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Glossary of Terms - Graphic Design

Graphic design is a form of design, a creative process that can be defined as involving development and innovation. Graphic design is essentially a form of communication that aims to combine images, usually either photographic or graphic, and copy to convey information to a target audience. Graphic design involves a number of processes such as concept development, layout, image selection, colour selection and typography.

The graphic design process is required to produce a wide variety of marketing materials including logos, brochures/leaflets, mail shots, advertising, posters and websites. Graphic design for websites is somewhat different to that for design for print items and this type of ‘electronic’ graphic design is usually known as interative or multimedia graphic design.

The objective of graphic design is to influence customer behavior patterns in a positive manner e.g. to influence them to begin purchasing from a certain business or to influence existing customers to purchase more. Graphic design can do this by convincingly conveying the reasons why the customer should make purchases. This process can take the form of re-assurance as in the case of a well designed logo or alternatively graphic design may influence the customer more directly with an effective advertisement or brochure which explains the reasons for purchase.

Graphic design usually involves several processes and graphic designers go through long training programmes to attain their skills. Usually a graphic design studio will be headed by a Creative Director and/or an Art Director who will use their experience and knowledge to guide the less experienced staff. Often graphic design studios use teams of Creative Directors and Copywriters to achieve the best results for clients.

Graphic design is an area of vital importance for smaller businesses, it is important that a new or small business begins the process of persuading potential customers from day one of its establishment. Quality graphic design is vital to this process.

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