Graphic design and its applications
Graphic design is a very powerful resource when it comes to transmitting a message. There has been a lot of talk about non-verbal communication, which often communicates more than words.
Graphic design uses visual compositions to solve problems and communicate ideas through typography, images, colour and form. There is not only one way to do it, and that is why there are several types of graphic design, each with its own area of specialization.
Although they often overlap, each type of graphic design requires a specific set of design skills and techniques. Many designers specialize in a single type; others focus on a set of related, similar types.
But because the industry is constantly changing, designers must be adaptable and lifelong learners so that they can change or add specializations throughout their careers.
Whether you’re an aspiring designer or looking for design services for your business, understanding the main types of graphic design will help you find the right skills for the job.
This post will be structured in two halves to optimize reading, taking into account its long extension. Here we go:
Graphic design of visual identity
A brand is a relationship between a company or organization and its audience. A brand identity is the way an organization communicates its personality, tone and essence, as well as its memories, emotions and experiences.
The graphic design of the visual identity is exactly that: the visual elements of the brand identity that act as the face of this brand to communicate those intangible qualities through images, shapes and colors.
Designers who specialize in visual identity graphic design collaborate with brand stakeholders to create assets such as logos, fonts, color palettes and image libraries that represent a brand’s personality.
In addition to standard business cards and corporate stationery, designers often develop a set of brand visual guidelines (style guides) that describe best practices and provide examples of visual brands applied in various media. These guidelines help ensure brand consistency in future applications.
Visual identity graphic designers must have a general knowledge of all types of graphic design in order to create design elements that are suitable for all visual media.
Marketing and advertising graphic design
When most people think of graphic design, they think of designs created for marketing and advertising.
Companies depend on successful marketing results to take advantage of their target audience’s decision making process. Great marketing involves people according to the desires, needs, awareness and satisfaction they have about a product, service or brand.
Because people will always find the most appealing visual content, graphic design helps organizations promote and communicate more effectively.
Designers can specialize in a specific type of media (vehicle wrappers or magazine ads, for example) or create a wide variety of material for printing, digital and more. Although traditionally focused on printing, this role has grown to include more digital assets, especially for use in content marketing.
Marketing graphic design examples:
- Magazine and newspaper advertisements
- Posters, banners and billboards
- Brochures (printed and digital).
- Advertising posters in vehicles
- Signage exhibitions and trade fairs
- Email marketing templates
- PowerPoint Presentations
- Restaurant menus
- Ads on social networks, banners and graphics
- Banners and retargeting ads
- Images for webs and blogs
Marketing designers need excellent communication, problem solving and time management skills. In addition to being proficient in various graphic design, design and presentation applications, they must also be familiar with production for print and online environments.
Entry level positions in this area are an excellent way for new designers to learn processes and gain valuable skills and experience.
Graphic design of the user interface
A user interface (UI) is the way a user interacts with a device or application. User interface design is the process of designing interfaces so that they are easy to use and provide a user-friendly experience.
A user interface includes all the things a user interacts with (the screen, keyboard, and mouse), but in the context of graphic design, the user interface design focuses on the user’s visual experience and the design of graphic elements on the screen: buttons, menus, micro-interactions, and more. The job of an UI designer is to balance aesthetic appeal with technical functionality.
UI designers specialize in desktop applications, mobile applications, web applications, and games. They work closely with UX designers (user experience, who determine how the application works) and UI developers (who write the code to make it work).
Examples of graphic design of the user interface:
- Website design
- Theme design (WordPress, etc.)
- Game interfaces
- Application design
UI designers must be team players backed by serious graphic design skills and an excellent understanding of UI / UX principles, responsive design and web development.