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Three types of graphic design

1. Visual identity

The relationship between a company / organization and its audience is known as branding. Brand identity is the way an organization conveys its personality, essence and tone, as well as its emotions, experiences and memories. Similarly, graphic design of visual identity is the visual element of brand identity that acts as the face of a brand. It can convey such intangible properties through images, colors and shapes.

Graphic designers for visual identity work with brand actors to design logos, color palettes, typography and image libraries that represent the personality of the brand. In addition to creating regular business cards and stationary companies, designers usually create guidelines for visual brands (style guides) that contain best practices and examples of visual branding in various media. These guidelines help ensure brand consistency in future applications.

2. Marketing and advertising

Graphic design for the majority of people represents the designs for marketing and advertising. Companies rely on the best marketing efforts to influence the decision-making process of their target group. Effective marketing enables people to engage based on their needs, desires, awareness and satisfaction of a product, service or brand. Since visual content is more attractive to people, graphic design helps companies / organizations communicate more effectively and promote themselves.

Marketing designers work with business owners, managers, directors, and marketing professionals to develop marketing strategy resources. Some work as a freelancer, while others work as part of an internal team or a creative group. Other designers specialize in a particular type of media, such as magazine ads and vehicle packaging, or create a variety of collateral for print and digital. They used to focus on printing, but their role has evolved to add more digital assets to be used especially for content marketing.

3. User interface

User interface or user interface is the way in which users interact with a device or an app. UI design is the process of designing interfaces to be easy to use and provide a great user-friendly experience.

A user interface contains everything a user interacts with – such as a keyboard, mouse, and screen. Regarding graphic design, however, the focus of UI design is on the visual experience of the user and the design of graphic elements such as buttons, menus and micro-interactions. It is the job of a UI designer to strike a balance between aesthetics and technical functionality.

UI designers work on mobile apps, desktop apps, websites and games. They work hand in hand with user experience (UX) designers, designers (who know how the app works), and UI developers who write the code to make it work.

4. Publication

Long-form publications communicate with viewers through public distribution. They used to be print media such as books, magazines, newspapers and catalogs, but digital publishing has grown significantly in recent decades.

Graphic designers who specialize in publications coordinate layouts with publishers and publishers to create carefully selected typographies and accompanying artworks such as graphics, illustrations, and photographs. Publication designers can either work as a freelancer, member of a creative agency, or part of a publisher.

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