Graphic designers combine art and technology to communicate ideas through images and the layout of web screens and printed pages. They may use a variety of design elements to achieve artistic or decorative effects. They develop the overall layout and production design for advertisements, brochures, magazines, and corporate reports. Graphic designers work with both text and images.
They often select the type, font, size, colour, and line length of headlines, headings, and text. Graphic designers also decide how images and text will go together on a page or screen, including how much space each will have. When using text in layouts, they collaborate closely with writers who choose the words and decide whether the words will be put into paragraphs, lists, or tables. Their work typically involves the following:
- Meet with clients or the art director to determine the scope of a project
- Advise clients on strategies to reach a particular audience
- Determine the message the design should portray
- Create images that identify a product or convey a message
- Develop graphics and visual or audio images for product illustrations, logos, and websites
- Create designs either by hand or by using computer software packages
- Select colours, images, text style, and layout
- Present the design to clients or the art director
- Incorporate changes recommended by the clients into the final design
- Review designs for errors before printing or publishing them
Graphic design is becoming increasingly important in the sales and marketing of products. Therefore, graphic designers, also referred to as communication designers, often work closely with people in advertising and promotions, public relations, and marketing. Frequently, designers specialize in a particular category or type of client. For example, some create credits for motion pictures, while others work with print media and create signs or posters.
Graphic designers must keep up with new and updated computer graphics and design software, either on their own or through formal software training programs. They must be able to create designs that are artistically interesting and appealing to clients and consumers. They produce rough illustrations of design ideas, either by hand sketching or by using a computer program.
Graphic designers must communicate with clients, customers, and other designers to ensure that their designs accurately reflect the desired message and effectively express information. Most use specialized graphic design software to prepare their designs. They must be able to think of new approaches to communicating ideas to consumers. They develop unique designs that convey a recognizable meaning on behalf of their clients.
Graphic designers often work on projects with other graphic designers and marketers, business analysts, writers, and programmers. They must collaborate to produce successful websites, publications, and other products. Some individuals with a background in graphic design teach in design schools, colleges, and universities.