Becoming a Graphic and Digital Designer: A Guide to Careers in Design, 5th Edition

Part 1Graphic Design

What is graphic design? That question has vexed most practitioners who were compelled to answer when a parent asked, “What is it you do again?” Graphic design was once enigmatic—a specialized field that was visible and yet a mystery. Then the computer revolution of the late 1980s brought enlightenment. Apple Computer ran a TV commercial showing a pair of hands doing a pasteup. To paraphrase the voice-over: This is what a graphic designer does. With the Apple you no longer need a graphic designer. With one 30-second spot, the world was introduced to graphic design and told it was obsolete—anyone with a Macintosh could do it. That was the age of “desktop publishing,” a moment in time when it seemed that graphic design was about to be devalued. But clear heads and machines prevailed. Instead of taking over the field, the Mac became its foremost tool. What's more, graphic designers became culturally significant as communicators, aestheticists, stylists, and even authors.

The world became aware that all those beautiful (and not-so-beautiful) books, book covers, posters, magazines, record covers, typefaces, signs, packages, exhibitions, trademarks, and information graphics were all components under the graphic design umbrella. Graphic design is not just about making pasteups and mechanicals or the equivalent on computer using InDesign; it is about conceptualizing, conceiving, imagining, constructing, producing, managing, and realizing an aesthetically determined ...