Graphic designers are the modern equivalent of yesteryear’s great illustrators. With the advent of computer technology, the world of graphic design has evolved into a one of dynamic web-enabled content coupled with both classical and modern aesthetic sensibilities. Although the internet has taken graphic design to the next level, however, most designers start out in the classic illustrator mold: print media.
Although the print market has slowly declined over the last two decades, thousands of graphic designers still ply their trade everyday creating proofs for customer review and sending the final product to press. Whether it be for a leading magazine with millions of subscribers, to the small printer with a couple of sheet-fed presses, all must do one thing: produce a product that is pleasing to the customer. Often, the graphic designer is given broad latitude as to how the finish product will look. This process is an iterative one with multiple revisions, multiple proofs, and true collaboration between customer and designer. This also allows the designer to flex their creative muscles and produce not only truly original work, but work that also is accepted by the customer. In other instances, the customer provides finished artwork (in the old days this was called “camera ready artwork”) and it is the graphic designer’s task to merely digitize it, arrange it, and send to press.
The graphic design world in print media has slowly evolved from photographic film to one of desktop computers. In this arena, the Mac and the Adobe CS3 Suite reign supreme, although depending on the customer, files may be composed in Quark, Pagemaker, or other publishing programs. These raw source files are then modified (or even created) by the designer, and the files are usually then converted into PDFs and submitted to an automated system that splits the files into their component colors (usually cyan, magenta, and black). From these files, proofs are created using either film or inkjet based media. The resulting proofs are then submitted to the customer for review. Using the customer feedback, the designer will then make changes until the customer approves the finished design.
In the wider media world, graphic design is employed by almost every commercial enterprise where visual information or attention is needed. The design of corporate logos and signage is the bread and butter for an increasing number of graphic designers. Coupled with the explosion of online web sites all looking to make that ever important first impression memorable, graphic designers with experience are in high demand.
Perhaps no area of graphic design is more challenging than that of product packaging. In this field, the graphic designer must balance form and function with consumer appeal. In effect, they must create a package design that is functional, distinctive, and most important, makes the consumer want to purchase the product over competitor’s products, even if they are co-located on a crowded supermarket shelf. The successful design is one that screams “pick me” over all other products that are available.
In the end, virtually everything that is seen, from movies to magazines, to the web and on the supermarket shelf, has had a graphic designer involved at some point. It is a profession that continues to evolve to this day, and will into the far future.