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Understanding how things ‘strike’ someone – the innate, albeit intentional or not, effect given off – is the essence of powerful graphic design. The article very briefly explains the name taxonomies that one must verse his or herself in before considering how to construct or perceive a visual piece. Image-based design does not have a direct conveyance; it must rely solely on unstated mood. Type-based and image/ type-based hybrids are afforded an actual message because they utilize words. But the type itself has so many sub-communications as well! Size, orientation, color, shape, modifications, typeface – the all say different things.

If I could pose one question to the author, I would ask him ‘when does a logo become a symbol?‘. “Symbol” denotes something symbolic – a subtle, culturally-primed meaning behind a representative graphic or shape. Does a logo have to first assimilate societally, becoming so synonymous with a familiar brand that we innately understand its essence?

At some point in time, everyone has received “junk mail.” Whether it is a credit card company trying to offer you a credit card, a gym sending you an invitation to join or a car dealership trying to incite you to visit them, it is a part of our daily lives. Graphic communication is of vital importance to these types of companies. The presentation of the envelope or flyer has to capture the receiver’s attention and try to invoke a favorable response. When I read this article, it made me think of “junk mail” and company logos. I never realized how far-reaching graphic design really is; it’s literally all around us. In my mind, graphic design is about creating words and/or images that convey a pre-programmed message. I never really thought about the importance of layout, fonts and images which, when combined can successfully contribute to a company’s brand. Also, I thought it was interesting that graphic designers have to be independent, in a sense. They have to understand the message the client is trying to convey and create a plan which successfully conveys the desired message.

How does graphic design relate to marketing?

In today’s world, marketing should be an essential tool for every company, whether it’s a multi-billion dollar company or a small business. The company’s marketing plan is a driving force that lays out the goals and ultimately profit for the company. In order to execute the marketing plan, a great graphic designer has to contribute to the overall design and implementation of the plan. Marketing teaches a company what to sell, who to sell to, for how much and where to sell it. Graphic design takes all of those requirements and creates a concise, finished product.

The article describing graphic design as a mode of visual communication called attention to the designer’s intent when creating material. In a world where most of us are constantly exposed to media, advertisements, and numerous other sources of graphic images, we rarely think twice about the process behind the images we come across daily. This article brought my attention to the use of white space and typography in the designs I come across on my way to school. I realized that white space, or negative space, can communicate just as much, sometimes even more, than the content itself. I also have to admit that typography was something I didn’t particularly pay attention to. It’s still a language I often use without truly understanding it. I’m looking forward to learning more through this course.

A question that came to mind as I read the article was: “How does a graphic designer establish the best balance between letterforms and images? What factors does he/she consider when deciding on the most effective way to communicate a message?” The article gave some clues: “people respond to images instinctively based on personalities, associations, and previous experience”. I suppose knowledge of trends, culture, psychology, and market research on consumer behavior helps inform the designer to create more effective material.