From magazines to branding to digital marketing, graphic design is one of the most versatile and valuable aspects of any business organization. Every company today needs the services of a graphic designer not only to create impressive marketing materials like promotions, downloads and social media designs but also to effectively communicate the message to the target audience.

As the Graphic Designer for Domtar Paper, Susan Jones knows how paper, print and design work together to create inspirational print marketing. “Even as a young girl I knew I wanted a career in art of some type.”

A graduate of Clemson’s Visual Fine Arts program, Susan gained her print design expertise over the years by designing for various industries and media, from publications to television network promotion. “After high school, I was Clemson University bound. I mostly trained in photography and ceramics at Clemson receiving a Bachelor of Fine Arts degree. Soon after I redirected my creative skills into graphic design and continued training at a community college to master Adobe software. I gained print design experience designing for a variety of industries; from sports trading cards and publication design to television network promotion where I also gained experience in motion design.”

Now, Susan applies her knowledge and skill to any tasks that she encounters, including design for digital and print, content planning and more.

“The multi-faceted skills I’ve gained led me to design for Domtar Paper and introduce new marketing strategies. My favorite part about being a designer is the challenge of using art to communicate an idea or solve a problem.”

Some of the blogs she’s written for us include:

Redesigning the Designer’s Role

“Over the last few years, I’ve noticed a shift in how businesses are viewing the value of design thinking. We are moving from internal service providers to true business strategists. This change in mindset is essentially redesigning the designer’s role. Lately, job postings list design thinking and creativity as one of the top skills companies are seeking in employees. Inherently creative skill sets are being realized as an asset more than ever before. Investing in creative people and utilizing design thinking is mission-critical to success in today’s competitive marketplace—adding creative thinking into the business process is redesigning the designer’s role.”

HOW AND WHEN TO USE RICH BLACK: FINDING YOUR FORMULA

“Most seasoned print designers are familiar with the term “rich black”. For those of you who aren’t, I will try to make sense of how and when to use rich black. Rich black, or built black as it is sometimes referred to, is an ink formula that is built from all the CMYK (Cyan, Magenta, Yellow, Black) printing ink colors. The values chosen for each color will vary depending on the designer or printer you ask, but the purpose for rich black in a printed piece remains the same; the desire for a deep contrasting black that stands out. Finding your preferred CMYK build may take some trial and error.”

The 4 Cs of Design

“The creative brief is in your hands… concepts are swirling about and you’re ready to blaze the trail with your amazing ideas and creative sensibilities. Whoa! Slow down, reign yourself in a bit and take the time to do your research. It can be easy for a graphic designer, whether seasoned or unsalted, to head off on a new project like a lone cowboy. I know this because I’ve done it. Years in this business have taught me that, whether you’re designing a logo, concepting a printed piece or creating a website, research is imperative for effective communication. You are marketing for one group to another and competing with still another group. Once you have the scope of your project, it is essential to have a handle on your 4-Cs: your Client, your Consumer, your Competition and your Comrades (your fellow graphic designers).”

When not creating for Domtar’s variety of paper brands, Susan enjoys spending time with her husband and two daughters. Look for Susan and her expert information to appear regularly on our blog.