A Designer’s “Dr. Jekyll and Mr. Hyde” Syndrome

By Lee Brinckley - Web Marketing Director 9.17.09

So you have a great graphic designer who consistently creates creative, well-designed ads and brochures for you. Stands to reason he can do great websites, too – right? When you mentioned web design he said he could do it! Why wouldn’t you have all the confidence in the world that you’ll get a great looking, fully-functioning site?

When you get your completed website it really is great looking. It’s only after you start using the site that problems appear. You start running into issues, like having your site display differently in different browsers, images loading slowly, or a fall in search engine results because the site is made of graphic slices.

This is not a commentary to disparage graphic designers. It works both ways. You hire a web designer to create you a new website. You are pleased because you are maintaining or increasing your position in search results and driving in more traffic. The dynamic functionality on the site works and your site looks great in Explorer as well as Firefox, Safari and so on. It’s when you use them as a graphic designer that you become frustrated. You could encounter problems like incorrect PMS colors, bleeds that are not set, or images that are not high-resolution.

I call it the designer’s “Dr. Jekyll and Mr. Hyde” syndrome. To put it simply: even though a graphic designer is a genius with print, they can wreak havoc as a web designer, and vice versa. You see, graphic design and web design are two different mindsets. Both are creative vocations, but they are not the same. It usually takes a team to execute successful integrated campaigns.

Let’s look at into the minds of both and see what they think about:

The Graphic Designer

Picture/graphic resolution - 300dpi
Raster vs. vector
Print vendors
Color (PMS, 4 color, 2 color, 1 color, CMYK vs. RGB)
Readability of text (point size, fonts, can go smaller in print)
Hierarchy of design/layout
Texture: print is physical, you can actual hold it and feel it
Waste: print pieces produce actual physical waste/garbage
Brightness of paper
“Below the fold” (tie in brochure breaks to web/window limitations)
Use of whitespace
Designing for traditional media (print, newspapers, etc)
Budget limitations for print campaign
One chance to get things right. Once sign off on the proof occurs, it is done, any changes after that will cost money, both in time, but also in fees.

The Web Designer

Design layout (fluid vs. fixed width)
Fonts and readability
Graphic Resolution – 72dpi
Browser compatibility
Meeting web standards and ADA (American Disability Act) regulations
Screen brightness
Displaying on other platforms such as mobile devices, e-newsletters
Search Engine Optimization
Vertical vs. horizontal navigation
Flash or no Flash
Integration of social media
Hosting providers/capabilities
Changes/updates can be made in real-time

I need to say that it is possible for one person to be an expert in both print and web. But more often than not, someone is an expert in one and picks up the other to keep or grow business, creating the “Dr. Jekyll and Mr. Hyde” syndrome. Not only is it frustrating (and maybe even damaging to the customer), but it frustrates the designer as well. For those in this position, I recommend they outsource the projects they are not qualified to do. This will save time, money and their reputation.

Design firms that employ both web and graphic designers on their creative teams usually create great marketing campaigns by integrating the two mediums effectively. If a print project is going to be repurposed to a fit a web campaign, the integrated creative team gets together and works out a plan to make that happen. By doing this, the project moves efficiently, keeps costs down and runs successfully.

If you have a great graphic designer (or great web designer) that says they can do both, ask for references. It may save you a headache initially to use them for both jobs, but you may have far more headaches later when your printed piece looks unprofessional, or your website lacks functionality. Look for specialists in each category – or find a firm that employs both on their creative team.

toaster
Posts: 10

Carrying both is a talent
Reply #2 on : Wed February 10, 2010, 09:20:14

Maybe a better analogy in the business world would be asking a fiction writer to then write a Congressman's speech. I agree that each role calls for a different set of requirements to be part of your every project.

Unless you carry both sets with you early on in your career, it is easy to get caught up in one and essentially stuck in rut. I have found it difficult to "thinking differently" because well ... old habits are hard to break.

To the previous commenter, you have talent that is often not understood by others. Don't let the "odd one out feeling" get you down!

vmethod
Posts: 10

Re: A Designer’s “Dr. Jekyll and Mr. Hyde” Syndrome
Reply #1 on : Fri January 08, 2010, 10:07:35

I completely agree 100%. Where I fall I'm not so sure though... Initially I started as a graphic designer, then I got into web design, I recently was hired by an ad agency as a graphic designer, but I handle a lot of the web design. I entered not knowing much about print design, but I feel comfortable in saying that I am well experienced in both equally now. It's not so much the dr. jekyll and mr. hyde syndrome with me... but I can definitely see it in my peers. I think it's the fact that I have carried both "beasts" with me this entire time.

That's nothing to say anything bad about their abilities, they are excellent graphic designers, but like you said, it's a completely different mind set. Which is why I hate having to stop a web project to work on a print project because I have to take a step back and refocus each time (no one here truly understands this and I feel like the odd one out).

It aggravates me when people think that just because you're one you can do it all. Not everyone can, and those who think they can and really can't... just "know enough to get into trouble" I like to say :)

It's like doctors... just because you're a specialist with this part of the body means you can figure out what is wrong with the other part. Yet, you're still a doctor.

Bad analogy I know, but it works for me for now. (Time for more caffeine and kick start this brain this morning!)