What Is Graphic Design?

 

What is Graphic Design?

 

Graphic design is a craft where professionals create visual content to communicate messages. By applying visual hierarchy and page layout techniques, designers use typography and pictures to meet users’ specific needs and focus on the logic of displaying elements in interactive designs, to optimize the user experience.

 

Types of Graphic Design

1. Visual identity graphic design

A brand is a relationship between a business or organization and its audience. A brand identity is how the organization communicates its personality, tone and essence, as well as memories, emotions and experiences. Visual identity graphic design is exactly that: the visual elements of brand identity that act as the face of a brand to communicate those intangible qualities through images, shapes and color.

Designers that specialize in visual identity graphic design collaborate with brand stakeholders to create assets like logos, typography, color palettes and image libraries that represent a brand’s personality. In addition to the standard business cards and corporate stationary, designers often develop a set of visual brand guidelines (style guides) that describe best practices and provide examples of visual branding applied across various media. These guidelines help to ensure brand consistency throughout future application.

Visual identity design is one of the most common types of design. Visual identity graphic designers must possess a general knowledge of all types of graphic design in order to create design elements that are suitable across all visual media. They also need excellent communication, conceptual and creative skills, and a passion for researching industries, organizations, trends and competitors. 

2. Marketing & advertising graphic design

When most people think of graphic design, they think of designs created for marketing and advertising.

Companies depend on successful marketing efforts to tap into their target audience’s decision-making process. Great marketing engages people based on the wants, needs, awareness and satisfaction they have about a product, service or brand. Since people will always find visual content more engaging, graphic design helps organizations promote and communicate more effectively. 

Marketing designers work with company owners, directors, managers or marketing professionals to create assets for marketing strategies. They might work alone or as part of an in-house or creative team. Designers can specialize in a specific type of media (vehicle wraps or magazine ads, for example) or create a broad assortment of collateral for print, digital, and beyond. While traditionally print-centered, this type of design has grown to include more digital assets, especially for use in content marketing and digital advertising.

Examples of marketing graphic design

• Postcards and flyers
• Magazine and newspaper ads
• Posters, banners and billboards
• Infographics
• Brochures (print and digital)
• Vehicle wraps
• Signage and trade show displays
• Email marketing templates
• PowerPoint presentations
• Menus
• Social media ads, banners and graphics
• Banner and retargeting ads
• Images for websites and blogs

Graphic designers need excellent communication, problem-solving and time management skills. In addition to being proficient in several graphic design, layout and presentation apps, they must also be familiar with production for print and online environments. Entry-level
positions in this area are a great way for new designers to learn processes and acquire valuable skills and experience.

3. User interface graphic design

A user interface (UI) is how a user interacts with a device or application. UI design is the process of designing interfaces to make them easy to use and provide a user-friendly experience.
       
A UI includes all of the things a user interacts with—the screen, keyboard and mouse—but in the context of graphic design, UI design focuses on the user’s visual experience and the design of on-screen graphic elements like buttons, menus, micro-interactions, and more. It’s a UI designer’s job to balance aesthetic appeal with technical functionality.

UI designers specialize in desktop apps, mobile apps, web apps and games. They work closely with UX (user experience) designers (who determine how the app works) and UI developers (who write code to make it work).

Examples of user interface graphic design     

• Web page design
• Theme design (WordPress, Shopify, etc.)
• Game interfaces
• App design

UI designers must be team players backed by bothserious graphic design skills and an excellent understanding of UI/UX principles, responsive design and web development. In addition to graphics
apps, they need knowledge of programming languages like HTML, CSS and JavaScript.

     

4. Publication graphic design     

Publications are long-form pieces that communicate with an audience through public distribution. They have traditionally been a print medium. Publication design is a classic type of design—think books, newspapers, magazines and catalogs. However, there’s recently been a significant rise in digital publishing.

 

Graphic designers that specialize in publications work with editors and publishers to create layouts with carefully selected typography and accompanying artwork, which includes photography, graphics and illustrations. Publication designers may work as freelancers, as creative agency members or in-house as part of a publishing company.

