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Art and Design
Graphic Design
Graphics can cover anything from book illustration, which is almost fine art, through advertising and packaging to the detailed accuracy of the technical illustrator. The range of the designer's work has increased gready with the development of the advertising industry, the media and the importance given to company image and style.
Graphic design includes . . .
Typography
This is the art of using print in the most creative and effective way possible. The costs involved, methods of printing, style and how easy the words are to read all have to be considered. Typographers have a good command 'of English and can communicate well with clients. Typography is used in advertising, ackaging, TV and f1lms, signmaking and book design. Most of the work now involves computer design systems.
Illustration
This involves the preparation of drawings to illustrate books and other printed media. There are many specialisms within illustration. Fashion drawing is used to illustrate fashion magazines and articles on fashion in newspapers. A knowledge of fashion in architecture, furniture, interior decoration and clothing is needed. In book illustration, the artist must read the text carefully and get the feel of the book so that he or she can interpret the characters. Work with children's books, for example, requires an understanding of children, a fertile imagination, and, especially, the ability to draw figures and animals. Book-jacket design can be regarded as another specialism.
Other kinds of illustration are medicine (see later section), natural history, architectural subjects, still life, landscapes, historical subjects, greetings cards and for CD and tape packaging.
Technical Illustration
Technical illustrators produce detailed and accurate drawings for catalogues, manuals, textbooks and technical sales brochures. The work requires the ability to collect and use facts, and to have a good general knowledge of technology. The main subjects are medical, mechanical and architectural illustration, and technical graphics. Employment is in technical publications and industrial research, government information departments, publishing houses, advertising and publicity agents, filin and TV graphics and hospitals. Computers are used a great deal in technical illustration.
Lettering and Calligraphy
Lettering is used for maps, especially decorative maps, bookjackets, heraldry and illuminated addresses. There are very few openings in this field, but calligraphy may be studied within a few degree courses in graphic design.
Animation
Animated films are based on drawings or models which, when photographed, produce a three-dimensional impression of movement. Each photograph shows a small fraction of one whole action. Animation involves making finished drawings of backgrounds or settings with characters sketched in to show their position. Animators create the characters, each with its own personality, from the layout sketches. Tracers transfer drawings to transparent celluloid sheets, and painters color them. Then they are photographed. Computer graphics are increasingly used in animation.
Cartoons
There are three main types of cartoon - political cartoons in daily newspapers and weekly magazines, individual humorous cartoons for papers and periodicals, and strip cartoons for newspapers and comics. Most cartoonists are freelance. They just get paid for the cartoons they can sell to publishers.
Would I like it? Are you
- creative?
- good working in a team?
- able to come up with ideas quickly?
- able to use computers?
- able to express yourself in words as well as images?
EMPLOYMENT OPPORTUNITIES
Advertising
The advertising department of a large organisation will usually employ an art director who is the creator of ideas. Art directors (with copywriters) think of new themes and new approaches for clients. A basic knowledge of typography, illustration and photography is needed. The advertising industry is probably the largest single employer of graphic designers. The main employers are advertising agencies, companies with advertising and promotion departments, market research departments and newspapers/periodicals. There are also opportunities in freelance work. Many graphic designers are self-employed.
Packaging Design
Most goods have to be packaged, both as protection and to catch the eye of consumers. Examples include milk cartons, cosmetic containers, hi-fi, etc. The design of packaging has a close connection with advertising. The main employment outlets are specialist packaging agencies and packaging departments of advertising agencies or manufacturers. Packaging may well be included in general advertising work.
Printing and Publishing
In the printing and publishing industries, graphic designers work mostly as typographers or illustrators, with some in promotion departments producing leaflets and catalogues.
Television, films and visual aids
The titles, credits and trailers for television programmes and films are prepared wholly or partly by graphic designers. Much of the designer's work is in advertising films for TV and cinema. The preparation of visual aids for teaching and training includes films and videos, overhead projector slides, pictorial wall charts and spoken and visual material for teaching programmes. The main employment outlets are the BBC and commercial television companies, film companies and commercial video houses.
Sign Design
This industry has changed a lot due to the widespread use of acrylic plastic sheeting and illumination. Small firms still rely on the craft skills of the sign writer. Larger firms will have a design studio with several designers. The sign-designer must be expert in lettering and illustration and also have a knowledge of building construction (see later section).
EDUCATION AND TRAINING
Courses in various aspects of graphic design are offered at colleges and universities.
BTEC National Diploma/Advanced GNVQ courses
Three or four GCSEs at grade C are usually required and, of course, evidence of artistic ability. Pre-foundation (BTEC First/Intermediate GNVQ) courses are available for those without these qualifications. The National Diploma/Advanced GNVQ course lasts two years, and students can carry on for a further two years to take a Higher National Diploma.
Degree Courses
It is usually necessary to take a one-year foundation course at college before starting on a degree. This is to enable students to get experience in a wide range of techniques before committing themselves to a long course. For entry to a foundation course, students need at least five GCSEs at grade C and one A level, or other combinations. Entry tends to be competitive, and minimum qualifications may not be enough. A good portfolio of completed art work is also necessary. A BTEC National Diploma/ Advanced GNVQ may also be accepted for entry on a degree course, and occasionally students straight from an A level course are considered.
Adults may sometimes be accepted with just a very good portfolio of art work plus evidence of recent study.
