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Intelligent Design
All throughout school, we're told, Don't judge a book by its cover. Of course, as a little
kid, that didnt stop me from picking a book because I thought it was the prettiest. If a book
cover was interesting, I would infer that the story was as interesting as the cover. I would wander
down the aisles looking for colorful and ornate covers, picking up the ones that caught my eye.
Anything that depicted mythical creatures or a faraway fantasy land immediately grabbed my
attention. It didn't matter if I liked the story; I used to buy books simply because their cover
artwork was cool. This is the basic task of a graphic designer: get the consumer to stop and look
at the product. If a product has an interesting design, the consumer is more likely to buy it. As
consumers, our first impressions are based on how we are affected by its aesthetics. These first
impressions play a key role in the final decision of whether or not to buy a product. Graphic
design is often perceived as art which it is but it is also a scientific and economic process.
Graphic designers must know their audience; age, gender, and location are some of the biggest
factors that affect a design. The quality of these designs can determine how effective the
advertising is because they share a common goal: sell the product. Over the years, graphic design
has coexisted with marketing; however, these last few decades are capable of proving that both
graphic design and marketing can come together to form the most effective advertisements. The
most effective advertisements likely have a graphic designer behind them deciding on the most
miniscule (yet game-changing) details. Do consumers respond better to cerulean blue or
ultramarine? Is there too much negative space between the border and logo? These questions
may seem petty, but they just may be key factors in answering the question: How does graphic
design affect advertising?
As the car rolls to a stop, I look up to see the grey skies of San Francisco reflected off of
the near spotless windows. Steam is rising off of the dew-covered streets as the sun starts to peek
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over the hill in front of me. People in black suits and briefcases walk by, and I can hear the clack
of their shoes hitting the pavement. The smell of fresh coffee wafts through the air; my stomach
grumbles reminding me that I skipped breakfast. The car starts to roll forward revealing the red,
white, and blue symbol of Pepsi plastered on the side of the corner store. It looks different
though. It's definitely older. The font is different. Even the colors are different. The Pepsi logo
now is most certainly better, but what went into the change of design? Why did they change the
logo?
However, where does one even begin when researching a subject as broad and farreaching as graphic design? My journey started on an early Saturday morning. I rolled out of bed
and quickly showered. The warm water woke me up as I began to wonder where I could even
start. I slowly dressed, continuing to stress over how to commence. My ride arrived, and I
climbed into my friends car. Both exhausted and overwhelmed, we headed to Starbucks. After
grabbing our coffees, we began our endeavor to the library. Still confounded, I sipped my warm
macchiato. Then it hit me: history.
To understand something best, one must know its history. The same holds true with the
relationship between graphic design and advertising; to better comprehend this relationship, a
knowledge of the history of graphic design is essential. Despite visual communications existing
since cavemen walked the earth, the first recorded use of the term graphic design was in 1922
in a book by an American advertising designer W.A. Dwiggins (Towards A History...). However,
graphic design has been around for centuries, but hadn't been given a proper name. Now graphic
design is used for all sorts of things from advertisements to album covers.
Graphic design originally started with typography, the artistic style and appearance of
print. One of the oldest books printed, the Gutenberg Bible, served as a trailblazer for typography

