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Graphic design is a term we often use to describe anything from creating a brand identity to simple posts for social media. But graphic designers can specialize in many different fields, and we're here to explain them through simple examples.

When you think about graphic designers, what comes to mind? Do they design ads? Do they create logos and branding? Maybe signage and visual elements? Typography perhaps? Retouch photos in Photoshop? The answer is all of that. We like to put all types of graphic design under one umbrella term, but in reality, graphic designers usually have a field of expertise.

Shillington Education defines graphic design as "effective visual communication of an idea or concept". Although vague, this definition tells us two things:

• In order to be effective, design needs to be based on real knowledge and apply that knowledge to create visual creations that evoke a certain feeling;
• The idea or concept usually relays an emotion, so graphic design is mostly emotional design.

Graphic design, whether you realize it or not, is everywhere around you. From the page layout on this article you're reading, to the chair you are sitting on. And if employed well and thought out perfectly to suit your brand image, it will help with recognition, brand perception, sales, and the image you build externally and internally.

And when done well, it can have many perks and brings a huge value to any business, so it's important to know how to establish a strong visual identity and tone.

So, without any further ado, let's get to explaining all the different types and specialties in graphic design.

Brand identity design

Every business has its own unique story and a visual communication strategy that shares that story with a wider audience best. The designers who shape the identity of a brand through a specific visual language, color palettes, shapes, forms and symbols are brand identity designers.

They are also researchers who spend a lot of time learning about the tone of voice, mission statement, people and goals of a brand's corporate design and put a "face" to their story. They create a brand guide that the company can use as a reference point in producing any marketing or branding assets in the future as well.

The branding design defines the visual identity and looks like part of the branding of a company. The brand itself is communicated through many design elements and deliverables, such as logo design, typography, signage, brand colors, all the way to business cards, stationery and uniforms. As the internet folk call it today, everything has to be "on brand".

Branding is a marketing practice with which a company creates a visual identity, symbols, internal and external communication strategy and other elements that position it in the market and helps its audiences form an image about it.

One way to ensure that the branding is memorable and seamless is with good branding design. And because it helps a company distinguish itself from the competition and leave a memorable impression on clients, it is exceptionally important.

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Branding vs Visual identity vs Corporate identity

In marketing, there is often confusion around the terms branding, visual and corporate identity. And different experts have different definitions of them. However, the easiest way to understand them is that the brand or branding identity incorporates both corporate and visual identity.

Branding is how you want your customers to perceive you: from your brand promise to your logo and the color palette you use in marketing. It's a strategy you create to position your brand on the target market and is mostly done through graphic design and marketing efforts.

Corporate identity is more focused on the activities inside your organization that shape both internal and external perceptions of your brand. Simply put, corporate identity covers all the aspects of brand identity plus:

• The people you work with;
• The impact you make outside of the company;
• The tone of voice in your messaging;
• The feeling you invoke in customers;
• How successful you are in implementing your brand promise

Corporate identity is done through corporate strategies, internal marketing, employer branding, etc.

The visual identity, however, is all the branding assets you use in positioning your brand on the market. Your brand's logo, colors, fonts, backgrounds, icons, mascots and imagery are all part of it. It is created with a particular image and character in mind, developed by graphic designers and art directors who are experts in this field.

The best way to understand how a good brand works is that it needs to have a well-oiled trinity. There is no good visual identity without a company that has an established brand, and no good corporate identity without a visual identity to help it come to fruition.

A beautifully designed and high-quality brand identity supports and elevates the brand image; it's the most easily noticeable element of your overall strategy.

Vice versa, an inconsistent and not thoroughly thought out visual presence can hurt the company image. You shouldn't just pick a logo, colors, and typography, decide on something trendy, or pick a suggestion out of a style guide.

The designer starts with research and decides on a visual identity that reflects a brand's corporate culture and tells a cohesive brand story.

Why is it important?

Good branding and constant nurturing of existing clients lead to brand bias. When you get to the point where audiences believe your brand so much that they are biased to stick with you no matter what other company enters the market, you are already 5 steps ahead. Up to 82% of adults in the US claim loyalty to a product brand. Needless to say, it also helps your company be noticed in the awareness phase and helps you move it forward once you have a brand guide to base everything, from your business cards to the packaging of your product.

