Companies in this industry plan, design, and manage the production of visual communications involving graphic art and illustrations. No major companies dominate the industry.
Regional economic activity drives demand, because most graphic design firms are small and work locally. The profitability of individual companies depends on accurate bidding, timely delivery of projects, and a steady volume of work. Large companies have advantages in marketing and sales, breadth of services, delivery of complex projects, and supporting ongoing contracts. Small companies can compete effectively by responding more quickly, adopting new trends, and specializing by services or markets. The US industry is highly fragmented: the 50 largest companies account for less than 15% of revenue.
PRODUCTS, OPERATIONS & TECHNOLOGY
Major industry services are corporate and organizational image services (25% of industry revenue) and advertising creative services (also about 25%). Other services include website design and development, publication design, and commercial illustration design services.