What a Designer Does

“Designers tell the story of a graphic designer trying to explain this job to a Grandmother. The designer shows Grandmother a recent project and says, “You were asking me about what I do, Grandmother. I’m a graphic designer, and I designed this.”

Pointing to the photograph in the design, the grandmother asks, “Did you draw that picture?”

“No, Grandmother, it’s a photograph. I didn’t draw it, but I planned it, chose the photographer, helped select the models, assisted in setting it up, art directed the shooting session, chose which shot to use, and cropped the picture.”

“Did you write what it says, then?”

“Well no,” the designer replies. “But I did brainstorm with the copywriter to develop the concept.”

“Oh, I see, then you did letter these big words?” asks the grandmother, pointing to the headline.

“Uh, no, a typesetter set the copywriter’s words in type, but I specified the typefaces and sizes to be used,” responded the designer.

“Well, did you draw this little picture down in the corner?”

“No, but I selected the illustrator, told her what needed to be drawn, and decided where to put it and how big to make it.”

“Oh, Well, did you draw this little, what do you call it, a trademark?”

“Uh, no. A design firm that specializes in visual identification programs designed it for the client.”

The grandmother is somewhat confused,” and is not alone. Most people do not know what the job of a graphic designer is.

To make it more confusing, graphic designers may also draw, illustrate, take photographs, design original fonts, create logos and trademarks and create visual identities for clients. They are creators and communicators.

“The graphic designer’s job is to combine graphic materials —words, pictures, and other graphic elements to construct a visual communications gestalt.”

Excerpt from Type and Image, The Language of Graphic Design by Philip B. Meggs

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So what do Designers actually do? What can you expect when working with a designer? Here is how the design process unfolds:

I. Planning and Preliminary Negotiations: Problem Definition

1. define the problem
2. research the market
3. select the designer
4. negotiate the contract
5. establish the work schedule

II. Pre-Visual Research and Analysis: Information Gathering

1. profile the client
2. collect existing materials
3. research subject
4. consult with client
5. edit research

III. Visual Conception: Idea Finding

1. brainstorm for ideas
2. analyze text for meaning
3. create thumbnail studies
4. edit thumbnails

IV. Comprehensive Layouts and Presentation: Solution Finding

1. refine thumbnails to roughs
2. refine roughs to comps
3. present comps to client
4. critique comps and make changes

V. Graphic Production: Implementation

1. commission images
2. assemble text and images
3. proof artwork and assembly
4. present proofs for client approval
5. supervise fabrication and delivery

Excerpt from The Principles of Graphic Design by Louis Ocepek