Have we entered the era of bad graphic design? Functions of design in human life Graphic design in everyday life.

A look at design as a source of sociocultural changes in the world most accurately corresponds to the current state of both culture as a whole and the place of man in this powerful machine of progress. To understand the true direction of modern design, you need to consider a number of factors, influencing its further development. These factors can be of different nature: negative, positive, spiritual, material, etc.

Studying the peculiarities of the formation of relationships between design and people can be the key to understanding a wide variety of social processes, the function of design in society and the development of modern society as a whole.

The relevance of this topic lies in the fact that the changes made to life by a person himself are, to one degree or another, a product of design. This applies not only to the objective world around us, but also to the development of various social spheres of life. It cannot be said that designers, and all design in general, are aimed only at satisfying everyday human needs. The understanding of the subject of design is expanding, a new design is emerging - “design social context" "Design becomes the design of the environment and the design of human experience, the design of social context. The subject of design expands to the design of events, the design of lifestyles."

A designer in the modern world is not only reformer and the bearer of changes, as well as a kind of controller of these changes. It is the designer, even at the idea stage, who can control the proper development of his idea and avoid errors that can subsequently have a negative impact on a person. Based on the above, we can conclude that design in the modern world is, first of all, a meaningful activity. professionals who are aware of the importance and responsibility for their actions. It is through the means of design that new social values ​​are created, the relationship between man and art, and it becomes important to involve the consumer in the design process in order to introduce more effective forms of design activity.

Design is a carrier of social change

The whole life of a modern person is filled with design products. Design surrounds us everywhere - in everyday life, at work, on vacation, etc. And over time, the function and importance of design in a person’s life only increases. Things become a kind of indicators of a person’s standard of living, well-being and social security. The rational use of design products in everyday life serves as the basis for physical, and most importantly moral development person.

“Any social structure that does not have a minimum of material and material security is doomed to slow extinction or assimilation of the cultural and technical achievements of other social systems. A person who does not have safe and comfortable tools, tools, housing and clothing that protect not only his body, but and human dignity inevitably finds itself in a situation of chronic cultural impoverishment and hunger." That is why it is important to consistently approach the study of this aspect of design activity, and if we consider design as a carrier of social changes, then it becomes inevitable to understand that changes can be both positive and negative, and sometimes, in the hands of incompetent designers, their negative impact may be irreversible.

Changes- essential part of our life. Technical progress becomes a component of social and individual progress. But this gives rise to new needs and, consequently, new problems. A person requires an individual approach to himself from the designer, because people are very different, a person’s individual sensitivity can be determined by various factors: age, gender, education, occupation, and other personal qualities. And to increase the efficiency of cooperation between designer and consumer, it becomes possible to use the ideas of “participatory” design. "In the late 1960s the term "participatory design" is widely discussed, and methods of participation are used in organizing the work of groups of designers - architects and industrial designers. Methods of public participation in decision-making in the field of design practice of traditionally working design and design bureaus required a serious attitude to understanding the opinions of representatives of various segments of the population."

In her work “Design Theory” Mosorova N.N. highlights a row forms of complicity designer and consumer. And if we consider this issue in the context of individual design, then the most rational form of participation, in my opinion, can be considered "Alternative"(“Alternative”). This form of participation consists in direct communication between the designer and the consumer, and the designer, in formulating his design proposals, uses terms that are understandable to non-professionals; forms of visualization of design proposals (drawings, plans, etc.) must also be adapted to the understanding of the consumer. The alternative method of participation is used only if a personal acquaintance between the designer and the consumer is possible.

From the above, we can conclude that modern design is aimed primarily at concretizing and individualizing the consumer, introducing methods of participation in design practice. The designer becomes unique conductor between art and man. But here it is necessary to recall that all of the above applies only to professional designers, and not to self-taught designers.

