This video reviews the main jobs of logos, vector graphics, publications, marketing collateral, information design, lettering, web design, and digital publishing.
- Graphic design is all around us, from logos, magazines and posters to signs, product packaging and marketing pieces. In all these examples, a designer has chosen typefaces, colors, images, and has crafted the layout with the goal of getting, and more importantly keeping, our attention. Design is a powerful and important form of communication that can determine the success of a piece. Whether that piece is an invitation to a party or a logo for a major corporation, it serves as an ambassador and will either attract interest, go unnoticed, or repel your intended audience.
But getting it right isn't just about making it visually appealing, it's about making sure it delivers your message in a way that resonates. Each type of design, such as a logo, a poster, or a brochure, has a specific job. Understanding what that job is will help you create a successful design. Let's start with logos. A logo is a visual mark that represents a company, an event, a product, or even a person. Its job is to attract attention and communicate the essence of what or who it represents in the most immediate way.
Logos are highly condensed graphics, packed with meaning. Because of that, every design decision is that much more critical when it comes to crafting the message it communicates and who it communicates to. The most important first step is understanding the client, who they're trying to reach, and what they're trying to say with that mark. With that information in hand, you can then explore which colors, images, and type will best communicate the intended message to the intended audience.
Posters are a favorite job among designers, because they often enable a designer to really stretch their creative wings. Although their primary purpose is to communicate an event or a program, they're often competing with other visuals vying for our attention, so standing out is essential for their success. Another aspect to consider is longevity. Beautiful posters often live on as art, so using the opportunity to craft something truly compelling can mean greater value for your client, as well as you the designer.
Book and magazine design is complex due to the volume of text and images a designer needs to organize and present logically. The main job of a publication is to present the content to the reader in a way that's easy to navigate and understand. Because of that, publications require a well thought out plan, usually a grid, and some serious attention to detail. There are so many moving parts, so consistently applying styles to the type and layout is essential.
It's these styles that act as the navigational clues for the reader. Infographics are graphic representations of information, and their job is to tell stories in a fun, engaging, and easy to digest way. Infographics require designers to determine the story they're trying to tell so they can pull out the key elements that will frame it accurately. Then comes the challenge of building that visual story for the viewer. To do that, designers need to know which types of charts and graphs will best communicate the information they're trying to deliver and make sure they accurately showcase the data.
Lastly, we have advertisements. These have a number of jobs we've touched on, including standing out and grabbing attention, telling stories, and in some cases providing visual beauty and delight. These are just a few types of designs you may work on. Whatever job you have, it's essential that you truly understand the product or client you're promoting, the intended audience, and the purpose of the piece. Without these things your design will fail to communicate its message and it's beauty will only be skin deep.