Composition

In the visual arts — in particular painting, graphic design, photography and sculpture — composition is the placement or arrangement of visual elements or ingredients in a work of art. It can also be thought of as the organization of the elements of art according to the principles of art.

The term composition means 'putting together,' and can apply to any work of art, from music to writing, that is arranged or put together using conscious thought. In the visual arts, composition is often used interchangeably with various terms such as design, form, visual ordering, or formal structure, depending on the context. In graphic design and desktop publishing, composition is commonly referred to as page layout.

Elements of design

The various visual elements, known as elements of design, formal elements, or elements of art, are the vocabulary with which the visual artist composes. These elements in the overall design usually relate to each other and to the whole art work.

The elements of design are:

• Line - the visual path that enables the eye to move within the piece
• Shape - areas defined by edges within the piece, whether geometric or organic
• Color - hues with their various values and intensities
• Texture - surface qualities which translate into tactile illusions
• Direction - visual routes which take vertical, horizontal or diagonal paths
• Size - the relative dimensions and proportions of images or shapes to one another
• Perspective - expression of depth: foreground, middle ground, background
• Space - the space taken up by (positive) or in between (negative) objects

Line & Shape

Literal lines do not exist in nature, but are the optical phenomena created when surfaces curve away from the viewer. Nonetheless, line-like shapes are for all intents considered line elements by the artist; for example, telephone and power cables or rigging on boats. Any such elements can be of dramatic use in the composition of the image. Additionally, less obvious lines can be created, intentionally or not, which influence the direction of the viewer's gaze. These could be the borders of areas of differing color or contrast, or sequences of discrete elements, or the artist may exaggerate or create lines perhaps as part of his style, for this purpose. Many lines without a clear subject point suggest chaos in the image and may conflict with the mood the artist is trying to evoke.

Movement is also a source of line, and blur can also create a reaction. Subject lines by means of illusion contribute to both mood and linear perspective, giving the illusion of depth. Oblique lines convey a sense of movement and angular lines generally convey a sense of dynamism and possibly tension. Lines can also direct attention towards the main subject of picture, or contribute to organization by dividing it into compartments.

The brain often unconsciously reads near continuous lines between different elements and subjects at varying distances.

Straight Line

Horizontal, vertical, and angled lines all contribute to creating different moods of a picture. The angle and the relationship to the size of the frame both work to determine the influence the line has on the image. They are also strongly influenced by tone, color, and repetition in relation to the rest of the photograph. Horizontal lines, commonly found in landscape photography, gives the impression of calm, tranquility, and space. An image filled with strong vertical lines tends to have the impression of height, and grandeur. Tightly angled convergent lines give a dynamic, lively, and active effect to the image. Viewpoint is very important when dealing with lines particularly in photography, because every different perspective elicits a different response to the photograph.

Curved Line

Curved lines are generally used to create a sense of flow within an image. They are also generally more aesthetically pleasing, as we associate them with soft things. Compared to straight lines, curves provide a greater dynamic influence in a picture.

In photography, curved lines can give gradated shadows when paired with soft-directional lighting, which usually results in a very harmonious line structure within the image.

Color

Color is characterized by attributes such as hue, value, and saturation. Colors have been associated with different moods, dependant on the society of the time. For example, white has long been viewed as purity, whereas it can also take slightly different meanings such as peace and innocence.

Principle of organization

The artist determines what the centre of interest (focus in photography) of the art work will be, and composes the elements accordingly. The gaze of the viewer will then tend to linger over these points of interest. Elements are arranged with consideration of several factors (known variously as the principles of organization, principles of art, or principles of design) into a harmonious whole which works together to achieve produce the desired statement — a phenomenon commonly referred to as unity. Such factors in composition should not be confused with the elements of art (or elements of design) themselves. For example, shape is an element; the usage of shape is characterized by various principles.

