Inspiration for Graphic and Editorial Design

Creative Inspirations

importancia de el diseño

DESIGN

Importance of design

To open this topic begin quoting a paragraph of Otl Aicher:
"The design illustrates the technical and economic philosophy of a company, and the company image reveals the character of it, define their mentality. The designer is the philosopher of the company, which, whatever that mentality, makes perceptible "
The quality of good communication and a good piece of design, are of great importance in the market where the company operates, and that this message will identify the institution and differentiate from the competition. Hence the visual communication of the company must have distinctive attributes, highlighting the features of it, within a homogeneous visual management system. This means that all communication has a formal and functional unit, enhancing the effects of communication. Effective communication, the company will stand out over the competition, bringing benefits in the market, as increased sales or raising the quality concept that the public has toward her. This is essential in order to compete in a highly developed consumer society, where the media are full of messages, due to the development of technology and fierce competition in the market. Otl Aicher explains it this way:
"A distinctive corporate image has the advantage of producing a chilling effect out without resorting to verbal self-praise"
At this point we are faced with another concept, that of speech communication. The speech by others should not promise what you can offer the company, because the public, feeling encouraged by this false promise and realize the true situation, is disappointed and creates a situation of rejecting it hurting the institution in terms of its image and its commercial benefit.
For good communication with the public is essential that the whole process of design and creation of the message is carried by a task team interdisiplinado where exchange views and make him joint undertaking tasks, designers and all those involved in the areas process, such as the areas of marketing, sales, technology, logistics, production, etc., polishing the most of the effectiveness of the message.
It is important to clarify that the message should reinforce the emotional attachment to the receiver, selecting all those characteristics that he understands and shares, and that make you identified in the message.
Do not forget that communication design is the essence of the company and not the packaging.

What is design?

The human being inserted in their environment and conditioned by it, must meet a variety of needs, whether material or spiritual, which means he poses. Based on this view, is the design, to meet those needs. The definition of design González Ruiz about us closer to the concept:
"Creation and development process by which the designer translates a purpose in a way."
This speaks of the creation process, which indicates that the design is a mental process, to imagine, to project. The designer identifies the problem and the project is targeted, in order to do something, to give way to a function.
The design, as generally believed, not the created object itself, but the mental process by which it is reached.
The design scope is very broad and there is a solution for every need, or at least we like to think so, and every area of ​​our environment presents us with one. The scope will address is that of communication, as our specific function, the graphic designer is to communicate. Our designer products are developed on a physical medium.
The graphic designer shapes visual communications that are presented. This is clearly expressed in the definition to Jorge Frascara:
"The graphic designer works in interpreting, sorting and display messages. Their sensitivity to the form must be parallel to its sensitivity to the content."
Here we talk about consistency between the content (the meaning of the message) and form (the realization of it), and we pay great importance to what we want to communicate, a task for which the sender of the message (usually a company) has called us.
Graphic design is not a pure art, because as he explains Jorge Frascara "The designer, unlike the artist, it is usually the source of messages it conveys, but the actor."
This will mean that the message has to agree, and above all it must be clear to the recipient of the message. The codes used in the message, must be shared by the recipient and be designed according to the same.
Given that the role of graphic design is to shape the message, we have to bear in mind that these messages have an important social function, since they go to the people and therefore the designer must take a number of responsibilities.
Jorge Frascara distinguishes at least four areas of responsibility:

A - Professional Responsibility: The responsibility of the designer to the client and the public, to create a message that is detectable, discriminable, attractive and convincing.

B - Ethical Responsibility: Creating messaging that support basic human values.

C - Social Responsibility: The production of messages that make a positive contribution to society, or at least, who do not mind a negative contribution.

D - Cultural Responsibility: Creating visual objects that contribute to the cultural development beyond the operational objectives of the project.

Graphic design, communication re-done, can be defined by three elements:

Persuasion: Try to convince the receiver that there is more than a reasonable choice, through emotional values. The message is intended to affect the knowledge, attitudes and behavior of people.

Identification: context element distinguishes through neutral values ​​that serve for recognition.

Information: It refers to the communication objective events. Values ​​functional, utilitarian and rational.

Referring to the creative process of design, to get to the solution, we will take as regards the program poses Bruno Munari, to appear a guide in which to reach the solution, detailing the actions to be timely:
1 - Problem
2 - Defining the problem
3 - Elements of the problem
4 - Data Collection
5 - Data Analysis
6 - Creativity
7 - Materials, Technology
8 - Experimentation
9 - Model
10 - Verification
11 - Construction Drawings
12 - Solution
In the creative stage is when, in a moment of "enlightenment", we come to the guiding idea that emerged from the data analysis because the problem is the solution. The idea, in this way, will be a change in point of view the problem in an original, never before addressed, will be an unexpected obiedad applying the test of common sense.
A finding that the message has been effective in the receiver, is also part of the design process.
The design should not have any fear of extremely simple solutions, if they agree to anything, nor be "lukewarm" when siding with a concept or form.
As we have seen, the act of designing is left to chance, or to taste of the designer, but is governed by an orderly system of actions, which given the problem give a possible solution, changing the perspective of looking at it. This solution will have a form (signifier) ​​and function (meaning). From this we can deduce that the design is the art of permanent redefinition.

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