Graphic Designers, Academia, Practice, and Return on Investment

MA Emma Kocmanek Dikyova, DipArt
21. 4. 2019
Minut čtení: 2

for Retail News Magazine 4/2019

Graphic Design Is a Commercial Communication Tool Used Across All Industries. Its Core Principles Reflect How Our Brain Perceives Visual Information.

Design Education and the Role of the Designer

While design students are globally trained primarily in creative production processes, they should also be consistently exposed to humanities and social sciences—including brain development, perception, culture, psychology, experimental psychology, anthropology, and neuroscience.

Graduates of graphic design programs typically know how to produce design, but not always how to listen deeply to a client’s brief, justify their creative decisions, or evaluate their own solutions. Only with this holistic approach can they create a sophisticated design concept.

Being able to work across different contexts is essential for any designer today.

The Role of Graphic Designers in the Czech Republic

In the Czech Republic, graphic designers are often seen simply as people who know how to operate software—not as experts in human thought or behavior.

As a result, many designs may be technically fine, but functionally weak in terms of strategic concept. Relying only on "instinct and imagination" often produces hollow or ineffective messages, especially in local studios.

To succeed as an entrepreneur or manager, you need to understand the value of communication design—and how to recognize a designer who can truly deliver it.

Cheap Design Can Be Very Expensive

Here’s a simple example:Imagine paying 50,000 CZK for advertising space, only to place a poorly designed ad. You’ve just lost 50,000 CZK.

But if you invest in a skilled communication designer, the return can be in the millions, depending on your product or service.

What should you expect from a great designer?

Curiosity and questions: Innovation comes from exploration.
A desire to understand your business.
A commitment to interdisciplinary collaboration and identifying the right methods and techniques.

Designers should be well-educated and continually self-educating, even in your industry. Integrating academic knowledge into practical use should be second nature.

The ability to apply specialized knowledge as part of a designer’s mental toolkit is priceless. Scientific research supports design’s impact on commercial performance—including your sales.

What Makes a Great Designer?

Look for someone who:

Asks the right questions.
Can isolate key messages.
Helps educate clients, especially those new to graphic design.
Provides constructive feedback.
Fosters a dialogue based on mutual respect and critical thinking.

This collaborative spirit can lead to serendipity—an unexpected result that takes your business further than you imagined.

Ultimately, we must choose whether to challenge outdated habits, embrace critical thinking, and break through skepticism. If we want better communication, change is necessary.

Conclusion

Graphic design is not just about assembling visuals or typography. Nor is it pure art, because it’s not a commissioned artwork.Graphic design serves business and communication.It’s a solution to a commercial problem.