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org/wiki/Graphic_design

Graphic design
Graphic design is the process of visual communication and problem-
solving through the use of typography, photography and illustration.
The field is considered a subset of visual communication and
communication design, but sometimes the term "graphic design" is
used synonymously. Graphic designers create and combine symbols,
images and text to form visual representations of ideas and messages.
They use typography, visual arts and page layout techniques to create
visual compositions. Common uses of graphic design include corporate
design (logos and branding), editorial design (magazines, newspapers
and books), wayfinding or environmental design, advertising, web
design, communication design, product packaging and signage.
Graphic symbols are often
functionalist and anonymous,[1] as
these pictographs from the US
Contents National Park Service illustrate.

History
The advent of printing
Design industry
Twentieth century design

Applications
Skills
Typography
Page layout
Printmaking

Tools
Computers and software

Related design fields

Interface design
User experience design
Experiential graphic design

Occupations
Crowdsourcing in graphic design

See also
Related areas
Related topics
References
Bibliography
External links

History
The term graphic design was coined by William Addison Dwiggins in 1922.[2] However, the origins of graphic

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design can be traced from the origins of human existence, from the
caves of Lascaux, to Rome's Trajan's Column to the illuminated
manuscripts of the Middle Ages, to the neon lights of Ginza, Tokyo. In
"Babylon, artisans pressed cuneiform inscriptions into clay bricks or
tablets which were used for construction. The bricks gave information
such as the name of the reigning monarch, the builder, or some other
dignitary".[3] This was the first known road sign announcing the name
of the governor of a state or mayor of the city. The Egyptians developed
communication by hieroglyphics that used picture symbols dating as far
back as 136 B.C. found on the Rosetta Stone. "The Rosetta stone, found
by one of Napoleon's engineers was an advertisement for the Egyptian
ruler, Ptolemy as the "true Son of the Sun, the Father of the Moon, and
the Keeper of the Happiness of Men"" [3] The Egyptians also invented
papyrus, paper made from reeds found along the Nile, on which they
transcribed advertisements more common among their people at the
time. During the "Dark Ages", from 500 AD to 1450 AD, monks created
elaborate, illustrated manuscripts.
Page from the Book of Kells: Folio
In both its lengthy history and in the relatively recent explosion of
114v, Decorated text. Tunc dicit illis
visual communication in the 20th and 21st centuries, the distinction
between advertising, art, graphic design and fine art has disappeared.
They share many elements, theories, principles, practices, languages and sometimes the same benefactor or client.
In advertising, the ultimate objective is the sale of goods and services. In graphic design, "the essence is to give
order to information, form to ideas, expression, and feeling to artifacts that document human experience."[4]

Graphic design in the United States began with Benjamin Franklin who used his newspaper The Pennsylvania
Gazette, to master the art of publicity to promote his own books and to influence the masses. "Benjamin Franklin's
ingenuity gained in strength as did his cunning and in 1737 he had replaced his counterpart in Pennsylvania,
Andrew Bradford as postmaster and printer after a competition he instituted and won. He showed his prowess by
running an ad in his General Magazine and the Historical Chronicle of British Plantations in America (the
precursor to the Saturday Evening Post) that stressed the benefits offered by a stove he invented, named the
Pennsylvania Fireplace. His invention is still sold today and is known as the Franklin stove. "[5]

American advertising initially imitated British newspapers and magazines. Advertisements were printed in
scrambled type and uneven lines that made it difficult to read. Franklin better organized this by adding 14-point
type for the first line of the advertisement; although later shortened and centered it, making "headlines". Franklin
added illustrations, something that London printers had not attempted. Franklin was the first to utilize logos,
which were early symbols that announced such services as opticians by displaying golden spectacles. Franklin
taught advertisers that the use of detail was important in marketing their products. Some advertisements ran for
10-20 lines, including color, names, varieties, and sizes of the goods that were offered.

The advent of printing

During the Tang Dynasty (618–907) wood blocks were cut to print on textiles and later to reproduce Buddhist
texts. A Buddhist scripture printed in 868 is the earliest known printed book. Beginning in the 11th century, longer
scrolls and books were produced using movable type printing, making books widely available during the Song
dynasty (960–1279).[6]

During the 17th-18th century movable type was used for handbills or trade cards which were printed from wood or

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copper engravings. These documents announced a business and its location. English painter William Hogarth used
his skill in engraving was one of the first to design for business trade.

