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designArt Director

The art director has ultimate responsibility for visual communication and, particularly in the case of print work, may oversee production.

Creative Director

The creative director starts the creative development process. They, with the team they lead, conceptualize a solution to a communication challenge, whether it is a brochure, advertisement, website or other printed or electronic communication medium. They represent the client to the creative team and provide guidance, inspiration, and general direction.

Graphic Designer

A graphic designer assembles together images, typography or graphics to create a piece of design. Their work is primarily for printed, published or electronic media, such as brochures, collateral and advertising. The graphic designer’s job is to present information that is compelling, interesting and elicits a “buy” response.

A degree or certificate from an accredited trade school is usually considered essential for a graphic design position. After a career history has been established the graphic designer’s experience and number of years in the business are considered the primary qualifications. A portfolio, which is the primary method for demonstrating these qualifications, is usually required to be shown at job interviews, and is constantly developed throughout a designer’s career.


A copywriter usually works as a member of a creative team. The copywriter has responsibility for the advertisement’s verbal or textual content, which often includes receiving the copy information from the client. The copywriter is responsible for telling the story, crafting it in such a way that it resonates with the viewer/reader, ideally producing an emotional response.

A copywriter should have a good command of the language and the ability to be concise and accurate. Copy writers work in business firms, software development companies, advertising and public relations, and other industries. Many specialize in writing materials for a particular area, such as software documentation manuals.


An illustrator is a narrative artist who specializes in enhancing writing by providing a visual representation that corresponds to the content of the associated text. The illustration may be intended to clarify complicatedconcepts or objects that are difficult to describe textually. An illustrator must have precise artistic talent as well as knowledge of composition and proper use of the tools of the craft. There are no formal qualifications needed to become an illustrator. However, many established illustrators attended an art school or college of some sort and were trained in different painting and drawing techniques. Universities and art schools offer specific courses in illustration, so this has become a new avenue into the profession.


Prepress is the term used in the printing and publishing industries for the processes and procedures that occur between the creation of a print layout and the final printing. As a job label, prepress is the individual that performs this function. The prepress procedure includes the manufacture of a printing plate, image carrier or form, ready for mounting on a printing press, as well as the adjustment of images and texts or the creation of a high-quality print file. In today’s prepress shop, the form of delivery from the customer is usually electronic, either a PDF or application files created from such programs as Adobe InDesign or QuarkXPress.


A professional photographer uses photography to earn money, as opposed to an amateur photographer that takes photographs for pleasure and to record an event, emotion, place, or person. They capture the images needed to illustrate a visual communication idea. The result of their work is the photos or transparencies used for printing or electronic media. Photographers need to be creative and have a good eye for composition, light, color and an excellent technical knowledge of use of the equipment.

web designer

Web Designer

A web designer may or may not be a computer programmer, but most have at the least some programming skills. Many web designers are also web programmers, which mean they not only are the architect of how a page will appear on the Internet but also implement their own designs through programming. They can thus be called part artist/writer and part computer expert.

The web designer creates pages usually by working with a client who articulates certain needs or functions that the web page must fulfill. Designers frequently have experience working with a variety of mediaprograms to add sound or film clips to web pages.