The concept of graphic designer (art director) is often associated only with the advertising world; However, it also has a decisive role in digital products. UI designer designs screens; The graphic designer ensures that the entire visual narrative has a consistent direction.
The difference is in scale and perspective. A graphic designer looks at the project from above: he creates the brand language, tone, visual identity and emotional impact. It deals with the design of not a single screen, but the entire relationship the user establishes with the brand.
An experienced art director sets the direction with the right questions at the beginning of the project and then maintains this direction on every screen. In this way, ten different pages do not look like they were created by ten different designers; It feels like it belongs to a single, strong brand.
Combining both the steering and UI/UX disciplines gives me the opportunity to see both the big picture and the pixels at the same time. Today, I carry the art direction discipline I acquired in corporate brands to every digital product project.
Frequently asked questions
Does the graphic designer only beautify the screens in a digital project?
Visual hierarchy also contributes to decisions such as brand consistency and understanding of information. The scope of roles such as research, interaction design and software should be determined separately.
What kind of deliverables can be expected from the graphic designer in a digital project?
Depending on the scope of the project, interface images, components, icons and application notes can be delivered. Clearly define expected files and responsibilities in the agreement rather than assuming them through title.