The challenges of design today are significantly different from the past, on the one hand, a designer is a creative profession that requires certain artistic skills, "feelings of beauty", a sense of proportion in this “beautiful”. But in practice, it turns out that “design is a functional element of industrial structures and should be focused, firstly, on solving corporate problems by means of design to achieve high profits and, secondly, on certain, already formed needs of various social, national, age groups of the population." Then it turns out that function in design fades into the background? After all, if we talk about commercial benefits, then things that are often deprived of this very function are in great demand in the modern market. It is the bright design that attracts more attention to them, and not the fact that at the moment a person urgently needs them. But some design objects contain both a bright appearance and deep functional content. But most consumers, when purchasing this item, do not use even half of the functions it contains, but are guided only by fashion trends, thereby trying to maintain their social status through this item. Thus, it turns out that the designer must choose - commercial gain or creative satisfaction and self-realization in art. After all, most “designer” products end up outside the commercial market. But there is also a positive side to this - a designer who has the opportunity, and most importantly, the desire, can combine two types of activities - commercial and for the “soul”, while for the rest there is always a choice of how to realize themselves in creativity.

As stated earlier, design is a medium social change, and they can be both positive and negative. Isn't what we call fashion trends and diversity of choice just an imposition of the opinion of a certain group of people, a means of manipulating the masses through design? Is mass design really that harmless? Does such a design develop a sense of taste and style in the younger generation? In answering these questions, we will not consider industrialism as a whole, with its negative impacts on the environment, high costs of human and material resources - this is a characteristic feature of our time, and which is not possible to overcome in the near future. Let us take into account only the moral aspect of these influences.

The development of mass production of goods carries with it an important economic factor; this group of goods is quite accessible to many segments of the population, and this, undoubtedly, is a positive side of the issue, but in this case there is no longer any need to talk about the individuality of each person. But in fairness, it should be noted that it is not mass design that makes a person faceless and blending in with the crowd, but the absence of an elementary style, and a clear sense of one’s own individuality. With skillful and correct handling of a thing, be it items of clothing, interior design, even mass-produced items, they will help to express the unique and individual that their owner brought to them. It follows from this that a person always remains the master of the situation, and if the consumer lacks a sense of taste and proportion, no matter how many high-quality and worthy design products are in his field of vision, he will still choose a “thing” created by an unscrupulous designer, even if its price is an order of magnitude higher than that of a quality item.

The goal is to bring people closer to the world of beauty, with high-quality and professional design.

Establishing connections between people and things is becoming one of the main functions of modern design. The history of design is inextricably linked with the development of industrial technologies; these two trends to some extent develop each other, i.e. The emergence of new production technologies immediately entails the development of new objects by designers, just as the development of new design products stimulates the development of industrial technologies. And as a result, all these areas of development of industrial technologies are aimed at one goal - bringing people closer to the world of beauty, with high-quality and professional design.

Functions of design in life

Everything that a person has ever done and is doing in art in our time is permeated with an aesthetic sense of beauty at the level intuition. Moreover, each artist has his own measure of “beautiful”, and when creating each new work, the author relies only on his own feelings and sensations. “And what we call art today, i.e. a certain special activity (and its results), aimed primarily at the creation and expression of the aesthetic... has a long history, going back almost to the origins of culture itself, but it was not always isolated from utilitarian-everyday or cult-religious activity as an independent and valuable type." Even now, one can trace a close connection between art, in the form of design, and a person’s everyday life, his way of life.

Almost all design objects created in our time serve modern people in everyday life. And it’s natural that functional value design, in this case, is difficult to overestimate. In the work of T.Yu. Bystrovoy “The Thing. Form. Style. Introduction to the philosophy of design”, two groups of sociocultural functions of design are considered: the functions of design in being and the anthropological functions of design. Let's take a closer look at the first group.

Aesthetic function

Design with its entire being calls for the aestheticization of the objective world surrounding a person. Moreover, “the aesthetic is not an overcoming of the practical, but a rejection of its totality, allowing one to achieve spiritual revelation. Practical needs cease to be the only ones and are included in a broader existential context, the form of the object confirms the positive spiritual manifestations of its creator.”

