Nature of the Work About this section

Graphic designers--or graphic artists-- plan, analyze, and create visual solutions that communicate a message. They find the best approach to get messages across in electronic and print media using various types of print, colour, type, illustration, photography, cartoon and layout techniques. Graphic designers develop the overall layout and production design of papers, magazines, journals, corporate reports, and other publications. In addition, they produce promotional displays, promotion, and advertising brochures for products and services, design distinctive logos for companies and products, and develop signs and signage systems--called environmental graphics--for authorities and company. An increasing variety of graphic designers also develop content for multimedia jobs, interactive media, and Internet web pages. Graphic designers also may make the credits that appear before and after films and television programs.

Step one in developing a fresh design would be to establish the needs of the customer, the message the design should communicate, and its attractiveness to users or customers. Graphic designers consider cultural, physical, cognitive, and societal variables in planning and carrying out designs for the market. Important information is gathered by designers by performing their own research, and by meeting with customers, creative or art directors. Identifying the needs of consumers is becoming increasingly significant for graphic designers as they continue to develop communication strategies that are corporate in addition to creating layouts and designs.

Graphic designers prepare layouts or sketches--by hand or with the assistance of a computer--to illustrate their vision for the design. They choose other visual components for the design, audio, graphics, photography, cartoon, style of type, and colours. Designers additionally choose the size and layout of the various components on the page or display. They may create charts and graphs from data to be used in publications, and they regularly consult with copywriters. Designers subsequently present their customers or artwork or creative director for acceptance with the finished design. In publishing and printing firms, graphic designers also may help the printers by choosing the kind of ink and paper for the publication and reviewing the mockup design for malfunctions before final publication.

Graphic designers use specialized computer applications programs to program animated images and to help them create layouts and design components.

Graphic designers sometimes supervise assistants who follow directions to finish parts of the design procedure. They also may devote a significant time to developing new business contacts, selecting gear, and performing administrative tasks, including reviewing catalogues and ordering samples. The need for up to date communications and computer equipment is a continuous thought for graphic designers.

Working conditions and places of employment change. Graphic designers employed by big marketing, publishing, or design firms generally work regular hours in well lighted and comfortable settings. Designers in smaller design consulting firms and those who freelance usually work on a contract, or job, basis. They frequently adjust their workday to suit their customers' schedules and deadlines. Advisors and self employed designers often work longer hours and in smaller, more congested, environments.

Designers may work within their own offices or studios or in clients' offices. They are under pressure to discover new ones to keep a steady income and to please present customers. All designers sometimes face frustration when their designs are rejected or when their work isn't as creative as they want. Graphic designers may work evenings or weekends to meet production schedules, particularly in the publishing and print sectors where deadlines are more regular and shorter.