What is Graphic Design for?
There are many aspects/ fields of Graphic Design, that, as an artist you are usually assigned to/ specialize in. Through exploring these fields, as a designer I can establish and aspire to creating through my most favoured aspects.
5 categories that these fields can be sorted into:
- Information & Way-finding
- Publishing & Editorial
- Branding & Identity
- Product & Packaging
- Retail & Promotion
How these categories can be determined even further:
- Genre
- Content
- Audiences
- Sectors
- Functions
- Format
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A few examples of what these categories consist of:
EDITORIAL & PUBLISHING
Editorial design is magazine design such as: creative covers combining photography and typography, to double page spreads. Publishing design is book cover design.
Editorial/ Magazine Design: ('Above the line' design ie, is seen by the public eye, is on trend, up-to-date)
Genres/ Content/of editorial and publishing design:
- Fashion
- Music
- Lifestyle
- Health & Beauty
- Current Affairs
- Photography
- Technology
- The Arts
- Hobbyist
- Food & Cooking
- The Home
- Bridal
- .... and many more, around 50+ genres in fact.
Audiences of editorial and publishing design:
Functions/ Format:
- Double page/ single page spreads
- Bodycopy in relation with type and image
- Grids
- Unified templates, as specified by art director/ graphic designer
- Trend- driven designs
http://www.editorialdesignserved.co/
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Genre - The home / lifestyle / current affairs (environmental)
Content - (russian) instructions on how to be more eco-friendly at home.
Audiences - adult audiences responsible for looking after the home /recycling etc
Sectors - public / recreational / advisory / tips and hints rather than a strict campaign
Functions - instructions on how to be more eco-friendly at home.
Format - trend- driven minimalistic collage style, perhaps to promote eco-friendliness as trendy.
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Genre - music
Content - front cover of anniversary issue
Audiences - music lovers, adults
Sectors - public / articles
Functions - entertain / review / advertise
Format - front cover - alternative indian style, referring to the psychedelic era of music, when rolling stone magazine was at the forefront of music news.
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Genre - fiction / dark
Content - fiction
Audiences - adults 16-40
Sectors - paperback / public
Functions - advertise the story
Format -front cover paperback
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Genre - action / thriller
Content - fiction
Audiences - adult
Functions - inform / advertise story
Format - front cover
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Genre - fantasy / childrens
Content - fiction
Audiences - children / younger audiences
Functions - Advertise / inform about story
Format - book cover
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Genre - non fiction / food & cooking / Hobbyist
Content - recipes
Audiences - adults / cooking fans
Functions - inform / advertise / instruct
Format - a3 book cover
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Genre - lifestyle/ photography
Content - non fiction
Audiences - adults / photography enthusiasts
Functions - advertise contemporary photographers
Format - double page spread
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Genre - photography
Content - non fiction
Audiences - adults / photography enthusiasts
Functions - advertise and showcase current photography
Format - double page spread
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Genre - lifestyle / interview
Content - non fiction / interviews
Audiences - adults /fans of cover star
Functions - advertise contents
Format -magazine cover
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Genre - alternative / music
Content - interviews / reviews
Audiences - adults / alternative fans
Functions - advertise contents
Format - magazine cover
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Publishing/ Book Design: ('Above the line' publishing ie, is seen by the public eye, is on trend, up-to-date)
- Fiction
- Non-Fiction
- Travel
- Biographies
- Manuals
- Childrens Books
- Education
- Training
- Reference
- Language
General Publication Design: ('Below the line' publishing ie, is seen in a corporate environment, to portray information etc)
- Annual Reports
- Catalogues (event)
- Catalogues
- Brochures
- Instructional
- Public Sector
The designer can still have fun with even factual and informative design. Through design different mediums and printing techniques can be explored, experimentation with stocks and assembly techniques - books can become the product!
RETAIL & PROMOTION
Retail and promotional design is everything that promotes a company in it's store environment. For example, in-store advertisements, counter-top point of sales that presents the items but are not packaging.
branding & identity/ product & packaging can be integrated into this field.