Here is an example of a branding project for Stash Fine Gin by Julia Masalska.

Logo design:

Packaging design and labels:

Typography:

Brand colors:

As you can see, a brand identity is more than just a logo or value propositions, so a graphic designer specializing in branding needs to research the brand and base its identity on the perceptions they want to achieve in the audience.

It helps a company distinguish itself from competitors, and helps people memorize symbols, colors and language that they later relate to your products and values.

But above that, it helps with key development goals and strategic milestones.

Brand recognition

A company with a good, memorable and consistent visual identity is very powerful on the market.

Repetitive usage of the same symbols, colors, shapes and fonts helps audiences remember your brand, but also allows you to control how they perceive it. This is done through the use of color theory and psychology, as well as characteristics of different brand elements.

The color palette, imagery, logo, typography, and design elements your brand will use, form a precise language through which you communicate with potential clients. Great graphic design can help you create your visual identity and brand guide, but also a unique narrative.

Think of Coca-Cola: can you see the shade of red and flowy script typography seen on every label and packaging, and not immediately know which brand is in question? For this omnipresent company, the use of red and white and cursive typography communicates that the brand is welcoming, homely, and warm.

It sparks joy and makes us think of family and friends, of the times we spent at a table with a glass of Coke on it. And the shape of the Coke bottle itself is so unique and iconic, that they ran a marketing campaign in which the bottle is seen in the negative space. Still, it is all it takes to immediately recognize the product.

Branding helps drive sales and generate new customers

Don't think that branding, and especially design can help boost sales? Think again!

A well-known brand that has good design and simplicity as one of its core values is Apple. Apple's branding, whether it's applied in the product design, packaging, ads, and even the interior design of their stores, immediately communicates their branding strategy. Their design is what mostly sells their products.

The brand is based on a belief in simplicity, good design, and superior quality. And those key propositions are exactly what the target market sees in the products as well.

Creating trust

Good design will not only help your company be remembered and boost sales, but it will also make audiences trust the quality of your products and services as well.

When you see a perfectly designed and executed branding, you immediately see the business as a professional organization that takes its processes and people seriously.

Consider this: you find a local business, open its website or social media profiles, and see it lacks a logo; the colors are inconsistent, and sometimes they seem professional, and at other times playful and open. What will your impression of that brand be? You'll either be confused or won't trust them at all.

A good, stable and consistent brand will help audiences that discover your company form an impression of it. Whether it is potential customers, collaborators or your own employees, having a consistent visual system they can connect your brand story with will help them trust it better.

Advertising design

Advertising design is the most common type of design we can think of. And even though we usually spend a few seconds looking at it, there's usually a team of art directors, creative directors and graphic designers behind even the simplest marketing visual.

Advertising graphic design in the past was mostly focused on print ads: newspaper ads, billboards, flyers, brochures, etc. Nowadays, graphic designers find innovative ways to capture the attention of a person online too, and advertising design spreads to email marketing, social media marketing, search engine marketing, as well as hybrid advertising campaigns, like scannable QR code stickers that lead you to a business's website.

Every year, the attention span of an average person is smaller, and advertising design changes to catchier, colorful, and more straightforward by the day. But ads prevail as the most important marketing tool.

Still, just as in the Mad Men era of advertising, advertisements today are based on evoking emotions to get people to make an action (buy, reserve, book, learn more…). Those emotions are fear, anger, affirmation and disgust. Some people also argue that all ads are based on a basic human need: hunger, fear, sex and love.

Instead of print advertising, today we are most commonly using digital advertisements to promote a brand. There are multiple channels on which digital advertising is employed: social media marketing, pay-per-click advertising, content marketing, lead generation campaigns, PR efforts, etc.

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Of course, the power of social media in advertising is indisputable. In 2020, almost half of the world's population had a profile on at least one social media platform. As of January 2021, there were 4.20 billion active social media users. 5.22 billion people on the planet are mobile phone users. And the average social media user spends 2 hours and 25 minutes on social media every single day.

But no matter the strategy, the advertisement design plays a role as big as the idea, messaging and final product that is being sold. That is why it is of utmost importance to have a catchy ad design, created for a particular target audience.

Why is it important?

