Graphic design is the academic and professional discipline whose basic activity is in developing visual communications meant to transmit certain communicative messages to different social groups, with special objectives. In its broadest sense, it can be said to cover any project concerning the communication of visual information, particularly of a visual nature, which may be presented for entertainment, advertising, or other purposes.
The key concept of graphic design is that the visual medium should be used to communicate specific and accurate information to target viewers. The major innovations in graphic design over the past few decades have been the inclusion of color printing technology, instant lighting, the development of computer-aided design (CAD) technology, and new media like the Internet and video. These developments in the fields of graphic design have led to an increased usage of graphic design in marketing campaigns, art production, advertising, and educational and museum projects.
The history of graphic design can be traced back to the late nineteenth century. Artists working for the publishing industry used a tool called the pen & ink roller to render ornamental objects in three-dimensional form. In the early twentieth century, American artist Woodard Hunt developed an instrument, the stethoscope camera, which enabled him to render 3-D images. Many other designers also used similar technologies to craft unique visual artifacts. Though the visual elements of any artwork are dependent upon the design process, the history of graphic design stretches far beyond the traditional forms.
- Brand Identity: A clear example of the use of graphic design in branding and marketing is the use of logo design, which is often associated with corporate identity design. Logo designs are very important for creating brand identity because they are meant to represent the business and also provide a clear indication of the company’s position in the industry. Logo designs are usually created using vector graphics programs. The shape and size of the logo can be manipulated easily according to the preferences of the designer. Vector graphics packages enable a graphic designer to add, edit, transform, and combine numerous image formats into a single file, which greatly simplifies the task of creating a logo design.
- Environmental Design: Another branch of graphic design that has made notable contributions to the realm of omnichannel strategy is environmental graphic design. This branch focuses on using visual elements to create a message about the product or service and its relation to environmental issues. An iconic logo such as the Blue Boat Logo has become an international symbol of eco-friendliness. Some environmental graphic design examples include packaging design, which seeks to improve the consumer’s experience when purchasing a product.
- Visual Elements such as colors: A major component of graphic design software is the color combination tool. This enables designers to experiment with different color combinations and achieve dramatic effects. With the right color combination, a designer can evoke powerful imagery and dramatic effects. Other types of visual elements that can be added to an image include text, shadows, fills, and gradients. Images can be manipulated by adjusting their brightness and saturation, as well as modifying the color, contrast, and luminosity.
- Branding and Identity: Designing businesses use graphic designer tools to create visual concepts and identity. Different visual concepts can be communicated through icons, buttons, logos, and fonts. These concepts can then be used in a variety of media including websites, commercials, print ads, and promotional materials to create visual concepts and brand identities.
