“Designing is all about problem solving.”
There’s a lot of graphic designers who have great in aesthetics but I just want to let you know, design must solve human everyday problems. If your design creates confusion with the user, you need something to work with on your design. So here are 3 reasons from my experiences, why your design is not selling to the market.
Lack of Confidence/Persuasion
As a graphic designer, you must know how to present your design. Give your clients, a reason why you created that design. In a blog that I read about copy writing, shared by Brian Clark of Copyblogger. Social psychologist Ellen Langer did an experiment about the power of a single word where she tried to cut in line at a copy machine. She asked in three different ways:
“Excuse me, I have five pages. May I use the Xerox machine?” – 60% said OK
“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” – 94% said OK
“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” – 93% said OK
This is not more on designing but this gives you a lesson on what you should improve to persuade your clients about what you did. Aside from persuasion, you must combine it with your confidence, show that you created something valuable.
You Are Designing For Yourself
Focusing too much on what you like can cause a problem to sell your design. If you are a graphic designer, you must do designs based on your market’s needs. Take a market research and analyze what are the elements that you should only include. Our industry is more on selling to people. An example of this is when you create a website design for a real-estate company. Yes, you were able to deliver seductive and pleasurable designs, but what if your navigation can’t be used by people who are aged 40 and above? Then instead of sales, you will miss a possible customer. Remember that you only have less than a minute to catch your market’s attention. That’s why you need to give importance on user experience of each design that you do. If you design without knowing what your market needs, then probably you’ll get a question on yourself, “What’s the problem with these people, my design looks really good? ”
Design versus Art
Just like what I said, designing is all about problem solving, it should not create confusions. Your design should be the answer to everyday problems of people. Design focus more on what can it do for people while art is for self expression in depth.
GOOD ART SENDS A DIFFERENT MESSAGE TO EVERYONE. GOOD DESIGN SENDS THE SAME MESSAGE TO EVERYONE.
Sounds good right? How can you sell if your design is delivering different messages to your market. Art is more personal, which is difficult to use in marketing your designs. My advice is, always keep in your mind that you are designing for people, do research and I guarantee your success in our industry.