As of September 19th, there have been over 30 million confirmed cases globally due to the ongoing COVID-19 pandemic. Outside of the tragic health risks, this pandemic still places a huge burden on different professions adapting which is why there has been an increasing turn to freelancing. The U.S. Independent Workforce Report, an annual report created by Upwork, shows that over 1/3 of American citizens have taken on some form of freelance work this year. Of the freelancing opportunities available, graphic designing continuously pops up as a highly sought out position with strong visual communication being needed now more than ever before. Even large government bodies like the United Nations and World Health Organization are regularly recruiting graphic designers to help promote public health precautions and stop the spread of misinformation. But can graphic designers step up to the plate and generate creative ideas in the current environment where potential clients are going bankrupt? I reached out to Sarah Erickson, the creator of Sarah Ann Design, to discuss COVID-19 implications on her business.
Hello Sarah, how’s your profession doing during this global pandemic?
As graphic designers (and especially freelancers), I think it’s important to let go of a scarcity mindset. While it is true that many businesses are experiencing a loss of revenue, it is also true that some businesses are thriving; some businesses are expanding; some businesses are making exciting shifts that require the assistance of designers. I think it’s limiting to make decisions based on fear or scarcity. Even during this pandemic, there are plenty of companies with the financial ability and the desire to invest in thoughtful design.
Graphic designers and many other creatives often thrive in problem-solving circumstances such as these. The work of a qualified designer is a valuable investment. I don’t see any reason why qualified graphic designers can’t “step up to the plate” during this time.
Graphic design has had a rich history of proactive contributions to different community programs from the Indian cholera outbreak messaging to the 20th century Aids campaigns. Have you used graphic design to advance certain ideas during COVID-19 and has this been a difficult process during a period of misinformation?
I can’t say that my design work has included anything specific to COVID-19 messaging, but I have seen a lot of fellow designers creating graphics related to basic health and hygiene: for example, shareable graphics about washing hands and wearing masks. However, that is not something I personally have taken on in my work.
Dr. Amy Bucher, a VP of behavior change at Mad*Pow, has stated that graphic design needs a sense of autonomy, competence, and connectedness for it to be behavior changing. Are these core principles something you also stick by and are there any other emotions or ideas you to bring out in your work?
I would agree with Dr. Bucher’s core design principles. Most of my clients are creative entrepreneurs and owners of small businesses; an elevated brand design can help them effectively reach their ideal customers and encourage those customers to make an investment. For that reason, a polished and strategic brand design empowers creatives and small business owners to do the work that they love and increase their income. I believe autonomy, competence, and connectedness are all part of a thoughtful brand design that will ultimately appeal to the desired audience.
Graphic designing seems to be hitting new markets from virtual reality to video games, especially now with the need for social distancing. Are there any other avenues you see as a future hot spot for graphic designers during this period of minimal social interactions?
Although social interaction is currently limited, I think people are yearning for in-person connection now more than ever. Rather than emerging digital technologies, I wonder about the in-person experiences that people will want to create when the pandemic is over. I’m curious how graphic design could help travel and hospitality industries prepare for and navigate the changes ahead; it seems to me that many people will be ready to invest in the in-person experiences they have been missing during the pandemic.
Zillion Designs, a graphic designing blog, has stated that “creativity is about connectedness. We feel inspired by the people around us, the environment around us, or the stories or times that we’ve lived, listened to, or experienced any other way”. Is unlocking creativity difficult during a time of limited social interaction and has your creative processes changed at all during COVID-19?
In some sense, I can agree that “Creativity is about connectedness…” but for me, a sense of inner connectivity is what’s most meaningful.
As an introvert who already loved working from home prior to the COVID-19 pandemic, not much about my daily routine has actually changed! I don’t typically seek creative inspiration from social interaction; rather, I prefer introspective exploration like drawing, journaling, spending time in nature, or listening to music. Thankfully, those creative outlets are all still available to me during the COVID-19 pandemic.
If anything, the world feels much “noisier” to me. People yearning for connection are posting online more frequently, or reaching out with texts and phone calls. Social media feels over-crowded, and more people are reaching out for my attention than ever before. It has become more difficult to protect my boundaries and my time alone. Sometimes I actually look back favorably on the solace that was more easily found prior to the COVID-19 pandemic.
This year has brought its own challenges for my creative processes. Due to the uncertainty brought on by COVID-19, I took on more projects than I typically would under normal circumstances—hoping to provide a safety net if income declined. While I am grateful for the increased income, this year has required a lot of creative energy to complete all my client projects. I do feel the weight of burnout, and I look forward to being able to take a break. I hope to take a lighter workload next year—allowing more time for my creativity to flourish. I especially hope to travel again, to find that sense of “connectedness” with myself and nature and the experience of a new place.
The Bureau of Labor Statistics has stated that the unemployment rate fell to 8.4% in August 2020, but with some businesses still facing struggling financials many freelancers look at a smaller list of potential clients. Once the COVID-19 pandemic passes, at what degree do you think businesses will prioritize solid graphic design work and have your marketing strategies changed at all in an environment of organizations tightening their discretionary spending?
While I can empathize with other graphic designers or freelancers who have seen a reduced workload this year, which has not been the case for my business. 2020 has actually been my busiest year yet. I am so grateful that my clients have taken the COVID-19 pandemic as an opportunity to invest in working with me.
For me, marketing strategies remain the same: I believe in thoughtful and timeless design, just as effective now as it was before COVID-19 and will be after. I’m thankful that my own audience shares those opinions and believes in the value behind powerful design strategy.
Thoughtful visual design is an intentional way for creatives and small businesses to reach their ideal audiences. I believe that custom brand design can be a highly rewarding investment: before, during, and after the COVID-19 pandemic.
