What Is Graphic Design? A Beginner’s Guide to This Creative Career
When you think of graphic design, do you think of artistic advertisements? Eye-grabbing graphics on websites? Stunningly arranged spreads in magazines? While these examples certainly fit under the graphic design definition, the term encompasses a lot: posters, infographics, book covers, product labels, logos, business cards, signs, website layouts, mobile apps, software interfaces—the list goes on.
So what is graphic design, exactly? Listing these graphic design examples is a good start, but it doesn’t paint the full picture. While covering the details and intricacies of the entire graphic design field might not be possible in one article, this high-level overview will help you better understand this creative career field.
If you’re at all interested in becoming a professional graphic designer, keep reading to learn the basics of the field.
First, what is graphic design?
According to the?American Institute of Graphic Arts (AIGA), graphic design is defined as “the art and practice of planning and projecting ideas and experiences with visual and textual content.” In other terms, graphic design communicates certain ideas or messages in a visual way. These visuals can be as simple as a business logo, or as complex as page layouts on a website.
“Graphic design takes graphical and textual elements and implements them into multiple types of media,” says designer?Sukanta Bhattacharya, when asked to elaborate on the graphic design definition. “It helps the producer connect with the consumer. It conveys the message of the project, event, campaign or product.”
Graphic design can be used by companies to promote and sell products through advertising, by websites to convey complicated information in a digestible way through infographics, or by businesses to develop an identity through branding, among other things.
“Every day, we take many of the subtly artistic things around us for granted. But hidden in every magazine corner, exit sign or textbook lies a set of design ideas that influence our perceptions,” says Jacob Smith, founder of illustration studio?ProductViz.
It’s also important to remember that although many graphic design projects have commercial purposes like advertisements and logos, it is also used in other contexts and graphic design work is often created purely as a means for artistic expression.
Graphic design basics
To better understand the meaning of graphic design, it is important to be aware of the elements and principles that make up design. Elements are used in conjunction or opposition with each other to create visually striking and impactful designs.
These graphic design elements include:
Graphic designers also adhere to the principles of design, which are essentially a set of guidelines that help a design achieve effective composition. These basic principles aid in creating balance and stability for the piece of work.
These graphic design principles include:
You’ve heard the old saying that “rules are meant to be broken,” which can certainly ring true in this case. But a good graphic designer must first understand these principles before making the conscious decision to break them.
Types of graphic design
As mentioned earlier, there is no single graphic design meaning. Graphic design is composed of many fields and specializations, ranging from print and web design to animation and motion graphics. Graphic design offers opportunities and options for individuals of almost any interest.
If you’d asked someone 30 years ago to define graphic design, their answer would have likely been focused on print-related examples like magazines, movie posters and advertisements. Now we’re living in the digital age, which has given birth to several new types of graphic design.
Some of the most notable modern-day graphic design examples stem from advancements in technology. Here’s a glimpse of some of these types of graphic design:
Common graphic design jobs
With technological advancements introducing new types of graphic design, there has also been an emergence of new graphic design jobs. This evolution has changed the entire landscape of careers in this field.
Demand for “traditional” graphic designers who work primarily for print publishers has fallen substantially, but that doesn’t tell the whole story. Employment of graphic designers in computer systems design services is projected to grow by 24 percent through 2028, according to the?Bureau of Labor Statistics?(BLS).1?Much of this demand is spurred by business’ and organizations’ increased need for digital graphics and imagery as they aim to increase their digital presence.
So with that said, what are some common?graphic design job titles? We analyzed more than 30,000 job postings calling for a graphic design degree over the past year.2?The data helped us determine the most common job titles:
As you can see, once armed with the proper knowledge and training, there are several graphic design job options out there. You have the ability to cater your career to your personal skills and interests.
Popular graphic design tools
Now that you know what type of jobs and specializations are out there, it’s helpful to familiarize yourself with the graphic design tools that help get the job done. One of the most basic, and least expensive, tools designers use is a sketchbook. Graphic designers will often sketch out ideas or rough drafts on paper before turning to a computer to complete the process.
