Mapping The Evolution Of Graphic Design With Change In Technology Trends

Background

Not many of us would be akin to the fact that the term ‘graphic design’ was coined by the Egyptians back in the early 17th century, through old cave paintings, alluding it to be an age-old craft rather than a contemporary art form However, the recent version of this craft got its prominence through the print industry wherein for the first time world witnessed graphics in the form of logos, images, colours and typography.

With time, the term further accommodated other aspects of this visual art form that encapsulates concepts like aesthetics, user experience, image locations and human-centred fonts. Despite all of them sharing a common origin and starting point i.e. ‘graphics’, each aspect serves an altogether different purpose given the nature of engagement one expects from the end-user; as well as the choice of the medium where visual elements are to be published.

So, this article aims to cover the varied turning points in the timeline of the graphic designing discipline which led to the branching out of other parallel sub-disciplines in contemporary times. We’ll explore in the subsequent sections how these disciplines opened the gateway to novel job opportunities.

Introduction

The term ‘graphic design’ broadly refers to an overarching discipline that focuses on visual communication and its presentation through several artistic means. This may include symbols, images, and colours to create a visual representation of the ideas and disseminating them.

The very first crossover of technology and art form came into practice with the establishment of the printing press, giving a nomenclature to the age-old art of ‘graphic design’. The contemporary notion of the art form which we today know of as ‘graphic design’ comprises 4 fundamentals namely: Color theory, Imagery, Typography and Composition. In the present-day digital world, colour theory plays an equally pivotal role as much as the other fundamentals do.

For instance, using contrasting colours on buttons, as per the colour theory, shows a correlation in the click-through rates when implemented correctly in the call-to-action button. Likewise, in the subsequent discussion, we’ll cover the genesis of these fundamentals with the uniformity across the design principles.

Renaissance of Present-day Graphic Design

The contemporary notion of graphic design was thought to be catering to only the aesthetic appeal of any image, however, it was later believed to be aligned with the emotional responses that graphic designers wish to elicit from users. In other words, what emerged as a turning point in the way graphic design was perceived was the inclusion of emotional elements that correspond to the new age design principles.

Colour schemes as brand identity

For instance, a graphic artist who does not possess a firm understanding of the colour theory and the colour schemes which in the present day reverberate across the brand identity, as well as other intangible elements, would not succeed in eliciting the desirable responses from the users. Let’s take a scenario to better understand the purpose of colour schemes and their relevance in establishing brand identity among the targeted audience as well as potential customers. In a situation where a design is curated for a Europe-specific audience then the colour ‘green’ would closely align with the virtue of good fortune and should be considered for the same.

Similarly, the usage of warm colors on the landing page including red and orange would associate the user’s action with a sense of urgency to perform the desired action. Moreover, if we are aiming to achieve a smoother transition from the landing page to call-to-action then gradient transition must be applied to ensure continuity while simultaneously causing a change in the focus. This brings us a step closer to the standardization of design principles using the colour scheme at its core.

Golden ratio 1.618 & the Rule of Thirds

Now, what serves as another thumb rule offering uniformity across design principles comes in the form of the ‘golden ratio’ and the ‘rule of thirds’. The golden ratio alludes to a mathematical concept that is deduced from a Fibonacci series which is simply the sum of two numbers prior to it in the sequence. In the discipline of design, the above ratio of 1.618 is harnessed to create aesthetically appealing graphic elements.

For instance, if we’re designing a rectangle corresponding to the unit length of the shorter side then the larger side would be 1.618 times that of the shorter to give a pleasing graphic as the output. In other words, this magical ratio helps in retaining the symmetry of the design throughout the canvas or in digital elements.

Lastly, we’ll comprehend another design principle named as ‘rule of thirds’, which lays emphasis on the user’s perceptibility of a rendered graphic. This stands as one of the integral design principles readily used in present-day graphics; wherein any graphic element is decomposed into a grid of a 3x3 matrix thus, giving the name ‘rule of thirds’. This grid of horizontal and vertical lines is of immense utility when the positioning of graphic elements is ascertained in a canvas. Now, one must be wondering what practical utility this rule caters to in contemporary design. To answer this, we must always make this practice of keeping the most essential design elements at the sweet spots which are the 4 points in the middle of the page. By replicating your existing design practices with this, one can expect to strike a chord with the audience thereby ensuring a balance of space optimization and interest in your work.

Sub-disciplines branched out from Graphic Design

At this point, we’re in a position to answer the various sub-disciplines that have in the recent past cascaded from the discipline of graphic designing and what was the objective behind the same. Over the years, the functionality of graphics has emerged as a panacea for different business segments or industry lines. In this context, let’s explore a few sub-disciplines that have been brought into the picture for a desired utility.

Branding and Visual Identity:  

With the rapid liberalization and commercialization, companies have felt the need for a strong brand identity. The two most immediate ways to ensure a robust brand identity comes in the form of logo design and brand colour schemes. For instance, the resonating brand identity of Apple with its irresistible logo serves to reassure its awareness among the targeted users.

Some of the job avenues that are open for someone pursuing this stream of graphic designing include brand designer, logo designer and branding consultant. Learn the design principles from basics to advance from this Graphic Design Institute in Ghaziabad.

Transitioning from graphics to user experience:

Nowadays, the onus of creating an enchanting visual experience for a user demands more than just primitive use of graphic designing attributes. In fact, it is also a common misconception that someone with a basic understanding of graphic design would do wonders when it comes to designing an everlasting user-centric product or service experience since it requires more than just adding aesthetics to visuals.

As per the studies conducted on consumer behaviour, the user’s first impression typically forms within 50 milliseconds of image rendition. Hence, fabricating a lasting user experience for digital products should run through the three virtues involving pleasurable, meaningful and usability. Therefore, branching out of UI/UX from graphics could be seen as a measure to keep up with the recent trends in the space of mobile responsive pages, Accelerated Mobile Pages (AMPs) and catering to the overall user interaction with visual elements. The job market is flooded with several opportunities for those working in the space of creating user experience which include:

• Information architect: This is a relatively new career option for those willing to ensure easy navigation of content within digital products to simplify information access.
• Product designers: They are individuals focusing on the end-to-end design of digital products beginning from the user research, design and prototyping of the end product.

What next to expect?

We have already stepped into the era, where the realm of graphics has surpassed the notional digital world and heading towards an even more immersive world. The subsequent turning point in the discipline of graphics is attributed to the novel concept of Augmented Reality (AR) & Virtual Reality (VR) offering the extensibility of visual elements beyond the bounds of dimensions.

How to get started in graphic design

That concludes our analysis of the evolution of graphic design as a discipline and its associated sub-disciplines carved out over a period of time. Also, the discussion further talked about the vast career opportunities that are associated with this domain and its branches. Lastly, if someone is completely unversed with the programs covered within the graphic designing courses and wishes to give a nudge to their career, here are a few ways to start:

• Learn the basics of graphic design from the Graphic Design Institute in Ghaziabad.
• Show zeal towards equipping yourself with industry-driven software, for instance, follow Adobe After Effects for taking up roles in the publication houses.