Graphic design
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Graphic design is a
profession A profession is a field of Work (human activity), work that has been successfully professionalized. It can be defined as a disciplined group of individuals, professionals, who adhere to ethical standards and who hold themselves out as, and are ...
,
academic discipline An academic discipline or academic field is a subdivision of knowledge that is taught and researched at the college or university level. Disciplines are defined (in part) and recognized by the academic journals in which research is published, a ...
and
applied art The applied arts are all the arts that apply design and decoration to everyday and essentially practical objects in order to make them aesthetically pleasing."Applied art" in ''The Oxford Dictionary of Art''. Online edition. Oxford Univ ...
that involves creating visual communications intended to transmit specific messages to social groups, with specific objectives. Graphic design is an interdisciplinary branch of
design A design is the concept or proposal for an object, process, or system. The word ''design'' refers to something that is or has been intentionally created by a thinking agent, and is sometimes used to refer to the inherent nature of something ...
and of the
fine arts In European academic traditions, fine art (or, fine arts) is made primarily for aesthetics or creativity, creative expression, distinguishing it from popular art, decorative art or applied art, which also either serve some practical function ...
. Its practice involves
creativity Creativity is the ability to form novel and valuable Idea, ideas or works using one's imagination. Products of creativity may be intangible (e.g. an idea, scientific theory, Literature, literary work, musical composition, or joke), or a physica ...
,
innovation Innovation is the practical implementation of ideas that result in the introduction of new goods or service (economics), services or improvement in offering goods or services. ISO TC 279 in the standard ISO 56000:2020 defines innovation as "a n ...
and
lateral thinking Lateral thinking is a manner of Problem solving, solving problems using an indirect and creativity, creative approach via reasoning that is not immediately obvious. Synonymous to thinking outside the box, it involves ideas that may not be obtai ...
using manual or digital tools, where it is usual to use text and
graphics Graphics () are visual images or designs on some surface, such as a wall, canvas, screen, paper, or stone, to inform, illustrate, or entertain. In contemporary usage, it includes a pictorial representation of the data, as in design and manufa ...
to communicate visually. The role of the
graphic designer A graphic designer is a practitioner who follows the discipline of graphic design, either within companies or organizations or independently. They are professionals in design and visual communication, with their primary focus on transforming ...
in the communication process is that of the encoder or interpreter of the message. They work on the interpretation, ordering, and presentation of visual messages. In its nature, design pieces can be philosophical, aesthetic, emotional and political. Usually, graphic design uses the
aesthetics Aesthetics (also spelled esthetics) is the branch of philosophy concerned with the nature of beauty and taste (sociology), taste, which in a broad sense incorporates the philosophy of art.Slater, B. H.Aesthetics ''Internet Encyclopedia of Ph ...
of
typography Typography is the art and technique of Typesetting, arranging type to make written language legibility, legible, readability, readable and beauty, appealing when displayed. The arrangement of type involves selecting typefaces, Point (typogra ...
and the compositional arrangement of the text, ornamentation, and imagery to convey ideas, feelings, and attitudes beyond what language alone expresses. The design work can be based on a customer's demand, a demand that ends up being established linguistically, either orally or in writing, that is, that graphic design transforms a linguistic message into a graphic manifestation. Graphic design has, as a field of application, different areas of knowledge focused on any visual communication system. For example, it can be applied in advertising strategies, or it can also be applied in the
aviation Aviation includes the activities surrounding mechanical flight and the aircraft industry. ''Aircraft'' include fixed-wing and rotary-wing types, morphable wings, wing-less lifting bodies, as well as lighter-than-air aircraft such as h ...
world or
space exploration Space exploration is the process of utilizing astronomy and space technology to investigate outer space. While the exploration of space is currently carried out mainly by astronomers with telescopes, its physical exploration is conducted bo ...
. In this sense, in some countries graphic design is related as only associated with the production of sketches and drawings, this is incorrect, since visual communication is a small part of a huge range of types and classes where it can be applied. With origins in Antiquity and the
Middle Ages In the history of Europe, the Middle Ages or medieval period lasted approximately from the 5th to the late 15th centuries, similarly to the post-classical period of global history. It began with the fall of the Western Roman Empire and ...
, graphic design as applied art was initially linked to the boom of the rise of printing in Europe in the 15th century and the growth of consumer culture in the
Industrial Revolution The Industrial Revolution, sometimes divided into the First Industrial Revolution and Second Industrial Revolution, was a transitional period of the global economy toward more widespread, efficient and stable manufacturing processes, succee ...
. From there it emerged as a distinct profession in
the West West is a cardinal direction or compass point. West or The West may also refer to: Geography and locations Global context * The Western world * Western culture and Western civilization in general * The Western Bloc, countries allied with NAT ...
, closely associated with
advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...
in the 19th century and its evolution allowed its consolidation in the 20th century. Given the rapid and massive growth in information exchange today, the demand for experienced designers is greater than ever, particularly because of the development of new technologies and the need to pay attention to human factors beyond the competence of the engineers who develop them.


