Art of the matter: The 2004 Olympics chief organiser Gianna Angelopoulos-Daskalaki of Greece displays a graphic design of the medals

Attractive hoardings, colourful banners, striking posters, creative mailers, etc. always appealed to me,? says Amita Taneja who, on completing her degree in commercial art, joined an advertising agency. ?But it was only after getting into an arts college that I got to know the true meaning of aesthetics. Art and aesthetics go hand in hand. It is a lovely feeling to express one?s talents through graphic designs. After stepping into the market I realised the vastness of this field. So, if you are creative, and have an urge of expressing yourself through graphic designs, welcome to this fascinating world of graphic design.?

Graphic design primarily aims at communicating information through the medium of print, drawings, patterns, photography or in a combination of all these in a two-dimensional format. It covers a broad spectrum of specialisations. An essential part of graphic designing is typography. It consists of meaningful applications of printing and non-printing surfaces with an aesthetic orientation and incorporates the designing and layout of words, patterns and pictures as well as lettering and calligraphy, and blank spaces.

A related area is illustration (and photography). Another field of specialisation is animation, which is based entirely on drawings which when photographed produce a 3-D impression. Basic knowledge of printing and image producing techniques is also essential.

What do I have to do?

?Graphic design isn?t one job, it?s 20 !?, says a graphic designer. Graphic designers create visual solutions to communications problems. They use mediums and technologies to execute a design that meet the clients? communication needs. They use software to develop the layout and production design of journals, newspapers, etc.

They also produce promotional displays and marketing brochures for products and services, design distinctive logos for products and businesses, and develop sign systems ? called environmental graphics ? for business and government. These days, graphic designers are developing material for Internet web pages, computer interfaces, and multimedia projects.

Graphic designers also produce movie and television credits. Communication and liaisoning are an integral part of the designer?s work. Many graphic designers work as part of a multi-disciplinary team or art group or in co-ordination with other professional marketing departments. Freelance designers often work as sub-contractors on a part-time basis. Graphic designing is a widely-accepted design skill and half the designers working in the industry are in graphic.

What should I study?

For the undergraduate course, you should have passed your 10 + 2 or an equivalent examination with minimum 50 per cent marks. Creative ability and academic exposure to art is desirable. Most institutes conduct their own admission tests and interviews. Competence in graphic design is an added advantage.

For the postgraduate courses, a graduate with experience in graphic design is a must. For an MFA, it is preferable to have a BA in fine arts with graphic design.

What are the prospects?

Demand for graphic designers is increasing because of the expanding market for web-based information and video entertainment.

Advertising provides opportunities in TV, film and video companies. They employ graphic designers to design opening titles and credits, etc. Commercial manufacturers require graphic designers for packaging. Publishing concerns employ them mainly for illustrations and typographic work.

Computer-aided design (CAD) and 3D graphics softewares offer many advantages to the designers. The application areas of computer graphics are geological sciences, manufacturing, visual simulation, architectural drawing, product designing, research, education, molecular modelling, video animation and films, advertising, jewellery, textile, fashion and dress designing. Nowadays, some painters exhibit their skills through multimedia. Film directors have used this technique for dramatic effects like in Terminator II, Matrix Reloaded, and Titanic.

Where to study

NID, Paldi, Ahmedabad 380007
Course : Graduate diploma programme in design with specialisation in graphic design, animation film design and video communication.

Srishti School of Art, Design and Technology, Yelahanka, Bangalore 560064. Course: Undergraduate programme in graphic design

Apeejay Institute of Design, 54 Tughlakabad Institutional Area, New Delhi-110062. Course: Degree in graphic design

University of Calcutta, Senate House, College Street, Calcutta 700073 Course : Master of visual arts