The prevailing notion about design seems to be that it is always subservient to marketing, but that is absolutely not the case. Communication is the overarching discipline. Both graphic design and marketing fall under communications. Graphic design often works in conjunction with marketing, or serves marketing purposes. However, sometimes design itself IS the product, and marketing then serves design.
As designers, we have done a good job of selling our skills as valuable business assets. Companies understand the value of a strong logo, a well-organized, attractive website, and professional-looking brochures.
But it is time to remember that design has many functions. Here are some of them:
As Paul Rand, the designer of many famous logos (for IBM, UPS and ABC) said: “To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse.”
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