Let’s Demystify the World of Graphic Design
Design is everything from the physical to the digital to everywhere in between. There is a lot more to graphic design than a stunning website or stand-out business cards. These are just smaller elements of larger categories. To fully understand the world of graphic design, we must break it down into 11 parts:
1. Branding/Visual Identity
Everyone has their own unique story to tell—from individuals to small businesses to large corporations. Once these stories are crafted, it’s time to give them a voice. That’s where a graphic designer comes in. They work with the client to develop a visual representation of their brand (their brand identity) in order to breathe life into their story, bringing shapes, colors and images into the narrative. Through the careful use of imagery, they hope to leave a lasting impression of the brand in the mind of the audience.
2. Advertising & Marketing Design
We are constantly bombarded with marketing campaigns everywhere we go. We see them on television, when we watch an online video, when we pick up a newspaper and when we are scrolling through Facebook. We’ve been exposed to the good and the bad, even if we are so accustomed to campaigns that we don’t consciously label them outright. When we see a great ad, we know it’s good because we are quick to hit the “shop” or “buy now” button. That is the measure of an effective marketing campaign.
3. Digital Design
Digital design refers specifically to that which is created and produced to be viewed on a screen. This can encompass many different types of design, from UI (user interface found on websites, games and apps) to 3D modeling. A digital designer concerns themselves with the visual elements of your digital experience. Things like the size, color and placement of buttons all fall under their purview. They will often work hand in hand with UI developers who write the code that makes the programs work.
4. Product Design
Product designers orchestrate the entire design process for products. There are six types of product designers:
Interaction or UX Designers that understand how apps interact with consumer needs
Graphic or Visual Designers that create images and the user interface
User Researchers that understand the minds of your customers
Data Analysts that test products and use that information and data to inform the end product
Prototypers that can implement and test ideas as cheap and fast as possible
Business Strategists that analyze the strategy behind every design decision
These are all individual roles, but a good product designer understands each avenue. These designers help you deliver on your brand. If your branding team promises a professional and compassionate experience, your product designer ensures that your clients get it. It’s one thing to have a good product, but if you can’t deliver on what you’re promising your audience, you are only hurting yourself.
4. Editorial/Publishing
One of the more common types of graphic design is editorial design, which deals with publications such as books and magazines. Publication designers create layouts, covers and graphics for editorials in order to convey the author’s vision and message for their work. With the rise of online publishing, editorial designers aren’t limited to working on print media either. Online newspapers, magazines and ebooks all require somebody to design the layout, covers, editorials and graphics as well.
5. Packaging
Packaging is both the most visible and invisible aspect of any product design. It is a practical element that can make a huge impact on the product’s viability in the market. Changing packaging design can be an essential element of a rebranding or it can be part of what attracts clients to your product. Packaging design alone often has the potential to propel a company ahead of its competitors or it can be the final nail in their metaphorical coffin.