Up until the late 20th century, the graphic-design discipline had been based on handicraft processes: layouts were drawn by hand in order to visualise a design; 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 photographic copying and platemaking. Over the course of the 1980s and early ’90s, however, rapid changes in digital pc hardware and software completely changed graphic design.
Software for Apple’s 1984 Macintosh computer, such as the MacPaint program created by computer programmer Bill Atkinson and graphic designer Susan Kare, had a majorly revolutionary human interface. Tool icons controlled by a mouse or graphics tablet enabled designers and artists to use computer graphics in a new, intuitive way. The Postscript™ page-description language from Adobe Systems, Inc., enabled pages of type and images to be assembled into graphic designs on-screen. By the mid-1990s, the transition of design from drafting-table activity to an on-screen computer action was essentially complete.
Digital computers allowed typesetting tools to be placed into the homes of designers, and therefore a period of experimentation occurred in the design of new and unusual typefaces 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 typefaces were changed within single headlines, columns, and words. Much of this 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, caught the imagination of a youthful audience by taking this kind of experimental approach into publication design.
Fast advances in onscreen software also enabled designers to make elements transparent; to stretch, scale, and bend them; to layer type and images in mid-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 a photo of New York’s Central Park, a site plan, and botanical art to commemorate the landscape architect. Placed together, these images show a rich expression of Olmsted’s life and work.
The digital transition in graphic design was shortly followed by general public access to the Internet. A whole new operation of graphic-design activity bloomed in the mid-1990s when internet business became a growth sector of the world-wide economy, causing organisations and businesses to scramble to establish Web sites. Designing a web-site involves layout of screens of information rather than of physical 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 things to consider, including designing for navigation through the website and for using hypertext links to be taken 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 purposeful visual identity, effective navigation, and informational clarity. Attributes that added to the effectiveness of this web-site included a pleasing colour palette, an informative use of pictures of products, and a scrolling montage of products.
Because of the world-wide effectiveness and reach of the internet, the graphic-design sector is becoming increasingly global in scope. Additionally, the merging of motion graphics, animation, video feeds, and music into Web-site design has caused the merging of traditional print and broadcast media. As kinetic media expands 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 universal; 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 inexorable advancing of technology has dramatically changed the way graphic design is created and distributed to a mass audience. However, the fundamental role of the graphic designer, adding expressive form and clarity of content to communicative messages, remains the same.
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