A little help for the potential client

I think our clients are confused.

Many of us graphic designers find ourselves in a predicament when it comes to negotiating with potential clients—but I think it is not the clients fault, necessarily.

So, without further ado, I would like to provide some enlightenment for you out there seeking creative services:

You will be looking for one of two people: a graphic designer or a desktop publisher.

A desktop publisher (dtp) will know the software of the trade: Quark, InDesign, Photoshop, Illustrator, etc. They will also have some knowledge of the printing process and web publishing process. The desktop publisher provides a “look”—they can mimic current styles and trends; they may or may not have a associates degree or certificate in design, graphics, visual communication or something related. The main benefit of a desktop publisher is that their rates should be quite affordable: approx $10 - $12 hourly for a entry level dtp; up to $30/hr for a more seasoned dtp.

A graphic designer (communication designer) will know the software, have advanced knowledge of the printing process (they will know what a hickey is; they will be able to do printers spreads in their sleep), may have web/multimedia skills, and will probably have an associates, bachelors or higher. (Some lucky individuals may not have a degree, but may possess natural talent that supplements that.) A graphic designer will know typography, grid systems, gestalt theory, the golden section, basic copy writing, and all the other elements that are implemented in visual problem solving. They will probably be a member of a professional organization such as AIGA. Graphic designers aren't interested necessarily in mimicking current trends; they are interested in providing the best solution for a problem—which can end up spurring a new trend. They will do extensive research and will ask a lot of questions. Freelance graphic designers can charge $15 -$20/hr for entry level/just out of school, up to $250+ for seasoned professionals. Agencies may charge even more. The benefit of hiring a graphic designer is you are going to get a solution that will stand out, get results and have a bit of staying power over time.

So, I hope that helps you, dear client/employer, when you go to post a job description.
(And, I hope this helps our desktop publishers who may accidentally refer to themselves as graphic designers.)

Here's a link to some informational downloads from the AIGA.