A graphic designer solves communication problems. Before anything looks good, a designer works out who the audience is, what they need to understand and how best to reach them. Then the work turns creative (concepts, typography, colour, imagery) and finally technical, preparing files that print, display and scale correctly. So what does a graphic designer do? All three, and the logo is only a small part of it.
What does a graphic designer do day to day?
After more than 25 years of running PinkDog Designs, I'd describe the job as three kinds of work that overlap all the time.
Strategic work. I listen, ask questions and research the audience. I define the problem before I try to solve it.
Creative work. I develop concepts, choose typefaces, build colour palettes, art direct photography and illustrate where it helps.
Technical work. I prepare files for print, web, signage and everything in between, and I check proofs so the finished piece matches the plan.
Most clients only see the middle part. The first and third parts decide whether the work actually succeeds.
Why does strategy come before design?
A beautiful piece that speaks to the wrong people is a failure. Strategy is the step where a designer turns a vague request ("we need a new brochure") into a clear brief ("we need first-time visitors to understand three things in under a minute").
Good strategic questions include:
Who is this for? Not "everyone," but a specific person in a specific situation.
What should they do next? Call, visit, book, donate, or just remember you.
Where will they see it? On a phone, a highway sign, a shelf or a trail.
What do competitors look like? You can't stand apart from something you haven't looked at.
Having taught professional practices at Selkirk College, I'd say this is the habit most worth building. Skip the questions and you usually end up redoing the design later.
What creative skills does a graphic designer bring?
This is the part people picture: sketching, exploring and refining. It draws on skills that take years to build.
Typography. Choosing and setting type so it is readable and has the right tone. Spacing, hierarchy and line length matter as much as the typeface itself.
Colour. Building palettes that suit the brand, read well in different settings and hold up in print and on screen.
Layout and hierarchy. Deciding what people see first, second and third.
Imagery and illustration. Art directing photography or drawing what a photo can't show.
Concept development. Finding the idea that ties everything together, so the work feels intentional rather than decorated.
What technical work happens behind the scenes?
This is the least visible part of the job and the one that saves clients the most money. A file that looks fine on screen can print badly, pixelate on a sign or break on a website.
Print — CMYK colour, bleed, resolution, paper choice, press proofs
Web and digital — RGB colour, file size, responsive layouts, accessibility
Signage — Large-scale vectors, viewing distance, materials, weather
Embroidery and promo — Simplified artwork, limited colours, thread or vinyl limits
Knowing these limits at the start shapes better design decisions, rather than fixes at the end.
What this looks like in practice
My work for Parks Canada is a good example of all three kinds of work happening at once. Interpretive design has to be understood quickly, outdoors, by people of all ages, which makes the strategic thinking just as important as the visuals.
Closer to home, a transit identity like the Nelson Transit logo is the kind of mark that typically has to work on vehicles, stops, schedules and screens, often seen for a second or two by someone on the move.
What kinds of projects does a graphic designer work on?
The range is wider than most people expect. Over the years my studio has worked on:
Brand identities: logos, colour, type and style guides for businesses, municipalities and nonprofits
Publications: books, magazines, cookbooks and complex print projects
Environmental and interpretive design: signage, museum displays and public-facing spaces
Digital: websites, UX/UI and digital marketing
Illustration and art direction: commercial illustration, public art, educational materials and campaigns
Many designers specialize. Others, like me, work across disciplines, which helps when a brand needs to look consistent from a website to a trailhead sign.
Common mistakes when hiring or briefing a designer
Asking for a look instead of a result. "Make it pop" is hard to act on. "Make it readable from across the street" is easy.
Skipping the brief. Even a one-page summary of audience, goals, budget and deadline saves time and revisions.
Treating design as the last step. Bring a designer in early, before copy is final and the print date is booked.
Judging on screen only. Ask to see printed proofs or mock-ups for anything physical.
Choosing on price alone. A cheap file that can't be printed or scaled costs more in the end. (For what to look for instead, see how to choose a graphic designer.)
Frequently asked questions
What is the main job of a graphic designer?
The main job of a graphic designer is to communicate a message clearly to a specific audience using type, images, colour and layout. Making something attractive is part of that, but the real goal is that people understand it, remember it and act on it.
Is a graphic designer the same as a web designer?
Not always. Many graphic designers also design websites, but web design adds its own skills, such as user experience, navigation and responsive layouts. If you need both, ask a designer to show you web projects specifically, not just print work.
Do graphic designers write the copy too?
Some do, and most will help shape headlines and structure. For longer pieces, a designer usually works alongside a writer or with text you supply. Either way, design and words work best when they are planned together from the start.
Can I hire a graphic designer in Nelson, BC for a small project?
Yes. Many independent designers in Nelson and the Kootenays take on small projects such as a single poster, business card or menu, as well as larger brand work. Ask about minimum project sizes during your first conversation.
About the author: Nichola Lytle has run PinkDog Designs in Nelson, BC since 2001, designing brands, publications, signage and digital work for clients across the Kootenays and British Columbia, and has taught identity, typography and publication design at Selkirk College.
If you're trying to work out what kind of design help you need, I'm happy to talk it through. Have a look at my design services, or send me a note when you're ready.