The role of advertising graphic design is to inspire action in the audience and embed these feelings into a design based on basic principles. Advertising design is a non-negotiable need for every business with a solid marketing strategy. It evokes fear of missing out, hunger, envy, lust… A strong feeling that makes the customer purchase.

It is important to know that the branding identity design, which we've covered in the previous chapter, is also infused in advertising design, as it provides a base for the visual style, direction and in general the characteristics of the brand.

The purpose of ad design is to wow and make the brand memorable in the eyes of customers.

Here's how that is achieved.

Brand consistency

As we already know, the brand identity helps a company be seen, as well as its customers to feel loyalty towards it. But, how do you repetitively share images, symbols and words tied to the brand identity? Advertisement!

Ads help build brand consistency and awareness, as they are always in line with the brand identity, but also follow current trends and affairs, help solutions for recent problems, etc.

If your company's value is luxury and comfort, your ads should look elegant, stern, emissive and classic. You don't see Mercedes use pastel colors, flowers and smiling children running around in their ads. You see tuxedo-clad gentlemen, business elite, leather seats and skylines of vibrant metropolitan areas.

At the same time, think of, let's say, Ford. This brand positions itself as one that produces cars for families. They are reliable, spacious, don't look that luxurious, but also come at a much more affordable price. So, the advertisement relays the family-friendliness and approachable personality of the brand.

These brands have consistently used the same keywords in their advertisements for ages. Here are some examples from the past century.

Raising visibility

Whether for the brand itself or a new product or service, placing ads in media helps raise visibility for your company. That is why the design of ads is incredibly important: people remember well-designed ads, but sometimes the bad ones are the ones that stick longer.

The design of the advertisement can make or break a product, and the marketing channels are equally important to make sure that the right people see the right message.

Reinforced messaging and visual language

Advertising design also helps a brand create and communicate uniquely through its visual language and messaging. When you hear "I'm lovin' it", you know which brand it belongs to. When you see a curved bottle silhouette, you're aware it's Coke. But with good graphic design, even the things that shouldn't be said out loud or pinpointed can be communicated through a subtle visual depiction, such as in these examples by Durex.

Better sales and bigger loyalty

For all the aforementioned reasons, advertising helps brands reach new heights when it comes to sales. There are very few industries that can keep thriving without any advertising efforts.

And through the placement of ads and consistent messaging, ads together with good branding will help your business reach the loyalty and sympathy of customers across the globe.

Publication graphic design

This type of graphic design is mostly focused on publishing: books, magazines, newspapers. Publication designers work on layouts, cover and additional graphics that are suitable for the content they represent and convey the story and tone of voice of the author or publication. They also have another important task, and that is making the layout easy to read and focused on the most important elements.

Book covers and magazine covers are some of the most notable examples of the skill and ingenuity of editorial graphic designers. Apart from having the design skills needed to create an aesthetically pleasing and effective visual, they also need to know and understand print design and color management, no matter if they work in hard copy or digital publishing.

Magazine Designing

Types of publication design

Publication design finds its place on library shelves, the checkout racks of supermarkets and private collections of vinyl lovers across the world. Whether it is a book, magazine or newspaper you start your day with, you'll realize that there is no easily skimmable, comprehensive and catchy look of a publication without good design.

Here are only a few of the products publication design deals with regularly.

Magazines

Such as the example before from National Geographic magazine, graphic designers usually have to create grasping visuals on the front covers of regular magazines. Some of the most popular ones are fashion, lifestyle or sports magazines, but nature and sciences, as well as political and commentary publications are extremely popular in every country.

So, whenever you buy a Vogue, Marie Claire, or Times Magazine, take a moment to dissect and appreciate the talent of graphic designers. Not only do they make catchy covers, but they are also usually packed with text in the same branding style.

Apart from the covers of magazines, publication designers create the page layouts, table of contents, ad pages, department pages, etc.

Newspapers

Similar to magazines, newspapers also have a designer in charge to create the layout of each page, and most importantly the front page design.

It is well known that the front page helps sell a newspaper greatly, and newspaper graphic designers and layout experts work together with editors in chief to create informative and well-constructed front pages.

They also design the layouts of each page, feature two-pager stories in the center, smart boxes or "flashes" that are included on random pages which provide supplementary information on feature stories, etc.

