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Job Definition
Formulate design concepts and presentation approaches, and direct workers engaged in art work, layout design, and copy writing for visual communications media, such as magazines, books, newspapers, and packaging.
Job Zone

Job Zone Four: Considerable Preparation Needed

Most of these occupations require a four - year bachelor's degree, but some do not.

Interests
Artistic - Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
Enterprising - Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Realistic - Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.
Knowledge
Design - Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.
Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Production and Processing - Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.
Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Fine Arts - Knowledge of the theory and techniques required to compose, produce, and perform works of music, dance, visual arts, drama, and sculpture.
English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Skills
Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Time Management - Managing one's own time and the time of others.
Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Coordination - Adjusting actions in relation to others' actions.
Speaking - Talking to others to convey information effectively.
Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
Persuasion - Persuading others to change their minds or behavior.
Negotiation - Bringing others together and trying to reconcile differences.
Tasks
Negotiate with printers and estimators to determine what services will be performed.
Conceptualize and help design interfaces for multimedia games, products and devices.
Prepare detailed storyboards showing sequence and timing of story development for television production.
Confer with clients to determine objectives, budget, background information, and presentation approaches, styles, and techniques.
Hire, train and direct staff members who develop design concepts into art layouts or who prepare layouts for printing.
Work with creative directors to develop design solutions.
Review illustrative material to determine if it conforms to standards and specifications.
Attend photo shoots and printing sessions to ensure that the products needed are obtained.
Create custom illustrations or other graphic elements.
Mark up, paste, and complete layouts, and write typography instructions to prepare materials for typesetting or printing.
Formulate basic layout design or presentation approach, and specify material details, such as style and size of type, photographs, graphics, animation, video and sound.
Review and approve proofs of printed copy and art and copy materials developed by staff members.
Manage own accounts and projects, working within budget and scheduling requirements.
Confer with creative, art, copy-writing, or production department heads to discuss client requirements and presentation concepts, and to coordinate creative activities.
Present final layouts to clients for approval.
Wages

In 2008, the California average annual wage was $103,570.00.

Most people employed in this occupation were paid between $49,810.00 and $166,400.00.

Outlook

During 2006, there were approximately 16,000 people employed in this field in California. It is projected that there will be 18,300 employed in 2016. This occupation will have about 230 openings due to growth and about 380 replacement openings for approximately 610 total annual openings. This occupation .

Colleges and Training
Below are college programs that are generally associated with this occupation. To view colleges that offer these programs, click on the titles below.
Graphic Design - A program that prepares individuals to apply artistic and computer techniques to the interpretation of technical and commercial concepts. Includes instruction in computer-assisted art and design, printmaking, concepts sketching, technical drawing, color theory, imaging, studio technique, still and life modeling, communication skills and commercial art business operations.
Intermedia/Multimedia - A program that prepares individuals creatively and technically to express emotions, ideas, or inner visions in either two or three dimensions, through simultaneous use of a variety of materials and media.
Similar Occupations
Landscape Architects - Plan and design land areas for such projects as parks and other recreational facilities, airports, highways, hospitals, schools, land subdivisions, and commercial, industrial, and residential sites.
Commercial and Industrial Designers - Develop and design manufactured products, such as cars, home appliances, and children's toys. Combine artistic talent with research on product use, marketing, and materials to create the most functional and appealing product design.
Fashion Designers - Design clothing and accessories. Create original garments or design garments that follow well established fashion trends. May develop the line of color and kinds of materials.
Floral Designers - Design, cut, and arrange live, dried, or artificial flowers and foliage.
Interior Designers - Plan, design, and furnish interiors of residential, commercial, or industrial buildings. Formulate design which is practical, aesthetic, and conducive to intended purposes, such as raising productivity, selling merchandise, or improving life style. May specialize in a particular field, style, or phase of interior design.
Set and Exhibit Designers - Design special exhibits and movie, television, and theater sets. May study scripts, confer with directors, and conduct research to determine appropriate architectural styles.
Public Relations Specialists - Engage in promoting or creating good will for individuals, groups, or organizations by writing or selecting favorable publicity material and releasing it through various communications media. May prepare and arrange displays, and make speeches.
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