How to measure the level of aesthetics in a particular design product? Bychkov V.V., answering this question, says that: “as can be seen from the very definition of the aesthetic, strict criteria for “measuring” the levels of the aesthetic do not exist and fundamentally cannot exist, because the aesthetic is a characteristic of the relationship between the subject and the object, and since the subjective the component is fundamentally variable...there cannot be an objective criterion for the aesthetic level."

There is only a minimal possibility to measure "share of aesthetics" by taking into account when analyzing a thing a group or class of subjects of perception, religious views, level of education, etc. Therefore, it is difficult to judge the share of beauty in each specific thing, since this is a purely individual aspect of evaluating a work of art. But at the same time, we must not forget that design is designed to harmonize the environment surrounding a person, and, if possible, should protect him from low-quality conveyor-produced goods created by non-professional designers.

Humanizing function

Design is inextricably linked with its consumer, everything that designers do is designed to serve people, to satisfy their needs and whims. Just as each person is individual, the environment that he creates around himself is also individual. It is impossible to say with all certainty that this or that thing does not have the right to exist, due to the fact that we consider it tasteless, everything is individual, and if a thing is made for a specific consumer, then it contains exactly the function necessary for that particular consumer. to a specific person. But this statement is valid only with an individual, private approach to designing a thing. If we talk about mass production, then the responsibility of the designer in this matter increases. “In design there can be no trifles in working with form and material, because they have to coexist with the person who needs to be thought about first.” But with mass production, dialogue between the designer and the potential consumer is impossible; in this case, the designer has to rely on his own ideas about his needs, but he can also take as a basis statistical data, the practice of his predecessors, or his own life experience in working with clients.

Organizing function

This function is a consequence of the main design function - harmonization of the environment around a person, because it is difficult to imagine at least some kind of harmony in chaos. Organization, ordering of objects in space is an integral part of this very harmony. If we consider this function using the example of an interior, it is perhaps the main task in creating a truly high-quality object. Since organizing objects in space, while creating a truly comfortable environment for a person, and not just a beautiful picture that will fall apart after several days of a person’s stay in this interior, is a very difficult task, and only a designer with a good professional can solve it. instinct, which is supported by knowledge and skills in this field.

Arranging objects in space...the task is very difficult, and only a designer with a good professional sense, which is supported by knowledge and skills in this area, can solve it.

Rationalizing function

Every thing that claims to be called a design product must combine two main characteristics - to be aesthetically attractive and functional. Also, in the work of a designer, the factor of measure is of no small importance; you need to be able to stop in time, especially when it comes to the use of decorative means when working on a specific item or interior. These aspects "suggest the rational work of the designer, through which the form of a thing is brought into the most adequate relationship with its purpose. Objects created by the designer do not imply excesses at all, but only thoughtful excesses."

Every item...must be aesthetically attractive and functional.

Creative (creative) function

Is it possible in our time, when it would seem that everything great has already been created, to show oneself as a creative person and open “America” to others in the form of a new, creative, previously unseen design object? Or was everything already created before us, and the lot of modern designers is only to remake already known masterpieces “for themselves,” for the situation, for the customer? Isn't modern eclecticism just a hopeless form of self-expression? The method of mixing everything that has already existed before to get something new, on the one hand, is very convenient, minimum costs, the designer only needs knowledge of styles and imagination, for a high-quality synthesis of the knowledge and skills accumulated by predecessors. But is everything as simple as it seems? In most cases, this mix turns into something completely unthinkable, which cannot be called design.

If we consider interior design as an example, then eclecticism becomes perhaps the most popular way of conveying the author’s vision of space, although the style itself is busy and labor-intensive, and requires certain skills and experience from the designer. And when considering the results of this work, more than half of the “masterpieces” do not deserve as much attention as they are given; more precisely, these ideas do not even deserve to be brought to life. Where are the customers for whom all this is being created? Most people rely on the opinion of designers, and for some, the designer’s words “fashionable and relevant” become decisive in making decisions. What then is the problem that has arisen? In unscrupulous designers, or in the lack of taste of their clients? It is possible that the designer himself does not understand the mistakes he made in his work, due to ignorance or lack of experience. But why then set yourself tasks that are not yet possible to solve?

