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PapaHR · Mike Pritula Academy · Roles

Graphic Designer: Role Profile, KPIs and Interview Questions

Find graphic designer responsibilities, key performance indicators (KPIs) and hiring tools here. Use them to agree on deliverables, review portfolios and plan the first few months.

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Job profiles, hiring, onboarding and reviews are in PapaHR. Free for up to 25 employees.

  1. Take the profile below or build your own with the builder.
  2. In PapaHR the profile turns into a job ad, an onboarding plan and probation goals.
  3. After 90 days, review the person against the same KPIs and competencies.

Job profile

Why the role exists

Make the company’s offers clear and recognisable through visual materials.

Result in a year

Advertising, sales and print materials arrive on time and receive approval. Brand identity stays consistent, editable files remain accessible, and templates cover recurring tasks.

Place in the structure

  1. Reports toHead of Marketing, or the owner without a marketing team.
  2. Direct reportsNone
  3. Works withMarketing specialist — objectives, audience and deadlines, Copywriter — copy content and length, Social Media Manager — publishing formats, Sales team — presentations and sales collateral, Print supplier — specifications and proofs, Developer — website graphics handover
Key result areas
  1. Approved materials delivered to plan — Design delivery against planSample target: 100% of planned deliverables approved by the requester.
  2. Materials ready for launch — On-time deliverySample target: 95% of tasks delivered on time.
  3. Production-ready artwork — Technical readinessSample target: 98% of files need no technical corrections.
  4. Consistent brand identity — Brand complianceSample target: 100% of reviewed designs follow brand guidelines.
  5. Accessible editable files — Complete source file handoversSample target: 100% of planned source file handovers are complete.
  6. Templates for recurring work — Template delivery against planSample target: 100% of planned templates approved after user testing.
Requirements

Experience: Portfolio of completed projects explaining the brief and personal contribution.

Formal: Relevant education preferred; assess ability through portfolios and practical work.

Should know

  • Composition, typography and colour fundamentals.
  • Differences between raster and vector graphics.
  • Requirements for dimensions, resolution and colour modes.
  • Rules for logos and brand elements.
  • Font, photograph and illustration licensing terms.
  • Print artwork preparation fundamentals.

Should be able to

  • Use vector, raster and presentation design software.
  • Turn a brief into a clear visual concept.
  • Explain decisions through the objective and audience.
  • Estimate time for design, adaptations and revisions.
  • Check artwork before publishing or printing.
  • Hand over organised source files with required assets.
Competencies at three levels

Understanding the brief

Keeps the design focused on the message and purpose.

  1. Clarifies the format, copy and deadline before starting.basic
  2. Identifies the audience, main message and desired reader action.solid
  3. Resolves contradictions in briefs and agrees measurable acceptance criteria.strong

Visual communication

Makes the offer understandable during a brief encounter with advertising.

  1. Aligns elements and highlights headings using an existing example.basic
  2. Guides attention through composition, contrast and typography.solid
  3. Preserves meaning and recognition across different formats.strong

Production accuracy

Reduces wasted print runs, rejected files and rework.

  1. Exports files following instructions and checks dimensions.basic
  2. Independently checks fonts, images, margins and export settings.solid
  3. Anticipates production risks and arranges checks before release.strong

Working with feedback

Helps secure approval without endless conflicting revisions.

  1. Records comments and clarifies unclear feedback.basic
  2. Separates the problem from suggested solutions and checks revisions against the brief.solid
  3. Helps stakeholders reconcile conflicting requirements and agree a justified solution.strong

Workload planning

Keeps materials ready for advertising launches and print deadlines.

  1. Estimates task completion and reports delays.basic
  2. Includes adaptations, approvals and file preparation when estimating deadlines.solid
  3. Proposes changes to scope or task order before workload becomes unmanageable.strong

Reusable design

Reduces repetitive work and dependence on one designer.

  1. Names layers clearly and saves source files in designated folders.basic
  2. Creates templates with clear rules for replacing copy and images.solid
  3. Tests templates with colleagues and removes causes of editing errors.strong
Builder

Build the profile for your company

Tick what this person does at your company. On the right is the ready profile: copy it or open it in PapaHR.

