Graphic design

The role of the graphic designer in the communication process is that of encoder or interpreter of the message. They work on the interpretation, ordering, and presentation of visual messages. Usually, graphic design uses the aesthetics of typography and the compositional arrangement of the text, ornamentation, and imagery to convey ideas, feelings, and attitudes beyond what language alone expresses. The design work can be based on a customer's demand, a demand that ends up being established linguistically, either orally or in writing, that is, that graphic design transforms a linguistic message into a graphic manifestation.^[7]


Graphic design has, as a field of application, different areas of knowledge focused on any visual communication system. For example, it can be applied in advertising strategies, or it can also be applied in the aviation world^[8] or space exploration.^[9][10] In this sense, in some countries graphic design is related as only associated with the production of sketches and drawings, this is incorrect, since visual communication is a small part of a huge range of types and classes where it can be applied.


With origins in Antiquity and the Middle Ages,^[11] graphic design as applied art was initially linked to the boom of rise of printing in Europe in the 15th century and the growth of consumer culture in the Industrial Revolution. From there it emerged as a distinct profession in the West, closely associated with advertising in the 19th century^[12] and its evolution allowed its consolidation in the 20th century. Given the rapid and massive growth in information exchange today, the demand for experienced designers is greater than ever, particularly because of the development of new technologies and the need to pay attention to human factors beyond the competence of the engineers who develop them.^[13]

Role of graphic design

Graphic design is essential for advertising, branding, and marketing, influencing how people act. Good graphic design builds strong, recognizable brands, communicates messages clearly, and shapes how consumers see and react to things.


One way that graphic design influences consumer behavior is through the use of visual elements, such as color, typography, and imagery. Studies have shown that certain colors can evoke specific emotions and behaviors in consumers, and that typography can influence how information is perceived and remembered.^[49] For example, serif fonts are often associated with tradition and elegance, while sans-serif fonts are seen as modern and minimalistic. These factors can all impact the way consumers perceive a brand and its messaging.^[50]


Another way that graphic design impacts consumer behavior is through its ability to communicate complex information in a clear and accessible way. For example, infographics and data visualizations can help to distill complex information into a format that is easy to understand and engaging for consumers.^[51] This can help to build trust and credibility with consumers, and encourage them to take action.

Ethical consideration in graphic design

Ethics are an important consideration in graphic design, particularly when it comes to accurately representing information and avoiding harmful stereotypes. Graphic designers have a responsibility to ensure that their work is truthful, accurate, and free from any misleading or deceptive elements. This requires a commitment to honesty, integrity, and transparency in all aspects of the design process.


One of the key ethical considerations in graphic design is the responsibility to accurately represent information. This means ensuring that any claims or statements made in advertising or marketing materials are true and supported by evidence.^[52] For example, a company should not use misleading statistics to promote their product or service, or make false claims about its benefits. Graphic designers must take care to accurately represent information in all visual elements, such as graphs, charts, and images, and avoid distorting or misrepresenting data.^[53]


Another important ethical consideration in graphic design is the need to avoid harmful stereotypes. This means avoiding any images or messaging that perpetuate negative or harmful stereotypes based on race, gender, religion, or other characteristics.^[54] Graphic designers should strive to create designs that are inclusive and respectful of all individuals and communities, and avoid reinforcing negative attitudes or biases.

Future of graphic design

The future of graphic design is likely to be heavily influenced by emerging technologies and social trends. Advancements in areas such as artificial intelligence, virtual and augmented reality, and automation are likely to transform the way that graphic designers work and create designs. Social trends, such as a greater focus on sustainability and inclusivity, are also likely to impact the future of graphic design.^[55]


One area where emerging technologies are likely to have a significant impact on graphic design is in the automation of certain tasks. Machine learning algorithms, for example, can analyze large datasets and create designs based on patterns and trends, freeing up designers to focus on more complex and creative tasks. Virtual and augmented reality technologies may also allow designers to create immersive and interactive experiences for users, blurring the lines between the digital and physical worlds.^[56]


Social trends are also likely to shape the future of graphic design. As consumers become more conscious of environmental issues, for example, there may be a greater demand for designs that prioritize sustainability and minimize waste. Similarly, there is likely to be a growing focus on inclusivity and diversity in design, with designers seeking to create designs that are accessible and representative of a wide range of individuals and communities.^[57]