Graphic Design

Graphic design is crucial to a company’s marketing strategy. It covers the logo, branding, packaging and advertising of a company, as well as the website and online presence, in a unified and easily identifiable manner. A good marketing strategy depends on good designs that people will remember and recognise, and in the modern media-heavy world the role of the graphic designer continues to be an important one.

The history of graphic design is closely tied to the history of various practical processes, from printmakers and typesetters to modern computer programmers. The key is getting the right design onto the right medium in the right way, and the challenge for many graphic designers these days relates to generating easily recognisable and identifiable designs that translate across the multimedia platforms used to target an audience. For example, an advert in a magazine needs to be different to an advert on a website, or on a Facebook page side bar for example, due to the constraints of size and the amount of time people spend looking at it. However, it has to be recognisably the same company, with the same features. Colours are important, or a particular style, such as the cartoonish Red Bull characters or the utilising of a famous face such as Andy McDowell or Cheryl Tweedy for the L’Oreal campaign. The challenge for the graphic designer when using a famous face, however, is to ensure that it is not just the famous face that is being resold with the advert, but the company product.

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