Visuals are among the most powerful elements in any marketing or advertising campaign. Visual compositions catch the target audience’s attention like nothing else and communicate what the marketers and brand managers want to convey. From the design’s color scheme to the form of fonts and illustrations used, graphic design is the complete visual of the brand, service, or idea it represents.
Compelling and catchy graphic designs require a set of skills and design techniques that may overlap often. However, many designers specialize in one set of skills, such as typography or imagery. Since the industry of graphic design and marketing needs are constantly evolving and changing, designers have to be adaptable and open to learning.
Before delving into the types of graphic design, every designer needs to know; let us cover some fundamental points concerning graphic design. It is much more than just nice images to look at. Instead, graphic design is the tool that connects marketers with the audience without having to say anything.
According to the American Institute of Graphic Arts or AIGA, graphic design is the mediator between people and their decisions. The design gives a point of view to the people – a perspective that is new and might convince potential buyers to make the purchase decision.
A brand is the ultimate relationship between any business and its audience, which is why brand identity is the crucial mode of communication between the two. When graphic designers build a brand identity, they aim to convey the brand’s personality, enriched with the corresponding tone, essence, memories, emotions, and experiences.
Visual graphic design does precisely the same – it uses visual elements such as images, forms, color, or fonts to communicate the brand’s personality. Such a design type requires specialists to collaborate with the brand stakeholders to develop the brand assets, such as logos, color palettes, images, and typography, which then become the hallmark of the said brand.
Using the same visual identity graphic design in business cards, stationery, posters, etc., reinforces the brand’s visual persona and leaves a mark on the audience.
Since every organization or business is now looking for ways to improve their digital marketing techniques, effective graphic design is what they should focus on. Successful marketing efforts lead to a more significant chunk of the target audience converting to actual buyers. As marketing targets people based on their needs and desires, visual content that hits the right spot is essential.
Designers who excel at this type work in unison with the company owners, managers, and marketing professionals. These designs later become assets for the business or organization as they are displayed on various media, such as vehicles, magazines, etc.
To create exceptional and effective marketing graphic designs, designers must have excellent communication skills. Also, adaptability is essential for designers working with this type of design, as their nature of work might change according to the requirement of the market – demanding designs for print or electronic media.
User Interface or UI is how a user interacts with any device or application. Therefore, UI design is a tad bit different than the previous two, requiring the designers to produce designs that provide a user-friendly experience.
A UI design includes designing everything a user might use to interact with the app or device, such as on-screen graphic elements, including buttons, menus, drop-down menus, micro-interactions, etc. The primary functional ability of a UI designer is to balance the need for aesthetic appeal with easy technical functionality.
UI design focuses on the users’ visual experiences – the appearance of the menus, placement of the home button, locating drop-down menus, logo placement, and much more. Designers working in this field have to specialize in desktop and mobile apps. UI designs must be constantly checked with the UX (User Experience) designers and the UI developers (who write the code for the app).
The essential prerequisite for coming up with practical and functional UI designs is to be a great team player coupled with excellent design skills and an understanding of UI and UX principles.
This graphic design is probably the oldest, as it is used in publicly distributed publications. Graphic designers specializing in this type of design must work closely with editors and publishers to develop unique and creative layouts coupled with carefully selected typography.
Designing publication material is a high-end task as the designs are patented by the publishing company or organization and become its trademark. Although this type of design had previously been associated with books, magazines, and newspapers, the recent rise in digital publishing has also become a significant part of it.
Can you recognize and tell the brand by looking at its product from afar? If yes, the said company or brand is probably working with a good company, such as an Artisticore graphic design company. Product packaging does not only save the product and increase the shelf-life. It also communicates with the customers and leaves its mark on their minds.
Endless lines of a brand’s bottles, boxes, containers, or cans in the supermarket have the same color, typography, form, shapes, and design that reflect uniformity – leaving their imprint on your memory. Their packaging corresponds with their brand identity and tells a story that helps you remember their brand.