A newspaper's graphic designer has an extremely demanding and fast-paced work environment since newspapers are daily publications. So, it takes a lot of talent and patience to create a great newspaper design.

Book covers

We don't use "Don't judge a book by its cover" that often for no reason. Book covers can help sell the story and share the spirit of a book just from a single glance. They need to communicate the reading experience immediately.

Besides making a gripping and informative front cover, designers also create back covers and spines of books that need to function together perfectly.

Apart from the covers, publication designers also create the page layout and contents section, and in cases of illustrated books, also need to include the illustrations seamlessly and naturally into the text.

Album covers

As a fan of unique album covers and vinyl, I couldn't agree more that there is an immense need for creative album sleeves to sell music. One might argue that this category is falling more into packaging design, but albums are considered publications, so I also included it here.

Vinyl, CDs, cassette tapes, and even digital album art are only some of the products an album sleeve designer creates.

Why is it important?

Publications, especially the ones that are for sale, need to be well-designed to enhance the sales. But even more importantly, good publication design is needed so that the reader has a natural, instinctive experience while reading the publication so that all information is well-placed and in the right size, legible and easy to skim.

User Interface design

In the modern world, one of the most important characteristics of the design that make a product sell better or be widely used is the user interface and user experience of the finished product.

User interface design, or UI for short, is focused on research and development of interface, or the look and navigation of a certain product, such as an app or website.

UI designers need to ensure that all the elements of the interface are easy to navigate and understand and that they are noticeable enough for the average user. They also use findings and data from previous interface designs to create a better, problem-solving design in the future.

People often think that graphic designers are the same as UI designers, but in truth, it is way different. UI is a tool for creating way more than colors, typography, buttons and other visual elements. It is a way to lead the user visually to have a better experience, while at the same time creating a visually pleasing look close to the branding image.

As with any other industry and profession, a UI designer must base their project on research, both of the product they are working on, and the audience it is created for.

They need to know a lot about hierarchy in design, color theory, typography, branding, interactivity and animation, as well as at least some theoretical knowledge about how their design is going to be developed.

UI designers work on every visual element of a project, from the small buttons to whole screens, a single banner to whole information architecture.

These are some specific design tasks that a UI designer has regularly:

• Designing each screen, visual hierarchies and patterns with which the user will interact
• Design each separate screen so it scales perfectly on different types of screen (phone, laptop, desktop, tablet, rotation…)
• Creating buttons, sliders, icons, popups, scrollbars.
• Designing the interactivity of all UI elements. That means that except for their basic look, they create the different colors of buttons when you hover or click, make sure they are visible when not clicked or hovered over, etc.
• Creating animations and transitions from screen to screen
• Creating a palette and guidelines on typography, elements, colors and backgrounds for future reference.

Why is it important?

UI design, especially in the era of wide adoption and use of all things digital, is of great importance to the success of any product. The interface of an app or website is so important that a user decides in a few seconds whether or not they will keep using it.

If the design and functionality of an app or website is not intuitive, easy to navigate and inconsistent, the chances that that product will fail are big, even if it solves a relevant problem.

Web Design

Web design focuses on the visual aspect of websites and web pages.

Web designers need to make them look good and put the focus in the right places. Most of the time, the website design has to be "on brand" as well, so the designer, whether in-house or a freelancer, has to make sure they stick to the brand guide.

Web design is also linked with UX/UI since a well-designed website needs to have a good interface and user experience too.

It is important to know that web design is not the same as the actual development of the website. It just includes the look and user experience design that the website will have. Developers are the ones in charge of making them responsive, easy to use and functional.

So, that means that web design is a blueprint of how a website should look like. The coding and software development, as well as hosting, are different portions of the production process.

Website design includes:

• Page layout
• Backgrounds
• Modules
• Call to actions
• Buttons
• Forms and graphs
• How responsive registration forms look like
• Placement of products and services on the site
• Social media widgets, etc.

All of these things need to be designed in the back-end as well, so that they are functional and responsive.

Another thing you should keep in mind is that the web design you choose also should be responsive and scalable for mobile devices. A large portion of audiences shop and surf on the internet using their smartphones, so their user experience is of big importance.

Why is it important?

