In order to maximise the services of the graphic designer you hire for your business design needs, think like one (or at least have an inkling about what they do). It'll make working with your designer much easier and you'll navigate through your project with better clarity.

So, what is graphic design? Is it interior design? Product design?

Graphic design is one of the schools of design. It is about visual communications applied through mediums like logos, brochures, packaging, banners and website interfaces.

Graphic designers create, choose, and organize typography (fonts), images, and the so-called “white space” around them—to communicate a message. A good design informs, persuades, organizes, stimulates, locates, identifies and attracts attention.

Here's a little irony: You can't be in visual communications if you can't communicate with your clients. It's not all in the design skills. COMMUNICATION IS THE KEY.

Ultimately a good designer is someone who can understand what makes people tick. Unlike an artist, a designer should be clear that it's not about expressing yourself; it's about putting yourself in the client's shoes and then asking "What do I want to communicate".

What do graphic designers work with?

1. Cognitive Skills
   Perception, intuition (creative flair), reasoning, eye for colour and details etc.
   
   
2. Basic rules of graphic design
   There is really no set formula that will enable a designer to complete a project. This line of work is hardly done cookie-cutter style, but in graphic design there are certain rules and guidelines for good design.
   
   
3. Colour
   Graphic designers work with an international standard of colour palettes called the Pantone colour system. If you think Red, Green and Blue are the only colours around, think again.
   
   
4. Typography
   In layman terms, fonts. There are tons of fonts to work with, each for a different function. Fonts have different characters, so the selection of fonts to communicate a mood or message is essential. Fonts can also be placed strategically to invoke emotions.
   
   
5. Photographs/Paintings/Imagery
   As you know, photographs are powerful tools for invoking emotions. There is a reason for the saying "A picture says a thousand words"
   
   
6. Layout
   A messy layout of your information is sure to turn your audience off. Designers place your information strategically and delibrately to lead the eye. This forwards easy reading and does not overwhelm, making it attractive to the audience. It's not a simple case of cut and paste!
   

Design, when done well, is a marketing tool and an investment for your business. For me, I have helped my clients to boost their sales and break into new markets. Some of my clients finally clinched the partnerships and deals through a revamp of their marketing collaterals.

So, what are you really paying for when you hire a graphic designer? The final product is just part of it. You are paying for the sweat, blood and tears that the designer has gone through over the years to gain the knowledge and experience they have now. It is with these intangible assets that the designer is able to show you an impressive portfolio, and to give you peace of mind when you engage their services.