Published On:Thursday, September 02, 2010

BEFORE computers entered the mix, the production of print material was firmly in the hands of graphic designers and printers. It took a very clued-in client to have any idea about the print production process. People were therefore mentally prepared to pay substantial amounts for their logo designs, brochures and annual reports. That was then. Now, however, things are very different.

Ask most people how they would design a logo or prepare a newsletter and they'd automatically point to the computer, placing their faith in software packages to complete the job. So if a novice can work around a photo manipulation or page layout program, why do designers still charge large figures for their services? Well, the answer to that question is that today's designers must wear many hats and have a unique ability to multi-task. By the same token, many clients search for proficient designers to eliminate the process of contracting two or more.

The problem solving hat

Designers are presented with problems, and it is their task to find a solution. The problem could be to set a business apart from its competitor by using an effective logo design, or to increase product sales with a cleverly designed advertising campaign. Whatever the initial brief, the designer needs his thinking hat to meet this request.

The teaching hat

By educating clients, customer satisfaction is improved and the designer is more likely to be called upon in the future. What might a designer teach? File preparation is an important part of the print production process. You'd be surprised how many clients don't understand that a thumbnail image off a website can't be used for a full-size A3 poster, but it is all a part of learning.

The graphic designer hat

This is actually just one function of a modern-day designer. Ask any designer just how much time they spend designing and you'll probably be surprised at the answer. I can't say for sure how long, but I spend between 25 per cent to 40 per cent of my time in this area on average.

The salesperson hat

Whether it be attracting new clients or selling an idea, graphic designers need to have enough confidence in their own ability to persuade a client they are making the right decision. Every design pitch must be treated like a sale. When meeting for the first time, ensure you focus on topics not related to business to break the ice, as it is much easier to develop a relationship with a person than it is a business. So take assertive but polite steps.

The manager hat

Accounting is a vital aspect of business operations and requires the manager's hat. Taking a step back from the creative side of work and focusing on the numbers is necessary.

On a daily basis, questions are asked about positions, responsibilities and titles held in the above related roles of a graphic artist, so I usually respond by saying: "The diversity is unlimited."

Creative Director

Creative directors are in charge of a creative team that produces advertising campaigns, which can consist of artists (such as art directors, graphic designers, illustrators, photographers, copywriters, production artists) and a production staff. Creative directors initiate or inspire creative ideas, and ensure the art works include those ideas to the client's satisfaction. This may also involve responsibilities associated with a client representative or a project manager.

Art Director

Art directors ensure illustrators and production artists produce and complete work on time to the creative director or client's satisfaction. They also play a major role in making decisions on the visual elements of the project, and by having the final say on the selection of models, art, props, colours and other elements. Art directors need advanced training in graphic design, as they often do artwork and designing themselves. However, an art director's time may be consumed doing supervisory and administrative work.

Production Manager

Art production managers or traffic managers oversee the production aspect of art to improve efficiency and cost effectiveness. Art production managers supervise artists or advise the supervisors of artists.

Brand identity developer

Brand identity designers are concerned with the visual aspects of how a company wants to be seen. A company's brand identity can be represented in terms of design through a unique logo or signage, and is often integrated throughout all elements of a company's materials, such as business cards, stationery, packaging, media advertising, promotions and more.

Logo Designer

The job of a logo designer is to provide a new and innovative way to express the key message of a company through an image they can use to represent their business.

Illustrators

Illustrators conceptualise and create illustrations that represent an idea or a story through two-dimensional or three-dimensional images. Illustrators may do drawings for printed materials such as books, magazines and other publications, or for commercial products such as textiles, packaging, wrapping paper, greeting cards, calendars, stationery and more. They use many different media, from pencil and paint to digital formatting, to prepare and create their illustrations, which are usually inserted into page layouts.

Visual Image Developer

Similar to illustrations are other methods of developing images, such as photography, 3D modelling and image editing. This may also be a specialist role to aid web development, software development or multimedia development in a job title known as multimedia specialist. Although these skills may require technical knowledge, graphic design skills may be applied as well.

Multimedia Developer

Multimedia developers may come from a graphic design or illustration background, putting their skills to motion, sound or interactivity. Multimedia developers may also image edit, sound edit, program, or compose multimedia just as multimedia specialists.

Layout artist

A layout artist deals with the structure and layout of images and text in a pleasing format. This can include magazine work, brochures, flyers, books, CD booklets, posters and similar formats. For magazines and similar productions, colour, typeface, text formatting, graphic layout and more must be considered.

For example: Does that title typeface fit the feel of the rest of the article? Are the photos arranged in such a way that is pleasing to the eye, and directs the reader in the right flow or direction? Page layouts are usually done by art directors, graphic designers, production artists or a combination of those positions.

Interface Designer

Interface designers are graphical user interface (GUI) layout artists. They are employed by multimedia, software and web development companies. Because GUI elements are interactive, interface design often overlaps interaction design. Because interfaces are not usually composed as single computer files, interface design may require technical understanding, including graphical integration with code. An interface designer may hold the job title of web designer as well.

Web Designer

A web designer's work could be viewed by thousands every day. They create pages, layout and graphics for web pages, and play a key role in the development of a website. By the same token, Web designers have the task of creating the look and feel of a website by choosing the style, attractive graphics, images and other visual elements for website's pages.

Web designers may make decisions regarding web content, placement and continuity maintenance from one screen to the next. This all involves training in computer graphics, graphic design and web technology. Depending on the scope of the project, web design may involve collaboration between software engineers and graphic designers.

The graphic design of a website may be as simple as a page layout sketch or handling just the graphics in an HTML editor, while the advance coding is done separately by programmers. In other cases, graphic designers may be challenged to co-exist, as both graphic designer and programmer are often referred to as web masters.

Package Designer

A packaging technician may use technical skills aside from graphic design. Knowledge of cuts, crease and folding, plus the nature and behaviour of the packaging material such as paper, corrugated sheet, synthetic or other type of materials may also be required.

A packaging design may require 3D layout skills in addition to visual communication to consider how well a design works at multiple angles. CAD software applications specifically for packaging design may be used.

Operating on these principles indicates that the role of graphic designers and developers is unlimited, remaining an extremely creative industry with many hats. Nonetheless, as web standards continue to increase, new technologies and techniques arise, which increases client expectations. Adapting to a creative environment gives designers an upper hand to impress clients every time.

Therefore, learning tips and tricks about design and how to approach it is definitely something I would encourage graphic designers and programmers to invest time to learn. Certainly, it is always a great move to stay up to date with new technologies, as this not only increases knowledge, but also affects your portfolio in a positive way.

So, until we meet again, play a little, have fun and stay on top of your game.

NB: The author welcomes feedback at: deedee2111@hotmail.com

READERS FEED BACK:

Brent Marshall

manager/engineering department

BTC

Nassau, Bahamas

Good Morning:

Nice article this morning (19 August, 2010), Don't be bogged by Graphic Blogs. Keep it up!

Brent Marshall

BTC