Is Everyone a Designer Today?

With the rise of powerful image generation tools like Midjourney, Craiyon, and Nightcafe, graphic designers are facing an unprecedented challenge. These tools are democratizing design, allowing people with no formal training to create impressive visual content instantly. But with this shift comes a pressing question: What does the future hold for traditional graphic designers? 

During our recent On the Couch session, industry leaders Henry Cook from R/GA and Jason Grant from Adobe shared their perspectives on how emerging technologies are reshaping the graphic design landscape and what skills designers will need to stay competitive in this rapidly evolving field. 

Do graphic designers have to know everything nowadays? Is specialisation not relevant anymore? 

One of the central discussions during the session was whether graphic designers still need to specialize, given the growing expectation that they possess skills across multiple areas, from motion graphics to sound design. 

Henry from R/GA addressed this directly. "There is no doubt as a graphic designer that there is a greater need for a general understanding of many different programs and specializations... However, I believe if you want to be a great graphic designer, with skills that enable you to produce long lasting and impactful work, you need to master and respect it as its own specialist craft. " 

Henry emphasized that while the demand for multidisciplinary skills is real, true mastery of graphic design as a craft remains crucial. His advice? Find a role or a company that values and respects graphic design as a specialty while keeping an open mind to adjacent skills, as this will make you a more well-rounded designer. 

Once you've sold your idea to the “C-Suite” using AI, how do you get them to agree to the costs and time required to produce work without AI? 

The advent of AI in design has also changed how designers interact with decision-makers. Jason from Adobe weighed in on how designers can navigate conversations around time and budget constraints when proposing work that doesn’t rely on AI. 

"Be transparent throughout the whole process... The advantage of AI is it allows you to ideate a lot quicker from the start and we have customers that have taken weeklong processes into hours" 
Jason suggested that the key to gaining approval from senior leadership is transparency about costs and timeframes from the outset. AI offers speed and efficiency in the early stages of a project, which can free up resources for more complex, human-driven tasks later in the design process. By showing how AI can lead to cost savings, designers can make a strong case for blending AI and traditional design methods. 

When looking for a graphic designer, what are the usual parameters that hiring companies are looking for? What red flags that people should watch out for when applying as a graphic designer? 

For aspiring graphic designers looking to break into the industry, mastering technical skills is just the beginning. According to Henry, companies are looking for more than just raw talent. "For a junior graphic design role, mastering the craft is everything... Being talented isn’t good enough, you need to be an open person, open to different perspectives, open to learn, listen and open to criticism." 

Henry's advice to new designers is to show not just technical proficiency but also adaptability and a willingness to grow. He also highlighted the importance of evaluating potential workplaces for red flags like high turnover rates and the quality of the work they produce, suggesting that designers trust their instincts when choosing the right job. 

Is there any bias in the market towards hiring younger over older creatives? What do most companies value and look for when hiring? 

When asked whether there is an industry bias favoring younger designers over more experienced professionals, Jason responded, "I’m not personally aware of bias and would think that depending on the role companies would be looking for different skill sets to add to their team." 

He emphasized that designers, regardless of age, should focus on their strengths and how these align with the role they are pursuing. Experience is valuable, but showcasing skills that are directly relevant to the job can make a difference in a competitive market. 

Conclusion: The Future of Graphic Design is Multidimensional 

As graphic design continues to evolve, fueled by both technological advancements and shifting market demands, designers will need to strike a balance between specialization and adaptability. Tools like AI can streamline parts of the creative process, but true mastery of design as a craft will remain essential for those who wish to produce impactful, long-lasting work. 

The panelists were clear: design isn’t dying, it’s evolving. And while the tools may change, the core skills of storytelling, attention to detail, and creative problem-solving will continue to set great designers apart from the rest.