Some principles of organization affecting the composition of a picture are:

• Shape and proportion
• Balance among the elements
• Harmony, or consistency among the elements
• The orientation of elements
• The area within the field of view used for the picture ("cropping")
• The path or direction followed by the viewer's eye when they observe the image.
• Negative space
• Colour
• Contrast: the value, or degree of lightness and darkness, used within the picture.
• Geometry: for example, use of the golden mean
• Rhythm
• Illumination or lighting
• Repetition (Sometimes building into pattern; rhythm also comes into play, as does geometry)
• Perspective
• Breaking the rules can create tension or unease

Viewpoint

The position of the viewer can strongly influence the aesthetics of an image, even if the subject is entirely imaginary and viewed "within the mind's eye". Not only does it influence the elements within the picture, but it also influences the viewer's interpretation of the subject.

For example, if a boy is photographed from above, perhaps from the eye level of an adult, he is diminished in stature. A photograph taken at the child's level would treat him as an equal, and one taken from below could result in an impression of dominance. Therefore, the photographer is choosing the viewer's positioning.

A subject can be rendered more dramatic when it fills the frame. There exists a tendency to perceive things as larger than they actually are, and filling the frame fulfills this psychological mechanism. This can be used to eliminate distractions from the background.

In photography, altering the position of the camera can change the background so that the subject has fewer distractions to with which to compete. This may be achieved by getting closer, moving laterally, or moving the camera vertically.

Compositional Techniques

There are numerous approaches or "compositional techniques" to achieving a sense of unity within an artwork, depending on the goals of the artist. For example, a work of art is said to be aesthetically pleasing to the eye if the elements within the work are arranged in a balanced compositional way. However, there are artists such as Salvador Dali whose sole aim is to disrupt traditional composition and challenge the viewer to rethink balance and design elements within art works.

Conventional composition can be achieved by utilizing a number of techniques:

Rule of thirds

The rule of thirds is a guideline commonly followed by visual artists. The objective is to stop the subject(s) and areas of interest (such as the horizon) from bisecting the image, by placing them near one of the lines that would divide the image into three equal columns and rows, ideally near the intersection of those lines.

Rule of odds

The rule of odds states that by displaying an odd number of objects, there is always one in the middle that is "framed" by the surrounding objects. This adds comfort to the artwork and is used in advertising quite often.

Rule of space

The rule of space applies to artwork (photography, advertising, illustration) picturing object(s): - to which the artist wants to apply the illusion of movement, or - which is supposed to create a contextual bubble in the viewer's mind.

This can be achieved by e.g. leaving white space in the direction the eyes of a portrayed person are looking at. Another example would be when picturing a runner, adding whitespace behind him rather than in front of him to indicate movement.

Simplification

Images with clutter can distract from the main elements within the picture and make it difficult to identify the subject. By decreasing the extraneous content, the viewer is more likely to focus on the primary objects. Clutter can also be reduced through the use of lighting, as the brighter areas of the image tend to draw the eye, as do lines, squares and colour. In painting, the artist may use less detailed and defined brushwork towards the edges of the picture.

Limiting focus

In photography, and also (via software simulation of real lens limitations) in 3D graphics, one approach to achieving simplification is to use a wide aperture when shooting to limit the depth of field. When used properly in the right setting, this technique can place everything that is not the subject of the photograph out of focus. A similar approach, given the right equipment, is to take advantage of the Scheimpflug principle to change the plane of focus.

Geometry & Symmetry

The "rule of odds" suggests that an odd number of subjects in an image is more interesting than an even number. Thus if you have more than one subject in your picture, the suggestion is to choose an arrangement with at least three subjects. An even number of subjects produces symmetries in the image, which can appear less natural for a naturalistic, informal composition.

Related to the rule of odds is the observation that triangles are an aesthetically pleasing implied shape within an image. In a canonically attractive face, the mouth and eyes fall within the corners of the area of an equilateral triangle. Paul Cézanne successfully used triangles in his compositions of still lifes.

