Introduction
Graphic design is all around us. From the labels of the products we buy to the icons of the applications we constantly interact with, it dictates the visuals of our day-to-day reality. You may be surprised to learn that graphic design is a vast field, with many categories and varieties of designs for various uses and aesthetic sensibilities. This post will seek to discover the different facets of the graphic design field and how it touches our lives unknowingly.
This will be especially useful if you are a student interested in the design profession, a business person who wants to know more about design or simply someone who wants to know how the graphic design world works. Let’s look into what makes each type unique, where you can observe it in practice, and throw in a few examples to make it even more informative.
Well, here is a brief glimpse into the art of graphic design that is as diverse and unique as the world we live in, and the types of graphic designing each with their own characteristics.
Types of Graphic Design
1. Visual Identity Design
Now, imagine some of your favorite brands. What comes to mind? Most likely, you are thinking of their logo, colors, or general appearance, which is what visual identity graphic design entails. The idea is to ensure harmony in how a particular brand looks in all its related products.
Take Apple, for example. Their emblem is a straightforward apple, the fonts are clear and readable, and the shades are kept to a minimum. It establishes credibility and is one of the factors that make their products easily distinguishable from the rest.
Visual identity designers work on:
- Logos
- Business cards
- Letterheads
- Brand guidelines
One more classic example is Airbnb’s redesign in 2014. They created a new logo—the “Bélo” symbol, which is a combination of a heart, a place symbol, and the letter A. Also, the color palette and typography were distinctive and changed Airbnb’s image from the initial startup to the worldwide hospitality service.
2. Marketing and Advertising Designing
Have you ever been barrelled over by a thought-provoking billboard, or been unable to let your fingers slip past an appealing social media advertisement? That is the beauty of graphic design in marketing and advertising. This is because these designers make visuals that can be easily noticed and one is able to understand the intended message at first glance.
Marketing graphic designers work on:
- Flyers and brochures
- Social media graphics
- Posters
- Digital banners
A classic example to demonstrate this is the ‘Share a Coke’ campaign. Instead of using the Coca Cola logo, they wrote the popular names and phrases and related themselves to the consumers in a way that increased sales and social media presence. This demonstrated how a great idea could be as simple as changing the graphics on a package and observing the dramatic results.
3. User Interface (UI) Design
UI design is more relevant now than ever before especially because almost everything is digitized. It is all about designing neat, elegant and uncluttered environments for websites, applications and computer programs. Effective design of the UI has to ensure that interacting with any technology – be it a software, a mobile application, or even a smart home device – should be intuitive.
UI designers focus on:
- Website layouts
- App interfaces
- Game menus
- Interactive elements
Let’s consider Headspace, an app that offers guided meditation. Their interface indeed employs soft colours, playful illustrations, and simple animations to evoke a sense of calmness. Such approach makes users feel comfortable, which is essential for an application aimed at users’ mental health.
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4. Publication Design
Whether it is a magazine or an electronic book, publication design adds life to all the written documents. The designers possess craftsmanship of how they place text, images and artworks to come up with pleasing aesthetics and good readability.
Publication designers work on:
- Books
- Magazines
- Newspapers
- Digital publications
When it comes to publication design, National Geographic is just unbeatable. With their daring covers and layouts, and the narrow yellow border that surrounds their logos, their magazines are now coveted. Even in the digital age, they have been able to adopt this style to their website and other apps, keeping their branding consistent.
5. Packaging Design
Packaging design can be defined as being the intersection between functionality and art. It has to guard the product, give information, and grab the attention of the potential buyer. A good packaging can even go as far as becoming part of the product’s use experience.
Packaging designers create:
- Product boxes
- Labels
- Food wrappers
- Shopping bags
Amongst such product packaging, Method cleaning products may be ranked as a good example of innovative packaging design. Their bottles are brightly colored and designed with ergonomics in mind making them eye-catching when placed in stores and at homes. This design approach was crucial in the change of cleaning products from something one hides under the sink to an item that one displays proudly.
6. Motion Graphic Design
Well, like any other visual content, as the popularity of videos increase, so does motion graphic designing. This dynamic field draws static designs and makes them look alive through features such as animation.
Motion graphics are used in:
- A video intro and outro
- Animated logos
- Explainer videos
- TV graphics
Another well-developed branch of motion graphics is the opening credits of Marvel movies. How the Marvel logo spins through the pages of a comic and reveals some superheroes prepares the viewer for the great stories to come.
7. Environmental Graphic Design
It defines the physical environment we are in, assists in orientation and contributes to aesthetic experience of the environment. It combines elements of graphic design, architecture and industrial design.
Environmental graphic design types includes:
- Wayfinding systems
- Interactive displays
- Public art installations
- Retail space design
One of the most powerful examples of environmental graphic designs is the London Underground map. Though the map may not be geographically correct, the clear and color coded map enables millions of people to get through a complex transit system.
