The Tribune

THE ART OF GRAPHIX

By DEIDRE M. BASTIAN

GRAPHIC design is a multi-faceted profession that requires intelligence, knowledge, talent and skill across a wide range of work domains. The industry has grown at a rapid pace, with studies revealing that by the year 2018, the number of graphic design jobs will increase by 12 per cent.

However, this projection does not mean the industry will absorb anyone who pretends to be a designer. Chances are, it will only accept those who possess certain qualities that stand out from the rest.

Of equal importance, if you want to become a renowned graphic designer, you need to acquire certain skills that will permit you to think both conceptually and analytically. Let's look at some of the attributes:

CREATIVITY: Creativity is the most significant prerequisite. The first key to nurturing creativity is to understand how it works. With the skill of creativity, designers can develop designs that are original and unique, and which can always attract a 'doubting Thomas' or persuade a 'hesitant Harry'.

EDUCATION: A graphic design company sometimes prefers applicants who possess a formal degree. If you do not have one, strive to attend seminars or workshops to refine your skills. Ninety per cent of designers start in a classroom, and thereafter are self-taught.

PAYING ATTENTION TO DETAILS: This is a big one. If you suffer from an attention deficit (ADT) issue, the design career path may not be a good option for you. Listening conscientiously to a client and interpreting their needs is crucial.

I have discovered that it is helpful to act like an interviewer, just ask questions and allow the client to respond. Occasionally, designers have to listen closely to distinguish what their clients are saying, so as to get to the point and avoid babbling stories that the client is not the least bit interested in.

SOFTWARE ABILITY: To become proficient, it is imperative that designers spend a pre-determined amount of time each week learning new techniques. With technology and software changing rapidly, this drives graphic designers to stay on top of their game at all times.

BUSINESS SKILLS: Graphic designers need a foundational understanding of business practices. This is because much of their work is done to help businesses improve profit margins. But they also need to understand budgets and profit-loss concepts. Sales and marketing rely heavily on graphic design to influence customers to purchase products advertised.

MARKETING KNOWLEDGE: Designers can think of marketing this way: Remember people don't just 'buy' a product. They 'buy' the concept of what that product will do for them. For example, people who are overweight don't join a diet centre to eat pre-packaged micro-meals; they 'buy' the concept of a new, thin, happy and successful self. Thus an understanding of the basic principles of marketing is always a must.

Technology Skills: The world of the 21st century is increasingly technology driven, and dominates every aspect of our lives. But many argue that as we venture further past the frontier of technology, we proceed towards a slow death by losing culture and, ultimately, a sense of self.

To a certain extent this may be true, but if we cease to progress we will not be able to survive, as technology has the ability to create shortcuts and make tasks easier. As a result, graphic designers must strive to be multimedia experts.

PROJECT MANAGEMENT SKILLS: Project management is vital to designers, as it is a methodical approach to planning and guiding projects from start to finish using five stages: Initiation, planning, executing, controlling and closing.

ORGANISATIONAL SKILLS/TIME MANAGEMENT: One thing that can definitely assist with speed is being organised. Designers who possess good organisational skills tend to be efficient, punctual and reliable. Because it requires a systematic approach to managing time, arranging space and approaching new projects, designers can cope with the stress of a looming deadline and avoid insanity.

NETWORKING: Networking can help to connect and learn from more specialised designers. Join clubs or attend events and seminars that allow you to meet with others of similar interests. And be sure to exchange e-mails in the event you require their expertise.

TYPOGRAPHY: Typography requires designers to understand the font families. If you have an in-depth knowledge about lettering, styles, line and height, chances are you can create interesting designs.

FLEXIBILITY: Having the aptitude to react to change is the reality of being flexible in design business.

PROBLEM SOLVING SKILLS: Designers will constantly encounter a series of obstacles, but knowing how to overcome them is crucial. Essentially, the most important process in problem solving is in defining the task. Give your mind time to play and mull over different options, and set priorities. What must be done first? What can be left until later? Designers must know what ought to make the best possible solution.

PHOTOGRAPHY SKILLS: As a designer you may or may not possess photography skills. If you do, it is undeniably an asset. Capturing interesting photos can impress clients, since quality pictures produce value to designs.

PRINT KNOWLEDGE: Understanding print can be as easy as pie...actually, cake, especially if you have a basic understanding of four-colour process, scanners, colour separations, colour proofs, film and plates, ink and paper, collating, binding and trimming. Knowledge of these elements will help to understand how your creations would look when published.

To this end, take note that individuals who choose a career in graphic design will need to employ all their talents, all of their brain, creativity and intelligence, to translate thoughts and ideas into visual communication that informs, entertains and sells. So until we meet again, fill your life with memories rather than regrets. Have fun, enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee2111@hotmail.com

About Columnist: Ms. Bastian is a trained graphic designer with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.