Graphic designers are responsible for enhancing the visual impact of
reports, publications, advertising, commercials, videos, posters and signs. They
use images, print styles and visual effects such as bars, lines, dots and colour
to improve communication. They are employed in graphic design firms, magazine or
book publishing companies, television studios, mail order houses and advertising
agencies. Many are self-employed.
As a graphic designer, you create a
distinctive appearance for various types of texts, such as corporate reports,
direct mail packages and magazines. You also design the visual image of a
corporation, including its logo, letterhead, even the look of its vehicles. You
create store-counter displays as well as the banners and posters that advertise
sales. You may also design titles and credits for films or television graphics,
such as program and situation identification.
Package designers design the
look of the bottles and boxes in which products come. While the actual shape of
the box or bottle is determined more by manufacturing processes, it's up to you
to give it a distinctive look, one that will set it apart from its competitors
on the supermarket shelves.
If you are an art director in an advertising firm, you create ads for
magazines, newspapers, radio and television. Working with copy writers who
produce text, you develop the concept and supply the graphic design,
illustrations, photography, even the music. You produce the ad from start to
finish and a few art directors even direct their own commercials.
You may
work as an illustrator creating paintings, drawings or graphic images for books,
magazines, annual reports and advertisements. Some of the best known
illustrators are the political cartoonists who use their skills for social
commentary.
It is possible to progress to more senior positions such as
advertising manager or partner in an advertising agency. You may decide to set
up your own company but it's a good idea to gain work experience and business
knowledge before going off on your own. Graphic designers are usually paid an
hourly wage or contracted for a specific project.
This work will suit you if
you are innovative, creative, logical and well organized. You also need to know
some mathematics and understand computers since so much graphic design is now
done on computer, The best graphic designers are entrepreneurial artists with a
flair for being able to convey messages clearly and persuasively.
To make it
in this business, you have to be able to promote yourself. It takes a degree of
showmanship. You have to be able to come up with a big idea and present it to
corporate clients in an organized and disciplined way. The ability to get along
with others is also important because you spend a lot of your time working on
teams. These teams are made up of marketing and production people as well as
other graphic artists.
The work can be stressful. Graphic artists are always
working with tight deadlines, but for many, that's part of the fun.
Whether applying for entrance to a college or university program or for a job, candidates must have creative ability as demonstrated by a portfolio or a sampling of their work. Some colleges require a personal interview with prospective students.