Research question

How can we rethink graphic design work to foster greater transparency, collaboration, and social legitimacy? Design is a strategic sector for global economic growth, but the dynamics of work in the creative cultural industries are not widely understood. Several critical issues are affecting Italy’s graphic design sector, regarding compensation, rights, and professional recognition. The lack of specific regulatory bodies and shared bargaining tools encourages devaluation; furthermore, easy access to the profession and the democratization of design tools hinder the recognition of professional expertise. The introduction of generative artificial intelligence is also shaping the instrumental landscape of the practice, introducing new methods. By focusing on the infrastructure and materiality of digital production, this research sheds light on the context of work in graphic design, to understand how it is evolving in Italy: digital production tools and organizational structures. The goal is to identify models and practices capable of developing useful tools for designers.

Methodology for achieving the objectives

The research methodology employs a mixed-methods approach, progressing from a literature review and comparative analysis to qualitative methods. In addition to analyzing texts on the integration of AI into design processes, a web survey targeting graphic design professionals will be developed, and interviews will be conducted with designers and industry experts to gather opinions and predictions regarding the future of graphic design. A platform will also be created to promote the dissemination of the collected materials.

Case studies

The case studies include organizations that advocate for specific groups of workers: Redacta (focused on freelance workers), TWC (the Alt Labor organization), Smartcoop (for self-employed creative professionals), and Aiap (for the regulation of the graphic design market). Horizontal structures in the graphic design sector, such as collectives and cooperatives, are also analyzed, in order to derive models, guidelines, and best practices.

Data analysis and interpretation of results

Distribution of the survey—which consists of several thematic sections (demographics, education, career, tools, use of AI, etc.)—will make it possible to examine the Italian context using specific and up-to-date information. Sampling will be conducted by region (territorial networks) and target groups. The data collection will be followed by analyses (e.g., descriptive) and visualizations. The findings are intended to illuminate the professional identity of the graphic designer; to highlight emerging working methods and strategies; measures that describe, to a certain extent, the structure of contemporary cognitive work.