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Objectives

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Be aware of the employment opportunities for visual communication professional. ... Photographers, illustrators, copywriters, and art directors. Specialists ... – PowerPoint PPT presentation

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Title: Objectives


1
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2
Objectives
  • Define graphic design
  • Become familiar with the major areas of
    specialization

3
Definitions
  • Graphic design can be thought of as a visual
    language that is used to convey a message to an
    audience.
  • A graphic design is a visual representation of an
    idea that relies on the creation, selection, and
    organization of visual elements to create an
    effective communication.
  • A graphic design solution can
  • persuade
  • inform
  • identify
  • motivate
  • enhance
  • organize
  • brand
  • rouse
  • locate
  • engage
  • carry/convey many levels of meaning

4
The Graphic Design Profession
  • The graphic design profession is an expert
    creative discipline that focuses on visual/verbal
    communication and meaning.

5
Specialized Areas
  • Advertising
  • Involves generating and creating specific
    visual/verbal messages constructed to inform,
    persuade, promote, provoke, or motivate people on
    behalf of a brand or group
  • group represents both commercial industry and
    social cause (non-profit) organizations)

LOGANS ADVERTISEMENTS KINETIC, SINGAPORE
6
Specialized Areas
  • Branding
  • The entire development process of creating a
    brand, brand name, and a brand identity
  • Can entail developing an entire brand experience
  • comprehensive strategic, unified, integrated,
    creative program for a brand including every
    graphic design and advertising application for
    that brand with an eye and mind on how consumers
    and individuals experience the brand or group as
    each interacts with it

TAUBMAN BRANDING CARBONE SMOLAN AGENCY, NEW YORK
7
Specialized Areas
  • Identity design
  • Involves the creation of a systematic visual and
    verbal program intended to establish a consistent
    visual appearancea coordinated overarching
    identity and spirit or image for a brand or
    group
  • Also called corporate identity, brand identity,
    and corporate design

8
Specialized Areas
  • Corporate communication
  • Involves any visual communication applications
    that communicate internally with employees,
    create materials for a sales force or other
    employees, as well as applications used by a
    corporation or organization to communicate
    externally with other businesses, the public and
    stockholders, and customers
  • Emphasis is on maintaining a consistent corporate
    voice throughout any and all applications

9
Specialized Areas
  • Environmental design
  • Solves problems about information or identity
    communication in constructed or natural
    environments, defining and marking interior and
    exterior commercial, cultural, residential, and
    natural environments

W. L. GORE EXHIBITION CARBONE SMOLAN AGENCY, NEW
YORK
10
Specialized Areas
  • Information design
  • highly specialized area of design
  • involves making large amounts of complex
    information clear and accessible to audiences of
    one to several hundred thousand

11
Specialized Areas
  • Interactive or Experience Design
  • graphic design and advertising for screen-based
    media, including web, mobile, widget, kiosks,
    digital out-of-home, CDs, or DVDs, in which the
    user interacts with the application

THE DESIGN CENTER at KEAN UNIVERSITY
WEBSITE LAVA DOME CREATIVE, BOUND BROOK, NEW
JERSEY
12
Specialized Areas
  • Motion Graphics
  • screen-based visual communication moving
    (sequentially) in duration, including film title
    design, TV graphics design, openers, e-mail
    videos, mobile motion graphics, motion for
    video-sharing platforms, and promotional motion
    presentations for any screen

13
Specialized Areas
  • Package Design
  • involves the complete strategic planning and
    designing of the form, structure, and appearance
    of a products package, which functions as
    casing, promotes a brand, presents information,
    and becomes a brand experience

OLIVE GREEN DOG COOKIE PACKAGING MODERN DOG
DESIGN CO., SEATTLE
14
Specialized Areas
  • Promotional design
  • Design intended to introduce, sell, or promote
    brands (products and services), ideas, or events
    and to introduce or promote groups and social
    causes
  • Sometimes overlaps with advertising, in
    definition and purpose

HONENS POSTERS WAX, CALGARY, ALBERTA
15
Specialized Areas
  • Publication design
  • Involves the design of editorial content
  • Also called editorial design.
  • The publication designer makes content
    accessible, interprets the contents intention to
    clearly communicate, enhances the readers
    experience, and establishes a voice,
    character/spirit, and format for the publication.
  • Typographic Design
  • Highly specialized area of graphic design
    focusing on the creation and design of fonts,
    type treatments, and the drawing of letterforms
    by hand (as opposed to type generated on a
    computer)

16
Applications within Specialized Areas
  • Advertising
  • Print ads, television commercials, unconventional
    formats, banner ads, web sites, webisodes, web
    films, product placement, viral marketing, direct
    mail, branded entertainment, product placement
  • Branding
  • Brand naming, brand conception, brand identity,
    brand revitalization, brand launch, brand
    relaunch, brand environments, global branding,
    corporate branding, social cause branding, brand
    strategy
  • Identity Design
  • Logos, visual identity, corporate identity,
    branding

