A graphic designer is responsible for creating design solutions that have a high visual impact. The role involves listening to clients and understanding their needs before making design decisions. Their designs are required for a huge variety of products and activities, such as websites, advertising, books, magazines, posters, computer games, product packaging, exhibitions and displays, corporate communications and corporate identity, i.e. giving organisations a visual 'brand'. A graphic designer works to a brief agreed with the client, creative director or account manager. They develop creative ideas and concepts, choosing the appropriate media and style to meet the client's objectives. The work demands creative flair, up-to-date knowledge of industry software and a professional approach to time, costs and deadlines.