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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 A prototype is an early sample, mode ...

design
and information-development which is concerned with how
media Media may refer to: Physical means Communication * Media (communication) In mass communication, media are the communication Communication (from Latin Latin (, or , ) is a classical language belonging to the Italic languages, It ...
intervention such as
printed Printing is a process for mass reproducing text and Printmaking, images using a master form or template. The earliest non-paper products involving printing include cylinder seals and objects such as the Cyrus Cylinder and the Cylinders of Nabo ...

printed
,
craft A craft or trade is a pastime or an occupation that requires particular skills and knowledge of skilled work. In a historical sense, particularly the Middle Ages In the history of Europe The history of Europe concerns itself wit ...
ed,
electronic media Electronic media are media Media may refer to: Physical means Communication * Media (communication), tools used to deliver information or data ** Advertising media, various media, content, buying and placement for advertising ** Br ...
or
presentations 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 ...

presentations
communicate with people. A communication design approach is not only concerned with developing the
message A message is a discrete unit of communication Communication (from Latin Latin (, or , ) is a classical language A classical language is a language A language is a structured system of communication Communication (fr ...

message
aside from the
aesthetic Aesthetics, or esthetics (), is a branch of philosophy Philosophy (from , ) is the study of general and fundamental questions, such as those about Metaphysics, existence, reason, Epistemology, knowledge, Ethics, values, Philosophy of m ...

aesthetic
s in media, but also with creating new media channels to ensure the message reaches the target audience. Some designers use
graphic design Graphic design is the profession A Profession is a disciplined group of individuals who adhere to ethical standards and who hold themselves out as, and are accepted by the public as possessing special knowledge and skills in a widely recogni ...
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 are 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. 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 (e.g.). However, his best-known definition is t ...
. Software and applications create opportunities for and place constraints on communication. Recently, Guth and Brabham examined the way that ideas compete within a
crowdsourcing Crowdsourcing is a procurement, sourcing model in which individuals or organizations obtain goods and services, goods or services—including ideas, voting, micro-tasks, and finances—from a large, relatively open, and often rapidly evolving ...

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 Electronic may refer to: *Electronics Electronics comprises the physics, engineering, technology and applications that deal with the emission, flow and control of electrons in vacuum and matter. It uses a ...

e-government
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 Business is the activity of making one's living or making money by producing or buying and selling products (such as goods and services). Simply put, it is "any activity or enterprise entered into for profit." Having a business name A trad ...

business
thinking, using
market research Market research is an organized effort to gather information about target markets A target market is a group of customers within a business Business is the activity of making one's living or making money by producing or buying and selling ...

market research
,
creativity Creativity is a phenomenon whereby something new and valuable is formed. The created item may be intangible (such as an idea In common usage and in philosophy Philosophy (from , ) is the study of general and fundamental questions, suc ...

creativity
,
problem-solving Problem solving consists of using generic or ad hoc Ad hoc is a Latin phrase __NOTOC__ This is a list of Wikipedia articles of Latin phrases and their translation into English. To view all phrases on a single, lengthy document, see: * L ...
, and technical skills and knowledge such as
colour theory In the visual arts The visual arts are art forms such as painting Painting is the practice of applying paint Paint is any pigmented liquid, liquefiable, or solid mastic composition that, after application to a substrate in a ...
,
page layout In graphic design Graphic design is the profession and academic discipline whose activity consists in projecting visual communications intended to transmit specific messages to social groups, with specific objectives. As opposed to art, whos ...

page layout
,
typography Typography is the art and technique of arranging type to make written language A written language is the representation of a spoken or gestural language A language is a structured system of communication used by humans, including ...

typography
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 Visual communication is the use of visual elements to convey ideas and information"7 Paramount Components of Visual Communication". ''Infographic Design Team - Infographics Design - Data Visualization''. Retrieved 2021-01-27. https://www.infographi ...
, 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 Information is processed, organised and structured data Data (; ) are individual facts A fact is something that is truth, true. The usual test for a st ...

