Graphic design can have an enormous impact on a business. Design controls perception, influences consumer purchasing, and can be the difference between success and failure. So why do designers get no respect?

When I tell people what I do the reaction is usually the same….a blank stare perhaps with a subtle smile. I then have to go on to explain what it is I do and that’s when their eyes generally glaze over. Very few people understand nor appreciate what it is a graphic designer does…it’s a reality I’ve learned to accept.

Perhaps I’ve gotten lazy in my answer, I usually quip “I’m a graphic designer, you know, I design logos, brochures, websites.” It’s one of those quick short answers that will gain a nod of acceptance and allow us to move onto other topics.

But lately, I’ve been thinking….maybe I’m part of the problem. Maybe collectively, similar lackadaisical answers to “what do you do” is our undoing. When it’s believed that a computer can make anyone a “designer,” the understanding of our career is swirling the bowl. And my flippant answer is contributing to this misconception.

Think about it… When you walk through a store, you’re being subtly manipulated. Sorry, but it’s true. It’s not an evil thing, it’s simply purposeful - design influences. The next time you’re in a store and something catches your eye, step back and appreciate that a graphic designer has successfully done their job. Through subtle cues such as color, typography, or layout, they’ve captured your attention in the 1-2 seconds you spent scanning your surroundings. And if you decided to purchase that new, unfamiliar item because it looks good or because you get a good feeling about it consciously or subconsciously, know that you’ve again been influenced by design. It’s not a bad thing…it’s what we do.

Appreciate that considerable thought and effort went into “designing” what attracted you to what you’re purchasing. True designers, when asked to begin a design, will research and analyze the competition and look at the industry segment to evaluate how to help their customer stand-apart. And we’ll devise a layout that connects with the target audience, expresses the benefits and features, and that matches with consumer wants and desires.

So from now on, when I’m asked, “what do you do?” I hope my inquisitor is prepared for a deeper discussion of the nuances of what it is I do. I’m no longer going to give a quick short answer. But instead, I’m going to consider it an opportunity to raise the bar, to change perceptions of my chosen career - after all, it’s what I do.

So when I hear, “what do you do for a living?”

Next time I’ll answer, “I help businesses manage customer perceptions and influence the decision process by communicating benefits and features through sensory involvement. I am a designer, a graphic designer.”

Sure, I’ll still get blank, glazed-eye stares. But I’ll continue on and explain what it is I do. It’s time graphic designers start to better articulate our purpose and our benefit. We don’t design simply to make something “pretty” - we help businesses sell stuff. And it’s time we demand respect.