Graphic designers combines text and images to create an effective piece of visual communication such as a poster, book, advertisement, billboard or website. They create designs in the service of their clients to enhance the client's public image and communicate their message to the public, using a variety of graphic designer software on the computer.
Basic Elements
Whether designing a web site, magazine, brochure or poster, the graphic designer uses the same elements: typography, color, and images such as photos or illustrations. Typically, the designer chooses the typefaces, colors and images for a design and arranges them in a composition that is pleasing to the eye while effectively communicating the desired message. Specialized graphics software programs, such as Adobe InDesign, are employed to arrange, or lay out, the elements of the graphic design. Images and photos may be separately created and edited in programs like Adobe Photoshop and Adobe Illustrator, then imported into a layout program like Adobe InDesign to be combined with the other elements of the design.
Effective Communication
Graphic designers are hired by their clients to communicate ideas. To be successful, they must combine their artistic and strategic judgment to produce effective marketing and visual communication programs for their clients. Designers execute projects based on the clients input, creating promotional materials such as brochures, advertisements, web sites, product designs, and other selling tools to meet a specific objective. Good design will enhance the clients image and bottom line, meeting the clients objective.
The Client Relationship
The graphic designer looks to attract and retain clients by building mutually beneficial relationship. The designer is hired for her aesthetic abilities and judgment, but also as a business consultant to the client, creating the public look and image of the client. While it is the client's responsibility to define the graphic design project, it is the designer's responsibility to advise on the best way to implement and execute the design project for the desired result, delivering value to the client.
Designer Attributes
Clients select graphic designers based on their perceptions of the designer and her professional standing and abilities. The designer's portfolio and client list should accurately represent her talent and expertise. Work that commands attention and solves marketing problems will stand out. Intangibles such as chemistry are important, too. Clients want a designer they can easily communicate with. The designer's reputation is key, as many clients will check with past clients for a reference. Many new client inquiries will start with a recommendation from a satisfied client. Location of the designer may also be an important consideration, as clients want convenience.
The Project
Graphic designers work on projects generated by their clients. It is the responsibility of the client to define the scope and goals of an individual project. The designer will analyze the project and propose a visual solution, a plan for executing the project and a fee. Upon acceptance of the proposal by the client, a contract is drawn up detailing the project and work begins. Some clients will submit a design project to several graphic designers, looking for competitive bids.
