What is graphic design

This article opened my eyes to typography as an art form. I never considered it as an art form because my exposure to it is through mediums like books and school which both put more empathize on the content of the words and not the aesthetics. The type of font, length of the margins, spacing, decorative typeface, and boldface all contribute to how the consumer reacts to the product. These all play a bigger part in appealing to to consumers than I realized. Symbols, logos, and logotypes are something that carry great significance to consumers that are a blend of image and type based designs that I haven’t thought about in the past.
How do companies decide on what the most effective graphic design would be used to reach the consumer on any given project? I believe the type of medium, size of advertisement space, product, and expertise of the artist come into play. The artist will take the overriding idea from the company and assess the effectiveness of each type of graphic design. The same advertisement on print, tv,  and the internet could look very different on each medium. Larger pieces would be able to incorporate a lot more detail than smaller pieces. For example a billboard would be able to show more than a newspaper ad. The type of product or service being sold would determine the type of graphic design used. For example, a picture of a sneaker would be more effective than a description of a sneaker.