Those elements would be images, typography and even the white space around them. Our everyday life is full of graphic design. You can see it everywhere from billboards down to a bubble gum wrapper. You even see it on the t-shirts we wear around. Graphic design is a tool used to inform, organize, locate, persuade and stimulate. It also attracts, identifies and provides satisfaction.
The creative process of Graphic Design allows you to present your message through technology and art. By utilizing the communication tools like typography and image, a Graphic Designer can display their message to an audience or client.
Image-based design
Lets examine more closely the communication tool known as Image-based design. Designers create images that can convey the message their clients want to get across to the viewer. Emotions and moods can be tapped into through Image-based design. Images have a way of presenting a powerful message to people. Of course the effect varies when you take into consideration different personalities, past experiences and associations. When communicating a message through Image-based design the image has to speak for itself. Typically, there will be very little writing to support the images. These images are quite often graphically rendered; but they may also be painted, drawn, or photographic. When it comes to Image-based design, it can truly be said, that a good picture is as good as gold.
Type-based design
Designers are true craftsmen when it comes to conveying messages in a visual form such as signs, packaging, print or film. Writers rely on the words to express their message. Designers do as well; but they approach a word from other angles. The designer has to look beyond the actual meaning of the word; he must consider the way it looks as well. Numerous communicative functions are performed by the use of two visual forms, handmade lettering and typography.
Whether it is used to identify a product name on a truck or package, or simply steer you towards a poster, the use of Type-based design is created to catch your attention. Typography is used in books as well. Much more goes into creating running text in a book then meets the eye. What may seem relatively simple pages requires creative decision making by designers. They have to consider spacing and margins. They must take into consideration the typeface or type size. It must be determined whether they should utilize bold face terms like italic or underlining. The designer must look at the message to be delivered and through his or her expertise decide how the text should be created.
Image and Type
Many times a designer has to convey the client’s message using a combination of Image and Type. The designer must use skill to ensure the correct balance between the two. The person between the audience and a client is the designer. A designer must communicate well with the client to ensure complete understanding of the desired content. Through the use of market researchers the designer must also get in touch with the audience. It takes the collaboration of many experts such as illustrators, typesetters, photographers and printers to create the final project.
Symbols, logos and logotypes
Highly condensed identifiers or information forms are Symbols and logos. Symbols typically represent an idea or identity. The CBS “eye” is a prime example of a symbol. Logotypes are normally used in corporate identification. This is accomplished through typographical word treatment that is quite special. At other times designers must utilize a combination of both to convey the desired message. The only way this can be done effectively is if the designer has a clear vision into the corporate idea and the audience that will play host to the message.
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