Other Techniques

• There should be a centre of interest or focus in the work, to prevent it becoming a pattern in itself;
• The direction followed by the viewer's eye should lead the viewer's gaze around all elements in the work before leading out of the picture;
• The subject should not be facing out of the image;
• A moving subject should have space in front;
• Exact bisections of the picture space should be avoided;
• Small, high contrast, elements have as much impact as larger, duller elements;
• The prominent subject should be off-centre, unless a symmetrical or formal composition is desired, and can be balanced by smaller satellite elements
• the horizon line should not divide the art work in two equal parts but be positioned to emphasize either the sky or ground; showing more sky if painting is of clouds, sun rise/set, and more ground if a landscape

Page Layout

Page layout is the part of graphic design that deals in the arrangement and style treatment of elements (content) on a page. Beginning from early illuminated pages in hand-copied books of the Middle Ages and proceeding down to intricate modern magazine and catalog layouts, proper page design has long been a consideration in printed material. With print media, elements usually consist of type (text), images (pictures), and occasionally place-holder graphics for elements that are not printed with ink such as die/laser cutting, foil stamping or blind embossing.

Since the advent of personal computing, page layout skills have expanded to electronic media as well as print media. The electronic page is better known as a graphical user interface (GUI) when interactive elements are included. Page layout for interactive media overlaps with (and is often called) interface design. This usually includes interactive elements and multimedia in addition to text and still images. Interactivity takes page layout skills from planning attraction and eye flow to the next level of planning user experience in collaboration with software engineers and creative directors.^{[citation needed]}

A page layout may be designed in a rough paper and pencil sketch before producing, or produced during the design process to the final form. Both design and production may be achieved using hand tools or page layout software. Producing the most popular electronic page (the web page) may require knowledge of markup languages along with WYSIWYG editors to compensate for incompatibility between platforms. Special considerations must be made for how the layout of an HTML page will change (reflow) when resized by the end-user. Cascading style sheets are often required to keep the page layout consistent between web browsers.

Visual Arts

The visual arts are art forms that focus on the creation of works which are primarily visual in nature, such as painting, photography, printmaking, and filmmaking. Those that involve three-dimensional objects, such as sculpture and architecture, are called plastic arts. Many artistic disciplines (performing arts, language arts, textile arts, and culinary arts) involve aspects of the visual arts as well as other types, so these definitions are not strict.

The current usage of the term "visual arts" includes fine arts as well as crafts, but this was not always the case. Before the Arts and Crafts movement in Britain and elsewhere at the turn of the 20th century, "visual artist" referred to a person working in the fine arts (such as painting, sculpture, or printmaking) and not the handicraft, craft, or applied art disciplines. The distinction was emphasized by artists of the Arts and Crafts movement who valued vernacular art forms as much as high forms. The movement contrasted with modernists who sought to withhold the high arts from the masses by keeping them esoteric. Art schools made a distinction between the fine arts and the crafts in such a way that a craftsperson could not be considered a practitioner of art.

Drawing

Drawing is a means of making an image, using any of a wide variety of tools and techniques. It generally involves making marks on a surface by applying pressure from a tool, or moving a tool across a surface using dry media such as graphite pencils, pen and ink, inked brushes, wax color pencils, crayons, charcoals, pastels, and markers. Digital tools which simulate the effects of these are also used. The main techniques used in drawing are: line drawing, hatching, crosshatching, random hatching, scribbling, stippling, and blending. An artist who excels in drawing is referred to as a draftsman or draughtsman".

Painting

Painting taken literally is the practice of applying pigment suspended in a carrier (or medium) and a binding agent (a glue) to a surface (support) such as paper, canvas or a wall. However, when used in an artistic sense it means the use of this activity in combination with drawing, composition and other aesthetic considerations in order to manifest the expressive and conceptual intention of the practitioner. Painting is also used to express spiritual motifs and ideas; sites of this kind of painting range from artwork depicting mythological figures on pottery to The Sistine Chapel to the human body itself.

Printmaking

Printmaking is creating for artistic purposes an image on a matrix which is then transferred to a two-dimensional (flat) surface by means of ink (or another form of pigmentation). Except in the case of a monotype, the same matrix can be used to produce many examples of the print. Historically, the major techniques (also called media) involved are woodcut, line engraving, etching, lithography, and screenprinting (serigraphy, silkscreening) but there are many others, including modern digital techniques. Normally the surface upon which the print is printed is paper, but there are exceptions, from cloth and vellum to modern materials. Prints in the Western tradition produced before about 1830 are known as old master prints. There are other major printmaking traditions, especially that of Japan (ukiyo-e).