Graphic Designer

Make the company’s offers clear and recognisable through visual materials.

Duties
  1. Clarify the audience, message, format and deadline for each deliverable.
  2. Propose a visual approach that answers the brief.
  3. Create advertising banners, presentations and print materials.
  4. Build clear layouts and text hierarchy.
  5. Adapt approved concepts across sizes and channels.
  6. Check readability at the final output size.
  7. Consolidate feedback and agree final versions with the requester.
  8. Prepare files to platform or print supplier specifications.
  9. Create editable templates for recurring materials.
  10. Store source files, versions and asset licence information.
  11. Design logos and basic brand guidelines.
  12. Create simple animations for advertising posts.
  13. Retouch product photographs for catalogues.
  14. Design packaging using the manufacturer’s dielines.
  15. Approve colour proofs with the print supplier before production.
  16. Create illustrations and icons for company materials.
  17. Teach colleagues to edit approved templates.
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Graphic designer KPIs

  1. Design delivery against plan — Approved planned deliverables / planned deliverables × 100%. Mistake: Treating a size adaptation as equivalent to a new concept.weight 25% · month
  2. On-time delivery — Tasks delivered on time / tasks due this period × 100%. Mistake: Moving overdue tasks into next month to improve the score.weight 20% · month
  3. Technical readiness — Files needing no technical corrections / files released × 100%. Mistake: Counting files as error-free without production checks.weight 20% · month
  4. Brand compliance — Compliant designs / designs reviewed × 100%. Mistake: Reviewing only compliant designs and excluding the rest.weight 15% · month
  5. Complete source file handovers — Complete source handovers / planned source handovers × 100%. Mistake: Accepting source files that cannot open because assets are missing.weight 10% · month
  6. Template delivery against plan — Approved planned templates / planned templates × 100%. Mistake: Approving templates before intended users test editing them.weight 10% · quarter
Calculator

Work out the KPI bonus

Enter how much of each target was met, in percent, and the bonus at 100%. You can change the weights.

KPIWeight, %Achieved, %Share
Design delivery against plan
On-time delivery
Technical readiness
Brand compliance
Complete source file handovers
Template delivery against plan
KPI total
Bonus
Sum of weights

The weights are an example. They should add up to 100%.

Interview questions

Scorecard

Run the interview and get the result

Score each answer from 1 to 5 and the total is worked out by competency. Keep this page open on your phone during the interview.

Understanding the brief

Describe a project with a vague brief. What did you clarify, how did the task change, and what was approved?

✓ Listen for: Specific audience, message and acceptance questions; clear links to the final design.

⚑ Red flag: Started designing immediately; defines success only as pleasing the manager.

Tell me about an attractive design that missed its purpose. How did you notice, and what did you change?

✓ Listen for: Identified lost meaning, changed the design and checked understanding.

⚑ Red flag: Cannot explain the purpose of work in their own portfolio.

Visual communication

Show a project with substantial copy. What should readers notice first, and how did you achieve that?

✓ Listen for: Explains priorities through size, position, contrast and removing distractions.

⚑ Red flag: Only describes software effects, without explaining reading order.

Describe adapting one concept for print and a small screen. What changed, and why?

✓ Listen for: Changed composition and text size; checked readability in the final format.

⚑ Red flag: Simply shrank the original layout without checking the result.

Production accuracy

Describe a technical error in your artwork. When was it caught, how did you fix it, and what checks changed?

✓ Listen for: Explains the cause, consequences and a specific check preventing recurrence.

⚑ Red flag: Conceals errors or blames the print supplier entirely.

Tell me about preparing print artwork with unfamiliar specifications. What did you confirm with production, and how did you check the file?

✓ Listen for: Requested specifications; checked relevant dielines, colours, margins and proofs.

⚑ Red flag: Sent a standard image and left the printer to resolve everything.

Working with feedback

Describe conflicting revisions from several stakeholders. What did you personally do, and how was approval reached?

