Where is graphic design used?

We encounter graphic design almost everywhere – and its applications are diverse. We find it in brand communication and branding, product packaging design, and, of course, web design. For the sake of clarity, these areas of application would be summarized in 10 areas in which graphic design plays a key role:

Branding & Visual Identity

Visual identity is about the visible representation of a company’s identity and character. Graphic design plays a crucial role in creating a strong brand. A “brand” describes the image and identity of a company—or its products. The brand—or “branding”—communicates the company’s values ​​and personality, including the emotions it is intended to evoke in its audience.

In the field of visual identity, graphic design is responsible for creating the visual aspects of a brand so that it is presented uniformly and consistently across all communication channels. Graphic designers who specialize in branding work closely with companies to understand their brand identity and develop visual concepts that authentically reflect that identity. This includes, for example, creating a style guide that serves as a visual guideline for the brand and defines basic design elements. These include typography, the color palette, logos and symbols, imagery, and other visual components used in various media—from print and websites to packaging and specific advertising campaigns.

In the area of ​​visual identity, the goal of graphic design is to create a unique, recognizable visual presence that strengthens the brand image among the target audience. The consistent use of visual elements achieves cohesive and professional branding. This promotes corporate communication, makes offers and products easier to understand, increases a company’s credibility and authenticity, and helps build trust.

This places special demands on graphic design. Graphic designers who work with branding and visual identity must develop a deep understanding of the respective brand and its values ​​– and be able to translate these into meaningful visual concepts. Creativity and in-depth knowledge of typography, color theory, and image composition are essential. Good communication skills are also required to collaborate effectively with the company and fully understand its requirements.

Graphic design is essential for companies to create a strong brand identity, to differentiate their offerings from those of the competition and to build an authentic, lasting connection with their target audience.

Graphic Design in Marketing & Advertising

Marketing and advertising involve the conception and design of campaigns to market products and services. Graphic design is responsible for creating visual elements that not only capture the viewer’s attention, but also, and most importantly, convey messages and foster a positive perception among the target audience.

Graphic design here includes, in particular, the design of advertisements and posters, banners, packaging or social media posts – always in close cooperation with advertising agencies or the marketing departments of companies.

Particularly important here is a detailed analysis of both the target audience and the immediate competition to identify opportunities to uniquely position the products and services being promoted. Based on the results of this analysis, graphic designers develop visual concepts that include the appropriate selection of colors, fonts, and images. The goal is to convey the brand message clearly and convincingly and to stimulate the desired behavior of the targeted customers in a convincing, authentic, and unobtrusive way.

The possibilities of graphic design in marketing and advertising are very diverse. They include…

• The design of posters and placards,
• The design of brochures or flyers,
• The creation of advertisements for print and online media,
• The design of advertising photos, graphics, and illustrations for websites and social media,
• The graphic design of product packaging,
• The design and implementation of vehicle lettering, signs, or window films,
• The design of trade fair stands, information materials, and giveaways,
• The creation of illustrations and infographics,

In the advertising field, successful graphic design requires a great deal of creativity, a keen sense of design history and current design trends, and a deep understanding of both the client and their target audience. Graphic designers must be able to develop creative concepts that are both aesthetically pleasing and effectively support the desired marketing goals.

Packaging Design

Graphic design also plays a key role in the design of product packaging. The goal here is to develop packaging designs that are both appealing and informative, unobtrusively placing the product at the center of the target audience’s attention. Packaging design fulfills several functions in this regard. Firstly, it must reflect the brand and its distinctive character to ensure consistent brand communication. Secondly, the packaging design must also contain all essential product information and highlight its advantages over other, comparable products.

In addition to primarily aesthetic requirements, packaging design must also meet important functional requirements. Depending on the product, features, or ingredients, instructions for use and other details must be clearly listed and visible. The design elements used—colors, fonts, symbols, and graphics—are designed to present this information clearly, understandably, and in a structured manner.

Graphic designers who specialize in packaging design must, in addition to purely creative tasks, also conduct target audience and market analyses and keep an eye on developments and current market trends in order to create a packaging design that is visually appealing, cost-effective, and commercially successful. Attractively designed packaging should arouse consumers’ interest, increase their curiosity, and encourage them to examine the product more closely and ultimately purchase it.

UX/UI – The Design of User Interfaces

A “user interface” is what you see when you use software, an app on your smartphone, or the functions of your car, for example. Graphic design plays a crucial role here, too. It should present the application’s functions clearly and easily understandable, guiding the user to their goal as quickly and pleasantly as possible.

The graphic design of user interfaces is an essential component in the development of digital products. It must be both intuitive and user-friendly. Graphic design is responsible for shaping the visual design and elements of a user interface so that they are both functional and appealing.

Graphic designers who specialize in user interfaces are often referred to as user interface designers or UI designers. They develop the visual design of websites, mobile apps, or software solutions and must also consider a positive user experience and simple interaction processes to ensure optimal usability. The selection of appropriate color palettes, the correct typography, and the design of icons and graphics play an important role. The design and arrangement of navigation elements, buttons, forms, and other interaction components are also taken into account to enable simple and intuitive usability.

When designing user interfaces, graphic designers must also consider maintaining brand identity. Ultimately, the overall effect created should meet both the user’s needs and support the company’s goals. This requires specific skills and knowledge—such as a clear understanding of basic UI design principles, extensive experience, a keen eye for detail and visual aesthetics, and strong communication skills.

The graphic design of user interfaces plays a central role in the development of digital products. It ensures that users can navigate the interface intuitively, without extensive explanations, and feel comfortable. At the same time, however, the brand’s identity must also be strengthened.

Editorial Design

The graphic design of publications is an essential element in the production of magazines, brochures, flyers, books, and many other printed media. Graphic design enables visually attractive and effective information communication through the targeted use of layouts, typography, colors, and images.

Graphic designers in editorial design are responsible for creating the layout and visual appearance of printed materials. It is important to structure content sensibly and create a clear visual hierarchy that improves readability and ensures an appealing appearance. To achieve this, graphic designers select appropriate fonts, determine color palettes, images, and graphics, and create a consistent and aesthetically pleasing typesetting layout. Furthermore, specific requirements such as design specifications and print formats must be observed.

When designing publications, graphic design aims to present content in a visually appealing way and convey messages clearly and concisely. The skillful use of visual elements such as colors, images, and layout techniques captures readers’ attention and creates a pleasant reading experience. In-depth knowledge of layout principles, typography, and color psychology is essential. Furthermore, creativity, good communication skills, and the ability to collaborate with other project stakeholders are crucial.

Graphic Design, Art, and Illustration

Design is not art, and art is not design. Or so the saying goes. Nevertheless, the two fields are closely intertwined, as art and illustration play an important role in graphic design. Here, they are used to create visual elements that capture the viewer’s attention, evoke emotions, and convey messages. The possible applications are diverse: from the design of unique logos or illustrative components for advertising campaigns to web design or the visual design of print media.

Artists and illustrators in graphic design bring their creative vision and craftsmanship to bear on creating compelling visual content. They can use a wide variety of styles and techniques—from traditional drawing to digital illustration and painting.