1. Applying the Art of Graphic Design

2. What is Graphic Design? Graphic Design is traditionally defined as problem solving on a flat, 2-D surface. However, Web design and multimedia expand the field into 3-D and time-based 4-D applications. The designer conceives, plans, and executes designs that communicate a specific message to a specific audience within given limitations.

3. Applied Design Fields Industrial Design  The design and development of 3-D functional objects including machines, tools, and kitchen implements  The Industrial designer attempts to simplify the use and manufacture of objects as well as increase their safety and efficiency.

4. Applied Design Fields Environmental Design  A large general category that includes the design of buildings, landscapes, and interiors.  The Environmental designer attempts to fashion designs that are safe, efficient, and aesthetic.

5. Applied Design Fields Graphic Design  The design of things people see and read. Posters, books, signs, billboards, advertisements, commercials, brochures, websites, and motion graphics.  The Graphic designer attempts to maximize both communication and aesthetic quality.

6. Applied Design Fields Web & Multimedia Design  The design of interactive, often motion-based graphics. Text, audio, graphics, animations, and full-motion video.  These designers are expected to have skills in both print and web design.

7. The Design Process Step 1: Research Who is the audience? What constraints are there in format, budget, and time? What is the goal of the project? Gather & study all related materials and what’s been done before. Keep a file of anything that is interesting or well done. Expand your visual vocabulary and use it to build new designs. Step 2: Thumbnails Idea sketches that provide visual evidence of thinking, searching, and sorting process that leads to final solutions. Thumbnails are usually small, fast, and not detailed.

8. The Design Process Step 3: Roughs Once the range of ideas has been fully explored, select the best thumbnails for refinement. You may want to discuss these choices and do a full size rough in greater detail. Step 4: Comprehensives The “Comp” is the piece of art you present to the client for final approval. Although based on your rough, it is much more carefully done.

9. The Design Process Step 5: Presentation Practice selling the concept verbally before presenting it. Demonstrate that you understand the clients perspective and goals. Discuss your ideas enthusiastically in terms the client can understand. Be prepared to listen, compromise, and make revisions if needed. Step 6: Ready for Press Once accepted, the job is now ready for production. The comp shown to the client may look exactly like the finished piece, but it often can not be used to produce the final printed product. Everything must be sent to the printer ready for press. Printer’s inks must be indicated as well as paper selection.

10. Careers Design Studios - The studio will have designers, production artists, account service reps, and often illustrators and photographers on staff or on call. In-House Design - These designers serve the particular needs of institutions ranging from hospitals, publishers, banks… Printing Companies - Pre-press work. A good starting place. The Advertising Agency - Creative director, designer and copywriter executes concepts. Projects cover all forms of print and multimedia. Freelance - Allows a maximum amount of freedom but calls for certain business related skills (personal promotion, networking…)Drawbacks: no health insurance or company benefits. New Media - Website creation calls for design skills with page layout, logo design, scripting, illustration, typography, and animation.