June '22

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G R A PH I C S - PR O.C O M 2 0 2 2 J U N E G R A P H I C S P R O 6 3 how easily well-meaning graphic design- ers can so easily fall prey to using graphic design skills for sign design? So, yeah, if you are currently a graphic artist, or you manage or employ graphic artists at your company, there are some dierences in the core design disciplines that must be acknowledged for the design piece to be eective in its mission, pur- pose, or role. And you may nd (or you have already learned the hard way) that when those core dierences are ignored, great graphic design ends up failing in the most profes- sionally obvious ways, yet most of the time the customer has no idea why because the designer doesn't either. THE BEAUTY PAGEANT Client: "at logo design is beautiful! It's the nicest logo I've ever seen!So ornate and so much ne detailing. It's eye-catching for sure.Yes, some people say that when driving by in a car, the words are too hard to read, and I get a lot of calls from folks who can't nd my shop, even though the logo on the sign is big, and it's right out front.But I think it's beautiful, and so does my designer, so I guess people are just not paying attention." Have you heard anything like this from any sign customer before? at's where the core dierence between sign design and graphic design matter. SIGN DESIGN OR GRAPHIC DESIGN? A sign is dened by the fact it has a mes- sage to convey in three seconds or less at two feet or more away, and it is what Graphics tell us something, but what? If only cave dwellers back then had a language to fall back on, this might have been a sign, rather than just a design. ATTENTION: ALL MAMMOTH SPEAR HUNTERS Daily Bag Limit: ONE PER CAVE

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