Graphic Design is an umbrella term that takes into account many different forms of digital design. Every aspect of the digital landscape has been designed by a conscious designer with a thorough design process to inculcate a set of senses you feel by engaging with it. Design is not just the way things look.
It’s beyond the aesthetics and deep into the realm of functionality. Design is how things work. There are many types of graphic design that are aimed to fulfil different needs and objectives. While the execution and functionality of these branches might vary, the underlying principles and understanding of the relevant user remains untouched and holy.
Learn more about graphic design here.
The brand identity of a business is the way it is perceived by its audience. The visual identity that is projected to the user is defined by design. Different visual elements make up the visual identity of a brand and communicate its purpose and product using the same. It communicates the intangible qualities of a brand via different visual stimulants.
To design the visual identity of a brand, graphic designers collaborate with brand stakeholders to develop the logo, typography, colour palette and visual libraries (illustrations/images/artwork) that represent the brand’s ideals.
These assets are realized on various digital and print mediums like corporate stationery. Brand guidelines are also developed with clearly specified rules and regulations regarding the use of the brand’s visual identity. These work as guidelines and ensure consistency in the visual design across different platforms.
Graphic artists designing branding and visual identities must have a holistic understanding of all types of graphic design in order to create relevant results. They ought to have impeccable communication, conceptual and creative skills, and a passion for the preliminary study of industries, organizations, trends and competitors.
People reciprocate to visual design more than text-based information. The impulses are quicker and reception can be tapped into to make engaging content that gets results. Designers creating artwork for advertising work closely with top-level stakeholders as well as the marketing team.
The production happens based on the objectives of the campaign at hand. Marketing and Advertising Designers may be a part of an in-house creative team or outsourced professionals specializing in marketing collateral design.
Deliverables may include digital as well as print products. Some examples can be postcards, flyers, magazine and newspaper ads, posters, banners and billboards, infographics, brochures (print and digital), vehicle wraps, signage and trade show displays, email marketing templates, PowerPoint presentations, menus, social media ads, banners and graphics, and retargeting ads
In addition to the obvious skills of great communication, designers also need to possess problem-solving and time management skills. They should be proficient in aesthetic compilations, formatting and lay-outing. Moreover, they should be able to differentiate design applications in different formats.
( Also Read : 5 Powerful Tips to Execute Graphic Design in Digital Marketing )
Although art and illustrations aren’t technically a subsect of Graphic Design, the constant commercialization of these forms make it an important point to missing. Brand identity design usually does involve artworks and illustrations to be used on the company stationery and assets but can sometimes be called upon for different purposes as well.
Illustrations are art are individualistic expressions of artists and are therefore not easy to replicate. This makes this type of graphic design the hardest to be reproduced.
Art and illustration under graphic design can include T-shirt design, graphic patterns for textiles, stock images, graphic novels, video games, comic books, album art, book covers, picture books, infographics, technical illustrations and concept art. Graphic artists may use any combination of tools to create their art in collaboration with editors/ art directors/ marketers, etc.
User-interface design is carried out to outline the way the user might interact with an application or a device. It is done to simplify and make the interface as user-friendly as possible.
UI Design focuses on the user’s visual experience on-screen and works with elements like buttons, micro-interactions, hover-states, menus, and more. Functionality is key in UI design. Designers are also supposed to balance on-screen aesthetics with the technical functions and understand the relationship between the two deeply.
UI Design includes interfaces of websites, applications, themes, games, etc. UI designs are very elaborate and usually carried out with highly collaborative teams. UI Designers needs to have a good understanding of responsive design, user psychology, UI principles and the basics of web development.
( Also Read : 10 Tips to Market Yourself as A Freelance Graphic Designer )
Usually a part of print media, publication designs are informational, long-form assets that are distributed to potential customers. Publication design is a classic design stream that has seen for many centuries.
It usually entails books, newspapers, directories, magazines and catalogues. However, these publications are also seeing a change in medium with the significant rise of digital publishing. Graphic designers have to have an eye for detail and good lay-outing skills. They usually work with publishers and editors.
A big part of marketing physical products is their packaging. Depending on the type of packaging, labels may either be separate from the package or be integrated into the packaging. This is the biggest ally of every marketer. Compelling packaging design can severely affect sales, in a good way.
It is the one facet of graphic design where competition is absolutely cut-throat and it becomes a necessity to be distinctive and memorable. Packaging design is a complex discipline and can have designers from backgrounds of photography, illustration and communication work together to create a meaningful, wholesome experience for customers.
Packaging designers have good knowledge of print and industrial design. They work closely with the marketing and product design teams.
When motion is added to static graphic design elements, motion graphics are birthed. These are faster to interpret and leave a long-lasting impact on the viewer. These can include video, imagery, animation etc. and are a highly lucrative field in today’s day and age. It is a high engagement format and has taken over all digital platforms with a magnanimous force of its own.
Motion graphic designs begin by storyboarding and breaking down a sequence into frames, slowly visualizing and applying motion to required elements to produce a visually appealing motion picture. Designers usually have a strong working knowledge of transitions, 3D modelling, advertisement marketing etc.
Everything man-made that you see outdoors is somewhere a part of environmental design. It makes the overall experience of an area more memorable, informative, interesting or easy to navigate.
Some examples of environmental graphic design include signages, wall murals, museum exhibitions, public transportation navigation, retail store interiors, stadium branding, event and conference spaces.
Environmental Design is a multi-disciplinary practice that invites contributions from architecture, interior design, communication design and the cast field of semiotics.
There you go, folks! These were a few branches of Graphic Design. Unlike most professions, there is a beautiful overlap and fluidity in the field of Graphic Design. The relevance of graphic design today is at an all-time high.