Will the real graphic design please stand up… Part 1
Few people actually understand what graphic design is. I’m not saying it’s rocket science, because it’s not, but that it’s often poorly understood. For example, how many people do you know who start a new career in Research with little or no experience? How about medicine? Construction? Demolition? Car repair? Zero. OK, now how many time have you heard someone say something like “I’ve decided to start my own desktop publishing company…” when you know they don’t have any experience. Personally, somewhere between fifteen and twenty.
The funny thing is that these people always think I will be understanding. I’m all for on-the-job training, it’s how I got my start, but I started at the bottom. I have a degree in art, but when I started in graphic design I knew nothing about the job of graphic design. I got trained to do my job over a period of years. I have continued to get training since then through my employers and on my own. I own several computers and thousands of dollars worth of software that I use to improve my skills and increase my knowledge of my field. (That’s only for home, not what I use for work.) Now why would someone with a Wal-Mart computer and Microsoft Word think I would be sympathetic to them starting a design company? They think I would be sympathetic because they think they can do my job. They don’t even know what my job is. Here’s a clue.
Graphic design is the applied art of selecting, creating and arranging marks on a surface to communicate a message. These marks may be letterforms (Typography) or of other media such as drawing or photography.
It encompasses the creative work done in many media, such as print, digital media, motion pictures, animation, product design, packaging, and information signs. Graphic design as a practice can be traced back to the origin of the written word, but only in the late 19th century did it become identified as a separate discipline.
Notice specifically what I marked in bold above. “Communicate a message“, and “19th century“. Graphic Design is about communication, and it predates computers. Despite any sarcastic comments I make about poor computers and poor software, graphic design isn’t about computers at all. It’s about communication. When I was in college no computers were used in the graphic design classes. None. It was only as I was starting to work in the field that they were becoming more prevalent in the workplace.
In it’s classic sense, graphic design is about arranging elements in a way best suited to communicating a message. These days a computer is usually used to do the work, but it’s just a tool like any other. Like any tool it doesn’t give the user the knowledge of how to best use it. The right software won’t make someone a designer, it allows someone who is a designer to do their job easier. You have to be careful not let the tool limit your design. Years ago I read an article about PhotoShop wizard Jeff Schewe. He was asked to supply an image of a melted phone for an advertisement. The elegance of his solution stuck with me.
The final image was so convincing that the director asked how he did it. He answered that he had merely placed the telephone in the oven and melted it.
“In this day and age, with so much technology at our hands, sometimes the easiest way to do something is to just do it for real,†Schewe said. “You see people beating their heads against a brick wall trying to do something on the computer, when it would have been easier just to photograph it on film.
All our tools are just that, tools. They don’t replace knowledge, skill, or experience. A designer’s tools are one of the things least understood by our clients. There seems to be two schools of thought on the subject. One is that we use office software, but know it really really well. (Sorry to burst your bubble, I use little in the way of Microsoft products and given the choice I’d use none.) The second school is that designers use special software that magically does our work for us. (Close, but misleading) We use software that gives us much more control over the final product than office software. It is unfortunately not magic and doesn’t do the job without us. I personally spend hours every week doing mind numbingly boring things like proofreading text. I’d be happy to pass this job on to some “magic software”, but doing it by hand is the only way to make sure it’s right. Spell-check software can only take you so far. To communicate clearly, I have to make sure the right words are used as well as spelled correctly. Communication is as I’ve mentioned, the job. I spend more time on any given day making sure the writing is correct, concise, and clearly presented than anything else. Fancy layouts, dramatic designs, and graphics are great, but if the communication of information suffers because of the design, then I’ve failed.
“Graphic design is the applied art of selecting, creating and arranging marks on a surface to communicate a message.” Nothing more, but nothing less either.


