Graphic design requires a very specialized set of skills. Besides the obvious aesthetic appeal of the piece and the attraction it gets from the intended audience, a good graphic design makes sure the message reaches that intended audience. A good graphic design is also a call to action: it makes people want to do what your business wants them to do. Besides the artistic skill and creativity needed to do create a great graphic design, designers must be able to involve strategic business thinking, market research and problem-solving skills.
There are a lot of people out there these days calling
themselves graphic designers because they own some expensive software; graphic
design is about a lot more than being able to manipulate a photograph! If your
graphic designer cannot create what you need to communicate to your desired
audience with the goal of increasing your business, he or she is NOT a graphic
designer.