Photography

Photography is the process of making pictures by means of the action of light. Light patterns reflected or emitted from objects are recorded onto a sensitive medium or storage chip through a timed exposure. The process is done through mechanical, chemical or digital devices known as cameras.

The word comes from the Greek words φως phos ("light"), and γραφις graphis ("stylus", "paintbrush") or γραφη graphê, together meaning "drawing with light" or "representation by means of lines" or "drawing." Traditionally, the product of photography has been called a photograph. The term photo is an abbreviation; many people also call them pictures. In digital photography, the term image has begun to replace photograph. (The term image is traditional in geometric optics.)

Filmmaking

Filmmaking is the process of making a motion-picture, from an initial conception and research, through scriptwriting, shooting and recording, animation or other special effects, editing, sound and music work and finally distribution to an audience; it refers broadly to the creation of all types of films, embracing documentary, strains of theatre and literature in film, and poetic or experimental practices, and is often used to refer to video-based processes as well.

Computer Art

Visual artists are no longer limited to traditional art media. Computers may enhance visual art from ease of rendering or capturing, to editing, to exploring multiple compositions, to printing (including 3D printing.)

Computer art is any art in which computers played a role in production or display of the artwork. Such art can be an image, sound, animation, video, CD-ROM, DVD-ROM, videogame, web site, algorithm, performance or gallery installation. Many traditional disciplines are now integrating digital technologies and, as a result, the lines between traditional works of art and new media works created using computers have been blurred. For instance, an artist may combine traditional painting with algorithm art and other digital techniques. As a result, defining computer art by its end product can thus be difficult. Nevertheless, this type of art is beginning to appear in art museum exhibits.

Computer usage has blurred the distinctions between illustrators, photographers, photo editors, 3-D modelers, and handicraft artists. Sophisticated rendering and editing software has led to multi-skilled image developers. Photographers may become digital artists. Illustrators may become animators. Handicraft may be computer-aided or use computer generated imagery as a template. Computer clip art usage has also made the clear distinction between visual arts and page layout less obvious due to the easy access and editing of clip art in the process of paginating a document, especially to the unskilled observer.

Sculpture

Sculpture is three-dimensional artwork created by shaping or combining hard and or plastic material, sound, and or text and or light, commonly stone (either rock or marble), metal, glass, or wood. Some sculptures are created directly by finding or carving; others are assembled, built up and fired, welded, molded, or cast. Sculptures are often painted ^[1]. A person who creates sculptures is called a sculptor.

Because sculpture involves the use of materials that can be moulded or modulated, it is considered one of the plastic arts. The majority of public art is sculpture. Many sculptures together in a garden setting may be referred to as a sculpture garden.

Typhography

Typography is the art and techniques of arranging type, type design, and modifying type glyphs. Type glyphs are created and modified using a variety of illustration techniques. The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), adjusting the spaces between groups of letters (tracking) and (kerning) adjusting the space between pairs of letters.

Typography is performed by typesetters, compositors, typographers, graphic artists, art directors, comic book artists, and clerical workers. Until the Digital Age, typography was a specialized occupation. Digitization opened up typography to new generations of visual designers and lay users.

History

Etymology: Typography (from the Greek words τύπος typos = "to strike" "That by which something is symbolized or figured …" and γραφία graphia = to write).

Typography traces its origins to the first punches and dies used to make seals and currency in ancient times. The first known movable type printing artifact is probably the Phaistos Disc, though its real purpose remains disputed. The item dates between 1850 BC and 1600 BC, back to Minoan age and is now on display at the archaeological museum of Herakleion in Crete, Greece.

Typography with movable type was separately invented in 11th-century China, and modular movable metal type began in 13th-century China, was developed again in mid-15th century Europe with the development of specialised techniques for casting and combining cheap copies of letterpunches in the vast quantities required to print multiple copies of texts.

