Abstract
The rise of freelance graphic design in the digital sphere has introduced new labor and creative dynamics, necessitating a deeper exploration of its implications, challenges, and opportunities. While advertising creativity has been widely studied, graphic design has received less attention, particularly in freelance practice. This research aims to fill that gap by examining the factors influencing performance, motivations, and profiles of freelance designers. The study analyzes these professionals, identifying key drivers behind their choice to work independently. Through a qualitative approach, 20 in-depth interviews were conducted with freelance designers working with clients in Colombia, the United States, and Europe. Responses were analyzed using open and axial coding, categorizing themes such as motivation, resilience, and performance. Findings reveal key patterns, leading to a proposed model based on motivation theories (Deci & Ryan, 1985) and creativity theories (Amabile, 1996). This categorization aids self-identification within the sector and provides a valuable reference for industry talent recruitment. Freelance designers are primarily driven by creativity, self-expression, and autonomy, yet face challenges such as economic instability, pricing negotiations, and market saturation. Effective strategies include self-directed learning, international networking, and personal branding. Success in freelancing depends not only on talent but also on a stable work model. Support networks and education play a crucial role in shaping the future of freelance graphic design, optimizing professional performance in an evolving global market.
Presenters
Alexander Garcia RamirezStudent, Doctorado, Universidad Autónoma de Barcelona, Barcelona, Spain David Badajoz Dávila
Professor, Advertising, Public Relations and Audivosial Communication, Universitat Autònoma de Barcelona, Barcelona, Spain
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Design Management and Professional Practice
KEYWORDS
Designer, Graphic Designer, Freelance, Freelancer, Self-employment, Profession, Graphic Design
