We’re excited to introduce you to the always interesting and insightful Beth Patterson. We hope you’ll enjoy our conversation with Beth below.
Beth, appreciate you joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?
The biggest challenge I see is that designers are being undervalued by those in and outside of the industry, and ever-advancing technology is furthering the devaluation. Unless we do something to stop the declining value, designers will soon be viewed as obsolete, which is a pretty scary thought if you’re a designer or looking to start a career in this industry.
Years ago, design could only be done by the professionals at ad agencies and printshops because the average person or business lacked the tools, so options were limited and came at a high price. That all changed when professional design software became available to the general public and independent creatives emerged. Now, branding and design are no longer services only agencies and printshops can provide. Anyone with a computer or iPad can purchase software and become a freelance designer. This means designers, at any experience level, can set their own prices and determine their own value, which unfortunately many people struggle to do and end up undervaluing and underpricing themselves and their services.
Then you have popular sites like Fiverr and 99designs reinforcing the message that creative services should be cheap and a designer’s time has little to absolutely no value. Last time I checked, freelancers on Fiverr could charge as little as $5 for a logo, which is ridiculous! Branding is the number one most important investment a business or organization can make. If you’re only paying or charging $5 for something this important, what does that tell you? It certainly doesn’t tell you the true value of a well-thought-out brand strategy or the risks of not having one. And it doesn’t tell you that a designer’s time should be worth more than $5. And 99designs, the other site I mentioned, tells you a designer’s time is worth nothing! Business owners can go on that site and ask a large number of designers to work on a project, and then only ONE of those designers gets paid. How is this acceptable? Why is it okay to ask creatives to spend hours even days working for free, and why are creatives allowing this?! It’s hurting the industry. Something is not going to have a perceived high value when it’s being given away for free every day.
The scary thing is, even if every creative stopped working for free and started charging appropriately for their time and services, we’re in the beginning stages of competing against technology that can generate designs and content faster than humans and do it for free. Companies are already using AI programs to create free logos, articles, email campaigns, and probably more. With these technologies emerging in an increasingly undervalued industry, it’s time for designers to step up their game and increase their value now to avoid becoming obsolete. But how do you do that? Creativity. AI is not creative. It doesn’t have imagination. It can’t generate anything truly unique; it’s limited by what’s already out there. But while AI is limited now, technology is continuing to advance. We have to advance with it and nurture the human element that sets us apart. We have to embrace what it means to be human, create deeper connections with clients, and recognize that creativity has enormous value and incredible potential to help others in ways technology can’t.
Love hearing your insights on this, Beth. Creativity is a very powerful tool and vital in today’s world. Before we get to our next questions, can you maybe take a moment to introduce yourself to our readers?
Sure. I’m a graphic designer and branding and marketing consultant helping nonprofits and businesses elevate their branding and marketing to grow and make a greater impact on the world. I’ve been in the industry for about 20 years now, but I kind of grew up in the business. My dad owned an ad agency, and as a kid I used to go to the office with him and watch him sketch logos and use the different tools of the trade while he explained the process. On one memorable occasion, I even helped him with a logo for a car dealership. Anytime I saw that logo on a vehicle or billboard I felt such a sense of pride in that I had a hand in the design. I was just a little kid, so I thought that was really cool and special, something most kids don’t get to experience.
In my early 20s, I went to work at my dad’s agency and learned about color theory, typography, and the “why” behind design choices. That’s the part that really intrigued me, the psychology behind the art of advertising and design. It fascinated me. I learned that it’s so much more than making something esthetically pleasing, it’s about connecting to viewers on an emotional level and getting the details just right to ensure you’re sending the right message. Before I started working with my dad, I had no idea the power a logo or design could have or that branding was so vital to success. It gave me a whole new perspective and an overwhelming desire to help people understand this and to help them be more successful and reach their full potential.