17
Applications within Specialized Areas
  • Corporate Communication
  • Annual reports, brochures, sales kits, marketing
    collateral, corporate publications,
    business-to-business applications, corporate
    websites and intranet, and new product offerings
    applications
  • Information Design
  • Charts, graphs, pictograms, signs, symbol signs,
    icons, web sites, sign systems
  • Environmental Design
  • Architectural interiors, interplan exhibit
    environmental graphics, exhibits, environmental
    wayfinding (system of integrated signs)

18
Applications within Specialized Areas
  • Interactive or Experience Design
  • Websites, widgets, social networking, video
    sharing, photo sharing, blogs, vlogs, games and
    other entertainment, and mobile applications
  • Motion Graphics
  • Film title design, TV graphics design, openers,
    e-mail videos, mobile motion graphics, motion for
    video-sharing platforms, and promotional motion
    presentations for any screen
  • Package Design
  • Structural packaging, packaging and visual
    identity systems, packaging graphics, new brand
    development, and self-promotion, with
    applications ranging from consumer packaged goods
    to CDs to shopping bags and more

19
Applications within Specialized Areas
  • Promotional design
  • CD covers, book covers and jackets, posters,
    packaging, web sites, web banners, motion
    graphics (film title design, TV graphics design,
    openers, promotional motion presentations),
    multimedia promotions, giveaways, merchandise
    catalogs, direct mail, invitations,
    announcements
  • Publication Design
  • Book design, magazine design, newspaper design,
    newsletters, booklets
  • Typographic Design
  • Custom and proprietary font design for digital
    type foundry, hand lettering, custom typography

20
Mass Media
  • For many visual communications categories,
    different media can be employed.
  • Print, digital, broadcast, unconventional, or film

21
The Nature and Impact ofVisual Communications
  • Produced in multiples, graphic design is created
    for a specific audience.
  • In graphic design, a message is intentionally
    designed, transmitted, and then received by
    viewers.

22
Employment in theVisual Communication Field
  • The main places of employment for a visual
    communication professional are
  • Design studios
  • Branding firms
  • Publishers
  • Digital / Interactive agencies
  • Guerrilla / Unconventional marketing firms
  • Advertising agencies
  • Integrated communication firms
  • Marketing companies
  • Organizations with in-house design departments
  • Freelance and self-employed designers

23
Collaboration
  • From developing a strategy to negotiating a fee
    to choosing a printer, the client and graphic
    designer collaborate.
  • A graphic designer also works with other visual
    communications professionals
  • Creative directors
  • Design directors
  • Associate creative directors
  • Production experts
  • Photographers, illustrators, copywriters, and art
    directors
  • Specialists
  • (interactive / type/lettering / architects / film
    directors / producers / casting directors /
    talent (actors, musicians, and models) / music
    houses / IT professionals / psychologists /
    social anthropologists/market researchers)
  • Printers and printers sales representatives

24
Design Matters
  • Paula Scher, Pentagram
  • The visual communications profession helps to
    drive the economy, provide information to the
    public, and promote research and development of
    goods and services.

25
Ethics in Visual Communications
  • Each individual designer is responsible to
    discover ethical ways to practice.
  • Any design problem can be solved in a great
    number of ways and each solution has different
    economic and social benefits and consequences.

BUZZED DRIVING IS DRUNK DRIVINGU.S. DEPARTMENT
OF TRANSPORTATION / NATIONAL HIGHWAY TRAFFIC
SAFETY ADMINISTRATION (SPONSOR) MULLEN
(VOLUNTEER AGENCY)
26
Summary
  • Graphic design and advertising both play a key
    role in the appearance of almost all print, film,
    and screen-based media, forming societys popular
    visual landscape.
  • Graphic designers and advertising art directors
    are the creative professionals who, through
    ethical practice, use constructed visual
    communication to convey messages and information
    to an audience.
  • Visual communication can persuade, inform,
    identify, motivate, enhance, organize, brand,
    rouse, locate, engage, and carry or convey many
    levels of meaning.

27
Summary
  • Visual communication professionals work in a
    variety of settingsdesign studios, branding
    firms, companies, corporations and organizations
    with in-house design departments, publishers,
    interactive agencies, unconventional marketing
    firms, advertising agencies, and integrated
    communication firms, as well as in their own
    studios as freelancers. They collaborate with a
    good number of other creative professionals as
    well as with their clients.
  • Design matters Visual communication helps
    society in a great number of ways, from driving
    the economy to informing the public.
  • Visual communication professionals need to be
    well educated with a strong liberal arts
    background and excellent training in design and
    writing. They must also be conversant in ethics.
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