Graphic Design: The visual communication through a skillful combination of text and image in advertisement, movies, magazines, books, etc
Graphic design is an involving complex industry that touches every aspect of our modern lives. The commercials on TVs, cereal boxes, and even the way they designed your vacuum to look have all been touched by a graphic designer. This is an industry that seeks to get you the consumer to buy something, and generally that is done by simple and easy to understand messages of image and text. Unlike allot of art in galleries, Graphic art wants to be easily understood by the general public and it wants to convince you the viewer to do something.
Lets look at a few of the qualities of Graphic Design.
Design is Purposeful-
The first thing that sets graphic design apart from other artistic ventures is that it always has a purpose. I graphic designer wants you to do something because you say their artwork. This is done by considering a few things
Design is Informational - All graphic design tries to convey a message to a consumer
Design uses Visual Language – Graphic Design uses text and image to convey messages.
1) Who is your audience? You won’t think of using skulls and flames to advertise baby toys would you? Nor would you use bright primary colors and small furry creatures to advertise a motorcycle. Or at least if you did you won’t be in business long.
2) What message do you want to deliver? As a graphic designer you always want to be giving information, information the viewer wants to hear. So what is that message?
3) What is the goal of your advertising? Do you want more people to use your online registration? Do you want more people to enroll in your college? Do you want less people to vote for your opponent?
.
Graphic Design uses Formalism -
Graphic design uses the elements and principles of art to create visually interesting and appealing advertisments. The focus of these elements and principles is slightly different , such as size being an element in graphic design, but essential talk about the same concept.
.
Juxtaposition of Text and Image: Graphic design uses both text and image to convey messages. The relationship of the text and image tend to create one meaning. Like in this image by Barbara Kruger. The text can either change the meaning of the image or enchance it to make the meaning clear.
If you want to play with this idea, click here
.
.
.
The Golden Mean and Graphic Design-
The golden mean is a mathematical way of producing pleasing images. Graphic designers often use the concept to help guide their compositions and create interesting designs. This concept also extends of rhythms and how many times a graphic designer will repeat something. (click on images for different links about golden mean)
Golden Mean: If you take the later numbers in the fibonacci sequence and divide them be each other you get the golden ratio, which is Phi (1.618). So a golden rectangle would have one side measuring 13 inches and another 21 inches (or something similar)
Phi: 1.618
Fibonacci: is a number sequence where each number is equal to the previous to numbers added together. The most
common form of this is…
1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89…
This number sequence is very appealing to the human eye. This is believe to be related to the fact that this number sequence is frequently found in nature.
In the following link move your cursor over the number 3, go to formal compositions (d), and then move your cursor again over the golden mean. Their should be a series of small squares on the bottom of the page (a bluish and purple in color), move your cursor over these to see how to make a golden curve.
Link
The Golden Curve: A curved created by dividing a golden rectangle into smaller and small golden rectangles by making squares, until producing two identical boxes and drawing a curve using those boxes. An example is to the right.
.
.
Rule of Thirds: In essence this is a simplified version of gestalt. You divide a paper into thirds length wise and width wise. After doing this you would arrange objects to either fit within the boxes created this way, or have the object sit on the lines themselves. An example is provided to the left.
.
.
One more advance formalism term
Gestalt: This is a term for how your mind has a tendency to complete things that are incomplete. We tend to do this more with things that are similar and more with things that are closure together. Its frequently used in graphic design to generate more interest. It can be done by simply cropping off part of an image, such as showing only a persons face in a picture, or more advanced ideas. Two of these more complex ideas are closure or continuance.
Closure: This is when the mind puts a group of similar objects together into a single entity, like when you connect the dots on a page.
Specifically its when you mind puts in missing pieces.
.
.
.
Continuance: This is the idea of once you start looking in one direction, you will continue to do so. In the example of the right you tend to read from the big circle to the little circle. Another way to see this is how your mind will want to group similar objects, and see a “direction.”
.
.
.
Take a look at this image its a classic example of gestalt. Do you see an old woman or a young one?
The young woman is looking away and is wearing a necklace. All you can see of her is her nose and eye lash.
If you saw this first, then the old woman’s nose is the young woman’s chin. The young woman’s ear is the old woman’s eye. The young woman’s necklace makes the old woman’s mouth.
If you saw the old woman first. Then the nose othe old lady makes the young one’s chin. The old woman’s mouth becomes a necklace. The old woman’s eye becomes an ear. The young woman is looking away from you.
Here is another example created by Daniel Ludvigson
.

If you look closely you can see a horse. The head isn’t all there though. You see a eye
and the bottom jaw of the horse, the strips of white missing in the face is a halter. This uses the idea of closure (putting parts together)
.
Look at the ram’s skull, this also uses closure to create interest.
.
.
.
.
.
.
.
.
.
Lets look at a graphic designer and a graphic design company.
.
Chaz Maviyane-Davies: A graphic designer who uses his career to push the boundaries of social justice. He works in Zimbabwe where his history as a second-class citizen under a historically white separatist government shapes his artwork.
Maviyane-Davies dreamed of pursing art. To achieve that dream he joined the military in order to get a passport to leave his country. Due to the fact pursing a career in art was unavailable in his homeland. After serving in the military Maviyane-Davies moved to a variety of locations, ending up in London. Here Maviyane-Davies drew creativity from the socialist images flooding into the city from the Eastern Bloc (Eastern Europe). Responding to the liberation pronouncements of Cuba, Maviyane- Davies began to see graphic design as a way to bring about change.
In 1982, he returned to Zimbabwe and after six months founded his own design agency, The Maviyane-Project. His goal was to convey the message that change needed to happen. He took local iconography (symbols) and used them to convey this message of social change.
In 2001, he fled the country after the president of Zimbabwe lost a referendum and began cracking down on public demonstrations and civic dissent.
In 2001, the Massachusetts College of Art accepted him as a professor. He says about his profession, “I tell my students that graphic design is not only what you learn in college. It’s what you learn in life. You connect your values to who you are and thereby become the visual voice of the economic and cultural sector on your own terms.” In 2009 Maviyane-Daves was awarded the honorary Doctor of Humane Letters degree.
BLT and Associates: A graphic design company that designs movie posters. (click on the name to see their homepage)
Worksheet: graphicdesign
Sideshow: The Art of Graphic Design