There are different types of graphic design that graphic designers create: (1) type-based design; (2) image-based design; (3) image and type-based design; and (4) logos, logotypes, and symbols.
Sometimes, words convey a message unequivocally and do not provide a lot of ambiguity in communicating something. It does not leave room for a number of interpretations. That is why in certain instances, graphic designers would use type-based design. But, it is important for the graphic designer to choose the right typeface or font to convey the message using subliminal messaging. What a word would look like is as important as the word itself. The message evoked by the typeface would help affirm the message of the word. That is why sometimes, when there is no font available that would fit to the design, some graphic designers would draw out their own handmade lettering. The right type could help draw out or arrest attention to the design.
Even without using handmade lettering or special typeface, how ordinary fonts of text are arranged in a certain lay-out — like dividing the text into columns in a page; increasing the margins between columns; increasing the font size; setting the type face in bold or italics; indenting the paragraphs – can affect how the reader perceives the information conveyed, or how he or she feels about what he or she is reading. That is why it is also important for designs in the print design agency commissioned to create type-based designs to not just evaluate the message but to analyze the potential audience to the message, as well. A certain type-face would look more credible to professional. Another would look more inviting to children. Males and females also react or prefer certain types of fonts or typeface.
Images are powerful communicators. They can be incredibly prolific, compelling, and even shocking. Cliché as it may sound, it is true that “a picture paints a thousand words.” That is why most graphic designers make use of image-based designs especially if the objective is to persuade the audience or prompt them to take action on certain matter. Images not only convey data and information, they can also evoke certain emotions and moods. There is an automatic, often thoughtless, even knee-jerk reaction or emotion to almost all images depending on the personality, experience, and association of each audience member. That is why what might be pitiful to one might be shocking and appalling to another. That is why the graphic designer should take careful thought when he or she chooses and image to be the central theme of a design or message, more so if there are only a few words to help clarify the message.
Those images might be drawn, painted, photographed, or computer generated, and rendered in many different ways.
We will discuss in the next post the two others types: image and type-based design; and logos, logtypes, and symbols, as well as the history of graphic design, and how a graphic design agency go from conceptualizing the design to implementation, and creation of the final output.