Modern Graphic Design: Directions and Purpose
What is graphic design?
As we mentioned in one of our previous articles about the issue, graphic design can be described as the sphere of human activity that lies on the crossroads of several directions, first of all, visual arts, communication, and psychology. Basically, graphic designers do the job of communication to others by means of graphic (visual) elements such as images of different styles and complexity, types and fonts, pictograms, shapes and sizes, colors and shades, lines and curves, etc. Graphic designer makes all those elements of visual perception transfer the message, so he makes them functional. Therefore, we could say that graphic designers are artists applying their talents mostly not in pure art but communicating and purposeful art.
Graphic design directions
Nowadays, graphic design is an incredibly broad sphere for the application of artistic talents. In particular, it includes:
identity (logo and branding) design
icons and pictograms
interface graphics and elements
big print items such as posters and billboards
Thus, it’s easily seen that modern designers in this sphere have multiple options to apply their talents. In all the mentioned directions, the basic purpose of graphic design is to serve a particular purpose or even a set of them by means and techniques of art.
This purpose, first of all, serves for branding reasons. It is primarily concerned about creating logos which usually lies the foundation for the whole branding strategy. This is the task at which designers work with multiple factors combining specific features of the target audience, laws, and rules of artistic harmony, the psychology of color and shape impact on human perception and emotions, the current situation on the market, business goals of the brand or company. Numerous logos accomplished by studio designers have proved that this symbolic image plays the crucial role in all the next stages of brand strategy, including print work (like posters, business cards, corporate documentation templates, etc.), interface design (when brand or company uses digital sources and channels of reaching their clients like blogs, websites, apps, widgets, etc.), branded items (like stationery, cups, notebooks, etc.) and other directions. The efficient logo is usually based on deep analysis supported by designer’s talent and skills and presents a balanced mixture of art and functionality. Thinking over all the details, the designer selects the type and image of a logo that will correspond to the objectives of the company or brand strategy.
This is the broadly used function of graphic design items that has found its comprehensive realization in all the spheres of users interacting with visual stuff, from advertising to book covers and cartoons, to user interfaces of all kinds, packaging, photos and tons of other things. It’s not a secret that people are not only rational but also emotional creatures, and most of us are visually driven and aesthetically engaged. Although the content and functions are the most important factors in making a product problem-solving, the old classic trend hasn’t changed: people still believe that a good dress is a card of invitation. The attractive and stylish look is traditionally highly important to make your user think about trying the product, especially in conditions of modern intense competition.