The very concept of interior is so deep, and, in my opinion, in the interior, as in clothing, one cannot blindly follow fashion. Just as clothes should suit a person, so the interior should correspond, first of all, to the person for whom it was created, and not to the fashionable trends of our time. New is often forgotten old, only in a new “cover”.

Significative function

The name for a thing, an object, can play both a significant role and formal. Sometimes it is necessary to use a name to fully reveal the function intended by the designer, in which case the name “acts as a concentrated form of representing the concept.” But often this is not required; the product itself is the carrier of the necessary information. For example, most perfume and cosmetic companies are named after their own names (Dior, Chanel, etc.) and the series of products manufactured by these brands are given a more “telling” name so that the buyer of these products can choose the right product from numerous boxes and bottles , since often the form of packaging is not so informative.

Conclusion

Design - multifaceted structure, just as each individual person is individual and unique, so is the design. After all, without a social context, design would be just a decorative art, a set of drawings. The high social significance of design products and design in general determine the importance it acquires in the modern world. There are no people indifferent to what surrounds them, what kind of objective environment becomes a qualitative characteristic of the standard of living. Summing up the work done, it should be noted that design penetrates into all areas of our lives; in this case, it is difficult to overestimate its influence on the life of a modern person. Defining a designer as a carrier of change places greater responsibility on him and increases the social significance of his work.

In modern design, the ideas of cooperation between the consumer and the designer become of great importance for the most effective final result of joint activities.

From all of the above, we can conclude that today, design and its social component are inseparable, since design is called upon to harmonization of the environment around a person, bringing comfort and individuality into it.

1. Mosorov A.M. Mosorova N.N. Design theory. Ekaterinburg, 2004, p.99;
2. Ibid., p. 100;
3. Ibid., p.132;
4. Ibid., p. 106;
5. Bychkov V.V. Aesthetics. Short course. M.: Project, 2003, pp. 159-160;
6. Bystrova T.Yu. Thing. Form. Style: An Introduction to Design Philosophy. Ekaterinburg, 2001, p. 21;
7. Bychkov V.V. Aesthetics. Short course. M.: Project, 2003, p. 162;
8. Bystrova T.Yu. Thing. Form. Style: An Introduction to Design Philosophy. Ekaterinburg, 2001, p. 26;
9. There, p. 28;
10. Ibid., p.30.

Bibliography

1. Bystrova T.Yu. Thing. Form. Style: An Introduction to Design Philosophy. Ekaterinburg, 2001
2. Bychkov V.V. Aesthetics. Short course. M.: Project, 2003.
3. Mosorov A.M. Mosorova N.N. Design theory. Ekaterinburg, 2004

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Music album covers reflect graphic design trends like nothing else. By looking at them, we can understand what is happening in this area today.

2017 surprises with rough covers, it feels like the designers created them on their knees in a subway crossing.

There is a tendency to use experimental design that goes against what would normally be considered "good" art.

Why is this happening?

Meme culture

Here and there we can see music album covers that reflect meme culture. The Internet is a mega force driving the music industry right now.

The cover lives in the digital world, and it should look good both as a thumbnail in the iTunes store and on a massive billboard. Therefore, it is important to remove all unnecessary elements that clutter the space.

We live in a self-conscious society, and design will always reflect what is happening in society.

If everyone is excited about memes... why not use it in graphic design?

Graphic design is an art that should stand on its own as a good example of design, but also should be thought-provoking and capable of eliciting the desired reaction.

Meme today is another visual language, and each new “masterpiece” spreads like wildfire.

Memes are hardly a highly aesthetic thing, but they are a reminder of how powerful the right text with the right image can be.

Simple design

Artists are beginning to break down the wall between themselves and their audience in order to appear more real. Anything that is embellished, complicated, or has a lot of details is not 2017. This year, everything natural, “unprocessed,” and crude is valued. Such techniques create an image of the real, the present, which we already miss.

We are very much accustomed to the fact that design in our everyday life is very “polished”, combed, so when we encounter something more complex, we are immediately puzzled.