Packaging designs must go through several mockups, concepts, and ideas before being finalized. It is not wrong to state that package designers have to be an all-rounder. They must know how to create a brand identity and work closely with the marketing managers and publication designers.
Motion graphics are any graphics that are in motion. These graphics might include animation, typography, audio, video, imagery, and other effects in various online media. Motion graphics have become very popular in the past decade as video content and marketing tools rule the industry.
Though it is a new type of design for graphic designers, it is on the rise and advancing in online media. These designs require developing a storyboard and then giving life to the ideas using animations and video editing technology. Motion graphic designs might include the following examples.
It is a multidisciplinary form of graphic design that unites graphic, industrial, interior, landscape, and architectural designs. These designs are specifically used to visually connect people with the places they want to be – enhancing their experience by transporting them visually to a calm, memorable, interesting, or informative place.
One specific sub-type of environmental graphic design is wayfinding – comprising strategic signage, pointers, visual cues, or landmarks to help people identify where they are and where they want to go. It is usually used in shows, stadiums, museums, conferences, etc.
The main difference between the graphic design types outlined above and this one is the creation of original artwork. All the above designs work on communicating with potential or current customers, while graphic artists and illustrators compose artwork ranging from decoration, background, and digital art to storytelling.
These designs utilize different design techniques and collaborate with people from various fields, such as writers, celebrities, marketers, art directors, etc.
Given the wide variety of graphic designs dedicated to different purposes in the marketing and advertising industry, you must know where your skills lie. Focusing on your skills and those you can attain and excel in will help strategize your career in graphic design.
Years before WFH setups became a norm, a lot of graphic designers are already working on graphic design projects in their homes. The biggest difference is that with the restrictions enforced to keep socializations at a minimum, even those who are not freelancers transitioned to working at home. Many companies resorted to offering remote work opportunities for their creative departments.
Since location is no longer an issue, a remote team of graphic designers means that companies can hire top talents worldwide. They are not limited to a local pool of applicants but instead have the chance to work with the world’s brightest and talented, wherever in the world they may be.
When the COVID-19 pandemic began, it affected many industries. Having workers from remote locations somehow lessened the need to spend more on overhead costs. Others can save on the purchase and maintenance of equipment and new technology. In a way, this setup has a lot of companies thriving. They were able to overcome the fear of having to shut down operations because of the opportunities presented by being able to work from home.
As for the employees, working in a remote location seems to be less stressful. It is an attractive option because they can create ideal working conditions that are more favourable to them in terms of comfort and control distractions. A better work-life balance is also observed as they enjoy more quality time for themselves compared to having to spend time during the commute.
Although it sounds like a convenient setup, there are several challenges attached to hiring remote teams for any company. Especially when planning a work schedule.
First and a very obvious issue can be observed during the hiring process. Working from home allows having applicants from all over thus giving the HR team an above-average number of job applications. Interviews are to be done remotely which makes it a tad difficult for recruiters to closely observe interpersonal behaviors. The differences in time zones can also affect schedules for both the recruiter and the applicant.
Upon hiring an applicant, the next challenge is evaluating their skill sets remotely. Unlike with normal work circumstances, you cannot easily determine the specific characteristics of the worker with just the outputs they submit. It is also important to observe their communication skills and emotional intelligence, both of which are important for team collaborations.
Most importantly, remote teams solely rely on technology which is, at times, unreliable. Technical issues are expected and this can pose a serious problem for everyone in the team. Some people struggle to follow instructions during troubleshooting. Poor internet connection also affects communication. There may also be problems that will arise due to inconsistent video or audio quality.
You see, as many as its perks, a remote work set-up also has its disadvantages. As a company, you also have to ponder on these because they might create a huge impact on your organization as a whole.
Now that you are fully aware of both its advantages and disadvantages, here’s how you can manage a remote team of graphic designers:
Graphic designers belong to the unique group of people behind the creative needs of most industries. As a diverse group, it is natural to see different sets of skills. You must expect that these people tend to work differently as compared to other work areas with concrete expectations and results. You have to be very stringent on ensuring effective communication between you and the team to reach the same goals. You can do this by:
Graphic designers are geniuses when it comes to making a variety of creatives but they are not mind-readers. You need to be clear about your ideas and how you want them to be met. You can try to explain your goals, the marketing strategy that you are trying to use, etc. for them to have an idea about the context of the project.
