What is graphic design?
While I could easily pull standard definitions from various sources, I am going to define this term myself in order to give you an idea of how I feel about it and tend to practice it.
Graphic design, essentially, is the art of communication. Artists use a vast array of tools at his exposure, some more technological and others more classical, in order to deliver a message in the most clear, concise, efficient, and effective manner they possibly can.
Function > Form
One of the most basic and essential fundamentals of this artistic practice is the idea that "form follows function". In other words, the primary focus of the designer is to ensure that the subject matter is expressed in the manner it was intended. Every minute detail of the design has a purpose, none of it being superfluous ornamentation. Graphics, images, text styles and layout are used in order to have a page be viewed in a specific manner and page elements to be read in a set priority. As a result of this concentration, the aesthetic beauty in the material will come forth naturally.
Form = Content
The other principle that contributes to the "look" of the finished piece is the attention to the connectedness of form & content. So the appearance of the book cover, for example, completely relies on the message therein and the story contained determines the visuals of the jacket. In essence, when viewing a piece of graphic design the audience should get a sense of what the subject is without even reading a word.
Graphic Design: The Business Model vs. The Artform
These ideas might go against what most people think of when they imagine the job of a graphic designer. It seems that the general public have the impression that a designer just plays with some fonts, placement and images in order to make the ad, brochure, poster, etc. "look good".
This general consensus is not entirely the fault of the people who share this view. There are indeed plenty of workmen classifying themselves as performing "graphic design" while they really just haphazardly do what I have described above.
There are even many websites where you can submit your job request to a graphic design assembly line, so to speak, that will have one of their many overseas affiliates plug your content into their computer, fashion it to fit into one of their cookie-cutter templates, and churn it back to you in record time with a super cheap set price.
And, much of the time, the client seeking the design services are perfectly pleased with these methods as it does sometimes seem to look okay. Thus, the job is done, right?
Let's follow the lead of those getting the results that you desire. Do you think the multi-million dollar companies are working with businesses who use template designs? Or does it make too much sense that this type of cookie-cutter approach will produce unoriginal layouts that will have you blending in with all of the other material out there?
Well I can tell you, as one who has experience designing for such businesses, including working for the internal design lab of a Fortune 500 company, that they most certainly do not. They commission their work to world-class designers who have spent years studying the art before spending further years practicing it. These super-businesses entrust the future of what they have built to those who have creative chops to show; will dedicate themselves to each and every one of their projects; invest the needed research into the company, competitors, audience & material; and follow the assignment through until the absolute solution is achieved.
This caliber of design will have your message resonating with your audience before the words are even read. They will get a clear picture of what you're aiming to convey in the priority of order you mean for it to be read. The content is visually aligned with your business and your company's mission.
It doesn't have to be just the business elites to take advantage of this quality of service. While I have spent plenty of time working for this sector and completely value the experience for how it has shaped me and my craft, my current priorities have me very pleased to serve all sorts. I have since created material for a wide mix, from independent functions to startup ventures to age-old local family businesses to international services to big corporations. Non of it is too large or small for the grasp of Canistel Design, as the material doesn't need to conform to or work within the boundaries of a template or strict style. Each project is individually hand-created, graphic-by-graphic, and tailored to your subject matter.