Suppose you want to impart an idea to another person so that within a glance they would understand your intention. Graphic design is the technical term for the activity that visually provides the message you want to send, using type, image, or a combination of the two. However, like the well-conceived and executed final product of the artist, this simple definition says little in the way of the details and considerations that define expertise in this field.
One of the most important aspects of this profession involves the relationship between the designer and the client for whom he is performing the task. In general, the client will describe the product or service for which the design is intended. A good working relationship between the client and the designer will save time in determining the product. Clear communication will allow the client to discuss his expectations and goals, and will provide the artist with an opportunity to ask questions and sift through possible directions. Once this path has been defined, the designer can begin the artistic process.
Consideration of the intended audience is another factor in creating the visual message. Variables such as age, gender, education, and cultural literacy will play a big role in deciding upon the direction for design. Studies have been performed on all of these and many other variables to determine design preferences. For instance, research shows that men and women respond differently to colors. The professional designer would, therefore, carefully consider his choice of colors depending on whether his work is intended for a male or female audience.
In addition to color, a number of other factors make up a competent visual image. Elements such as page balance, white space, contrast, proximity, alignment, and repetition are important in determining the best design layout. More of a science than many people understand, specific formulas reveal the best use of space in designing for optimum visual acceptance. For example, proper use of white space (the areas not covered with design elements) is extremely important in making a visually pleasing composition. The best designer understands that leaving a space “blank” is often more important than jamming it with type or images.
Another thought for the designer is where the composition will appear. Will the piece be used for print applications such as billboards, brochures, or newspapers? Or will it appear on the Web? Depending on the answer, other factors must be considered before determining the design direction. Window size, browser capabilities, time to download, and resolution are just a few of the elements that make designing for the Web very different from designing for print media.
With so many variables to choose from, and so many aspects of a product to communicate, it can be overwhelming to create a successful image. Professional graphic design provides the viewer with a comprehensive visual summary of the client and artist’s intention.
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