The Complete Graphic Designer

The Complete Graphic Designer

14

Visual communication combines speech, written lan-

guage, and imagery into messages that are aesthetically

pleasing, connect with the audience on intellectual

and emotional levels, and provide them with pertinent

information. When properly executed, graphic design

identifi es, informs, instructs, interprets, and even per-

suades viewers to do something. It is important that the

sender of a message and the receiver speak the same

visual language—in this manner, the designer acts as

the interpreter and translator of messages. Reducing the

amount of information that is visually portrayed creates

a more concise and clutter-free design—the goal for all

forms of communication.

Graphic Design Is

Visual Communication

For effective visual communication

to occur there must be a sender of

a message, typically a client, and a

receiver, such as the target audience.

The designer encodes visual messages

by translating the needs of the sender

into images and content that connect

with the receiver.

Graphic

Designer

Sender Encoder Receiver

Business or

Organization

Target

Audience

Business Goals

or Objectives

Visual

Message

Although sometimes incorrectly

considered to be the fi rst known ex-

amples of art, cave and rock painting

were actually methods used by early

civilizations to communicate with

one another.

TB

Provision-Complete Graphic Designer

CD109-59/3184

1st

proof

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Design for Communication

1515

“

To design is to create order and to

function according to a plan.

”

—Sara Little Turnbull,

Stanford University Graduate School of Business

Design instructs viewers by making complicated

processes easy to understand. Illustrative diagrams

and detailed photography indicate the steps involved

in assembling items, while clear and concise content

reinforces the visual message.

Design: Satellite Design

Design aids in navigation. For its next-generation

global positioning satellite (GPS) products, Gar-

min’s technical engineers consulted with in-house

graphic designers to develop a new, easier to use

on-screen interface utilizing three-dimensional

views of streets and less cluttered screens.

Design: Garmin International

15

When executed poorly, design can create mass

confusion. The infamous “butterfl y ballot”

designed by the Florida Elections offi ce (instead

of a graphic designer) may have inadvertently

led people to vote for the wrong candidate. Not

only is the layout of the information confusing

at fi rst glance, the text is set in all caps and is

diffi cult to read.

TB

Provision-Complete Graphic Designer

CD109-59/3184

1st

proof

CGD p001-037_Text file_.indd 15CGD p001-037_Text file_.indd 15 1/19/09 5:59:29 PM1/19/09 5:59:29 PM