Objec&ves• Deﬁne graphic design• Become familiar with the major areas of specializa8on
Deﬁni&ons• 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 representa8on of an idea that relies on the crea8on, selec8on, and organiza8on of visual elements to create an eﬀec8ve communica8on. A graphic design solu8on can: ★ persuade ★ inform ★ iden&fy ★ mo&vate ★ enhance ★ organize ★ brand ★ rouse ★ locate ★ engage ★ carry/convey many levels of meaning
The Graphic Design Profession The graphic design profession is an expert crea8ve discipline that focuses on visual/verbal communica8on and meaning.
Specialized Areas• Adver8sing – Involves genera8ng and crea8ng speciﬁc visual/verbal messages constructed to inform, persuade, promote, provoke, or mo8vate people on behalf of a brand or group • “group” represents both commercial industry and social cause (non‐proﬁt) organiza8ons. LOGAN’S: ADVERTISEMENTS KINETIC, SINGAPORE
Specialized Areas• Branding – The en8re development process of crea8ng a brand, brand name, and a brand iden8ty – Can entail developing an en8re brand experience • comprehensive strategic, uniﬁed, integrated, crea8ve program for a brand including every graphic design and adver8sing applica8on for that brand with an eye and mind on how consumers and individuals experience the brand or group as each interacts with it TAUBMAN: BRANDING CARBONE SMOLAN AGENCY, NEW YORK
Specialized Areas• Iden&ty design – Involves the crea8on of a systema8c visual and verbal program intended to establish a consistent visual appearance—a coordinated overarching iden8ty —and spirit or image for a brand or group – Also called corporate iden8ty, brand iden8ty, and corporate design
Specialized Areas• Corporate communica&on – Involves any visual communica8on applica8ons that communicate internally with employees, create materials for a sales force or other employees, as well as applica8ons used by a corpora8on or organiza8on to communicate externally with other businesses, the public and stockholders, and customers – Emphasis is on maintaining a consistent corporate voice throughout any and all applica8ons
Specialized Areas• Environmental design – Solves problems about informa8on or iden8ty communica8on in constructed or natural environments, deﬁning and marking interior and exterior commercial, cultural, residen8al, and natural environments W. L. GORE: EXHIBITION CARBONE SMOLAN AGENCY, NEW YORK
Specialized Areas• Informa&on design – highly specialized area of design – involves making large amounts of complex informa8on clear and accessible to audiences of one to several hundred thousand
Specialized Areas• Interac&ve or Experience Design – graphic design and adver8sing for screen‐based media, including web, mobile, widget, kiosks, digital out‐of‐home, CDs, or DVDs, in which the user interacts with the applica8on THE DESIGN CENTER at KEAN UNIVERSITY: WEBSITE LAVA DOME CREATIVE, BOUND BROOK, NEW JERSEY
Specialized Areas• Mo&on Graphics – screen‐based visual communica8on moving (sequen8ally) in dura8on, including ﬁlm 8tle design, TV graphics design, openers, e‐mail videos, mobile mo8on graphics, mo8on for video‐sharing pla]orms, and promo8onal mo8on presenta8ons for any screen
Specialized Areas• Package Design – involves the complete strategic planning and designing of the form, structure, and appearance of a product’s package, which func8ons as casing, promotes a brand, presents informa8on, and becomes a brand experience OLIVE GREEN DOG: COOKIE PACKAGING MODERN DOG DESIGN CO., SEATTLE
Specialized Areas• Promo&onal design – Design intended to introduce, sell, or promote brands (products and services), ideas, or events and to introduce or promote groups and social causes – Some8mes overlaps with adver8sing, in deﬁni8on and purpose HONENS: POSTERS WAX, CALGARY, ALBERTA
Specialized Areas • Publica&on design – Involves the design of editorial content – Also called editorial design. – The publica8on designer makes content accessible, interprets the content’s inten8on to clearly communicate, enhances the reader’s experience, and establishes a voice, character/spirit, and format for the publica8on. • Typographic Design – 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)
Applica&ons within Specialized Areas• Adver8sing – Print ads, television commercials, unconven8onal formats, banner ads, web sites, “webisodes,” web ﬁlms, product placement, viral marke8ng, direct mail, branded entertainment, product placement • Branding – Brand naming, brand concep8on, brand iden8ty, brand revitaliza8on, brand launch, brand relaunch, brand environments, global branding, corporate branding, social cause branding, brand strategy• Iden8ty Design – Logos, visual iden8ty, corporate iden8ty, branding
