The production designer's primary, though by no means exclusive, responsibility is the design of the sets. Exact responsibility varies from one film industry to another. In the United States, for example, production design and costume design are usually two separate professions. In other major film industries, the two responsibilities are often held by a single person. Before designing anything, the designer develops a "design concept," an overarching metaphor for the film's appearance that governs individual choices. This "concept" may or may not be established in conjunction with the director. Once settled upon, however, it structures all decisions made, helping the art staff to give an individual film visual distinction.
Production designers have one of the key creative roles in the creation of motion pictures and television. Working directly with the director and producer, they must select the settings and style to visually tell the story.