That being said, computers and design software are essentials in today’s digital climate, even if you are designing for print. The type of computer you need is based on preference, but when it comes to software, Adobe products such as Photoshop, Illustrator and InDesign are mainstays in the graphic design world. If you are just beginning and don’t want to commit to the high price tag Adobe products often carry, similar free open-source software such as?GIMP?can help you begin to master the basics.
Lastly, ideas and inspiration are what a graphic designer needs most. “You need to have a solid concept serving as the foundation of your design and communication,” explains Sukanta Bhattacharya, co-founder of?Digital Way “This concept and idea needs to work on paper first and then the computer should be used as a tool to bring the concept to life.”
Graphic designers gain inspiration from the world around them, so if you are worried you aren’t creative enough, go outside, bounce ideas off your peers or seek ideas from the internet. There plenty of inspiring?graphic design blogs?that can help get your creative juices flowing.
Create your future in graphic design
What is graphic design, exactly? As you’ve just learned, there isn’t a one-size-fits-all definition. There are countless ways to use graphic design to solve business problems or evoke inspiration. It’s up to you to determine what graphic design means to you and your future career.
Having an eye for design is a great start, but do you possess the other natural traits of a graphic designer? Find out in our article,
“Should I Be a Graphic Designer? 6 Questions You Should Be Asking First.”
Whether it’s the collection of pamphlets you browse through while waiting for your dentist appointment, a fascinating graphic that attracts your attention while scrolling through your social media newsfeed or that billboard promoting the new restaurant in town, you are constantly surrounded by visuals designed to grab your attention and communicate a message that sticks in your mind.
Perhaps you often find yourself evaluating those designs—wondering if a different color combination would have been more appealing or an alternative layout could have better highlighted the most important information. Your innate creativity and eye for detail may have you thinking,?“Should I be a graphic designer?”
These natural characteristics could make you a perfect fit for this field. But there are a few more qualities that great graphic designers share. Keep reading to find out if you have the makings of a prolific designer.
Should you become a graphic designer? 6 Questions to ask yourself
When considering something as important as pursuing a career, a little introspection goes a long way. Take the time to consider the following questions.
1. Am I versatile?
Graphic designers are often tasked with juggling many different projects at once. This is especially the case if you choose to work in an agency setting, representing a handful of different clients or brands. Even in-house designers often find themselves working on all sorts of diverse projects—from website banners and social media images to sales sheets and print catalogs.
For those who choose the freelance-designer route, this list of responsibilities goes above and beyond design work. You’ll also need to manage your marketing, accounting, client relations and more. Regardless of which?graphic design work environment?you end up in, being adaptable and able to multi-task is essential.
2. Do I embrace change?
The world of graphic design is constantly evolving. New techniques and technologies are introduced every year, which is why a commitment to?lifelong learning?is key to building a lasting design career.
The exponentially growing and transforming world of technology has an enormous impact on the graphic design field. Are you excited to learn about the latest features in design software? Will you make time to learn about a new technique that will make managing your workload more efficient? If you tend to resist change, you might want to consider a different career path.
3. Am I patient?
Much of a graphic designer’s work comes at the direction of a client or other internal stakeholders. There will rarely be a project where you’re given free creative reign and not encounter any requests for revisions along the way. You can expect to spend time dealing with?hard-to-interpret feedback?and clients whose priorities may shift mid-project.
While there are ways to maintain?positive communication between you and your clients, you will still need to be patient as a designer. Every client and project is different, and they all can end up requiring multiple revisions and changes before everyone is satisfied.
4. Am I a team player?
It’s true graphic designers spend a good amount of their time working solo as they create new materials, but production time is only a portion of the job. The rest of their work relies heavily on collaboration. It’s import to be able to negotiate ideas and concepts with a client as well as with your own team members.
At any given point in your career, you could find yourself collaborating with various developers, working with another designer on a project or leading a group of fellow designers. This means you’ll need to balance the desires of your clients and coworkers while asserting your own professional opinion on how a project would be most visually appealing. This can be a challenge considering graphic design is a subjective field. You’ll need a bit of diplomatic tact and a willingness to listen, even if you disagree.