information architecture
,
editing Editing is the process of selecting and preparing written language, written, photographic, Image editing, visual, Audio engineer, audible, or Film editing, cinematic material used by a person or an entity to convey a message or information. T ...

editing
,
typography Typography is the art and technique of arranging type to make written language A written language is the representation of a spoken or gestural language A language is a structured system of communication used by humans, including ...

typography
,
illustration An illustration is a decoration, interpretation or visual explanation of a text, concept or process, designed for integration in print and digital published media, such as posters, Flyer (pamphlet), flyers, magazines, books, teaching materials, ...

illustration
,
web design Web design encompasses many different skills and disciplines in the production and maintenance of website A website (also written as web site) is a collection of web page A web page (or webpage) is a hypertext File:Douglas Engelbar ...
,
animation Animation is a method in which figures Figure may refer to: General *A shape, drawing, depiction, or geometric configuration *Figure (wood), wood appearance *Figure (music), distinguished from musical motif *Noise figure, in telecommunication ...

animation
,
advertising Advertising is a marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasi ...

advertising
, ambient media, visual identity design,
performing arts The performing arts are arts such as music, dance, and drama which are performed for an audience. It is different from visual arts The visual arts are Art#Forms, genres, media, and styles, art forms such as painting, drawing, printmaking, s ...
,
copywriting Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including sele ...
and
professional writingProfessional writing as an activity is writing Writing is a medium of human communication that involves the representation of a language with written symbols. Writing systems are not themselves human languages (with the debatable exception of c ...
skills applied in the
creative industries The creative industries refers to a range of economic activities which are concerned with the generation or exploitation of knowledge and information. They may variously also be referred to as the cultural industries (especially in Europe or the ...
.


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 globa ...
around us, communication design has become a powerful means of reaching out to the
target audience A target audience is the intended audience An audience is a group of people who participate in a show or encounter a work of art A work of art, artwork, art piece, piece of art or art object is an artistic creation of aesthetic Aesthet ...
. Students learn how to combine communication with
art Art is a diverse range of (products of) human activities Humans (''Homo sapiens'') are the most populous and widespread species of primates, characterized by bipedality, opposable thumbs, hairlessness, and intelligence allowing the use ...

art
and
technology Technology ("science of craft", from Greek#REDIRECT Greek Greek may refer to: Greece Anything of, from, or related to Greece Greece ( el, Ελλάδα, , ), officially the Hellenic Republic, is a country located in Southeast Europe. I ...

technology
. Communication Design discipline involves teaching how to design
web pages A web page (or webpage) is a hypertext Hypertext is text displayed on a computer display A computer monitor is an output device that displays information in pictorial or text form. A monitor usually comprises a electronic visual di ...

web pages
,
video games#REDIRECT Video game#REDIRECT Video game A video game is an electronic game that involves interaction with a user interface or input device such as a joystick, game controller, controller, computer keyboard, keyboard, or motion sensing device ...
,
animation Animation is a method in which figures Figure may refer to: General *A shape, drawing, depiction, or geometric configuration *Figure (wood), wood appearance *Figure (music), distinguished from musical motif *Noise figure, in telecommunication ...

animation
,
motion graphics Motion graphics (sometimes mograph) are pieces of animation Animation is a method in which figures Figure may refer to: General *A shape, drawing, depiction, or geometric configuration *Figure (wood), wood appearance *Figure (music), dis ...
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, Graphic Designers, Web designers, Advertising artists, Animators, Video Editors, Motion graphic artists, or even Printmakers and Conceptual Artists. The term Communications Design is fairly general and practitioners work in various mediums to get a message across.


Subdisciplines

*
Advertising Advertising is a marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasi ...

