What Is Graphic Design?

A Beginner's Guide to
This Creative Career

When you think of graphic design, do you think of artistic

advertisements? Eye-grabbing graphics on websites? Stunningly
arranged spreads in magazines? While these examples certainly fit
under the graphic design definition, the term encompasses a lot:
posters, infographics, book covers, product labels, logos, business
cards, signs, website layouts, mobile apps, software interfaces—the
list goes on.

So what is graphic design, exactly? Listing these graphic design

examples is a good start, but it doesn’t paint the full picture. While
covering the details and intricacies of the entire graphic design field
might not be possible in one article, this high-level overview will help
you better understand this creative career field.

If you’re at all interested in becoming a professional graphic

designer, keep reading to learn the basics of the field.

First, what is graphic design?

According to the American Institute of Graphic Arts (AIGA),

graphic design is defined as “the art and practice of planning and
projecting ideas and experiences with visual and textual content.” In
other terms, graphic design communicates certain ideas or
messages in a visual way. These visuals can be as simple as a
business logo, or as complex as page layouts on a website.

“Graphic design takes graphical and textual elements and

implements them into multiple types of media,” says
designer Alexandros Clufetos, when asked to elaborate on the
graphic design definition. “It helps the producer connect with the
consumer. It conveys the message of the project, event, campaign
or product.”
Graphic design can be used by companies to promote and sell
products through advertising, by websites to convey complicated
information in a digestible way through infographics, or by
businesses to develop an identity through branding, among other
things.

“Every day, we take many of the subtly artistic things around us for
granted. But hidden in every magazine corner, exit sign or textbook
lies a set of design ideas that influence our perceptions,” says Jacob
Smith, founder of illustration studio ProductViz.

It’s also important to remember that although many graphic design

projects have commercial purposes like advertisements and logos, it
is also used in other contexts and graphic design work is often
created purely as a means for artistic expression.

Graphic design basics

To better understand the meaning of graphic design, it is important

to be aware of the elements and principles that make up design.
Elements are used in conjunction or opposition with each other to
create visually striking and impactful designs.

These graphic design elements include:

 Color
 Form
 Line
 Shape
 Size
 Space
 Texture

Graphic designers also adhere to the principles of design, which are

essentially a set of guidelines that help a design achieve effective
composition. These basic principles aid in creating balance and
stability for the piece of work.
These graphic design principles include:

 Balance
 Contrast
 Emphasis
 Movement
 Proportion
 Rhythm

You’ve heard the old saying that “rules are meant to be broken,”
which can certainly ring true in this case. But a good graphic
designer must first understand these principles before making the
conscious decision to break them.

Types of graphic design

As mentioned earlier, there is no single graphic design meaning.

Graphic design is composed of many fields and specializations,
ranging from print and web design to animation and motion
graphics. Graphic design offers opportunities and options for
individuals of almost any interest.

If you’d asked someone 30 years ago to define graphic design, their

answer would have likely been focused on print-related examples
like magazines, movie posters and advertisements. Now we’re living
in the digital age, which has given birth to several new types of
graphic design.

Some of the most notable modern-day graphic design examples

stem from advancements in technology. Here’s a glimpse of some
of these types of graphic design:

 Website design involves creating engaging and intuitive web

pages for users. This includes overall layout, color scheme
and navigation.
 User experience (UX) design is focused on ensuring a
website or application is easy and satisfying to use. These
 designers emphasize value, usability, adoptability and
desirability.
 Motion graphics design—or animation—brings visual
elements to life through special effects, TV shows, video
games and movies.
Common graphic design jobs

With technological advancements introducing new types of graphic

design, there has also been an emergence of new graphic design
jobs. This evolution has changed the entire landscape of careers in
this field.

Demand for “traditional” graphic designers who work primarily for

print publishers has fallen substantially, but that doesn’t tell the
whole story. Employment of graphic designers in computer systems
design services is projected to grow by 24 percent through 2028,
according to the Bureau of Labor Statistics (BLS).1 Much of this
demand is spurred by business’ and organizations’ increased need
for digital graphics and imagery as they aim to increase their digital
presence.

So with that said, what are some common graphic design job
titles? We analyzed more than 30,000 job postings calling for a
graphic design degree over the past year.2 The data helped us
determine the most common job titles:

 Graphic designer
 User experience (UX) designer
 Web designer
 Art director
 Creative director

As you can see, once armed with the proper knowledge and
training, there are several graphic design job options out there. You
have the ability to cater your career to your personal skills and
interests.
Popular graphic design tools

Now that you know what type of jobs and specializations are out
there, it’s helpful to familiarize yourself with the graphic design tools
that help get the job done. One of the most basic, and least
expensive, tools designers use is a sketchbook. Graphic designers
will often sketch out ideas or rough drafts on paper before turning
to a computer to complete the process.

