Graphic Design
For most people, graphic design is all about artistic advertisements, catchy graphics on websites,
and beautifully arranged magazine spreads. However, it goes beyond that. It also includes logos,
signs, website layouts, posters, infographics, product labels, mobile apps, book covers and
software interfaces. In short, it is the use of visual compositions to communicate to different
audiences. It helps solve different communication problems that an organization may have.
The different types of graphic design often overlap. However, they all require specific skills and
design techniques. Thus, most designers focus on becoming experts in one type. Some may
however develop a range of skills to allow them to work with different but similar types of
design. In an ever-changing industry, it is important for aspiring designers and those seeking
design services to understand the different types of design and what they entail. That would be
key to getting the right solution for the different problems you may face.
Importance of Graphics

Graphics enhance the connection with your audience. Through an outlay of typography and
pictures, you are able to create an alluring visual presentation of your idea. It helps you
communicate your message clearly to the audience. Many organizations use graphics to market
and promote their products and brands. By creating catchy advertisements, they are able to get
the attention of their target audience, allowing them to engage in an effective manner.
Well-designed websites also play a big role in promotions. Good interfaces allow users to
internalize and digest the information in an easy and comprehensible way. The use of
infographics provides deeper information on different aspects of a business, allowing the
audience to understand the information better. In general, graphics helps shape the perceptions of
the target audience.
The Basics of Design

Understanding design requires a comprehension of its principles and elements. Designers use the
different elements in different ways to create designs that are visually striking and impactful.
They can fuse the elements or contrast them while developing their ideas. The following are the
elements that designers use in their works.
• Form
• Shape
• Space
• Texture
• Color
• Line
• Size
In creating their work, designers also adhere to some principles that help them achieve

effectiveness in their work. The principles guide them in creating designs with great balance and
stability. The balance and stability enhance effective communication. A deep understanding of
the principles of design helps designers create compelling pieces of work that are effective in
their objective to communicate to the target audience. The principles include
• Balance
• Rhythm
• Contrast
• Proportion
• Movement
• Emphasis
Types of Design

The field of design has evolved a lot over the years. Several decades ago, the definition generally
revolved around print media such as magazines and posters. Today, the term encompasses
several other categories including web design, animation, and motion graphics. Different
individuals and organizations would be interested in different forms and types of graphics
depending on their specific needs. It is therefore very important to understand the different types
of design in order to know the right skill set to look for the job.
Visual Identity Design

Different organizations employ different tools to create and develop their reputation. As they
build their reputation, they need tools that will help their customers to connect with them.
Branding is one of the most important tools for any organization in establishing and maintaining
their relationship with clients and customers. Through brand identity, an organization would be
able to communicate its culture, personality, emotions, and experiences. Visual identity design
helps organizations use the visual elements of their brand identity to communicate its qualities.
Assets such as logos, image libraries, color palettes, and typography are an important part of this
type of design as they help communicate an organization’s brand. Business cards and corporate
stationary are some of the products in this category.
Marketing and Advertising Design

This is perhaps the most common form of design. Many people are familiar with it as it is the
most used and the most identifiable. Effective marketing campaigns influence the customers’
decision-making. They tap into the needs, wants, and awareness of the target audience. They
provide information on the reliability, relevance, suitability, and effectiveness of products to the
problems that customers want to solve. Visual content is more effective in shaping customer
perceptions as most people find it to be more engaging. Thus, most organizations use graphics as
a tool in their marketing and advertising campaigns.
Marketing designers help companies develop effective marketing strategies. They apply their

creativity to a range of marketing solutions through print and digital avenues. Some of the
products under this category of design include poster, banners and billboards, vehicle wraps,
PowerPoint presentations, postcards and flyers, signage and trade show displays, magazine and
newspaper ads, brochures, social media ads menus, and infographics.
User Interface Design

Users of applications desire a good experience when using them. Thus, having a good interface
is key to enhancing the interaction of the users with the app. User interface design ensures that
apps provide a user-friendly experience. The users need to interact with the features of the app
with ease. Poor graphic in an app would lead to poor user experience. That would lead to users
abandoning it for other alternatives. A designer needs to create a good balance between the
functionality of the app and the aesthetic appeal. Some of the products under user interface
design include game interfaces, web page design, app design, and theme design.
Publication Design

This is one form of classic design. It involves creating content for directories, magazines, books,
catalogs, and newspapers. In recent times, digital publishing has also emerged as a form of
publication design. Designers in this field create layouts for content, using the most effective
typography, illustrations, and graphics for each target audience. Communication, layout, and
organizational skills are very important in publication design.
Packaging Design

The packaging of a product can be a good avenue for a company to market its brand. Since most
products require packaging, creating good graphics for the packaging material helps an
organization communicate its brand to its customers. Whether it is a bottle, can, box, canister, or
bag, the packaging of a product allows you to tell the story of your brand in an effective way.
Through photography, illustrations and visual identity, packaging designers create concepts that
can sell a product through packaging material.
Motion Design

In the modern era of digital transformation, motion graphics are becoming one of the most
common phenomena. image, animation, and video content in online media, film and television
continue to grow in popularity today. A motion graphics designer creates animated content for
TV, film, and online media. Some of the products include title sequences and end credits,
animated logos, promotional videos, websites, trailers, advertisements, GIFs, tutorial videos, and
apps. Content for most motion graphic work has a story line. The designers build the content
based on the story to be told.

Environmental Graphics

The goal of environmental graphics is to create a visually compelling experience that would be
memorable. The designers aim to create interesting, memorable, and informative content that
make places easy to navigate. Some of their products include signage, office branding, retail
store interiors, wall murals, event and conference spaces, and museum exhibitions.
There is a wide range of designs in the field of graphics. The main goal is to communicate
effectively to the target audience. Understanding the different types of designs is important to
finding the right skill set for a specific job. When seeking professional design services, you need
to understand the problem you want to solve and the specific type of designer you need. With
good use of graphics, you can enhance your brand and product awareness to a very high level.