and graphic design. The layout of the (Gutenberg) Bible is elegant and straightforward, with the
text arranged in two columns that are symmetrically balanced (Eskilson 15). Its gothic script -called Textura -- dominated Europe, quickly replacing expensive, handwritten volumes. It was
important that his Gutenberg's Bible was beautiful, in order to compete with the richly decorated
manuscripts that dominated the market at this time (Eskilson 15). With the invention of the
printing press, typography surged into the world allowing books to be mass produced.
One of the most important events occurred during the Baroque era with the publication of
Manuel Typographique (1712-1768). This work represented the first comprehensive overview
of type ever published, and it included a discussion of type from across Europe, offering an
example of different regional trends (Eskilson 19). This spread different styles across Europe,
allowing printmakers and publishers to create a fresh approach to type. The contemporary fonts
were well received by the public, pushing competition for interesting typography to a new high.
While war is certainly a travesty, it would be impossible to ignore its involvement with
graphic design. Once the First World War broke out in the summer of 1914, countries were in
dire need to recruit soldiers on a mass scale. While the radio was an effective form of
advertisement, the most effective was certainly the propaganda posters plastered throughout
cities. Graphic designs advertised for young men to join the war effort; these wartime
propaganda posters experienced a high amount of success and would later be used in the Second
World War. An example of the effectiveness of these posters can be observed at the start of the
First World War:
When the war began, Britain had the smallest army of all the European powers, totaling
only about 160,000. Because theirs was the only country in the conflict that lacked a
military draft, the British authorities had the greatest need to encourage volunteers. While
enthusiasm for the war ran high early in the conflict, an initial onslaught of volunteers
quickly dried up as casualties mounted The production of posters was centralized in the
hands of the Parliamentary Recruiting Committee (PRC), a branch of the War Office. The
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PRCs campaign was apparently successful, as over 2.5 million British men joined the
military between August 1914 and January 1916 The precise role that graphic design
played in the fueling of recruitment is essentially unknowable, although anecdotal
evidence suggests that many posters strongly resonated with the British citizenry
(Eskilson 116).
Another example of this occurred during the Second World War in Britain again. During 1939,
the British government once again printed propaganda posters which were intended to raise the
morale of Britain in case of a German invasion. The Keep Calm and Carry On poster was
printed in the largest quantity of three other poster designs at an estimated two million prints
(Taylor). The poster was not released until 2000. However, it has since become a highly popular
slogan and internet meme.
Graphic design has evolved immensely over the last century. Magazines, movies, and
television are some of the biggest factors that have progressed the world of visual
communications; however, the internet and technology have been the most impactful. Thanks to
the advent of faster, more powerful computers and faster Internet, we expect our graphics to be
higher quality. We as viewers expect more colors, higher resolutions, and more detailed designs,
because our computers can handle these graphics; whereas even as little as five years ago,
designers had to be mindful of what they could unload onto us (Neely). Since the Internet
significantly expands the population that sees each design, it has driven the quality of graphics
due to competition. In the past, graphics in marketing was easier to avoid; in order to be exposed
to an advertisement, one would have to physically pick up a newspaper, magazine, or glance at a
billboard. In contrast, almost everything we buy today is somehow affected by graphic design. It
is difficult for one to be unexposed to graphics. This can be observed by simply turning on a tv, a
computer, checking a phone, or even something as simple as picking up tissues at a grocery
store. But the really interesting thing isn't how technology has changed but how technology has

changed all of us in the ad business. Not only are we working more creatively, the way we work
at creating is different (Rieck). The creative process behind designing has completely changed
since its beginnings. Designers have the ability to look up the latest fads online or conduct
research on what factors will be subliminally more appealing. Mobile devices and smartphones
have made it possible for consumers to share their opinionspositive or negativewidely and
instantaneously (IBM Social Analytics: The Science Behind Social Media Marketing). At the
tips of their fingers, graphic designers are now able to communicate directly with consumers.
This allows for a variety of feedback which in turn produces higher quality work. Today,
increasing competition has required that graphic designers be up to date on both trends and
science.
I am seated in a roughly textured, maroon chair - the same ones that fill almost every
classroom. I lean forward and click the power button of the Mac computer in front of me. It
whirrs to life; the familiar chime of the Apple product resonates throughout the room, and the
screen turns a bright white. My mentor, Carolyn Moore, walks into the class and places her venti
cup of Starbucks coffee on the desk next to me. She is helping me with my project designing 12
unique album covers. Her cup has a single drop of coffee descending down the side like a tiny
rock climber. Moore is an art instructor who has a background in fine arts. She attended the Art
Institute of Chicago. After graduating, she worked at an art gallery where she was in charge of
marketing related issues. She has been commissioned to create graphic designs for many clients most notably by the City of Oakland.
We begin our interview, face-to-face; she talks and I type. We start off by talking about
her background, but we eventually go off on a tangent and discuss our favorite album artworks in
relation to my senior project. We finally get back to business, but by then, half of the available