5. Can I handle a little criticism?
Speaking of subjectivity, it’s inevitable you’ll eventually come across an opinion that differs from yours. As a graphic designer, it’s imperative that you don’t take feedback personally. This can be easier said than done—especially if you’ve poured your heart into a project. But in the end, you ultimately need to respect the client’s wishes and work to reach a compromise.
As a graphic designer, your ideas and designs will always be out there for others to see—and with that comes criticism. This can be both good and bad. Thoughtful, constructive criticism can lead to professional growth if you’re willing to accept it. The key is to keep an open mind and take criticism in stride.
6. Am I a problem-solver?
Whether it’s promoting a new business, highlighting a promotion or communicating important information, every design project has a problem to solve. Your job as a graphic designer is to find the most effective way to achieve the objective at hand.
Some requests will be more challenging than others. If you have a mindset that perceives problems as exciting opportunities, you will probably be successful in meeting your client’s requirements even if it takes multiple attempts and edits.
Is becoming a graphic designer in your future?
The next time you see an eye-catching billboard or an attractive-looking website that has you thinking, “Should I be a graphic designer?” think back to these questions. Your natural creative flair can take you quite a ways, but the traits outlined above can help you take your career to the next level.
Seriously considering this creative career? Discover the ins and outs of the graphic design field in our article
“What I Wish Someone Had Told Me BEFORE Becoming a Graphic Designer.”
Isn’t hindsight always 20/20? If only you could travel back in time and give younger-you some choice advice. Nothing to alter the time-space continuum of course, just a few tips to help you avoid some costly and painful missteps.
You could have avoided a few bad deals, kept out of trouble more often and maybe arrived at life decisions a little quicker. Though a time machine is pretty out of reach at the moment, you can have the next best thing when it comes to becoming a graphic designer—without any risk of catastrophic time-travel ripple effects!
If you are considering a?Graphic Design degree, why not look a little further into the future to ensure you are making a smart investment in a great career? We’ve gathered experts in graphic design to share some of the things they wish they’d known before entering the field. And just to make things easy, we’ve compiled the information into a helpful list.
Before becoming a graphic designer, I wish someone had told me …
Before you dive into a graphic design career, you should at least be aware of the following:
Boring work is part of the gig
Creativity-centric careers give professionals the chance to exercise their artistic abilities for a day job, but that doesn’t mean you get to make what you want all the time. “Being a professional graphic designer is just as much about working on tedious boring jobs as it is building cool brands that require lots of creativity,” says Sukanta Bhattacharya, senior designer at?Digital Way.
“You aren’t always going to work on projects that are exciting and fun, but [less exciting work] is a huge part of the job that some find surprising at first.” When clients, customers or your own company give you a project—your priority is usually?their?goals before your own. Ideally, the two come together often. But Downey says tedium is part of graphic design as much as other careers.
“And yet, seeing your artwork out in the world makes all of the not-so-glamorous days worth it.”
Be big on collaboration
It’s easy to feel possessive about your designs or your ideas; but when you are working as a graphic designer, collaborating with others is a huge part of the job. There are always more variables to deal with when you add more people to the work you’re trying to do—but Downey says teamwork can be a very gratifying part of the role.
“Collaboration was one aspect of the design firm environment that I fell in love with,” Downey says. “Being part of a team and working on projects together challenges you to look at things differently and almost always results in stronger concepts.”
No designer is right for?every?project
“I went into this field thinking that a great designer can create for anyone,” says Sukanta, creative team lead at?Digital Way. “When in reality, client and designer pairing is much like any other close relationship; styles, temperaments, and values should complement each other.”
Pinder explains that clashing in these matters right off the bat can build up to a series of frustrating exchanges. While you may not always have the choices you’d like, trying to communicate big picture concepts right at the start with clients might help you decide whether you want to take on the project. “I’ve created some pieces at the insistence of the client that I would never publicize that I made,” Sukanta says.?
“It’s better for everyone—and a lot more enjoyable—when you and the client are on the same wavelength.”
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Expectations aren’t always realistic
You know how long a project is likely to take—all the steps between conception and execution. You know how design choices are likely to play out in a finished product and what the aesthetic impact will be. Your client, boss or customer does not necessarily know these things.
