Up until the late 20th century, the graphic-design discipline was based on handicraft processes: layouts were drawn by hand in order to visualise an idea; type was specified and ordered from a typesetter; and type proofs and photostats of images were assembled into position on heavy paper or card for photo copying and platemaking. Over the course of the 1980s and early ’90s, however, rapid advances in digital pc hardware and software utterly altered graphic design.
Software for Apple’s 1984 Macintosh computer, such as the MacPaint program developed by computer programmer Bill Atkinson and graphic designer Susan Kare, had a revolutionary human interface. Tool icons controlled by a mouse or graphics tablet enabled designers and artists to use computer graphics in a new, intuitive manner. The Postscript™ page-description language from Adobe Systems, Inc., allowed for pages of type and graphics to be assembled onto graphic designs on-screen. By the mid-1990s, the development of graphic design from a drafting-table action to an on-screen computer activity was fundamentally complete.
Personal computers placed typesetting tools into the realm of individual designers, and thus a period of experimentation began in the creation of new and unusual fonts and page layouts. Type and images were layered, fragmented, and dismembered; type columns were overlapped and run at very long or short line lengths, and the sizes, weights, and fonts were changed within single headlines, columns, and words. Much of this type of research occurred in design education at art schools and universities. American designer David Carson, art director of Beach Culture magazine in 1989-91, Surfer in 1991-92, and Ray Gun magazine in 1992-96, captured the imagination of a youthful audience by taking such an experimental approach into graphic design.
Fast growth in onscreen software also allowed designers to make elements transparent; to stretch, scale, and bend elements; to layer type and images in space; and to blend imagery into complex montages. For example, in a United States postage stamp from 1998, designers Ethel Kessler and Greg Berger digitally montaged John Singer Sargent’s portrait of Frederick Law Olmsted with an image of New York’s Central Park, a site plan, and botanical art to commemorate the landscape architect. Placed together, these images create a rich expression of Olmsted’s life and work.
The digital transition in graphic design was shortly followed by public access to the Internet. A completely new operation of graphic design activity mushroomed in the mid-1990s when Internet business became a growing sector of the global economy, causing companies and businesses to quickly establish web-sites. Designing a Web site involves the layout of screens of information rather than of pages, but approaches to the use of type, images, and colour are similar to those used for print. Web design, however, requires a myriad of new considerations, including designing for navigation around the web-site and for using hypertext links to jump to additional information. An example of strong Web design is the Herman Miller for the Home Web site, designed by BBK Studio in 1998. These designers created a strong visual identity, effective navigation, and informational clarity. Attributes that contributed to the effectiveness of this website included a consistent colour palette, an informative use of pictures of products, and a scrolling imagery of products.
Because of the world-wide attraction and reach of the Internet, the graphic-design business is becoming increasingly global in scope. Moreover, the merging of motion graphics, animation, video feeds, and music into website design has brought about the merging of traditional print and broadcast media. As kinetic media expand from motion pictures and basic television to scores of cable-television channels, video games, and animated Web sites, motion graphics are becoming an increasingly important area of graphic design.
In the 21st century, graphic design is everywhere; it is a major component of our complex print and electronic information systems. It permeates contemporary society, bringing information, product identification, entertainment, and persuasive messages. The ongoing advancing of technology has changed dramatically the way graphic designs are created and distributed to a mass market. However, the fundamental role of the graphic designer, giving creative form and clarity of content to communicative messages, remains the same.
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