August 25, 2009
“Our clients need to believe in what we are selling and to believe in us. From a graphic design perspective, the onus is on us to make our visual communications clear, impactful and meaningful.
It took much patience and a few years to build trust among my clients, both in the value of good graphic design and in me. I remember one late night standing in front of three 4 x 8-foot presentation boards intended to sell our healthcare services with their charts, graphs and half-completed renderings, when the design leader quipped to me, ‘Graphic design is hard to explain.’ I shot him a glance and replied, ‘It is even harder to believe in.’
In a graphic design studio you are awarded jobs based on your experience, reputation, portfolio and salesmanship. Clients want to trust you because they are paying you, and if they don’t trust you, they will change your design. With in-house design, though, there exists the unique opportunity to dive deeper into the day-to-day business with the clients and upper management and share their insight and experiences. Most of us have a client-facing job where every day we play the designer, account manager and partner. If we are good at it, we are awarded with the holy grail of trust, and the rapport and support that trust brings.”
Lisa Gainor, Creative Director at Hello Designers
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