Debunking Five Myths About Graphic Design (Why Design Matters)

Though I’ve developed a wide range of skills in my professional career, and I am passionate about many aspects of marketing and advertising, my heart belongs to graphic design. I love the art of not just creating but making something that moves someone —?something that inspires people, urges them to action, or leaves a lasting impression.

Unfortunately, graphic design is a field often shrouded in misunderstandings. Many designers in a corporate environment struggle to communicate their value for a variety of reasons.

What follows are a few of the most common myths about design debunked.

My hope is that understanding the rationale for why design sometimes gets sidelined in companies will help designers counter these false narratives, elevating their own brand and reinforcing the strategic —?and economic — value of smart design.

Myth #1: Design is just about making things pretty.

While aesthetics certainly plays a key role, good design goes far beyond looking visually appealing. It's about effective communication and problem-solving through visual elements. Sometimes, the best design isn’t even the most beautiful. A website that may appear very creatively uninspired. However, if it respects the user through intuitive navigation and a simple, strategic path to conversion, it serves as a powerful example of successful design.

Good design is a thoughtful and strategic process that goes beyond aesthetics. It's about creating meaningful solutions that are functional, usable, and communicate effectively, ultimately enhancing the user experience.

Good design delivers in a multitude of deeply impactful ways, including:

• Effective problem solving:?Good design solves problems users face. It considers the user's needs, goals, and challenges, aiming to create a product or experience that effectively addresses them.
• Intuitive interaction:?Usability is key. Good design ensures things are intuitive and easy to use, with clear navigation, proper labeling, and logical flow. A confusing or frustrating design is ultimately ineffective regardless of how visually appealing.
• Clear communication:?Design is a powerful communication tool. It conveys information, instructions, and ideas in a way that is clear, concise, and easily understood.
• Emotional connection:?Design can evoke emotions and create a specific feeling or ambiance. This can be crucial for brand identity, user experience, and overall impact.

Myth #2: Anyone can do it.

Perhaps the most insidious of all misconceptions about design is the idea that it takes very little specialized skill or training.

Advanced design software has become more accessible over the years, helping to democratize the world of design and opening up doors to many talented creators who might have otherwise been shut out of the marketplace.

While these tools —?including the rise of sophisticated automation, templatization, and artificial intelligence —?are valuable, even to highly skilled professionals, they are not a replacement for human expertise.

Creating effective visual communication requires specific skills and knowledge.

Understanding design principles, typography, color theory, and user experience (UX) is crucial for crafting impactful designs.

Non-designers might not grasp the complexity of the design process, mistaking it for a purely artistic or technical task. This can lead to unrealistic expectations and underestimation of the effort involved.

Those who view design as a simple commodity, easily reproduced through technology, often assume design should be cheap and easy. They fail to understand why quality design does and should take time, effort, and expertise.

The process of design is about more than the act of creation. It involves research, brainstorming, revisions, and client communication, making it more than just pushing buttons on software.

Myth #3: Design is just art.

While artistic ability can be a plus, graphic design is more science than pure art. It involves applying design principles, user research, and data to create solutions that are both aesthetically pleasing and functionally effective.

While design and art share some elements, like creativity and visual appeal, they differ fundamentally in their goals and approaches.

Art primarily focuses on creative expression, while design aims to solve a specific problem or fulfill a defined purpose. Art is guided solely by the artistic vision of its creator, while design caters to a specific user or audience, aiming to make something functional, usable, and influential.

Art is often driven by intuition and personal interpretation; design employs a methodical and user-centered approach.

Designers gather data, understand user needs and constraints, and iterate based on testing and feedback.

Art is subjective and shaped by individual perspectives. Design, however, can be measured and objectively evaluated based on its ability to achieve specified goals. ?

Design extends beyond mere artistic expression to encompass problem-solving, user-centricity, and a focus on function and usability.

Myth #4: Design is window dressing. ?

Because design is often seen as art rather than science, it’s sometimes deemed unnecessary fluff that doesn’t impact the effectiveness of a marketing or communication strategy.