Terminology

The term "graphic design" makes an early appearance in a 4 July 1908 issue (volume 9, number 27) of ''Organized Labor'', a publication of the Labor Unions of San Francisco, in an article about technical education for printers:
An Enterprising Trades Union
… The admittedly high standard of intelligence which prevails among printers is an assurance that with the elemental principles of design at their finger ends many of them will grow in knowledge and develop into specialists in graphic design and decorating. …
A decade later, the 1917–1918 course catalog of the California School of Arts & Crafts advertised a course titled Graphic Design and Lettering, which replaced one called Advanced Design and Lettering. Both classes were taught by Frederick Meyer.


History

In both its lengthy history and in the relatively recent explosion of
visual communication Visual communication is the use of visual elements to convey ideas and information which include (but are not limited to) signs, typography, drawing, graphic design, illustration, industrial design, advertising, animation, and electronic resourc ...
in the 20th and 21st centuries, the distinction between advertising, art, graphic design and fine art has disappeared. They share many elements, theories, principles, practices,
language Language is a structured system of communication that consists of grammar and vocabulary. It is the primary means by which humans convey meaning, both in spoken and signed language, signed forms, and may also be conveyed through writing syste ...
s and sometimes the same benefactor or client. In advertising, the ultimate objective is the sale of goods and services. In graphic design, "the essence is to give order to information, form to ideas, expression, and feeling to artifacts that document the human experience." The definition of the graphic designer profession is relatively recent concerning its preparation, activity, and objectives. Although there is no consensus on an exact date when graphic design emerged, some date it back to the
Interwar period In the history of the 20th century, the interwar period, also known as the interbellum (), lasted from 11 November 1918 to 1 September 1939 (20 years, 9 months, 21 days) – from the end of World War I (WWI) to the beginning of World War II ( ...
. Others understand that it began to be identified as such by the late 19th century. It can be argued that graphic communications with specific purposes have their origins in
Paleolithic The Paleolithic or Palaeolithic ( years ago) ( ), also called the Old Stone Age (), is a period in human prehistory that is distinguished by the original development of stone tools, and which represents almost the entire period of human prehist ...
cave paintings and the birth of written language in the third millennium BCE. However, the differences in working methods, auxiliary sciences, and required training are such that it is not possible to clearly identify the current graphic designer with prehistoric man, the 15th-century xylographer, or the lithographer of 1890. The diversity of opinions stems from some considering any graphic manifestation as a product of graphic design, while others only recognize those that arise as a result of the application of an industrial production model—visual manifestations that have been "projected" to address various needs: productive, symbolic, ergonomic, contextual, among others. By the late 19th century, graphic design emerged as a distinct profession in the West, partly due to the process of labor specialization that occurred there and partly due to the new technologies and business possibilities brought about by the Industrial Revolution. New production methods led to the separation of the design of a communication medium (such as a poster) from its actual production. Increasingly, throughout the 19th and early 20th centuries, advertising agencies, book publishers, and magazines hired art directors who organized all visual elements of communication and integrated them into a harmonious whole, creating an expression appropriate to the content. Throughout the 20th century, the technology available to designers continued to advance rapidly, as did the artistic and commercial possibilities of design. The profession expanded greatly, and graphic designers created, among other things, magazine pages, book covers, posters, CD covers, postage stamps, packaging, brands, signs, advertisements, kinetic titles for TV programs and movies, and websites. By the early 21st century, graphic design had become a global profession as advanced technology and industry spread worldwide.


