articles

What is a Web designer?

Reprinted with permission from the STC Intercom magazine - December 2000, Volume 47, Issue 10.

This question sounds like an easy one to answer but I am finding that is really is not. I am building a Web team, and in search of talent, I have posted job descriptions on professional groups’ Web sites (including my local chapter of STC), email listings, and advertised in the local newspaper. But the resumes coming in are not showing what I asked for. When I was looking for a job, I went through countless job interviews with people who did not understand the Internet much less what I do, and who didn’t seem to know what they were looking for in a Web designer. All this got me thinking: What is a Web Designer?

What does a Web designer do?

When I was looking to jump back into full-time employment, I had numerous telephone and in-person interviews. After wasting a lot of time talking to people who knew nothing about the Internet, much less what type of person they wanted to hire, I became very selective about who I interviewed with. Don’t get me wrong: I really wanted and needed to get a job, but I also wanted to work for a company that understood the Internet and its potential. I did not want to work for a company that just told me to build it a Web site.

I asked a lot of questions during the initial telephone conversation before I set up a personal interview. I asked for URL addresses: If the company did not have one, I became very skeptical of its Internet sophistication – and uncertain of what its Web site was to accomplish (e-commerce, B2B, corporate presence, etc.). I would also ask for the company’s definition of a Web designer. By “designer,” did they mean “developer,” or “programmer”? I talked to numerous company representatives who just saw “designer” and a lot of the buzz words – HTML, ASP (Active Server Pages, a type of programming), and Java Script on my resume and probably thought, hey, she must be able to program.

Generalist versus specialist

Two types of Web designers seem to be emerging in the industry: generalists and specialists. A generalist is a typical “Webmaster” who not only programs and builds databases, but also creates simple graphics and content. Many companies think they can hire one person who can come up with a pleasing, workable site design, generate the code, and write the content too. A few people can do this, but not very many.

A specialist is a professional who has expertise in one area of Internet media, such as an ASP Web developer, the information architect, or the graphic designer. A specialist usually works as part of a Web team -- like the one I am building. And each team member works on a Web site in terms of his or her specific area of expertise.

Intuitive versus analytical reasoning

When I was developing job descriptions for members of my team and writing descriptions for positions I was interested in filling, I looked at job descriptions in the newspaper and on job sites. Many of the job descriptions for a graphic designer wanted programming skills. But most skills for Internet jobs fall into two categories that don’t overlap: intuitive capabilities and analytical capabilities.

The graphic designer trying to achieve an aesthetic design for a Web site uses intuitive skills. Artists are free-form thinkers who brainstorm everything – they are always looking for a better way to do something. They think of the Web site in terms of the marketing message(s), the users, and the purpose of the Web site before creating appropriate graphics. If they are working as part of a team, graphic designers work closely with the marketing department and the information architect.

Programmers, however, are analytical thinkers who operate in a very structured manner, like the computer programs they write. The Web site they design usually works well for other programmers, but not for laypeople.

I saw many job ads from companies whose hiring staff didn’t understand that these two skill sets tend not to intersect.

The sidebar illustrates an example of the kind of ads I saw.

I know that one article will not change the way most people imagine the position of “Web designer.” But I have learned to keep up to date on all the latest Internet trends. Whether you are a generalist with intuitive reasoning or a specialist what analytical reasoning, your willingness to learn and develop will make you an asset to your company.

Example job ad

I am not sure if this company is looking for a programmer or a graphic artist, but if you can do both very well, you are in luck.

Full time Designer / Web Master/ Web Designer

ABC Company is looking for a Graphics/Web designer with excellent communication skills, unlimited creativity and the desire to excel in a growing company. A Web portfolio must be sent before being considered for an interview.

• Extensive understanding of the Internet
• Graphic design and page layout
• Strong organizational skills / ability to juggle multiple tasks>
• Ability to work well under stress
• Ability to meet deadlines
• Ability to communicate effectively with clients

Experience may include: Dreamweaver, Visual Basic, Front Page, Ulead, Photo Impact, Photoshop, HTML/DHTML/SHTML/CSS, Corel Draw/Photopaint, Cold Fusion, Flash and Shockwave, FTP, SSL data encryption, Macromedia Fireworks, Java, and Java Script.