- Now, graphic design in itself can be very broad.
For one to say they are a graphic designer today,
can be a very broad term
because contemporary graphic design
can consist of an extensive range of areas and skills.
Naturally, as one begins their creative journey
as a graphic designer and develops their career,
it is common for one to become specialized
in a particular area or field.
Gaining a lot of experience in a particular area
and becoming a specialist in the design industry,
is good because you are seen as an expert,
can command higher fees,
and are seen as a credible designer
to offer specific creative solutions.
All these reasons can install confidence,
with prospective clients and employers
to help you get creative work.
In this video, I'm going to discuss some key areas
of graphic design because there are indeed a few.
So, if you're interested in getting into design
interested in graphic design, particularly,
and wondering where it can ultimately lead
and what career options there are,
then here you will learn some key areas,
how they can relate to each other,
and where your creative career and path can lead.
So, let's get into it.
(upbeat music)
So, what are the key areas of graphic design?
As a graphic designer today,
there are quite a few areas of specialty
with their own skill and requirements.
So, here in the center we have graphic design
which can also be referred to as visual communication.
Around this, the key areas are,
packaging design,
logo identity design,
branding,
graphic illustration,
design marketing,
type design,
publication design,
web, UI, UX design,
motion graphics,
surface design,
and creative strategy.
Now, I like to think of this like a flower.
As at the base you have
visual elements and design principles
which are the building blocks of graphic design.
This leads to the center where we have graphic design,
also referred to as visual communication, at the core.
And around this you have each key area
which are like petals.
So here you can see the vast variety of roles
one can pursue as a graphic designer.
Now, it's not expected
for one to be an expert in each field.
As you can see there are a few
and each has their own skillsets
which can take years to master.
Now a young designer on a design course will be encouraged
to touch upon and explore each area,
to practice and gain experience and understanding.
How one chooses and specializes in a chosen area
can come down to a number of factors.
It normally comes down to a designer's decision,
preference, talent, aptitude and experience,
which leads them into a key area.
Typically, as a designer matures in the industry
and develops experience and skill,
one will become a specialist
and build a career around just one or few key areas.
Normally, it's only once you've been
in the industry for a few years
where you naturally gravitate to one or few areas.
Today, it is common for some designers to be highly skilled
and experienced in a few because some of these key areas
go hand in hand with each other.
For example, over the past seven years,
I have been doing more and more creative strategy,
logo identity and branding.
So, with my experience, skill,
passion and body of work in these areas,
I now only go for jobs in these key areas.
So, my skillset resides in these three key areas
which compliment each other,
creative strategy, logo identity and brand design.
So let's take a look at each key area in a bit more detail
and how they can relate to each other.
Now, this is going to be a big video,
as I attempt to clarify various key areas
for you to understand the scope of graphic design.
In the description, I have placed timestamps for each role.
So if you want to jump ahead or back at any time
you can do this really easily.
So let's begin with packaging design.
Packaging design is focused on the dynamics
of containing and presenting products.
When designing for packaging,
you will be thinking more in 3D
to consider how design can be applied
to form, structure and function,
considering tactile materials.
For packaging design,
particular skills would be required for,
thinking in 3D,
understanding materials,
understanding print standards,
paper engineering,
3D programs,
design for print,
surface design,
creative software tools,
and presenting.
If you love working in 3D,
and like pursuing solutions
for more print and tactile design,
then you might want to focus on a career
based more in packaging design.
Complimentary areas of expertise include,
branding
surface design,
and creative strategy.
So next we have, logo identity design.
Logo identity is focused on how to represent a company,
business, or product, in the simplest visual way.
When designing logos,
you will be problem-solving
how a company, business, or product,
can be represented in a single icon
or typically accompanied with type
to stand out from the competition.
As simple as they seem,
a lot of work and go into logo design.
Today, it is not uncommon for some designers
to only create logo design.
For logo identity design,
particular skills will be required for,
research and discovery,
conceptual thinking,
generating ideas,
sketching and drawing,
creative software tools,
typography,
color theory,
and presenting.
If you love the challenge
of representing a company, business or product
in the simplest visual way,
then you may want to focus on a career in logo design.
Complimentary areas of expertise are,
creative strategy,
graphic illustration,
and type design.
Next, we have branding.
