e-dreaming

I was blessed to be raised in a family that valued art.  My father, who had been an art major in college, was what in those days was called a commerical artist.  (Today, they call them graphic designers.)  My mother also loved art, dabbling in many forms herself.  When I was a boy, art was also a normal part of school–we even had flash cards of famous artwork that all students had to memorize.  As a result, I always enjoyed art, and somehow found myself following in my father's footsteps, initially pursuing an art degree in college.

Once in college, I quickly realized that there were a lot of folks more talented than I, and that it was going to be hard to make a living.  But, as it turns out, the path I took (through business) eventually led me back to art... commercial art.  I much prefer the term commercial art to graphic design, because it helps to keep the focus where it belongs—on supporting commerce.  Too often, graphic designers fail to recognize that they are not in the fine arts, rather, are employed to support business.  Graphic designers are often more interested in the aesthetic appeal (or in winning peer-awards) than in the commercial impact of their work. 

We've all seen TV commercials that we thought were funny and entertaining... even though we have no idea what they were selling.  Unfortunately, it's much the same way with graphic design.  Throughout the advertising and design industry, designers' efforts are too often focused so narrowly on creating an attractive looking layout to the brochure, website or ad that they fail to realize that the copy isn't even readable (i.e. the type is too small or employs too little contrast).  My design staff is undoubtedly sick of hearing my soapbox cry "Text is NOT a design element!  If you can't read it, fix it, or get it off!" 

For all of the time that is spent creating beautiful design (and I'm a fan of beautiful design), twice the time should be spent on creating effective commercial design.  Inherent to that, is a necessity for graphic designers/commercial artists to invest time learning how to be effective communicators.  And that necessitates studying copywriting, type setting, conversion optimization, and marketing... things that, unfortunately, many "graphic designers" in this industry find uninteresting, or downright boring.

I was very fortunate to grow up in a home where beautiful art was commonplace, and appreciated.  As a result, I still appreciate the arts.  I also appreciate a website that converts, a brochure or ad that sells, and a business card you can read!  Otherwise, it may be pretty, but... will it make you money?

P.S. A well-reputed graphic designer once gave me his business card.  It was absolutely stunning!  I mean, it was REALLY creative.  Unfortunately, it took me five minutes of study to find and read his name and phone number... every time I tried to use it.  May it never be.