You Are Not A Graphic Artist May 20, 2008Posted by David Dirks in Creating Marketing Materials.
Tags: creative, creative director, graphic artist, graphic design, marketing collateral, sales collateral
If I have a great marketing idea, should I also be the one to do the creative for it too? NO. NO. NO. Too often I’ve seen great marketing ideas go kaput because the same person who took the time to think up the idea was also playing creative director or graphic artist. Look, as a business owner you’ll come up with all kinds of good ideas to market and promote your business. Here’s the catch: You shouldn’t do the creative (i.e. create the mailer, packaging, business card, brochure, catalog, etc.) for anything unless you have done it professionally in your previous career.
All to often I’ll see a marketing piece and cringe when I see it. It’s usually awful. Spacing, use of colors, crazy fonts, dreadful copy, and this list goes on and on.
As a marketing professional, I can conceive of the marketing campaign and put it together but the designing of the creative materials I leave to the professionals. You might be the cook, bottlwasher, owner, and marketing genius but you’re not a creative professional who knows how to take your goals and objectives for a marketing piece and create several professional looking variations.
Why do business owners decide they can be creative directors at the same time? I’m not sure but it’s probably a variation of control freak, ego, and being too cheap to have someone locally do the creative work.
My advice: stick to what you know. Have a great marketing idea? Great. Put the plan together and then do the right thing: hire a graphic artist who has a reputation for creating high quality work at a reasonable price. The Big Dogz spend the money to make sure they have every chance for success when they send out any marketing material to a current or potential customer.
Don’t cheap out. Spend a few bucks and do it right.