The problem you’ve identified isn’t exclusive to graphic designers. It’s a common complaint among people who make their livelihood by leveraging their own creative abilities. Think of the 1980s song by Dire Straits, "Money For Nothing":

Now look at them yo-yos, that’s the way you do it
You play the guitar on the MTV
That ain’t workin’, that’s the way you do it
Money for nothin’ and chicks for free

The song’s lyrics are written from the point of view of a blue-collar worker watching music videos. And—just like the couch potato who assumes that any activity that doesn’t generate sweat isn’t really work at all—many people are of the opinion that creatives have it pretty easy.

The reality, of course, is that the pressures brought on by your creative gifts and talents can be enormous. In all likelihood, you work some very long hours—well beyond those actually spent at the office as you doodle and noodle over projects, or wake up terrified that you sent the printer a wrong file. The perception other people hold about your livelihood is a lot more glamorous. They see the beautiful results of your blood, sweat and tears but not what it took to produce those results. They notice the awards on your wall and the fun toys in your office. They may see you as you fly off to a remote photo shoot, get wined and dined by vendors and come into the office late (not knowing of your third-shift press check). To them, that ain’t working.

So what can you do to correct any misperceptions and ultimately garner a little more respect? For starters, let’s take a look at where others’ assessments come from. In a corporate setting, you may be part of a “creative services team” or a “communications department.” You’re a piece of a larger whole that is in the serious business of selling something and— unless you’re working for the government—your employer has to make a profit. In that context, you may be seen as overhead; in most cases you and your colleagues are not directly generating income and in fact the activities of your department are on the other side of the balance sheet.

Now consider all the people who are directly involved in the generation of your company’s revenue: the salespeople, agents, managers, accountants and others. Think about their workday, what concerns they have, the problems they face and even their work environments. Odds are good that their roles and work lives are a lot different from yours. Right or wrong, they may believe—because they did take an art class, after all—that your job isn’t really all that demanding. If you’re working within an agency or design firm that has account executives, you might sometimes face a similar attitude.

Here are a few things you can do to help advance your own cause and maybe even help the rest of us “yo-yos” in the process.

1. Be a professional. Early in your career you were certainly conscious about what was expected in terms of procedures to be followed. You probably made it a point to be at meetings on time or even early. Maybe you volunteered for extra work or assignments. You may have dressed carefully for work each morning. For some people, an unconscious erosion of these standards over time has compromised how they are viewed by others. This is not meant to suggest that designers must wear neckties or high heels to be well received by non-designer colleagues, but by being sensitive to the cultural norms in your work environment, you can do much to enhance your own standing. Look at how your colleagues in other departments conduct themselves and evaluate whether your own manner serves you.

2. Know the business. If you work for a financial services organization, for example, it is critical that you know more than just a little about financial services. The greater your knowledge, the more you can offer in terms of communication and perhaps even business strategies, and the more credibility you’ll have. Keep current by reading trade publications, go to an industry association meeting or ask a colleague to suggest a good book. The insight you gain can go far not only in enhancing your own standing, but could also help you develop more effective design solutions.

3. Share your world. While you’re brushing up on product knowledge and learning more about the business climate of the industry you work for, make it a point to share a bit of the design world with your colleagues. Invite your associates to hear a speaker at a local art directors club or AIGA chapter meeting. Clip articles from trade publications and share them with others. Take your nondesigner colleagues to an awards presentation or circulate awards annuals so they can see the design work being done for other industries. In short, help others to see design as a true profession, complete with ethical standards and expectations, professional associations and opportunities for continued growth and development.

Finally, when you’re thinking about perceptions held by others, acknowledge human nature. It is common to judge, and people do it without even thinking about it—to take one look and summarize a whole person (or profession) based on limited information. This habit comes from the mind’s need to categorize the world in order to be able to function without becoming overwhelmed. If you feel you’re not being taken seriously, might it be in part because you act flip or cavalier? Does the way you act send a message that you don’t care what others think? Are you doing all that you can to position design as a worthwhile profession?

Look at yourself through the eyes of others. Then you can decide whether what you’re putting forth is what you want to project.