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OUTSIDE

Communication design

Sono molti anni che a livello internazionale non si parla più (solo) di Graphic Design per definire ciò che facciamo. Perchè non ci occupiamo solo di immagini, font e colori …

 

Design with a message.

→ Communication design is a message-driven design discipline that involves the structuring and presentation of verbal and visual content to enable better understanding among people.

→ Communication designers create and combine all of the necessary elements of modern messaging (concept, text, image, colour or sound) to produce static or animated layouts for print, electronic or three-dimensional applications.

→ Communication designers work across and/or specialize in many fields such as branding, marketing, advertising, packaging and publishing.

Today’s graphic designer has moved beyond graphic. The term “graphic” fails to accurately describe our profession to the business community and the public. We should consider replacing it with a more relevant, accurate description of what we do today.

→  As graphic designers, we’ve been so busy defining our client’s identities that we forgot about a far more important identity: our own. Ironically, the entire communications industry is in a state of self-inflicted confusion: marketing, advertising, corporate identity, branding, web design, new media, multimedia, interactive, packaging, graphic design. We have accumulated so many terms – old and new – that people in our own industry don’t understand what we do, yet alone our clients. Many of these titles have become obsolete – especially “graphic design”.

→ “Design” once replaced the term “art”. The term “design” communicated that the work we did was more than artistic. Now it is time to replace “graphic”. A term like “communication” may be best as it deals with all of the communication elements that today’s professional must work with: concepts, words, type, color, sound, animation and, of course, graphics. It also suggests that we help clients communicate in many mediums – not just print but also digitally and 3-dimensionally.

→ The term “graphic” limits the advancement of our industry. Graphics refer to pictures and images – not strategies, concepts, words, sound, or animation. With the digital revolution, graphic design has truly moved beyond graphics. Today’s graphic designer has outgrown the job title. Some have tried to combat this by dropping the descriptor and calling themselves “designers”. However, this is a vague term that confuses people and bundles us with other types of designers (interior, industrial, fashion etc.).

→ “Communication” conveys that the work we do is functional and not just decorative. A “communication designer” must not only be creative, but strategic as well. Our work must deliver a message, not just a “look and feel”. We can work visually and verbally in all media because our talent is communication, not technology.