Applying the Art of Graphic Design

What is Graphic Design?

Graphic Design is traditionally defined as problem solving on a flat, 2-D surface. However, Web design and multimedia expand the field into 3-D and time-based 4-D applications.

The designer conceives, plans, and executes designs that communicate a specific message to a specific audience within given limitations.

Applied Design Fields

Industrial Design The design and development

of 3-D functional objects including machines, tools, and kitchen implements

The Industrial designer attempts to simplify the use and manufacture of objects as well as increase their safety and efficiency.

Applied Design Fields

Environmental Design A large general category that includes the design of buildings,

landscapes, and interiors. The Environmental designer attempts to fashion designs that

are safe, efficient, and aesthetic.

Applied Design Fields

Graphic Design The design of things people

see and read. Posters, books, signs, billboards, advertisements, commercials, brochures, websites, and motion graphics.

The Graphic designer attempts to maximize both communication and aesthetic quality.

Applied Design Fields

Web & Multimedia Design The design of interactive, often motion-based graphics. Text,

audio, graphics, animations, and full-motion video. These designers are expected to have skills in both print and

web design.

The Design Process

Step 1: Research Who is the audience? What

constraints are there in format, budget, and time? What is the goal of the project?

Gather & study all related materials and what’s been done before.

Keep a file of anything that is interesting or well done.

Expand your visual vocabulary and use it to build new designs.

Step 2: Thumbnails Idea sketches that provide

visual evidence of thinking, searching, and sorting process that leads to final solutions.

Thumbnails are usually small, fast, and not detailed.

The Design Process

Step 3: Roughs Once the range of ideas has

been fully explored, select the best thumbnails for refinement.

You may want to discuss these choices and do a full size rough in greater detail.

Step 4: Comprehensives The “Comp” is the piece of art

you present to the client for final approval. Although based on your rough, it is much more carefully done.

The Design Process

Step 5: Presentation Practice selling the concept

verbally before presenting it. Demonstrate that you

understand the clients perspective and goals.

Discuss your ideas enthusiastically in terms the client can understand.

Be prepared to listen, compromise, and make revisions if needed.

Step 6: Ready for Press Once accepted, the job is now

ready for production. The comp shown to the client

may look exactly like the finished piece, but it often can not be used to produce the final printed product.

Everything must be sent to the printer ready for press. Printer’s inks must be indicated as well as paper selection.

Careers Design Studios - The studio will have designers, production artists,

account service reps, and often illustrators and photographers on staff or on call.

In-House Design - These designers serve the particular needs of institutions ranging from hospitals, publishers, banks…

Printing Companies - Pre-press work. A good starting place. The Advertising Agency - Creative director, designer and copywriter

executes concepts. Projects cover all forms of print and multimedia. Freelance - Allows a maximum amount of freedom but calls for certain

business related skills (personal promotion, networking…)Drawbacks: no health insurance or company benefits.

New Media - Website creation calls for design skills with page layout, logo design, scripting, illustration, typography, and animation.