A graphic designer is a communicator. He creates a visual product that produces quantifiable results for his client — profits, greater product visibility, or an increase in web site traffic, for instance. A graphic designer is therefore specializing in handling his client’s most precious asset, the basis for such effects — the client’s image.

Some confuse art and graphic design but they are quite different. Where art is an expression of the human condition, graphic design is visual communication. Art, depending on those who view it and what previous life experience they have, can mean very different things to different people. Graphic design must create a clear and intentional idea easily understood by its target audience. The end result determines whether or not the design was successful.

So how do we get there? Many designers use their own method, but all share a basic theme. First, the designer works with his client to define a goal. Through open and honest communication the process begins. A symbiotic relationship is created between the client and the designer, where they both work for one other. Yes, the client employs the designer to create an end product (image) but the client must trust also his designer to decisions that will create the desired results. He gains said trust through examples of previous design experience, knowledge of the industry, and a connection to the client. And good teeth — everyone likes a nice smile, mine are fantastic.

Emmanuel Tapia is a member of AIGA.

AIGA serves as a hub of thought-leadership and activity for the designing community. The association is committed to stimulating thinking about design through the exchange of ideas and information, the encouragement of critical analysis and research, and the advancement of education and ethical practice.

Contact:

Emmanuel Tapia
480 | 332 | 4898

et@emmanueltapia.com
350 East University Drive #3320
Tempe, Arizona, 85281

The { heart } of communication.