In recent years there have been dramatic changes in the way the Graphic Designer is being used. For a variety of reasons, the role of the designer has altered and is having to adapt to meet fast changing circumstances.
Customers nowadays expect a quicker turnaround with the knowledge that communication, proofing and printing techniques have improved.
A few years ago hard copy proofs were the standard for most jobs with the client signing off a paper proof. This took time with the proof often sitting on the client's desk for some time before being returned.
Nowadays, PDF proofs have taken over. Clients on the whole prefer the speed and ease of receiving a proof by email. However, this can often result in less time and thought being given to checking it over. The act of signing one's name on a piece of paper somehow puts a greater weight of responsibility on the shoulders of the client. It only takes the click of a mouse to approved a PDF proof.
The financial crisis is imposing increased demands on ever smaller marketing departments attempting to manage with ever shrinking budgets. The impact this has on the designer is that jobs requiring urgent attention can arrive without any prior warning, they may be poorly briefed and not part of any cohesive marketing plan. The designer regularly has to second guess what is required, juggle jobs, working quickly to keep all the balls in the air and all his clients happy. Today's designer has had to become a diplomat as well as a creative.
Improvements in creative software packages have benefited the graphic designer to a large degree but have also increased the number of potential customers and amateur enthusiasts tempted to try their hand at designing for themselves (often with disastrous results). The growing empathises on cost over quality has become a real challenge for any graphic designer who wants to produce good quality creative material and maintain standards. Their quotes have to be highly competitive and they have had to learn to work fast and develop their skills, to remain in business. Fortunately there are those who still see the true benefits of good graphic design and understand what damage that can be done to a brand's image and reputation through bad design.
Graphic design for print and the print industry in general has declined significantly in recent years with the growth of the internet. In addition, customers now have the option of short digital runs rather than printing in bulk. Printed collateral material can still afford great benefits but is allocated a smaller share of the marketing budget than it did 10 years ago.
As graphic designers based in Basingstoke, Hampshire we have had to evolve greatly, working a faster in a more demanding environment by learning new skills and developing streamlined working methods. Where will the industry be in another 10 years? Watch this space.
This article was written by Jonathan Allen, Director at Black Cat Creative Ltd whose services include Basingstoke Graphic Design and Hampshire Graphic Design.
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