WHAT IS GRAPHIC DESIGN
WHAT IS GRAPHIC DESIGN?
If you want to get an idea across to an audience how would you do that? If you have a message you want to express how could you “send” it? One way is word of mouth. It is a strong but slow verbal method. Radio advertising has a much wider verbal and auditory broadcast. But another medium available is the use of visual stimulation. Visual stimulation occurs when anything is put in front of the eyes. Graphic design is any created text, pictures, computer rendered imaging, or any combination of these mediums to create a visual image or message. This means that graphic design is a visually stimulating form of communication.
Think about the quantity of communication we see visually: billboards, magazine ads, web pages, even restaurant menus. These visuals required a designer. The designer or artist, must mentally picture the piece of work to be communicated in his or her mind; create and organize the pictures/illustrations, graphic text, the borders, etc.; and do this in such a way that it conveys the message that the client has asked for. Www.Dictionary.com defines graphic design as:
“Graphic Design. Noun. Visual communication by a skillful combination of text and pictures in advertisements, magazines, books, etc.”
This art form is engrained in every aspect of life. Think about it. From mint packages and mouthwash, to movie posters and airplane banners, graphic design is always present whether to sell you something, persuade you on a given topic, or just simply to stimulate you. Well-done graphic designs attract you to them, making you feel a certain way. Whether is it to entice you to buy something, vacation somewhere, or secure a particular service, graphic design is used to promote both emotion and action.
The art of graphic design today, is both conventional hand made art and computer technology, and their fusion. Wikipedia says this about today’s graphic arts:
“Graphic design is the process of communicating visually using typography and images to present information. Graphic design practice embraces a range of cognitive skills, aesthetics and crafts, including typography, visual arts and page layout. Like other forms of design, graphic design often refers to both the process (designing) by which the communication is created and the products (designs) which are generated.”
Being a graphic designer is not simply just making the art itself. The artist must breakdown communication barriers by visually laying out a proper technique for the message. The two main components to a graphic design are font type and imaging. “A picture says a thousand words.” This is a very true statement when it comes to design, for in a limited amount of space you must convey a feeling, emotion, or opinion many times without the use of many words. A given audience will react to what they see solely formed on personal life experience, mental association and character. For instance, if one sees tears, something is visibly wrong. The emotion of sorrow or sympathy would come to mind.
There are several styles in graphic design. The first is called “image-based” design. In this form the picture conveys most all of the message and there are few, if any, words to compliment it. (See Appendix page 7_1A) In this image, the ad only has 2 words and the picture carries the rest of the meaning.
The second style is “text-based”, meaning that it the exact opposite of the first style. It is mostly words with a small amount of picture reference. (See Appendix page 7_1B) Notice the background is still part of the picture and the only real image in this ad is the box of Kleenex, the rest of the ad being text. Graphic designers use text much differently than article writers do. Even if you have a text-based graphic, words must be choice and precise in both meaning and look. Even the text font is a huge contributor to the emotion that is pulled out of a graphic design.
It is up to the graphic designer to make or search for the necessary letter font, images, colors, etc. and the appropriate balance of each. Vast training and hand-on experience render them professionals at visual presentations/communication.
Another aspect of the graphic design job description is that the designer usually becomes the buffer between all participating parties. The audience, a client, other artists, creatives, and a myriad of professionals, all have to work through the designer to achieve the end result, a piece that effectively communicates the said message. Many times the client is too close to the work to be able to get an “out of the box” thought process going. On the flip side, the audience often times is not close enough to the piece to fully grasp the intent of the clients’ message. The graphic designer brings the two together by making a creative, “out of the box” idea that meets both the needs of the client and appeals to the crowd.
When making a graphic design it is important to specify the needs of the client, what the message of the design should be, and how it captures the audience. Pop culture and fashion play a huge roll in how the artist must make the piece appeal to the masses. Graphic designers must research information about the client and the product he or she is trying to sell. In an interview, student of graphic design and cultural arts, Blair Sammons, stated that:
“Graphic Design is the business of designing graphics for a business, whether it be an advertisement, a t-shirt, or a logo. A graphic designer has to take in to account color, lines, shapes, fonts, names, size, and what physiological effects they will have on potential customers for that company. For example, reds and yellows make people hungry; just take a look down the chip aisle at a grocery store.”
When preparing a piece it is important to draw it or lay it out manually before even touching anything digital. This is called its analogue form. This process forces the designer to think though every aspect and detail completely before beginning the digital stage. When the first stage is completed, the designer previews for his client the prototype as it stands in its analogue form. They discuss the goods, the bads, and uglies about the piece and the appropriate modifications are made. Several drafts of the final copy are made from the digital print to find the best hue and saturation for final communication, as well as to work out all last minute kinks.
1A EMBED Word.Picture.8
Becoming a Graphic Designer: A Guide to Careers in Design 2nd Edition
By Steven Heller, Teresa Fernandes
Paperback – 200 pages
Internet: HYPERLINK “http://en.wikipedia.org/wiki/Graphic_design” http://en.wikipedia.org/wiki/Graphic_design/
Internet: HYPERLINK “http://dictionary.com/” http://dictionary.com/
Internet: HYPERLINK “http://www.aiga.org/” http://www.aiga.org/
Interview of: Blair Sammons, November 25,2007.
By CONTACT _Con-3E3E9CB91 c s l Garrett Sammons