What is the position of graphic designers in the digital age? – VnExpress International

Market demand is shifting towards designers who can apply visual language to address business challenges and support brand development at both national and international levels.

Severe selection in the digital market

Rapid advances in digital technology are reshaping the graphic design industry. According to a report by 360 Research Reports, global demand is increasingly focused on digital products such as websites, mobile applications, and social media platforms. More than 33% of current demand is related to brand building and positioning.

In Vietnam, this trend is becoming more pronounced with the expansion of the digital economy and e-commerce. Companies are increasing investments in brand identity systems, UI/UX (user interface and user experience design), digital content, and packaging to become more competitive in the online market.

A report from Next Move Strategy Consulting notes that while the supply of design graduates is relatively high, many lack work experience, systems thinking, and the ability to deal with real-world branding challenges. As a result, companies often need to allocate additional resources to training. At the same time, competition from international companies is increasing pressure on local companies to retain talent and expand their operations.

Industry demand is gradually shifting toward designers with adaptive thinking, cross-functional skills, and stronger capabilities in analysis, concept development, and brand storytelling. As more companies establish in-house creative teams, designers are increasingly expected to contribute not only to execution but also to brand and communication strategy.

Changes in the mindset of students studying graphic design

As artificial intelligence (AI) becomes increasingly integrated into creative industries, questions are arising about the evolving role of human designers.

Speaking at the conference “Communication and Creative Industries in Contemporary Asia” (ICCCI 2025), Professor Rick Bennett, Vice-Chancellor and Vice-Chancellor of British University Vietnam (BUV), said higher education institutions need to focus on developing depth of thinking and strong theoretical foundations, rather than just focusing on technical skills.

At the same event, Dr Nick Chan from Hong Kong Baptist University said advances in technology, including AI, are driving structural changes across the creative sector. Rather than reducing human involvement, these changes are increasing the demand for professionals who can integrate creative thinking, analytical skills, and technical understanding to create new forms of value.

In response to these developments, BUV has introduced a dual degree program in Graphic Design with Manchester Metropolitan University. The school’s Faculty of Arts is the second oldest art education institution in the UK and ranked in the top 51-100 of the world in the 2025 QS World University Rankings. Currently, BUV is also ranked among the world’s top 200 universities in the field of art and design, and is currently the only international university in Vietnam ranked in this field.

The Graphic Design program is designed not only to teach visual aesthetics, but also to develop the structural thinking and strategic abilities of future designers.

The program emphasizes a “concept-first, not tools-first” approach, where critical thinking forms the basis and software tools act as supporting means.

Students must analyze the problem, understand the client’s needs, develop core concepts, and structure the message before moving to implementation. This method aims to reduce over-reliance on technology while promoting independent thinking and creative identity.

Students checking their portfolios. Photo courtesy: BUV

Learning at BUV is structured around a studio-based model that reflects professional practice and minimizes the disconnect between classroom learning and workplace expectations. Students work on real-world projects and receive feedback from international faculty and industry contacts.

This approach introduces students early on to professional workflows, performance standards, and the need to articulate and defend design ideas. Assessments are based on portfolios and accumulated project work rather than traditional exams, providing a clearer picture of students’ problem-solving and conceptual abilities.

Students working on a project. Photo courtesy: BUV

The curriculum also aims to balance traditional fundamentals with digital competencies. Students begin with hand drawing, spatial awareness, and visual language to establish a foundation in form and composition before moving on to digital tools and technology-based design. This structure is intended to help students understand design principles at a fundamental level, rather than focusing solely on software-driven output.

Interdisciplinary learning is another element of the program, encouraging students to leverage communications, technology, and business perspectives when tackling design challenges.

BUV has internationally qualified faculty who help students develop their strengths in a variety of areas, including UI/UX design, brand identity, and brand positioning. The dual degree model allows students to access British academic standards in Vietnam at a lower cost than studying abroad.

BUV campus. Photo courtesy: BUV

BUV and Manchester Metropolitan University are also jointly funding a limited bursary scheme, reflecting a commitment to supporting talent development in the creative industries by improving access to international standard education.

British University Vietnam is Vietnam’s first QS 5-star university and the first university in Vietnam and ASEAN to be accredited by QAA, the UK’s higher education quality assurance agency. Its programs are designed to align with industry developments, combining academic research and practical application, and graduates typically aim for employment or further study immediately after graduation.

Learn more about BUV’s graphic design program here.