Visual Designer: who they are, what they do and how to become one
Chi è e cosa fa
A Visual Designer is a visual communication expert who combines creativity and technical skills to create effective graphic content that aligns with a brand’s identity.
They may work in communication agencies, design studios, companies, or as freelancers, collaborating with multidisciplinary teams to produce both digital and print materials that meet marketing and communication goals.
They are professionals who combine technical and methodological skills with a strong cultural foundation, essential for developing critical thinking and design autonomy.
Role and responsibilities
Visual Designers play a crucial role in crafting visual content that communicates effectively across various media. Their responsibilities are broad and varied, including:
- Defining a brand’s visual identity. From creating logos to selecting colour palettes, typefaces, and all key graphic elements. A Visual Designer develops the core guidelines that express the brand’s essence and values in a consistent and recognisable way.
- Designing digital interfaces. Visual Designers design and develop graphics for websites, mobile apps and other digital interfaces, ensuring a user experience that is intuitive and visually appealing. In these projects, they collaborate with other professionals such as UX Designers and Copywriters to deliver a comprehensive product that meets all user needs and expectations.
- Creating promotional materials. They research, design and produce visual materials for a variety of channels, including banners and social media content. The goal is to grab attention, deliver the message clearly and engagingly, and often drive specific user actions, such as interacting with content or making a purchase.
- Collaborating with the marketing team. Visual Designers also work strategically to develop visual strategies that support communication and marketing objectives. This requires a deep understanding of market dynamics, target audiences and emerging trends.
- Participating in multidisciplinary projects. They collaborate with Photographers and Illustrators to incorporate visual elements into larger projects. Their role is to ensure every component is carefully crafted and aligned with the brand identity.
Career and salary
A Visual Designer’s career path can evolve in many directions. Some specialise in branding and corporate identity, others in web design or the advertising world. With experience, a Visual Designer may move into roles such as Art Director or Creative Director, leading design teams in major agencies or companies.
Salaries vary depending on experience, sector, and type of employment. Junior professionals may start with modest salaries, while experienced and well-established designers can command higher fees—especially when working with prestigious brands or on international projects.
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Skills and training
To thrive as a Visual Designer, it’s important to develop a mix of artistic, technical, and strategic skills. These include:
- Proficiency in graphic and design software, such as Adobe Photoshop, Illustrator, InDesign, Figma and Sketch.
- Knowledge of typography, colour theory, and visual composition principles.
- The ability to use visual storytelling to communicate messages clearly and effectively.
- Familiarity with UX (User Experience) and UI (User Interface) principles for digital design.
- An understanding of marketing and branding dynamics to create design solutions aligned with business goals.
To acquire these technical and creative skills, aspiring Visual Designers can pursue training in Graphic Design and Visual Communication. These study programmes are also valuable for building an initial professional portfolio, which is essential in interviews to demonstrate your capabilities.
How to become a Visual Designer
Starting a career as a Visual Designer takes practice, creativity, and continuous learning.
If you want to become a professional Visual Designer, explore IED’s courses. These are comprehensive training programmes that provide the operational and strategic skills needed to work in the field of visual communication. With a theoretical and practical approach, the courses will help you develop your style, learn the most advanced technologies, and successfully enter the job market.
Bachelor of Arts
To acquire a solid foundation
Master of Arts and Master Programs
To further specialise and acquire advanced skills
Further education
To stay up-to-date and remain successful in the world of work
Summer Courses
To improve professional skills during the summer
Discover some projects of the Graphic Design and Visual Communication area students
