In part 3, we look at the the places where a web designer might work. (Read Part 1 and Part 2.)
The Wonderful World of Web Design, Part 3: Anatomy of the Industry
In previous posts, we’ve talked about the skills that web designers typically bring to the table. But exactly which of those skills a designer might use day-to-day depends partly on their own interests and education, and partly on where they’re working. So where are web designers working?
Relatively speaking, web designers work for one of three types of businesses
Generally speaking, the web design industry can be broken down into three silos:
- large advertising agencies;
- smaller, “boutique” studios;
- solo freelance designers.
There is quite a bit of overlap among these narrow definitions, however: large agencies sometimes seek help from smaller shops and individual freelancers; smaller shops themselves sometimes support larger agencies and occasionally seek help from individual freelancers; and freelancers might be called upon by both agencies and smaller shops — as well as other business — to lend their expertise or handle some overflow.
Agencies
Large agencies that specialize in advertising and marketing have been a part of the design world for decades. They are often international in scope, and might have offices across the globe that employ hundreds of people. Agencies typically form long-term relationships with high-profile, international brands.
Pros:
- big bucks: potential for a high annual salary;
- sweet digs: hip, posh offices that might include a videogame console, a foosball table, free soda or beer and other amenities;
- lavish parties: agencies are renowned for throwing awesome staff parties;
- portfolio/résumé-building: an agency’s roster usually includes several high-profile clients that will look very good on your résumé;
- learning through osmosis: you’re likely to surrounded by talented people on every side;
- clients with money: the coolest ideas are usually the most expensive, but some agency clients have money to burn, which means you might get to work on the next We Choose the Moon.
Cons:
- you might be overworked: long hours are par for the course, but overtime pay isn’t;
- you might get bored: designers, especially at the junior level, may be assigned to a single client for months on end, which could prove to be a bit boring in the long run;
- you might feel creatively stifled: your role as a designer might be limited to a single task or speciality; for example, you get to design the pages, but not actually produce them, or animate anything, or contribute to the idea phase.
Getting started: Internships are a good way to get your foot in the door, since an agency is unlikely to hire you on as a designer unless you’ve already got a couple years of experience and the portofolio to back it up. (Or you’re an über-talented design rockstar.) If you’ve got a bit of experience, and can demonstrate your software skills, a headhunter might be able to get you in the door — see Headhunters, below.
Boutique Shops
Unlike ad agencies that typically handle all of their client’s marketing needs, the smaller “boutique” web design shops tend to focus solely on web-related projects. Their clients may include big-name brands as well as smaller local businesses. These shops are usually located in a single office (which may or may not be posh), and they tend to staff of anywhere from 5-20 people. Many boutique shops tend to specialize in a given area of web content. For example, they might focus on the “back-end” of things — the programming of databases and online applications. Or they might focus on e-learning, producing educational content for firms that will be used to educate its own employees. Or they might focus on social media.
Pros:
- variety of work: being part of a small staff, a designer might be responsible for a wider variety of work — for example, not just the design of a website, but also its actual production and coding; you might even be directly involved in helping to develop the initial concepts;
- variety of clients/projects: chances are, you won’t be stuck on the same job for the same client for months on end; it’s actually more common to find yourself juggling several projects for many different clients at once;
- portfolio/resume-building: you might work on some projects for high-profile clients, especially if your shop supports agencies, or produces e-learning.
Cons:
- medium bucks: smaller shops can’t afford to pay you quite as handsomely as an agency;
- you might feel creatively stifled: if your shop specializes in a narrow aspect of web work, your job might lack variety and new challenges. You could spend your time trying to add a little pizazz to page layouts that are dictated by programmers, or you might have to constantly “play it safe” with your designs, sticking to clean, boring layouts and using lots of corporate blue.
Getting started: If you’ve got a couple years of freelance work under your belt, you might be able to land a job at a small shop. Even if you’re fresh out of school, a solid portfolio of student work to show might be enough to get you in the door. Headhunters place people in smaller shops, too; not just big agencies — see Headhunters, below.
Freelance
Being a freelancer means being your own boss. You land the clients, you manage the projects, you see the job through to completion and you get paid for it. (The truth is, many freelance web designers maintain a network of specialists they can call upon for certain needs, like extensive programming, database development, video production, etc.)
Pros:
- Be your own boss: nobody’s going to tell you what to do (well, except your clients);
- Self-reliance: it can be very satisfying to know that success and failure are entirely in your hands;
- Creative control: When you’re your own Art Director, you get to call the creative shots;
- Tax breaks: When you’re working for yourself, come tax time you might be able to write off some or all of your business-related expenses — new computers, software packages, even a portion of your rent. See your accountant for details (and yes, you’ll probably want one of those eventually).
Cons:
- Long hours: design, programming, uploading, testing, scheduling and invoicing everything, all by yourself, should only take up 50% of your time; the rest should be spent simply marketing yourself and chasing down the next gig;
- Lack of stability: Unless you have a nest egg stashed away in the bank, or find yourself with a golden goose of client who just keeps giving, the endless scramble to find your next meal ticket might freak you out. Worriers need not apply;
- Some business acumen required: Creative types aren’t always the best at balancing the books, or writing iron-clad contracts, but when you work for yourself, you’ll need to exercise your left-brain as well as your right;
- Smaller fishes: Because you’re just one person, you’re not likely to score high-profile clients, or land a really cool gig that requires video to be shot, some 3D animation, extensive database development, an original music score, or anything else that falls outside of your skillset as a lone web designer. That said, having a roster of third-party “vendors” to call on who can provide these extras will increase your odds.
Getting started: It takes time to build a portfolio of work and a network of contacts, so many freelancers hold a day job until they’re ready to strike out on their own. Consider doing projects for free, if necessary, in order to create a body of completed work and a client roster. At some point, you might consider hooking up with a headhunter — see Headhunters, below.
Is That All?
There’s a fourth option that we haven’t mentioned yet: working as an in-house designer at a firm that isn’t part of the web design industry, per se. For example, certain banks, telecommunications or cable companies, and retailers of all kinds employ their own in-house web teams of anywhere 1-10 people — and so does your local, provincial and federal government. These jobs can be focused more on the maintenance of existing sites, however, rather than the design of new ones — in some cases, a little bit of HTML and Photoshop skills are all you’d need. Since you’re probably here because you’re interested in design for design’s sake, we’ve relegated this employment option to this little footnote.
Yes, this article full of generalizations, but we hope this overview gives you a rough understanding of how the web design industry is currently structured.
So, where do you want to work? Consider some of the pros and cons above, and ask yourself where you priorities lie.
Headhunters: Finding a job can be tough; consider getting some help — at no cost. Headhunters typically charge the firm that hires you, not you.
Resources:
- AIGA 2009 Salary Survey — it’s focused on the US market, but this annual report on the design industry will give you an idea of salaries and positions, and some fine career advice.
