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Chapter 1
Introduction
Objectives (1 of 2)
• Define graphic design.
• Understand the place graphic
design has in our world.
• Become familiar with the major
categories and specializations in
graphic design and advertising
professions.
• Become acquainted with the nature
and impact of visual
communications.
Objectives (2 of 2)
• Be aware of the employment
opportunities for visual
communication professional.
• Understand the nature of
collaboration.
• Appreciate why design matters.
• Value ethical practice in visual
communication.
• Realize the education necessary
visual communication professionals.
Definitions (1 of 2)
• Graphic design can be thought of as
a visual language that is used to
convey a message to an audience.
• A graphic design is a visual
representation of an idea that relies
on the creation, selection, and
organization of visual elements to
create an effective communication.
Definitions (2 of 2)
• A graphic design solution can:
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persuade
inform
identify
motivate
enhance
organize
brand
rouse
locate
engage
carry/convey many levels of meaning
The Graphic
Design Profession
• The graphic design profession is an
expert creative discipline that
focuses on visual/verbal
communication and meaning.
Specialized Areas (1 of 11)
• Information design
– highly specialized
area of design
– involves making
large amounts of
complex
information clear
and accessible to
audiences of one
to several hundred
thousand
Design and Concept: The Design Studio of Kean
University. Creative Director: Alan Robbins
Specialized Areas (2 of 11)
• Identity design
– Involves the creation of a systematic
visual and verbal program intended
to establish a consistent visual
appearance—a coordinated
overarching identity —and spirit or
image for a brand or group
– Also called corporate identity, brand
identity, and corporate design
Logo Designer: Liz Kingslien
Specialized Areas (3 of 11)
• Promotional design
– Design intended to
introduce, sell, or
promote brands
(products and
services), ideas, or
events and to
introduce or
promote groups
and social causes
– Sometimes
overlaps with
advertising, in
definition and
purpose
Promotional Design Firm:
Drenttel Doyle Partners
Specialized Areas (4 of 11)
• Branding
– The entire development process of
creating a brand, brand name, and a
brand identity
• Brand experience
– Entails developing an entire brand
experience
• comprehensive strategic, unified, integrated,
creative program for a brand including every
graphic design and advertising application for
that brand with an eye and mind on how
consumers and individuals experience the
brand or group as each interacts with it
Specialized Areas (5 of 11)
• Publication design
– Involves the design of editorial content
– Also called editorial design.
– The publication designer makes content
accessible, interprets the content’s
intention to clearly communicate,
enhances the reader’s experience, and
establishes a voice, character/spirit, and
format for the publication.
Magazine layout, Print designer: Steven Brower
Specialized Areas (6 of 11)
• Advertising
– Involves generating and creating specific
visual/verbal messages constructed to inform,
persuade, promote, provoke, or motivate
people on behalf of a brand or group
• “group” represents both commercial
industry and social cause (non-profit)
organizations)
TV Commercial
Agency: Grey
Advertising
Specialized Areas (7 of 11)
• Environmental
design
– Solves problems
about information or
identity
communication in
constructed or natural
environments,
defining and marking
interior and exterior
commercial, cultural,
residential, and
natural environments
Interior graphics for Penn Station Design
firm: Pentagram
Specialized Areas (8 of 11)
• Type design and
lettering
– Highly specialized
area of graphic
design focusing on
the creation and
design of fonts,
type treatments,
and the drawing of
letterforms by hand
(as opposed to
type generated on
a computer)
Custom lettering Hand lettering: Jim Redzinak
Applications within
Specialized Areas (9 of 11)
• Information design
– Charts, graphs, pictograms, signs, symbol
signs, icons, web sites, sign systems
• Identity design
– Logos, visual identity, corporate identity,
branding
• Promotional design
– CD covers, book covers and jackets,
posters, packaging, web sites, web
banners, motion graphics (film title design,
TV graphics design, openers, promotional
motion presentations), multimedia
promotions, giveaways, merchandise
catalogs, direct mail, invitations,
announcements
Applications within
Specialized Areas (10 of 11)
• Branding
– Brand naming, brand conception,
brand identity, brand revitalization,
brand launch, brand relaunch, brand
environments, global branding,
corporate branding, social cause
branding, brand strategy
• Publication design
– Book design, magazine design,
newspaper design, newsletters,
booklets
Applications within
Specialized Areas (11 of 11)
• Environmental design
– Architectural interiors, interplan exhibit
environmental graphics, exhibits,
environmental wayfinding (system of
integrated signs)
• Type design and lettering
– Custom and proprietary font design for
digital type foundry, hand lettering, custom
typography
• Advertising
– Print ads, television commercials,
unconventional formats, banner ads, web
sites, “webisodes,” web films, product
placement, viral marketing, direct mail,
branded entertainment, product placement
Media
• For many visual communications
categories, different media can be
employed.
– Print, digital, broadcast,
unconventional, or film
The Nature and Impact of
Visual Communications
• Produced in multiples, graphic design is
created for a specific audience.
• In graphic design, a message is intentionally
designed, transmitted, and then received by
viewers.
Ad Agency:
Carmichael
Lynch
Employment in the Visual
Communication Field
• The main places
of employment for
a visual
communication
professional are:
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Design studios
Branding firms
Companies
Corporations and
organizations
with in-house
design
departments
– Publishers
– Interactive
agencies
– Unconventional
marketing firms
– Advertising
agencies
– Integrated
communication
firms
– Self-employment
as well as freelance work
Collaboration (1 of 2)
• From developing a strategy to
negotiating a fee to choosing a
printer, the client and graphic
designer collaborate.
Collaboration (2 of 2)
• A graphic designer also works with other
visual communications professionals
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Creative directors
Design directors
Associate creative directors
Production experts
Photographers, illustrators, copywriters,
and art directors
– Specialists
• (interactive / type/lettering / architects / film
directors / producers / casting directors / talent
(actors, musicians, and models) / music houses
/ IT professionals / psychologists / social
anthropologists/market researchers)
– Printers and printers’ sales representatives
“Design Matters”
• Paula Scher, Pentagram
– The visual communications
profession helps to drive the
economy, provide information to the
public, and promote research and
development of goods and services.
Ethics in Visual
Communications
• Each individual designer is
responsible to discover ethical ways
to practice.
• Any design problem can be solved
in a great number of ways and each
solution has different economic and
social benefits and consequences.
Summary (1 of 2)
• Graphic design and advertising plays a
key role in the appearance of almost all
print, film, and digital media forming
society’s popular visual landscape.
• Graphic designers and advertising art
directors are the creative professionals
who, through ethical practice, use a visual
language to convey messages to an
audience.
• Visual communications can persuade,
inform, identify, motivate, enhance,
organize, brand, rouse, locate, engage,
and carry/convey many levels of meaning.
Summary (2 of 2)
• Visual communication professionals work
in a variety of settings.
• Visual communication professionals
collaborate with a good number of other
creative professionals as well as with their
clients.
• Design matters – visual communications
help society in a great number of ways,
from driving the economy to informing the
public.
• Visual communications professionals
need to be well educated with a strong
liberal arts background and excellent
training in design, writing and conversant
in ethics.