The new breed of graphic designers goes to multi-media schools, where they learn about computer-generated imaging. The courses they take prepare them for careers as web, TV, or film designers. Most multi-media courses do not include print training, and the graduates usually have little or no idea of what is involved in preparing a project for print. These "youngsters" can produce incredible web sites or TV advertising campaigns, but their customers are often disappointed when they try to apply the design to print projects. If you've ever talked to a printer about graphic designers, and seen him roll his eyes at the term, he was ridiculing these designers.

Fortunately, there is a middle ground. Because computer generated imaging is still very new, there are many relatively young designers who started out the traditional way and have upgraded their skills to include modern methods. These designers can integrate your real world and Internet designs to make sure that your projects turn out well in every medium you plan to use. They know about printing presses and computer monitors, and can explain why some things that look great on a monitor won't work on a printing press. Printers actually look forward to working with these designers, and the web sites they create actually work the way they're supposed to.

What to look for in a graphic designer

There are many very good web designers, and many very good print designers. If you know that you will never need to convert your projects from one format to the other, you can feel safe choosing a qualified designer from either field. On the other hand, if you are not sure about your future needs, or you know that you need to integrate both real world and Internet designs, you need to choose a designer with training and experience in both fields. We've prepared a list of guidelines to help you find a designer who can meet your needs.

• Meet with the designer you are considering, and ask to see his or her personal portfolio. If you cannot meet face to face, have the designer send you samples of his personal work, in every medium you intend to use.
   

• Ask for customer references -- don't accept anonymous "testimonials.” Get an actual list of customers with addresses and phone numbers. Contact several of these references and get honest opinions.
   

• Visit web sites the designer has created. Everything should work properly and look like it belongs. Check the spelling, punctuation, and grammar. Errors are evidence of slipshod work. Contact the site owners and ask for their opinions of the designer.
   

• Examine print materials carefully. Every element should be part of the whole. Again, errors in spelling, punctuation, and grammar are evidence of slipshod work. A poor printing job is evidence of either poor design or substandard printing. In either case, you should not deal with that designer.
   

• If the design house or individual designer will not provide you with samples or references, do not allow them to work on your project.

Let Carnright Design be your graphic design team member to help create memorable marketing and advertising materials and strengthen your brand.