5 Websites/ blogs to define retail and promotional design:
http://retaildesignblog.net/
5 Websites/ blogs to define retail and promotional design:
http://retaildesignblog.net/
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Genre - decoration
Content - nike logos / interactive digital info on nike
Audiences - nike customers
Functions - decorate nike shop and communicate with customers
Format - wall decor
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Genre - decoration
Content - illustrations and random facts about the store
Audiences - store customers
Functions - decorate the store
Format - wall & floor decor
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Genre - decoration
Content - company logo
Audiences - fred perry customers
Functions - decorate the store
Format - ceiling hanging
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Genre - informative and decorative
Content - 'exit'
Audiences - drivers using the car park who want to exit
Functions - inform and instruct the direction of the exit
Format - wall transfer
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http://thewindowdisplayblog.com/
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Genre - decoration / advertisement
Content - company logo / product placement
Audiences - customers of store
Functions - decorate and advertise products and company
Format - window display
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Genre - decoration / advertisement
Content - company logo / product placement / decorative imagery
Audiences - customers of store
Functions -decorate and advertise products and company
Format - window display
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Genre - decoration and advertisement
Content - company ethos- related phrases
Audiences - customers of the store
Functions - decorate and advertise products and company
Format - wall transfers
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Genre - decoration and advertisement
Content - company logo / decor
Audiences- louis vuitton customers
Functions - decorate and advertise company
Format - window display
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- tags/labels
- bags
- packaging
- point of sale
- window displays
- decoration
- perfume testers etc
- packaging for samples eg cosmetics
- using the store as an exhibition space, considering scale and 3D environments
- create moods and experiences through design
In this field especially, designers and artists have to learn to work in the team/ fit within the production cycle. Ie, you may not be the one who designed the logo, but the one that determined the colour scheme and identity for this season.
PRODUCT & PACKAGING
Product and packaging design is the design of the casing that surrounds a product during shelf life, transportation and storage. It's practicality and aesthetics depend on the product, such as a crate of flat-pack furniture may be simpler and sturdier in it's design to that of an expensive bottle of perfume.
Graphic Design is the product more than ever in this field.
5+ Websites/ blogs to define product and packaging design:
http://lovelypackage.com/category/fashion/
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Genre - containing
Content - company logo / info on company / shirt
Audiences - company customers
Functions - contain shirt
Format - wooden & glass case
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Genre - containing
Content - company logo / info on milk / milk
Audiences - milk drinkers
Functions - inform on contents of milk / contain milk
Format - tetrapak carton
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Genre - containing
Content - company logo / advert for company / coffee
Audiences - coffe drinkers / company customers
Functions - advertise company / contain coffee
Format - card cup
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Genre - containing
Content - company logo / info on juice
Audiences - smoothie drinkers
Functions - inform on contents of juice / contain juice
Format - tetrapak carton
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Genre - containing
Content - company logo / info on soaps
Audiences - males
Functions - inform on contents of soaps / contain soaps
Format - packaging various
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Genre - containing
Content - company logo / info on pepper / pepper
Audiences - pepper users
Functions - inform on origins of / contain pepper
Format - packaging
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Genre - containing
Content - company logo / yoga CD
Audiences - yoga enthusiasts
Functions - inform on yoga / contain yoga CD
Format - CD cases and sleeves
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Genre -containing
Content - company logo / info on coke
Audiences - coke drinkers
Functions - inform on contents of coke / contain coke
Format - glass/ metal bottle
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Genre -containing
Content - patterns / logo
Audiences - coffee / hot drinks drinkers
Functions - hold hot drink
Format - handle
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Genre -containing
Content - company logo / info on cider
Audiences - cider drinkers
Functions - inform on contents of cider / contain cider
Format - glass bottle
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Genre -labelling
Content - company logo / info on cider
Audiences - cider drinkers
Functions - inform on contents of cider / contain cider
Format - glass bottle
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Genre - foodstuffs
Content - company logo / info on wine
Audiences - wine / fair trade customers
Functions - inform on contents of wine / contain wine
Format - carton
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Genre -labelling / commemoration
Content - company logo / info on vodka
Audiences - vodka customers
Functions - inform on contents of vodka / contain vodka
Format - glass bottle
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Genre -labelling / anniversary
Content - company logo / info on soup
Audiences - soup / art lovers
Functions - inform on contents of soup / contain soup
Format - tin can
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- t shirts
- mugs
- badges
- Greeting Cards
- Napkins
- Wrapping Paper
- Wallpaper
- Stationery
- picture frames
- food
- toys
- perfume/ cosmetics
- protection/ transportation
Lots of the time in this highly competitive field, designs have to be spread across a range of different products and packaging, and so design has to be applicable to multiple purposes/ forms. Exploring with typographic elements and choice of stock/materials in this field is essential.
