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The Influence of Graphic Design

As designer we carry, a sometimes daunting amount of responsibility when it comes to the influence that design has on our culture, information, and the decision making of consumers and viewers. We often take this ability of persuasion for granted, as

Tyler Thurston

on 15 April 2014

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Transcript of The Influence of Graphic Design

The art or profession of visual communication that combines images, words, and ideas to convey information to an audience, especially to produce a specific effect.
Appetite for Creation
More Than Creative
The influence of graphic design.
So What Is Graphic Design?

Tradeshow Material
Concepts &
Exhibit & Environment
Editorial &
Page Layout
Catalogues & Booklets
Magazine & Book Covers
and Flyers
Corporate Branding
Album Covers
Annual Reports
Direct Mailers
Media Kits
Pocket Folder
Trade Show
Book Cover
Postcard Design
Brochure Design
Banner Design
Publication Design
Presentation Folders
Vehicle Wraps
Campaign Design
Interface Design
Social Network Branding
Stickers and Labels
Catalogues and Booklets
And the list goes on.
"Good design is obvious.
Great Design is transparent"
~ Joe Sparano
We are constantly exposed to design.
The labels on our food
The tags on our clothes
The things that we read
The technology we interact with
The truth is...
But how does it influence us?
Design is created with an objective.
Often that objective is to
sell a product, service or idea.
But in a competitive marketplace,
Design is leveraged to differentiate and distinguish this product, service or idea from it's competitors.
By understanding the behavioral characteristics, of a defined target audience, a design can be tailored to achieve very specific results.
Design is the bridge that connects the message with the audience.

But it doesn't just communicate content,
it evokes emotion, and provokes action.
But where
does good
design come
"Give me six hours to chop down a tree and I
will spend the first four sharpening the axe"
~ Abraham Lincoln
Case in point...
It's the quality of the presented idea, not the execution which defines effective design.
But where do quality ideas come from?

Outside the box.
Good ideas are the result of
Because creativity is the byproduct of innovation...
~ Jonathan Ford
Real creativity makes an impact for the better. We improve a way of living, a way to see things or the way something functions.
Design Helps Us Navigate
Transit Maps & Schedules
GPS Interfaces
Building Interior Maps (Emergency Exits, Washrooms)
But it doesn't just get us from point A to point B...
Graphic Design presents information, but also determines how we use understand, interpret and use that information to our benefit.
The result was a design solution of extraordinary beauty. Yet it quickly ran into problems. To make the map work graphically meant that a few geographic liberties had to be taken. What about, for instance, the fact that the Vignelli map represented Central Park as a square, when in fact it is three times as long as it is wide? What if, for whatever reason, you wanted to get out at 59th Street and take a walk on a crisp fall evening? Imagine your surprise when you found yourself hiking for hours on a route that looked like it would take minutes on Vignelli's map.
New York's Subway Map Redesign
Improving information
Vignelli's Map:
Designed in 1972
Ahead of it's time in terms of design
Inspired by London's underground map
Influential in the design community
Was not 100% geographically correct
Eddie Jabbour’s Kick Map:
Designed in 2007
Was more accurate in terms of scale and relativity
Sparked controversy for replacing a design icon
The Kick Map is designed to get more people to ride New York City's subway system… A well-designed map not only welcomes and empowers novices to use the subway but also encourages additional use for regular ‘home-to-work-only’ commuters to use the subway for recreational destinations where they might otherwise take a car. For this reason the design of the subway map can directly influence ridership numbers and can indirectly have an effect on New York's traffic congestion and pollution. In short,

a better-designed subway map will make our subway system more open and accessible.
~ Jabbour
~ Jabbour
Influence On Culture
Graphic design can set trends.

Design helps to establish connections with
like minded individuals.
Finding commonality with others
who share similar:
We associate ourselves with brands that appeal to us .
These brands use design to portray and communicate the qualities and attributes that make them unique, attracting those who share common interests, values or lifestyles.
In turn, this segregates the brand's supporters into distinct subcultures and cliques.
Creative, free-thinker types
Those who appreciate quality
Middle - upper income
Beyond business mindsets
People who have
with technology
Embraces 'new'

Design is where science...
And art break even...
Apple caters their marketing, and
their product design to this demographic.

Customer satisfaction then ensues brand loyalty.
Brand loyalty is maintained when the Brands values, beliefs and integrity is upheld and respected.
So when you start your next design
project, consider the influence.
What will you create?
How will you use that influence?
Where will it take you?
Food for Thought.
From A4C (Appetite for Creation)
Full transcript