What is Graphic Design?

Almost every designer has been asked, “So… what do you do?”. This is often followed by a clumsy, descriptive answer of specific tasks that we fulfil daily. As someone who claims to be a visual communicator, I frequently struggle with the fact that I rarely communicate this accurately. And I don’t believe I am alone in this frustration.

This will be a short overture for Graphic Design — only touching the important themes of the melody that now flows through almost every industry. See it as a bird's-eye view. A clearer perspective of where graphic design fits into the bigger picture and why that could make it difficult to describe it accurately to someone.

Graphic Design

Where does it start, and where does it end?

Colours & Shapes

In the age of screens and pixels, graphic design has become the language of our time. It is an indispensable force shaping how we communicate, perceive, and interact with the world. As Marshall McLuhan foresaw in his theory of the “visual age,” we now live in a culture dominated by imagery, where the medium not only conveys the message but becomes the message itself. Therefore, we now see a broadened scope of graphic design due to this visual and digital age. Graphic Design now plays a part in virtually every sector owing to its ability to convey stories effectively.

And stories are an essential human quality.

“The stomach craves FOOD

The tongue craves WATER

The heart craves LOVE

The mind craves STORIES”

- David Mitchell

Graphic Design is not merely decoration but storytelling, problem-solving, and meaning-making, where every colour, line, and form carries the message. This highlights the significance of graphic design as a prevalent and impactful practice in today’s visual-centric world.

So, what problem does a graphic designer solve? We make information accessible, engaging, and persuasive.

To better understand the scope of graphic design, it is helpful to break down the term and explore its components.

Graphic refers to:

1. Visual art, particularly drawing, engraving, or lettering.

2. The ability to provide clear and vividly explicit details.

Design:

Generally speaking, it is the process of envisioning and planning the creation of objects, interactive systems, buildings, vehicles, etc. It is inherently user-centred, placing users at the core of the design thinking approach. According to the Merriam-Webster dictionary, the verb “design” means “to create, fashion, execute, or construct according to plan.”

Design is a multifaceted discipline practised across various fields, including engineering, graphic design, architecture, product development, and fashion. By understanding design as a paradigm (a comprehensive framework for thinking and problem-solving) rather than limiting it to a single field, we can broaden its scope and applicability. This paradigm encourages the integration of diverse methodologies and insights, fostering innovation and adaptability.

Graphic design, specifically, is defined by the American Institute of Graphic Arts (AIGA®) as “the art and practice of planning and projecting ideas and experiences with visual and textual content.” In essence, graphic designers craft visuals to communicate specific messages, bridging ideas and audiences through creativity and clarity.

This brief overview of graphic design does not, by any means, adequately define the field’s boundaries, but it does help to clarify the uncertainty that arises when we are asked, “What is graphic design?”.