Scope

In contemporary use, the practice and study of typography is very broad, covering all aspects of letter design and application. These include:

• typesetting and type design;
• handwriting and calligraphy;
• graffiti;
• inscriptional and architectural lettering;
• poster design and other large scale lettering such as signage and billboards;
• business communications and promotional collateral;
• advertising;
• wordmarks and typographic logos (logotypes);
• apparel (clothing);
• labels on maps;
• vehicle instrument panels;
• kinetic typography in motion picture films and television;
• as a component of industrial design—type on household appliances, pens and wristwatches, for example.
• and as a component in modern poetry (see, for example, the poetry of E. E. Cummings)

Since digitization, typography has spread to a wider ranger of applications, appearing on web pages, LCD mobile phone screens, and hand-held video games. The ubiquity of type has led typographers to coin the phrase "Type is everywhere".

Traditional typography follows four principles: repetition, contrast, proximity, and alignment.

Text Typhography

In traditional typography, text is composed to create a readable, coherent, and visually satisfying whole that works invisibly, without the awareness of the reader. Even distribution with a minimum of distractions and anomalies are aimed at producing clarity and transparency.

Choice of font(s) is perhaps the primary aspect of text typography—prose fiction, non-fiction, editorial, educational, religious, scientific, spiritual and commercial writing all have differing characteristics and requirements. For historic material, established text typefaces are frequently chosen according to a scheme of historical genre acquired by a long process of accretion, with considerable overlap between historical periods.

Contemporary books are more likely to be set with state-of-the-art seriffed "text romans" or "book romans" with design values echoing present-day design arts, which are closely based on traditional models such as those of Nicolas Jenson, Francesco Griffo (a punchcutter who created the model for Aldine typefaces), and Claude Garamond. With their more specialized requirements, newspapers and magazines rely on compact, tightly-fitted text romans specially designed for the task, which offer maximum flexibility, readability and efficient use of page space. Sans serif text fonts are often used for introductory paragraphs, incidental text and whole short articles. A current fashion is to pair sans serif type for headings with a high-performance seriffed font of matching style for the text of an article.

The text layout, tone or color of set matter, and the interplay of text with white space of the page and other graphic elements combine to impart a "feel" or "resonance" to the subject matter. With printed media typographers are also concerned with binding margins, paper selection and printing methods.

Typography is modulated by orthography and linguistics, word structures, word frequencies, morphology, phonetic constructs and linguistic syntax. Typography also is subject to specific cultural conventions. For example, in French it is customary to insert a non-breaking space before a colon (:) or semicolon (;) in a sentence, while in English it is not.

Display Typhography

Display typography is a potent element in graphic design, where there is less concern for readability and more potential for using type in an artistic manner. Type is combined with negative space, graphic elements and pictures, forming relationships and dialog between words and images.

Color and size of type elements are much more prevalent than in text typography. Most display typography exploits type at larger sizes, where the details of letter design are magnified. Color is used for its emotional effect in conveying the tone and nature of subject matter.

Display typography encompasses:

• posters; book covers;
• typographic logos and wordmarks; billboards;
• packaging; on-product typography; calligraphy;
• graffiti; inscriptional and architectural lettering;
• poster design and other large scale lettering signage;
• business communications and promotional collateral; advertising;
• wordmarks and typographic logos (logotypes),
• and kinetic typography in motion pictures and television; vending machine displays; online and computer screen displays.

The wanted poster for the assassins of Abraham Lincoln was printed with lead and woodcut type, and incorporates photography.

Advertising

Typography has long been a vital part of promotional material and advertising. Designers often use typography to set a theme and mood in an advertisement; for example using bold, large text to convey a particular message to the reader. Type is often used to draw attention to a particular advertisement, combined with efficient use of color, shapes and images. Today, typography in advertising often reflects a company's brand. Fonts used in advertisements convey different messages to the reader, classical fonts are for a strong personality, while more modern fonts are for a cleaner, neutral look. Bold fonts are used for making statements and attracting attention.

Inscriptional and architectural lettering

The history of inscriptional lettering is intimately tied to the history of writing, the evolution of letterforms and the craft of the hand. The widespread use of the computer and various etching and sandblasting techniques today has made the hand carved monument a rarity, and the number of lettercarvers left in the USA continues to dwindle.

