The Grit Of Graphic Design And Field Analysis

Graphic design combines both art and technology to effectively communicate information in a visually pleasing way. Graphic designers are highly involved in many different aspects of the business world, such as product design, advertising or branding, and entertainment. With technology expanding rapidly, graphic design is becoming more and more prevalent in today’s society.

Detailed Analysis

Overview

Many people associate the idea of graphic design with digital drawings or car design, but it is much more than that. Graphic designers are responsible for tell-tale logos, eye-catching advertisements, and always-entertaining animations. As the Bureau of Labor Statistics puts it, “Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers” (2019). Along with communicating with consumers, it is important for graphic designers to communicate with other designers in the field. Many choose to do this by writing online articles or creating a blog to share their creative process and offer inspiration to others. Not many graphic designers choose to write novels about their work. Rather, those who do write books on the topic are more likely to write in hopes of inspiring others to get creative. They also have a very specific demographic in mind: prospective designers. Unlike other art books that are not limited to an audience of those devoted to the art world, books on graphic design offer insight that is only intended for other designers to understand (Gosling, 2019). Well-known author and graphic designer Kate Moross is a perfect example of this. When writing her book Make Your Own Luck, Moross had very specific intentions for the messages she wanted to relay to her audience: “For Moross, making a book was all about speaking to young designers like herself about an industry that’s rapidly changing. ‘I wanted to show how accessible everything is, and not make it into this mysterious and unobtainable career’” (Gosling, 2019). Moross personally does not enjoy reading with a “pretentious” or “austere” tone. Instead, she prefers novels in which the author shows their personality, graphic design or otherwise (Gosling, 2019). She chose to use her past experiences with reading to create a book she knew her audience would love. She decided to show off her personality through the use of personal anecdotes and by offering advice for other designers to live by.

Life of a Professional

Kyle Gibson is the owner and creator of a graphic design creative studio called “KG Collective,” based in Goodrich, Michigan. His company provides many different services to its clients, including branding, design, interactive images, and motion animation. He started his company from scratch while he was simultaneously working an office job as a junior graphic designer. During his time there, he would work long days, which averaged between 10-12 hours per day. Then, he would take it all home and put in an additional 4-6 hours on the side. Now being the owner of his own company, he has a bit more freedom with his schedule and how he works. When he or any of his colleagues travel, they have the ability to continue working together so no one falls behind: “My favorite part about the field is that you can be anywhere doing the same job. I prefer being home working on a desktop, but I can also travel and still get work done on my laptop and not be stuck in one office at all times. I have one designer that works for me that likes to travel often and he is still able to get his part of the work done always.” The field was not always this technology-based. In fact, it has made a relatively recent switch to more online and social media-based work in the last 10-15 years. For Gibson, these new methods only enhanced the world of graphic design in a positive way. The new ways technology is advancing also allow Gibson to reach out to clients in remote areas. KG Collective has many big clients that are not necessarily located in Michigan. For example, they work closely with MGM Resorts, Heineken, AT&T, Dodge, and many more. Because of the amazing technology available today, KG Collective employees are able to come up with designs from anywhere and all they need to do is send over a digital file.