Simplicity teaches us to accept things as they are. Without tinsel and deception.

In graphic design, this approach may signal a reaction against the increased emphasis on design that has emerged in recent years. Design awareness has increased significantly over the past ten years. There is a lot of “design” around, perhaps “over-design”. And people are tired of this - it’s time to change something.

The good, the bad, the ugly

While the debate continues about whether music covers in particular, and this entire trend in general, are an example of “bad” design, or simply a new direction in graphic design, they have certainly amazed designers and music lovers alike.

Calling this an example of "bad" design is quite problematic, since it implies that there is a specific vision of what "good" design is. Modernism itself offered the ideal of universal, timeless good design, but even that goes in and out of fashion. A lot of modernist graphic design can be traced back to a specific time.

Design is an expression, and the three examples given here are an indication of where design is in 2017.

Designers and artists have always started from what is stereotypically considered the norm. Going beyond the limits is what inspires.

A lot of what we see today people might consider bad design. These are unsuccessful attempts to recreate the style of the era and capitalize on nostalgia.

If it is implemented poorly and at the wrong time, the idea will not justify itself.

A designer is a specialist in artistic design and design of various kinds of objects. The areas of application of the designer's talent are very diverse: this includes fashion, industrial or architectural design. The profession of a designer is one of the most fashionable today. The advantages of working in the design field are good earnings and the opportunity for creative self-realization. This article covers how a graphic designer works, the programs needed to master it, and the issues of building a successful career.

The Essence of Graphic Design

Currently, the profession of a graphic designer is in high demand. What a graphic designer does is clear from the very definition of this specialty. Graphic design is the art of designing objects using graphic images. A graphic designer is a specialist in the design of various types of printed and poster products, the creation of brand names and labels. A separate area of ​​graphic design is web design - the activity of designing websites on the Internet. A graphic designer is a creative profession, close in meaning and philosophy to the work of an artist who creates paintings.

Professional Graphic Designer Skills

A graphic designer-illustrator must have knowledge in the field of typography (know the types of fonts, understand the technical process of creating printed materials). The main professional skill of a specialist in this field is the ability to draw well and use visual media, master the basics of composition and color. He must understand the main current trends in his professional field and constantly improve his professional skills.

A necessary condition for successful work in the field of graphic design is knowledge of basic computer programs for creating all kinds of graphics and the ability to work on a personal computer.

Specifics of a web designer's work

The differences between web design and graphic design are mainly related to technical issues. A graphic designer specializing in website creation must understand the technical aspects of user interface design (know the principles of a programmer and coder, understand the features of viewing computer graphics on monitors with different resolutions). His task is to make browsing the site’s pages an easy and enjoyable experience. A graphic designer of any specialization must have a general knowledge of the principles of creating advertising products and possess industrial design skills.

How to become a graphic design specialist

The path to becoming a graphic designer lies through studying at an educational institution. Design specialists are trained in educational institutions of higher and secondary vocational education. These can be educational institutions of artistic, architectural, construction, and technical profiles. Studying in specialized educational institutions, in addition to teaching the basic skills of working as a designer, also helps to broaden one’s horizons and gain the necessary connections in the professional community (for example, during an internship). In addition, studying at an educational institution gives you the skills to work independently and search for the necessary information.

The professional skills necessary for work can also be obtained by enrolling in various types of courses. Unlike higher or secondary vocational education, studying in courses will allow you to obtain only the necessary set of knowledge sufficient to start working in the profession. The courses are usually practical in nature. This, on the one hand, is their positive property. A negative aspect of taking courses is that the student lacks the necessary theoretical knowledge, without which it will not be possible to achieve great success in the profession.

Graphic designer is a creative profession. You can master it yourself if you wish. Many famous graphic designers (like Karen Cheng) have acquired the necessary graphic design skills on their own. However, they all had higher education in different specialties. A novice graphic designer still cannot do without the basic skills that a specialized education provides.

When choosing a graphic design profession, you should keep in mind that it is not an essential profession, and in an economic crisis there is a risk of job loss.