“I was surprised by unrealistic expectations from clients,” Downey says. “Whether it’s a shockingly low budget or an unreasonable deadline, be prepared to have a solution.” Downey explains that sometimes you’ll make sacrifices and sometimes you’ll push back to establish a healthier design relationship. But as the professional who understands design and will be doing the work—the job of honestly communicating with clients or managers comes down to you.
Data analytics impacts designers too
Increased interest in using data analytics to make more informed choices seems to be a trend across hundreds of careers—and the same is true for design. “Even though specializing is important, designers are expected to be a jack-of-all-trades,” Pinder says. “The latest addition to your toolset is being able to dive into data and analytics and make informed decisions based on the results.”
A course, an online module, anything you can do to add a little data analytics understanding to your repertoire could be very helpful in your job hunt and your design career.
To always get a deposit first when freelancing
Graphic design is notorious for?clients expecting to get work for free. “I’m sure I don’t need to tell you how many sob stories there are, my own included, of being ripped off by bad clients,” says Alex Kemmler of?eboundhost.
There’s nothing wrong with an arrangement where your expectations and the client’s expectations are clear from the get-go, even if it’s an unpaid one. But don’t allow contract ambiguity to rob you of your work and time.
“Simply put, my number one tip is to always get a deposit before starting work,” Kemmler says. To navigate this, Kemmler advises drafting a statement of work, what’s included in the price, what’s not included, payment terms and schedule.
Then, get a deposit of at least 25 percent up front. “Legitimate clients won’t have a problem paying a deposit against work yet to be performed.”
While circumstances will vary from client to client, Kemmler says that a client who balks at a deposit is much more likely to stiff you or be otherwise difficult to work with.
You have lots of career options
Becoming a graphic designer isn’t a one-way street for the rest of your career. It’s a versatile skill and education base that offers opportunity in many different roles. “There are so many avenues within graphic design,” says Casey Mathison, brand experience manager at?Marr Media Group. “A graphic designer can mean illustrator, animator, layout artist, website designer, UX designer, etc. It really is a multifaceted career!”
You never stop learning
Whether you get a graphic design degree or?teach yourself graphic design, the initial education is really only the beginning. “You will never stop learning,” Mathison says. “I see this as more of a positive, but it can be daunting trying to keep up with an industry that evolves every day.”
Besides, the more you learn, the more versatile and valuable your work will be. There are several potential opportunities out there for employees with experience in more than one area. You never know where a little extra know-how can take you.
The journey of becoming a graphic designer
If this advice from graphic design pros has you feeling inspired, harness that energy and use it to launch into some learning! Experience counts for so much in your graphic design abilities.
“I would tell my younger self to get started sooner,” Mathison says. “If I could, I’d go back and push myself to go after it. I’d love to have those extra 10 years of experience under my belt today.”
If you are still interested in becoming a graphic designer, you’ll likely want to know more about the flexibility of this degree. Learn more about some common outcomes in our article
“What Can You Do with a Graphic Design Degree? Exploring Your Options."
The road to career success looks different for everyone. After some thought, you’re starting to consider pursuing a graphic design career path. But before you commit the time and money it takes to acquire the?formal training?many employers require, you want a better idea of the potential job prospects will look like after graduation.
So what can you do with a Graphic Design degree, anyway?
You might think there is just a single answer—become a graphic designer—but the options are much more varied than that.
“One of the beautiful aspects of studying Graphic Design is the wide variety of jobs one can pursue after receiving a Graphic Design degree,” says graphic designer and art director?Amy Lewin. “I never wanted to be too specialized in my career. I crave variety in design and love switching up my style and working on a range of projects.”
Graphic Design education imparts useful skills you can utilize in a variety of creative careers. Take a minute to learn a bit more about what Graphic Design majors learn and you’ll see what we mean.
What do you learn in a Graphic Design program?
Motion graphics, animation, design theory, project management and portfolio development are some of the main learning objectives in?Rasmussen University’s Graphic Design program. Courses like the Business of Digital Media, Interactive Publishing and Digital Effects teach a broad base of knowledge that would be useful all across business and marketing fields.
