In Nigeria, graphic design remains an undervalued profession, despite its crucial role in global business and a $54.16 billion industry. According to Rentdigital, less than 1% of Nigerians are graphic designers. While membership in Naija Graphic Design exceeds 300k, the profession still remains scarce, making designers part of a relatively rare breed. But rarity doesn’t always translate to respect or value; graphic design is often perceived as a casual skill rather than a formal profession.
In this post, we will explore the root causes of the undervaluation of graphic design in Nigeria, examining the profound impact this has on both designers and the industry at large. We will also discuss what is truly at stake for Nigerian graphic designers: the untapped opportunities, the potential for industry growth, and the critical need for change.
The Current Landscape of Graphic Design in Nigeria
In Nigeria, graphic design is rarely offered as a formal course in schools. A quick look at educational brochures reveals that it isn’t considered a mainstream career option. In contrast, countries like the United States offer graphic design programs at both bachelor’s and master’s degree levels. Nigerian institutions typically offer fine and applied arts programs with graphic design embedded within them.
For many, design is a career stumbled upon and self-taught over the years. This lack of formal training contributes to societal disregard, with designers often expected to be professionals who only have to “push a button” to get the work done—unlike their counterparts in fields like medicine. This gap in formal education leads to several challenges for designers, including issues with valuation, acknowledgment, and confidence.
Challenges Faced by Graphic Designers in Nigeria
- Valuation Issues
Many Nigerians perceive graphic design as a skill learned without a formal path, often viewing the work as requiring less effort. This results in frequent exploitation, such as requests for free work or minimal pay. - Acknowledgment Issues
While lawyers are consistently recognized by their professional titles, graphic designers often adopt titles like “Art Director” or “Visual Director” to gain respect. This practice underscores the societal perception of graphic design as a less serious career choice. NGD’s motion designer Basit enjoys acclaim for executing national projects but only exceptional feats like this earn designers acclaim, asides this, day-to-day designers don’t receive acclaim counterparts e.g doctors enjoy. - Confidence Issues
The lack of acknowledgment and proper valuation contributes to low self-esteem among many designers. Despite the graphic design industry being valued at $54.16 billion, many designers struggle to reach their potential, often considering a career change due to the belief that graphic design is only a passion-driven field.
Changing the Narrative
Nigeria’s 30.5 million Micro, Small, and Medium Enterprises. (MSMEs) and fewer than 500,000 graphic designers create a significant market gap—businesses are in dire need of professional design services. The challenge isn’t the field’s profitability, but how designers can leverage this gap to earn substantial income and elevate the industry’s recognition. While the government can play a role through education, industry support, and community building, it’s clear that designers themselves must take the initiative to gain recognition, improve profitability, and enhance satisfaction in their careers.
Some Recommendations for Graphic Designers
- Marketing: Present yourself effectively, package your portfolio, understand pricing, and position yourself on platforms like YouDesign.
- Communication: Engage with clients, retain them, and secure new ones.
- Skill Expansion: Continuously update your skill set to meet global demands and stay competitive.
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Explore our top posts for immediate insights into these key areas and get ready to triple your earnings like never before.
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