For monumental lettering to be effective it must be considered carefully in its context. Proportions of letters need to be altered as their size and distance from the viewer increases. An expert letterer gains understanding of these nuances through much practice and observation of their craft. Letters drawn by hand and for a specific project have the possibility of being richly specific and profoundly beautiful in the hand of a master. Each can also take up to an hour to carve, so it is no wonder that the automated sandblasting process has become the industry standard.

To create a sandblasted letter, a rubber mat is laser cut from a computer file and glued to the stone. The sand then bites a coarse groove or channel into the exposed surface. Unfortunately, many of the computer applications, which create these files and interface with the laser cutter, do not have many typefaces available, and often have inferior versions of typefaces that are available. What can now be done in minutes, however, lacks the striking architecture and geometry of the chisel-cut letter which allows light to play across its distinct interior planes.

Graphic Design

The term graphic design can refer to a number of artistic and professional disciplines which focus on visual communication and presentation. Various methods are used to create and combine symbols, images and/or words to create a visual representation of ideas and messages. A graphic designer may use typography, visual arts and page layout techniques to produce the final result. Graphic design often refers to both the process (designing) by which the communication is created and the products (designs) which are generated.

Common uses of graphic design include magazines, advertisements, product packaging and web design. For example, a product package might include a logo or other artwork, organized text and pure design elements such as shapes and color which unify the piece. Composition is one of the most important features of graphic design especially when using pre-existing materials or diverse elements. Graphic Design spans the history of humankind from the caves of Lascaux to the dazzling neons of Ginza. In both this lengthy history and in the relatively recent explosion of visual communication in the 20th and 21st centuries, there is sometimes a blurring distinction and over-lapping of advertising art, graphic design and fine art. After all, they share many of the same elements, theories, principles, practices and languages, and sometimes the same benefactor or client. In advertising art the ultimate objective is the sale of goods and services. In graphic design, "the essence is to give order to information, form to ideas, expression and feeling to artifacts that document human experience."

The advent of printing: History of printing

During the Tang dynasty (618–906) between the 4th and 7th century A.D. wood blocks were cut to print on textiles and later to reproduce Buddhist texts. A Buddhist scripture printed in 868 is the earliest known printed book. Beginning in the 11th century, longer scrolls and books were produced using movable type printing making books widely available during the Song dyanasty (960–1279). Sometime around 1450, Johann Gutenberg's printing press made books widely available in Europe. The book design of Aldus Manutius developed the book structure which would become the foundation of western publication design. This era of graphic design is called Humanist or Old Style.

Emergence of the design industry

In late 19th century Europe, especially in the United Kingdom, the movement began to separate graphic design from fine art. Piet Mondrian is known as the father of graphic design. He was a fine artist, but his use of grids inspired the modern grid system used today in advertising, print and web layout.

In 1849, Henry Cole became one of the major forces in design education in Great Britain, informing the government of the importance of design in his Journal of Design and Manufactures. He organized the Great Exhibition as a celebration of modern industrial technology and Victorian design.

From 1892 to 1896 William Morris' Kelmscott Press published books that are some of the most significant of the graphic design products of the Arts and Crafts movement, and made a very lucrative business of creating books of great stylistic refinement and selling them to the wealthy for a premium. Morris proved that a market existed for works of graphic design in their own right and helped pioneer the separation of design from production and from fine art. The work of the Kelmscott Press is characterized by its obsession with historical styles. This historicism was, however, important as it amounted to the first significant reaction to the stale state of nineteenth-century graphic design. Morris' work, along with the rest of the Private Press movement, directly influenced Art Nouveau and is indirectly responsible for developments in early twentieth century graphic design in general.

Twentieth century design

Who originally coined the term "graphic design" appears to be in dispute. It has been attributed to Richard Guyatt, the British designer and academic, but another source suggests William Addison Dwiggins, an American book designer in the early 20th century.

The signage in the London Underground is a classic of the modern era and used a font designed by Edward Johnston in 1916.