Advertising
*
Art direction Art director is the title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, film industry, film and television, the Internet, and video games. It is the charge of a sole art director to supervise an ...
*
Brand management In marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; ope ...
* Content strategy *
Copywriting Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including sele ...
* Creative direction *
Graphic design Graphic design is the profession A Profession is a disciplined group of individuals who adhere to ethical standards and who hold themselves out as, and are accepted by the public as possessing special knowledge and skills in a widely recogni ...
*
Illustration An illustration is a decoration, interpretation or visual explanation of a text, concept or process, designed for integration in print and digital published media, such as posters, Flyer (pamphlet), flyers, magazines, books, teaching materials, ...

Illustration
*
Industrial design Industrial design is a process of 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 prototyp ...

Industrial design
*
Information architecture Information architecture (IA) is the structural design of shared information Information is processed, organised and structured data Data (; ) are individual facts A fact is something that is truth, true. The usual test for a st ...

Information architecture
*
Information graphics Infographics (a clipped compoundIn linguistics, a clipped compound is a word produced from a compound word by reducing its parts while retaining the meaning of the original compound.Elisa Mattiello, "An Introduction to English Slang: A Descripti ...
*
Instructional design Instructional design (ID), also known as instructional systems design (ISD), is the practice of systematically designing, developing and delivering instructional materials Instructional materials, also known as teaching/learning materials (TLM), a ...
*
Marketing communications Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially inclu ...
*
Performing arts The performing arts are arts such as music, dance, and drama which are performed for an audience. It is different from visual arts The visual arts are Art#Forms, genres, media, and styles, art forms such as painting, drawing, printmaking, s ...
*
Presentation A presentation conveys information from a speaker to an audience An audience is a group of people who participate in a show or encounter a work of art A work of art, artwork, art piece, piece of art or art object is an a ...

Presentation
*
Technical writing Technical writing is writing or drafting technical communication Technical communication is used to convey scientific, engineering, or other technical information. Individuals in a variety of contexts and with varied professional credentials engage ...
*
Visual arts The visual arts are Art#Forms, genres, media, and styles, art forms such as painting, drawing, printmaking, sculpture, ceramics (art), ceramics, photography, video, filmmaking, design, crafts and architecture. Many artistic disciplines such as p ...

Visual arts


Visual communication design

Visual communication design is the
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 A prototype is an early sample, mode ...

design
working in any media or support of
visual communication Visual communication is the use of visual elements to convey ideas and information"7 Paramount Components of Visual Communication". ''Infographic Design Team - Infographics Design - Data Visualization''. Retrieved 2021-01-27. https://www.infographi ...
. 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#REDIRECT Visual language Water, rabbit, deer pictographs on a replica of an Aztec Stone of the Sun. The visual language is a system of communication using visual elements. Speech as a means of communication cannot strictly be separated from the ...
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 mass m ...
, as do the terms
graphic design Graphic design is the profession A Profession is a disciplined group of individuals who adhere to ethical standards and who hold themselves out as, and are accepted by the public as possessing special knowledge and skills in a widely recogni ...
(
graphics Graphics () are visual The visual system comprises the sensory organ A sense is a biological system A biological system is a complex network which connects several biologically relevant entities. Biological organization spans several s ...

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 electronics, electronic devices, with the focus on maximizing usabili ...
(
electronic media Electronic media are media Media may refer to: Physical means Communication * Media (communication), tools used to deliver information or data ** Advertising media, various media, content, buying and placement for advertising ** Br ...
).


See also

*
Design elements and principles Visual design elements and principles describe fundamental ideas about the practice of visual design. Elements of the design of the art Design elements are the basic units of any visual design which form its structure and convey visual messages. ...
*
Communication studies Communication studies or communication science is an academic discipline An academic discipline or academic field is a subdivision of knowledge Knowledge is a familiarity or awareness, of someone or something, such as facts A fact ...


Footnotes


External links


Dossier Communication Design in Germany of the Goethe-Institut
{{Design Design Advertising campaigns Writing Packaging Communication studies de:Kommunikationsdesign