What Do Graphic Designers Do When They Evolve

Q:I've been wondering. What does a graphic designer do when he or she no longer wants to be a graphic designer? Now don't get me wrong, I love my job and it is very exciting, but there should be more to life than fretting over the kerning space between an "L" and an "A". I also have a problem. The fact that I don't know of too many designers over the age of 35, and I know quite a few designers. Then there's the salary thing, designers are paid a little over minimum wage at entry level, and it does not get much better after that. So, what can a computer savvy, marketing minded, creative person do?

A:Your story is very much that of a friend of mine. He was a graphic designer for many years -no business education. A few years ago he started his one man band ad agency, he picked up marketing books at the bookstore to strengthen his weakness. Although he's very good at the creative concepts, he's OK at the marketing end but since he realizes this, he pulls in the expertise when needed. Now he has some very big accounts, not to mention evolving from a one man band into a group! Marketing is but one aspect of potential jobs. There are many others that you are probably qualified for as a result of your experience even if you were not directly involved. Ever put together a card deck for a client? You would be surprised just how many people do not know what it is let alone how to get one rolling. Then there is technical writing. You have developed a lot of skills over the years in designing the entire layout and if you have paid attention to the total text rather than simply the spacing, you have probably picked up a lot of skills needed to write that text as well. How about a consultant in evaluating existing advertising programs of small businesses? Or what about freelancing in developing the Yellow Page ads for small and medium-sized businesses? That is one area where inexpensive assistance to the small business owner is invaluable, but you can bring in thousands per month for very little actual work on the ads themselves. One ad...three hours work...two hundred dollars. Nice ratio. Then there is electronic design. Completely different from paper stock design work and a whole lot less rigerous. You can put your talents into the presentation with respect to color and style rather than the emphesis on kerning and the other technical issues of type layout. And you are designing at 72 DPI in only 256 colors. Makes things far easier and much more enjoyable. Finally, there is interior design. You would be surprised at just how much of an eye for color you have developed. Apply that experience to room interiors and furniture coordination with room trims. Major bucks. Nope - but its a great start. Firstly you havre to decide what you mean by marketing. My perception of marketing is identifying target audiences, creating strong offers, producing marketing materials and plans. If you are interested in doing this, talk to some of the people on the list who do it full time. If (as I expect) what you mean by marketing is actually a fancy word for sales, you need to get some experience selling stuff. The skill set is quite simply being able to meet people, identify their needs, and persuade them to pay cold hard cash for your solutions NOW! Depending on the position (existing accounts or new business - without experience you'll probably be stuck with new business) you'll also want to be comfortable with 50 people telling you to go away for every one who will speak. And in the early days only 1 in 10 or 20 of those will actually buy. Howerver, if you can enjoy sales and can find something which you are excited about selling that relates to your previous experience, you will definitely be able to make more money within a couple of years - if you are good. Setting up your own business is both easier and harder. It is easier as you usually don't have to sell as much to make the same personal income. It is harder as you have to be an accountant, lawyer, bookkeeper, graphic designer, office boy and janitor as well as a sales person.