sign = "something that stands to somebody for something in some capacity" - charles saunders pierce, 1977. (in 'Semiotics and Significs', Hardwick, C.)
forms of communication are constructed
logos, sign language, tribal markings, braille
the social role of graphic design:
- discussion on graphic design has largely focussed on 'visual style'
- overemphasises the visual structure
- omits problems of appropriateness
- leaves out certain forms of graphic design, such as signage, forms, timetables, maps, and educational materials
graphic design 2009
"the excessive importance given to the avant garde movement in the context of graphic design is based on the failure of theory to recognise graphic design as something other than art" - franscara, 2005: 46 ..."as an art form, graphic design is viewed only from an aesthetic perspective, without enough consideration of communication and social signigficance"
contexts for graphic design:
- advertising
- political or ideological propaganda (e.g: careless talk costs lives)
- to organise (e.g: regulatory signs on roads)
- information design
- instructional design (e.g: ikea instructions with flat pack furniture)
- international and intercultural communication
- teaching aids
- bank notes (designed to make forgery difficult)
questions to consider r.e: graphic design
- is it possible to asses the quality and/or fully understand a piece of graphic design work outside of the specific communication system it is made in relation to? (e.g: social marketing to a specific group)
- is it possible to do this for a piece of work which would be considered to be a work of fine art?
- quality in graphic design is measured by the changes it produces in the audience - discuss.
definitions of GD:
- noun. the art or profession of visual communication that combines images, words, and ideas to convey information to an audience, esp. to produce a specific effect.
- the development & manipulation of signs and creation of meanings.
- semiotics: visual language.
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