In Defense of Designers
”The graphic artists and designers we’re hiring to build our websites and brochures have degrees in design and know everything about Photoshop, but how many of them have read a single book about writing good sales copy? How many of them know how to clarify your message so customers listen? And worse, these companies are glad to take your money, regardless of whether you see results or not.”
― Donald Miller, “Building a StoryBrand: Clarify Your Message So Customers Will Listen”
Excuse me? Mr. Miller? As a professional graphic designer and a fan of your work (I happen to be a designer who’s actually read and benefited from your “Building a StoryBrand”), I take issue with the above statement about “artists and designers.”
Take a look around. There are so many amazing and market-savvy graphic designers out there doing great work. They don’t operate in a bubble, and they really do care about results, ROI, etc. In fact, as professionals, they know well how integral graphic design is to the successful delivery of any message. Great design draws people in and enhances and reinforces the message. They work together.
Also, when you lump all designers together as being clueless about brand messaging, you dismiss a whole slew of very cool companies that specialize in both. Cronin Creative, for example, is often referred to as a design agency, but we deliver a range of marketing services, including content creation from one of the best writers around (if I do say so). As such, we have a problem with that last sentence about how we’re “glad to take your money, regardless of whether you see results or not.”
As I said, I’m an admirer of your work, and we’ve incorporated some of your great ideas into our own business. But a blanket statement like the one above does a disservice to a vibrant creative community that deserves recognition for the care, the craft, and the pride they pour into their work and the long term results they deliver for their clients.
There, I feel better now!