When you think of graphic designers, what do you picture? Creative-looking, fashionable people with a tablet in one hand and a pen in the other? A lone professional using design software in a dark room? An artist?

And what does graphic design really mean? Eye-grabbing graphics on websites? While that can certainly fit under the scope of what a graphic designer might create, a career in graphic design could involve so many different things. Posters, infographics, book covers, product labels, logos, business cards, signs, website layouts, mobile apps, software interfaces—the list goes on.

“Every day, we take many of the subtly artistic things around us for granted,” says Jacob Smith, founder of illustration studio ProductViz. “But hidden in every magazine, exit sign and textbook lies a set of design ideas that influence our perceptions.”

Graphic designers work to communicate ideas in a visual format, guiding perception and informing their audience. Most graphic designers work on behalf of a client or company, creating designs to satisfy specific objectives. Graphic designers are also often considered artists.

Graphic design is a huge industry. And if you’re at all interested in becoming a professional graphic designer, there are so many options to explore!

First, what is graphic design?

Graphic design is “the art and practice of planning and projecting ideas and experiences with visual and textual content,” according to the American Institute of Graphic Arts (AIGA^®). In simple terms, graphic designers make visuals to communicate certain messages. These visuals can be as simple as a business logo, or as complex as page layouts on a website.

“Graphic design helps the producer connect with the consumer,” says graphic designer, Alexandros Clufetos. “It conveys the message of the project, event, campaign or product.”

Companies use the visual concepts of graphic design to promote and sell products through advertising, to convey complicated information in an easy-to-understand format (think of infographics), to develop a brand identity, and so much more.

While most companies are hiring graphic designers for commercial purposes, many designers also use their work for artistic expression.

What are the elements of graphic design?

A graphic designer creates work utilizing certain visual elements. Graphic designers can use these elements in conjunction or opposition with each other to create striking and impactful visuals.

These graphic design elements include:

• Color
• Form
• Line
• Shape
• Size
• Space
• Texture

Graphic designers also adhere to the principles of design, which are essentially a set of guidelines that help a design achieve appealing composition.

These visual concepts include:

• Balance
• Contrast
• Emphasis
• Movement
• Proportion
• Rhythm

A good graphic designer must first understand these principles, then use them (or discard them) with intention in each project.

What does a graphic designer do?

Graphic design offers opportunities and options for individuals of almost any interest. If you pursue a career in graphic design, you could work on multiple types of projects—or specialize in just one area you love.

Here’s a glimpse of the kind of tasks a graphic designer might work on.

Website design

Create engaging and intuitive web pages for users. This includes overall layout, color scheme and navigation.

If you’ve ever been on a website that doesn’t make sense, buries the information you need, or looks so chaotic you can barely navigate—you’ll understand why careers in web design are so important!

User experience (UX) design

Make a website or application easy and satisfying to use. These designers emphasize value, usability, adoptability and desirability. This type of work can be both highly-technical (programming each pathway through a site) and creative (considering every part of how users interact with your platform).

User interface (UI) design

UI designers work toward the same overall goal as UX designers—making something easy for users to interact with. The interface aspect involves the visual design and layout of an application. For that reason, UI design can be a great career option for graphic designers.

Motion graphics design

Motion graphic designers and animators bring visual elements to life through special effects, video, TV shows, video games, movies and more.

Video and animated elements are becoming more and more common in advertising, and motion graphics designers have a specialized skill set for those mediums.

Print media design

Think of billboards, pamphlets, textbooks, restaurant menus, signage, print ads—print media is everywhere. And someone had to design it!

Visual communication in print can run the gamut from a gorgeous catalog that encourages readers to understand the plants they might purchase to a series of signs that guide travelers through a confusing airport terminal.

You might think of user interfaces as primarily digital—but they are physical too.

Marketing materials of all kinds

Graphic designers create visually appealing advertisements in almost every industry out there. Graphic designers working in healthcare might work on a commercial advertising the opening of a new clinic. A graphic designer working in manufacturing might create a brochure that explains their equipment to businesses considering a purchase.