BRANDING & IDENTITY
The design of the logo, colour scheme, language, website, imagery, message and ethos of a company.
retail and promotion/ product & packaging can be integrated into this field.
5 +Websites/ blogs to define branding and identity design:
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Genre - advertising /uniforming / representing university
Content - company title / imagery
Audiences - customers / potential customers
Functions - advertise university
Format -logo
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Genre - advertising /uniforming / representing company
Content - imagery
Audiences - customers / potential customers
Functions - advertise company
Format -logo
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Genre - advertising /uniforming / representing
Content - company title / imagery
Audiences - customers / potential customers
Functions - advertise company
Format -logo
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Genre - advertising /uniforming / representing
Content - company title / imagery
Audiences - customers / potential customers
Functions - advertise company
Format -logo
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http://designspiration.net/tag/logo/
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Genre - advertising /uniforming / representing company
Content - company names / imagery / info
Audiences - customers / potential customers
Functions - advertise / inform
Format -stationery
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Genre - advertising /uniforming / representing company
Content - company names / imagery / info
Audiences - customers / potential customers
Functions - advertise / inform
Format -stationery
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http://www.brandingidentitydesign.com/
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Genre - advertising /uniforming / representing company
Content - company names / imagery / info
Audiences - customers / potential customers
Functions - advertise / inform
Format -stationery
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Genre - advertising /uniforming / representing company
Content - company names / imagery / info
Audiences - customers / potential customers
Functions - advertise / inform
Format -stationery
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http://ohsobeautifulpaper.com/
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Genre - advertising /uniforming / representing anniversary baseball game
Content - team name / imagery / dates / info
Audiences - team fans
Functions - advertise / inform about game
Format -invitation / memorabilia
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Genre - advertising /uniforming / representing wedding
Content - bride and groom names / imagery / dates / info
Audiences - wedding guests
Functions - advertise / uniform about wedding
Format -invitation
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http://www.brandsoftheworld.com/
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Genre - advertising /uniforming / representing company
Content - company title / imagery
Audiences - customers / potential customers
Functions - advertise company
Format -logo
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Genre - advertising /uniforming / representing
Content - company title / imagery
Audiences - customers / potential customers
Functions - advertise company
Format -logo
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http://www.behance.net/search?field=109
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Genre - advertising /uniforming / representing
Content - information about company
Audiences - customers / potential customers
Functions - advertise company
Format - stationery
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Genre - advertising /uniforming / representing
Content - information about company
Audiences - customers / potential customers
Functions - advertise company
Format - stationery
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INFORMATION & WAY-FINDING
Clear, concise and usually simple for readability for instructions and mapping purposes.
5 Websites/ blogs to define branding and identity design:
http://visual.ly/
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Genre - informative / statistical
Content - graphic statistics
Audiences - people setting new years resolutions
Functions - inform about popular new years resolutions
Format - image / infographic
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Genre - informative / statistical
Content - graphic statistics
Audiences - cinema enthusiasts
Functions - information about current movie theatre enthusiasts
Format - image / infographic
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Genre - informative
Content - graphic information
Audiences - sufferers of diabetes
Functions - inform /instruct about coping with diabetes
Format - image / infographic
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Genre - informative / statistical
Content - graphic statistics
Audiences - adults / console enthusiasts
Functions - inform about decreasing popularity of gaming consoles
Format - image / infographic
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Genre - informative / statistical
Content - graphic statistics
Audiences - adults / religious people
Functions - inform about geographical assortments of religion
Format - image
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Genre - informative / statistical
Content - graphic statistics
Audiences - facebook users / adults?
Functions - inform about hotspots of facebook use
Format - image
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Genre - fantasy / childrens
Content - information / lego instructions
Audiences - children / younger audiences / parents
Functions - inform / instruct how to build said piece
Format - book page
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Genre - fantasy / childrens
Content - information / lego instructions
Audiences - children / younger audiences / parents
Functions - inform / instruct how to build said piece
Format - book page
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http://www.smashingmagazine.com/2007/08/02/data-visualization-modern-approaches/
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Genre - informative
Content - world news
Audiences - readers of news
Functions - highlight the most important / big stories in a hierarchy system
Format - webpage for mobile
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Genre - informative
Content - heat - vision
Audiences - blog owners
Functions - shows the blog owner the most popular parts of the website today through a heat - sensor concept
Format - webpage
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