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 designers role in the production of marketing materials is extremely important. But the most successful graphic designers understand that how they present 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 a difference.

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