Historical background

In China, during the
Tang dynasty The Tang dynasty (, ; zh, c=唐朝), or the Tang Empire, was an Dynasties of China, imperial dynasty of China that ruled from 618 to 907, with an Wu Zhou, interregnum between 690 and 705. It was preceded by the Sui dynasty and followed ...
(618–907) wood blocks were cut to print on textiles and later to reproduce Buddhist texts. A Buddhist scripture printed in 868 is the earliest known printed book. Beginning in the 11th century in China, longer scrolls and books were produced using
movable type Movable type (US English; moveable type in British English) is the system and technology of printing and typography that uses movable Sort (typesetting), components to reproduce the elements of a document (usually individual alphanumeric charac ...
printing, making books widely available during the
Song dynasty The Song dynasty ( ) was an Dynasties of China, imperial dynasty of China that ruled from 960 to 1279. The dynasty was founded by Emperor Taizu of Song, who usurped the throne of the Later Zhou dynasty and went on to conquer the rest of the Fiv ...
(960–1279). In Mesopotamia, writing (as an extension of graphic design) began with commerce. The earliest writing system, cuneiform, started out with basic pictograms, which were representations of houses, lambs, or grain. In the mid-15th century in Mainz, Germany,
Johannes Gutenberg Johannes Gensfleisch zur Laden zum Gutenberg ( – 3 February 1468) was a German inventor and Artisan, craftsman who invented the movable type, movable-type printing press. Though movable type was already in use in East Asia, Gutenberg's inven ...
developed a way to reproduce printed pages at a faster pace using
movable type Movable type (US English; moveable type in British English) is the system and technology of printing and typography that uses movable Sort (typesetting), components to reproduce the elements of a document (usually individual alphanumeric charac ...
made with a new metal alloy that created a revolution in the dissemination of information.


Nineteenth century

In 1849, Henry Cole became one of the major forces in design education in Great Britain, informing the government of the importance of design in his ''Journal of Design and Manufactures''. He organized the
Great Exhibition The Great Exhibition of the Works of Industry of All Nations, also known as the Great Exhibition or the Crystal Palace Exhibition (in reference to the temporary structure in which it was held), was an international exhibition that took ...
as a celebration of modern industrial technology and Victorian design. From 1891 to 1896,
William Morris William Morris (24 March 1834 – 3 October 1896) was an English textile designer, poet, artist, writer, and socialist activist associated with the British Arts and Crafts movement. He was a major contributor to the revival of traditiona ...
' Kelmscott Press was a leader in graphic design associated with the
Arts and Crafts movement The Arts and Crafts movement was an international trend in the decorative and fine arts that developed earliest and most fully in the British Isles and subsequently spread across the British Empire and to the rest of Europe and America. Initiat ...
, creating hand-made books in medieval and Renaissance era style, in addition to wallpaper and textile designs. Morris' work, along with the rest of the
Private Press Private press publishing, with respect to books, is an endeavor performed by craft-based expert or aspiring artisans, either amateur or professional, who, among other things, print and build books, typically by hand, with emphasis on Book design ...
movement, directly influenced
Art Nouveau Art Nouveau ( ; ; ), Jugendstil and Sezessionstil in German, is an international style of art, architecture, and applied art, especially the decorative arts. It was often inspired by natural forms such as the sinuous curves of plants and ...
.
Will H. Bradley William Henry Bradley (July 10, 1868 – January 25, 1962) was an American Art Nouveau illustrator, artist and film director. Nicknamed the "Dean of American Designers" by ''The Saturday Evening Post'', he was the highest-paid American artist ...
became one of the notable graphic designers in the late nineteenth-century due to creating art pieces in various Art Nouveau styles. Bradley created a number of designs as promotions for a literary magazine titled ''The Chap-Book''.


