The Business and Social Marketing Efforts of Graphic Designers

by Sarah Clark
sarah.clark@graphicdesignschoolreview.com
Graphic Design School Review Columnist

The work of graphic designers focuses on market brands, products, services, and public service-related causes. Here are just a few of the many types of marketing efforts you could be involved in as a graphic designer.

Business Marketing

Businesses both big and small need graphic designers to design logos, brochures, web pages, and business cards. They might work for a retail operation like Banana Republic or Pottery Barn, creating designs for marketing collateral used in stores, in catalogs, and on billboards. In such efforts, graphic designers may work within an advertising department and answer to an art director.

Cause-related Marketing

Marketing campaigns that further a social cause have become increasingly common in recent years. Companies like the Body Shop and Avon are some of the most successful adopters of cause-related marketing schemes. Body Shop, for example, donates some of its profits to disadvantaged groups in developing countries or to environmental causes. They use such efforts not only to do good, but to promote their product, associating it with causes that their consumers support. Graphic designers with an interest in social causes might pursue work with an organization that supports cause-related marketing.

Nonprofit Marketing

Like a business, nonprofits often need graphic designers to cultivate a brand to achieve their goals. The Red Cross, for example, can be recognized alone by its thick red cross. Foundations like the Ford Foundation publish annual reports that are laid out by graphic designers. Many nonprofits also hold high-profile fundraising events that require well-designed invitations, announcements, and advertisements.

Public-service Campaigns

Remember Nancy Reagan's Say No to Drugs campaign? That along with the successful stop smoking campaigns are both part of government-sponsored programs to get out important messages to citizens. Graphic designers employed by the federal government might work for the Departments of Health or Education or a variety of other government agencies.

With a career in graphic design, you can participate in marketing efforts that have a business purpose, a social one, and sometimes both.

About the Author
Sarah Clark is a freelance writer who often writes on topics related to education and career development.