In many companies, design is the realm of creativity, and creativity is often seen as disconnected from strategy. This can happen for several reasons:

• Short-sighted view: Some companies prioritize immediate results and may see design as an unnecessary cost that doesn't directly contribute to the bottom line. They might not understand the long-term benefits of good design, such as increased brand loyalty, improved customer experience, and enhanced employee productivity.
• Focus on functionality over form: Some companies prioritize functionality over aesthetics, believing that the design is unimportant as long as a product or service works well. This can lead to products that are clunky and user-unfriendly, ultimately hindering their success.
• Lack of understanding of design's impact: Some decision-makers may simply not understand the impact that good design can have on a business. They might not be aware of the research that shows how design can influence user behavior, brand perception, and even employee morale.
• Lack of design representation at high levels: In some companies, design teams might be siloed, lacking a seat at the table in crucial decision-making processes. This can limit their ability to advocate for their ideas and demonstrate the impact of their work. This may also lead to a culture where design is seen as an afterthought rather than an integral part of the product development process.

Myth #5: Design does not contribute to the bottom line.

Of all the myths I’ve encountered in my professional career, this is the one I’ve fought hardest to educate corporate leadership on —?as it is the one that has the most significant impact on how designers are valued and whether or not they have a seat at the table.

The value designers bring, like brand recognition, user engagement, and positive first impressions, can be intangible and difficult to quantify in immediate financial terms.

Designers trying to quantify their value face several significant hurdles, including:

• Subjectivity: Unlike some marketing campaigns with clear metrics like click-through rates or sales figures, design can be subjective. What one person finds aesthetically pleasing or user-friendly, another might not. This makes it difficult to quantify the impact of design in a clear, universally accepted way.
• Long-Term vs Short-Term Impact: The benefits of good design often unfold over time. A well-designed website might gradually lead to increased customer loyalty and brand recognition, but attributing these results solely to the design change is tricky.
• Indirect Effects: Good design often influences multiple areas of a business, making it challenging to pinpoint its exact financial contribution. It might improve user experience, leading to higher conversion rates, but it could also affect brand perception and customer satisfaction, which indirectly influence sales and revenue.
• Murky Metrics: Design is often intertwined with other activities like marketing or development. Separating the specific costs associated with design work from the broader project budget can be complex, making it difficult to calculate a precise ROI based on design investment alone.

Despite these challenges, it's essential to remember that the value of good design goes beyond a simple ROI calculation. It can contribute significantly to brand identity, customer satisfaction, and long-term business success in various ways.

While it's difficult to pinpoint an exact figure as various factors influence buying decisions, research suggests that brand awareness significantly increases the likelihood of a purchase.

Here are some insights:

• Studies show that 61% of consumers are more likely to buy from a brand they recognize [Source: AI Contentfy]. 71% of individuals say brand recognition is important?before making a purchase [Source: Global Banking & Finance Review].
• Brand awareness builds trust and familiarity.?When consumers recognize a brand, they feel a sense of familiarity and trust, making them more likely to consider that brand when making a decision.
• It simplifies decision-making.?Faced with numerous options, consumers often opt for familiar brands, reducing the perceived risk associated with trying something new.

Therefore, while not a guaranteed outcome, brand awareness can significantly increase the purchase likelihood compared to completely unknown companies.

Remember, brand perception also plays a crucial role. A positive brand image further strengthens the influence of awareness on buying decisions.

It’s crucial for designers to effectively communicate the value they bring, not just through aesthetics but also in terms of user experience, brand consistency, and business growth.

Of course, these are not universal issues, and many companies highly value their design teams. Thankfully, this view of design is also becoming increasingly outdated. As businesses become more competitive, they are realizing the importance of creating a positive user experience through well-designed products, services, and environments.

Companies that invest in good design are often seen as more innovative and customer-centric, ultimately leading to better business outcomes.        

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Are you interested in learning more about how great, strategic design can elevate and impact marketing strategy to drive business growth? Email me at [email protected] for a free consultation.