The field of commercial art includes not only illustrators but a variety of other art and graphic specialists who contribute to the final ad or design. For this reason, the title "graphic designer" has gradually replaced the term "commercial artist."
In a small firm or art department, an art director, assisted by a few trainees, might perform all or most of the work. In a large office, however, the art director would develop the artistic theme or idea and supervise the preparation of the material by the various graphic specialists in the department.
The sketch artist, also called a renderer, prepares a rough drawing of any pictures required. A layout artist arranges the illustrations or photographs, plans the typography (typeset material), and selects colors. Once the art director, sketch artist, and layout artist agree on the composition and layout, other graphic artists complete the detail work.
Letterers use a variety of methods and materials to insert headlines and other words. They may hand letter with pen and ink or apply prepared set or photo lettering. Mechanical artists prepare mechanicals-illustrations with all of the elements, in exact size, pasted in place as they are to appear. This is a very precise part of the artwork. Pasteup artists do more routine work; this position is often filled by a beginner.
Many commercial artists work as free-lance illustrators, some in addition to a regular salaried position. They provide sketches and other graphic specialties to advertising agencies, magazines and newspapers, medical or other technical book publishers, and greeting-card manufacturers.
Most people in this field work as salaried staff artists for advertising agencies or departments, commercial art studios, printing and publishing firms, textile companies, photographic studios, television and motion picture studios, and department stores. The federal government employs several thousand commercial artists mainly in the Department of Defense.
Others work for architectural firms and toy manufacturers and in the fashion industry, industrial designing, and theater set and costume designing.
Places of Employment and Working Conditions
Opportunities exist in all parts of the country, but the majorities are in large cities such as Boston, Chicago, Los Angeles, New York City, and San Francisco. The workweek for salaried artists and designers is usually 40 hours. They sometimes put in additional hours, often under considerable pressure, to meet deadlines.
Qualifications, Education, and Training
Artistic talent, imagination and style, manual dexterity and the ability to work with great precision, and the ability to transform ideas into visual concepts are all necessary for anyone interested in this field.
Prospective graphic designers should tailor their high school work to the requirements of the art school or college they wish to attend. Any training in art is valuable, and students should begin to accumulate a portfolio of their work, since art schools and colleges usually require a sample of the applicant's work as well as an aptitude test.
Art schools, trade schools, junior colleges, and universities offer two- and four-year courses in commercial art or graphic design; some offer fine arts with some course work in commercial art. Art directors especially need a broad background in art plus experience and training in business, photography, typography, and printing production methods.
The continued accumulation of a portfolio representative of the artist's talents and abilities is necessary for employment. Free-lance artists especially must be prepared to display their work for prospective clients.
Potential and Advancement
Competition for all jobs is normal and beginners with little specialized training or experience, face the stiffest competition. Beginners are usually willing to take any design job they can get just to get into the field and gain some experience.
Some jobs will be more in demand than others. Most new jobs will be in advertising agencies and graphic art studios. This field is also very sensitive to changes in general economic conditions.
Advancement in commercial art usually depends on specialization in either the mechanical elements of graphic design (letterers and mechanical and layout artists) or the pictorial elements (sketch artists, illustrators).
Income
Earnings for free-lance graphic designers vary widely.
Additional Sources of Information
American Institute of Graphic Artists 1059 3rd Avenue New York, NY 10021
