Objectives

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

3. 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

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

5. 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) LOGAN’S: ADVERTISEMENTS KINETIC, SINGAPORE

6. 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

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

8. 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

9. 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

10. 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

11. 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

12. 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

13. Specialized Areas • Package Design • involves the complete strategic planning and designing of the form, structure, and appearance of a product’s 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

14. 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

15. Specialized Areas • Publication design • Involves the design of editorial content • Also called editorial design. • The publication designer makes content accessible, interprets the content’s intention to clearly communicate, enhances the reader’s 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)

16. 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

17. 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)

18. 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

19. 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

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

21. 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.

22. The main places of employment for a visual communication professional are: Advertising agencies Integrated communication firms Marketing companies Organizations with in-house design departments Freelance and self-employed designers Employment in theVisual Communication Field • Design studios • Branding firms • Publishers • Digital / Interactive agencies • Guerrilla / Unconventional marketing firms

23. 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

24. “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.

25. 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 DRIVING”U.S. DEPARTMENT OF TRANSPORTATION / NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION (SPONSOR)MULLEN (VOLUNTEER AGENCY)

26. Summary • Graphic design and advertising 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 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.

27. Summary • Visual communication professionals work in a variety of settings—design 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.