Graphic design is the process of visual communication, and problem-solving throu

gh the correct use of typography, space, image and color.

The field is considered a subset of visual communication and communication desig
n, but sometimes the term "graphic design" is used interchangeably with these du
e to overlapping skills involved. Graphic designers use various methods to creat
e and combine words, symbols, and images to create a visual representation of id
eas and messages. A graphic designer may use a combination of typography, visual
arts and page layout techniques to produce a final result. Graphic design often
refers to both the process (designing) by which the communication is created an
d the products (designs) which are generated.
Common uses of graphic design include identity (logos and branding), publication
s (magazines, newspapers and books), print advertisements, posters, billboards,
website graphics and elements, signs and product packaging. For example, a produ
ct package might include a logo or other artwork, organized text and pure design
elements such as images, shapes and color which unify the piece. Composition is
one of the most important features of graphic design, especially when using pre
-existing materials or diverse elements.
Contents
1 History
1.1 Advertisements 1700's examples
1.2 The advent of printing
1.3 Emergence of the design industry
1.4 Twentieth century design
2 Applications
3 Skills
3.1 Visual arts design
3.2 Typography
3.3 Page layout
3.4 Printmaking
4 Basic techiques (Essential Visual Strategies)
5 Tools
5.1 Computers and the creative process
6 Modern graphic design subfields
6.1 Interface design
6.2 User experience design
6.3 Experiential graphic design
7 Occupations
7.1 Crowdsourcing in graphic design
8 See also
8.1 Related areas
8.2 Related topics
9 References
10 Bibliography
11 External links
History
Main article: History of graphic design
Page from the Book of Kells: Folio 114v, Decorated text. Tunc dicit illis
While Graphic Design as a discipline has a relatively recent history, first coin
ed by William Addison Dwiggins in 1922,[2] graphic design-like activities span t
he history of humankind: from the caves of Lascaux, to Rome's Trajan's Column to
the illuminated manuscripts of the Middle Ages, to the dazzling neons of Ginza.
In truth "Babylon, artisans pressed cuneiform inscriptions into clay bricks or
tablets which were used for construction. The bricks gave information such as th
e name of the reigning monarch, the builder, or some other dignitary".[3] Arguab

ly, this could have be identified as the first billboard or road signs announcin
g the name of the governor of a state or mayor of the city today. The Egyptians
developed a key communication by hieroglyphics which used picture symbols dating
as far back as 136 B.C. found on the Rosetta Stone. "The Rosetta stone, found b
y one of Napoleon's engineers was an advertisement for the Egyptian ruler, Ptole
my as the "true Son of the Sun, the Father of the Moon, and the Keeper of the Ha
ppiness of Men"" [3] Further, the Egyptians also brought the invention of papyru
s, paper made from reeds found along the Nile, on which they transcribed adverti
sements more common among their people at the time. Between the dates of 500A.D.
and 1450 A.D., also known as the "Dark Ages", it was the Monks that kept the sy
mbols and writings alive when much of the citizenry were stagnated in progressiv
e learning in reading and writing. In both this lengthy history and in the relat
ively recent explosion of visual communication in the 20th and 21st centuries, t
here is sometimes a blurring distinction and overlapping of advertising art, gra
phic design and fine art. After all, they share many of the same elements, theor
ies, principles, practices and languages, and sometimes the same benefactor or c
lient. In advertising art the ultimate objective is the sale of goods and servic
es. In graphic design, "the essence is to give order to information, form to ide
as, expression and feeling to artifacts that document human experience."[4] The
History even as far back as Benjamin Franklin who use this paper The Pennsylvani
a Gazette, in 1728 he mastered the art of publicity not only did he promote his
own books he used it to influence what he thought the masses should read, as wel
l. "Benjamin Franklin's ingenuity gained in strength as did his cunning and in 1
737 he had replaced his counterpart in Pennsylvania, Andrew Bradford as postmast
er and printer after a competition he instituted as copywriter and therefore won
. He showed his prowess by running an ad in his General Magazine and the Histori
cal Chronicle of British Plantations in America (the precursor to the Saturday E
vening Post) that stressed the benefits offered by a stove he invented, named ca
lled the Pennsylvania Fireplace, which is still sold today and is known as the F
ranklin Stove. "[5] American Advertising was as American as primitive plumbing a
s it imitated British newspapers and magazines. News papers offered 3 block of t
elling society,or the slaves that ran away from their masters. Advertisements we
re printed in scrambled type and uneven lines which made it difficult to read. I
t was Benjamin Franklin that changed this by adding 14 point heading of the firs
t line of the advertisement; although later it was shortened and centered, makin
g a real heading. Franklin's use of type was masterful e instinctively knew what
"appealed to the eye". It was Franklin that added illustrations which was somet
hing that not even London printers had done and was considered most advanced. Be
njamin Franklin was the first to invent logos, which were early symbols that ann
ounced such advertisements as opticians with golden spectacles. Benjamin Frankli
n taught the advertisers that the use of detail was important to tell the story
of their products. The idea of telling a story grew a monster as some began adve
rtising in 10-20 lines adding color, names, varieties, and sizes of the goods th
ey offered. The early advertisements tell us a lot about the culture, the though
ts and conditions that the colonists faced during the establishment of this grea
t nation in its advertising infancy.
Advertisements 1700's examples
A man named Phillip Miller placed an ad in the Pennsylvania Gazette May 1, 1776
which read:
" CAME TO MY PLANTATION, in SPRINGFIELD Township, PHILADELPHIA County, near Flou
r-town, the 26th of March 1776, A Strange Red Cow, The owner may have her again,
on proving his property, and paying charges" [6]
One of the first ads for Lost and Found articles were as follows:
"Lost on the 10. Of April last off of Mr. Shippen's Warff in Boston, two iron an
vils, weighing between 120 and 140 pounds. Whoever has taken them up, and will b
ring or give true intelligence of them to John Campbell, Post master, shall have

