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Graphic Design vs. Desktop Publishing

When developing a career as a graphic designer, you will face important decisions about the niche of customers you want to serve or the general types of work you hope to specialize in. Desktop publishing has emerged as a distinct slice of the graphic design pie. Although desktop publishing encompasses the most crucial elements of good graphic design, this particular niche emphasizes the production of clear, effective and visually stimulating print publications.

In 1984, the creators of Émigré Magazine‚ were among the very first professionals to integrate the Apple Macintosh and its nascent suite of desktop publishing tools into its production cycle. Though primitive by today's standards, the Mac democratized the design and publishing process. It also blurred the line between a true graphic design professional and an eager hobbyist.

Over the years, improvements in software and hardware have forced businesspeople to improve their understanding of graphic design while incubating a new army of desktop publishing professionals. Although technology has technically eliminated the need for highly trained professionals, many companies want to benefit from the skills and added value that a strong graphic design can bring to their products and services.

Experienced desktop publishers fight a war on two fronts. On one side, they face beginners who purchase off-the-shelf software package and start passing out business cards at the local grocery store. Though inexperienced, these new competitors can chip away at the solopreneur and small business markets in a community by offering services at substantially lower rates to relatively unsophisticated customers. At the other end of the battle, desktop publishers face competition from innovative software updates that include templates and other built-in design functions that allow potential clients to dabble in document design on their own.

To keep new work flowing through the pipeline, an experienced desktop publisher should emphasize his or her unique graphic design sensibilities. In addition to
providing excellent customer service and stellar work product, desktop publishers should focus on the value they add to a client's project by eliminating the time wasted when a client noodles around with unfamiliar software. Desktop publishers should seize every opportunity to educate potential clients by helping them understand the benefits of powerful graphic design. After viewing a successful pitch by a qualified desktop publishing expert, a client should understand how their piece can look and feel professional and polished. A true expert can drive the point home by showing the client examples of how strong graphic design results in customer confidence and stronger sales.

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