When I later decided to start my own design and consulting business, I was scared but determined to make this dream a reality. And then I realized I wanted to do the same for others and inspire them to go for their dreams. Whether the dream was to become an author or grow their business or start a nonprofit, I wanted to let people know their dreams were possible and to give them the tools and support to make it happen. Every project from strategy to design to marketing is a step forward on the path to their dreams, and I love that I get to go on these journeys with my clients. When a client calls to share a win or to ask for prayer for a loved one, it reminds me why I do what I do. I’m not on this earth just to do a job, I’m here to use my time and talents to love and help people. That’s why I love working with nonprofits and socially conscious business owners. I really connect with people who share a desire to do more than just make money, who want to make a positive impact in the world. And that common mindset allows me and my clients to form really trusted close relationships, and I truly value that.
Thank you so much for sharing more about you and your journey. Is there a story from your journey that you could share? Maybe one that illustrates your resilience?
Well, when I first stepped out on my own as a designer, my journey was full of tough lessons. My very first job was a logo for a new local bar, which was going great until it came time to collect payment and the bar owner refused to pay. I’d gotten the job through a friend who knew the owner and so I trusted more than I should have and made the mistake of not getting a signed contract up front. I knew enough not to send high-resolution art before getting paid, but they took the low-resolution layout and must have had someone recreate it because they quickly printed the logo on everything: signage, floors, coasters, napkins, menus…everything.
The owner refused to pay because he claimed I didn’t design the logo but that his daughter had drawn it on a piece of cardboard while sitting at the bar, an obvious lie. I had all the proof I needed to show that the logo he was using was my original, copyrighted artwork. He even contradicted his lie in an email which gave me even more proof, but he wouldn’t pay or quit using my logo even after I sent him proof and a cease and desist. I could have taken the case to court and won, but I was young and afraid. I didn’t really want to see the inside of a court room or have to hear his lies anymore.
It was extremely discouraging and even a little embarrassing, but instead of viewing it as a failure I decided to learn from it and move forward. I learned, number one: No matter how much you trust or think you know a client, always get a signed contract before starting a project. Two: Get a partial payment, up to half the total cost, up front. This will help your client feel more committed to and invested in the project while ensuring you don’t walk away with $0 for your time if anything goes south. Three: Don’t just focus on the project, focus on building a relationship with the client. Get to know them and their goals. A logo isn’t just a logo, it’s a step forward in your client’s journey. A brochure isn’t just a brochure, it’s a tool to help them reach their goals. Four: Fear will hold you back, but courage will move you forward. Fear is part of being human and means you care about the outcome. Courage is doing what is necessary to reach your goals even though you’re afraid. The fears of not landing the job, of losing a client, and of new challenges are really common. These fears can lead to undercharging for time and services, setting unrealistic timelines and expectations for clients, avoiding opportunities for growth, and so much more. Success takes courage. Be courageous.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
There’s one lesson that I learned early on and that’s that every detail, even the small ones, are important. While I still believe this is true, it’s not quite that simple. Not all details are equal, and focusing on them all equally can lead to an unhealthy level of perfectionism. Early in my career, I would spend hours anguishing over the tiniest of details, like the thickness of a line separating two sections of a flyer. I would show my coworkers two versions of a design and they couldn’t even tell the difference unless I pointed it out to them. I was overly focused on details that weren’t even noticeable or vital to the effectiveness of the design. I didn’t even realize that what I was doing was wrong or that it was hindering my ability to meet deadlines until I heard a highly successful client say, “It doesn’t have to be perfect; it just has to be done.”
This client wasn’t talking to me or referring to my work, but it completely changed my perspective. Every detail does matter, but not every detail deserves as much time and attention as others. Words, colors, images, fonts, alignment, and visual hierarchy are very important details that affect the overall feel, legibility and message of a design and should be carefully considered. However, whether a line is 4pt or 5pt in thickness is not a detail worth stressing over.
Contact Info:
- Website: www.bethpattersondesign.com