What does a graphic designer do?
“Graphic design is the art of visual communication”
It sounds simple, but graphic design covers a lot more than making things look pretty. Some designers focus on logos and branding. Others work across many areas, from print design like posters and brochures, to digital design like social media graphics and online ads.
At our core, graphic designers are creative problem solvers, visual storytellers and strategic thinkers.
Our job is to communicate messages visually. Whether it is building a brand identity, designing a magazine layout or creating an online campaign, the goal is always the same: to share a clear story that connects with the right audience. Every colour, font and layout choice is there for a reason.
A brief history of graphic design
The phrase “graphic design” was first used in 1922 by William Addison Dwiggins, who worked as a calligrapher, illustrator and book designer.
Of course, visual communication has existed for a long time. Early cave paintings, decorated scrolls and illuminated manuscripts all used images and text together to share ideas. Over time, printing presses made it easier to reproduce designs, and later, computers completely changed how designers work.
Today, digital tools let designers create complex visuals quickly and with a level of precision that would have been hard to imagine in the past.
Graphic designers wear many hats
Graphic design covers a wide range of specialities. Designers often mix and match skills depending on their clients and projects, but the aim is always clear communication.
Here are some of the main areas a graphic designer might work in:
Brand Identities
This goes beyond a single logo. Brand identity design can include brand messaging, colour palettes, typography and supporting graphics. Together, these elements help your brand look and feel consistent everywhere it appears.
Print Design
Print design focuses on physical pieces such as brochures, business cards, flyers, posters and banners. These items need to look good and clearly communicate a message, whether someone is picking up a brochure or walking past a sign.
Digital Design
Digital design includes things like social media graphics, email campaigns, online ads and website visuals. The goal is to reach your audience where they are spending time online, while still keeping your brand style consistent.
Packaging Design
Packaging design combines visuals with practical considerations. It needs to help a product stand out on the shelf, reflect the brand and still work in real life, from how it folds to how it looks when opened.
Motion Graphics
Motion graphics bring together animation, visuals and sometimes sound. These are common in social media content, short videos, ads and websites, and can be a powerful way to tell a story quickly.
UI/UX Design
UI (user interface) and UX (user experience) design focus on how websites and apps look and feel to use. This work balances visual style with ease of use, helping people move through a digital experience smoothly.
The benefits of working with a graphic designer
You might think, “Why hire a designer when I have Canva?” Tools like Canva can be great for simple, quick tasks, especially once your brand is already set up. A professional designer, though, brings more to the table.
Some benefits include:
Consistency
Designers help keep your brand consistent across all touchpoints, which builds trust and recognition.
Expertise
We study design principles, trends and best practice so your visuals do more than look good. They work.
Strategy
Good design supports your business goals. A designer can shape your visuals around your audience, your message and where you want your business to go.
Working with a designer is an investment in how your business is seen. It can lift your brand image, build credibility and help you stand out in a crowded market.
The graphic design process
Every designer works a little differently, but most follow a similar flow. Here is a look at a general process.
Briefing
Getting clear on your goals, audience, style preferences and project scope.
Research
Looking at your industry, competitors and inspiration to understand the space your brand sits in.
Concept
Exploring ideas through sketches, moodboards and initial designs to find a strong direction.
Revision
Selecting the best concept and refining it based on your feedback until it feels right.
Finalisation
Preparing polished files for print, digital or both, so you are ready to start using your new designs.
Common misconceptions about graphic design
Graphic design is essential for most businesses, but it is still often misunderstood.
Here are some myths that come up a lot:
“It is just about making things look pretty.”
Design does involve making things look appealing, but there is more to it. Good design blends creativity, problem solving and strategy to help your brand connect with the right people.
“Anyone can do it with the right software.”
Design tools are more accessible now, which is great, but software alone is not enough. Training, experience and an understanding of visual communication all play a big part in effective design.
“Design is quick and easy.”
Some small tasks can be turned around quickly, but thoughtful design usually takes time. Research, exploration and refinement are all part of creating strong work.
“Graphic designers only work with logos.”
Logos are just one piece. As you can see, designers can work across branding, print, digital, packaging, motion and more.
“Once my designs are done, I never have to update them.”
Brands evolve as businesses grow, markets change and new trends emerge. Refreshing from time to time can help you stay relevant and aligned with where your business is heading.
Cost vs value
Hiring a designer can feel like a big step, especially for small or new businesses. There is a cost upfront, but there is also long term value.
Clear, consistent design can save you time, reduce confusion, help you look more professional and support your marketing efforts. Strong design often pays for itself over time through better recognition and stronger customer trust.
Choosing the right designer
Finding a designer who suits your business can feel a bit overwhelming, but a few simple checks can make the decision easier.
Portfolio & experience
Does their work feel like something you can imagine for your brand? Look for variety, attention to detail and a style that feels compatible with your vision.
Communication & collaboration
Are they easy to talk to? Do they listen and respond to your ideas? A good designer will ask questions, explain their thinking and welcome feedback.
Specialisation
Do they have experience in the type of work you need, such as branding, print, social media or something more specific?
Testimonials & reviews
Have other clients had a positive experience? Reviews and word-of-mouth recommendations can give you a sense of their reliability.
Process & timelines
Do they explain how they work and what to expect at each stage? Clear timelines and boundaries help keep projects on track.
Budget transparency
Is their pricing structure easy to understand? Clear quotes and inclusions help you plan and avoid surprises.
Useful tools
Here are some tools designers commonly use across branding and design work:
Adobe Photoshop for editing and retouching images.
Adobe Illustrator for vector-based logos and illustrations.
Adobe InDesign for print layouts such as brochures and documents.
Figma for digital layouts and collaborative design work.
Canva for simple, quick graphics once your core brand is in place.
Slack, Asana or Monday for managing projects, communication and deadlines.
Dropbox, Google Drive, OneDrive for cloud storage and sharing files.
Got a question or not sure where to start?
You can email me at hello@elisemaunder.com.au
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