OLMIS

by Katharine Williams
Published May-2-2012

One Job, Different Applications Education and Training Important Employers Want More Than Just Computer Skills Slower Job Growth Ahead Future Trends

Graphic designers remains the largest occupation amongst art and design occupations in Oregon, but instability in key industries of employment has slowed growth. Employment growth between 2010 and 2020 for graphic designers statewide is projected to be somewhat larger than average. Also, above average growth is expected in the Portland area. Graphic designers, also known as graphic artists, possess a unique skill set that requires creativity in addition to marketing and technical savvy to produce images through a variety of media types. Graphic designers work with ever-changing technologies to produce these images. Those with website design and animation experience are in increasing demand. But there's much more to graphic design than being able to use a computer to create images. Graphic designers must be effective communicators. The opportunity to combine arts with technology "draws" people to careers in graphic design.

Graphic designers are mostly involved in the business of communications and marketing. The images they produce are used to deliver messages to consumers to compel them to buy or pay attention to something. They use methods such as color, type, illustration, photography, animation, and print and layout techniques to produce images in print, electronic, and film media. Typical job duties might include developing the layout and production design of magazines, newspapers, books, and other publications. Others may be involved in producing promotional displays, packaging, and marketing materials for products and services. Many develop material for websites, interactive media, and multimedia projects.

Graphic designers need to have some knowledge of marketing in order to understand the needs of their clients and their customers or users. Once graphic designers understand those needs, they prepare sketches or layouts by hand, or more commonly, with the aid of a computer to illustrate the intended message. Graphic designers use a variety of graphics and layout computer software to create their designs. They are constantly trying to keep up with changing technologies in everything from software to paper.

Not surprisingly, the largest industries of employment for graphic designers are specialized design services, publishing (print and software), advertising, and printing. These industries employ about half of all graphic designers in Oregon. The remaining graphic designers are spread throughout a variety of industries (Table 1). The only major industries that do not employ graphic designers in Oregon are natural resources and mining, construction, and leisure and hospitality. Even so, most businesses in these industries contract with graphic designers to create things like company logos and brochures.

A bachelor's degree is required for most entry-level positions, but some employers may only require an associate degree. Those with relevant work experience are most competitive in this labor market. Graphic designers should also maintain a portfolio that contains examples of their best work. At least twelve colleges and universities in Oregon offer graphic design programs. Related programs include Web page and digital/multimedia design, design and visual arts communications, and commercial and advertising art.

Most employers expect graphic designers to be familiar with current graphics and design software. How can these artists keep up in such a dynamic industry? "Through trade periodicals, blogs, and websites, as well as vendor educational opportunities including on-site training," according to Liz Cawood, president of Cawood Communications in Eugene. Employers increasingly want graphic designers with website design and computer animation experience. Aside from the educational and training requirements, graphic designers must be creative and be able to effectively communicate their ideas in words and images. Employers want self-starters with excellent problem-solving skills. Graphic designers need self-discipline to start projects on their own, budget their time, and meet deadlines and production schedules.

"Newer designers place too much emphasis on computer skills - they begin designing before thinking through how to communicate effectively," says Cawood. "Knowledge of software programs is essential, yet it can't replace a good grounding in the fundamentals, for example, type, composition, and form vs. function."

The first step in effective graphic design is to understand the message the client wants to send to its customers or users. Before a designer touches a computer to design an image, information needs to be gathered about the cognitive, cultural, physical, and social characteristics of the target audience. This information is gathered by meeting with the client, creative or art directors, and researching customer groups. Often working as part of a team, designers use that information to create graphic designs that capture the client's message and meet the needs of the customer.

"In an agency setting, designers need to be good listeners and collaborators. They work as part of a team and benefit from multiple perspectives," says Cawood.

There were 2,446 graphic designers employed in Oregon in 2010. Employment is concentrated in the Portland metro area and the Willamette Valley (Graph 1). Growth prospects for graphic designers have been dampened, not only by the recession, but due to instability and in some key industries of employment. Employment of graphic designers is expected to grow faster than average for all occupations nationally, as well as in Oregon. Graphic designer employment is forecast to grow 19.1 percent between 2010 and 2020. The forecast is for all occupations to grow by 18.1 percent. In addition to the 467 new jobs projected for the 10-year period, 831 replacement job openings - primarily due to retirements and individuals leaving the occupational labor force - will provide many more job opportunities for workers.

Specialized design services, including graphic design services, and advertising are two of the primary industries of employment for graphic designers. These industry groups are comprised of many small and medium-sized businesses and are relatively stable. But other key industries of employment, including printing and publishing, have faced steep employment declines, closures, mergers, and acquisitions that have lessened the demand for graphic designers in those industries. Graphic designers can expect to see higher demand in other industries of employment like software publishing, which represents the growing market for electronic media over print.

Advancement opportunities for graphic designers vary depending on firm size and industry. Experienced workers may advance to chief designer, art or creative director, or other supervisory positions in larger firms. Some graphic designers open their own firms, and may specialize in one area of design.

The 2011 average annual wage for graphic designers in Oregon was $44,900, which was about the same as the statewide average for all occupations. The wage at the tenth percentile was $26,083. In general, graphic designers can expect to earn wages below the statewide average when they start their careers, but should eventually earn wages comparable to or higher than the statewide average over time. These wages do not include the self-employed.

Nationally, about three out of 10 graphic designers were self-employed in 2010. Some work full time while others work part time. Many do freelance work on the side in addition to holding a salaried job in design or another occupation.

Demand for graphic designers should increase because of the expanding market for Web-based information and expansion of the video entertainment market, including television, movies, video, mobile phones, and made-for-Internet outlets. Reduced demand in traditional print publishing, though, is expected to temper overall job growth. "Communication vehicles keep expanding, and the graphic challenge is to keep the look consistent through all of them," says Cawood. "How we use the Web will change drastically in the next 10 years and the designers that stay at the forefront of that new media will be in demand. Yet, print isn't going away, so designers will have to be comfortable with all forms of media."

Some graphic designers will specialize in certain media types, but Cawood cautions graphic designers not to put all their eggs in one basket. "Though there is some interest in specialization, I think the generalist is going to rule; someone who can see the big picture and then orchestrate how all pieces are created consistently and with crisp graphics."