A fellow Linkedin Member asked…
“Does anyone know of a market that is underserved in terms of there being a ton of work? Is there any area of this field that is looking for artists/designers these days....preferably in the US?”
The short answer: Yes! Typically the further away from cities you get you’ll find them. The further away, the less likely they have a graphic designer who’s working their steadily and serving the region with good design question. Marketing yourself to those people is just as hard as marketing yourself in a competitive/saturated market; so be prepared to market yourself.
The long answer: Excellent question and one that I’ve been thinking about a lot these days; especially as I’m getting settled here in my own location and I’m looking back at all the places I’ve been (from various regions in Vermont, Upstate New York on the Canadian Border, Freemont California, Topeka Kansas…) and I’ve been wondering if I could make it there or if I could even be a graphic design student at college, period.
I have two schools of thought for your question.
The First: there are underserved regions all over the country on two fronts. First – there’s only one Nina (and only one Eric Fisk CGD) and there are many, many regions of the country. There just isn’t enough of us – as individuals – to go around.
Then there’s the school of thought that since Graphic Design is everywhere, and it’s constantly changing and evolving, and there are new needs springing up everywhere it’s up to us (again – as individuals) to find those opportunities. Mention you’re a graphic designer and people will as you if you do this, that, or the other thing.
The Second: There are indeed regions of the country that are desperately underserved. Perfect example is that there’s an establishment between my house and the college town of Keene that has a horrible sign. It looks like someone took some spray paint, some stencils, and a large piece of plywood or plastic and made up a sigh on the spot. It’s a crappy sign that says – to me – “like everything else, We care so little about our sign! If you think this sign is a mess, you should see our kitchen and bathrooms!”
This establishment is in a region where there are plenty of crappy signs; many are old and warn down “Clip Art” varieties, the hand-painted ones, and the ones made by a first year art student who must have slept through the classes on Hierarchy, Contrast, and Typography. Many business owners in these regions have the attitude, “We’re country, we don’t need nothing fancy” and mistake sloppiness for rustic charm.
Do these people need the services of a good graphic designer? Absolutely.
Do they understand why they need the services of a good graphic designer? Arguably, and good luck trying to make your case while trying to sell your services to them.
Too often I’ve found in rural areas that natives don’t take too kindly to stranger and they have a type of nepotism; they would rather give their business to someone whom they know does bad work but has been in the region for a long time rather than someone with talent but just moved in a short while ago. Also, keep in mind that “a short while ago” could mean anytime between last week, last year, or 10 years ago.
The bottom line is the same where ever you are; it’s about selling yourself. It’s just as hard to sell yourself in an area saturated with other graphic designers as it is to sell yourself in a region with none and you potential customers who don’t know why they actually need you. Not only do you have to be a great graphic designer but you have to be an excellent sales person and the product you’re selling is yourself.