In Mainz Germany, in 1448, Johann Gutenberg introduced movable type using a new metal alloy for use in a
printing press and opened a new era of commerce. This made graphics more readily available since mass printing
dropped the price of printing material significantly. Previously, most advertising was word of mouth. In France and
England, for example, criers announced products for sale just as ancient Romans had done.

The printing press made books more widely available. Aldus Manutius developed the book structure that became
the foundation of western publication design. This era of graphic design is called Humanist or Old Style.
Additionally, William Caxton, England's first printer produced religious books, but had trouble selling them. He
discovered the use of leftover pages and used them to announce the books and post them on church doors. This
practice was termed "squis" or "pin up" posters, in approximately 1612, becoming the first form of print advertising
in Europe. The term Siquis came from the Roman era when public notices were posted stating "if anybody...",
which is Latin for "si quis". These printed announcements were followed by later public registers of wants called
want ads and in some areas such as the first periodical in Paris advertising was termed "advices". The "Advices"
were what we know today as want ad media or advice columns.

In 1638 Harvard University received a printing press from England. More than 52 years passed before London
bookseller Benjamin Harris received another printing press in Boston. Harris published a newspaper in serial
form, 'Publick Occurrences Both Foreign and Domestick'. It was four pages long and suppressed by the
government after its first edition.

John Campbell is credited for the first newspaper, the 'Boston News-Letter', which appeared in 1704. The paper
was known during the revolution as "Weeklies". The name came from the 13 hours required for the ink to dry on
each side of the paper. 'The solution was to first, print the ads and then to print the news on the other side the day
before publication. The paper was four pages long having ads on at least 20%-30% of the total paper, (pages one
and four) the hot news was located on the inside.[5] The initial use of the Boston News-Letter carried
Campbell's own solicitations for advertising from his readers. Campbell's first paid
advertisement was in his third edition, May 7 or 8th, 1704. Two of the first ads were for stolen
anvils. The third was for real estate in Oyster Bay, owned by William Bradford, a pioneer printer
in New York, and the first to sell something of value. Bradford published his first newspaper in
1725, New York's first, the New-York Gazette. Bradford's son preceded him in Philadelphia
publishing the American Weekly Mercury, 1719. The Mercury and William Brooker's
Massachusetts Gazette, first published a day earlier.

Design industry
In late 19th-century Europe, especially in the United Kingdom, the first official publication of a printed design was
released, marking the separation of graphic design from fine art.

In 1849, Henry Cole became one of the major forces in design education in Great Britain, informing the
government of the importance of design in his Journal of Design and Manufactures. He organized the Great
Exhibition as a celebration of modern industrial technology and Victorian design.

From 1891 to 1896, William Morris' Kelmscott Press published some of the most significant of the graphic design
products of the Arts and Crafts movement, and made a lucrative business of creating and selling stylish books.
Morris created a market for works of graphic design in their own right and a profession for this new type of art. The
Kelmscott Press is characterized by an obsession with historical styles. This historicism was the first significant
reaction to the state of nineteenth-century graphic design. Morris' work, along with the rest of the Private Press

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movement, directly influenced Art Nouveau.[7]

Twentieth century design

The term "graphic design" first appeared in print in the 1922 essay
"New Kind of Printing Calls for New Design" by William Addison
Dwiggins, an American book designer in the early 20th century.[8]
Raffe's Graphic Design, published in 1927, was the first book to use
"Graphic Design" in its title.[9]