Same as the UI of an app, good web design will also be one of the most important things users will look into when deciding whether or not to use a website. If they can't easily find what they are looking for, if the website looks spammy, outdated or not in line with the overall branding of the company, they might "bounce" right away.

Product Design

Product design is the prototyping, creating, and re-iterating products that are meant to solve problems or specific needs for their users.

There are four types of product designers:

UX designer

User experience design, or UX, is the bridge between the interaction of human users and everyday products, technology, or services. It combines design, psychology, business, market research, and technology. To give you a more tangible example, a good UX design of a mug is putting a handle so the user doesn't get burned, hence making the product user-friendly. Or doors without knobs or handles that can be pushed in both directions in a surgical ward in a hospital.

UX and UI are often inseparable, so a common cross between these disciplines created one of the most wanted professions in the digital creative industry today, UX/UI designer.

Data analyst

Data analysts in design are more focused on researching the users and the market, as well as other data. Their goal is to find improvements on the aesthetic, functionality and layout of products based on this data.

Prototyper

A prototyper is a part of the product team that has the task of producing a tangible product from blueprints and briefs. If they work on prototyping a tangible, physical product, they create hand-crafted mockups and models. If they work on a digital product, they create virtual mockups and wireframes.

Product designer

The role of a product designer is somewhat a combination of all of the above. They need to know how to research, prototype, reiterate and test products, from the beginning phase to the marketable product.

Why is it important?

Any digital product that fails to answer the need for functionality, ease of use and intuitive navigation for the end-user, will most likely not succeed on the market.

The role of UX design, prototyping, data analysis and product designer is to make sure that the users of the final product have a seamless experience while using it, and this process can make or break its success.

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Packaging Design

Packaging design focuses on creating an aesthetically pleasing, creative, sometimes even engaging or self-sustainable wrapping or container for a product. The materials packaging designers use can be anything from paper to metal, and in later times, often natural and reusable materials.

The task of a packaging designer is to create a product that ticks all of these boxes:

The packaging needs to enforce the brand image of the product: You won't see a red Pepsi can or Starbucks cup without the logo. The packaging might change, but they are always in line with the branding identity, colors, typography, etc.

The product packaging design is a great platform for a company to showcase its branding identity because people see it on supermarket shelves every day. Packaging designers need to understand the brand and its visual identity, but also the audience and what it wants to get out of a product.

It needs to help contain the quality of the product: From food products to clothes and gadgets, the packaging isn't only promotional, but protective. We pack products not just to plaster the company logo on the label, but also to preserve the contents of the packaging.

The packaging needs to be easy and intuitive to use: If you need a chainsaw to open it, it's not a good packaging product. Usually, packaging is simple, creative and easy to stock (looking at you, huge Amazon boxes!).

It should be unique and catchy: As with any marketing asset, the packaging too can help sell a product. Just take a look at these creative packages that went above and beyond and made people buy solely because of the look of these products.

It should be affordable to produce: There is a reason why the world is drowning in plastic and aluminum. Packaging, especially on mass-produced products, needs to be cheap to create in bulk.

It should be environmentally friendly: Tied to the previous point, as of late, packaging also helps sell a product if it's environmentally friendly. Fully recycled plastic, reused cardboard and cotton sheets are only some of the products that are easily sold because buyers want to do their part in saving the environment. However, it isn't as easy and cheap to produce in big quantities, so companies need to sort their priorities when opting for earth-friendly packaging.

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Why is it important?

According to the West Rock 2018 white paper, 81% of people have tried something new because of packaging, and 63% have purchased a product again because the packaging was aesthetically pleasing. So you can see why a packaging designer is incredibly important for any brand that sells a product.

And let's not forget the practical stuff: it is important because it preserves your product whilst also serving as a platform to show your branding identity, which altogether improves the users' experience.

Type Design

Typeface designers create fonts, font families and typefaces. Lettering can have multiple variations, heights and weights. For example, variations include bold, italic, extra bold, condensed, light, extra light, etc.

Typefaces might seem like a simple graphic element, but they are expanding in multiple anatomies and styles. The type designer has an important role when creating a new font because they have to infuse a different character, aesthetic and style in their creation, but also make it legible.

Different fonts are also suitable for different types of text: letterheads, subheadings, body text, logo design fonts, etc.

See more about the creation of the Fabrica Typeface by Studio Faculty in the pictures below.

