Local Businesses Use Graphic Design to Enhance Their Image

Computers may have been around in some capacity for 80 years, but the first data traveled between computers on ARPANET, an ancestor of the internet just 40 years ago on October 29, 1969. At that time, computers were not interconnected or interactive, though some researchers were studying how computer systems could be networked to provide and receive information. In 1977, the first three-network transmission took place, and the TRS-80 desktop computer was made available to the public, according to information provided by the Computer History Museum website.

During the last 40 years, internet uses and capabilities have exploded. With the advent of the World Wide Web and e-mail in the 1990s, computer networking grew phenomenally. The graphic design industry, an artistic professional discipline which projects a visual representation of ideas and messages, began implementing computer technology in the 1980s to increase precision and save time. Newer computer technology of the 1990s allowed designers to avoid costly mistakes and to choose from a variety of typeface selections. Today, graphic design software and the flexibility of exploring a vast number of design alternatives reduce consumer costs and increase efficiency, according to the Bureau of Labor Statistics.

Chris Boire had no idea what he wanted to do after high school, but he knew he liked math and art. He decided to use the same consultant his sister did to help him figure out a career path. The consultant steered Boire toward the graphic design field, and for Boire, it was the right fit. “I love what I do. Time flies when I’m working. It’s a great field for me, because I can hone my artistic creativity and apply it to business,” he explained.

Boire attended Colby-Sawyer College, a small school in New London, NH, and graduated in 1996 with a bachelor of fine arts degree in graphic design. Boire was one of only four graduates in graphic design that year. “It was very precision-intense. We had mentors who worked one-on-one with each of us,” he recalled.

After graduation, Boire spent five years working for design firms in St. Albans and Burlington, VT. He moved back to Plattsburgh in 2001, opening his own business while subcontracting as a graphic designer for two regional companies.

Boire decided to start his own business and go solo in November 2005, and incorporated in April 2008. He credits referrals and word of mouth advertising for his steady influx of customers.

Boire specializes in global design, print design, and website design which accounts for 50 percent of his business. Boire says web design was not an integral part of his college education, as the web was still in its infancy when he was in college. He learned most of what he knows about web design on the job.

“In college, I leaned basic design concepts—typography, juxtaposition, graphics, theories of synergy, how to create things consistently and making sure all ideas and concepts follow through,” Boire said. “On the job, I learned print management and preparing files for printing. The design work is pretty much the same on the web, but creating through HTML and code writing was acquired knowledge after college. People like me were designing sites in the same software they were designing ads or brochures, but they were hiring a programmer to write it all. The new software does a lot for you, so it makes it easier for someone like me to transition into website design.”

It hasn’t been difficult for Boire to pick up new accounts locally. Most businesses know they need to have a web presence, especially when their competitors are advertising on the web. His clientele range from landscape companies to physical therapists, engineering companies to restaurants and property management to real estate companies. Boire says there is a lot of refacing going on—the way he builds websites now is different from the way he built them six months ago.

“There are more inexpensive ways to change and update websites now,” he said.

Boire’s charges are dependent on the content management system. Administrative sites differ from websites. Some websites are self-editing. Printed brochures can be converted to websites. Business owners can also shop on e-commerce, an online store where they can purchase products and services to build their own professional websites.

Most local businesses prefer to give Boire license to create, change and update their websites.

Boire has clients from Florida and North Carolina, as well as Boston, Washington D.C., and Las Vegas, but he has been developing a more regional market with clients from Lake George, Schroon Lake, Keeseville, Plattsburgh, Champlain, Rouses Point, Saranac Lake and Lake Placid.

“Most of my connections come from referrals. Because business owners want a unique look, they choose someone who wants to get to know them. This gives them more personalized service,” Boire explained.

He likes to start from scratch—working with business owners who come in with a concept and helping to turn their ideas into reality. Boire gives them multiple options to see what they like best.

When customers come in, he asks what colors they like, if they are looking for a trendy or sophisticated image, and gets a feel for what they want. Often Boire has an idea in his head by the time the first meeting is over. He likes to give customers three to five options, but will keep working on the concept until the customer is satisfied. He develops logos on the computer screen, prints them out and asks the customer what he or she likes. When customers decide on a website layout they like, Boire starts working on the concept.

“I offer a balance of unique ideas, and my prices are fair. I try to be reasonable with the turn-around time, and will meet a deadline if the customer has one,” he said.

Boire has seen a bit of a dip in business during the current economic crunch, but doesn’t believe the economy affects the graphic design business as much as retail businesses. When the economy is suffering, businesses tend to do more marketing in order to keep themselves in the public eye, and when times are good, businesses have more money to spend on marketing, he believes.

Many of the businesses that have been around for a number of years are realizing they need a website. “If they’re coming to me, they’re already sold on the idea of having a website,” Boire says. Other businesses are learning they need someone to update their website.

Boire suggests business owners shop around when choosing a graphic designer. “Don’t be afraid to use the smaller companies. They don’t have as much overhead as larger companies. Try to figure out what you’re getting for your dollar—do your research and talk to more than one (designer) before making a decision,” he advised.

Graphic designers like Boire help business owners develop a corporate identity. Their designs incorporate the company’s marketing objectives, print design, advertising and marketing strategies, web development, logo design and commercial photography, so it is important to choose carefully. Graphic design requires judgment and creativity, as well as analytical thinking.

Boire’s advice to other budding graphic artists?

“Stay on top of what’s new. It is a unique business—you need to have web knowledge and creativity. Anyone can learn to be a code writer, but it is the design work that sets you apart. Creating websites is a learned skill. You need experience as well as talent and creativity. Work for different companies to gain more experience, and learn what you can from your co-workers.”

Graphic design is, after all, an interactive enhanced documentation of the human experience.