Computer programs in the field of graphic design

A modern graphic designer must have the skills to use computer programs in his work. Adobe Photoshop and Adobe Illustrator are required to learn. Please note that professional versions of graphics programs are quite expensive. In order to understand the basic principles of their work, a novice designer can first start studying free analogues.

How to build a career as a graphic designer

To successfully work in the field of design, it is important to choose your specialization wisely and constantly improve your knowledge. In order to keep abreast of current trends in the world of graphic design and acquire useful contacts in a professional environment, it is important to regularly follow the latest developments in the field of professional activity and attend thematic events.

Communication with professionals will help you avoid mistakes and blindly copying other people's ideas. Their advice will help you create a graphic editor portfolio. Wide opportunities in the field of professional self-realization in the field of graphic design, and especially web design, are provided by freelancing - remote work using the Internet.

Where can I learn skills?

Currently, there are many specialized electronic portals on the World Wide Web that provide remote work. Designing a graphic designer’s portfolio plays an important role in obtaining profitable orders. It should be as informative as possible and contain the most striking examples of work.

In the field of freelancing, a condition for success is business reputation. It is difficult to earn it, but easy to lose it. Therefore, the main rule of a beginning graphic designer should be to complete the order on time and with high quality. At first, you shouldn’t count on high earnings. Gradually, over time, the number of customers will increase. Consequently, income will also increase. It is important to remember that a graphic designer’s portfolio plays a big role.

How to learn creativity in design

The task of a designer of any specialization is to meet the customer’s requirements to the maximum extent possible. Of course, here, as in any other field, a creative approach is encouraged. However, a graphic designer in his daily work is limited by the scope of the technical specifications, and does not solve the problem of creative self-expression. Therefore, creativity in this professional field is not encouraged.

Nowadays, the concept of “design” has expanded its boundaries so much that it is difficult for us to imagine the world around us without it. Design has penetrated almost all areas of human activity. This fully applies to this type of design art as graphic design. We encounter its manifestations everywhere - we buy newspapers, books and glossy magazines, pay attention to advertising leaflets, labels and colorful posters, and come across graphic design in printing and the Internet.

Graphic design has become less about creating attractive pictures and more about changing the visual-communicative environment that surrounds a person in everyday life. Today, graphic design is a whole science that combines the prudence of an analyst with the creative abilities of an artist.

Although this branch of design can be called relatively young, since the official date of its birth is considered to be 1964, when the First Congress of the International Society of Graphic Design Organizations was held, nevertheless, the origins of graphic design date back to ancient times. After all, even the most ancient and primitive drawings made by human hands can be considered as the initial stage in the development of graphic design.

Over time, people came closer and closer to the realization that expressing information through graphic symbols is much more effective than simple text or spoken language. An example of this in modern life can be various warning signals on the roads, which convey to the driver the necessary minimum of information in a short time.

The advent of the printing era played a major role in the formation and development of graphic design. In Europe, the history of graphic design as a separate field of activity, classified as an artistic and professional discipline, dates back to the Middle Ages, when the first, still quite primitive, printing presses became relatively accessible to publishers.

The emergence of graphic design as a specific area of ​​creativity is directly related to the gradual merging of two directions - commercial art, associated with the mass production of posters, newspaper and magazine publications in the late 19th - first half of the 20th centuries, and modern fine art. The widespread use of photography, the development of cinema, followed by the expansion of television and video contributed to the growth of interest in visual forms of expression and perception.

Another important stage associated with the development of graphic design was the advent of digital technology and the creation of personal computers, which gave graphic designers the latest tools that allowed them to radically change their work. Computers have made it possible to create all designs in a software environment, allowing designers to experiment with different solutions and easily correct their mistakes if necessary. In the age of computer technology and the Internet, graphic design has become more accessible and free.

As we can see, graphic design has come a long way in its development. If earlier graphic design meant exclusively the artistic arrangement and installation of text with an image on a printed sheet in the process of creating a visual-verbal sequence, today the scope of activity of graphic designers has expanded significantly. Graphic design currently refers to the creation of visual (graphic) images in order to embody certain ideas. In the modern world, the importance of visual forms of expression has grown extraordinary.

