Graphic designers (or graphic artists) plan, analyze, and create visual solutions to communications problems. They find the most effective way to get messages across in print, electronic, and film media using a variety of methods such as color, type, illustration, photography, animation, and various print and layout techniques.
Graphic designers develop the overall layout and production design of
magazines, newspapers, journals, corporate reports, and other
publications. They also produce promotional displays, packaging, and
marketing brochures for products and services, design distinctive logos
for products and businesses, and develop signs and signage
systems—called environmental graphics—for business and government. An
increasing number of graphic designers also develop material for
Internet Web pages, interactive media, and multimedia projects. Graphic
designers also may produce the credits that appear before and after
television programs and movies.
The first step in developing a new design is to determine the needs of
the client, the message the design should portray, and its appeal to
customers or users. Graphic designers consider cognitive, cultural,
physical, and social factors in planning and executing designs for the
target audience. Designers gather relevant information by meeting with
clients, creative or art directors, and by performing their own
research. Identifying the needs of consumers is becoming increasingly
important for graphic designers as they continue to develop corporate
communication strategies in addition to creating designs and layouts.
Graphic designers prepare sketches or layouts—by hand or with the aid
of a computer—to illustrate their vision for the design. They select
colors, sound, artwork, photography, animation, style of type, and
other visual elements for the design. Designers also select the size
and arrangement of the different elements on the page or screen. They
may create graphs and charts from data for use in publications, and
they often consult with copywriters on any text that accompanies the
design. Designers then present the completed design to their clients or
art or creative director for approval. In printing and publishing
firms, graphic designers also may assist the printers by selecting the
type of paper and ink for the publication and reviewing the mock-up
design for errors before final publication.
Graphic designers use specialized computer software packages to help
them create layouts and design elements and to program animated
graphics.
Graphic designers sometimes supervise assistants who follow
instructions to complete parts of the design process. Designers who run
their own businesses also may devote a considerable time to developing
new business contacts, choosing equipment, and performing
administrative tasks, such as reviewing catalogs and ordering
samples. The need for up-to-date computer and communications equipment
is an ongoing consideration for graphic designers.
Notes
Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook