What is graphic design according to authors?

1. Orberto Chavez : works redesigning corporate images and advising companies and institutions
on communication strategies. The visual identity of brands is made up of different signs.
Graphic design is a fundamental tool for creating a brand and institutional image, it is not an
added value, but rather it is intrinsic to the objects, places and the imagination that they
awaken. It even modifies production, that is, manufacturing.
At the last Latin American Meeting held by the Faculty, Chavez gave a talk where he said: “To
explain what it is, we must define the characteristics that make it unique and unmistakable.
Design is not a science, it is not even a theory, it is a craft. Design is a form of social work, it is
not an object. Work with something that will later be a material object,” Chaves explained.
“Design deals with people's well-being and discomfort. What design does is not decided by
anyone, it is marked by social reality.”

2. Paula Scher: The design process requires a specific methodology that leads to problem solving
by applying the knowledge of creativity combined with innovation, technique and technology.
The design must meet specific requirements of functionality, communication, persuasion,
construction, didactics, aesthetics, philosophy, but also and very important is, not to forget the
social part, so important within the activity and profession of graphic design learned and
assumed as a great responsibility.
3.

What he studies: Graphic design is one of those careers that touches on different fields of study;
You could even say that it is a mix between art and business. Professionals in this career are
dedicated to translating and communicating abstract concepts through images. Just as for a
communicator his raw material is words, for a graphic designer it is images.

Main characteristics of graphic design: A graphic designer is not a creator of forms, but a creator
of communications, a professional who, through a specific method (design), builds messages
(communication) with visual means (graphics). It is not the originator of the message, but his
interpreter.

The main component of any graphic composition is therefore the message to be interpreted, the
information that you want to convey to the recipient through graphics. This information must be
represented through different graphic elements, which can be many and varied, although the
most common are:

o Simple graphic elements: points and lines of all types (free, straight, curved lines, etc.)
o Geometric elements, with or without outline: polygons, circles, ellipses, ovals, etc.
o Types: letters of different shapes and structure, used to present textual messages.
 Illustrations
 Photographs
 Any other visual element suitable for communicating a message.

Classification: Advertising Graphic Design: Advertising is a commercial communication

technique that attempts to encourage the consumption of a product or service through the
media.
Editorial Design: Editorial design is the branch of graphic design dedicated to the layout and
composition of publications such as magazines, newspapers or books.

Corporate Identity Design: The corporate identity or visual identity (IVC) is the physical
manifestation of the brand. It refers to the visual aspects of an organization's identity.

Web Design: Web design is an activity that consists of the planning, design and
implementation of websites and web pages.

Multimedia Design: Multimedia Design is made up of the combination of various branches,

which include text, photographs, videos, sound, animation, manipulated and transferred to a
digital medium.

Importance: Graphic design is an activity that aims to create and project messages through
images. Therefore, it can also be called visual communication. This activity helps optimize
communication, and helps reach a specific audience.

Currently, graphic design is becoming more important in the world of advertising, since it is a
tool that helps communicate the values of a product and/or service to the audience.
Consequently, it is a tool that is used to sell.

If a graphic design is made that is well executed and that transmits the brand's values, it will
increase sales, as will the positioning and image of the brand. In short, advertising graphic
design is based on creating advertising pieces (whether printed or audiovisual), in order to
inform and motivate consumers to purchase the product and/or service. We can say that
there is a direct relationship between advertising and graphic design, because graphic design is
the tool that helps advertising convey the message to the target audience. And it is thanks to
this tool that the message arrives in a clear and effective way, avoiding double interpretations
and confusion.

Digital graphic design: It is graphic design based on digital media such as the Internet and all
traffic channels in this global network. Graphic designs do not have visibility on the street or
traditional advertising media, but on the internet and all digital or virtual channels, so their
creation also has an online impact as they are built using tools or software that aims to create
designs that will be enabled in digital media. It is for this reason that digital graphic design is
aimed at positioning and giving visibility to the identity of companies, services and relevance
of products to position themselves in digital markets that are based on internet searches and
the construction of content that conglomerates the social traffic networks, through referrals,
direct to a website or through organic traffic.

History: The genesis of the design can be found in the cave paintings, 20 thousand BC
Approximately, in them you can see figures representing animals and other human beings, it is
estimated, for religious purposes. The Egyptians developed an advanced writing system,
hieroglyphics, and soon they also designed a medium that was more resistant to the passage
of time called papyrus. Reaching the Middle Ages, attention began to be paid to
ornamentation and decoration, adding attractive miscellany and illustrations to mainly
religious texts. There was special interest from the church in writing eye-catching bibles to
help spread the religious message. Already in the year 1440, Johan Gutenberg designs the
printing press, a device capable of reproducing texts and images on paper on a massive scale.
The modern printing industry was born, this allowed countless printed products to be
launched around the world. New materials, new inks, typographic fonts of all kinds are created
and a new profession is created: the typographer or typesetter, a technician specializing in
layout and adjustment of texts that would later be printed by printers.

A decisive stage in the conception of graphic design as a current profession was during the
industrial revolution. With the emergence of mechanized industry, the economy and markets
developed, farmers moved to the cities to work in factories and commercial areas and
competition appeared to sell the new manufactured products to the masses.

At the end of the 20th century, the digital age began, computers, at first very expensive,
became increasingly more and more massive products. This, and the use of special programs,
allowed graphic design to be done digitally, pushing visual limits further and redefining the
entire profession. Designers must readapt to new technologies. With computers, production
times speed up, but also, as media and formats multiply, the demand for graphic design
grows.