Twentieth century

In 1917, Frederick H. Meyer, director and instructor at the California School of Arts and Crafts, taught a class entitled "Graphic Design and Lettering". Raffe's ''Graphic Design'', published in 1927, was the first book to use "Graphic Design" in its title. In 1936, author and graphic designer Leon Friend published his book titled "Graphic Design" and it is known to be the first piece of literature to cover the topic extensively. The signage in the
London Underground The London Underground (also known simply as the Underground or as the Tube) is a rapid transit system serving Greater London and some parts of the adjacent home counties of Buckinghamshire, Essex and Hertfordshire in England. The Undergro ...
is a classic design example of the modern era. Although he lacked artistic training,
Frank Pick Frank Pick Royal Institute of British Architects, Hon. RIBA (23 November 1878 – 7 November 1941) was a British transport administrator. After qualifying as a solicitor in 1902, he worked at the North Eastern Railway (UK), North Eastern Ra ...
led the Underground Group design and publicity movement. The first Underground station signs were introduced in 1908 with a design of a solid red disk with a blue bar in the center and the name of the station. The station name was in white sans-serif letters. It was in 1916 when Pick used the expertise of
Edward Johnston Edward Johnston, CBE (San José de Mayo, Uruguay 11 February 1872 – 26 November 1944) was a British craftsman who is regarded, with Rudolf Koch, as the father of modern calligraphy, in the particular form of the broad-edged pen as a ...
to design a new typeface for the Underground. Johnston redesigned the Underground sign and logo to include his typeface on the blue bar in the center of a red circle. In the 1920s, Soviet constructivism applied 'intellectual production' in different spheres of production. The movement saw individualistic art as useless in revolutionary Russia and thus moved towards creating objects for
utilitarian In ethical philosophy, utilitarianism is a family of normative ethical theories that prescribe actions that maximize happiness and well-being for the affected individuals. In other words, utilitarian ideas encourage actions that lead to the ...
purposes. They designed buildings, film and theater sets, posters, fabrics, clothing, furniture, logos, menus, etc.
Jan Tschichold Jan Tschichold (; born Johannes Tzschichhold; 2 April 1902 – 11 August 1974), also known as Iwan Tschichold or Ivan Tschichold, was a German calligrapher, typographer and book designer. He played a significant role in the development o ...
codified the principles of
modern typography Modern Typography is a 1920s principle that expresses a reaction against what its proponents perceived as a decadence of typography and design emerging from the late 19th century. This amalgam consists of the foundations and overall notions of Des ...
in his 1928 book, ''New Typography''. He later repudiated the philosophy he espoused in this book as fascistic, but it remained influential. Tschichold,
Bauhaus The Staatliches Bauhaus (), commonly known as the , was a German art school operational from 1919 to 1933 that combined Decorative arts, crafts and the fine arts.Oxford Dictionary of Art and Artists (Oxford: Oxford University Press, 4th edn., ...
typographers such as
Herbert Bayer Herbert Bayer (April 5, 1900 – September 30, 1985) was an Austrian and American graphic designer, painter, photographer, sculptor, art director, environmental and interior designer, and architect. He was instrumental in the development of the ...
and
László Moholy-Nagy László Moholy-Nagy (; ; born László Weisz; July 20, 1895 – November 24, 1946) was a Kingdom of Hungary, Hungarian painter and photographer as well as a professor in the Bauhaus school. He was highly influenced by Constructivism (art), con ...
and El Lissitzky greatly influenced graphic design. They pioneered production techniques and stylistic devices used throughout the twentieth century. The following years saw graphic design in the modern style gain widespread acceptance and application. The professional graphic design industry grew in parallel with
consumerism Consumerism is a socio-cultural and economic phenomenon that is typical of industrialized societies. It is characterized by the continuous acquisition of goods and services in ever-increasing quantities. In contemporary consumer society, the ...
. This raised concerns and criticisms, notably from within the graphic design community with the First Things First manifesto. First launched by Ken Garland in 1964, it was re-published as the
First Things First 2000 manifesto The First Things First 2000 manifesto, launched by '' Adbusters'' magazine in 1999, was an updated version of the earlier First Things First manifesto written and published in 1964 by Ken Garland, a British designer. The 1999 manifesto was signed ...
in 1999 in the magazine '' Emigre'' 51 stating "We propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication – a mindshift away from product marketing and toward the exploration and production of a new kind of meaning. The scope of debate is shrinking; it must expand. Consumerism is running uncontested; it must be challenged by other perspectives expressed, in part, through the visual languages and resources of design."


Applications

Graphic design can have many applications, from
road signs Traffic signs or road signs are signs erected at the side of or above roads to give instructions or provide information to road users. The earliest signs were simple wooden or stone milestones. Later, signs with directional arms were introduc ...
to technical schematics and reference manuals. It is often used in branding products and elements of company identity such as logos, colors,
packaging Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be described as a coo ...
, labelling and text. From scientific journals to news reporting, the presentation of opinions and facts is often improved with graphics and thoughtful compositions of visual information – known as
information design Information design is the practice of presenting information in a way that fosters an efficient and effective understanding of the information. The term has come to be used for a specific area of graphic design related to displaying information ...
. With the advent of the web, information designers with experience in interactive tools are increasingly used to illustrate the background to news stories. Information design can include
Data and information visualization Data and information visualization (data viz/vis or info viz/vis) is the practice of designing and creating graphic or visual representations of a large amount of complex quantitative and qualitative data and information with the help of stat ...
, which involves using programs to interpret and form data into a visually compelling presentation, and can be tied in with
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 ...
.


Skills

A graphic design project may involve the creative presentation of existing
text Text may refer to: Written word * Text (literary theory) In literary theory, a text is any object that can be "read", whether this object is a work of literature, a street sign, an arrangement of buildings on a city block, or styles of clothi ...
, ornament, and images. The "process school" is concerned with communication; it highlights the channels and media through which messages are transmitted and by which senders and receivers encode and decode these messages. The semiotic school treats a message as a construction of signs which through interaction with receivers, produces meaning; communication as an agent.


Typography

Typography includes type design, modifying type
glyphs A glyph ( ) is any kind of purposeful mark. In typography, a glyph is "the specific shape, design, or representation of a character". It is a particular graphical representation, in a particular typeface, of an element of written language. A ...
and arranging type. Type glyphs (characters) are created and modified using illustration techniques. Type arrangement is the selection of typefaces, point size, tracking (the space between all characters used), kerning (the space between two specific characters) and leading (line spacing). Typography is performed by typesetters, compositors, typographers, graphic artists, art directors, and clerical workers. Until the digital age, typography was a specialized occupation. Certain fonts communicate or resemble stereotypical notions. For example, the 1942 Report is a font which types text akin to a typewriter or a vintage report.


