Graphic design uses visual compositions to solve problems and communicate ideas through typography, images, color and shape. There is no single way to do this, and that is why there are several types of graphic design, each with its own area of expertise.
Although often overlapping, each type of graphic design requires a specific set of design skills and techniques. Many designers specialize in only one type; others focus on a set of similar, related types. But because the industry is constantly changing, designers must be adaptable and learn throughout their lives so that they can change or add specializations throughout their careers.
Whether you are an aspiring designer or looking for design services for your business, understanding the eight types of graphic design will help you find the right skills for the job.
1. Graphic design of visual identity
A brand is a relationship between a company or organization and its public. A brand identity is the way in which the organization communicates its personality, tone and essence, as well as its memories, emotions and experiences. Visual identity graphic design is exactly that: the visual elements of the brand identity that act as the face of a brand to communicate those intangible qualities through images, shapes and color.
Designers who specialize in visual identity graphic design collaborate with brand stakeholders to create assets such as logos, typography, color palettes and image libraries that represent a brand’s personality. In addition to standard business cards and corporate stationery, designers often develop a set of visual branding guidelines (style guides) that describe best practices and provide examples of visual branding applied through various media. These guidelines help ensure brand consistency in future applications.
Visual identity graphic designers must have a general knowledge of all types of graphic design to create design elements that are suitable for all visual media. They also need excellent communication, conceptual and creative skills, and a passion for researching industries, organizations, trends and competitors.
2. Marketing and advertising graphic design
When most people think of graphic design, they think of designs created for marketing and advertising.
Businesses depend on successful marketing efforts to leverage the decision-making process of their target audience. Great marketing attracts people based on their desires, needs, knowledge and satisfaction regarding a product, service or brand. Because people will always find visual content most appealing, graphic design helps organizations promote and communicate more effectively.
Marketing designers work with company owners, directors, managers or marketing professionals to create assets for marketing strategies. They may work alone or as part of an internal or creative team. Designers may specialize in a specific type of media (for example, vehicle wraps or magazine ads) or create a wide variety of support materials for print, digital and other media. Although traditionally focused on print, this role has grown to include more digital assets, especially for use in content marketing.
Examples of marketing graphic design:
-
- Cards and brochures
-
- Advertisements in magazines and newspapers
-
- Posters, banners and billboards
-
- Infographics
-
- Brochures (printed and digital)
-
- Vehicle vinyling
-
- Signage and exhibitors for trade fairs
-
- Email marketing templates
-
- Presentations
-
- Menus
-
- Social media ads, banners and graphics
-
- Banner and retargeting ads
- Images for websites and blogs
Graphic design uses visual compositions to solve problems and communicate ideas through typography, images, color and shape. In addition to mastering various graphic design, layout and presentation applications, they must also be familiar with production for both print and online environments. Entry-level positions in this area are a great way for new designers to learn the processes and gain valuable skills and experience.
3. Graphic design of the user interface
A user interface (UI) is the way a user interacts with a device or an application. UI design is the process of designing interfaces to be easy to use and provide a user-friendly experience.
A user interface includes everything a user interacts with (screen, keyboard and mouse), but in the context of graphic design, user interface design focuses on the visual experience of the user and the design of on-screen graphic elements such as buttons, menus, microinteractions and more. The job of a user interface designer is to balance aesthetic appeal with technical functionality.
User interface designers specialize in desktop applications, mobile applications, web applications and games. They work closely with UX designers (who determine how the application works) and UI developers (who write code to make it work).
Examples of graphical user interface design:
-
- Website design
-
- Theme design (WordPress, Shopify, etc.)
-
- Game Interfaces
- Application Design
User interface designers must work as a team, supported by both serious graphic design skills and an excellent understanding of the principles of user interface/axiology, responsive design and web development. In addition to graphic applications, they need knowledge of programming languages such as HTML, CSS and JavaScript.
4. Graphic design of publications
Publications are large-format pieces that communicate with an audience through public distribution. They have traditionally been a print medium. Think of books, newspapers, magazines, and catalogs. Recently, however, there has been a significant increase in digital publishing.
Graphic designers who specialize in publications work with editors and publishers to create layouts with carefully selected typography and accompanying artwork, including photography, graphics, and illustrations. Publication designers may work as freelancers, as members of creative agencies, or as part of a publishing company.