That being said, computers and design software are essentials in

today’s digital climate, even if you are designing for print. The type
of computer you need is based on preference, but when it comes to
software, Adobe products such as Photoshop, Illustrator and
InDesign are mainstays in the graphic design world. If you are just
beginning and don’t want to commit to the high price tag Adobe
products often carry, similar free open-source software such
as GIMP can help you begin to master the basics.

Lastly, ideas and inspiration are what a graphic designer needs

most. “You need to have a solid concept serving as the foundation
of your design and communication,” explains Chad Birenbaum, co-
founder of Duckpin Design. “This concept and idea need to work
on paper first and then the computer should be used as a tool to
bring the concept to life.”

Graphic designers gain inspiration from the world around them, so

if you are worried you aren’t creative enough, go outside, bounce
ideas off your peers or seek ideas from the internet. There plenty of
inspiring graphic design blogs that can help get your creative juices
flowing.

Create your future in graphic design

What is graphic design, exactly? As you’ve just learned, there isn’t a

one-size-fits-all definition. There are countless ways to use graphic
design to solve business problems or evoke inspiration. It’s up to
you to determine what graphic design means to you and your
future career.

Having an eye for design is a great start, but do you possess the
other natural traits of a graphic designer? Find out in our article,
“Should I Be a Graphic Designer? 6 Questions You Should Be
Asking First.”
What Is Graphic Design?

Graphic design is the craft of planning and creating visual content to

communicate ideas and messages. Graphic design is everywhere
you look in the digital age — from billboards to cereal boxes to
mobile apps. Through incorporating different elements and
principles, these designs can influence our perception and
emotions.

Graphic design is also known as communication design, and

Graphic Designers are essentially visual communicators. They bring
visual concepts to life, most commonly through graphic design
software, and inform or engage consumers through text, graphics
and images.

Graphic design is one way that companies connect with consumers.

Design can be used to promote and sell products, to convey a
message, or to develop a brand identity. Though some graphic
design has a commercial purpose, Graphic Designers combine art
and business, so the creative process is informed in part by
business goals.

What Are the Elements and Principles of Graphic Design?

The elements and principles of graphic design include line, color,

shape, space, texture, typography, scale, dominance and emphasis,
and balance. Together, they work to create visually appealing work
that conveys a message.
Line

Lines are present in nearly every design, whether they are straight,
curved, thin, thick, dashed, long, or short. Lines connect any two
points. They are useful for dividing space as well as directing the
viewer’s attention in a specific direction.

Color

Color is perhaps the most important and obvious element of a

design. It can create impact right away, and it is noticed by
everyone, even those without a design background. Colors can be
used in backgrounds or within other elements like lines, shapes, or
typography. Colors create emotions and moods. For example, red
can represent passion and green can represent nature.

Shape

Shape, also known as form, is the combination of lines. Shapes can

be circles, squares, rectangles, triangles, or other abstract forms.
Most designs include at least one shape. Similar to color, shapes
have different associations. A circle may be used to represent unity,
whereas a square could represent structure. The color, style,
background, and texture of a shape can all influence the viewer’s
perception.

Space

White or negative space is crucial in design because it enhances

readability for the human eye. Good designs will utilize space to give
other elements room to breathe.
Texture

Textures are becoming more commonly used, replacing single-color

backgrounds. Textures can include paper, stone, concrete, brick,
and fabric. They may be subtle or obvious and be used sparingly or
liberally. Textures can be helpful to create a three-dimensional
appearance.

Typography

When working with text, Graphic Designers need to consider the

relationship between how text looks and what it says. Typography is
the art of arranging text in legible and engaging ways. Different
moods or emotions can be expressed through different type
choices. Good typography should create a strong visual hierarchy,
provide balance and set the right tone.

Scale

The scale and size of objects, shapes, and other elements can make
certain parts of a design more dynamic. Scale can be used to create
a visual hierarchy. Using scale, Graphic Designers can create focal
points and highlight important areas.

Dominance and emphasis

Dominance and emphasis create a focal point in a design. It helps

with the design flow and can guide the viewer to other parts of the
design.
Balance

Graphic Designers need to consider how design elements are

distributed. Balanced designs offer stability, while unbalanced
designs can be dynamic. Balance is achieved through shapes, colors,
textures, lines, and other elements.

Harmony

Harmony is one of the main goals of graphic design. In a good

design, every element needs to work together and complement
each other. However, if everything is the same, a design can become
monotonous. Designs need to strike a fine balance between
harmony and contrast.

What Are the Different Types of Graphic Design?

Graphic design is all around us, which means there are a range of
graphic and UX design areas and specializations. Each type of
design requires specific graphic design skills and techniques.

Visual identity graphic design

Visual identity graphic design focuses on the visual elements of a

brand. It aims to communicate a brand’s identity through images,
shapes, and colors. Graphic Designers within this area create
elements like logos, typography, color palettes, and image libraries
that represent a brand. They also develop visual brand guidelines to
ensure brand consistency across all uses.
Marketing and advertising graphic design

This type of design is used to sell products or services. This may

involve print advertisements, such as posters, billboards, flyers,
catalogs and packaging, or digital advertisements, such as television
ads, video ads, or social media posts.

If Graphic Designers work in this area, they spend a lot of time

creating assets for marketing strategies and campaigns. They
develop ideas, research consumer habits, and create designs that
speak to the target audience. This type of design involves a strong
knowledge of how to sell a product and how to entice consumers.

Web design

Web design involves planning and building the appearance, layout,

structure, and design of websites. It focuses on the front-facing
aspects of a website, including the user experience. Although
somewhat similar to a graphic design career, Web Designers
combine a variety of visual elements, such as text, photos, graphics,
and video, to create appealing and user-friendly sites and pages.
Web design is also closely connected to UX and UI design.

Publication graphic design

This design focuses on creating layouts and selecting typography

and artwork, including photography, graphics, and illustrations.
Graphic Designers in this area work with books, newspapers,
magazines, and catalogs. They need to understand color
management, printing, and digital publishing.
Packaging graphic design

Packaging not only protects products, but it is also an important

marketing tool. Graphic Designers in this area develop concepts,
mockups, and print-ready files. Packaging graphic design requires
an understanding of print processes, as well as industrial design
and manufacturing. Packaging Graphic Designers need to track
trends and competitors so they can create packaging that stands
out to consumers.

Motion graphic design

Motion graphic design is a new specialty area in the graphic design

industry, though it is quickly growing and demand is increasing for
Motion Graphic Designers. At a basic level, this type of design
involves any graphic in motion. This can include animations,
banners, title sequences, trailers, or video games.

Environmental graphic design

Environmental graphic design is a multidisciplinary practice that

combines graphic, architectural, interior, landscape, and industrial
design. This type of design connects people to places. Typically,
these Designers will have a background in graphic design and
architecture. They should be familiar with industrial design concepts
and architectural plans. They may work on projects such as public
transportation navigation, retail store interiors, signage, and office
branding.

Illustration for graphic design

Graphic Artists create original artwork through a combination of
media and techniques. They often have a background in fine arts,
animation, or architecture. Graphic Artists collaborate closely with
writers, editors, marketers and art directors across all types of
graphic design.

What Is the Difference Between UX Design and Graphic

Design?

Graphic design focuses on the appearance of a product, while UX

design focuses on the user’s overall experience with the product.
These two types of design have many elements in common, but
there are a few important differences between the two.

The goal of graphic design is to create visually appealing products

that convey certain messages or information. Graphic Designers
focus on branding, typography, layout, and the overall principles of
design composition. They work on a range of materials, including
advertisements, flyers, logos, packaging, and animations.

Graphic design is one component of UX design. However, UX design

looks at the overall product. The goal is to enhance user satisfaction
through improving the usability, accessibility, and pleasure of
interacting with the product. UX design involves researching,
prototyping, and testing.

Graphic Designers and UX Designers work closely together, and

there is overlap in some of their tasks, as well as the skills involved.
Some Designers alternate between graphic design and UX design
throughout their career. The transferable skills gained from graphic
design can also be very helpful for transitioning to UX design.

Benefits of Graphic Design

Investing in graphic design can offer many benefits for a company,

including:

Consistent, identifiable branding

Having a Graphic Designer create or select the right logos, images,

graphics, or layout for your creative materials will create visual
consistency for your company across all of the different channels it
uses to interact with clients. Think of any successful company and
how much graphic design plays into its branding and any forward-
facing design choices.

Visual communication

Beyond establishing your brand, graphic design is a key tool in

telling your target audience what you want it to hear. A photograph
or text alone can’t convey all that good graphics can, so it’s the job
of a Graphic Designer to find out ways to create emotionally
resonant creative materials.

Boost sales and competitive position

Good graphic design will make a company more visible in the

marketplace, which will translate to a boost in revenue. Given the
link between smart graphic design and concerns like usability and
user experience, there’s plenty of evidence to show that just graphic
design alone has a major effect on customer behavior.
Color Meanings – The
Power and Symbolism of
Colors

Colors play an exceptionally prominent role in our lives. They

influence our thinking, inspire our decision-making, and impact our
moods. From causing changes to changing reactions, colors are
more powerful than we think. Depending on our interpretations,
they can be used for both good and evil. Fortunately, we have the
power to welcome some colors and shun others. This guide will take
you on a journey through the exciting universe of color meanings.

It’s important to note that not all colors were created equal. Though
some shades are similar, that doesn’t mean they’ll awaken the same
emotions. To truly grasp the meaning of color, we must learn to
accept this. It’s also imperative to relinquish some control. Try as we
might, we won’t always have a handle on our emotions. Colors have
such a substantial effect on the mind and body, and until we make
our peace with this reality, we’ll remain forever perplexed by
inexplicable and random reactions.