Job No:01077 Title:The fundamentals og Graphic Design
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Job No:01077 Title:The fundamentals og Graphic Design
1ST
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Chapter 1
Graphic design as a discipline
Graphic design takes ideas, concepts, text
and images and presents them in a visually engaging
form through print, electronic or other media.
It imposes an order and structure to the content in
order to facilitate and ease the communication process,
while optimising the likelihood that the message
will be received and understood by the target
audience. A designer achieves this goal through
the conscious manipulation of elements; a design
may be philosophical, aesthetic, sensory, emotional
or political in nature.
10 The Fundamentals of Graphic Design Graphic design as a discipline
Areas looked at in this chapter
What is graphic design?
p12
/ What is a graphic designer?
p14
/
Group structures and working methods
p16
/ Graphic design today
p22
Think! (opposite)
This poster was designed by Leo Burnett for the Think! Copycat Parents’ Campaign for the UK Department of Transport.
The work highlights the importance of parents setting a good example for their children and is an example of design’s power
to change people’s behaviour and make them question their actions. The message is presented in a child’s handwriting and
the adult world is represented through the use of printed text. The child’s world is represented by the copying of the message
in an uncertain hand in various bright colours.
001-023 01077.qxd 8/1/08 4:03 PM Page 10
Job No:01077 Title:The fundamentals og Graphic Design
1ST
Proof Page:11
001-023 01077.qxd 8/1/08 4:03 PM Page 11
Job No:01077 Title:The fundamentals og Graphic Design
1ST
Proof Page:11
Graphic design as a discipline > Influences and creative elements 11
001-023 01077.qxd 8/1/08 4:03 PM Page 11
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