In the 1920s, Soviet constructivism applied 'intellectual production' in different spheres of production. The movement saw individualistic art as useless in revolutionary Russia and thus moved towards creating objects for utilitarian purposes. They designed buildings, theater sets, posters, fabrics, clothing, furniture, logos, menus, etc.

Jan Tschichold codified the principles of modern typography in his 1928 book, New Typography. He later repudiated the philosophy he espoused in this book as being fascistic, but it remained very influential. Tschichold, Bauhaus typographers such as Herbert Bayer and Laszlo Moholy-Nagy, and El Lissitzky are the fathers of graphic design as we know it today. They pioneered production techniques and stylistic devices used throughout the twentieth century. The following years saw graphic design in the modern style gain widespread acceptance and application. A booming post-World War II American economy established a greater need for graphic design, mainly advertising and packaging. The emigration of the German Bauhaus school of design to Chicago in 1937 brought a "mass-produced" minimalism to America; sparking a wild fire of "modern" architecture and design. Notable names in mid-century modern design include Adrian Frutiger, designer of the typefaces Univers and Frutiger; Paul Rand, who, from the late 1930s until his death in 1996, took the principles of the Bauhaus and applied them to popular advertising and logo design, helping to create a uniquely American approach to European minimalism while becoming one of the principal pioneers of the subset of graphic design known as corporate identity; and Josef Müller-Brockmann, who designed posters in a severe yet accessible manner typical of the 1950s and 1960s era.

Applications

From road signs to technical schematics, from interoffice memorandums to reference manuals, graphic design enhances transfer of knowledge. Readability is enhanced by improving the visual presentation of text.

Design can also aid in selling a product or idea through effective visual communication. It is applied to products and elements of company identity like logos, colors, and text. Together these are defined as branding. See advertising. Branding has increasingly become important in the range of services offered by many graphic designers, alongside corporate identity, and the terms are often used interchangeably.

Textbooks are designed to present subjects such as geography, science, and math. These publications have layouts which illustrate theories and diagrams. A common example of graphics in use to educate is diagrams of human anatomy. Graphic design is also applied to layout and formatting of educational material to make the information more accessible and more readily understandable.

Graphic design is applied in the entertainment industry in decoration, scenery, and visual story telling. Other examples of design for entertainment purposes include novels, comic books, opening credits and closing credits in film, and programs and props on stage.

From scientific journals to news reporting, the presentation of opinion and facts is often improved with graphics and thoughtful compositions of visual information - known as information design. Newspapers, magazines, blogs, television and film documentaries may use graphic design to inform and entertain. With the advent of the web, information designers with experience in interactive tools such as Adobe Flash are increasingly being used to illustrate the background to news stories.

Skills

A graphic design project may involve the stylization and presentation of existing text and either preexisting imagery or images developed by the graphic designer. For example, a newspaper story begins with the journalists and photojournalists and then becomes the graphic designer's job to organize the page into a reasonable layout and determine if any other graphic elements should be required. In a magazine article or advertisement, often the graphic designer or art director will commission photographers or illustrators to create original pieces just to be incorporated into the design layout. Contemporary design practice has been extended to the modern computer, for example in the use of WYSIWYG user interfaces, often referred to as interactive design, or multimedia design.

Visual Arts

Before any graphic elements may be applied to a design, the graphic elements must be originated by means of visual art skills. These graphics are often (but not always) developed by a graphic designer. Visual arts include works which are primarily visual in nature using anything from traditional media, to photography or computer generated art. Graphic design principles may be applied to each graphic art element individually as well as to the final composition.

Typography

Typography is the art, craft and techniques of type design, modifying type glyphs, and arranging type. Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing.

Typography is performed by typesetters, compositors, typographers, graphic artists, art directors, and clerical workers. Until the Digital Age, typography was a specialized occupation. Digitization opened up typography to new generations of visual designers and lay users.

Page layout

Page layout is the part of graphic design that deals in the arrangement and style treatment of elements (content) on a page. Beginning from early illuminated pages in hand-copied books of the Middle Ages and proceeding down to intricate modern magazine and catalog layouts, proper page design has long been a consideration in printed material. With print media, elements usually consist of type (text), images (pictures), and occasionally place-holder graphics for elements that are not printed with ink such as die/laser cutting, foil stamping or blind embossing.

