Our five-pronged approach focuses on your individual strengths to develop your unique qualities towards making you an exemplary pi- designer.
Rwituja Gomes Mukherjee
Images…words…ideas. The traditional role of Graphic Design has been to improve the visual appearance and function of messages and information effectively conveys this information to an audience. If this design domain interests you, then here’s a checklist of the 10 questions to ask yourself before studying it.
It is the craft of creating visual content to communicate messages. Applying visual hierarchy and page layout techniques, graphic designers use typography, photography, icons, symbols and illustrations amongst others to meet users’ specific needs to optimize the user experience. Considered as a subset of communication design it covers a wide range from social communication to corporate communication, branding etc. Well-designed graphics enable its creators to boost sales, expand scalability, establish their name, earn goodwill in the market and thereby maximizing profitability.
The Graphic Design industry is constantly shifting due to constantly evolving technology and changes in the business environment. The India Design Report, states that with the growth in services like printing, advertising, book publishing, film, FMCG, consumer durables, etc, this industry is expected to continue growing exponentially and the manpower requirement is estimated to be around ten thousand designers per annum.
Graphic Designing is a core aspect of both the global and local design culture. It’s influence cuts across industries and forms the underlying foundation of all communication, marketing activities and branding initiatives. Thus, the potential audience for Graphic Design is vast and it’s reach can be predicted based on the fact that digital advertising is on the rise. It is estimated that by 2023 there will be over 660 million internet users in Indiaand by 2021, the Indian media and entertainment industry will reach ₹2.35 trillion.
Graphic Design plays a significant role in the current competitive business environment. The need for effective communication with the target audience and market, positioning amidst competition puts itin great demand. Clever, unique and thoughtfully created graphics can increase sales as it has the power to attract attention, emphasize on quality and encourage brand recall and loyalty. It’s a great way to earn trust and goodwill.
According to India, by Design: Perspectives, Trends & Practices 2019 report, the importance of good design calls fora clear understanding of what the customer needs and what is vital for business success. In the past, the practice of design-focused mainly on the aspect of creating desirability. However, now, good design exists at the intersection of customer delight, business viability, and technical feasibility.
From amidst the multitude of design careers to choose from, some reasons why graphic design is a wise career choice
A graphic designer role is very diverse. No matter what your business is, be it fashion, a start-up or a medical firm, everyone and anyone needs a graphic designer to add value to their business starting from branding to creating posters, brochures, websites, ads, promotional films, packaging or any other. One must address newer challenges, solve unforeseen problems, add value and create clever communication that is both unique and targeted.
Professionalism is enhanced by working seamlessly in a creative team or collaborating closely with industry professionals, clients, PR professionals, copywriters, marketers, advertisers and senior management. Feedback and constructive criticism influences the design process and end product. Ability to see the big picture, you need to have a strong interpersonal relationship and business acumen to set you apart.
The world around is rapidly changing and therefore calls for continuously upgrading knowledge and new techniques and technologies by upskilling to software tools is a bonus. Time management especially in terms of turn-around time, adhering to deadlines helps build confidence amongst the stakeholders and portrays commitment. It’s also advantageous to keep abreast with industry trends and key influencers in the industry.
The typical career path can begin as a junior graphic designer at a creative agency or an in-house design team at an organization. This can lead to becoming mid-level to senior designer, project lead, art director, creative director and beyond. You can become an entrepreneur and set-up your own business when they’ve gained sufficient work experience or freelance in various areas creating a diverse portfolio. What will set you apart is your area of specialization because that expertise will always keep you in demand. But because the industry is constantly changing, designers can adapt and become lifelong learners so they can change or add specializations throughout their careers.
Your work will include designing editorials, designing book covers, print and publication, big print items such as posters and billboards, icons and pictograms, illustration, brand strategy and identity, advertising, packaging, information, UI/UX design, interface graphics and elements, web, motion, animation, environmental graphics, way finding and signage systems across both print and digital platforms.
Experienced designers can also look at sharing their experience and knowledge taking up teaching in schools and mentoring college students, specialist education and training facilities.
One’s earning potential is dependent on portfolio and skill set. Other factors are the industry that you work in, type of employment, years of experience, area of specialization and expertise.
According to PayScale
Graphic Design is taught in many specialised educational institutions and training schools. One can pursue the same either online or offline. Online courses usually range from 3 months (full-time) to 9 months (part-time). Many students and working professionals find them useful. Offline courses are for 3 years and can potentially give one an edge in the professional world. Some also develop their software skills by watching free YouTube videos.
Good design is good business and that’s why to gain a professional advantage it’s imperative to learn graphic design from a reputed educational institution like the Indian Institute of Art and Design (IIAD).
IIAD believes in nurturing individualistic streak in all students and encourages a culture of 'learning by doing', which enables and challenges them to develop and evolve their creative process. This is further enhanced by following a 'project-based learning approach’ rather than a purely theoretical one. They do not offer separate specializations but instead expose students to all the fields that fall within this domain. This makes the students multidisciplinary thinkers and broadens their horizon. However, students can position themselves as specialists in the desired field through a careful selection of their projects, and collaboration between staff and students. Students learn in a studio environment which forms the fulcrum around which the entire teaching-learning philosophy is based.
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