What does a graphic designer do?
“Graphic design is the art of visual communication”
It might sound straightforward, but the world of graphic design is vast and multifaceted, extending far beyond just ‘looking pretty’. Some designers specialise in areas like logo and branding, others diversify across multiple fields like print design (eg. posters and brochures) and digital design (eg. social media graphics and websites).
In essence, we’re a combination of creative problem solvers, visual storytellers and strategic thinkers.
At its heart, graphic design involves conveying messages visually. From developing a brand identity, crafting a magazine layout, or building an online marketing campaign, the aim is to curate a visual narrative that resonates with a client's target audience. Yes, things look pretty and professional, but every colour choice, font, and layout is purposefully selected to make an impact.
A brief history of graphic design
The term "graphic design" was first introduced in 1922 by William Addison Dwiggins, a man juggling roles as a calligrapher, illustrator, and book designer. He wielded visual elements to convey ideas, a practice rooted in history. The earliest cave paintings can be considered graphic design, and those ancient scrolls and manuscripts in museums, all the way through the ages, past the first mass-produced books, to the digital explosion we know today. Computers have unlocked unprecedented possibilities, enabling us to create complex visuals swiftly and precisely, in ways people couldn’t even dream of decades ago.
Graphic designers: wearers of many hats
Graphic design covers a considerable range of areas and specialities, making designers quite the multitaskers! Each field demands unique skills and tools, yet they share a common goal: to facilitate clear communication across all touchpoints.
Here are some roles a designer might be doing:
Brand Identities
Designing more than just logos, this involves creating a comprehensive brand identity, that includes brand messaging and visuals like colour palettes and typography, that ensures your brand communicates consistently across all mediums.
Print Design
Focusing on tangible marketing assets, such as brochures, business cards, posters, and banners, these physical pieces must make a strong impression and clearly communicate your message.
Digital Design
Everything from website layouts to attention-grabbing social media visuals and email campaigns, digital design is about reaching your audience effectively online.
Packaging Design
This isn't solely about aesthetics; it requires an understanding of how to make products stand out on crowded shelves, reflecting the essence of the brand while considering functionality and consumer appeal.
Motion Graphics
By integrating animation, sound, and video, designers create engaging content for digital platforms like websites, social media, and television, enhancing storytelling and engagement.
UI/UX Design
The art and science of crafting interfaces for websites and apps that are not only visually appealing but also ensure a smooth, intuitive user experience, emphasising usability alongside style.
The Benefits of hiring a graphic designer
You might wonder, "Why hire a designer when I have Canva?" While such tools can be excellent for quick projects, professional designers offer much more:
Consistency: We ensure cohesive branding across channels, which helps you build trust and recognition with your audience.
Expertise: We learn to use design principles and trends effectively, delivering not just beauty but functionality.
Strategy: We align visuals with your business goals, customising every aspect to your needs and audience.
Hiring a designer is an investment in expertise and creativity that enhances your business image, boosting credibility and distinction in a crowded market.
The graphic design process
Wondering how graphic designers operate? While approaches may vary, here's a glimpse of my general workflow:
Briefing: Understanding your goals, audience and project scope.
Research: Researching your industry, competitors and trends to inform the creative goal.
Concept: Putting ideas to ‘paper’, moodboards, sketches and drafts to narrow down the direction.
Refinement: Incorporating feedback and perfecting the design to reach the ideal outcome.
Finalisation: Preparing the polished designs, for print or online mediums.
Common misconceptions
Though critical for business success, graphic design is often misunderstood. Here’s why some common myths fall short:
It’s just about making things look pretty.
Design involves creative problem solving, strategy and market research. All to ensure your brand resonates with your target audience.Anyone can do it with the right software.
Tools like Canva are useful but can't replace training, experience, knowledge and skills in effective visual communication.Design is quick and easy.
Good design demands research, development, and refinement, a thoughtful process that takes time and experience.Graphic designers only work with logos.
As we've covered in this article, graphic design is a broad field with many specialities.Once done, I don’t ever have to update my designs.
Design evolves with your business and trends. Regular updates ensure relevance and impact.
Cost vs Value
Hiring a designer may seem pricey, but the long term rewards far exceed the initial cost. By investing in a designer's expertise and experience, you ensure effective, cohesive communication that ultimately saves time and resources.
Choosing the right designer
Finding the right designer for your business can feel like a challenge, but asking the right questions can simplify the decision-making process. Here are some key considerations to ensure the perfect fit for your business:
Portfolio & Experience
Does the designer’s style and experience align with your brand? Look for adaptability and creativity across different projects in their portfolio.Communication & Collaboration
How do they handle feedback, both positive and constructive? A great designer will invest time in understanding your brand and collaborate effectively.Specialisation
What is the designer's specialty? Ensure their strengths are in line with the specific needs of your project.Testimonials & Reviews
Do they have positive reviews, or has someone you know worked with them before? Testimonials provide insight of their reliability and professionalism.Process & Timelines
Are project boundaries and deadlines clearly communicated? Discuss their design process to ensure it aligns with your workflow.Budget Transparency
Is their pricing structure clear? Detailed quotes reduce unexpected costs and ensure both you and the designer remain on the same page economically.
Tools of the trade
Graphic designers use a diverse toolkit, which can vary depending on the project. Here’s a quick rundown of the software and platforms we frequently use:
Adobe Photoshop: For image editing and manipulation.
Adobe Illustrator: Ideal for creating vector-based graphics like logos and illustrations.
Adobe InDesign: The go-to tool for layout design, especially for print media.
Figma: A favourite for web and app design, with collaborative tools.
Canva: Great for quick designs, though not quite as powerful as Adobe’s suite.
Slack: Used for real-time communication.
Asana, Monday: Great for managing projects, tasks and timelines.
Dropbox, Google Drive, OneDrive: Online storage and file sharing.
Interested in working together?
Reach out today at hello@elisemaunder.com.au