time has already passed. I ask her why she thinks graphic design is important. She pauses and
thinks for a short time. Arriving at a conclusion, she looks me directly in the eyes and states:
Personally, I think it pushes our community and change - good and bad, for profit and
nonprofit - it drives our political system, our buying system. Its important to know how
to speak to your audience visually. Its important to know how to communicate visually
and audibly. Bad graphic design can throw a community off of your message, but good
graphic design can make people follow you.
This strikes a chord with me. I realize just how true her statement is. I think of protest art
and propaganda artwork; the effect they have on communities is immense. A well-made poster
demanding a call to arms can cause a community to erupt or to heal itself. If the design is well
made, the message will move people.
It hasnt been until recently, however, that graphic designers have utilized science to
make the most effective designs. Not only has the introduction of science increased sales, but
also the quality of design. The most prevalent factor that molds both design and science is color.
In general warmer colors will bring about a sense of happiness and energy. These colors are
frequently used to display a call to action for your visitors. You can bestow a sense of excitement
and sensory requirements just by placing warmer colors around regions you expect visitors to
interact with (Rocheleau). If a designer wanted to catch the eyes of a passerby, a bold, warm
color such as red or yellow would be best. There are also colors that keep the audience looking at
the design. Cooler colors bring to mind a sense of peace and resemblance. Often cooler schemes
are used on blogs or digital corporations to ease the eyes of their readers and keep them stuck
on their page for longer. Deep blues and purples keep emotions at ease and set to a type of
passivity when it comes to content absorption (Rocheleau). Many websites have cool toned
backgrounds so that it is relaxing and pleasant to the readers eyes. If the backgrounds were
warm, bright colors, the probability of the reader leaving is higher. In addition to pacifying,

readers also get a sense of authority and power when presented with cool colors. Numerous large
corporations, such as Microsoft, utilize a cool-toned color scheme in their logos (Rocheleau). In
addition, colors can be used to target specific demographics. In Pigment and Color Technology,
Crozier notes that color preference significantly shifts as one ages. Toddlers like red. Adults have
a preference for greens and blues. However they begin to dislike yellows the older they get
(Crozier 12). By using the latest research, graphic designers can take a scientific approach when
targeting consumers. This drives both marketing and graphic design to produce precise, modern,
and effective outcomes.
As I continue to plow through piles of books for research, I begin to feel overwhelmed. I
couldnt be any more stumped as to what questions to ask. I immediately think back to my days
in advanced art when I could ask my close friend and role model, Angela Shin, any question
regarding artwork. I instantly reach for my tablet. I snapchat her; the bold yellow screen blinds
my eyes in the early hours of the morning. We talk about her experience as a first year at the
ArtCenter College of Design. She sends me her responses almost as fast as I can ask questions.
My first question is in regards to the difficulty of graphic design. She replies, In my opinion,
there is no "difficult" aspect to designing. The only time I'd say designing is difficult is when I'm
trying to create a design without having done any prior research beforehand. We often think of
these talented graphic designers as highly creative, artistic people that are able to pull
masterpieces out of thin air; however, there is a much more complex preparation than just relying
on natural talent.
Shin, like many other graphic designers before her, starts with copious amounts of
research. Once she has found a good place to start her idea, she creates compositional sketches.

Shin creates many, many sketches until she is satisfied with the product. She then puts the design
into whatever medium she decides to work with (most often, she uses illustrator).
Upon finishing our interview, she mentions something that certainly changes my
perspective:
Rather than saying graphic design has evolved marketing and advertising, I'd say the
designers and the audience they are trying to reach has evolved the way graphic design is
used in marketing and advertising. After all, people's interests are always evolving and
following new trends. In order to keep the interest and stay relevant to the people,
designers have to be able to hook onto trends and even try to predict or create new ones
to grab their attention.
Perhaps we underestimated our own role in the relationship between graphic design and
advertising. Graphic design and advertising have coexisted for hundreds of years. Shin offers a
refreshing point of view that perhaps consumers brought graphic design and marketing closer
together.
Graphic design, a perpetually evolving subject, has become far more scientific and
provocative than before. This is one of the main reasons why marketing and advertisements have
become so tailored over the years. The graphic designer is often working closely with
marketing to develop and implement branding strategies, communications, market development
and presence and many other related business activities (Graphic Design Major Major).
Marketers have been working with graphic designers to customize products to the average
consumers liking. To have the most success, the marketer and the designer must work together
to create a singular, cohesive idea to present to the public. A graphic designer who is familiar
with marketing from a marketing point-of-view is better equipped to understand the role of
graphic design as a vital component in the world of business (Graphic Design Major Major). If
the graphic designer can think like a marketer, the message can be successfully conveyed.

