When it comes to graphic design Birmingham is leading the field in the UK. That’s because the city attracts the best and brightest graphic designers who want all the advantages of living in a cosmopolitan city without the high costs and inconveniences of living in the capital.

Graphic design Birmingham is hot in 2011, but what is it that makes great graphic design?

We asked Jim Sage, who is at the top of his field in graphic design Birmingham, what he looks for when adding a new member to his team. Here are some of the essential elements for great graphic design that he picked out.

“There’s a big difference between art and graphic design. Art  is considered to be subjective and is much more open to interpretation, whereas graphic design is carried out for a specific purpose such as promoting an event or product. Although graphic designers do need to be creative, they also need to take direction from clients and produce exactly what they want, whilst being able to advice them as to the best course to take.

A designer needs to be multi skilled and be able to carry out a myriad of different tasks. He needs to be a great artist, a computer and technical whizz and have a great understanding of typography, page layout and chromatics.

Another essential skill a designer must have is the ability to put himself into the shoes of the target audience of his design. He has to decide what will appeal to them and why. Will their design inspire and motivate the target audience. Does it fit in with the rest of the branding of the client? Does it stand out? Is it easy to read and is the message conveyed clearly enough?

If photography is involved then the images need to be crystal clear. The colours within the photograph need to tie in with the rest of the design. This doesn’t necessarily mean your photo needs to match the rest of the design. It’s sometimes just as effective to use a contrasting colour to make the photographic image really pop.

Colours can convey different feelings and emotions, so a great graphic designer needs to understand this and ensure that the colours they choose correctly reflect the client’s needs.”

If you need graphic design Birmingham is a great place to start looking for the design team for you. With hundreds of experts like Jim Sage on hand to fulfil your needs, you’re bound to find the graphic designer you are looking for.