| Areas
of Specialization
Here is more information about some of the areas that
graphic designers focus.
Advertising
and marketing
Designers in this area work on the design and production
of marketing materials such as catalogues, direct marketing
pieces, advertising (for print, broadcast media, and
the Internet), promotion, and event marketing. The scope
of a designer's work may include creative development,
design, planning and production.
Corporate
communications & branding
A graphic identity, usually based on a logo, is the
visual representation of a brandís personality.
It should appear on
all materials associated with the brand. A design firm
may
also develop a graphic standards manual, which establishes
guidelines to maintain the consistency of the brandís
graphic identity. A corporate designer develops communications
pieces
for the customers, investors, donors, partners, and
employees
of corporations, non-profit organizations and government
departments. These pieces are developed following a
graphic standards manual created as part of the company
or brandís graphic identity
Editorial
design
An art director works closely with every member of a
project
team to ensure that the final product meets its communication
objectives and reflects the tone and manner established
by
the design/creative brief. Creative directors oversee
the general quality of all the creative work generated
by an agency or a design firm. Editorial designers work
in the publishing industry, designing books, magazines
and newspapers, creat-ing readable, well-organized pages
whose visual content reflects its textual content.
Three-dimensional
design
Environmental graphic designers plan, design and specify
sign systems and other forms of visual communications
in natural and constructed environments. These include
way finding systems, three-dimensional signs, exhibits
and trade-show booths, and point of purchase displays.
Packaging design can refer to items as diverse as the
paper that accompanies a compact disc or bottle that
contains perfume. Package designers develop packaging
that supports the brand of a product or company, communicates
its graphic identity and reflects the values and lifestyles
of the target customer.
Multimedia
design
Multimedia designers develop web sites, Intranets, CD-ROMs,
and specialized software. The must understand the technology
of new media, navigation mechanics, e-commerce, and
the
interrelationship of text, graphics, sound, video, animation,
and interactivity. Broadcast designers create the opening
titles and closing credits for television and movies
as well as other broadcast presentations such as corporate
and training videos.
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