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(working definition: quality in graphic design is measured by the changes…
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working definition: quality in graphic design is measured by the changes it produces in the audience.
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In the past, the receivers of graphic design messages were discovered as an active part of the communication process.
Initially they were perceived basically as decoders, and so the objective of graphic designers was to produce clear communications.
After the 1950's it became clear that advertising design was a contributing factor for the success of a business --> indispensable component of the advertising field.
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In graphic design education the implications are obvious: the traditional art school cannot provide a full answer.
The real measure of the quality of the design lies in its contribution to the reduction of accidents.
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It is important to develop an awareness of the essential problems of graphic design --> it is first and foremost human communication.
It is also important to recognize the receiver as active participant in the construction of the message.
The decision relating to visual aspects of te design should be based not only on compositional concerns, but also, on the study of human communication
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The solution to a client's need is not the production of the visual communication; it is the modification of people's attitudes or abilities in one way to another. This modification an be: a change, a reinforcement or a facilitation.