Interface Design

Graphic designers are often involved in interface design, such as web design and software design when end user interactivity is a design consideration of the layout or interface. Combining visual communication skills with the interactive communication skills of user interaction and online branding, graphic designers often work with software developers and web developers to create both the look and feel of a web site or software application and enhance the interactive experience of the user or web site visitors.

Printmaking

Printmaking is the process of making artworks by printing, normally on paper. Except in the case of monotyping, the process is capable of producing multiples of the same piece, which is called a print. Each piece is not a copy but an original since it is not a reproduction of another work of art and is technically known as an impression. Painting or drawing, on the other hand, create a unique original piece of artwork. Prints are created from a single original surface, known technically as a matrix. Common types of matrices include: plates of metal, usually copper or zinc for engraving or etching; stone, used for lithography; blocks of wood for woodcuts, linoleum for linocuts and fabric plates for screen-printing. But there are many other kinds, discussed below. Works printed from a single plate create an edition, in modern times usually each signed and numbered to form a limited edition. Prints may also be published in book form, as artist's books. A single print could be the product of one or multiple techniques.

Tools

Critical, observational, quantitative and analytic thinking are required for design layouts and rendering. If the executor is merely following a sketch, script or instructions (as may be supplied by an art director) they are not usually considered the author. The layout is produced using external traditional or digital image editing tools. Selecting the appropriate tools for each project is critical in how the project will be perceived by its audience.

In the mid 1980s, the arrival of desktop publishing and graphic art software applications introduced a generation of designers to computer image manipulation and creation that had previously been manually executed. Computer graphic design enabled designers to instantly see the effects of layout or typographic, and to simulate the effects of traditional media without requiring a lot of space. However, traditional tools such as pencils or markers are often used to develop ideas even when computers are used for finalization.

Computers are generally considered to be an indispensable tool used in the graphic design industry. Computers and software applications are generally seen, by creative professionals, as more effective production tools than traditional methods. However, some designers continue to use manual and traditional tools for production, such as Milton Glaser.

New ideas can come by way of experimenting with tools and methods. Some designers explore ideas using pencil and paper to avoid creating within the limits of whatever computer fonts, clipart, stock photos, or rendering filters (e.g. Kai's Power Tools) are available on any particular configuration. Others use many different mark-making tools and resources from computers to sticks and mud as a means of inspiring creativity. One of the key features of graphic design is that it makes a tool out of appropriate image selection in order to convey meaning.

Computer and the creative process

There is some debate whether computers enhance the creative process of graphic design. Rapid production from the computer allows many designers to explore multiple ideas quickly with more detail than what could be achieved by traditional hand-rendering or paste-up on paper, moving the designer through the creative process more quickly. However, being faced with limitless choices does not help isolate the best design solution and can lead to designers endlessly iterating without a clear design outcome.

A graphic designer may use sketches to explore multiple or complex ideas quickly without the potential distractions of technical difficulties from software malfunctions or learning the software.^{[citation needed]} Hand rendered comps are often used to get approval of an idea execution before investing time to produce finished visuals on a computer or in paste-up. The same thumbnail sketches or rough drafts on paper may be used to rapidly refine and produce the idea on the computer in a hybrid process. This hybrid process is especially useful in logo design^[13] where a software learning curve may detract from a creative thought process. The traditional-design/computer-production hybrid process may be used for freeing one's creativity in page layout or image development as well. Traditional graphic designers may employ computer-savvy production artists to produce their ideas from sketches, without needing to learn the computer skills themselves. However, this practice is less utilized since the advent of desktop publishing and its integration with most graphic design courses.

Occupations

Graphic design career paths cover all ends of the creative spectrum and often overlap. The main responsibilities (not necessarily titles) include graphic designer, art director, creative director, and the entry level production artist. Depending on the industry served, the responsibilities may have different titles such as "DTP Associate" or "Graphic Artist," but the graphic design principles usually remain consistent. The responsibilities may come from or lead to specialized skills such as illustration, photography or interactive design.