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Graphic Design

Graphic design is a creative process that combines art and technology to communicate ideas; the ideas are artistically and professionally being visually communicated and presented. (Newark, 2002) The main aim is to create visual representation of ideas. The designer works with a variety of communication tools in order to convey a message from a client to a particular audience. In the communication of ideas a graphic designer uses topography, visual arts and page layout techniques in the varying degrees to produce a quality final result of the whole project.

(Newark, 2002) The career of a graphic designer involves the arrangement of massage in an objective manner to which can be used to; announce or sell something, amuse or persuade someone, explain a complicated system or demonstrate a process. It involves the use of the visual media as making posters, typing letters, creating business logos, organizing and creating a magazine ad, or an album cover; even make a computer printout, all this are forms of visual communication called graphic design. (Poggenpohl, 1993)

In this career the passing of knowledge and ideas needs to be very much persuasive and there are ways in which the graphic designer uses their prowess to pass their ideas. They do their work in four major ways which are to be discussed below; image based design, type based design. Image and type based design and lastly symbols, logos & logotypes. (Sagmeister, king and Shaughnessy, 2005) The first way of the graphic designers work is the use visual communication through the use of Image based design; in this case the designers develop image in away by which they would represent the ideas their clients want to be communicated to a target group.

The graphic designers use images because people respond to images instinctively based on their personalities, associations, and previous experience, the images too not only convey the information but it communicates the moods, emotions and personality. When the graphic designers decide to use image based design to communicate they ensure that the images carry the entire massage, and if it cannot then the graphic rules accept the use of very few words.

The images to be used by the graphic designers may be photographic, painted, drawn, or graphically rendered in many different ways. Image-based design is employed when the designer determines that, in a particular case, a picture is indeed worth a thousand words. (Sagmeister, king and Shaughnessy, 2005) The designers may also decide to convey their information and ideas by the of type based design; this is the use of words in their graphical forms to communicate; they believe that the ways words look like are very much important in the conveyance of the message.

They have a deeper understanding of the words and their writings and use of words is different with the normal way. (Poggenpohl, 1993) The use of words which forms the visual forms e. g. topography, or handmade designing of letters perform many communication functions. The letters can catch ones attention when used in the posters; they can be used to identify a product or even an idea where there are large mass and floods of the same. The graphic designers evaluate the massage and the audience for the type based design before it is presented to the audience.

Like in the typing of a page the designers look and analyze columns, the typeface, paragraphs and lines, indention of the paragraphs, the fonts , text colors and the decorations. This will affect the way the readers will perceive and analyze the texts. (Poggenpohl, 1993) The third mode of idea presentation by the graphic designers is through the use of image and design; this is the instance by which the designers use both images and topography, which explore the creative possibilities presented by words (typography) and images (photography, illustration, and fine art).

The designer function is not only to create appropriate letterforms and images but also to establish the best balance between them. (Poggenpohl, 1993) The designers create a very comprehensive link between the clients and the perceived audience, the designer tries to create a communication of ideas between the client who knows what the idea is and the audience who are not aware of the massage. The designer therefore has to learn how to construct the massage and how to present it successfully so as to make the audience part of the massage.

This is done in collaboration with the client to understand the content and the purpose of the message; the designers also work in close connection with the market researchers and other specialists who will help them to understand the audience and the effects tat the communicated message will have on them. Once a design concept is chosen, the designers work with illustrators and photographers as well as with typesetters and printers or other production specialists to create the final design product.

(Poggenpohl, 1993) The last form that the designers use to pass their message is through the use of symbols, logos and the logotype. This is because the symbols and logos are considered to be special, highly condensed information forms or identifiers. Symbols are abstract representation of a particular idea or identity which we learn to recognize as representing a particular concept or company. Logotypes are corporate identifications based on a special typographical word treatment.

Some identifiers are hybrid, or combinations of symbol and logotype. In order to create these identifiers, the designer must have a clear vision of the corporation or idea to be represented and of the audience to which the message is directed. The career of graphic design is based on the use of visual aids to convey desired and timely messages to the audience. This specialty needs keen and clear understanding of the audience who the desired message is designed for.


Newark Quentin (2002), what is Graphic Design: essential design handbooks: Rotovision publishers Poggenpohl Helmer Sharon (1993) Graphic Design: A Career Guide and Education Directory; the American Institute of Graphic Arts From http://www. aiga. org/content. cfm/guide-whatisgraphicdesign) Retrieved on 20th July 2008 Sagmeister Stefan, king Laurence and Shaughnessy Adrian, (2005) How to be a graphic Designer, without losing your soul: Laurence King Publishing

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