must. Professional graphic designers aren’t just making things look good—they are strategic partners in communication. The need to design a visual message that does so much more than fill a space is paramount.

Designers have become the essential link between a brand’s ideas and its audience, and that’s what truly elevates their role.

From Social Media to Video Editing....Technology Reigns

With the advent of technology and the acceleration of plentiful super duper software (yay!), all of these have merged into one, and then some (i.e.multi-media, etc). Along with this proliferation of software, design is accessible to all...and many call themselves visual designers and graphic designers. Mastering computer programs that all designers use may lead to the misconception that this is all graphic design is about.  It may seem that all a graphic designers does is search for images and rearrange images and text on a screen, but that really isn't what graphic design is all about.

Back in the day (and yes, I am dating myself), there were what we called commerical artists, production artist and graphic artists. Although these terms are still used...the term designer not artist is more often than not, the descriptor. Knowing that this next statement may meet with some outrage, I mean no disrespect. Knowing and mastering the likes of Canva, Procreate and Adobe Acrobat, does not make a graphic designer. All computer software does is  facilitate the production of  visual content that can be appealing and even riveting... but that does not make the producer of the visual content a graphic designer by profession.

Mastering Graphic Design: 5 Must-Do Practices

1. A designer’s role is to communicate with purpose, aligning visuals with business goals and audience needs. It’s no longer just about aesthetics (pretty pictures!)—it’s about creating connections.

2. At the core of every design is a message, and a designer’s job is to understand what that message is—and how to prioritize it. It's not just slapping text onto a pretty picture. It’s digging deeper, understanding the goals behind the message, and ensuring that every design choice amplifies it.

3. Not every element in a design should have the same level of importance, and skilled professional graphic designers know how to highlight the most critical part. It’s about using hierarchy, contrast, and space in a way that draws the eye to the right spot, ensuring that the key message doesn’t get lost in the noise.

4. Graphic designers controls  the flow of information. Whether it’s through colour, typography, or placement, they guide the viewer’s eye through a visual journey. It's not just about where things are placed, but how they’re designed to be experienced.

5. The most difficult of challenges is for a graphic designers to take a lot of content and distill it into something clear and concise in very small space. It's a constant battle and it’s a balancing act—communicating just enough to get the point across without overwhelming the audience.

In today’s design landscape, it’s clear that  the graphic design profession is about far more than just creating layouts. It’s about strategic communication, prioritizing messages, and knowing how to lead the viewer through the visual experience.