Graphic Design
Graphic designers produce design solutions to communicate client messages with high visual impact. Graphic design solutions are required for a huge variety of products and activities, such as websites, advertising, books, magazines, posters, computer games, product packaging, exhibitions and displays, corporate communications and corporate identity (e.g. giving organisations a visual 'brand').
A graphic designer works to a brief agreed with the client or account manager. They develop creative ideas and concepts choosing the appropriate media and style to meet the client's objectives.
The work demands creative flair, up-to-date knowledge of industry software and a professional approach to time, costs and deadlines.
- meeting clients or account managers to discuss the business objectives and requirements of the job;
- interpreting the client's business needs and developing a concept to suit their purpose;
- estimating the time required to complete the work and providing quotes for clients;
- developing design briefs by gathering information and data through research;
- thinking creatively to produce new ideas and concepts;
- using innovation to redefine a design brief within the constraints of cost and time;
- presenting finalised ideas and concepts to clients or account managers;
- working with a wide range of media, including photography and computer-aided design (CAD);
- proofreading to produce accurate and high-quality work;
- contributing ideas and design artwork to the overall brief;
- demonstrating illustrative skills with rough sketches;
- keeping abreast of emerging technologies in new media (particularly design programs such as Quark Xpress, FreeHand, Illustrator, Photoshop, 3D Studio, Acrobat, Director, Dreamweaver and Flash) as most graphic design work is now completed on a computer;
- working as part of a team with printers, copywriters, photographers, other designers, account executives, web developers and marketing specialists.
The factors of this job suit me down to ground obviously its long working hours but the rewards are great looking at the market I would like to climb a little higher on the ladder but as a starting point working as a part of a well oiled design team seems to be something I could do. I would worry about the pressure of keeping up with new technologies however with research and techniques learnt from college I would hope to keep up with this.
Advertising
The advertising, marketing and public relations (PR) industry involves market research, product/brand development, promotion, media relations, reputation management, public affairs, direct marketing, and sponsorship.
Advertising is a creative and fast-paced industry that uses paid-for space in various media outlets to motivate people to buy products and services or change their attitudes.
Marketing is broadly concerned with promoting and selling products and services as well as changing people’s attitudes. Direct marketing is a sub-discipline of marketing which aims to establish a personalised relationship with consumers via direct mail, telemarketing or personalised e-marketing.
PR involves the management of reputation, with the objective of earning understanding and support, as well as influencing opinion and behaviour. The work often includes generating third-party endorsement of opinion formers such as politicians and celebrities.
In all three industries, graduates need to be excellent communicators, with strong organisational skills and a creative flair.
Currently, the industry is recording budget cuts at a slower rate than in 2008 and showing possible early signs of recovery from the recession with over 30% of marketing companies - including advertising and PR - reporting improved financial performance in the second quarter of 2009 (Q2 2009 Bellwether Report, 2009).
What kind of work can I do?
Advertising
Professionals are often employed in agencies. These agencies can either be specialist (e.g. media buying or digital/online) or full-service agencies. The industry trend is towards full-service agencies which bring specialists from different disciplines (e.g. advertising, digital, design, branding, direct marketing and PR) together. The work often includes:
- creating and managing integrated advertising campaigns;
- client and supplier liaison;
- planning, research and evaluation;
- new business development.
Marketing
Many roles are ‘in-house’ and will, therefore, exclusively deal with one organisation’s marketing - usually incorporating advertising and sometimes PR. The work includes:
- planning;
- promotion;
- media relations;
- product development;
- sponsorship;
- market research.
Promotion and product development are areas I would really like to work in the competiveness of the job would keep me on my toes as I really want to be challenged in my role as a graphic designer. Although I am not as interested in the market research areas I could develop these through reading and looking at contemporary areas of the market.
Publishing
The publishing industry in the UK is vast. It produces printed and digital information for individuals and businesses. This information can come in the form of books, magazines, journals, newspapers, databases, directories and electronic media.
The general or consumer book sector provides mass-market paperbacks, adult fiction and non-fiction, children’s books, audio books, illustrated or reference books.
The sector has some areas of decline and some growth areas. The Internet and other digital channels have altered the landscape of much of the industry.
For graduates, industry knowledge, training and work experience are key to finding work in the publishing industry.
What kind of work can I do?
There are many kinds of work within publishing companies. Each company usually has a department which is responsible for a specific process. Areas of work can therefore be technical, creative or administrative.
For example, in book publishing, work is available in:
- administration (including IT and finance);
- contracts and rights (legal) - typically this will involve negotiating copyright and licensing agreements and contracts between authors, publishers and broadcasters;
- distribution and sales;
- editorial - commissioning authors and writers, copy-editing, proofreading; responsible for overall content of the finished product;
- marketing and publicity - including PR, events and promotions;
- production and design - ensuring the product is produced on time and within budget; responsibility for the visual look of the book, magazine or journal.
Magazines and journals may also have work in:
- circulation and subscriptions;
- advertising - a crucial source of revenue.
Newspapers and magazines consist of departments that are broadly similar to those in book publishing. The major difference is that book publishers buy content from authors, whereas newspapers and magazines will mainly employ journalists in-house to write articles.
News agencies supply articles to magazines and newspapers and will employ writers, photographers and editorial staff.
Editorial design is an area I am most interested in working I am trying to develop my knowledge in this area although I have a long way to go this area is one that I would like to base my work based learning around. I am most interested in layouts and understand the fast workflow involved in this sector although as I am looking for a challenge this would really suit me.