8. Art and Illustration for Graphic Design
Even though graphics design is not the same as illustration, custom artwork and illustration are great additions to many design projects. Of course, this personal, handcrafted appeal can assist brands with breaking through the noise in a heavily digital space.
Illustration is used in:
- Book covers
- Product packaging
- Advertising campaigns
- Brand mascots
A good example of this is the illustrations that are used by Mailchimp; very colorful and playful which are part of their branding. The rough large strokes and uneven lines give friendly and inviting touch to what may be a rather unexciting subject – email marketing software.
9. Information Graphic Design
In today’s knowledge-based economy, skill of information visualization is precious. Data journalists and analysts, who are also called information designers, convert mundane data and statistics into visually appealing narratives.
Information design is used for:
- Infographics
- Annual reports
- Weather maps
- Scientific posters
The New York Times is known to make beautiful graphics to illustrate the data stories in their paper or on their website. For instance, their live COVID-19 tracking map provided readers with detailed information about the spread of the virus in a comprehensible manner.
10. Corporate Graphic Design
Although it may not be as glamorous as web or logo design, corporate graphic design is highly important in business interaction processes. This enables companies to present information in a professional manner and in a manner that is consistent with the firm’s style.
Corporate designers work on:
- Annual reports
- Investor presentations
- Internal newsletters
- Corporate brochures
Google’s official business graphic design can be characterized as rather business-like while still reflecting the company’s cheerful mascot. For example, their annual diversity reports are clear, with simple charts and illustrations that are accompanied by the company’s bright colors.
Conclusion
So, while concluding our discussion of the various types of graphic design, it is evident that this profession is vast and dynamic. Pop culture and technological advancements have always dictated the evolution of design as a profession and the ideas presented by designers.
For instance, emerging technologies such as augmented reality (AR) are expanding the horizons of interactive packaging design. Think about it, how cool would it be if you can point your android phone towards a cereal box and it plays games, or provides nutrition facts.
Sustainability is another large concept that is playing out across all the fields of design. Designers are waking up to the challenges posed by environmental degradation: some are looking for environmentally friendly packaging material; others strive to create web-products which do not use too much power.
Graphic design indeed occupies a large and diverse area of modern society’s visual experience. Whether you are a businessman seeking talent, an aspiring designer, or a layman who appreciates the designs out there, these different types could offer a different perception.
Next time you’re salivating over a thin, clean logo, using navigation designs in a city you’ve never been to before, or flipping through pages of a glossy magazine, remember there’s lots of creative design behind it. This is what makes graphic design so much alluring and impressive!
FAQs:
1. What are the main types of graphic design?
The main types of graphic design include:
- Visual identity design
- Marketing and advertising design
- User Interface (UI) design
- Publication design
- Packaging design
- Motion graphics design
- Environmental design
- Art and illustration for design
- Information design
- Corporate design
Each type focuses on different aspects of visual communication and serves specific purposes in various industries.
2. Which type of graphic design is most in demand?
Currently, User Interface (UI) design and digital marketing design are highly in demand due to the growing importance of digital platforms. However, demand can vary based on industry trends and location. Visual identity design also remains consistently popular as businesses always need branding services.
3. What’s the difference between graphic design and illustration?
Graphic design focuses on communicating messages visually using various elements like typography, images, and layouts. On the other hand, illustration involves creating original artwork, often by hand or digitally. While illustration can be a part of graphic design, not all graphic design involves custom illustration. Many graphic designers use pre-existing images or create designs without illustrations.
4. Do I need different software for different types of graphic designing?
While there’s some overlap, different types of graphic design often require specialized software:
- Visual identity and print design: Adobe Illustrator, InDesign
- UI design: Sketch, Figma, Adobe XD
- Motion graphics: Adobe After Effects, Cinema 4D
- 3D design: Blender, Maya
- Photo editing: Adobe Photoshop
However, many designers use a combination of tools. It’s more important to understand design principles, be willing to learn the latest software and stay on trend as per the project’s requirements.
5. Do I need different designers for different types of graphic designing?
The project and the designer’s level of experience will determine this. Many graphic designers are versatile and have the ability to deal with many formats. However certain fields, like motion graphics or UI design, often require specialized knowledge.
Hiring specialists might be beneficial for complex projects or when unique expertise is required. For smaller companies or comparatively easier projects, an all-around graphic designer can handle a range of design tasks with ease.
6. What’s the importance of branding in graphic design?
Branding is crucial in graphic design as it helps create a consistent and recognizable identity for a company or product. It goes beyond just creating a logo to encompass the entire visual language of a brand, including color schemes, typography, and imagery. Effective branding through graphic design helps:
- Build brand recognition and recall
- Communicate a company’s values and personality
- Differentiate from competitors
- Create emotional connections with customers
- Maintain consistency across various marketing materials
A strong brand identity, achieved through thoughtful graphic design, can significantly impact a company’s success in the market.