Applica&ons within Specialized Areas• Corporate Communica8on – Annual reports, brochures, sales kits, marke8ng collateral, corporate publica8ons, business‐to‐business applica8ons, corporate websites and intranet, and new product oﬀerings applica8ons• Informa8on Design – Charts, graphs, pictograms, signs, symbol signs, icons, web sites, sign systems• Environmental Design – Architectural interiors, interplan exhibit environmental graphics, exhibits, environmental wayﬁnding (system of integrated signs)
Applica&ons within Specialized Areas• Interac8ve or Experience Design – Websites, widgets, social networking, video sharing, photo sharing, blogs, vlogs, games and other entertainment, and mobile applica8ons• Mo8on Graphics – Film 8tle design, TV graphics design, openers, e‐mail videos, mobile mo8on graphics, mo8on for video‐sharing pla]orms, and promo8onal mo8on presenta8ons for any screen• Package Design – Structural packaging, packaging and visual iden8ty systems, packaging graphics, new brand development, and self‐promo8on, with applica8ons ranging from consumer packaged goods to CDs to shopping bags and more
Applica&ons within Specialized Areas • Promo8onal design – CD covers, book covers and jackets, posters, packaging, web sites, web banners, mo8on graphics (ﬁlm 8tle design, TV graphics design, openers, promo8onal mo8on presenta8ons), mul8media promo8ons, giveaways, merchandise catalogs, direct mail, invita8ons, announcements • Publica8on Design – Book design, magazine design, newspaper design, newslebers, booklets • Typographic Design – Custom and proprietary font design for digital type foundry, hand lebering, custom typography
Mass Media• For many visual communica8ons categories, diﬀerent media can be employed. – Print, digital, broadcast, unconven8onal, or ﬁlm – Mul8ple channel campaigns
The Nature and Impact ofVisual Communica&ons• Produced in mul8ples (reproduc8on and distribu8on), graphic design is created for a speciﬁc audience.• In graphic design, a message is inten8onally designed, transmibed, and then received by viewers.
Employment in theVisual Communica&on Field• The main places of employment for a visual communica8on professional are: – Design studios – Adver8sing agencies – Branding ﬁrms – Integrated communica8on ﬁrms – Publishers – Marke8ng companies – Digital / Interac8ve agencies – Organiza8ons with in‐ house design – Guerrilla / departments Unconven8onal marke8ng ﬁrms – Freelance and self‐ employed designers
Collaboration • From developing a strategy to nego8a8ng a fee to choosing a printer, the client and graphic designer collaborate.• A graphic designer also works with other visual communica8ons professionals – Crea8ve directors – Design directors – Associate crea8ve directors – Produc8on experts – Photographers, illustrators, copywriters, and art directors – Specialists • (interac8ve / type/lebering / architects / ﬁlm directors / producers / cas8ng directors / talent (actors, musicians, and models) / music houses / IT professionals / psychologists / social anthropologists/market researchers) – Printers and printers’ sales representa8ves
“Design MaVers”• Paula Scher, Pentagram – The visual communica8ons profession helps to drive the economy, provide informa8on to the public, and promote research and development of goods and services.
Ethics in Visual Communica&ons• Each individual designer is responsible to discover ethical ways to prac8ce. • Any design problem can be solved in a great number of ways and each solu8on has diﬀerent economic and social beneﬁts and consequences.
Summary• Graphic design and adver8sing both play a key role in the appearance of almost all print, ﬁlm, and screen‐based media, forming society’s popular visual landscape.• Graphic designers and adver8sing art directors are the crea8ve professionals who, through ethical prac8ce, use constructed visual communica8on to convey messages and informa8on to an audience. • Visual communica8on can persuade, inform, iden8fy, mo8vate, enhance, organize, brand, rouse, locate, engage, and carry or convey many levels of meaning.
Summary• Visual communica8on professionals work in a variety of secngs— design studios, branding ﬁrms, companies, corpora8ons and organiza8ons with in‐house design departments, publishers, interac8ve agencies, unconven8onal marke8ng ﬁrms, adver8sing agencies, and integrated communica8on ﬁrms, as well as in their own studios as freelancers. They collaborate with a good number of other crea8ve professionals as well as with their clients.• Design mabers: Visual communica8on helps society in a great number of ways, from driving the economy to informing the public. • Visual communica8on professionals need to be well educated with a strong liberal arts background and excellent training in design and wri8ng. They must also be conversant in ethics.