Why is it important?

As a non-designer, you probably don't spend too much time analyzing and thinking about typography. But any graphic designer will tell you that font makes a big difference when it comes to the quality and impression a design leaves.

Different typefaces bring different qualities to the table, and you need to decide on a font that bodes well with the brand image you want to achieve, but that's also contemporary and in line with the current trends.

Even more importantly, a font can make a reading experience completely different: some are legible, some are not. Some are creative and used in branding, whereas others are classical and simple, and every other print publication uses them. The fact that you're able to read this article easily without having to squint proves the point that typography is extremely important.

Motion Graphic Design

This very recent type of graphic design is gaining popularity and becomes more and more needed. Motion graphic design focuses on creating motion design for websites, television, film and video games. By using animation and visual effects, they bring life to their design and get it in motion, as the name suggests. Animation and motion graphics designers work in advertising, video game production, film studios, software companies, etc.

However, motion graphic design requires much more than sketching, drawing and digital design platforms. You need to understand anatomy, lighting, 3D modeling, animation perspective, procedural animation, texturing, among others.

You can see the whole process behind a simple animation in After Effects Illustrator & Photoshop in this video from freelance motion designer Ben Mariott.

Why is it important?

In order to keep the focus of viewers and readers, whether it is on your blog, your ads, or simply to entertain them, sometimes motion animation is what will keep their attention.

Motion design is a way to explain something that is hard to grasp only through words and is an innovative way to do marketing.

Of course, motion graphic design is often the product itself in short animations and video games, so it has an industry of its own.

Environmental Graphic Design

Environmental design incorporates human creations in natural surroundings without disrupting or changing the environment drastically.

The designer's role is to address the surrounding environmental parameters in the creation of plans, programs, policies, buildings, or products.

It often collides with architecture, landscaping, interior design, and urban planning.

The big picture of environmental design is to create innovative and sustainable products that use environmental factors as benefits in their functioning, like wind-electricity generators or solar-powered cars, with the end goal of solving ecological and sustainability problems.

Why is it important?

In today's world, where the landscape and behavior of people are constantly changing, but the environment is under constant threat, it is of utmost importance for our dominating species to find a way to build and progress in accordance with the nature and conditions around us.

The importance of environmental design is now more noticeable than ever: the Covid-19 pandemic has made us dependable on fresh and clean air, enough space around, ways to minimize the stream of people and touching things.

And even if it wasn't for the pandemic, the constant development of climate change dangers requires professionals that make it possible to coexist with nature, and progress without harming our surroundings.

Human-Centred Design and Design for good

Human-centered design or design thinking is a philosophy more than a process of design, focused on empowering the individual to design products, systems and experiences that address the core need of the person that experiences a problem.

Herbert A. Simon, Nobel Laureate in Economic Sciences is considered the father of this discipline. It was later taught in the Stanford University Design School and used in companies like DC Design, which describes it as a science that has the main goal to design effective and impactful solutions to challenges that are concentrated with a small group of people and those that are systemic.

If human-centered design focuses on the user, design for good focuses on change and innovation towards social change.

The Professional Association for Design includes four strategic initiatives of design for good:

• Design for Democracy
• Diversity & Inclusion
• Gender Equality
• Design for Communities

Examples of design for good innovations include the Braille alphabet in art exhibitions, wheelchair ramps, adjustable height in furniture, inclusive wayfinding signs, and all kinds of everyday products and services that aren't accessible and practical for everyone.

Why is it important?

Because every human being should be able to enjoy walking around, seeing exhibitions, and reading the labels on their products. Those are some of the pillars of democracy: equality, freedom of information and freedom of access.

Human-centered and design for good make it possible for people from all walks of life to enjoy products and services, as well as reach buildings and public spaces easily. So, its investment in development is extremely valuable.

Conclusion

Different graphic design jobs fit different design services, and often they are intertwined. From creating ads and branding for marketing purposes to innovating and reshaping the environment and societies, graphic designing is everywhere around us.

If your graphic design needs are in the realms of marketing, advertising, web design, UX and UI design, check out how our service works. Our all-star team of graphic designers will surely find a way to materialize your design ideas and needs.

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Source: https://www.manypixels.co/blog/post/types-of-graphic-design