I interviewed Joshua Foster, art director at Machine, to ask his opinion on the influence of graphic design skills in the workplace. Machine's clients include the likes of Motorola, Appletiser, L'Oreal Paris, Bokomo, Woolworths and Nedbank to name a few. Foster recently worked on the Marmite Valentine's campaign and was involved in the team for Machine's successful Red Bull pitch.
Q: How do basic graphic design skills benefit people in related industries, such as marketers?
A: One of the most important ways I think it benefits marketers in particular is that they have a way of managing their expectations when it comes to achievable levels of craftsmanship. They have a better understanding of the time it takes to do certain pieces of work.
Oftentimes the expectation is very high and you'll get something like, "We need this in two hours" - this is obviously a massive barrier when it comes to creating good design work. That being said, time constraints and budgets should never be an excuse for putting out bad design work.
Q: As art director, what is your relationship with marketing?
A:The role I play is to make sure that the creative message that is delivered is always done in a relevant way. The marketing plays an integral role in deciphering the message that needs to be conveyed. The creative work delivers this message. If the creative is not relevant to the market then the message is lost and the communication is useless.
Q: What do you feel graphic design's function is in advertising?
A: Graphic design allows us to convey any message in its most simple, beautiful and memorable form. Brands want a connection with their consumers. Graphic design allows this to happen.
Q: Where could marketers listen to graphic designers more, and why should they?
A: Marketers should trust in graphic designers' ability to tell visual stories and convey visual messages. Often they want to overcrowd a simple message, thus making it more complicated. Also, if we asked for more budget from clients, it would be great if that was also heard.
