2Objectives Define graphic design Become familiar with the major graphic design disciplinesLearn about working in the fields of graphic design and advertisingBe introduced to ethics in graphic design
3DefinitionsGraphic design is a form of visual communication used to convey a message or information to an audience. It is a visual representation of an idea relying on the creation, selection, and organization of visual elements.A graphic design solution can:persuadeinformidentifymotivateenhanceorganizebrandrouselocateengagecarry/convey many levels of meaning
4DesignWe don’t have to go to a museum or gallery to see graphic design—it surrounds us. Everything from a website to a poster to a mobile advertisement is visual communication—ideas, messages, and information conveyed through visual form aimed at a mass audience.Graphic design and advertising are both communication design disciplines and are integral parts of contemporary popular visual culture.
5Graphic Design Disciplines Designers solve a wide range of visual communication problems working with a variety of clients—from a nonprofit organization attempting to reach families in need, to a brand promoting a new product, to a corporation that wants to go green, to a revitalized city’s transportation secretary who needs a wayfinding system.Graphic design is categorized into disciples and formats. Some formats, such as posters and websites, cross disciplines.
7Graphic Design Disciplines Corporate communication design involves any communication design formats used to communicate internally with employees, create materials for a sales force or other employees, as well as formats used by a corporation or organization to communicate externally with the public, other businesses, and stockholders.Emphasis is on maintaining a consistent corporate voice throughout any and all applications.Corporate communication formats include annual reports, brochures, sales kits, marketing collateral, corporate publications, business-to-business materials and applications, corporate websites and intranet, and new product offerings materials.
8Graphic Design Disciplines Editorial design involves the design of editorial content for print or screen; it is also called publication design.The editorial designer makes content accessible, interprets content to improve communication, enhances the reader’s experience, creates visual interest, and establishes a voice, character, and structure for a publication.Editorial design formats across media include book design, magazine design, newspaper design, newsletters, and booklets; on screen, in addition they include vlogs, mologs, and blogs.
10Graphic Design Disciplines Experimental and/or self-initiated design covers a range of projects from designers’s self-initiated projects to collaborations with dancers, fine artists, musicians, and writers.Illustration is a handmade unique image that accompanies or complements printed, digital, or spoken text.It clarifies, enhances, illuminates, or demonstrates the message of the text.Professional illustrators work in a variety of media and most often have uniquely identifiable styles.Information design is a “highly specialized area of design that involves making large amounts of complex information clear and accessible to audiences of one to several hundred thousand” (definition by the AIGA).The graphic designer’s task is to clearly communicate, make information easily accessible, and clarify and enrich any type of information for the user’s understanding.
16Design Media We see graphic design across media: Print (printed matter in the form of books, magazines, newspapers, brochures, booklets, posters, covers, corporate communication, signage, outdoor billboards, business cards, etc.)Screen-based (desktop web, mobile web, social media, tablet, public screens, installations, motion, etc.)Environments (commercial, educational, government, museums, public spaces, etc.)
17Working in the FieldThe main places of employment for a communication design professional are design studios, branding firms, publishers, digital/interactive agencies, advertising agencies, integrated communication firms, marketing companies, and companies, corporations, institutions, governments, schools, and organizations with in-house design departments.Collaboration: More than ever before, graphic design is collaborative.From developing strategy through design implementation, graphic designers often work in partnership with others.Collaboration might begin at the outset when different firms work together to solve a communication design problem.
18CollaborationFrom developing a strategy to negotiating a fee to choosing a printer, the client and graphic designer collaborate.A graphic designer also works with other visual communications professionalsCreative directorsDesign directorsAssociate creative directorsProduction expertsPhotographers, illustrators, copywriters, and art directorsSpecialists(interactive / type/lettering / architects / film directors / producers / casting directors / talent (actors, musicians, and models) / music houses / IT professionals / psychologists / social anthropologists / market researchers)Printers and printers’ sales representatives
19Why Design MattersAs designer Paula Scher wisely said, “Design matters.”Most people know that graphic designers create solutions for brands and corporations. Communication design helps drive the economy, provide information to the public, and promote competition (which can result in the research and development of goods and services).There is another side of graphic design that is less well known but vital to society: designers use their expertise to inform people about important social and political issues and promote good causes.
21Demands of the Profession The graphic design profession demands critical thinking, creative thinking, and creative and technical skills.A broad liberal arts education would best equip a graphic designer to understand the context of design assignments and propose meaningful solutions, as well as to best understand the meaning of images.Both theory and skills are necessary for practice.
22SummaryGraphic design and advertising both play a key role in the appearance of almost all print, film, and screen-based media, forming society’s popular visual landscape.Graphic designers and advertising art directors are the creative professionals who, through ethical practice, use constructed visual communication to convey messages and information to an audience.Visual communication can persuade, inform, identify, motivate, enhance, organize, brand, rouse, locate, engage, and carry or convey many levels of meaning.
23SummaryVisual communication professionals work in a variety of settings—design studios, branding firms, companies, corporations and organizations with in-house design departments, publishers, interactive agencies, unconventional marketing firms, advertising agencies, and integrated communication firms, as well as in their own studios as freelancers. They collaborate with a good number of other creative professionals as well as with their clients.Design matters: Visual communication helps society in a great number of ways, from driving the economy to informing the public.Visual communication professionals need to be well educated with a strong liberal arts background and excellent training in design and writing. They must also be conversant in ethics.