Examples of publication graphic design

• Books
• Newspapers
• Newsletters
• Directories
• Annual reports
• Magazines
• Catalogs

Publication designers must possess excellent communication, layout and organizational skills. In addition to graphic design expertise, they need to understand color management, printing and digital publishing.

5. Packaging graphic design

Most products require some form of packaging to protect and prepare them for storage, distribution, and sale. But packaging design can also communicate directly to consumers, which makes it an extremely valuable marketing tool. Every box, bottle and bag, every can, container, or canister is a chance tell the story of a brand.

Packaging designers create concepts, develop mockups and create the print-ready files for a product. This requires expert knowledge of print processes and a keen understanding of industrial design and manufacturing. Because packaging design touches so many disciplines, it’s not uncommon for designers to find themselves creating other assets for a product such as photography, illustrations and visual identity.

Packaging designers may be a jack-of-all-trades or specialize in a specific type of packaging (like labels or beverage cans) or a specific industry (like food or children’s toys). Their work requires top-notch conceptual and problem-solving skills in addition to a strong working knowledge of print and industrial design. They must be flexible to meet the demands of clients, marketers and manufacturers and be aware of current trends.

6. Motion graphic design

Simply put, motion graphics are graphics that are in motion. This can include animation, audio, typography, imagery, video and other effects that are used in online media, television and film. The medium’s popularity has skyrocketed in recent years as technology improved and video content became king.

“Motion graphics designer” is a somewhat new specialty for designers. Formally reserved for TV and film, technological advances have reduced production time and costs, making the art form more accessible and affordable. Now, motion graphics is one of the newest types of design and can be found across all digital platforms, which has created all sorts of new areas and opportunities.

Examples of motion graphic design

• Title sequences and end credits
• Advertisements
• Animated logos
• Trailers
• Presentations
• Promotional videos
• Tutorial videos
• Websites
• Apps
• Video games
• Banners
• GIFs

Motion graphics designers begin by developing storyboards and then bring their concepts to life with animation, video and traditional art. Depending on the industry, a strong working knowledge of marketing, coding and 3D modeling can be definite assets.

7. Environmental graphic design

Environmental graphic design visually connects people to places to improve their overall experience by making spaces more memorable, interesting, informative or easier to navigate. Environmental design is a broad type of design, here are some examples:

Examples of environmental graphic design

• Signage
• Wall murals
• Museum exhibitions
• Office branding
• Public transportation navigation
• Retail store interiors
• Stadium branding
• Event and conference spaces

Wayfinding is a specific type of environmental graphic design that consists of strategic signage, landmarks and visual cues that help people identify where they are and where they need to go so they can get there without confusion.

Environmental graphic design is a multidisciplinary practice that merges graphic, architectural, interior, landscape and industrial design. Designers collaborate with people in any number of these fields to plan and implement their designs. Because of that, designers typically have education and experience in both graphic design and architecture. They must be familiar with industrial design concepts and able to read and sketch architectural plans.

Traditionally, environmental graphic design has produced static print pieces, but digital interactive displays continue to rise in popularity as a means of creating a more engaging experience.

8. Art and illustration for graphic design

Graphic art and illustration are often seen as being the same as graphic design, however, they’re each very different. Designers create compositions to communicate and solve problems, graphic artists and illustrators create original artwork. Their art takes a number of forms, from fine art to decoration to storytelling illustrations.

Even though graphic art and illustration are not technically types of graphic design, so much is created for commercial use within the context of graphic design that you can’t talk about one without the others.

Examples of art and illustration for graphic design

• T-shirt design
• Graphic patterns for textiles
• Motion graphics
• Stock images
• Graphic novels
• Video games
• Websites
• Comic books
• Album art
• Book covers
• Picture books
• Infographics
• Technical illustration
• Concept art

 

Graphic artists use any combination of media and techniques to create their work as they collaborate with writers, editors, managers, marketers and art directors across all graphic design types. They’ll often have a foundation in fine arts, animation or architecture. Overlapping skills and apps make it possible to find graphic designers who also work as graphic artists and illustrators (and vice versa). 

Use the right types of graphic design for the job

Graphic design is an ever-growing field, and the demand for specialized and skilled designers is on the rise. When you’re looking for the right person to take on a design job, knowing the different types of graphic design will help you identify the specialist you need.