The signage in the London Underground is a classic design example[10]

of the modern era and used a typeface designed by Edward Johnston in
A Boeing 747 aircraft with livery
1916.
designating it as Air Force One. The
cyan forms, the US flag, presidential
In the 1920s, Soviet constructivism applied 'intellectual production' in
seal and the Caslon lettering, were
different spheres of production. The movement saw individualistic art
all designed at different times, by
as useless in revolutionary Russia and thus moved towards creating different designers, for different
objects for utilitarian purposes. They designed buildings, theater sets, purposes, and combined by
posters, fabrics, clothing, furniture, logos, menus, etc. designer Raymond Loewy in this
one single aircraft exterior design.
Jan Tschichold codified the principles of modern typography in his
1928 book, New Typography.[11] He later repudiated the philosophy he
espoused in this book as fascistic, but it remained influential. Tschichold, Bauhaus typographers such as Herbert
Bayer and László Moholy-Nagy and El Lissitzky greatly influenced graphic design. They pioneered production
techniques and stylistic devices used throughout the twentieth century. The following years saw graphic design in
the modern style gain widespread acceptance and application.[12] The post-World War II American economy
revealed a greater need for graphic design, mainly in advertising and packaging. The spread of the German
Bauhaus school of design to Chicago in 1937 brought a "mass-produced" minimalism to America; sparking
"modern" architecture and design. Notable names in mid-century modern design include Adrian Frutiger, designer
of the typefaces Univers and Frutiger; Paul Rand, who took the principles of the Bauhaus and applied them to
popular advertising and logo design, helping to create a uniquely American approach to European minimalism
while becoming one of the principal pioneers of the subset of graphic design known as corporate identity; Alex
Steinweiss, credited with the invention of the album cover; and Josef Müller-Brockmann, who designed posters in
a severe yet accessible manner typical of the 1950s and 1970s era.

The professional graphic design industry grew in parallel with consumerism. This raised concerns and criticisms,
notably from within the graphic design community with the First Things First manifesto. First launched by Ken
Garland in 1964, it was re-published as the First Things First 2000 manifesto in 1999 in the magazine Emigre
51[13] stating "We propose a reversal of priorities in favor of more useful, lasting and democratic forms of
communication - a mindshift away from product marketing and toward the exploration and production of a new
kind of meaning. The scope of debate is shrinking; it must expand. Consumerism is running uncontested; it must
be challenged by other perspectives expressed, in part, through the visual languages and resources of design."[14]
Both editions attracted signatures from practitioners and thinkers such as Rudy VanderLans, Erik Spiekermann,
Ellen Lupton and Rick Poynor. The 2000 manifesto was also published in Adbusters, known for its strong critiques
of visual culture.

Applications
Graphic design is applied to everything visual, from road signs to technical schematics, from interoffice

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memorandums to reference manuals.

Design can aid in selling a product or idea. It is applied to products and

elements of company identity such as logos, colors, packaging and text
as part of branding (see also advertising). Branding has become
increasingly more important in the range of services offered by graphic
designers. Graphic designers often form part of a branding team.

Graphic design is applied in the entertainment industry in decoration,

scenery and visual story telling. Other examples of design for
entertainment purposes include novels, vinyl album covers, comic
books, DVD covers, opening credits and closing credits in filmmaking,
and programs and props on stage. This could also include artwork used
for T-shirts and other items screenprinted for sale. Colour

From scientific journals to news reporting, the presentation of opinion

and facts is often improved with graphics and thoughtful compositions of visual information - known as
information design. Newspapers, magazines, blogs, television and film documentaries may use graphic design.
With the advent of the web, information designers with experience in interactive tools are increasingly used to
illustrate the background to news stories. Information design can include data visualization, which involves using
programs to interpret and form data into a visually compelling presentation, and can be tied in with information
graphics.

Skills
A graphic design project may involve the stylization and presentation of existing text and either preexisting
imagery or images developed by the graphic designer. Elements can be incorporated in both traditional and digital
form, which involves the use of visual arts, typography, and page layout techniques. Graphic designers organize
pages and optionally add graphic elements. Graphic designers can commission photographers or illustrators to
create original pieces. Designers use digital tools, often referred to as interactive design, or multimedia design.
Designers need communication skills to convince an audience and sell their designs.

The "process school" is concerned with communication; it highlights the channels and media through which
messages are transmitted and by which senders and receivers encode and decode these message. The semiotic
school treats a message as a construction of signs which through interaction with receivers, produces meaning;
communication as an agent.

Typography
Typography includes type design, modifying type glyphs and arranging type. Type glyphs (characters) are created
and modified using illustration techniques. Type arrangement is the selection of typefaces, point size, tracking (the
space between all characters used), kerning (the space between two specific characters) and leading (line spacing).

