A smart graphic designer should be able to apply a core set of skills, methods and techniques to visually communicate a message, regardless of the client, product or market. This approach does not limit the solution to any particular "style" but allows a good designer to effectively apply these skills to whatever style the client and his/her potential market require. Whether the client is a bank or a skateboard company – the medium a billboard, corporate brochure or website – good, solid graphic design skills apply.

If the communication between the client and graphic designer is accurate, comprehensive and fluid, then the designer should be able to effectively and creatively communicate the client's message to his/her market by using all of the "tools" at his disposal: Photography, illustration, type font, color, overall style and of course, concept and copy.