Preparation

The education required needed to be successful as a graphic designer vastly differs among employers. While many might think that a college degree is necessary to find work in the field, this is not the case when it comes to being a designer. Some argue that it is a useful tool, however, it is not nearly as important as having a sufficient portfolio and a history of experience in the field. Mr. Gibson, for example, has 4 different designers working for him, and “2 out of [the] 4 guys [he] hired did not go to school for design, they are just pure artists and taught themselves” (2019). In addition, when he was a full-time creative director in Las Vegas, he “hired many people with or without a college degree for design, the main factor was their portfolio of work.” Even though a college degree is not necessarily needed, there are still certain credentials that must be met. It is extremely important that an aspiring graphic designer has experience with the software they will be working with. According to Dr. Kelley S. Meier, “A graphic designer must be proficient in common design software, have experience with web design, and possess strong interpersonal communication skills” (2018). For the most part, common design software among graphic designers includes Adobe software, Illustrator, and Photoshop. Meier encourages young designers to get familiar with these programs through volunteering at professional firms or by creating sample designs while in school (2019). It is also a good idea to learn different technical skills through an internship. This allows people eager to learn more about the graphic design field to get a first-hand account of what goes into making the career work. They would also get the chance to learn specific technical skills from professionals who use these programs every day. As the editor of College Grad puts it, “Internships provide aspiring graphic designers an opportunity to work with designers and to experience the design process from concept to completion, in some cases while completing a design program” (2019). Another important attribute to a designer’s job-finding process is their portfolio. This is a great way to show potential employers what they can do. A designer’s portfolio should demonstrate creativity and artistic ability. That way, employers can get a sense of how the designer works and whether or not they could be a great asset to the company. One last credential that is very important is the designer’s ability to communicate sufficiently and efficiently. They must be able to communicate well with clients as to not confuse or upset them. They also need to be able to understand clients’ needs and turn their ideas into a design that both the artist and client can be proud of (Pickett, 2019).

Field Analysis

Working Conditions

The industry of graphic design is a unique one. There are not many regulations in the field that are consistent from one job to the next. Because of this, most work conditions that designers experience throughout their careers are unique to the specific job in which they are placed. Also, many designers work independently of a company or firm, so their working conditions tend to differ greatly from someone who is a designer for a big corporation. However, there are some loose guidelines that many designers follow when creating a practical work environment. Many graphic designers work in an office setting or studios that follow an open-studio floor plan (Creativepool editor, 2015). This could help the artists communicate freely with each other, as well as other associates involved in the project at hand. Designing is often a collaborative task. Designers will have to work alongside other artists, plus other associates that help with branding and sales. These can include copywriters, photographers, and sales staff (Creativepool editor, 2015). The number of hours a designer works also varies between professions. Many designers will work sporadic hours and according to chaotic schedules. The hours a designer puts in on one day are heavily dependant on the projects they have lined up and deadlines they have to meet. On average, they tend to work long hours in order to meet deadlines (Gibson, 2019). However, most creatives are seen to be workaholics, so this would not necessarily seem like a daunting task to them.

Similar to working conditions, a designer’s paycheck also depends on many different components. These could include where they work, the types of clients they have, and their level of experience. According to the Bureau of Labor Statistics, the median annual pay for graphic designers is around $50,000 (2018). However, most designers do not start out earning this much. Starting out, a junior designer might earn $40,000 annually, with hopes of becoming more experienced over the years and climbing the ranks (Glassdoor, 2019). The graphic design field is projected to have its employment rate rise by 3 percent between now and the year 2028 (Bureau of Labor Statistics, 2018).

Like any profession, there are both many positive aspects to the work, as well as many negative aspects. One of the positive aspects is that designers have the chance to do what they love every day as a profession. They are constantly pouring themselves into their work, which is something you might not see as much in a finance report being analyzed by an accountant. Another positive aspect is that graphic design can be a very mobile profession. Graphic designers often have the ability to work virtually anywhere as long as they are equipped with a laptop or even basic artist supplies. This gives employees the freedom to travel more often or not feel as obligated to come into work when they are feeling under the weather. Some negative aspects include the lack of a consistent schedule, as well as the long hour’s many designers put into one day.

Maintenance

For the most part, creatives seem to be very lively people. They enjoy going to art shows to source inspiration, as well as show off their own works of art. Because of this, there are many opportunities for graphic designers to come together and discuss the latest of what is happening in the art world. One of these ways is to get involved with an organization full of others with the same interests. Some of the more popular associations for graphic designers to become a part of include AIGA, Society of Illustrators, The Society of News Design, Society for Experimental Graphic Design, and International Color Consortium