Page layout

Page layout deals with the arrangement of elements (content) on a page, such as image placement, text layout and style. Page design has always been a consideration in printed material and more recently extended to displays such as web pages. Elements typically consist of
type Type may refer to: Science and technology Computing * Typing, producing text via a keyboard, typewriter, etc. * Data type, collection of values used for computations. * File type * TYPE (DOS command), a command to display contents of a file. * ...
(text),
image An image or picture is a visual representation. An image can be Two-dimensional space, two-dimensional, such as a drawing, painting, or photograph, or Three-dimensional space, three-dimensional, such as a carving or sculpture. Images may be di ...
s (pictures), and (with print media) occasionally place-holder graphics such as a dieline for elements that are not printed with ink such as die/
laser cutting Laser cutting is a technology that uses a laser to vaporize materials, resulting in a cut edge. While typically used for industrial manufacturing applications, it is now used by schools, small businesses, architecture, and hobbyists. Laser cutt ...
, foil stamping or blind embossing.


Grids

A grid serves as a method of arranging both space and information, allowing the reader to easily comprehend the overall project. Furthermore, a grid functions as a container for information and a means of establishing and maintaining order. Despite grids being utilized for centuries, many graphic designers associate them with Swiss design. The desire for order in the 1940s resulted in a highly systematic approach to visualizing information. However, grids were later regarded as tedious and uninteresting, earning the label of "designersaur." Today, grids are once again considered crucial tools for professionals, whether they are novices or veterans.


Tools

In the mid-1980s
desktop publishing Desktop publishing (DTP) is the creation of documents using dedicated software on a personal ("desktop") computer. It was first used almost exclusively for print publications, but now it also assists in the creation of various forms of online co ...
and graphic art software applications introduced computer image manipulation and creation capabilities that had previously been manually executed. Computers enabled designers to instantly see the effects of layout or typographic changes, and to simulate the effects of traditional media. Traditional tools such as
pencil A pencil () is a writing or drawing implement with a solid pigment core in a protective casing that reduces the risk of core breakage and keeps it from marking the user's hand. Pencils create marks by physical abrasion, leaving a trail of ...
s can be useful even when computers are used for finalization; a designer or art director may sketch numerous concepts as part of the creative process. Styluses can be used with tablet computers to capture hand drawings digitally.


Computers and software

Designers disagree whether computers enhance the creative process. Some designers argue that computers allow them to explore multiple ideas quickly and in more detail than can be achieved by hand-rendering or paste-up. While other designers find the limitless choices from digital design can lead to paralysis or endless iterations with no clear outcome. Most designers use a hybrid process that combines traditional and computer-based technologies. First, hand-rendered layouts are used to get approval to execute an idea, then the polished visual product is produced on a computer. Graphic designers are expected to be proficient in software programs for image-making, typography and layout. Nearly all of the popular and "industry standard" software programs used by graphic designers since the early 1990s are products of
Adobe Inc Adobe Inc. ( ), formerly Adobe Systems Incorporated, is an American software, computer software company based in San Jose, California. It offers a wide range of programs from web design tools, photo manipulation and vector creation, through to ...
.
Adobe Photoshop Adobe Photoshop is a raster graphics editor developed and published by Adobe Inc., Adobe for Microsoft Windows, Windows and macOS. It was created in 1987 by Thomas Knoll, Thomas and John Knoll. It is the most used tool for professional digital ...
(a raster-based program for photo editing) and
Adobe Illustrator Adobe Illustrator is a vector graphics editor and Computer-aided design, design software developed and marketed by Adobe Inc., Adobe. Originally designed for the Apple Inc., Apple Mac (computer), Macintosh, development of Adobe Illustrator began ...
(a vector-based program for drawing) are often used in the final stage.
CorelDraw CorelDRAW is a vector graphics editor developed and marketed by Alludo (formerly Corel Corporation). It is also the name of the Corel graphics suite, which includes the bitmap-image editor Corel Photo-Paint as well as other graphics-related progr ...
, a vector graphics editing software developed and marketed by Corel Corporation, is also used worldwide. Designers often use pre-designed raster images and
vector graphics Vector graphics are a form of computer graphics in which visual images are created directly from geometric shapes defined on a Cartesian plane, such as points, lines, curves and polygons. The associated mechanisms may include vector displ ...
in their work from online design databases. Raster images may be edited in Adobe Photoshop, vector logos and illustrations in Adobe Illustrator and CorelDraw, and the final product assembled in one of the major page layout programs, such as
Adobe InDesign Adobe InDesign is a desktop publishing and page layout designing software application software, application produced by Adobe Inc., Adobe and first released in 1999. It can be used to create works such as posters, flyers, brochures, magazines, ...
, Serif PagePlus and
QuarkXPress QuarkXPress is desktop publishing software for creating and editing complex page layouts in a WYSIWYG (What You See Is What You Get) environment. It runs on macOS and Windows. It was first released by Quark, Inc. in 1987 and is still owned and p ...
. Many free and open-source programs are also used by both professionals and casual graphic designers.
Inkscape Inkscape is a vector graphics editor. It is used for both artistic and technical illustrations such as cartoons, clip art, logos, typography, diagrams, and flowcharts. It uses vector graphics to allow for sharp printouts and renderings at ...
uses
Scalable Vector Graphics Scalable Vector Graphics (SVG) is an XML-based vector graphics format for defining two-dimensional graphics, having support for interactivity and animation. The SVG specification is an open standard developed by the World Wide Web Consortium sin ...
(SVG) as its primary file format and allows importing and exporting other formats. Other open-source programs used include
GIMP Gimp or GIMP may refer to: Clothing * Bondage suit, also called a gimp suit, a type of suit used in BDSM * Bondage mask, also called a gimp mask, often worn in conjunction with a gimp suit Embroidery and crafts * Gimp (thread), an ornamental tr ...
for photo-editing and image manipulation,
Krita Krita ( ) is a free and open-source software, free and open-source raster graphics editor designed primarily for digital art and 2D animation. Originally created for Linux, the software also runs on Windows, macOS, Haiku (operating system), Hai ...
for digital painting, and
Scribus Scribus () is free and open-source desktop publishing (DTP) software available for most desktop operating systems. It is designed for layout, typesetting, and preparation of files for professional-quality image-setting equipment. Scribus can a ...
for page layout.


