# 1
ADVENTURES IN
GRAPHIC DESIGN volume one : what is graphic design ?
By Jamie Sigadel
ForFor me, thethe question of of “What me, question is Graphic didn’t "What isDesign?” Graphic Design?" come to mind until my didn't come to mind senior until my year of high school. senior year of high school. You know, that time when
You know, that time when you’re you'retosupposed todo decide supposed decide what to with the restwhat of yourto life. do with the rest of
One thing was certain: I wanted to go to art school.
An “Art Kidďż˝ for life, I had always been one of those kids asked to draw whenever an artistic opportunity presented itself. I don't remember when this started — I can only vouch that my drawing skills have significantly evolved from the sausage-legged Sailor Moons I enthusiastically scribbled in various Hello Kitty notebooks.
Art has always come naturally to me in some shape or form for as long as I can remember.
I asked myself what other things people who draw do for their jobs to figure out my options. Eventually I came to animation, and for a while thought myself a wannabe animator. The more I looked into it, the more I realized that this wasn’t what I wanted either. While I love drawing, the idea of drawing the same picture over and over did not appeal to me.
At this point I had started looking up at art schools, comparing their statistics with information from their websites. Going down the list of majors, I ticked off one after another.
»» »» »» »» »» »»
animation architecture art history ceramics fashion fibers
Until I came upon..
graphic design
?
Graphic Design. Wait.. What’s that? Somehow, in 18 years of existence, I had not familiarized myself with the term.
I was used to thinking of “Art� in black and white: drawing, painting — pieces that required use of charcoal and pastels rather than computers and printers.
Align Ascender Back Matter Baseline Binding Bleed Body Text Block Quote Callout Caption Clip Art CYMK Copy Crop Marks Descender Diecutting Display Type DPI Duotone Em Space Folio Footnote Galley Gutter Justified Kerning Knockout Ligat ure Masthead Negative Space I don’t think I really understood what Graphic Design was, or what I was getting into, until I actually sat in a Graphic Design class.
Oh Boy..
But to my 18 year old self, what was important to me was not the specifics, but the possibilities. Graphic Design seemed to encompass just about everything I held dear — illustration, photography, technology, writing — it could be so many things.
Suddenly everything clicked.
The amateur websites I had made, the Corbis images of puppies I photoshopped magenta, the “vectorďż˝ images of models I had naively admired. It all made sense. These visual exercises, as unsuccessful and unskilled as they were, were more than just fooling around in Jasc Paintshop Pro for fun.
Essentially, they were Graphic Design. Without even realizing it, I had been a Graphic Designer this whole time.
Graphic design is everywhere. Literally. It’s on the television, in our books and magazines, on billboards and, of course, in advertisements. Anything that uses graphic or textual elements has been designed by an individual or group of people.
It’s a fixture in our lives that has been around seemingly forever, so we simply don’t question it. The thought that goes behind something as trivial as a coupon in the daily newspaper doesn’t come across the minds of the general public.
However, contrary to popular belief, these things don’t just appear out of nowhere. People are hired to design just about everything visual. And sometimes people design for fun!
While graphic design is so diverse, there are certain principles to consider that cross the various boundaries. One such principle is word and image. Design in it’s basic form contains both these things: words and images, though it doesn't necessarily have to. These words and images need to work together in order to suit the project.
This can mean influencing a certain meaning or emotion when viewed by the audience. The relationship between an image and word can evoke feeling — a powerful tool. Successful graphic design isn’t about what is aesthetically pleasing or “pretty� — but about function, and in most cases, inflicting change of some kind. Whether it be to purchase a flashy handbag or start an entire movement, the results can be incredible.
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Form and content are also important. Several people are involved in a design, such as people who write. The text that is involved in an advertisement or book also has to be sufficient in order for the project itself to successful.
The form of the project can also have a lot to do with the project’s success. More and more, designers are finding new and interesting ways to display information. At the same time, if the form isn’t crafted well, the information becomes insignificant.
Craft is important in the final product. Many times, designers will collaborate with other types of artists in order to create a beautiful, functioning object. Designers don’t necessicarily have to known how to make everything, but know how to conceptualize what is possible.
Composition in any form is important as well. You may not notice it, but even the spread in your magazine has been composed in a specific way.
Some designers even believe in applying scientific principles to ensure a design's success. Others are more experimental, and rely on their eyes and instincts to create balance.
The way grids have been used has greatly innovated graphic design. They remain as a functional guide that can make or break a design.
Uh-oh..
Typography is an art-form in itself and arranging type is crucial to graphic design. Typography is a large part of design, and most people tend to realize this when it’s badly done.
Type needs to be legible. If the information can’t be read, the project has no chance to be successful.
There also needs to be hierarchy because information has different levels of importance.
Designers want your eyes drawn to the right information in the right order.
Typography used to be it’s own subset of graphic design but contemporary designers must know how to effectively use it.
Design and technology go hand in hand. Some people say graphic design is a hybrid of art and technology.
Graphic design has changed a lot depending on the latest technology, and we don’t have to look too far from our iPhones to know that.
However, print and digital coexist because they’re needed for different reasons — and understanding the potential of different formats is important.
That’s why when designers do research they think about the audience and the most efficient way to get their information across.
Historically, there have been many incredible graphic designers who innovated design in their own way. While it’s important to realize designers of the past, it’s also important not to rely on elements of past designs as a crutch.
Bass Bernbach Carson Glaser Golden Hohlwein Rand Sagmeister Tschichold .. And more!
Unless you’re going for a certain time-period look, using an element because it’s known to be successful doesn't make good design.
What does is research.
A lot of research and hard work comes with the job. Methods like user-testing, mapping, competitive research, studying the audience — all come into play. By the time a design has been printed, uploaded, or shared, it has been reviewed, altered, and re-produced numerous times.
That’s why teamwork is another important part of design. As a graphic designer, you will receive a lot of feedback. That is not criticism, but constructive feedback specifically discussed in order to make a project the best it can possibly be.
And sometimes that even means killing a project altogether because it doesn’t work!
While design is itself an art form, there are definite successes and failures. That’s why, when designing, it’s important to realize all these aspects when creating something.
A designer wants to do the most they possibly can in order to ensure this success.
With that said, nothing is perfect. Things go wrong all the time because, at the end of the day, we are still human.
It’s a tough field to be in — it’s not for everyone. But people who are passionate about design do it anyway, because it’s what they enjoy and makes them happy.
It’s not a job, but a lifestyle.
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Graphic design is much more than a regular 9–5 job. Being a designer effects the way you see the world around you.
If you are interested in design — read about it! Go on blogs. Get some books and stare at lots and lots of pictures. Find out what resonates with you and what those people did to get where they are.
You never know... Someone For me, the question of might be looking you up "What is Graphic Design?" one day! didn't come to mind un-
One of the great things about design is that it’s so diverse that any individual person has their own strengths to contribute. And what with so many fields to go into, there’s many opportunities to find one’s niche.
You have the power to be the designer you want to be!
COLOPHON Typset in Avenir and Memphis. Printed on Glossy Paper using the services of HP Magcloud. Degree Project Spring 2013 Jan Kubasiewicz Thanks to all who have helped along the way!