Communication design is a mixed discipline between

design A design is a plan or specification for the construction of an object or system or for the implementation of an activity or process or the result of that plan or specification in the form of a prototype, product, or process. The verb ''to design' ...

and information-development which is concerned with how

media Media may refer to: Communication * Media (communication), tools used to deliver information or data ** Advertising media, various media, content, buying and placement for advertising ** Broadcast media, communications delivered over mass e ...

communicate with people. A communication design approach is not only concerned with developing the

message A message is a discrete unit of communication intended by the source for consumption by some recipient or group of recipients. A message may be delivered by various means, including courier, telegraphy, carrier pigeon and electronic bus. A ...

in addition to the aesthetics in media, but also with creating new media channels to ensure the message reaches the target audience. Some designers use graphic design and communication design interchangeably due to overlapping skills. Communication design can also refer to a systems-based approach, in which the totality of media and messages within a culture or organization are designed as a single integrated process rather than a series of discrete efforts. This is done through communication channels that aim to inform and attract the attention of the people one is focusing one's skills on. Design skills must be tailored to fit to different cultures of people, while maintaining pleasurable visual design. These are all important pieces of information to add to a media communications kit to get the best results. Within the discipline of Communication, a framework for Communication as Design has emerged that focuses on redesigning interactivity and shaping communication

affordances Affordance is what the environment offers the individual. American psychologist James J. Gibson coined the term in his 1966 book, ''The Senses Considered as Perceptual Systems'', and it occurs in many of his earlier essays. However, his best-kno ...

. Software and applications create opportunities for and place constraints on communication. Recently, Guth and Brabham examined the way that ideas compete within a crowdsourcing platform, providing a model about the relationships among design ideas, communication, and platform. The same authors have interviewed technology company founders about the democratic ideals they build into the design of

e-government E-government (short for electronic government) is the use of technological communications devices, such as computers and the Internet, to provide public services to citizens and other persons in a country or region. E-government offers new ...

applications and technologies. Interest in the Communication as Design framework is growing among researchers.

Overview

Communication design seeks to attract, inspire, create desires and motivate people to respond to messages, with a view to making a favorable impact. This impact can be to the bottom line of the commissioning body, which can be either to build a brand or move sales. It can also range from changing behaviors, to promoting a message, to disseminating information. The process of communication design involves strategic business thinking, using

market research Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Mar ...

creativity Creativity is a phenomenon whereby something new and valuable is formed. The created item may be intangible (such as an idea, a scientific theory, a musical composition, or a joke) or a physical object (such as an invention, a printed Literature ...

problem-solving Problem solving is the process of achieving a goal by overcoming obstacles, a frequent part of most activities. Problems in need of solutions range from simple personal tasks (e.g. how to turn on an appliance) to complex issues in business an ...

, and technical skills and knowledge such as

colour theory In the visual arts, color theory is the body of practical guidance for color mixing and the visual effects of a specific color combination. Color terminology based on the color wheel and its geometry separates colors into primary color, seconda ...

, page layout,

typography Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing ( leading), ...

and creating visual hierarchies. Communications designers translate ideas and information through a variety of media. Their particular talents lie not only in the traditional skills of the hand, but also in their ability to think strategically in design and marketing terms, in order to establish credibility and influence audiences through the communication. The term communication design is often used interchangeably with visual communication, but has an alternative broader meaning that includes auditory, vocal, touch and smell. Examples of communication design include

information architecture Information architecture (IA) is the structural design of shared information environments; the art and science of organizing and labelling websites, intranets, online communities and software to support usability and findability; and an emerging ...

editing Editing is the process of selecting and preparing written, photographic, visual, audible, or cinematic material used by a person or an entity to convey a message or information. The editing process can involve correction, condensation, o ...

, illustration,

web design Web design encompasses many different skills and disciplines in the production and maintenance of websites. The different areas of web design include web graphic design; user interface design (UI design); authoring, including standardised code a ...

, animation,

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

ambient media Ambient media are out-of-home products and services determined by some as non-traditional or alternative media. Examples are messages on the backs of car park receipts, on hanging straps in railway carriages, posters inside sports club locker room ...

, visual identity design, performing arts,

copywriting Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or ...

and

professional writing Professional writing as an activity is writing for reward or as a profession; as a product or object, professional writing is any form of written communication produced in a workplace environment or context that enables employees to, for example, co ...

skills applied in the creative industries.

Education

Students of communication design learn how to create visual messages and broadcast them to the world in new and meaningful ways. In the complex

digital environment A digital environment is an integrated communications environment where digital devices communicate and manage the content and activities within it. The concept is based on digital electronics systems which are integrated and implemented for a gl ...

around us, communication design has become a powerful means of reaching out to the

target audience A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumer within the predetermined ...

