THE ART OF GRAPHIX

By Deidre M. Bastian

The impact of design is everywhere, especially in the layouts of ‘local’ magazines, the Starbucks coffee cup, business letter heads and websites, perhaps even etched on the pen you are using right now. Graphic technology is definitely shifting, and one obvious example is the rise of eBooks over hardback book publications.

The fast-paced world of Graphic Design offers a diverse choice of specialities, ranging from commercial and industrial design (cars, furniture, appliances etc) to advertising media (merchandising, marketing, Web design, newspapers, and publishing), which seems to imply increased employment.

Actually, research predicts that the market will grow at a 13 per cent rate by the year 2018, due to the rising demand stemming from the Internet and the influx of graphic designers coming out of school every year. Many positions may be entry level, but applicants should be able to rise to posts such as creative director or chief designer easily.

Graphic designers currently hold about 300,000 jobs across the US, and the outlook is said to be good because the market seems to be growing rapidly due to the influx of large/small businesses.

California offers the largest number of graphic design jobs, but other states of note are Massachusetts and Connecticut. The Washington D.C. area is another leader for graphic design positions, but there are a plethora of posts held by employees everywhere, especially in related roles such as these:

• Art Directors make certain that illustrators and production artists produce and complete work on time to the client’s satisfaction. They have the final say on art, props, colours and other elements. Art directors require advanced training in graphic design as they design themselves. However, an Art Director’s time may be consumed doing supervisory and administrative work. They also work closely with vendors and clients to make sure creativity is in line with any budget.

• The brand identity developer is concerned with the visual aspects of a company’s brand or identity. They are that visual element that represents how a company wants to be seen, and can be represented through a unique logo or signage. There message is often integrated throughout all elements of a company’s materials, such as business cards, stationery, packaging, media advertising, promotions and more.

• The Broadcast Designer is a person involved with creating graphic designs and electronic media incorporated in television productions. They may have a degree in digital media (or a similar degree), or are self-taught in the software needed to create such content.

• The Print Media Designer creates specialised design services for newspapers, periodicals, books and publishers.

• Marketing creates advertisements, brochures, logos and other branding materials.

• The Web Designer builds templates, pages, style sheets and graphics for online media. They also have the task of creating the look and feel of a website by choosing the style, and make decisions regarding how the aesthetic and continuity is maintained from one screen to the next. They may be challenged to become a graphic designer and programmer also.

• The Video Game Artist creates concepts, animates characters, illustrates character models and inanimate objects, and specialises in textures.

• An Animator creates 3D or 2D animation with special effects in films that video game artists do. They may also be specialists to aid web development, software development or multimedia development.

• 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. Both art directors and graphic designers usually perform logo designs.

• Illustrators conceptualise and create illustrations that represent an idea or a story through two-dimensional or three-dimensional images; draw printed materials such as books, magazines and other publications; or design for commercial products such as textiles, packaging, wrapping paper, greeting cards, calendars, stationery and more. They consult with clients to determine what illustrations will best meet the story they are trying to communicate.

• Multimedia Developers may come from a graphic design or illustration background. They apply talents to motion, sound or interactivity. Animators are illustrators for motion, while Videographers are photographers for motion. Multimedia developers may also image edit, sound edit and programme, or compose as multimedia specialists.

• The Visual Journalist, also known as info graphic, creates visual representations of information data or knowledge, such as signs, maps, journalism, technical writing and education. They also use extensive tools from computer scientists, mathematicians and statisticians to ease the process of developing and communicating conceptual information.

• Layout artists deal 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.

• The Package Designer or packaging technician may use technical skills aside from graphic design. Knowledge of cuts, folding, nature and behaviour of the packaging material, such as paper, corrugated sheet, synthetic or other types of materials may also be required.

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

Moreover, employment options can be channelled towards colleges or universities, as many teaching positions may not require 40 hours of work, leaving designers with a fair amount of spare time to freelance, which is a fairly good balance. Notably, it is not always necessary for a graphic/web designer to have a college degree, as many of them are self-taught, but it is still recommended to pursue some form of computer or desktop publishing training.

Plausibly, some designers create their own advancement by starting a studio or firm under their own name. Yes, freelancing or entrepreneurship is always an option for web/graphic designers, especially if they have always longed to become their own bosses. And it sure feels good to make a living and have fun while doing what you love. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game!

NB: Columnist welcomes feedback at deedee2111@hotmail.com

About the Columnist: Ms Bastian is a trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas