The Tribune

A graphic designer, also often referred to as a graphic artist, wears many different hats in using an equally diverse number of media to create different types of designs.

Graphic designers work to visually convey a particular message or idea that has noticeable appeal. They are highly sought out for promoting and displaying a wide variety of products, activities, ideas and communications.

Graphic design is used every single day in the world of advertising, and features in books and magazines, health and personal care, food products, automobiles, clothing, computers and just about everything in between.

Product packaging is a huge part of any business, and requires the expertise of a graphic designer who understands not only the general marketing aspects, but also the client’s main objective.

Working closely alongside the client, a graphic designer begins expanding upon an initial concept, asks pertinent questions as to the end goal, discusses budgets and deadlines, then agrees on the final design, fee and due date.

Many designers successfully juggle more than one project at a time, allocating a certain portion of their time to each. Some duties of a graphic designer may include:

• Meeting or communicating regularly with clients to discuss the aspects and goals of a project.

• Staying abreast of the latest technologies in terms of computerised media and common design programmes, such as Dreamweaver, Flash, Adobe Photoshop and Quark Xpress.

• Designing a product from rough drafts, sketches and vague ideas, while still knowing how to reach just the right audience.

• Demonstrating excellent proofreading skills while also showing high attention to quality and detail.

• Working with other professionals in the industry such as copywriters, photographers, marketing specialists, web developers and printers.

• Effectively managing time in order to meet deadlines while staying within budget constraints.

An experienced and knowledgeable graphic designer has the uncanny ability to take a general idea and turn it into a visually compelling product, which garners not only attention but favourable results as well. Somehow they instinctively know when to use clean lines and muted tones, and when to instead use vibrant designs with bold hues that grab your attention.

Graphic designers may work for themselves on a freelance basis, or may be employed full-time by someone else, whether it is a small company or a large corporation. If self-employed, a graphic designer must work diligently to market themselves and their skills in order to build their portfolio and client base, as well as making continued learning a large part of their career.

When working for a design firm, the opportunity for advancement is definitely there in this exciting and ever-changing field. Within just a few short years, one may progress to senior designer, obtain a management position such as creative director, or even venture out on their own or create a partnership with another like-minded designer. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game!

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre M. Bastian is a professionally trained graphic designer/marketing coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.