Advanced Typography and Advanced 3D Modeling are examples of specialized courses that provide more specific skills valued in the industry. Overall, students in these programs should be equipped with technical design skills as well as useful project management and general business knowledge.
“I remember I learned a bit of [Adobe] Flash in design school, because I wanted to broaden my skill set,” says Gabe Ruane, co-founder of?Turn Agency. “I also picked up basic animation skills and found myself more marketable going after my first job because I had a bit more than the baseline Graphic Design education.” Ruane says the digital aspects of Graphic Design education are extremely important.
“Everything happens on screens,” Ruane says. “I'd like to think most Graphic Design programs these days focus time and energy on the digital side of design.” While being a generalist in this sense can be super versatile in many careers, students who prefer to focus in on a special area can also make use of that passion.
“If you see yourself enjoying a niche area of design in branding, package design, environmental design, UI/UX, web design, textiles, illustration or photography, etc., then go for it!” Lewin says. She advises students to pursue what they actually want to be doing on the job. For example, it took Lewin some time and experience to realize she wasn’t interested in UI/UX or web design and didn’t need to scramble to learn additional coding skills.
If you don’t see yourself specializing in one area, Lewin suggests remaining open to all types of graphic design jobs to get experience and learn more about what you like and what you’d rather not spend your time on. The industry is versatile enough to give you plenty of choices.
10 Popular graphic design career opportunities
But what are some of those choices specifically? We used real-time job analysis software to examine over 30,000 job postings seeking graduates of Graphic Design programs from the past year.*?This is definitely not a comprehensive list of what you can do with a Graphic Design degree—only a representation of graphic design degree jobs out there.
1. Graphic designer
Graphic designers?develop graphics and layouts for product illustrations, company logos, websites and more. This job title can cover a huge range of duties in a huge range of industries.
So what does that look like in practice? Ruane worked as a graphic designer at a technology magazine, creating magazine layouts, some advertising, print production and a bit of web design.
Lewin worked as a senior graphic designer at a video game publishing company, designing and art directing video game titles. “I worked on everything from designing the campaign art used on packaging to concepting and art directing the ‘Just Dance 2019’ commercial.”
2. Creative director
Creative directors?determine the creative vision of a project. They make sure the overall aesthetic and cohesive look stays on track by leading their team through the steps to create something, whether that is a tangible product like a video game, film, magazine or something more abstract like an advertising campaign or brand identity.
The job involves managing skills, leadership and often budgeting and time management abilities as well as creative vision.
When Ruane worked as an associate creative director at a digital ad agency, his work involved concepting with a copywriter partner, pitching and presenting ideas and leading a team of designers and art directors while still taking part in the visual design.
3. User experience (UX) designer
UX designers?work to make products, processes and services seamless, enjoyable and intuitive for users. They think about how the product feels, how users will use it. They ensure the product flows from one step to the next. UX designers might run user tests, refining any bumps or confusions in the process. This career involves tons of out-of-the-box thinking, creative intuition and a natural appreciation for smooth design. This design discipline is often found in web design, where organizations are placing an increased emphasis on ensuring their website designs are both visually appealing and simple to use.
While user experience design has been around for much longer, Ruane notes that the role of UX designer really started to grow in popularity around ten years ago. When that happened, many of his fellow graphic design classmates transitioned into UX careers. This is an excellent role for technology-savvy designers as it often requires a blend of design and web technology skills
4. User interface (UI) designer
UI design?is often considered a subset of UX design and has similar overall goals. User interface designers focus on how the product is laid out. They design each screen and each page, ensuring that the layout visually works with the overall path a UX designer has charted.
UI designers design each screen or page a user interacts with, ensuring that the UI visually communicates the path a UX designer charts. They might decide where content should go on an analytics dashboard or what tools make the most sense for the user navigating a page. They also pay close attention to style coherence and ensure the product remains consistent.
5. Production artist
Production artists?take over the hands-on steps of production—whether that’s in graphics, film, art or other formats. They upload and ensure the accuracy of design files throughout the last stages of development. The job is equal parts design and computer applications skill.
Production artists might suggest improvements to the work they are finishing as well as making final touches like scaling, cropping, retouching and repositioning.