Typography is performed by typesetters, compositors, typographers, graphic artists, art directors and clerical
workers. Until the digital age, typography was a specialized occupation. Certain fonts communicate or resemble
stereotypical notions. For example 1942 Report is a font which types text akin to a typewriter or a vintage
report.[15]

Page layout

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Page layout deals with the arrangement of elements (content) on a

page, such as image placement, text layout and style. Page design has
always been a consideration in printed material and more recently
extended to displays such as web pages. Elements typically consist of
type (text), images (pictures), and (with print media) occasionally
place-holder graphics such as a dieline for elements that are not printed
with ink such as die/laser cutting, foil stamping or blind embossing.

Printmaking Golden section in book design

Printmaking is the process of making artworks by printing on paper
and other materials or surfaces. The process is capable of producing
multiples of the same work, each called a print. Each print is an original, technically known as an impression.
Prints are created from a single original surface, technically a matrix. Common types of matrices include: plates of
metal, usually copper or zinc for engraving or etching; stone, used for lithography; blocks of wood for woodcuts,
linoleum for linocuts and fabric plates for screen-printing. Works printed from a single plate create an edition, in
modern times usually each signed and numbered to form a limited edition. Prints may be published in book form,
as artist's books. A single print could be the product of one or multiple techniques.

Aside from technology, graphic design requires judgment and

creativity. Critical, observational, quantitative and analytic thinking are
required for design layouts and rendering. If the executor is merely
following a solution (e.g. sketch, script or instructions) provided by
another designer (such as an art director), then the executor is not
usually considered the designer.

Tools The pencil is one of the most basic

graphic design tools.
The method of presentation (e.g. Arrangements, style, medium) is
important to the design. The development and presentation tools can
change how an audience perceives a project. The image or layout is produced using traditional media and guides,
or digital image editing tools on computers. Tools in computer graphics often take on traditional names such as
"scissors" or "pen". Some graphic design tools such as a grid are used in both traditional and digital form.

In the mid-1980s desktop publishing and graphic art software applications introduced computer image
manipulation and creation capabilities that had previously been manually executed. Computers enabled designers
to instantly see the effects of layout or typographic changes, and to simulate the effects of traditional media.
Traditional tools such as pencils can be useful even when computers are used for finalization; a designer or art
director may sketch numerous concepts as part of the creative process.[16] Styluses can be used with tablet
computers to capture hand drawings digitally.[17]

Computers and software

Designers disagree whether computers enhance the creative process.[18] Some designers argue that computers
allow them to explore multiple ideas quickly and in more detail than can be achieved by hand-rendering or paste-
up.[19] While other designers find the limitless choices from digital design can lead to paralysis or endless iterations
with no clear outcome.

Most designers use a hybrid process that combines traditional and computer-based technologies. First, hand-

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rendered layouts are used to get approval to execute an idea, then the polished visual product is produced on a
computer.

Graphic designers are expected to be proficient in software programs for image-making, typography and layout.
Nearly all of the popular and "industry standard" software programs used by graphic designers since the early
1990s are products of Adobe Systems Incorporated. Adobe Photoshop (a raster-based program for photo editing)
and Adobe Illustrator (a vector-based program for drawing) are often used in the final stage. Designers often use
pre-designed raster images and vector graphics in their work from online design databases. Raster images may be
edited in Adobe Photoshop, logos and illustrations in Adobe Illustrator, and the final product assembled in one of
the major page layout programs, such as Adobe InDesign, Serif PagePlus and QuarkXpress. Powerful open-source
programs (which are free) are also used by both professionals and casual users for graphic design. These include
Inkscape (for vector graphics), GIMP (for photo-editing and image manipulation), Krita (for painting) and Scribus
(for page layout).

Related design fields

Interface design
Since the advent of personal computers, many graphic designers have become involved in interface design, in an
environment commonly referred to as a Graphical User Interface (GUI). This has included web design and
software design, when end user interactivity is a design consideration of the layout or interface. Combining visual
communication skills with an understanding of user interaction and online branding, graphic designers often work
with software developers and web developers to create the look and feel of a web site or software application. An
important aspect of interface design is icon design.

User experience design

User experience design is the study, analysis, and development of a person's interaction with a company or its
products.

