The graphic design workforce in Ghana: a case study of Asafo, Kumasi

Abstract

This article describes a qualitative case study of the graphic design workforce of non-formally trained graphic designers (NFTGD) on the graphic design industry in Asafo, Kumasi. Non-formal, in this case, means non-experts or non-professionals in the field of graphic design. The data collected from respondents were Ghanaians working professionally as graphic designers in Asafo, Kumasi. Ten participants were interviewed on the subject of graphic design. Based on these interviews, common themes such as, production, training of the designer, client relationships, and end-user themes emerge. The results show that NFTGDs now constitute about 82% of the graphic design workforce in Asafo. The results further suggest that the influence of these designers on the design industry at Asafo, Kumasi is due to cheap and affordable pricing, which has resulted in a shift toward an increased client-base for non-formally trained designers. In responses, this creates opportunities for graphic design education to focus on enhancing the abilities of the participants. The study’s findings suggest that the high speed of working, in combination with very limited resources to develop new designs are the cause of copyright related issues. ‘Borrowing inspiration’ from internet resources needs to be addressed by both practice and education.

Keywords:

• Graphic design
• Asafo
• Ghana
• design education

Notes

1. McWade, Before & After: Things Every Designer Should Know.

2. Manzini, “Design, in a Connected World.”

3. Ibid.

4. Ibid.

5. Ibid.

6. Ibid.

7. Kondoh, “Graphic Design Production” (Lecture Notes).

8. Ibid., 1.

9. Ibid.

10. Tam, "How Does Visual Communication Work?"

11. Okyere, 2015.

12. Ibid.

13. Lupton and Phillips, Graphic Design: The New Basics.

14. Williams, The Non-designer's Design Book.

15. Ibid.

16. van der Waarde, “Graphic Design and Research.”

17. Ibid.

18. Ibid.

19. Okyere, “The Degree of Penetration of Non-Formally Trained Graphic Designers into the Graphic Design Industry.”

20. Fraenkel and Wallen, How to Design and Evaluate Research in Education.

21. Miles and Huberman, Qualitative Data Analysis

22. Erihoff and Marshall, Design Dictionary.

23. Sheldon, Start Your Own Graphic Design Business.

24. Ibid.

25. Perkins, Talent is Not Enough.

26. Ambrose and Harris, The Production Manual.

27. Shaver, The 101 Dos and Dont's of a Successful Graphic Designer.

28. Ibid.

29. Airey, “Work for Money, Design for Love.”

30. Perkins, Talent is Not Enough.

31. Kane, “Ethics: A Graphic Designer's Field Guide.”