While David Carlson’s recent article, “Design + Culture – A Return to Fundamentalism?”  focused on all forms of art in a changing world, freelance illustrators and graphic artists in the print industry can learn a lot. Returning to “cultural fundamentalism” may become an important concept for freelancers in 2011 and beyond.

As graphic artists are aware, the entire world of art has always reflected the culture in which, or for which, it was created. When combined with the social mores and time period in which the artist sketched, the art of the day reflected the then-current era. Skeptics need only compare U.S. magazine covers through the 20th century to notice the variations of style, focus, and design to witness a microcosm of print industry changes as a whole.

As a “global culture” continues to blur the lines differentiating the usual country-to-country dissimilarities, this globalization is also merging and defining the apparent move toward sameness. As major culture differences are weakened, we also see emerging sub-cultures as people adopt attitudes that reinvigorate their individuality and diversity.

Those seeking freelance art jobs should be aware of this metamorphosis. The emergence of the internet and digital printing appears to embody both culture and sub-culture issues that can affect freelance illustrators. While proclamations of the death of the print industry are wildly premature, most statistics indicate that the movement from general consumption publications to niche markets has already occurred.

A graphic artist for hire should understand this reality. However, freelance illustrators must also have a familiarity with digital as well as classic print processes, hardware, and lead times. Although full-time W-2 graphic artist employees will probably gain this knowledge on-the-job, freelancers must take the time to increase their familiarity by any means at their disposal.

Top creative talent agencies like Artisan know that, in addition to basic artistic skill, freelancers are more valuable when they understand what their contract employer or client faces to get copy into print. As the economy rebounds (finally), freelance illustrators will see more and more employment opportunities—even in the print industry.

Their value expands the more they can discuss the changing culture for which they produce work and the new advances and challenges of getting their clients’ work into print form. As national and regional cultures shift into uncharted waters, graphic artists should be familiar with the challenges faced by their employer companies to capture the most effective images for their projects.

Those freelance illustrators dealing with smaller companies or publications should focus on current culture issues just as diligently as their counterparts who deal with mega-corporate clients. The tighter budgets of smaller companies demand graphic artist excellence as they have little margin for error.

As the job market for freelance illustrators and graphic artists heats up, all are urged to amass knowledge on the cultural changes with the same fervor they have to improve their artistic skills. The results—new and lucrative jobs—will be worth this effort to understand the cultural shifts and needs of post-recession recovery. Top freelancers using their considerable artistic skills, their cultural knowledge, and a premier talent search agencies like Artisan should have a profitable 2011.