• 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 and electronic media using 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 catalogues and ordering samples.
• The need for up-to-date computer and communications equipment is an ongoing consideration for graphic designers.

• Individuals with Web site design and animation experience will have the best opportunities.
• Demand for graphic design continues to increase from advertisers and computer design firms.
• Moreover, graphic designers with Web site design and animation experience will especially be needed as demand increases for design projects for interactive media—Web sites, mobile phones, and other technology.
• Demand for graphic designers also will increase as advertising firms create print and Web marketing and promotional materials for a growing number of products and services.
• Growth in Internet advertising, in particular, is expected to increase the number of designers.
• Many talented individuals are attracted to careers as graphic designers. Individuals with Web site design and animation experience will have the best opportunities.
• Graphic designers with a broad liberal arts education and experience in marketing and business management will be best suited for positions developing communication strategies.

Workers in other occupations in the art and design field include Artists and related workers; Commercial and industrial designer; Fashion designers; Floral designer; Interior designer.

Other occupations that require computer-aided design skills include Computer software engineers and computer programmers; Desktop publishers; Drafters.

Other occupations involved in the design, layout, and copy of publications include Advertising, marketing, promotions, public relations, and sales managers; Authors, writers, and editors; Prepress technicians and workers.

• BA in Graphic Design