✓ Listen for: Consolidated comments, identified the decision maker and linked choices to the objective.

⚑ Red flag: Followed contradictory instructions silently or argued about taste.

Tell me about a revision you disagreed with. How did you discuss it, and what was decided?

✓ Listen for: Clarified the reason, explained consequences, proposed an option and recorded the decision.

⚑ Red flag: Refused discussion or made changes without understanding the problem.

Workload planning

Describe handling several urgent designs simultaneously. How did you estimate scope, agree priorities and deliver?

✓ Listen for: Considered launch dates and dependencies; agreed priorities before starting.

⚑ Red flag: Promised everything and only reported delays on launch day.

Tell me about late copy changes threatening a print deadline. What did you propose, and how did the task end?

✓ Listen for: Allowed for reflow and checks; agreed revised scope or deadline.

⚑ Red flag: Replaced copy immediately before delivery without checking the layout again.

Reusable design

Describe a template you built for colleagues. How did you test usability, and what changed after use?

✓ Listen for: Observed editing, protected against accidental changes and added clear instructions.

⚑ Red flag: Shared a copy of their layout without checking colleagues could use it.

Describe handing a project to another designer. What did you prepare, and how did you confirm they could continue?

✓ Listen for: Provided versions, linked assets and font information; checked the project opened.

⚑ Red flag: Left only final images or links to personal storage.

Score at least one answer and the result shows up here. ·
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Test task

A local bakery promotion: social post and poster · 2 hours

Practice brief: a local bakery invites neighbours to a tasting. The main action is to register at the supplied web address. Give the candidate final copy, a logo, images cleared for use, brand guidelines and technical specifications. Ask for a square social post and a print poster adaptation. Request editable source files, exports and a short explanation of design choices. Questions and assumptions can be listed separately. If time runs out, the candidate should identify unfinished steps. Use the materials only for assessment.

How to assess it

  • The main message and registration details stand out immediately.
  • Layouts suit each format; text is readable without zooming.
  • Logo, colours and fonts follow the supplied guidelines.
  • Exports meet specifications; no text is cropped.
  • Source files open; layers and versions have clear names.
  • Design decisions reflect the audience and objective.

Ready job ad

Graphic Designer at [company]

[company] needs a designer for advertising, print and sales materials.

What you will do

  • Create banners, presentations and print materials from agreed briefs.
  • Develop visual ideas within our brand guidelines.
  • Adapt designs across different sizes and channels.
  • Discuss designs and consolidate revisions with [manager].
  • Check and deliver production-ready files.
  • Create templates and keep source files organised.

What we need

  • Portfolio featuring advertising, presentation or print work.
  • Ability to explain project objectives and design decisions.
  • Strong composition, typography and colour skills.
  • Proficiency in [design software] and production file preparation.
  • Ability to estimate timelines and discuss feedback.
  • Understanding of font and image licensing.

What we offer

  • Pay: US$[salary] monthly; [review arrangements].
  • Schedule: [schedule]; working arrangement: [arrangement]; location: [city].
  • Agree tasks and priorities with [manager].
  • We provide [equipment], [software licences] and [asset access].
  • Employment arrangements and time off: [terms].
  • Send your portfolio to [contact], explaining your contribution.

In PapaHR this text becomes a job opening with a careers page and a candidate pipeline.

90-day onboarding plan

Before day one

  1. Send the team introduction plan and initial deliverables list.HR
  2. Set up design software, licences and shared artwork storage access.IT
  3. Gather brand guidelines, source files and print supplier specifications.Manager

Day one

  1. Explain products, audiences and upcoming advertising launches.Manager
  2. Show briefing, version approval and source file storage processes.Mentor
  3. Check source files open, fonts are available and exports work.New hire

First week

  1. Adapt an existing concept using a real brief.New hire
  2. Check readability, brand compliance and final file settings.Mentor
  3. Agree acceptance criteria and probation period goals.Manager