Graphic design has an informative function (in order to explain a variety of issues to people) and an emotional one (in order to evoke certain feelings in a person and form the desired opinion). It is obvious that graphic design is closely intertwined with advertising and fine art, and therefore it uses approximately similar concepts, elements, principles and methods. For example, if the main thing for advertising is to sell, then for graphic design it is to convey some idea to people. To solve this problem, graphic designers use a variety of visual communications.

It should be noted that graphic design is somewhat different from ordinary or, for example, industrial design, where the main task is to make everything that surrounds a person in everyday life convenient and beautiful. Graphic design is not concerned with the artistic design of objects, but with the world of information. Graphic design tools can be various visual communications - from a short advertisement to a huge electronic information board.

A graphic designer works with graphic images that can push the viewer to the action or conclusions that the creator of the information message needs. Thus, the graphic designer tries to translate information into a visual language that most people can understand. With the help of graphic images, he is able to convey almost any information to the addressee without resorting to any lengthy verbal explanations.

There are different types of graphic design. For example, where text is used, typography plays a significant role, which is based on the creation of verbal text using typographical typesetting. An important point here is the choice of font, the placement of headings, parts of text or headers, both relative to each other and in relation to the information carrier, that is, to a newspaper page or field of a poster.

In graphic design, which is closely related to industrial production and its products, designers deal with brand names, labels and packaging. Graphic design is also widely used in the field of commerce and entertainment. Here the work of a graphic designer involves the creation of advertising brochures, catalogs, and posters associated with a particular advertising company.

Graphic design also plays a big role in creating a company’s corporate identity, that is, defining a permanent, memorable visual image of everything related to the enterprise, its activities and products. The basic elements of a corporate identity that are developed by graphic designers include logo, font, color scheme and compositional principles. Elements of corporate identity can cover everything related to the daily activities of the company, from business documentation to employee clothing models.

So, graphic design includes the following areas:

• typography (the art of competently providing textual information);
• design of printing and printed products (newspapers, magazines, posters, posters and stickers);
• development of a corporate style (defining a set of visual techniques united by a common direction inherent in all products, attributes and advertising campaigns of the company);
• web design as a field of graphic design;
• development of orientation systems (warning signs and symbols);
• package design;
• creation of illustrations.

Of course, today's greatest use of graphic design is in advertising, publishing and printing, and other areas of media where it helps in the sales and dissemination of certain ideas. Graphic design forms the image of the company and visually represents the direction of the business, which helps attract potential customers. The success of any advertising company directly depends on the quality of design development. Moreover, the finished design solution should always have an attractive and original composition that would evoke the necessary associations in the viewer, for example, trust in the brand or quality.

In an increasingly competitive market, from the very moment a company is founded and throughout its life, management is constantly faced with the need to use graphic design. After all, any company strives to stand out from its competitors, plus it is very important that potential clients not only learn about the company’s activities, but also remember them. It is very difficult to solve this problem without the use of graphic design tools that present information in an easy, human-readable visual form. Working with visual images, a graphic designer is able to excite a person with a sudden memory, serve as a pleasant association, or give him aesthetic, and perhaps intellectual, pleasure.

You need to understand that graphic design is a related field to many other areas, including fine arts, geometry, typographic layout, drawing and technical design. Accordingly, this area of ​​design includes techniques and tools characteristic of a number of other related areas. Over time, the craft of a graphic designer has become increasingly involved in marketing, economic and cultural communications. Therefore, when carrying out a project, a graphic designer often collaborates with other specialists - psychologists, sociologists, marketers and art critics. This is necessary in order to develop an optimal strategy for processing information and turning it into specific visual signals that will be interpreted by the viewer definitely and unambiguously.

However, the competence of the designer himself also includes relevant knowledge about the market, consumers, and psychological capabilities of perception. Indeed, in the course of his work, a graphic designer is engaged in collecting and analyzing information, defining a problem and setting a goal, and creating a general design concept. And only after that he proceeds directly to the development of a graphic solution and harmonious composition. The professional qualities and qualifications of a modern graphic designer are directly determined by how freely, broadly and tactfully he knows the methods of “information design” and how to manage visual means of communication.

