Graphic design is a profession,[2] academic discipline[3][4][5] and applied art whose activity consists in projecting visual communications intended to transmit specific messages to social groups, with specific objectives.[6] Graphic design is an interdisciplinary branch of design[1] and of the fine arts. Its practice involves creativity, innovation and lateral thinking using manual or digital tools, where it is usual to use text and graphics to communicate visually.
The role of the graphic designer 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. Usually, graphic design uses the aesthetics of typography 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.[7]
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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 world[8] or space exploration.[9][10] 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,[11] 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. From there it emerged as a distinct profession in the West, closely associated with advertising in the 19th century[12] 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.[13]
William Addison Dwiggins is often credited with first using the term "graphic design" in a 1922 article,[14] although it appears 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:[15]
In both its lengthy history and in the relatively recent explosion of visual communication 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, languages 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."[17]
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. Others understand that it began to be identified as such by the late 19th century.[11]
It can be argued that graphic communications with specific purposes have their origins in Paleolithic 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.
Nevertheless, the evolution of graphic design as a practice and profession has been closely linked to technological innovations, social needs, and the visual imagination of professionals.[18] Graphic design has been practiced in various forms throughout history; in fact, good examples of graphic design date back to manuscripts from ancient China, Egypt, and Greece. As printing and book production developed in the 15th century, advances in graphic design continued over the subsequent centuries, with composers or typographers often designing pages according to established type.[11]
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. In 1922, typographer William A. Dwiggins coined the term graphic design to identify the emerging field.[11]
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.[11]
From 1891 to 1896, William Morris' Kelmscott Press was a leader in graphic design associated with the Arts and Crafts movement, creating hand-made books in medieval and Renaissance era style,[22] in addition to wallpaper and textile designs.[23] Morris' work, along with the rest of the Private Press movement, directly influenced Art Nouveau.[24]
Will H. Bradley 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.[25]
In 1917, Frederick H. Meyer, director and instructor at the California School of Arts and Crafts, taught a class entitled "Graphic Design and Lettering".[26] Raffe's Graphic Design, published in 1927, was the first book to use "Graphic Design" in its title.[27] 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.[28]
Jan Tschichold codified the principles of modern typography in his 1928 book, New Typography.[32] He later repudiated the philosophy he espoused in this book as fascistic, but it remained influential.[citation needed] Tschichold, Bauhaus typographers such as Herbert Bayer and Lszl Moholy-Nagy and El Lissitzky greatly influenced graphic design. They pioneered production techniques[citation needed] and stylistic devices used throughout the twentieth century. The following years saw graphic design in the modern style gain widespread acceptance and application.[33]
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.[36]
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 (text), images (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, foil stamping or blind embossing.
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.[37]
In the mid-1980s desktop publishing 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 pencils 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.[38] Styluses can be used with tablet computers to capture hand drawings digitally.[39]
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 Photoshop (a raster-based program for photo editing) and Adobe Illustrator (a vector-based program for drawing) are often used in the final stage. CorelDraw, 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 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, Serif PagePlus and QuarkXPress. 0852c4b9a8
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