With the rise of user-friendly design software, many people now consider themselves graphic design experts. In fact, after editing a few Canva templates, they have updated their LinkedIn profiles to claim expertise in communications. Supervisors have placed more demands on graphic designers, citing the ease with which anyone can now design whatever they need. However, simply editing a Canva template doesn’t necessarily equate to creating effective, professional designs much as these softwares continue to make the process of graphic design easier. Graphic design is a complex discipline involving both art and science.
The Art and Science of Graphic Design
Graphic design is a form of visual communication that uses images, typography, and layout to convey messages effectively. It’s a process that requires a deep understanding of visual rhetoric, which involves using design elements to persuade, inform, or motivate an audience.
The Rhetorical Genre in Graphic Design
Almeida (2009) identifies three key aspects of the rhetorical genre in graphic design:
- Discursive Functions: These include information summarization, juxtaposition, narration, and exposition.
- Expressive Patterns: This refers to the presentation of information for public consumption, such as advertising.
- Graphic Medium: This encompasses the production, reproduction, and distribution of graphic designs.
The Building Blocks of Graphic Design
Graphic designers use various elements, including lines, shapes, texture, space, size, value, color, balance, rhythm, emphasis, and unity, to create effective designs. These elements must be used in harmony to achieve a cohesive and visually appealing outcome.
Design Principles for Effective Communication
To ensure their designs are visually appealing and communicate effectively, graphic designers adhere to principles such as balance, proximity, alignment, repetition, contrast, and white space. These principles, first conceptualized by Armstrong (2012), are essential for creating visually harmonious and impactful designs.
The Importance of Professional Expertise
While anyone can edit a Canva template, professional graphic designers possess the skills and knowledge to create designs that are not only visually appealing but also effective in achieving their intended goals. They understand the nuances of color theory, typography, and layout, and can create custom designs that are tailored to specific needs.
Why your Graphic Design does not resemble the template you used
Your organization’s colors may have different weights than those used in the template. This means that applying your theme colors can affect the graphic’s unity, visual weight, and balance, as all colors have different visual weights that impact the harmony and unity of the graphic design. Now you understand why your graphic design, based on someone else’s template, might not look as polished as theirs.
The final graphic design is not always the final
As a graphic designer, you will receive a lot of feedback from supervisors and consumers of your products. Listen to them carefully, especially the consumers. However, it can be exhausting to produce numerous final versions. Therefore, you should not be surprised when you encounter interesting file names such as “Attestedmedia Final with edits,” “final final draft agreed,” “final 0,” “final for sharing,” etc.
In conclusion, graphic design is a complex discipline that requires a combination of artistic skill and technical knowledge. While user-friendly design tools have made it easier for anyone to create basic designs, professional graphic designers possess the expertise to create truly exceptional and impactful work.
References
Almeida, C. de. (2009). The Rhetorical Genre in Graphic Design: Its Relationship to Design Authorship and Implications to Design Education. Journal of Visual Literacy, 28(2), 186–198. https://doi.org/10.1080/23796529.2009.11674668
Armstrong, H. (2012). Graphic design theory: Readings from the field. Princeton Architectural Press : Made available through hoopla.
Oladumiye, E. B. (2018). Graphic Design Theory Research and Application in Packaging Technology. Art and Design Review, 06(01), 29–42. https://doi.org/10.4236/adr.2018.61003