So you’re building a brand, launching a product, or revamping your digital presence, and you know you need “a designer.” But here's the catch: you don’t know the type of designer you really need.
You post a job opening, and the applications flood in. Some call themselves graphic designers. Others are UX/UI designers. A few toss in both titles. Now you're stuck wondering: what’s the difference, and who would actually be the perfect fit?
Many founders, especially in the early stages, get tripped up by overlapping job titles in the design world. And hiring the wrong kind of designer for the job? That can mean wasted time, money, and missed opportunities to make the impact you’re aiming for, whether it's on a billboard or a mobile screen.
This guide is here to help you cut through the jargon and make a smart, strategic hiring decision. You’ll learn what each role does, when to hire one over the other, and how the right designer can move your business forward, visually and functionally.
Let’s break it down: Graphic Designer vs. UX/UI Designer; who’s the better fit for your startup’s next move?
What Does a Graphic Designer Do?
Think of a graphic designer as your brand’s visual storyteller. They take abstract ideas, like your mission, values, or vibe, and turn them into polished, eye-catching designs that grab attention and leave an impression.
Graphic designers are masters of layout, color, typography, and imagery. Whether you need a sleek logo, an Instagram carousel, a pitch deck that actually pops, or a sales brochure that doesn’t get tossed in the trash, this is your go-to expert. Their job is to communicate a message visually and make it look really good while doing it.
Common Responsibilities:
- Designing brand identities (logos, color palettes, fonts)
- Creating marketing collateral (flyers, brochures, posters)
- Designing social media graphics and ad creatives
- Laying out slide decks, presentations, and PDFs
- Collaborating with marketing and branding teams
Popular Tools:
- Adobe Photoshop
- Adobe Illustrator
- InDesign
- Canva (especially for startups and quick turnarounds)
In short, if your needs are visual and brand-driven, a graphic designer can help shape how your company looks and feels across both digital and physical touchpoints.
What Does a UX/UI Designer Do?
If the graphic designer makes things look good, the UX/UI designer makes them work beautifully. This role is all about creating intuitive, user-friendly digital experiences. Think apps, websites, dashboards, and software products.
Let’s break down the title.
UX (User Experience) designers focus on how users interact with a product. Their mission? Make that experience smooth, logical, and (ideally) delightful. They handle tasks such as user flows, wireframes, and usability testing to ensure every step makes sense.
UI (User Interface) designers focus on how the product appears and functions on the screen. They design buttons, icons, layouts, and interactions that not only align with your brand but also support a seamless experience.
Often, these two roles are rolled into one, especially in startup environments, hence the common "UX/UI Designer" title.
Common Responsibilities:
- Conducting user research and creating personas
- Designing wireframes, user flows, and prototypes
- Creating interface elements like buttons, menus, and icons
- Ensuring consistency with design systems and brand guidelines
- Collaborating closely with product managers and developers
Popular Tools:
- Figma (the gold standard for collaborative UI design)
- Adobe XD
- Sketch
- InVision (for prototyping and feedback)
In short, if you’re building a digital product, whether it’s an app, website, or SaaS platform, a UX/UI designer is the strategic hire. They don’t just make it look good; they make it make sense.
Graphic Design vs. UX/UI Design: Side-by-Side Comparison
Not sure which designer fits your current needs? Sometimes the easiest way to understand the difference is to see it laid out side by side. Below is a quick breakdown comparing the roles of a graphic designer and a UX/UI designer, so you can match the right skills to your project goals.
When to Hire a Graphic Designer
If your brand needs to look amazing, stand out from the crowd, and leave a lasting impression, this is your designer.
Graphic designers are the visual backbone of everything customer-facing that isn’t a product interface. Think of them as the go-to creative partner when you’re launching a brand, revamping your visual identity, or promoting your business through marketing campaigns.
Hire a Graphic Designer When:
- You're building or refreshing your brand identity (logo, colors, fonts, style guide)
- You need compelling marketing materials (flyers, banners, ads, brochures)
- Your sales team wants a sleek pitch deck that wows investors or clients
- You’re creating branded social media content or email campaigns
- You need print-ready assets like business cards, packaging, or signage
Graphic designers are especially valuable for startups in the early growth phase, where making a strong visual impression can set the tone for everything that follows. They help bring consistency, professionalism, and polish to your external communications, without touching a single line of code.
Bottom line: if it’s visual and non-interactive, a graphic designer’s your best friend.
