A career as a graphic designer can take many different flavours because graphic design touches so many areas of visual output. Graphic designers work with letters, colour, patterns, illustration, photography, information and physical materials to create everything from annual reports to corporate logos, from maps and diagrams to album and book covers, from product packaging to digital interfaces – and much more besides.
Research and development books, showing surface graphics for a new snack bar, from a third year student at the University of Central Lancashire's design school. Research is highlighted as a fundamental for developing ideas and concepts and variations are explored to find the best results.
Some graphic designers focus on certain areas of graphic design, such as book sleeves, corporate identity, typography or design for screens. Some also specialise in particular industry areas such as graphics for property development or for fmcg packaging, for example. But a lot of graphic designers are versatile and can bring their understanding of visual elements and composition to work in many different areas.
Qualifications
Unlike other areas of design, graphic designers can often trade on their talent, ideas and portfolio as much, if not more, than formal academic qualifications. Nonetheless, most professional graphic designers study to higher national diploma (HND), foundation degree or degree level in graphic design or a related art or design based subject.
All foundation degree, HND and degree courses are listed, along with entry requirements and course descriptions, on the UCAS website. For more general information on how the different levels and types of qualifications work see the Educational & Learning section of Directgov.
Familiarity with design software, as well as an ability to work and produce visual ideas away from the computer will appeal to employers. A portfolio of projects and ideas will be valuable to demonstrate artistic ability, style and vision, but remember that most professional graphic designers work within the constraints of commercial briefs and client requirements (although some visual artists are commissioned by design groups and client companies specifically on the strength of their unique artistic style).
A graphic design student at work. Photograph by Bob Seago for the University of Brighton
Work, skills and salaries
As a rough guide, expect starting salaries for a graphic designer to be around £15,000 a year, rising to between £20,000 and £30,000 for more senior positions. Very experienced and successful graphic designers can earn £50,000 and above in creative director roles. Graphic designers work at design consultancies, as in-house designers at non-design companies and as freelancers, and on average work normal office hours. Salaries vary depending on geographical location, but jobs (and higher salaries) are concentrated in major cities and in London in particular.
The goal of the graphic designer is effective communication. The particular objectives of a piece of visual communication will be set by a client’s brief and may be rigidly commercial – such as ‘help us sell more products’ - or may be artistic and aesthetic – such as ‘create a feeling of trustworthiness around our company’. Good graphic design often achieves both aesthetic and commercial objectives.
Consequently, one of the key skills needed by graphic designers, as with most areas of design, is the ability to communicate with clients, understand their needs and business objectives and then interpret these objectives creatively.
‘All graphic designers need to be excited by problem solving,’ says Sunita Yeomans, creative controller at Argos and a former head of design for Boots.com. ‘They need to be able to put themselves into the minds of their audience, as one day they might be designing for ten year old boys, the next day for cat owners, and the next for the visually impaired.’
A job in graphic design is likely to include some or all of the following tasks and functions:
- learning about a client’s business, its products, its competitors and its marketplace
- developing and refining design briefs through research
- interpreting objectives and solving problems through visual creative output
- developing and presenting design ideas as sketches, mood boards, mock-ups and computer-generated visuals, including making pitch presentations for new work
- understanding production techniques (and constraints) of both print and digital media
- understanding the properties and costs of different materials
- working in collaboration with other disciplines, such as photographers, software coders, copywriters, printers and other designers
- liaising internally with account managers, creative directors and perhaps 3D designers
- working on a strategic level with clients
- managing budgets and schedules for multiple projects
The kinds of skills needed by graphic designers include:
- understanding of brands and branding
- awareness of trends, styles and history in graphic design and the visual arts
- creative flair using typography, imagery and layout
- an ability to use design software
- team working ability
- excellent communication skills
Related roles
Graphic design skills are used in many areas of design and industry – anything that uses visual communication could be created by a graphic designer. Some graphic designers specialise in a particular skill, such as typography or editorial design, whilst others may bring a strong knowledge and strategic understanding of branding. Related areas of study include:
- Illustration
- Typography
- Animation
- Photography
- Digital/web design
- Printmaking
- Textile design
- Information design
- Interaction design
- Fine art/visual arts
- Advertising/art direction
Further training
It is possible to take graphic design studies to a postgraduate degree level, with courses specialising in many different aspects of the discipline, such as digital animation and visual media, printing, branding and identity, or graphics and industrial design. To search for post graduate courses use UCAS’ dedicated postgraduate site UKPASS.
There are also four design-related national vocational qualifications (NVQs) – work-related qualifications based on the National Occupational Standards for design, created by Creative & Cultural Skills. These include: NVQ Level 2 in Design Support, Level 3 in Design and Level 4 in Design Management. For more information see the website of awarding body Edexcel.
Ongoing professional training can also be beneficial in many areas of design activity and organisations such as D&AD, the Design Business Association (DBA) and the Chartered Society of Designers provide professional training courses, as do many universities and colleges.
For more general information about continuous professional development and skills see the Training for Designers section of this website.
Useful organisations
D&AD
www.dandad.org
An educational charity representing the global creative, design and advertising communities.
AIGA (formerly American Institute of Graphic Arts)
www.aiga.org
A global professional association for design.
International Society of Typographic Designers (ISTD)
www.istd.org.uk
A professional membership body for typographers, graphic designers and educators.
Design Business Association (DBA)
www.dba.org.uk
A trade association for UK design businesses.
Chartered Society of Designers
www.csd.org.uk
The professional body for designers with a royal charter to support professional design practice.
Creative Choices
www.creative-choices.co.uk
An online service providing tools and information for individuals and businesses to develop in the creative industries and cultural sector.
Creative & Cultural Skills
www.ccskills.org.uk
The Sector Skills Council for advertising, crafts, cultural heritage, design, literature, music, performing and the visual arts.