Examples of graphic design of publications:
-
- Books
-
- Newspapers
-
- Bulletins
-
- Directories
-
- Annual reports
-
- Magazines
- Catalogues
Publication designers must possess excellent communication, design and organizational skills. In addition to graphic design experience, they need to understand color management, printing and digital publishing.
5. Graphic design of packaging
Most products require some form of packaging to protect them and prepare them for storage, distribution and sale. But packaging design can also communicate directly with consumers, making it a valuable marketing tool. Every box, bottle and bag, every can, container or jar is an opportunity to tell a brand story.
Packaging designers create concepts, develop mock-ups and create print-ready files for a product. This requires expert knowledge of printing processes and a thorough understanding of industrial design and manufacturing. Because packaging design touches on so many disciplines, it is not uncommon for designers to find themselves creating other assets for a product such as photography, illustrations and visual identity.
Packaging designers can be commercial geniuses or specialize in a specific type of packaging (such as labels or beverage cans) or in a specific industry (such as food or children’s toys). Their work requires first-class conceptual and problem-solving skills, as well as a solid working knowledge of printing and industrial design. They must be flexible to meet the demands of customers, marketers and manufacturers and be aware of current trends.
6. Motion graphic design
In short, they are moving graphics. This can include animation, audio, typography, images, video and other effects used in online media, television and film. The popularity of the medium has skyrocketed in recent years as technology has improved and video content has become king.
“Motion graphics designer” is a somewhat new specialty for designers. Formally reserved for television and film, technological advances have reduced production time and costs, making art more accessible and affordable. Now, motion graphics can be found on all digital platforms, which has created all sorts of new areas and opportunities.
Examples of graphic design in motion:
-
- Sequences of titles and final credits
-
- Adverts
-
- Animated logos
-
- Presentations
-
- Promotional Videos
-
- Tutorial videos
-
- Websites
-
- Applications
-
- Video games
-
- Banners
- MIC
Motion Graphics designers start by developing storyboards and then bring their concepts to life with animation, video and traditional art. Depending on the industry, a strong knowledge of marketing, coding and 3D modeling can be a definite asset.
7. Environmental graphic design
Environmental graphic design visually connects people to places to enhance their overall experience by making spaces more memorable, interesting, informative or easy to navigate.
Examples of environmental graphic design:
-
- Signalization
-
- Wall Murals
-
- Museum Exhibitions
-
- Office Marks
-
- Navigation on public transport
-
- Retail store interiors
-
- Stadium Marking
- Event and conference spaces
Wayfinding is a specific type of environmental graphic design that consists of strategic signage, landmarks and visual cues that help people identify where they are and where they need to go so they can get there without confusion.
Environmental graphic design is a multidisciplinary studio that merges graphic, architectural, interior, landscape and industrial design. Designers collaborate with people in any of these fields to plan and implement their designs. Therefore, designers usually have training and experience in both graphic design and architecture. They must be familiar with industrial design concepts and be able to read and draw architectural plans.
Traditionally, environmental graphic design has produced static print pieces, but digital interactive displays continue to gain popularity as a means of creating a more engaging experience.
8. Art and illustration for graphic design
Graphic art and illustration are often seen as the same as graphic design, however, each is very different. Designers create compositions to communicate and solve problems, graphic artists and illustrators create original works of art. Their art takes many forms, from fine art to decoration to story illustration.
Although graphic art and illustration are not technically types of graphic design, so much is created for commercial use within the context of graphic design that one cannot speak of one without the other.
Examples of art and illustration for graphic design
-
- T-shirt design
-
- Graphic patterns for textiles
-
- Motion Graphics
-
- Archival images
-
- Graphic novels
-
- Video games
-
- Websites
-
- Comics
-
- Album Art
-
- Book covers
-
- Illustrated books
-
- Computer graphics
-
- Technical illustration
- Conceptual Art
Graphic artists use any combination of media and techniques to create their work while collaborating with writers, editors, managers, marketers and art directors in all types of graphic design. They often have a background in fine art, animation or architecture. The overlap of skills and applications makes it possible to find graphic designers who also work as graphic artists and illustrators (and vice versa).
