What does a graphic designer do?

Graphic designers—or graphic artists—plan, analyze, and create visual solutions to communications problems. They decide the most effective way of getting a message across in print, electronic, and film media using a variety of methods such as color, type, illustration, photography, animation, and various print and layout techniques. Graphic designers develop the overall layout and production design of magazines, newspapers, journals, corporate reports, and other publications. They also produce promotional displays, packaging, and marketing brochures for products and services, design distinctive logos for products and businesses, and develop signs and signage systems—called environmental graphics—for business and government.

The first step in developing a new graphic design is to determine the needs of the client, the message the design should portray, and its appeal to customers or users. Graphic designers consider cognitive, cultural, physical, and social factors in planning and executing designs for the target audience. Designers gather relevant information by meeting with clients, creative or art directors, and by performing their own research. Identifying the needs of consumers is becoming increasingly important for graphic designers as the scope of their work continues to focus on creating corporate communication strategies in addition to technical design and layout work.

Graphic designers prepare sketches or layouts—by hand or with the aid of a computer—to illustrate the vision for the design. They select colors, sound, artwork, photography, animation, style of type, and other visual elements for the design. Designers also select the size and arrangement of the different elements on the page or screen. They also may create graphs and charts from data for use in publications, and often consult with copywriters on any text that may accompany the visual part of the design. Designers then present the completed design to their clients or art or creative director for approval. In printing and publishing firms, graphic designers also may assist the printers by selecting the type of paper and ink for the publication and reviewing the mock-up design for errors before final publication.

Salary Information

The headline graphic designer salary figure of $47,578 is an average figure for the US. At the top end of their survey some designers earn as much $63,944, while at the bottom end of the scale some earn as little as $37,809. Salaries for management positions such as Art or Design Director average between $70,000 and $100,000 nationally.

Freelance designers can charge $40 to $75 an hour. If your client is a large company pricing can vary depending on the project. See the AIGA guidelines for pricing.

Business Issues

Understanding contracts, copyright concepts and pricing will be important when you are working under contract or freelancing. Even as a student, you should never work without a written agreement. There are many websites to guide you but the most comprehensive resource is, The Handbook of Pricing and Ethical Guidelines. Get it for your library or find it in the Kendall Library

Where Kendall Graduates Work

Many graduates will work in advertising firms or in-house marketing departments of large companies. An opportunity to get experience before graduation is important. Many students use the Kendall Job bulletin. to find internships or freelance projects to build their portfolios. About 30% of our graduates will start their own design businesses.

• Structure Interactive
• Gordon Food Service
• Grand Rapids Press
• Reagan and Associates
• BBK Design
• American Greetings
• Square One Design
• Family Christian Stores
• DDM
• J. Walter Thompson
• Blue Mountain.com
• Leo Burnett
• Wood TV 8
• St. Mary’s Hospital
• Adams Outdoor Advertising
• Fairly Painless Advertising
• J.W. Messner Advertising
• Jager Group
• Printech Ads Inc.
• Beta Design Group
• Cull Design Group
• YH Communications
• Perrin Inc.
• St. Mary’s Hospital
• Fluid
• Palazzolo Design
• Alticor

Websites for further research

• online.onetcenter.org/link/summary/27-1024.00 - Career Information
• www.khake.com/page27.html – Career Information
• www.aiga.org The professional association for design
• www.gag.org Graphic Artists Guild
• www.allgraphicdesign.com/jobs.html – Jobs and Freelance opportunities

Join and Get Involved:

• AIGA – Kendall Student Chapter
• AAFof West Michigan Association for local advertising and design firms. Students can enter the student Addy awards competition and win regional and national awards.www.adclubwmi.org
• AD2 Club West Michigan - www.ad2.org – an off shoot of the AAF for the 32 and younger group who love marketing, advertising, public relations and design.