Do we still need graphic designers?

In 2024, I wrote a German-language research paper on a question that had become very immediate in my own design work: what happens to the role of a graphic designer when software can generate images, concepts and copy in seconds?

The paper examines the development of AI, the design tools available at the time and their implications for creative work. It includes a comparison of Midjourney versions 1, 4 and 6, alongside questions about quality, legal uncertainty and the future of the profession. It reflects the tools and debates of 2024.

Putting the tools to work

For the practical part, I developed Vita, a fictional sustainable drinks brand. I used DALL·E 3, Stable Diffusion XL, Midjourney V6 and ChatGPT-4 to work on personas, a logo, packaging, mockups, posters and a website.

Working across a complete identity exposed issues that are less obvious in a single generated image. A strong result for one application does not necessarily translate into a consistent system. The work still needs a clear direction, selection and editing.

What worked, and what needed attention

The tools made it much quicker to explore visual directions. I could turn an idea into an image, compare alternatives and develop a concept without producing every initial sketch from scratch. ChatGPT was also useful for discussing concepts and trying out copy.

The outputs needed careful checking. Images contained errors, text was unreliable and complex layouts often required manual correction. Generated copy could sound fluent while saying little that was distinctive about the brand. Maintaining consistency across the identity remained a substantial part of the work.

What I took from it

My conclusion was that these tools could support designers, while leaving judgement central to the process. Someone still has to understand the brief, decide what is appropriate, communicate with the client and take responsibility for the result. The ability to generate options only helps if you can assess them.

The paper also considers wider ethical questions and argues for oversight as the technology develops. It was an early attempt to understand a change I was already experiencing in my own projects.

You can read the full paper below, in German. The accompanying Vita project shows the resulting identity.