When to Hire a UX/UI Designer
If you’re building a digital product and want people to actually enjoy using it, this is the designer you need.
A UX/UI designer steps in when your business goals go beyond visuals and into function. They're the architect behind user flows, wireframes, and high-fidelity mockups, ensuring every interaction on your website or app feels effortless, intuitive, and on-brand.
Hire a UX/UI Designer When:
- You're building or redesigning a website, mobile app, or SaaS platform
- Users are confused by your current product, or dropping off before converting
- You want to optimize onboarding, navigation, or product usability
- You need prototypes or wireframes to bring a product concept to life
- You're scaling and want to implement a design system for consistency
UX/UI designers shine when your goal is user-centered design, where every button, screen, and interaction is crafted to serve real people and real goals. They don’t just think about aesthetics. They think about structure, behavior, and how design influences decision-making.
Bottom line: if you're building something interactive or digital, hire a UX/UI designer early—and thank yourself later.
What If You Need Both?
Here’s the truth most founders eventually learn: sometimes, it’s not Graphic Designer or UX/UI Designer; it’s both.
If you’re launching a startup or scaling a digital product, chances are you’ll need visual branding and a seamless user experience. Your graphic designer might create the logo and color palette, while your UX/UI designer uses that branding to design an intuitive interface. Together, they bring your product and brand to life, one screen and asset at a time.
When You Might Need Both:
- You're launching a new tech product and also need a brand identity
- You want a beautiful website that performs well and aligns with your branding
- You’re building a marketing campaign around a new feature or app launch
- You need to balance visual storytelling with user functionality
Option 1: Hire Two Specialists
If your project has the budget and scope, hiring both roles gives you deeper expertise. Just make sure they collaborate closely to maintain a consistent look and feel.
Option 2: Hire a Hybrid Designer
Some designers wear both hats; they can handle branding and UX/UI. These hybrids are perfect for startups in early stages or tight on budget. Just know they may lean more toward one discipline, so it’s essential to review their portfolio carefully.
Tip: Look for someone with versatility, but don’t sacrifice depth in areas critical to your success, like UX for product-led growth or graphic design for brand-first businesses.
Where to Find Great Designers (And How to Vet Them)
Once you know who you need, a graphic designer, a UX/UI designer, or both, the next step is finding someone great. But where do you start? And how do you make sure you’re hiring a pro, not just someone who knows how to open Figma or Photoshop?
Here’s how to source and screen top design talent that actually delivers.
Where to Find Designers:
- Specialized Remote talent partners like South
(Hire pre-vetted Latin American designers who work U.S. hours, at a fraction of the cost.) - Freelance platforms: Upwork, Toptal, Fiverr Pro
(Great for short-term or project-based work.) - Specialized agencies or studios
(Best for bundled design support or tight timelines.)
How to Vet Them:
- Review their portfolio: Look for relevant projects, not just pretty pictures. If you’re hiring for product UX, a flyer won’t tell you much.
- Ask about their process: Good designers can explain how they move from concept to final design, and how they handle feedback.
- Give them context: See how they think by asking how they’d improve something you’re already using (like your landing page or app).
- Check for collaboration skills: Ask how they’ve worked with developers, marketers, or product teams in the past.
- Test communication and deadlines: Especially for remote work, clarity and reliability matter just as much as creativity.
Design isn’t just about visuals; it’s about results. Hiring the right designer means finding someone who understands your goals and can translate them into smart, effective design.
The Takeaway
At the end of the day, hiring the right kind of designer isn’t about titles; it’s about strategy.
A graphic designer helps you define and express your brand visually. A UX/UI designer helps you shape digital experiences that users actually want to engage with. Both are essential, but the right one for you depends on what you're building and where you're headed.
If you’re early-stage and focused on brand visibility, a graphic designer might be your MVP. If you’re building a digital product or optimizing a user journey, a UX/UI designer is your growth partner. And if you're doing both? Align your hires to your most urgent business goals or find a flexible pro who can bridge the gap.
The bottom line? Design is no longer a luxury; it’s a core function of how people experience your brand. Choose wisely, hire smart, and don’t be afraid to ask for help finding the perfect match.
Need help finding the right designer for your startup? At South, we connect U.S.-based companies with top-tier graphic and UX/UI designers across Latin America; fast, affordable, and fully remote.
Schedule a free call, tell us what you're building, and we'll match you with the creative talent to bring it to life!
