The field of graphic design in the United States is a vibrant, innovative, and constantly evolving industry. From the creation of brand logos to the development of user-friendly web interfaces, graphic design occupies a significant role in communication, marketing, and the overall business landscape. However, like any other industry, the realm of graphic design is not immune to misconceptions and myths. This discourse aims to dissect and dispel ten such myths.

The first myth implies that graphic design is merely about creating aesthetically pleasing visuals. In reality, it is a strategic process that involves researching, planning, and implementing creative solutions to effectively communicate a specific message to a target audience. It applies the principles of cognitive psychology to visually convey information, which is an interdisciplinary approach combining art and science.

The second myth is the notion that graphic design in the US is homogeneous. This could not be further from the truth as the industry is as diverse as the country’s cultural fabric itself. There are various styles and schools of thought within the industry, ranging from minimalism and modernism to postmodern and grunge. This wide array of styles reflects the diversity of the American society and the ability of graphic design to adjust and transform according to societal changes and market demands.

Thirdly, it is often believed that graphic design services in the US are prohibitively expensive. However, this is a reductive perspective as the pricing depends on various factors such as the complexity of the project, the experience level of the designer, and the time frame for completion. Moreover, investing in professional graphic design services can yield substantial returns in terms of brand recognition, customer engagement, and ultimately, sales.

The fourth myth suggests that in the epoch of design software and templates, anyone can be a graphic designer. This is a fundamental misunderstanding of the profession. Mastery in graphic design entails an in-depth understanding of design principles, color theory, typography, visual communication, problem-solving, and more. Furthermore, creativity and originality, which are the cornerstones of design, cannot be replicated by machines or algorithms.

A common misconception, the fifth myth postulates that graphic design is independent of content. In reality, design and content are two sides of the same coin. Effective design amplifies the content, making it easier to understand and more engaging. The symbiotic relationship between the two is what makes a design successful.

The sixth myth is that graphic design is solely about selling. While it plays an integral role in marketing, its influence extends far beyond. Graphic design can educate, inform, entertain, challenge, and even create social change. It's a medium of visual communication that transcends commercial boundaries.

The seventh myth is the overemphasis on originality in design. While it's crucial to create distinctive designs, it's also important to recognize that design operates within a continuum. Every design is influenced by its predecessors and will, in turn, influence future designs.

Myth number eight is that graphic design is a static field. In reality, it is a dynamic industry that continually evolves with technological advancements, cultural shifts, and market trends. Today's designers must be adaptable and constantly in tune with the changing landscape.

The ninth myth is based on the assumption that graphic design is all about making things look pretty. Good design is more about making things function better. It's about enhancing user experience, improving readability, simplifying navigation, and making information more accessible.

Finally, the tenth myth asserts that all designs should appeal to everyone. This is a futile endeavor since it's impossible to cater to everyone's tastes. Good design is targeted design, aimed at a specific audience with a specific message.

In closing, understanding these myths about US graphic design services is essential for businesses, clients, and aspiring graphic designers. It ensures a more informed perception of the industry, leading to better decisions, stronger designs, and a richer appreciation of the field. Graphic design is a complex, multifaceted discipline that is much more than meets the eye. It is a sophisticated blend of art, science, psychology, and business strategy – a true testament to the intelligence and creativity of the human mind.