Graphic design has come a long way from its traditional hand-drawn origins, with more tools available to combine ideas, text and images into a piece of art that engages its audience. It’s unquestionable to say graphic design has evolved over the years, making use of new inventions to create inspiring work.
The changing styles of the modern world and inspiration everywhere you look have allowed graphic designers to embrace the trends in design and consistently meet the expectations of their industry. For the unassuming consumer, graphic designers are the masters of manipulation; they know what people want before the people themselves want it.
Technology has changed graphic design significantly and it is hard to imagine it any differently. The launch of the Mac computer changed graphic design, leading to a major shift into the digital world. Digital devices have revolutionised how people communicate, socialise and work, including for designers.
Graphic design has become more immersive and the developments in technology mean designers don’t have to guess what the market wants. Companies are utilising design technology more and more, and investment in the sector has risen dramatically. With design focused on digital creations, companies can analyse in real-time to find out what graphics work and what has the biggest impact on consumers and revenue.
When graphic design was first used in marketing, artists were focused on logo, leaflets and banner design, and it was only an occasional project. Today, it is an integral part of branding strategy, with many top companies using graphic design daily in advertising and social media. Customers don’t respond as well to stock images and graphic design allows companies to add a personal and unique touch to their marketing, easily setting them apart from competitors – and more likely to receive a positive response from their audience!
Technological development has allowed designers to incorporate the consumer behaviour and psychology into their work. They can look at how people react to graphic design and the impact colour and shapes have. Knowing this, designers can make responsive work for various formats and channels – your apps, desktop and mobile browsing graphics have all been carefully considered for your enjoyment.
The digital revolution has also had an impact on the role of graphic designers, who have now become an essential part of marketing teams (yay!). Brands rely on designers to establish their presence both online and off to build recognition and it is not just about artwork. Graphic design now brings together words, images and tone to create content that connects with the audience, providing an experience, not just something that is easy on the eyes!
It is unlikely graphic design will veer away from the digital in the future – unless something better is invented! Going digital has changed how graphic designers approach their work; there are no assumptions made on how consumers respond as there is data, studies and surveys available that indicate trends and behaviour. As artificial intelligence enters the design world too, it may be possible to learn how people respond without the need to ask, leading to more intuitive design methods.
Like with many aspects of advertising, there is a want and need to market to the individual. When consumers know companies have expertise and tools at the disposal to make things unique, they expect to have personalised user experiences.
Graphic design is a vital form of communication that businesses should invest in; it can be used in something small like a magazine ad or something big like a company’s re-branding. At Bluesoup, we have experienced designers that can turn your vision into something real and effective – just get in touch and we will go from there!