“If you start as a junior designer at an agency, or as a production artist, you’ll get to work alongside a dozen people in strategy, technology, development, animation, data, UX, analytics and more,” Ruane says.
He emphasizes that positions like this can really help you get exposure to the variety of jobs out there. You might find that you really enjoy a particular part of the process. “Or if you stick with pure visual design, you'll be a stronger designer for having worked alongside these related specialists.”
6. Product developer
Product developers?ideate, lead and manage the creation of products. They can work on so many different things that their job duties will vary widely, but general tasks include performing industry research, creating illustrations, presenting the product to employers or stakeholders and contributing to the development process.
This role might go hand in hand with graphic design. Damien Cunningham is a senior graphic designer and product developer at?Find Me a Gift. “It’s my favorite because the role is varied, allowing me to work across various departments and on several different tasks,” Cunningham says. “I could be creating digital marketing material one day and then producing packaging for print or designing a new product another.”
7. Art director
Art directors?take charge of the visual style and content in magazines, newspapers, product packaging and movie and television productions. They create design and direct other artists to develop each contributing piece. They work closely with their employers or clients to cast an artistic vision that meets objectives, the available budget and desired impact.
Ruane worked as an art director at a few digital advertising agencies doing visual design for websites and online advertising campaigns. This role was a highlight in his career path.
“It was so exciting and inspiring at the time,” Ruane says. “Big brands, high-profile work, lots of energy and, as it turned out, a great networking frenzy that has led to relationships that I now rely on for my own agency business.”
8. Marketing specialist
Marketing specialists?collect and analyze data on target customers, initiate marketing campaigns, measure effectiveness of marketing attempts and create strategies to promote their company and its goods or services.
As you’ve probably noticed, many of these graphic design careers fall under the larger umbrella of marketing. Cunningham says more graphic designers should consider job titles in the marketing category with the unique expertise they offer.
“The role tends to require someone that is multi-skilled, that can work across many areas of design and someone that will push themselves and learn new skills,” Cunningham says. “A marketing career allows designers to apply their skills to a huge assortment of tasks like digital and print graphics, branding and social media. This keeps things exciting and also offers many options for future careers.”
9. Multimedia artist or animator
Multimedia artists and animators?design complex graphics and animation using computer animation or modeling programs. They think about story development, visual impact and platforms to create media content that will meet their employer’s objectives. More brands and organizations are looking to increase their online video presence—and that’s been a boon for graphic designers with animation and motion graphics skills.
10. Freelancer
While it’s not a unique design job in its own right, but most of the job titles mentioned above can be performed as a freelancer. Designers who have some experience on their resume, a stunning portfolio of work or expertise in niche areas of design, marketing and graphics could build a career finding freelance projects.
But freelancing is also excellent as a side-gig that can bring in some extra cash—and boost your expertise. Ruane says he worked on side projects with small clients throughout his career on a huge range of project types. “There’s lots of ‘figure-it-out-as-you-go’ in freelancing, and the continuing education is hugely beneficial,” Ruane says.
In Ruane’s case, working in many different areas built up to him co-founding his own design agency and becoming a business owner. Designers who spend time freelancing will likely learn valuable skills in communication, attracting clients and managing time and budgets. These things can one day apply to even bigger entrepreneurial ventures.
Start on your graphic design career path
Graphic design is so profoundly versatile, that your imagination and your passion for the work can take it almost anywhere. “As an undergrad, I never would have imagined my trajectory would provide me with so many opportunities,” Sukanta says. “I’ve worked on package designs for video game titles, branding projects for small businesses, print collateral for pharmaceutical companies, online and retail marketing advertisements, organized photoshoots and art directed TV commercials.”
Sukanta’s biggest piece of advice for aspiring designers is to never settle in a role if you are unhappy. There is more out there, so keep trying and keep looking for what inspires you!
“You can take your graphic design foundation and apply it to any creative project, on any platform, using any media or technology,” Sukanta says. “The principles of design are always top of mind, and the educational background can serve you well in any number of specialties.”
Sr. Creative Graphic Designer
Sukanta Bhattacharya
Ph: +91 9831285313
Mail: [email protected]
NB** - Contact for any type of Graphic Design.
Director of Business Development
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