Graphic design: What it is, why it matters, and how I built my freelance career

When I tell people I’m a freelance graphic designer, I often get puzzled looks. People vaguely understand what I do, but few really grasp the full picture—or how it’s possible to earn a good living this way.

In this post, I’ll clearly explain what graphic design truly involves, why it matters deeply to businesses, and share practical advice from my own journey on becoming a successful freelance graphic designer—without the burden of expensive design schools.

I’ve built my freelance career from scratch, successfully running Xiobo Creative for over 17 years and working with clients such as Salesforce, Nasdaq, and Google. Trust me—if I can do it, you can too.

What exactly is graphic design?

Graphic design is about visual communication—strategically using visuals to deliver clear messages. It covers many areas, including:

• Branding and logos
• Marketing collateral (brochures, flyers, ads)
• Social media and digital graphics
• Web design and user interfaces
• Packaging and print design

At its core, graphic design isn’t just about making things pretty; it’s about effective, strategic communication.

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Why graphic design is crucial today

Professional design directly influences how people perceive a business or brand. Here’s why graphic design matters now more than ever:

• Strong first impressions: Good design quickly captures attention.
• Clear messaging: Visuals simplify complex information.
• Credibility & trust: Professional, cohesive design enhances brand trust.
• Competitive advantage: Stand out visually in a crowded market.

Quality graphic design helps businesses thrive—and demand for skilled designers continues to rise.

Can you really make a good living as a freelance graphic designer?

Absolutely. One of the biggest misconceptions about freelance graphic design is that it’s financially unstable or low-paying. In reality, I’ve personally built a comfortable, sustainable freelance career. I set my own rates, choose my projects, and make a living comparable to many corporate roles.

Here’s a quick comparison:

However, to make this happen, you must commit to constant growth and learning.

Do you really need expensive design school?

Not necessarily. While formal education can offer value, it’s often extremely expensive. In Puerto Rico, university graphic design programs might cost around $30,000, but in places like Florida, they typically range from $50,000–$85,000.

Online courses: A smarter, affordable alternative

Today, you have high-quality, affordable online options. Here’s a quick comparison:

My recommended online courses

• Flux Academy: Excellent for web design but also teaches core graphic design and branding skills.
• LinkedIn Learning: Huge library of graphic design, branding, and software courses from industry leaders.

With online courses, success depends on your effort and dedication.

Essential tools: You don’t need expensive equipment

Starting your freelance graphic design journey doesn’t require high-end, expensive equipment. Initially, you just need:

Computer (Desktop or Laptop)

You don’t need a top-of-the-line machine to start. Even a low-budget Windows PC can do the job—although it might slow you down slightly. Personally, I’ve tried Windows many times, but find Macs more reliable and hassle-free.

My recommendation: The affordable Mac mini. It’s a powerful starter machine that will serve you well for years.

Graphic Design Software

You’ll definitely need professional software:

• Adobe Creative Suite (industry standard, monthly fee)
• Affinity Designer, Photo, Publisher (affordable, excellent Adobe alternatives)
• Figma (free for starters, best for web/UI/social graphics)
• Canva (free, good for quick graphics but limited as a primary tool)

Use the right tool for the job

Choosing the correct software drastically impacts productivity and quality:

Important software tips:

• Photoshop: Primarily photo editing and graphics-heavy designs; limited for text-heavy work.
• InDesign: Ideal for corporate, text-heavy designs (brochures, annual reports, books).
• Illustrator: Great for vector illustrations, logos, banners; inefficient for corporate or social media graphics.
• Figma: Excellent for social media, web and app designs due to auto-layout features.
• Framer: Web development platform that’s perfect after mastering Figma; speeds up web-building significantly.

Using the right software saves time, money, and frustration.

My personal tips for aspiring graphic designers

These practical tips helped me build my successful freelance career:

1. Build a strong portfolio: Quality projects attract better clients.
2. Always learn and grow: Continuously update your skills.
3. Network constantly: LinkedIn, Instagram, Behance, and Upwork are great.
4. Specialize: A niche makes you valuable and sought-after.
5. Never undervalue your skills: Pricing too low creates issues when raising your rates later. Clients who pay low rates initially often refuse to increase payments, even if you’re worth it—interestingly, they’ll often pay higher prices to another designer later. It’s a strange mental block. Set competitive rates from the start.

Encouragement from someone who’s done it

My freelance design career wasn’t built overnight. It took effort, persistence, and a refusal to quit when things got tough. Ignore anyone who doubts graphic design as a “real career”—it’s real, rewarding, and achievable.

With dedication, you can absolutely build a successful freelance graphic design career. I’ve done it, and so can you.