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Basically, graphic designers create visual (graphic) solutions to improve the brand's communication with the target group through typography, images, colors and shapes. However, if they looked at the bigger picture, it would hardly be graphic design we could define it so simply, because it is constantly expanding and evolving. Therefore, there are basic types of graphic design that differ in approach, or way of thinking when creating graphic content. With this text, we will try to explain how to differentiate them and thus help you determine the designer or agency that will be most suitable for your next project.


Types of graphic design

If you were to skip the effective methods: "I know the right person for you!" different types of designs.


Logo design and visual identity

Design logo i visual identity we have already dealt with them as separate topics and these types imply the creation of a recognizable "signature" of the brand through images, shapes and colors, by which customers or clients will easily distinguish your brand from others.

The logo must be clear regardless of the size or distance from which it is viewed, and at the same time easy to remember.

Visual identity design is the creation of a set of guidelines on how a brand is presented and in which direction it will develop, without deviating from the basic idea. This type of design requires a sense of visual communication as well as conceptual and creative skills in working with vectors, ie vector graphics. Researching industries, organizations, trends and competitors provides essential information for further work.

various items of promotional material

Advertising (Marketing and advertising)

On the other hand, if by logo and visual identity design we mean mostly working with vector graphics, then we can freely say that designers who see their specialization in advertising mostly work with bitmaps. You can read more about the difference between vector graphics and bitmaps in the topic How to prepare for the press.

When creating content for marketing and advertising, designers mainly work with company owners and marketing professionals, in order to create a marketing strategy tool. Due to that, deadlines are often short, so less attention is paid to creative work, and much more to visual hierarchy and clarity.

a billboard in an underground passage with the inscription mockup

It happens that designers work on such projects as .-ri, but you will meet more often to perform as part of a creative team. In the past, designers mainly focused their promotion on print media such as billboards, posters, advertisements in newspapers or magazines and the like. However, more and more often, with the development of digital technologies, this branch has expanded to digital marketing, ie advertising via the Internet and social networks.


WEB design

Web design or as you can hear more and more often UX and UI design is the creation of content through which the user communicates with a device or application. The focus of this type of design is to create the interface so that website or make the application easy to use first of all.
Designers rely on user, visual experience and design graphic elements and their layout on the screen. Assignment websites the designer is to balance aesthetic appeal and technical functionality.

UI designers specialize in creating desktops, mobile applications and websites applications, but they also have to be team players because they mainly collaborate with UX designers who determine the functionality website-a or applications. That’s why people often don’t differentiate between UI and UX design.

Near graphics applications for UI and UX design they need knowledge of programming languages ​​such as HTML, CSS and JavaScript.

desk with monitor, table lamp, reminders, pens


Publications are traditionally print media. The design of publications is a classic and probably the oldest type of design, at least as far as books and newspapers are concerned, and later magazines and catalogs. However, with the development of digital technologies, graphic designers began to apply these techniques in digital publishing as well.

Graphic designers in publishing work with editors and publishing houses at the turn of the page and typography, while some more creative freedom includes photography, graphics and illustrations.


Packaging design

Packaging design communicates directly with consumers, and whether it is boxes, bottles, cans or bags, packaging is a marketing tool for the entire brand. In addition to being important to attract attention, packaging serves to protect the product and enable easier storage, distribution and sale.
Packaging designers are much more committed to creating concepts and layouts, so it’s no surprise the need for expertise prepress and a good understanding of industrial design and manufacturing. As this is a specific product of a brand, designers have the opportunity, not to mention forced, to create photographs, illustrations and visual identity related to that product.

the designer draws sketches of the packaging design

Graphic designers in this type of design are required to be flexible and accept the demands and trends of the market.

To conclude, graphic design is a growing area and new types of design are constantly evolving such as motion graphics and gaming industry. New technologies are opening new markets, which is why there is a growing demand for specialized and qualified designers.

Graphic design is a growing area and new types of designs are constantly being developed, such as motion graphics i gaming industry. New technologies are opening up new markets, which is why there is a growing demand for specialized and qualified designers.


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Made by Sava Spasic - Senior Graphic Designer @Digitizer

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