So how does graphic design affect advertisement? When I began research, I wasnt quite
aware of just how broad this topic was. I thought the answers would be quite simple and onesided. However, this is not the case. In short, graphic design does affect advertisement. Designers
are highly innovative and often come up with groundbreaking techniques to grasp the attention
of the consumer. Graphic design itself, however, has been affected by advertisement, by
technology, and by science. Perhaps it wouldnt be correct to say that graphic design affects
advertisement, but that people have affected the way graphic design and advertisement interact.
Regardless of the outcome, graphic design and advertisement are continually evolving and
changing the world of visual communications at a mind-blowing pace. By looking at the history
of graphic design, it is evident that it will only expand and progress.
Upon starting the research for this paper, I had already made up my mind about the
relationship between graphic design and advertising. I was completely unprepared for a change
of perspective, which came after my interview with Angela Shin. When she stated that the
consumer was partially responsible for altering the relationship between design and
advertisement, it completely bewildered me. I had never thought of it that way until now. By the
end of the paper, my stance on the question changed entirely. Originally, I had intended my
question to be quite straightforward. However, by the conclusion of the paper, I realized that
advertisement and graphic design were dependent on each other. In retrospect, I would have
approached my topic in a different manner. I took a very broad stance on two expansive subjects.
I should have narrowed my question more; this would have made it easier to focus on specific
points. Overall, I had a wonderful time learning about two subjects that I hold dear to my heart.
Before this, I wouldnt have bothered to ask why certain designs evoke certain emotions. As a
result of this paper, my designs have become more precise, effective, and intelligent. I am

thankful to have learned in depth about these subjects because I feel it has made me a better
artist.

Works Cited
Books
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Barnard, Malcolm. Graphic Design as Communication. London: Routledge, Taylor &


Francis Group, 2005. Print
Crozier, W. R. The meanings of colour: Preferences among hues. Pigment & Resin
Technology, 1999. 28(1), 6-14.
Eskilson, Stephen F. Graphic Design: A New History. London: Laurence King, 2007. Print.
Electronic Sources
"Graphic Design Major With A Concentration In Marketing | Notre Dame College".
Notredamecollege.edu. N.p., 2016. Web. 21 Mar. 2016.
IBM Social Analytics: The Science Behind Social Media Marketing. 1st ed. Somers: IBM
Corporation, 2013. Web. 20 Mar. 2016.
Neely, Amber. "The Influence Of Technology On Graphic Design". Bright Hub. 2016.
Web. 20 Mar. 2016.
Rieck, Dean. "How Technology Changed Creativity". Direct Marketing News. 2006. Web.
20 Mar. 2016.
Rocheleau, Jake. "The Science Behind Design Color Theory | Design Shack". Designshack.net.
2016. Web. 20 Mar. 2016.
Taylor, Alexei. "MACHINE DREAMS: The Origin". MACHINE DREAMS. 2016. Web. 19
Mar. 2016.
"Toward a History of Graphic Design." Interview by Flix Bltran. University of Illinois
at Chicago. University of Illinois at Chicago, 2000. Web. 08 Mar. 2016.
Primary Sources
Moore, Carolyn. "Graphic Design: A Mentor's Perspective." Personal interview. 8 Mar. 2016.
Shin, Angela. "Graphic Design: A Student's Perspective." E-mail interview. 20 Mar. 2016.

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