a sufficient reward" it was the Publisher that had the responsibility to pay re
wards for lost and found articles. I like you are wondering, who would steal som
ething that heavy and where would they keep it and, why?
This example was one of personal advertisements which often blended great humor:
"March 8, 1866- Marriage-A Gentleman, Young with a fair portion of cash and very
"large expectations", desires to make some food and handsome girl his wife. Her
happiness will be his own, and the sincere object of marital relations; money n
o object, but youth indispensable. Old maids, widows, and ugly women over 18 nee
d not to respond to "Ye Man", Herald Office.[6]
November 9, 1862, New York Sunday Mercury," TO PATRIOTIC UNMARRIED LADIES- I am
a soldier, just returned from the wars. Have lost leg, but expect to get a cork
one; have useless arm, but will be called brave for it;was once good-looking, bu
t am scarred all over. If any patriotic young lady will marry me, why FALL IN LI
NE! The applicant must be moderately handsome, have an excellent education, play
the piano and sing; and a competency will not be objectionable. One with these
requirements would, doubtless, secure my affections. Address Capt. F.A.B., Mercu
ry Office" [6]
Female advertisers were not illusive either:
December 21, 1861 in the New York Herald, " A YOUNG LADY, COUNTRY BRED, BUT EASI
LY tamed and civilized, would like to correspond with a city gentleman, with a v
iew to matrimony. It is necessary for him to be wealthy, and not less than forty
years of age, as she would "rather be an old man's darling than a young man's s
lave".The advertiser is 21, and presumes her manners and appearance will recomme
nd her to tastes not over fastidious; also a lady of position will expect replie
s from responsible parties only; therefore, triflers take heed. Address Matilda,
station D Post Office"[6]
The 17th and 18th Century advertising moved into trading cards which had proceed
ed handwritten announcements being pasted on the walls of establishments this be
came so widespread and as space was short that new announcements were being past
ed directly over others that had been slapped up only minutes before, this was t
he precursor to today's Advertising code of ethics. It started as an agreement t
hat no ad would be posted over another if the paste was still damp (this form of
paste dried very slowly). These ads only gained about a few days worth of expos
ure.[3]
There were clear examples of bias in classified ads early on in many disparaging
notices placed by masters of slaves and husbands when their slaves or wives ran
away. The advertisers were not bound by codes of ethics but only through societ
y as it was through the earliest collections. Truth was in between the words tha
t were used, however, the ads of the time, did give an accurate picture of socie
ty and a way to keep them accountable among themselves. The habits, practices an
d principles are engraved in advertising and through the tour of the past advert
isements we reunite with the ages past.[6] Colonial merchants like merchants of
today go where the customers were. The trading post was the store and the peddle
r, a "walking catalog". A quote by Frederic Farrar, historian and newspaper sale
sman stated in October 1975 that, " Without newspapers there would have been no
American Revolution and without advertising there would have been no newspaper".
The advent of printing
Main article: History of printing
During the Tang Dynasty (618 907) between the 7th and 9th century AD, wood blocks
were cut to print on textiles and later to reproduce Buddhist texts. A Buddhist
scripture printed in 868 is the earliest known printed book. Beginning in the 11
th century, longer scrolls and books were produced using movable type printing m

aking books widely available during the Song dynasty (960 1279).[7] Although print
ing from moveable type had been introduced a couple of centuries earlier, the ha
ndbills or trade cards of the 17th-18th Century were printed from wood or copper
engravings. They generally announced the business and its location. Hogarth, a
famous painter from England also doubled his skill in engraving being one of the
first to design for business trade.A new age dawned in Mainz Germany, in the ye
ar 1448, Johann Gutenbergintroduced moveable type in a new metal alloy. The inve
ntion of the printing press opened up a new era of commerce and trade. Previousl
y the most logical way of advertising was word of mouth, print expedited adverti
sing methods in an explosive way. In cities such as France and London, criers an
nounced products for sale just as ancient Romans had done, this new invention re
placed the maddening street noise. Visual representations were on the horizon as
tradesmen desired to use this method to convey to the buying public the items t
hey had for sale and their need to persuade the purchasers to use their products
. The Printing press made books widely available in Europe. The book design of A
ldus Manutius developed the book structure which would become the foundation of
western publication design. This era of graphic design is called Humanist or Old
Style. Additionally, it was William Caxton, England's first owner of a printing
press that printed Religious books and had trouble selling them, that brought h
im to discover the use of the left over pages and utilize them in announcing the
sale of the books and post them on the church doors. This particular form of po
sting to the doors was termed "squis" or "pin up" posters, in approximately 1612
as the first form of print advertising in Europe. The term Siquis actually came
from the Roman era when public notices were posted stating "if anybody...", whi
ch is Latin for "si quis". These printed announcem