Creating logos, laying out adverts, magazines, brochures, or fixing up images in Photoshop are all part of graphic design. Yet they are only parts of what make up a much bigger picture. Graphic design is the profession of visual communication. It’s our job as designers to use design elements such as typography, colour, composition and a whole bunch of other aesthetics to convey a certain feeling, personality or style to engage, influence and appeal to target markets.
It can convey the brand as fun, upbeat and approachable or serious and competent. It can paint the picture of a service or product having a certain sophistication worth paying more for or a tough outdoorsy ruggedness that excites and resonates with a particular target market.