• Is talented, intuitive about design
• and conscientious about their work.
• Will spend time researching your
• industry, your competition, strengths,
• weaknesses and market position.
• Will spend time developing the idea for
• your logo and be thinking about it night
• and day until they come up with the
• ideal solution.
• Will work with you to achieve an excellent
• result that will give your business a
• strong market presence and quality to set
• a better price for your goods or services.
• Will come up with a strong brand identity.
• Knows their stuff.
• Knows printing and what process is best
• for your marketing.
• Knows web and interactive design.
• Knows advertising and how to write
• a good ad.
• Knows advertising strategies and
• processes to recommend the best
• solution for your business.
• Knows photography and art direction.
• Is highly experienced.
• Is a mentor to young designers.
• Studies typography and
• typographic layout.
• Knows about new media, forecasting,
• design and business trends.
• Knows marketing.
• Thinks about design in a business sense.
• Knows the benefits of market testing.
• Knows illustration and original design.
• Knows new advertising procedures.
• Has the latest software and
• computer equipment.
• Has brilliant ideas.
• Has a passion for their work and
• a passion to lift your business.
• Will do whatever it takes to get an
• excellent result.
• Has been trained by Australia's best
• designers and schools.
• Has a solid foundation of mentors
• and influences.
• Is highly qualified.
• Has a life full of design and creativity.
• Is always thinking on how to
• constantly improve.
• Has a comprehensive knowledge of:
• design, advertising, art, typography,
• history, photography, fashion and every
• national, local and international
• graphic style.

• Thinks that their work is just a job.
• Does good work but doesn't have that spark.
• Is not interested in design outside work.
• Is not interested in learning about new ideas
• in design.
• Is slow on the uptake of new technologies,
• mediums and software.
• Can't explain to you the specific reasons
• for the design rationale.
• Happy to do an average job and doesn't
• understand why or how they could improve.
• Has a strong technical approach to getting
• the job done.
• Has a limited interest in art.
• Finds the design part difficult.
• Is disinterested in constantly improving.
• Is your basic work-a-day designer.
• Accepts what you tell them and doesn't want
• to challenge you with new ideas.
• Is happy to see out their career teaching
• others to do an average job.
• Has the minimum acceptable qualifications
• from an average institution.
• Is proficient technically and knows
• their software.

• Started out as a web designer but thought
•they would become a graphic designer
•because it was glamourous.
• Has completed an entry level qualification.
• Produces passable work.
• Has no vision but uses reference material to
• complete work.
• Puts no time and effort into design because
•they can't see the benefits.
• Is not interested in design but interested in
•web programming.
• Will do the minimum work required.
• Thinks that using generic images and
•generic photography is acceptable.
• Will expain their design technically but will
• not understand the impact on your clients,
• position in the marketplace or
• your competition.