What is graphic design? Graphic design is the creation of visual compositions to solve problems and communicate ideas through typography, imagery, color and form. Graphic design is sometimes thought of as a scientific discipline, but there are actually a variety of different specializations within the field. Although some graphic designers are generalists and can work on many different types of projects, others specialize in more specific types of graphic design skills.
It’s important to know the types of graphic designers out there because we are not all the same. Each has different skills and specialties that can help customers better achieve their goals.
In this article, we will look at the different types of graphic design and the results of all these graphic design genres.
Visual or Branding Identity
When most people think about graphic design, they immediately associate it with designing logos. However, logo design is just one aspect of the broader graphic design specialization of brand identity.
A brand is a relationship between a business or organization and its audience. Brand identity is the way an organization communicates its personality, tone and essence, as well as memories, emotions and experiences. Visual identity graphic design is: a visual element of brand identity that acts as the face of the brand to communicate those intangible qualities through images, shapes, and colors.
Brand identity or visual identity is one of the interests of graphic design. This includes more than just a logo. Developing a color palette, choosing the types of images to use, choice of typography, stationery and other graphic elements will help a brand communicate its personality.
Brand designers can work alone or as part of a creative team. they are responsible for designing the visual identity of the company they work for. Therefore, they are generally responsible for creating brand style and usage guidelines that guide the work of other designers, including marketing designers and web designers.
Graphic designers specializing in branding work typically work on things like:
- Brand Strategy
- Typography
- Color Palettes
- Logo Design
- Business Cards and/or Stationary
- Icon Systems
- Brand Guidelines
Marketing & Advertising
When most people think of graphic design, they think of designs created for marketing and advertising. Whether appearing online or in print, marketing and advertising design is a key element of any company’s promotional strategy.
Because the goal of marketing and advertising is to encourage consumers to make a purchase or sign up for a product or service, graphic designers working in this field need to have a strong understanding of behavioral psychology in relation to purchasing behavior. Marketing designers also need good communication, problem-solving and time management skills. In addition to being proficient in multiple graphic design, layout, and presentation applications, they should also be familiar with production for print and online environments.
Examples of marketing graphic design:
- Postcards and flyers
- Magazine and newspaper ads
- Posters, banners, and billboards
- Brochures (print and digital)
- Vehicle wraps
- Signage and trade show displays
- Email marketing templates
- PowerPoint presentations
- Menus
- Social media ads, banners, and graphics
- Podcast Cover Art
- Images for websites and blogs
Web & User Interface Design
UI design is the process of designing an interface so that it is easy to use and provides a user-friendly experience. UI includes everything a user interacts with—screen, keyboard, and mouse—but in the context of graphic design, UI design focuses on the user’s visual experience and the design of on-screen graphic elements such as buttons, menus, micro-interactions, and more. A UI designer’s job is to balance aesthetic appeal with technical functionality.
If you are a graphic designer specializing in web design or user interfaces, you may be working on projects such as landing pages, marketing websites, app designs, game interfaces, or WordPress sites. While web and UI designers may not actually do any coding, understanding the capabilities and limitations of the code that powers websites and apps makes them a more valuable part of any design team.
Examples of user interface graphic design:
- Web page design
- Theme design (WordPress, Shopify, etc.)
- Game interfaces
- App design
Print & Publication Design
Publications are long-form works that communicate with an audience through public distribution and traditionally they take the form of print media. previously publication design was a classic type of design—books, newspapers, magazines, and catalogues. However, recently there has been a significant increase in digital publishing.
Graphic designers who specialize in publications work with editors and publishers to create layouts with carefully selected typography and accompanying artwork, which includes photography, graphics, and illustrations.
Examples of publication graphic design:
- Books
- Newspapers
- Newsletters
- Directories
- Annual reports
- Magazines
- Catalogs
Publication designers must have good communication, layout, and organizational skills. In addition to graphic design skills, they need to understand color management, printing, and digital publishing.
Packaging Design
Most products require some form of packaging to protect and prepare them for storage, distribution, and sale. But packaging design can also communicate directly with consumers, making it an invaluable marketing tool. Every box, bottle and bag, every can, container or tin is an opportunity to tell a brand’s story.
Packaging designers create concepts, develop mockups, and create print-ready files for a product. This requires expert knowledge of printing processes and a keen understanding of industrial design and manufacturing. Because packaging design touches on many disciplines, it is not uncommon for designers to find other assets for a product such as photography, illustration, and visual identity.
Packaging designers may be jack of all trades or specialize in a particular type of packaging (such as labels or drink cans) or a particular industry (such as food or children’s toys). Their work requires top-notch conceptual and problem-solving skills in addition to a strong working knowledge of printing and industrial design. They must be flexible to meet the demands of clients, marketers, and manufacturers and be aware of current trends.
Lettering & Type
A specialty of graphic design that is often overlooked is letter and type design. These graphic designers create everything from typography and fonts to handwritten designs.
Type and type designers must have a thorough understanding of the principles of typography, what makes a typeface easy to read, how concepts such as kerning and line height play into the overall readability of a typographic design.
Hand lettering artists often create things like signs, flyers, murals, and even wordmark logos. They may create designs either by hand or digitally. On the other hand, type designers often focus more on creating typography (although they can also create one-off custom projects).
Graphic Art & Illustration
When you think about graphic design, you probably don’t immediately think about illustration. However, graphic illustrators are in high demand in 2022 as brands continue to seek custom illustration work (also known as product illustration) for their online presence.
Graphic illustrators are usually tasked with creating illustrations for commercial and editorial purposes, as well as illustrations in web design and social media. This type of graphic designer often creates their illustrations digitally, but some may also use more analog tools and then digitize the images.
Examples of art and illustration for graphic design:
- Digital Products
- Blog post & articles
- Books & Magazines
- Games
- Apparel
Environmental Design
Environmental graphic design visually connects people to a place to enhance their overall experience by making the space more memorable, interesting, informative, or easier to navigate.
Examples of environmental graphic design:
- Signage
- Wall murals
- Museum exhibitions
- Office branding
- Public transportation navigation
- Retail store interiors
- Stadium branding
- Event and conference spaces
Wayfinding is a specific type of environmental graphic design consisting of strategic signage, landmarks, and visual cues that help people identify where they are and where they need to go so they can get there without confusion.
Environmental graphic design is a multidisciplinary practice that combines graphic, architectural, interior, landscape and industrial design. Designers collaborate with people in various fields to plan and implement their designs. Therefore, designers usually have education and experience in both graphic design and architecture. They must be familiar with industrial design concepts and be able to read and sketch architectural plans.
Conclusion
Knowing the various types of graphic design helps you as a designer to specialize in your skills and clients, and you as a user of graphic design services can help you determine how you introduce your brand or business. Also read our article about Element Design here.
