Discipline developed without much theoretical reflection.
It has evolved into a sophisticated practice in a piecemeal fashion, but without a critical apparatus.
Just one aspect of graphic design has attracted some discussion: visual style. It was viewed only from an esthetic perspective.
This flaw has led to several distortions --> inappropriate language to a mass communication because of the lack of shared codes.
working definition: Graphic design is the activity that organizes visual communication in society.
There is something more than the esthetic aspect, it has a social responsibility.
There is a perceptual and a behavioral concern.
Perceptual concern: it involves visual detection problems sometimes, and communication problems all the time.
Behavioral concern: it has to do with the way graphic communications affect the attitudes and conduct of their audiences.
Graphic design cannot be understood in isolation but only within a communication system.
Graphic design transcends the realm of esthetics
working definition: quality in graphic design is measured by the changes it produces in the audience.
Perceptual psychology: rules for composition (Gestalt)
Communication efficiency: studies of legibility
1950's-1960's: Signs became signage systems and logos became corporate identities.
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.
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.
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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.
The final objective of every communication design is some kind of behavioral change.
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
So graphic design includes ethics and esthetics.