Related design fields


Print design

A specialized branch of graphic design and historically its earliest form, print design involves creating visual content intended for reproduction on physical substrates such as silk, paper, and later, plastic, for mass communication and persuasion (e.g., marketing, governmental publishing, propaganda). Print design techniques have evolved over centuries, beginning with the invention of movable type by the Chinese alchemist Pi Sheng, later refined by the German inventor
Johannes Gutenberg Johannes Gensfleisch zur Laden zum Gutenberg ( – 3 February 1468) was a German inventor and Artisan, craftsman who invented the movable type, movable-type printing press. Though movable type was already in use in East Asia, Gutenberg's inven ...
. Over time, methods such as lithography, screen printing, and offset printing have been developed, culminating in the contemporary use of digital presses that integrate traditional print techniques with modern digital technology.


Interface design

Since the advent of personal computers, many graphic designers have become involved in interface design, in an environment commonly referred to as a
Graphical user interface A graphical user interface, or GUI, is a form of user interface that allows user (computing), users to human–computer interaction, interact with electronic devices through Graphics, graphical icon (computing), icons and visual indicators such ...
(GUI). This has included
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 ...
and
software design Software design is the process of conceptualizing how a software system will work before it is implemented or modified. Software design also refers to the direct result of the design process the concepts of how the software will work which co ...
when end user-interactivity is a design consideration of the layout or interface. Combining visual communication skills with an understanding of user interaction and online branding, graphic designers often work with
software developer Software development is the process of designing and Implementation, implementing a software solution to Computer user satisfaction, satisfy a User (computing), user. The process is more encompassing than Computer programming, programming, wri ...
s and
web developer A web developer is a programmer who develops World Wide Web applications using a client–server model. The applications typically use HTML, CSS, and JavaScript in the client, and any general-purpose programming language in the server. is used ...
s to create the
look and feel In software design, the look and feel of a graphical user interface comprises aspects of its design, including elements such as colors, shapes, layout, and typefaces (the "look"), as well as the behavior of dynamic elements such as buttons, boxes ...
of a web site or
software application Application software is any computer program that is intended for end-user use not computer operator, operating, system administration, administering or computer programming, programming the computer. An application (app, application program, sof ...
. An important aspect of interface design is icon design.


User experience design

User experience design (UX) is the study, analysis, and development of creating products that provide meaningful and relevant experiences to users. This involves the creation of the entire process of acquiring and integrating the product, including aspects of branding, design, usability, and function. UX design involves creating the interface and interactions for a website or application, and is considered both an act and an art. This profession requires a combination of skills, including visual design, social psychology, development, project management, and most importantly, empathy towards the end-users.


