Objectives

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(No Transcript)
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Objectives

• Define graphic design
• Become familiar with the major areas of
  specialization

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Definitions

• 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.

• A graphic design solution can
• persuade
• inform
• identify
• motivate
• enhance
• organize
• brand
• rouse
• locate
• engage
• carry/convey many levels of meaning

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The Graphic Design Profession

• The graphic design profession is an expert
  creative discipline that focuses on visual/verbal
  communication and meaning.

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Specialized Areas

• 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)

LOGANS ADVERTISEMENTS KINETIC, SINGAPORE
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Specialized Areas

• Branding
• The entire development process of creating a
  brand, brand name, and a brand identity
• Can entail 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

TAUBMAN BRANDING CARBONE SMOLAN AGENCY, NEW YORK
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Specialized Areas

• Identity design
• Involves the creation of a systematic visual and
  verbal program intended to establish a consistent
  visual appearancea coordinated overarching
  identity and spirit or image for a brand or
  group
• Also called corporate identity, brand identity,
  and corporate design

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Specialized Areas

• Corporate communication
• Involves any visual communication applications
  that communicate internally with employees,
  create materials for a sales force or other
  employees, as well as applications used by a
  corporation or organization to communicate
  externally with other businesses, the public and
  stockholders, and customers
• Emphasis is on maintaining a consistent corporate
  voice throughout any and all applications

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Specialized Areas

• 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

W. L. GORE EXHIBITION CARBONE SMOLAN AGENCY, NEW
YORK
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Specialized Areas

• 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

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Specialized Areas

• Interactive or Experience Design
• graphic design and advertising for screen-based
  media, including web, mobile, widget, kiosks,
  digital out-of-home, CDs, or DVDs, in which the
  user interacts with the application

THE DESIGN CENTER at KEAN UNIVERSITY
WEBSITE LAVA DOME CREATIVE, BOUND BROOK, NEW
JERSEY
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Specialized Areas

• Motion Graphics
• screen-based visual communication moving
  (sequentially) in duration, including film title
  design, TV graphics design, openers, e-mail
  videos, mobile motion graphics, motion for
  video-sharing platforms, and promotional motion
  presentations for any screen

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Specialized Areas

• Package Design
• involves the complete strategic planning and
  designing of the form, structure, and appearance
  of a products package, which functions as
  casing, promotes a brand, presents information,
  and becomes a brand experience

OLIVE GREEN DOG COOKIE PACKAGING MODERN DOG
DESIGN CO., SEATTLE
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Specialized Areas

• 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

HONENS POSTERS WAX, CALGARY, ALBERTA
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Specialized Areas

• Publication design
• Involves the design of editorial content
• Also called editorial design.
• The publication designer makes content
  accessible, interprets the contents intention to
  clearly communicate, enhances the readers
  experience, and establishes a voice,
  character/spirit, and format for the publication.

• 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)

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Applications within Specialized Areas

• Advertising
• Print ads, television commercials, unconventional
  formats, banner ads, web sites, webisodes, web
  films, product placement, viral marketing, direct
  mail, branded entertainment, product placement
• Branding
• Brand naming, brand conception, brand identity,
  brand revitalization, brand launch, brand
  relaunch, brand environments, global branding,
  corporate branding, social cause branding, brand
  strategy
• Identity Design
• Logos, visual identity, corporate identity,
  branding

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Applications within Specialized Areas

• Corporate Communication
• Annual reports, brochures, sales kits, marketing
  collateral, corporate publications,
  business-to-business applications, corporate
  websites and intranet, and new product offerings
  applications
• Information 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)

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Applications within Specialized Areas

• Interactive or Experience Design
• Websites, widgets, social networking, video
  sharing, photo sharing, blogs, vlogs, games and
  other entertainment, and mobile applications
• Motion Graphics
• Film title design, TV graphics design, openers,
  e-mail videos, mobile motion graphics, motion for
  video-sharing platforms, and promotional motion
  presentations for any screen
• Package Design
• Structural packaging, packaging and visual
  identity systems, packaging graphics, new brand
  development, and self-promotion, with
  applications ranging from consumer packaged goods
  to CDs to shopping bags and more

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Applications within Specialized Areas

• 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
• Publication Design
• Book design, magazine design, newspaper design,
  newsletters, booklets
• Typographic Design
• Custom and proprietary font design for digital
  type foundry, hand lettering, custom typography

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Mass Media

• For many visual communications categories,
  different media can be employed.
• Print, digital, broadcast, unconventional, or film

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The Nature and Impact ofVisual 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.

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Employment in theVisual Communication Field

• The main places of employment for a visual
  communication professional are

• Design studios
• Branding firms
• Publishers
• Digital / Interactive agencies
• Guerrilla / Unconventional marketing firms

• Advertising agencies
• Integrated communication firms
• Marketing companies
• Organizations with in-house design departments
• Freelance and self-employed designers

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Collaboration

• From developing a strategy to negotiating a fee
  to choosing a printer, the client and graphic
  designer collaborate.

• A graphic designer also works with other visual
  communications professionals
• 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

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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.

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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.

BUZZED DRIVING IS DRUNK DRIVINGU.S. DEPARTMENT
OF TRANSPORTATION / NATIONAL HIGHWAY TRAFFIC
SAFETY ADMINISTRATION (SPONSOR) MULLEN
(VOLUNTEER AGENCY)
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Summary

• Graphic design and advertising both play a key
  role in the appearance of almost all print, film,
  and screen-based media, forming societys popular
  visual landscape.
• Graphic designers and advertising art directors
  are the creative professionals who, through
  ethical practice, use constructed visual
  communication to convey messages and information
  to an audience.
• Visual communication can persuade, inform,
  identify, motivate, enhance, organize, brand,
  rouse, locate, engage, and carry or convey many
  levels of meaning.

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Summary

• Visual communication professionals work in a
  variety of settingsdesign studios, branding
  firms, companies, corporations and organizations
  with in-house design departments, publishers,
  interactive agencies, unconventional marketing
  firms, advertising agencies, and integrated
  communication firms, as well as in their own
  studios as freelancers. They collaborate with a
  good number of other creative professionals as
  well as with their clients.
• Design matters Visual communication helps
  society in a great number of ways, from driving
  the economy to informing the public.
• Visual communication professionals need to be
  well educated with a strong liberal arts
  background and excellent training in design and
  writing. They must also be conversant in ethics.