Graphic design today is used in many fields of activity, carrying decorative, informative and emotional functions. Projects developed by professional graphic designers are often called visual creatives and their creators have the same rights as, for example, literary authors or creators of works of art. Thus, graphic design has become an independent and actively developing direction of modern applied art.

Applications of the term

Graphic design as a discipline can be classified as an artistic and professional discipline that focuses on visual communication and presentation. A variety of techniques are used to create and combine symbols, images, or words to create a visual image of ideas and messages. A graphic designer may use typography, fine arts, and page layout techniques to produce the final result. Graphic design as a term is often used to refer to the design process itself, through which communication is created, and to designate the products (results) that were obtained at the end of the work.

Story

The advent of the era of printing

The earliest printed book known to us is a Buddhist holy book. The book was printed on cloth using sawn blocks of wood in 868 during the Chinese Tang Dynasty (618-906). At the beginning of the 11th century. printing devices produced long scrolls and books, making them widely available during the Song Dynasty (960-1279). But the true beginning of the printing era came with the invention of the printing press in the mid-1440s by Johannes Gutenberg.

World graphic design schools

Russian constructivism (1920s), American advertising graphics (1930s-1950s), Swiss school of graphics (1950s-1970s), Polish school of posters (1950s-1970s), Japanese school of posters (1960s) -1980s). The leading national schools of graphic design also include English, Dutch, French, German, and Finnish.

The world organization for graphic design is ICOGRADA, International Council of Graphic Design Associations. Russia is represented in ICOGRADA by the Academy of Graphic Design, the British Higher School of Design, MGHPA (Moscow State Academy of Arts and Industry) named after. S. G. Stroganova and VashGD (Higher Academic School of Graphic Design).

Graphic Design Sections

Graphic design can be classified according to the categories of problems it solves.

• Typography, calligraphy, fonts, book design
• Corporate identity (corporate style), including brand names, logos, brand books
• Visual communications, including orientation systems (navigation and other icons)
• Poster products, including advertising posters
• Visual solutions for product packaging, including confectionery and food
• Web design tasks
• Visual style of television programs and other media products

Graphic design is becoming an increasingly integrative profession, combining the principles and methods of various professional disciplines in working with the complex, multi-level subject of visual reality. In addition to the visual image, text, space, graphic design masters such realities as movement, time, interactivity and operates with increasingly diverse means of economic, marketing and cultural communications.

Professional computer software:

• For offset printing: Adobe Photoshop (working with raster images), Adobe Illustrator (working with vector images), Adobe InDesign and QuarkXPress (page layout)
• For outdoor advertising and screen printing: Corel Draw

Basic Graphic Design Products

Common uses of graphic design include magazines, advertising, packaging, and web design. For example, product packaging may include a logo or other image, organized text, and clean design elements such as shapes and color to promote a cohesive look. Composition is one of the most important properties of graphic design, especially when using preliminary materials or other elements.

• book layouts and illustrations
• graphic design for postcards and postage stamps
• design of records and DVDs
• corporate style of the company and its main element - logo
• booklets, brochures, calendars and other advertising printed products
• packaging, labels, covers

Gallery

see also

Notes

Literature

• Rosenson I. Fundamentals of design theory. - St. Petersburg. : Peter, 2006. - 224 p. - ISBN 5-469-01143-7
• Tuemlow E. Graphic design. Corporate style, latest technologies and creative ideas. - M.: AST, 2007. - 256 p. - ISBN 5-17-041011-5
• Charlotte Fiell, Peter Fiell Contemporary Graphic Design. - Taschen Publishers, 2008. - 559 p. - ISBN 978-3-8228-5269-9
• Latin-American Graphic Design / Wiedemann, Julius & Taborda, Felipe. - Taschen Publishers, 2008. - 544 p. - ISBN 978-3-8228-4035-1

Links

Wikimedia Foundation. 2010.

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