It can be pretty challenging to come up with the right terms when explaining a specific graphic design vision. If you do not have an idea how to translate it using their language, research for examples of the visual elements that you want to be included. Look for something that articulates the inspiration behind your idea. Showing something that somehow inspires the same look and feels that you need for the project is the key to conveying your point effectively.
Even with the use of graphic design software, you simply cannot say that being a graphic designer is easy. There are numerous skills and extensive knowledge behind every design. With that being said, learn to value their opinions on the project. Even if you already have a solid idea, give some room for flexibility in case they needed to give their inputs.
Good communication is essential when having remote teams working on a design project. You should set a clear goal regarding communication channels. The team should be fully aware of the need to keep their lines active, especially during work hours. Aside from work, however, you can also initiate light conversations that will encourage harmonious relationships in your team.
Remote teams rely on technology not only for their tasks but also for better communication. Ensure that everyone has the right gear, from physical equipment down to the compatible software. This will not only guarantee a smooth-running graphic design software but will also enhance the communication channels between each member of the team.
Just like any other company, there is a need to constantly discuss everything about the project. A regular meeting schedule gives the team something to look forward to every week. You can all give an update about each role on the project. It should also be the time when you can address their specific needs so they can be more effective at what they do.
Even the most passionate worker will experience a creative block once in a while. To navigate through it, you can invite the team for some brainstorming activities. It should help stimulate their brains and will even help you understand the members’ strengths and weaknesses.
Remember that the design process constantly evolves thus the need to be flexible. This makes it a complicated process especially when you are building up a team. As remote employees, it can be difficult for them to see how they can be a part of the company. They need to appreciate being on a team instead of being a lone worker. You can do these to help remote workers feel like they are indeed a team:
Not all graphic designers are created equal. They have unique views on everything and have unique needs. To make them more effective at work, you have to know what are their strengths and weaknesses first. Then, you need to focus on their weaknesses and find ways to help them overcome those. They will not only appreciate the effort but will also make them grateful enough to return the favor and do their best at work.
Instead of always waiting for the team to produce quality output, you must also learn to reward them for their efforts. Working remotely has its disadvantages for them too and they also tend to struggle with the setup. Consider giving out incentives for little wins, like finishing before the deadline or even just for logging in for an emergency meeting.
Aside from material things, however, you also have to be generous at giving commendations. Those little praises would mean a lot to the team and will encourage them to do their job well.
Assuming that you have worked on evaluating the capacity of your team, you have to delegate responsibilities to make them confident at their job. You also need to distribute work accordingly to avoid having someone working on a different interest. Giving the right task to the right people could help you produce the best work in the end.
Aside from delegating responsibilities, you can also get the team involved in the decision-making process. You need to make them feel that you value their inputs and you trust their insights too. It can help you come up with the most ideal decisions and the morale boost could also keep them productive and efficient.
For things to run smoothly for your team, you have to standardize the workflow to avoid confusion. Because everyone is spread across locations, it is necessary to have unified tools to ensure consistency and productivity. It is easy to stray away from the goals when there is too much freedom for work. Because there is a lack of visibility and control, you have to facilitate a program that is not too complicated so that everyone can follow through. By streamlining the workflow, each member will find it easier to work with everyone on the team. Manage your workflow with these tips:
The point of standardizing the workflow is to make the process simpler. Unnecessary activities will only complicate the process and distract the team from attaining the goals of the project.
While it may be healthy to communicate with the team, doing so frequently reduces their time to work on the projects. Set a regular video conferencing schedule but keep them short and concise to stay productive.
The problem with having a lot of tools at your disposal is that you tend to have tools that do the same things. Aside from risking confusion, they also take up a lot of space on the hardware. It will also affect the loading times of websites and other tools. The wisest thing to do is to get what you only need and get rid of everything else.
Because of technological advancements, different graphic design software tools are introduced to boost productivity for graphic designers. These tools make graphic designers more efficient even when working from remote locations. Here are excellent ones you can try because they allow graphic designers to create or edit their work using simple UIs:
Pixelied is a full suite of image editing tools that were designed specifically for businesses. It can be used to create stunning designs needed to promote brands. Most designing tasks can take hours to complete even for a seasoned artist. Pixelied simplifies the process with its online graphic editor.
Pixelied allows quick project creation with a huge library of ready-made templates. There are also millions of royalty-free images that you can use for your design. It even has an advanced photo editor for more advanced image manipulation techniques.
Adobe Spark lets you create beautiful graphics in minutes. It gives the user the freedom to make a greater impact by creating fresh content from their variety of tools.
Adobe Spark has thousands of free images and icons that you may use for your designs. There are branded templates that you can edit and integrate your design ideas. Aside from graphics, you can also use it to make beautiful web stories and create compelling videos.
Pixelixe is a graphic design tool that is meant to automate the design process. It is a great solution to scale visual design production as it can be used to create graphics with multiple design processes in just one step.
The main features of Pixelixe include tools for image banner generation using Spreadsheet, a white label editor to embed customizable graphics, and an image/graphic/banner automation.
With the world facing a pandemic, most companies have resorted to a work-from-home setting. This includes the creative industry, specifically graphic designers. The transition may be tough and a lot of challenges are expected but there is no doubt that the benefits are also worth it. You only need to be guided on how you can manage a remote team of graphic designers. By being able to do so, you can speed up the workflow and reap the advantages of having a well-managed remote team.
Shelly is a former university teacher and government worker turned digital marketer. She is currently a content specialist focusing on blog outreach and email marketing for SaaS companies. She has experience in content marketing for niches like healthcare, infrastructure management, auto dealerships, technology, finance, and SaaS, to name a few. Get her tips and hacks on digital marketing, technology, SaaS, and SEO at the SaaSLaunchr.com.
Graphic design is everything, because aesthetics is what gets us to pursue and develop quality products. Big brands and companies like Apple would probably not reach the level of success they had if it weren’t for the stellar degree of their design taste. Who can deny the sleek look and feel of those first iPhones? In many ways, graphic design will dictate how people view your business.
Every angle, color, frame, or design element you use in your business will determine how people see you, your services, and products. From your company’s Social Media Presence and pages to the products themselves, getting your graphics right can influence a lot more than you might think.
Have you ever wondered how a particular company chooses yellow over red, black over blue or green over white in their chosen color palettes? A lot of it has to do with color psychology. Certain colors and specific shades can draw out certain emotions and ideas. It will determine how the tone of your company will translate to the minds of an audience. Color psychology in graphic design is complex, and choosing the right tone or color that reflects the mood, image, and tone you set for your company’s image will matter a lot. While primary colors are often associated with children and juvenile things, when used in certain shades and settings, these same colors can draw on a totally different tone or emotion.
There’s a conscious decision for many companies or brands to use an original typography. When a graphic design element wants to impart a fun image, some fonts or typography won’t be able to do it. Not all fonts are created equal, and the decision to choose the best kind of font for an individual graphic element will determine the image of the brand.
Web design services should be able to give a full array of typography options for various clients, including corporate firms, churches, and local community groups. Mastering the technique of using the perfect font for a particular graphics element will do wonders to the image of the company promoted.
There are levels of complexity within graphic design and the type of content you use. The tricky ones include infographics that detail everything a company wants to convey or share to its audience. A simpler one might be a social media meme that is accessible even to the most undiscriminating audience. A company’s graphics decision regarding how complicated or simple they want to impart the information about their business will determine the type of people, market, and demographic reached for the company’s marketing.
In conclusion, graphic design choices dictate the image of a company. Whether a brand wants a conservative or aggressive image for its services, its visual design approach will have a lot to do with the success.
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