I love art! “Graphic design” is (usually) NOT art. That’s not to say design can’t share qualities we love about art—being visually appealing, disruptive, thought-provoking—but when I approach a project, the goal is never just to “make something pretty.” Graphic design is a communication tool. It is not my “art” project. At the end of the day, its form must be top-notch, but every piece’s function is the driver of its form.

Your audience is a sponge in an ever-changing, ad-driven, social media-conscious landscape. Good design must evolve along with its target consumer. This means that you need to meet your people where they are—using the visual language that will resonate with them. That’s why it’s a designer’s obligation to use all tools available (video, social, AI, print) in harmony with the culture of your consumer (trend-driven vs. traditional, etc.) as part of their continuously evolving approach to design.

Your audience craves authenticity. They don’t want to be tricked, or bored, or sold to. They can smell AI from a mile away. Their attention spans are short. Your message should be worth their time, made in good faith, and designed to be approachable and memorable.