Experiential graphic design

Experiential graphic design is the application of communication skills to the built environment. This area of
graphic design requires practitioners to understand physical installations that have to be manufactured and
withstand the same environmental conditions as buildings. As such, it is a cross-disciplinary collaborative process
involving designers, fabricators, city planners, architects, manufacturers and construction teams.

Experiential graphic designers try to solve problems that people encounter while interacting with buildings and
space. Examples of practice areas for environmental graphic designers are wayfinding, placemaking, branded
environments, exhibitions and museum displays, public installations and digital environments.

Occupations
Graphic design career paths cover all parts of the creative spectrum and often overlap. Workers perform
specialized tasks, such as design services, publishing, advertising and public relations. As of 2017, median pay was
$48,700 per year.[20] The main job titles within the industry are often country specific. They can include graphic
designer, art director, creative director, animator and entry level production artist. Depending on the industry
served, the responsibilities may have different titles such as "DTP Associate" or "Graphic Artist". The

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responsibilities may involve specialized skills such as illustration, photography, animation or interactive design.

Employment in design of online projects was expected to increase by 35% by 2026, while employment in
traditional media, such as newspaper and book design, expect to go down by 22%. Graphic designers will be
expected to constantly learn new techniques, programs, and methods.[21]

Graphic designers can work within companies devoted specifically to the industry, such as design consultancies or
branding agencies, others may work within publishing, marketing or other communications companies. Especially
since the introduction of personal computers, many graphic designers work as in-house designers in non-design
oriented organizations. Graphic designers may also work freelance, working on their own terms, prices, ideas, etc.

A graphic designer typically reports to the art director, creative director or senior media creative. As a designer
becomes more senior, they spend less time designing and more time leading and directing other designers on
broader creative activities, such as brand development and corporate identity development. They are often
expected to interact more directly with clients, for example taking and interpreting briefs.

Crowdsourcing in graphic design

Jeff Howe of Wired Magazine first used the term "crowdsourcing" in his 2006 article, "The Rise of
Crowdsourcing."[22][23] It spans such creative domains as graphic design, architecture, apparel design, writing,
illustration etc. Tasks may be assigned to individuals or a group and may be categorized as convergent or divergent.
An example of a divergent task is generating alternative designs for a poster. An example of a convergent task is
selecting one poster design.

See also

Related areas
Concept art New media
Copywriting Technical illustration
Digital illustration Technical writing
Illustration User Experience Design
Information technology User Interface Design
Instructional design Visual communication
Landscape architecture Communication design
Marketing communications Visual culture
Motion graphic design

Related topics
Aesthetics List of notable graphic designers
Color theory Logotype
Design principles and elements Material culture
European Design Award Style guide
"First Things First 2000" Value
Infographic Visualization (computer graphics)
List of graphic design institutions International Typographic Style

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22. Howe, Jeff. "The Rise of Crowdsourcing" (https://www.wired.com/wired/archive/14.06/crowds.html?pg=4&
topic=crowds&topic_set=). WIRED Magazine. Archived (https://web.archive.org/web/20140209044356/http:
//www.wired.com/wired/archive/14.06/crowds.html?pg=4&topic=crowds&topic_set=) from the original on 9
February 2014. Retrieved 24 October 2013.
23. Gilmour, Julia. "The Long History of Crowdsourcing – and Why You're Just Now Hearing About It"
(http://www.crowdsource.com/blog/2013/08/the-long-history-of-crowdsourcing-and-why-youre-just-now-
hearing-about-it/). Crowdsource.com. Archived (https://web.archive.org/web/20140829172727/http:
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Bibliography
Fiell, Charlotte and Fiell, Peter (editors). Contemporary Graphic Design. Taschen Publishers, 2008.
ISBN 978-3-8228-5269-9
Wiedemann, Julius and Taborda, Felipe (editors). Latin-American Graphic Design. Taschen Publishers, 2008.
ISBN 978-3-8228-4035-1

External links
Media related to Graphic design at Wikimedia Commons
The Universal Arts of Graphic Design (http://video.pbs.org/video/2311391293) – Documentary produced by Off
Book
Graphic Designers (http://www.bls.gov/ooh/Arts-and-Design/Graphic-designers.htm), entry in the Occupational
Outlook Handbook of the Bureau of Labor Statistics of the United States Department of Labor

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