30 days

  1. Independently deliver a design from brief clarification to file handover.New hire
  2. Review time estimates and reasons artwork was returned.Manager
  3. Create a release checklist for different formats.New hire

60 days

  1. Prepare campaign materials for several channels.New hire
  2. Create a recurring design template and test with a colleague.New hire
  3. Discuss workload and adjust the template plan.Manager

90 days

  1. Review deadlines, file quality and source file handovers.Manager
  2. Demonstrate a project handover without verbal guidance.New hire
  3. Record the probation period outcome and development plan.HR

Probation period goals

  1. Independently deliver materials against agreed briefs.Sample target: by day 60, three formats approved without help using the software.
  2. Meet agreed deadlines while maintaining production quality.Sample target: at least 95% on time in month three, with no critical production errors; track delays in supplied inputs separately.
  3. Keep editable materials accessible to the team.Sample target: by day 90, all completed projects handed over fully; a colleague opens and edits a selected source file.
  4. Speed up recurring work through a template.Sample target: by day 90, a colleague independently produces two correct versions using the new template.

Career path

Junior Graphic Designer

Adapts existing designs; a mentor checks composition and exports.

To move up: Deliver routine briefs independently with production-ready files.

Graphic Designer

Develops individual design concepts and manages approvals.

To move up: Demonstrate cohesive campaigns, consistent quality and useful team templates.

Senior Graphic Designer

Leads complex design series, develops brand identity and supports colleagues.

To move up: Learn to brief others, review work and plan team capacity.

Head of Design

Owns visual direction, quality, resources and designer development.

To move up: Progress towards managing several design areas as the company grows.

Questions for a 1:1 meeting

  1. Which briefs still lack a clear audience or main message?
  2. Which designs are waiting on copy or approval, and whose help would unblock them?
  3. Where do revisions repeat, and what guideline could reduce them?
  4. Which technical check prevents our most expensive rework?
  5. Which recurring material should we turn into a template next?
  6. Which formats need more time for readability checks?
  7. Which source files or licences make handovers difficult?
  8. What skill would you like to develop, and where do you need feedback?

Mistakes in hiring and managing

  1. Judging portfolios only by attractive images.
    Better: Discuss briefs, constraints, personal contribution and readiness for actual use.
  2. Expecting one person to handle graphics, websites, complex animation and filming.
    Better: Choose core formats; discuss additional skills separately against available capacity.
  3. Sending scattered revisions from the whole company.
    Better: Appoint one approver, consolidate feedback and record the final version.
  4. Judging the designer only by campaign revenue.
    Better: Assess delivery and quality; review advertising results with the marketing specialist.
  5. Accepting final images without checking source files and licences.
    Better: Check project completeness and whether someone else can continue before closing the task.
HR in money

What a bad hire costs: Graphic designer

The same calculation as in PapaHR «HR in money»: the cost of hiring plus the salary for the months the new hire worked at half capacity.

One leaver
A year

In the first months a new hire delivers about half the result, so the company pays the other half of the salary for learning. In PapaHR the calculation uses your real leavers.

Questions and answers

What does a graphic designer do in a small business?

Creates visual materials for advertising, sales and print, including banners, presentations and flyers. They clarify the brief, propose a design and prepare production files. Agree the required formats before hiring.

How does a graphic designer differ from a web designer?

A graphic designer communicates visually through digital and printed materials. A web designer plans website pages, their structure and behaviour across screens. Check website projects separately if that is part of the role.

How can a manager assess a graphic designer without design expertise?

Ask about each selected project’s objective, constraints and personal contribution. Check whether the main message is clear and the material suits its intended format. A print supplier can help assess technical print files.

Which KPIs suit a graphic designer?

Use agreed delivery plans, deadlines, technical quality and complete source file handovers. Define a completed task first and account for changes to the brief. If no relevant tasks occur during a period, leave that indicator unscored and agree weight redistribution beforehand.

Should we hire an employee or a freelance designer?

An employee suits a steady flow of materials and frequent team collaboration. A freelancer suits individual projects or occasional work. Compare workload, availability and the manager’s time spent briefing and reviewing.

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