Graphic Design Careers

Graphic Design Career Paths

There are many different types of graphic design. While all visual communicators solve the problem of reaching the target audience by taking an idea (message) and putting it in a visual form, designers may pursue any of the following specialized areas:

• Brand and Identity design is concerned with the projected image of an organization through its visual representation. This includes the logo, letterhead, brand, and any other image or text treatment that is meant to differentiate the organization from competitors.
• Brand Experience extends beyond the organization identity to include every advertising initiative. This area is concerned with how consumers and individuals experience and interact with the brand. Examples: Oscar Meyer Weinermobile, Hard Rock Café, Harley Davidson, F.A.O. Schwartz stores.
• Informational design is about getting the message to the audience as clearly and precisely as possible. Examples: web site, instruction booklet, chart or graph.
• Promotional and Advertising design are two separate areas, however they often overlap. This specialty gets viewers to take notice and then to take action and buy a particular product or service or attend an event. Examples: posters, book covers, CD covers, packaging, giveaways, invitations, web sites and banners, direct mail, product placement.
• Publication design specializes in the layout of content in published materials. These designers must keep the information as clearly presented as possible while capturing the unique spirit or voice of the publication. Examples: newspaper design, magazine design, book design, newsletter, annual report.
• Type and letter design specialty creates new fonts and type treatments. These are first created by hand, and then digitized for electronic use. Example: Monster energy drink, Hummer, Walt Disney, Lexus, L.L. Bean.

Work Environment

Because types of employers vary greatly, work environments vary as well. Most designers employed at mid- to large-size companies or firms work in an office environment. Some offices may be very professional and conservative while others (such as creative firms) may be relaxed and casual. Designers working for smaller companies or as a consultant/freelancer may work irregular hours to accommodate their clients’ schedules and have smaller, more cramped workspaces.

While many in this field work a standard 40-hr work week, some designers working on a contract basis (such as freelancers) must work to please their existing clients while putting in additional hours to find new clients to serve. Those working in the publishing industry may also work nights and weekends to meet deadlines.

Graphic design professionals spend a large amount of time sitting at a computer and therefore may develop computer-related ailments such as eyestrain, back pain and carpal tunnel.

Entry Level

Those just entering the graphic design field may work in a technical area for the first few years in order to learn their employer’s design process and organizational structure. These types of opportunities include:

• Prepress technician – This group prepares designs for printing by making sure images and text are in the proper format for the print method that will be used.
• Production artist – This person assists the designer, and it typically seen as a graphic design in training position.
• Jr. graphic designer – Similar to the production artist, the junior design assists the graphic designer and may be asked to contribute concept ideas.
• Freelance/contract designer – Strong entry-level designers who have industry connections, business savvy, or would like contract work from a design agency can begin working as a freelancer immediately upon graduation.

Career Advancement

Advancement in this field is directly related to both education and experience. Graphic design professionals must stay current with design, communication, and technology trends, and should continually add samples of their best work to their portfolios. In order to advance, professionals may be required to earn a Bachelor's Degree to become eligible for higher-level positions and salaries with some employers. They may also choose to broaden their skills by adding a second specialty area such as marketing, web design, photography or written communication.