Experiential (environmental) graphic design

Experiential graphic design is the application of communication skills to the built environment. It’s also known as environmental graphic design (EGD) or environmental graphics. This area of graphic design requires practitioners to understand physical installations that have to be manufactured and withstand the same environmental conditions as buildings. As such, it is a cross-disciplinary collaborative process involving designers, fabricators, city planners, architects, manufacturers and construction teams. Experiential graphic designers try to solve problems that people encounter while interacting with buildings and space (also called environmental graphic design). Examples of practice areas for environmental graphic designers are
wayfinding Wayfinding (or way-finding) encompasses all of the ways in which people (and animals) Orientation (mental), orient themselves in physical space and navigation, navigate from place to place. Wayfinding software is a self-service computer program th ...
, placemaking, branded environments, exhibitions and museum displays, public installations and digital environments.


Occupations

Graphic design career paths cover all parts of the creative spectrum and often overlap. Workers perform specialized tasks, such as design services, publishing, advertising and public relations. As of 2023, median pay was $58,910 per year. The main job titles within the industry are often country specific. They can include
graphic designer A graphic designer is a practitioner who follows the discipline of graphic design, either within companies or organizations or independently. They are professionals in design and visual communication, with their primary focus on transforming ...
, art director, creative director, animator and entry level production artist. Depending on the industry served, the responsibilities may have different titles such as " DTP associate" or "
Graphic Artist A graphic designer is a practitioner who follows the discipline of graphic design, either within companies or organizations or independently. They are professionals in design and visual communication, with their primary focus on transforming l ...
". The responsibilities may involve specialized skills such as
illustration An illustration is a decoration, interpretation, or visual explanation of a text, concept, or process, designed for integration in print and digitally published media, such as posters, flyers, magazines, books, teaching materials, animations, vi ...
, photography, animation,
visual effects Visual effects (sometimes abbreviated as VFX) is the process by which imagery is created or manipulated outside the context of a live-action shot in filmmaking and video production. The integration of live-action footage and other live-action fo ...
or
interactive design Interactive design is a user-oriented field of study that focuses on meaningful communication using media to create products through cyclical and collaborative processes between people and technology. Successful interactive designs have simple, cle ...
. Employment in design of online projects was expected to increase by 35% by 2026, while employment in traditional media, such as newspaper and book design, expect to go down by 22%. Graphic designers will be expected to constantly learn new techniques, programs, and methods. Graphic designers can work within companies devoted specifically to the industry, such as design consultancies or branding agencies, others may work within publishing, marketing or other communications companies. Especially since the introduction of personal computers, many graphic designers work as in-house designers in non-design oriented organizations. Graphic designers may also work
freelance ''Freelance'' (sometimes spelled ''free-lance'' or ''free lance''), ''freelancer'', or ''freelance worker'', are terms commonly used for a person who is self-employed and not necessarily committed to a particular employer long-term. Freelance w ...
, working on their own terms, prices, ideas, etc. A graphic designer typically reports to the
art director Art director is a title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, live-action and animated film and television, the Internet, and video games. It is the charge of a sole art director to supe ...
, creative director or
senior media creative A creative director is a person who makes high-level creative decisions; oversees the creation of creative assets such as advertisements, products, events, or logos; and directs and translates the creative people who produce the end results. Creat ...
. As a designer becomes more senior, they spend less time designing and more time leading and directing other designers on broader creative activities, such as brand development and
corporate identity A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public. The corporate identity is typically visualized by branding and with the use of trademarks, but it can also i ...
development. They are often expected to interact more directly with clients, for example taking and interpreting briefs.


Crowdsourcing in graphic design

Jeff Howe of ''
Wired Magazine ''Wired'' is a bi-monthly American magazine that focuses on how emerging technologies affect culture, the economy, and politics. It is published in both print and Online magazine, online editions by Condé Nast. The magazine has been in public ...
'' first used the term "
crowdsourcing Crowdsourcing involves a large group of dispersed participants contributing or producing goods or services—including ideas, votes, micro-tasks, and finances—for payment or as volunteers. Contemporary crowdsourcing often involves digit ...
" in his 2006 article, "The Rise of Crowdsourcing." It spans such creative domains as graphic design, architecture, apparel design, writing, illustration, and others. Tasks may be assigned to individuals or a group and may be categorized as convergent or divergent. An example of a divergent task is generating alternative designs for a poster. An example of a convergent task is selecting one poster design. Companies, startups, small businesses and entrepreneurs have all benefitted from design crowdsourcing since it helps them source great graphic designs at a fraction of the budget they used to spend before. Getting a logo design through crowdsourcing being one of the most common. Major companies that operate in the design crowdsourcing space are generally referred to as design contest sites.]


