The Case for Human Design

Written by Erin Kacerovskis
(Supported by AI)

Do you want to see yourself as a mug? How about you riding a unicorn with a branded ball cap and t-shirt soaring over the skies of Philadelphia? 

AI can do truly fantastical things with graphics. The latest update to Google’s image generator, Nano Banana Pro (Gemini 3.0 Pro Image), included major improvements. It now allows you to generate print-quality artwork, make changes without regenerating other parts of the image, and generate complex diagrams with a combination of image and text. Our parent company's AIM iQ™ smart apps launched last week, which include an AI product mock-up tool that distributors can use to generate client virtuals in seconds. 

As a distributor, especially if you don’t have a huge team behind you, tools like these can level the playing field. But don’t ghost your freelance designer just yet. Human creativity and expertise still play a crucial role. 

The Importance of Graphic Design Expertise in Promo 

Graphic design experts are already using AI tools. Adobe Photoshop's Content Aware feature first launched all the way back in 2010, although it’s less advanced than what we think of as “AI” today. Designers who use Adobe Creative Cloud have access to built-in AI features and can combine them with their own industry knowledge and creative eye to create images that will resonate with your audience. They’re familiar with the different formats and sizes required for different imprint methods and different social media platforms. 

Here’s a few more reasons to consider leaning on a graphic designer instead of trying to generate all art files and images yourself. 

Print and File Type Expertise 

If you’ve ever had a lengthy back and forth with a supplier over problems with an art file, you know the headache proper file type and resolution can be. Although Nano Banana Pro now allows for print quality images, most free generators do not. And getting the generator to follow the correct specs may be touch and go. For example, when I tested out Nano Banana Pro for free, instead of generating an 8.5” x 11” flyer with .125” bleed, it gave me a 12” x 16” flyer with unevenly spaced crop marks. 

When working with difficult file types like embroidery or large format printing, current AI tools can't keep up. It’s always a good idea to have a human review the files and specs before submitting them to a supplier. If you don’t have a designer on staff, you can always use AIM Art Services to create print ready art files. 

Creativity and Uniqueness 

Ultimately, AI can only generate what you ask of it. You still need to come up with the idea for the design yourself. That may be no big deal if you just need something simple. But what if you don’t know where to start? Or what if your client wants something out of the box and different? 

That’s where human creativity can really shine. Professional designers develop brainstorming methods to iterate over different designs and concepts. They can even incorporate AI into that process, trying out different prompts and throwing things at the wall until something unexpected sticks. 

Visualization and Prompt Engineering 

Speaking of prompts, when it comes to image generation, the more detail you provide, the better. Envisioning and describing the image you want to see is a skill in-and-of itself. Designers have practice visualizing designs and thinking through the details needed to most effectively communicate your message. 

Not to mention, they might also have a deeper knowledge of design-specific terminology that can be used in the prompt to more easily and specifically describe the desired image.  

Brand Adherence 

Not all clients see the importance of sticking with a specific brand color and font, but some clients are sticklers for it. Distributors understand the importance of a unified brand look. Unfortunately, AI image generators have trouble replicating a specific font and hex or pantone color. 

Effective Uses for AI Image Generation 

Now that I’ve listed all the reasons to still consult human design experts, here are a few cases where distributors who aren’t expert designers can still work more efficiently with AI tools. Although we still recommend a quick proof to ensure there’s nothing off about the image. 

  • Simple and fast digital marketing like social posts 
  • Product mockups and lifestyle images (Try AIM iQ™!) 
  • Client presentations with multiple products 
  • Brainstorming and mood boards for creative projects 
  • Editing photos and headshots 
  • Adjusting existing art files or stock photos 

Conclusion 

AI image generation tools are a huge advancement for distributors who may not have a full-time designer on staff. However, until these tools can consistently produce print resolution images following the correct specs and branding, the promo industry will still rely on design expertise. No matter how advanced AI becomes, human creativity will still be important for brands looking to stand out and go against the grain. 

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