Like logo design,
branding is focused on how a company, business or product,
is presented visually.
But unlike logo identity
that focuses on a small creative aspect,
branding looks to develop a much wider visual identity
which can cover a lot of touch points.
When designing for branding,
you will be problem-solving how visual elements
can be used to communicate clear values,
build visual personas
and distinguish one from the competition.
For branding, one may focus on creating design for,
corporate business,
boutique business,
property marketing,
events and festivals,
stationary,
merchandise,
and packaging, to name a few.
For branding, particular skills would be required for,
research and discovery,
conceptual thinking,
generating ideas,
creative software tools,
color theory,
typography,
creative layout,
and presenting.
If you love the challenge to build visual personas
to define distinct personalities and brands,
then you may want to focus on a career in branding.
Complimentary areas of expertise are,
logo identity,
creative strategy,
surface design,
type design,
packaging design,
graphic illustration,
and publication design.
Next, we have graphic illustration.
Now, illustration in the traditional sense
is a completely different creative discipline
when applied to animation, storybooks and graphic novels.
These are not associated with graphic design so much,
more so with the creative arts.
When it comes to graphic design,
illustration can be incorporated
in a more simple, graphic way
to enhance visual communication.
For graphic illustration,
one may focus on creating,
icons for brands,
artwork for infographics,
hand lettering,
3D renders,
custom typography,
motifs for pattern and texture,
artwork for the posters,
and artwork for T-shirts and merchandise to name a few,
all of which can be used in broader design.
For graphic illustration,
particular skills would be required for,
research and discovery,
conceptual thinking,
sketching and drawing,
and creative software tools.
If you like getting hands-on with visual elements,
enjoy illustration and crafting bespoke graphic artwork,
you may want to focus on a career
based more on graphic illustration.
Complimentary areas of expertise include,
logo design and surface design.
So next, we have design marketing.
Now an emerging role that is becoming more specialized
in the field of graphic design,
is design for marketing.
Which can also be referred to as social media design.
Design marketing is focused on strategic communication
for advertising or promotion,
and is heavily applied on digital platforms
like social media.
When designing for marketing,
you will be thinking more about pure communication,
audience, message,
and the dynamics of the digital platforms it's applied to.
For design marketing,
one may focus on creative design for,
social media,
advertisements,
and augmented reality
to name a few.
For design marketing,
particular skills would be required for,
conceptual thinking,
generating ideas,
creative layout,
and creative software tools.
If you love coming up with design solutions
to promote products or companies,
specifically social media platforms,
you may want to focus on a career
based more on design marketing.
Complimentary areas of expertise include,
branding,
creative strategy
and motion graphics.
So next we have, type design.
Type design is focused on creating new typefaces and fonts,
or creating custom type compositions.
A type designer may focus on creating,
custom typefaces,
hand lettering,
and sign lettering.
All of which can be used in a broader design.
For type design,
particular skills would be required for,
typography,
sketching and drawing,
and creative software tools.
So, if you love typography
and like the idea of crafting your own typefaces
or creating custom hand lettering,
you may want to focus on a career
based based more type design.
Complimentary areas of expertise include,
graphic illustration.
Next, we have publication design.
Now, publication design is one of the more traditional areas
and focuses on design for presentation
across print and digital.
A publication designer may focus on design for print,
creating magazine cover and layouts,
leaflets and flyers,
newspaper layouts,
book covers,
stationary design,
brochure design,
directories,
manuals,
and catalogs, to name a few.
One focus in more on design for digital,
one may be creating,
social media, and PowerPoint or Keynote presentations.
For publication design,
particular skills would be required for,
typography,
creative software tools,
creative layout,
and presenting.
So if you love working with type,
type setting and creating informative presentations
for both print and digital,
then you may want to focus on a career
based more on publication design.
Complimentary areas of expertise include,
type design,
motion graphics,
branding,
and design marketing.
Next, we have web, UI, UX design.
Now, a huge area that is becoming more prominent
in the field of graphic design
is designed for web, UI and UX.
This area focuses all around communication,
presentation and user experience both online and offline.
Now, I don't want to confuse this with web development here.
Web development is more about coding.
From a graphic design perspective,
one will typically only concern themselves
with the front end,
which is the visual appearance, design and experience.