. Students learn how to combine communication with

art Art is a diverse range of human activity, and resulting product, that involves creative or imaginative talent expressive of technical proficiency, beauty, emotional power, or conceptual ideas. There is no generally agreed definition of wha ...

and

technology Technology is the application of knowledge to reach practical goals in a specifiable and Reproducibility, reproducible way. The word ''technology'' may also mean the product of such an endeavor. The use of technology is widely prevalent in me ...

. Communication Design discipline involves teaching how to design web pages,

video games Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This feedbac ...

, animation,

motion graphics Motion graphics (sometimes mograph) are pieces of animation or digital footage which create the illusion of motion or rotation, and are usually combined with audio for use in multimedia projects. Motion graphics are usually displayed via elec ...

and more. Communication Design has content as its main purpose. It must achieve a reaction, or get customer to see a product in a genuine way to attract sales or get a message across. Students of Communications Design are often

Illustrators An illustrator is an artist who specializes in enhancing writing or elucidating concepts by providing a visual representation that corresponds to the content of the associated text or idea. The illustration may be intended to clarify complica ...

Graphic Designers A graphic designer is a professional within the graphic design and graphic arts industry who assembles together images, typography, or motion graphics to create a piece of design. A graphic designer creates the graphics primarily for published ...

Web designers Web design encompasses many different skills and disciplines in the production and maintenance of websites. The different areas of web design include web graphic design; user interface design (UI design); authoring, including standardised code an ...

, Advertising artists,

Animators An animator is an artist who creates multiple images, known as frames, which give an illusion of movement called animation when displayed in rapid sequence. Animators can work in a variety of fields including film, television, and video games ...

, Video Editors, Motion graphic artists, or even Printmakers and

Conceptual Artists Conceptual art, also referred to as conceptualism, is art in which the concept(s) or idea(s) involved in the work take precedence over traditional aesthetic, technical, and material concerns. Some works of conceptual art, sometimes called insta ...

. The term Communications Design is fairly general and practitioners work in various mediums to get a message across.

Subdisciplines

Advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

* Art direction *

Brand management In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is pe ...

Content strategy Content strategy is the planning, development, and management of content—written or in other media. The term has been particularly common in web development since the late 1990s. It is a recognized field in user experience design, and it also dra ...

Copywriting Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or ...

Creative direction A creative director (or creative supervisor) is a person who makes high-level creative decisions and, with those decisions, oversees the creation of creative assets such as advertisements, products, events, or logos. Creative director positions ar ...

* Graphic design * Illustration * Industrial design *

Information architecture Information architecture (IA) is the structural design of shared information environments; the art and science of organizing and labelling websites, intranets, online communities and software to support usability and findability; and an emerging ...

Information graphics Infographics (a clipped compound of "information" and "graphics") are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly.Doug Newsom and Jim Haynes (2004). ''Public Relations Wr ...

* Instructional design * Marketing communications * Performing arts *

Presentation A presentation conveys information from a speaker to an audience. Presentations are typically demonstrations, introduction, lecture, or speech meant to inform, persuade, inspire, motivate, build goodwill, or present a new idea/product. Presenta ...

Technical writing Technical writing is writing or drafting technical communication used in technical and occupational fields, such as computer hardware and software, architecture, engineering, chemistry, aeronautics, robotics, finance, medical, consumer electronics, ...

Visual arts The visual arts are art forms such as painting, drawing, printmaking, sculpture, ceramics, photography, video, filmmaking, design, crafts and architecture. Many artistic disciplines such as performing arts, conceptual art, and textile art ...

Visual communication design

Visual communication design is the

working in any media or support of visual communication. This is considered by some to be more correct terminology to cover all types of design applied in communication that uses visual channel for transmission of messages, precisely because this term relates to the concept of

visual language A visual language is a system of communication using visual elements. Speech as a means of communication cannot strictly be separated from the whole of human communicative activity which includes the visual and the term 'language' in relation to ...

of some media and not limited to support a particular form of

content Content or contents may refer to: Media * Content (media), information or experience provided to audience or end-users by publishers or media producers ** Content industry, an umbrella term that encompasses companies owning and providing mas ...

, as do the terms graphic design ( graphics)MEGGS, Philip B. A history of graphic design. Michigan, Van Nostrand Reinhold, 1992 - Pg.xiii Preface or

interface design User interface (UI) design or user interface engineering is the design of user interfaces for machines and software, such as computers, home appliances, mobile devices, and other electronic devices, with the focus on maximizing usability and t ...

(

electronic media Electronic media are media that use electronics or electromechanical means for the audience to access the content. This is in contrast to static media (mainly print media), which today are most often created digitally, but do not require el ...

Footnotes

External links