(Graphic Design Degree Hub, 2019). Each of these organizations is full of people who are bound together by their common interest in design. These organizations provide a multitude of articles, images, art competitions, job boards, training tutorials, plus many more resources, all for the convenience of the designer (Graphic Design Degree Hub, 2019). Sitting in front of a computer screen day and night can seem daunting at times, especially when designers feel especially burnt out and uninspired. These online associations are great resources for designers to take some time to focus on something other than their own project for a while. All of these organizations also hold conferences annually, with the exception of The Society for News Design (Graphic Design Degree Hub, 2019). This way, designers have the ability to meet others in the field in person and experience how they use the same resources to create something unique to them. Because graphic design is mainly digital, there are only so many online resources that designers have access to, yet they still manage to create unique projects every time. There are many technological resources out there to help designers channel their creativity. According to the creator of the award-winning branding agency JUST Creative, Jacob Cass, most graphic designers prefer to use the Apple iMac or a graphics tablet to compose their works (2019). Many designers also choose to equip their computers with Adobe software to help make digital formatting a breeze (Cass, 2019). However, graphic design is primarily a subjective field of work, and designers have the ability to pick and choose from a wide variety of resources to find what works best for them. Many graphic designers are trained to use these important programs either through taking design courses in high school or a university (Innovators Guide, n.d.) or by learning from a profession in the field, such as taking an internship position (Learn How To Become, 2019).

Analysis of Communication Practice

Controversies in Graphic Design

A majority of the controversies spoken of in the graphic design field have to do with a designer’s own integrity. Many designers at one point or another in their career will encounter a company that is not ideal for them to partner with. For example, the company may be promoting an idea that the designer does not morally agree with. Or maybe the designer finds out that the advertisement they are asked to produce is a product being falsely advertised. If this is the case, then the designer should ultimately choose not to partner with this specific company and move on to find other clients. Unfortunately, denying the client is not always an option. Especially for freelance artists, who are working independently and are unable to gain clients through a company. This type of internal controversy often raises an ethical issue for the designer (Wolowicz, 2011).

Another big controversy encountered in the graphic design field is issues dealing with copyright and piracy. This is often a result of when designers are left feeling drained and uninspired. If they feel pressured enough to produce quality work in a short period of time, some designers unfortunately will decide to take another artist’s work and try to pass it off as their own (Wolowicz, 2011).

One more controversy graphic designers have to be cautious of avoiding is a difference in how different people or places perceive different messages. This is how designer Melissa Wolowicz explains it:

What might seem as a successful design here in the United States might seem offensive or even harmful in other countries? For example, a design that includes a hand giving the “thumbs up” may be appropriate for an American audience, but this sign is considered a rude gesture in some Asian and Islamic countries… We must always be careful not to insult offend, or harm the viewers of our designs. (2011)

There is not much to be said about these controversies, other than the fact that all designers should be mindful of them and do whatever they can to avoid them. Of course, they are sometimes unavoidable. When encountering these issues within their own work, designers should pay close attention to what they believe is right and act upon that feeling with the utmost respect to anyone on the opposing side. This is also an example of how graphic designers encounter ethical decision-making in their daily jobs. Sometimes they come across tough decisions that need to be made in order to create the best quality of work.

Language Usage in Graphic Design

Because communicating efficiently is a key factor in becoming a successful graphic designer, designers need to get creative in the ways they capture people’s attention and how they project information to the viewers. Something that could help them be successful in doing so is appealing to the viewers’ logic, emotion, or ethics. Creating a design that effectively makes someone question the topic logically causes them to actively engage in what the design is trying to portray. This is especially useful when working in the design aspect of advertising. If the designer successfully creates endorsements that appeal to the public logically, more people will be willing to support the idea. Appealing to one’s emotions or ethics works in a relatively similar way. Creating designs in a way that affects the viewers positively is a great start to becoming a successful graphic designer.

Conclusion

In conclusion, graphic design is a highly important field in today’s society. Without it, advertisements would not be nearly as eye-catching, web design would appear mundane, and cartoons would cease to exist. It is becoming an increasingly popular career among those who are looking for a reliable career that still lets them express themselves creatively. While it has the occasional negative aspects like any career would, graphic design is an overall wonderful field to work in.