As a web, UI and UX designer, one may focus on design for,
websites,
apps,
game UI,
exhibits ,
interactive media,
and augmented reality.
For web, UI, UX design,
particular skills would be required for,
wireframing,
user journey,
user experience,
interface design,
creative software tools,
and creative layout.
If you love creating digital work
and crafting bespoken interesting digital experiences,
then you may consider focusing on a career
based more on web, UX and UI design.
Complimentary areas of expertise include,
publication design,
and creative strategy.
Up next, we have motion graphics.
Now, animation in the traditional sense
is a completely different creative discipline
when applied to say, motion pictures,
character and environmental design.
These are not associated with graphic design so much,
more so to creative art and film.
When it comes to graphic design,
motion graphics can be incorporated in more subtle way
to enhance and add dynamics to visual communication.
As a motion graphics designer,
one may focus on design for,
animated infographics,
animated typography,
animated social media posts,
TV advertisements,
animated logo sequences,
video presentations,
video effects and transitions,
and animated gifs.
For motion graphics,
particular skills would be required for,
editing,
audio mixing,
creative software tools,
3D modeling,
and presenting.
So, if you love the idea of taking your 2D design
and bringing it to life in a dynamic way on screen,
then you may want to focus on a career
based more on motion graphics.
Complimentary areas of expertise include,
publication design and graphic illustration.
Next, we have surface design.
Now, surface design is the practice
and focus of creating artwork
specifically to be used as decoration,
either alone or with other visual elements,
with the aim to create a distinct tone and appearance
and can consist of patterns or textures.
Such patterns and textures are then used
to enhance the visual aesthetic or function
of a design piece.
As a surface designer,
one may focus on design for,
branding,
packaging,
wallpaper design,
and designed for textile and fabrics.
All of which can be used and applied in broader design.
For surface design,
particular skills would be required for,
research and discovery,
conceptual thinking,
sketching and drawing,
creative software tools,
and creative layout.
If you like getting hands-on with visual elements,
enjoy illustration and crafting bespoke artwork
for patterns and textures,
you may want to focus on a career
based more on surface design.
Complimentary areas of expertise include,
graphic illustration and branding.
So finally, we have creative strategy.
Today, we are starting to see the emergence
of more creative strategy based roles,
where people will exclusively offer
creative advice and consultation.
Now creative strategy can be particularly valuable
if a client has no idea what is good for them creatively.
Now they might not have a design brief
and they may want help discovering what they are about
and what would work best for them.
Brand strategy, for example,
is a role becoming more clear and prominent today.
Brand strategy will not be thinking
about the creative solution or design initially,
but rather focus on what the client needs to do creatively
in order to be successful.
Creative strategy is focused more on discovery.
Discovering the creative potential of something first,
in preparation to inform
and drive better design and creative solutions later.
This can take the form of workshops and group sessions
where discussion can be had
to discover and reveal such information.
The purpose here is to get a deep understanding
of the client and their goals,
in order to gain a better understanding
to identify any unique qualities, stories,
insights and unique needs.
This can really help clients understand
exactly what they need and what they should do creatively.
This process can ultimately result
in a thorough design brief,
which can then be passed over to design teams
to initiate and focused on the design process.
For creative strategy,
particular skills would be required for,
question asking,
strategic thinking,
communication,
guidance,
consultation,
and brief making.
So, if you love identifying creative potential
and helping clients overcome creative challenges,
then you may want to focus on a career
based more on creative strategy.
Complimentary areas of expertise include, branding.
So those are some of the main key areas of graphic design
one can find themselves specializing in
as one matures in the industry.
If you'd like to take a closer look at the list
discussed in this video,
you can find out more in the PDF document
that accompanies this video.
Download link is in the description.
So, what are your key areas?
Which area do you work in?
Do you specialize in one or do you work across a few?
And if you are new to design,
which area do you think
you would like to specialize in most?
Let me know in the comment section.
And if you have anything to add to my list
be sure to share.
Well, I hope you enjoyed this video.
If you did, hit the light button.
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Also, if any of you have any other design topics
you would like to see me discuss,
be sure to pop them in the comments
or email me at creative@garethdavidstudio.com
and will look to create another discussion video
like this in future.
Until then, have fun guys.
And I'll see you next time.
(upbeat music)