Role of graphic design

Graphic design is essential for advertising, branding, and marketing, influencing how people act. Good graphic design builds strong, recognizable brands, communicates messages clearly, and shapes how consumers see and react to things. One way that graphic design influences consumer behavior is through the use of visual elements, such as color, typography, and imagery. Studies have shown that certain colors can evoke specific emotions and behaviors in consumers, and that typography can influence how information is perceived and remembered. For example, serif fonts are often associated with tradition and elegance, while sans-serif fonts are seen as modern and minimalistic. These factors can all impact the way consumers perceive a brand and its messaging. Another way that graphic design impacts consumer behavior is through its ability to communicate complex information in a clear and accessible way. For example, infographics and data visualizations can help to distill complex information into a format that is easy to understand and engaging for consumers. This can help to build trust and credibility with consumers, and encourage them to take action.


Ethical consideration in graphic design

Ethics are an important consideration in graphic design, particularly when it comes to accurately representing information and avoiding harmful stereotypes. Graphic designers have a responsibility to ensure that their work is truthful, accurate, and free from any misleading or deceptive elements. This requires a commitment to honesty, integrity, and transparency in all aspects of the design process. One of the key ethical considerations in graphic design is the responsibility to accurately represent information. This means ensuring that any claims or statements made in advertising or marketing materials are true and supported by evidence. For example, a company should not use misleading statistics to promote their product or service, or make false claims about its benefits. Graphic designers must take care to accurately represent information in all visual elements, such as graphs, charts, and images, and avoid distorting or misrepresenting data. Another important ethical consideration in graphic design is the need to avoid harmful stereotypes. This means avoiding any images or messaging that perpetuate negative or harmful stereotypes based on race, gender, religion, or other characteristics. Graphic designers should strive to create designs that are inclusive and respectful of all individuals and communities, and avoid reinforcing negative attitudes or biases.


Future of graphic design


AI, Automation and graphic design

The future of graphic design is likely to be heavily influenced by emerging technologies and social trends. Advancements in areas such as artificial intelligence, virtual and augmented reality, and automation are likely to transform the way that graphic designers work and create designs. Social trends, such as a greater focus on sustainability and inclusivity, are also likely to impact the future of graphic design. One area where emerging technologies are likely to have a significant impact on graphic design is in the automation of certain tasks. Easily accessible computer software using AI algorithms will complete many practical tasks performed by graphic designers, allowing clients to bypass human designers altogether. Machine learning algorithms, for example, can analyze large datasets and create designs based on patterns and trends, freeing up designers to focus on more complex and creative tasks. Virtual and augmented reality technologies may also allow designers to create immersive and interactive experiences for users, blurring the lines between the digital and physical worlds. Artificial intelligence has also led to many challenges within the world of graphic design. Some of those challenges include maintaining brand authenticity, ensuring quality, issues of bias, and preserving creative control. Visual communication design education is ill prepared for automation, artificial intelligence and machine learning. Social trends are also likely to shape the future of graphic design. As consumers become more conscious of environmental issues, for example, there may be a greater demand for designs that prioritize sustainability and minimize waste. Similarly, there is likely to be a growing focus on inclusivity and diversity in design, with designers seeking to create designs that are accessible and representative of a wide range of individuals and communities.Rolston, M. (2017). Graphic Design and Social Change: Raising Awareness of Gender-Based Violence through Advocacy Design. Communication Design Quarterly Review, 5(1), 32–43.


See also


Related areas


Related topics


References


Bibliography

* Fiell, Charlotte and Fiell, Peter (editors). ''Contemporary Graphic Design''.
Taschen Taschen is a luxury art book publisher founded in 1980 by Benedikt Taschen in Cologne, Germany. As of January 2017, Taschen is co-managed by Benedikt Taschen and his eldest daughter, Marlene Taschen. History The company began as Tasch ...
Publishers, 2008. * Wiedemann, Julius and Taborda, Felipe (editors). ''Latin-American Graphic Design''. Taschen Publishers, 2008.


External links

*
The Universal Arts of Graphic Design
– Documentary produced by Off Book
Graphic Designers
entry in the ''
Occupational Outlook Handbook The ''Occupational Outlook Handbook'' (''OOH'') is a publication of the United States Department of Labor's Bureau of Labor Statistics that includes information about the nature of work, working conditions, training and education, earnings and jo ...
'' of the
Bureau of Labor Statistics The Bureau of Labor Statistics (BLS) is a unit of the United States Department of Labor. It is the principal fact-finding agency for the government of the United States, U.S. government in the broad field of labor economics, labor economics and ...
of the
United States Department of Labor The United States Department of Labor (DOL) is one of the executive departments of the U.S. federal government. It is responsible for the administration of federal laws governing occupational safety and health, wage and hour standards, unemp ...
{{DEFAULTSORT:Graphic Design Communication design