Long list of graphic designer job requirements from
one Craigslist posting.
From medical doctors to lawyers, therapists to graphic designers, the inevitable question of whether to focus on a niche expertise or be a jack-of-all-trades is a serious decision that all professionals must face.
Graphic designers specifically have a challenging time with this decision, due to the plethora of skills they are expected to have in today’s shrinking market. Just looking at the job requirements for graphic designers on the San Francisco Bay Area Craigslist posts, it becomes clear that businesses, now more than ever, are seeking brilliant graphic designers AND excellent web programmers all wrapped up into one shiny package of a person. These are two totally separate career functions requiring years of training. Yet, increasingly graphic designers are expected to have both skill sets. Thus, designers are being pushed in the direction of career generalists.
But at what costs?
As a generalist: Yes, you have a huge pool of potential customers and sources of income, but are you setting yourself up to be mediocre by not honing your skills in one particular area? And if you’re not an expert, how will you stand out and differentiate yourself from the competition?
On the LinkedIn AIGA discussion board, over fifty graphic designers from all over the country have written in expressing their extreme frustrations and concerns with this shift in today’s job market.
In fact, some designers have revolted against this generalist trend. David Airey, a talented logo designer from Northern Ireland has branded himself a logo design expert. By creating a widely popular blog devoted solely to his expertise in logo design, David has successfully carved a name for himself in an oversaturated market.
But are there pitfalls for the specialist, as well?
As an expert: Are you shutting out potential customers and sources of income? Will there be enough variety in your career if you focus on one element or will it lead to a career of boredom and stagnation?
Being a generalist or specialist each has its pros and cons that every professional must weigh for him or herself. But before making the pros and cons list, the best place to begin the decision making process is by asking yourself, what do I want to do with my career? What will bring me the most happiness? If you know you love working on a wide variety of different projects and you're willing to put in the time and effort to learn the necessary skills, then maybe a generalist is absolutely the right path for you. But if you hate web design or some other aspect, but feel you “should” learn it because “that’s where the money is,” you’re going to be miserable and probably churn out some seriously mediocre work. So make an informed decision – inform yourself on what you would love to do. Start from there and you can’t go wrong.
For more info visit Stephanie Orma's websites: Orma Design and She's SO Creative
Comments
Hi Stephanie,
You pose some good questions, and I agree, there are pros and cons to both specialising and generalising. For me, the benefits of focusing on a niche far outweigh any negative aspects.
You ask if specialising leads to boredom and stagnation, but in reality (in my case), the knowledge I need is limited only by the diversity of my client base.
All the very best.
Great article and definitely a huge topic in the design profession, as well as many others fields too. Perhaps it is the same topic that comes up at some point in the natural evolution of any profession.
I think there is room for both generalists and specialists. They cater to different audiences...just as there are general family doctors and specialists for particular issues. Depending on the particular needs of the client, they will seek out the right professional that fits the case.
I think each person has to choose what interests and drives them the most, so no matter what they do - they are doing their best.
Thanks!
From what i have seen here in St. Louis, the job market has dried up and they want artist now to be more like secretaries that do some design work, while maintaing the office emails, paper supplies and data bases. I know a lot of artist that specialize in illustration of the traditional form and are not moving forward. And it has some advantages. Digital art has limitations, and really cheapens the field in some ways, where one design can be manipulated by others.
I feel knowing a little bit of everything helps, as you never know what you are going to assigned or tasked to do. Versatility is really the key to survival now.
barry
Stephanie, I am really glad you chose to write an article on this topic. I am amazed to see how wide-spread this problem is. I am finding it is the norm now to see job postings that require graphic designers to have print design, web design, and web development expertise....and like Barry mentioned in his comment, be the office secretary as well. That is a tough order to fill.
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