 

What Does A Graphic Designer Do?

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From billboards and product labels to laptops and smartphones, graphics are everywhere. Brands big and small use both printed and digital designs—like logos, websites or advertisements—in an effort to attract the eye of their audience and promote their product or service. And no matter what they’re selling, behind every brand’s visual campaign is a graphic designer.

But what do graphic designers do exactly? Simply put, they create visual concepts, physically or digitally, to communicate ideas that inspire, inform and captivate consumers, according to the Bureau of Labor Statistics (BLS).¹

Though all designers have a few things in common, their job duties, work environment and skillsets can vary greatly. But to give you a better understanding, we’re here to give you a closer look at what graphic designers do and how they do it.

 

What is graphic design, anyway?

Involving aspects of marketing, art, technology and customer service, graphic design can seem like a complicated concept. To simplify their function, think of graphic designers like visual storytellers. A good designer’s job is to use imagery to tell a story in a way that supports a brand’s message and evokes emotion.

Much of what graphic designers do is to blend form and function, according to graphic designer Pablo Solomon. “As in any good design, you want to accomplish your practical goal in the most visually pleasing and impacting way,” he explains. “Where musicians use music, poets use words and dancers use their movements to communicate feelings, designers use their images.”

At the end of the day, a designer’s aim should be to fulfill their client’s desire to communicate an idea in a visual way.

What does a graphic designer do?

Now that you have a better idea of what graphic designers are responsible for, you’re probably curious about what they do on a daily basis. Keep in mind this can vary greatly depending on where they work and what they specialize in.

But when it comes to what a graphic designer does, there are some general tasks you can expect. Here are some of the daily duties as reported by the BLS.¹

Common graphic designer duties¹:

• Meeting with clients or art directors to define the scope of a project
• Using photo editing software, layout software and digital illustration to create designs
• Selecting colors, images and typefaces to convey a company’s brand and message
• Presenting design concepts to clients or art director
• Applying updates to designs based on stakeholder feedback and opinion
• Examining final designs to ensure there are no errors before printing or publishing

Where do graphic designers work?

There are three main settings that graphic designers have an opportunity to work in: in-house, agency or freelance. An in-house designer is employed by a company to produce creative materials specifically for their own brand. An agency designer will work on a project-by-project basis for a company who provides creative services for a variety of clients. A freelance designer is self-employed and manages their own workload and clientele.

Each work environment comes with its own advantages and disadvantages, and there are certain qualities and characteristics that are ideal in each setting. It’s important for graphic designers to familiarize themselves with the different options in order to decide which environment best suits them.

What do graphic designers do in an in-house setting?

In-house graphic designers enjoy the stability of a “traditional” work environment. They create designs strictly for the company in which they are employed, allowing them to fully invest in the brand and its target market. A designer in this setting tends to be a “jack of all trades,” having a broad skillset with the ability to take on many different types of projects for their team.

What do graphic designers do in an agency setting?

It is quite common for smaller businesses or individuals to outsource their design work to a graphic design agency. Depending on the size of the projects, agency designers may juggle several projects for different clients in any given week. The workload tends to ebb and flow depending on the contracts that come in, which often makes for inconsistent schedules while working to meet deadlines. Agencies often employ design specialists and disperse the projects accordingly to ensure high quality.

What do graphic designers do in a freelance setting?

For business-savvy and self-disciplined designers, freelancing can be an ideal option. These designers are self-employed and often work from the comfort of their own home. As the person in charge, they have the ability to pick and choose the hours they work, the types of projects they take and the clients they work with. In addition to the design responsibilities, they are also responsible for marketing, finances, operations and other important aspects of their business.

What are some important graphic design skills?

Since their jobs consist of several unique aspects, graphic designers must possess a unique blend of artistic and technical skills. We used real-time job analysis software to examine more than 54,000 graphic designer job postings from the past year.² The data helped us identify the most important hard and soft skills according to employers.

Top technical skills for graphic designers:²

• Adobe Creative Suite®
• Social media
• Typesetting
• Website design
• Packaging
• Project management
• Visual design
• Marketing materials
• Illustration
• Digital design