The Tribune

Graphic design uses visual compositions to solve problems and communicate ideas through typography, imagery, colour and form. There exists several types of graphic design, each with their very own area of specialisation. Though they often overlap, each type requires a specific set of skills and design techniques. Here are a few types of graphic designs:

Visual identity graphic design

These are designers that specialise in visual identity graphic design, and collaborate with brand stakeholders to create assets such as logos, typography, color palettes and image libraries that represent a brand’s personality.

Marketing and advertising graphic design

Great marketing engages people based on the wants, needs, awareness and satisfaction about a product, service or brand. A few types of marketing graphic design are postcards, flyers, magazines, newspaper ads, posters, banners, billboards, infographics, brochures (print and digital), vehicle wraps, signage and trade show displays.

User interface graphic design

These designers specialise in desktop apps, mobile apps, web apps and games. These designers work closely with UX (user experience) designers (determining how the app works) and use interface developers (who write code to make it work). Examples of user interface graphic design are web page design, theme design (WordPress, Shopify), game interfaces and App design. In addition to graphics apps, designers require knowledge of programming languages such as HTML, CSS and JavaScript.

Publication graphic design

Publication design is a classic type of design. Designers are required to understand colour management, printing and digital publishing. Some examples of publication graphic design are books, newspapers, newsletters, directories, annual reports, magazines and catalogs.

Packaging graphic design

Most products require some form of packaging to protect and prepare them for storage, distribution and sale. Every box, bottle, bag, can, container or cannister is a chance to tell the story of a brand. Packaging designers specialise in packaging (such as labels) and, in addition, they must be flexible and aware of current trends.

Motion graphic design

Simply put, motion graphics are graphics that are in motion. This can include animation, audio, typography, imagery, video and other effects that are used in online media, television and film. Motion graphics designers begin by developing storyboards and then bring their concepts to life with animation, video and traditional art. Depending on the industry, a strong working knowledge of marketing, coding and 3D modelling can be definite assets.

Environmental graphic design

Environmental graphic design visually connects people to places to improve their overall experience by making spaces more informative or easier to navigate. Some examples are signage, wall murals, museum exhibitions, office branding, public transportation navigation, retail store interiors, stadium branding and event/conference spaces. They must be familiar with industrial design concepts and able to read and sketch architectural plans.

Art and illustration

Graphic art and illustration are often seen as being the same as graphic design. However, they are each very different. Designers create compositions to communicate and solve problems, while graphic artists and illustrators create original artwork. Examples of art and illustration for graphic design are t-shirt design, textile patterns, motion graphics, stock images, graphic novels, video games, websites, comic books, book covers and concept art.

Overall, graphic design is an ever-growing field, and the demand for specialised designers is on the rise. When you are looking for the right design, knowing the different categories of graphic skill-sets will help to identify the specialist needed. 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/brand marketing analyst, author and certified life coach with qualifications of M.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.