Some thoughts on graphic design

What is graphic design?
I'm often posed with the question "What is graphic design?" I typically struggled to conjure a solid answer that would be understood by a person not directly involved in the profession. My response was poorly formulated and unclear. Aware that an ambiguous idea equals disaster for any graphic artist, I knew that I needed to develop a solid explanation.

The question has been asked numerous times throughout graphic design's relatively short history. There is no single answer, of course, and the exact definition of graphic design is highly debated and subjective. I do think it is possible to distill a few points that everyone can agree on. Here, I'll discuss some ideas and pose answers that suit my personal outlook.

I hope that my musings can be of use to the design professional, student and casually interested reader alike. This is also the foundation for future posts, where I'll delve into practical ways to implement some of the ideas outlined here.  

More than making things pretty
The essence of graphic design is problem solving. Designers can act as interpreters and sources of inspiration, leading clients and the public forward to new ways of seeing. We play politician and diplomat, working to get large groups of people with different agendas to come to a consensus. For some, we can be a trusted confidant and shoulder to cry on.

As a designer, the ability to listen is a critical skill. We must be able to deliver what our clients want and need, and to balance egos and agendas, all while remaining loyal to our craft, our best practices, and the direction that will get to the best solution. We need to see through the smokescreen and deliver the best work advice to our client, as dictated by their unique problem. We do this regardless of what we think they need, or what they think they need. We look deeper, and listen to the problem. We let the problem itself reveal to us what the design needs. The best designers tell the truth, even when it hurts.

 

Designers can step in with their imagination and critical thinking skills, and help push ideas further along the path of innovation.

 

Changing perceptions
When we say we graphic design, what we really mean is communication—primarily visual communication. However, as times change, designers are often called to bring more than their aesthetic skills to the table. Evolving technologies and desktop publishing have all but vanquished the days of producing paste-ups, mechanicals and photo-ready work. Graphic designers offer planning and organizational skills, our resources, our creativity (made up of equal parts experience, style and opinion), and our technical expertise.

Clients themselves are more savvy and possess refined tastes, and they insist on a design team that can do more than simply make something look pretty. Because of this trend, we are afforded a unique opportunity. Designers can step in with their imagination and critical thinking skills, and help push ideas further along the path of innovation.

As we grow as a studio and become involved with larger clients and more complex works, we find ourselves working in the broader field of communication and strategy. Our strengths exist on both practical (planning, phone calls, meetings, printing and production) and theoretical levels (ethics, conceptual thought, cultural relevance, semiotics). We combine the theory and the practice, and are able to offer our clients world-class design and strategic thinking.

I think this short passage from Kathryn Best's Design Management gives great insight into the changing perceptions surrounding design. She notes:

The Saïd Business School at the University of Oxford has recently created a news Design Leadership fellowship, in recognition of design's current reach beyond conventional concepts of product design and graphic design to "embrace new understandings of organizational innovation, the design of organizations processes, the aesthetic dimensions of organizational life and the ways in which the shifting nature of design impacts on the strategic positioning and functioning of the modern organization." 

The value of good design
Good design adds value to any organization, business or service. A fine logotype can change how your company is perceived, and boost its public perception both internally and in the public eye. A well-designed and easily navigable website enhances customer experience by making it simple for them to find the information they need. Clearly organized signage in an airport or museum can streamline what might otherwise have been a taxing experience, transforming it into a journey of discovery. The design interface of ballots and voting booths are the cornerstones of a fair democratic process. In short, design is much more than the way things look. Design informs the quality of our experience, the depth of our understanding, and the identity of our institutions.

 

Design informs the quality of our experience, the depth of our understanding, and the identity of our institutions.

 

Thinking about and formulating a clear answer to the question "What is graphic design?" is very important. If you are a designer, it will give you a clear idea of what your work means, and you'll be better able to sell your services to potential clients. If you are in the market and looking to hire a designer for an upcoming project, an understanding of design will give you valuable insight for your hiring decision. You'll be able to select a design studio that understands your particular problem, and can effectively deliver solutions that are in your best interests.