If an individual wants to sell something, amuse or persuade another person, or explain a complicated system to anybody or even demonstrate a process, they might have a message to convey. But, the question arises, how do they send it? They can tell their clients one by one or broadcast individually.
That is known as verbal communication. But, if you want to utilize any sort of visual medium, for instance, if you make a poster, type a letter or create a business logo or a magazine ad, then make a computer printout, magazine ad,etc. For this sort of message conveyance, you are utilizing a visual form of communication which is known as image designing.
Image designers work with several clients including the industries from where they belong. These are as listed below-
Image designers work with drawn, painted, photographed and computer generated images. However, they also are responsible for designing letterforms that build up various typefaces that are found in movie credits and TV ads, in books, magazines, menus and even on computer screens. The role of designers is to create, choose and organize these components- typography, images, along with the so called white space around them to convey a message.
Image designing is a part of our everyday lives. From things like gum wrappers to the billboards or the tshirts we wear, image design informs, persuades, organizes, stimulates, locates, identifies, attracts attention and gives pleasure visually.
It is a creative process that merges art along with technology to convey ideas. The designer works with a variety of tools for communicating not only information but also moods and emotions too.
Individuals respond to images instinctively on the basis of their personalities, associations, and previous experience. For example- if you find chilly pepper hot, then this information along with an image creates a visual pun.
In instances of an image based design, the images must carry the complete message. These images might be photographic, painted, drawn, or graphically provided in various ways.
Image based design is implemented when the designer decides that a picture is worth a thousand words.
Text based design
In some instances, the designers are dependent upon words to communicate a message. However, they utilize words differently as compared to writers. For designers, the presentation of the words is as important as their meaning. The visual forms, whether it be typography or handmade lettering, perform various communication functions. They can grab your attention on a poster, identify the name of the product on a package or a truck, and present the running text similar to the typography in a book.
Designers are experts at presenting data in visual form in print, film, packaging or signings.
When a user looks at an ordinary printed page of running text, the question arises, what is involved in designing such a seemingly simple page?
Think about what you would do if asked to redesign the page. Would you prefer changing the typeface or type size? Will you divide the text into narrower columns? What about the margins and the spacing between the paragraphs and lines? Will you indent the paragraphs or begin them with decorative lettering? What other treatment would provide you the page number?
Designers evaluate the message and the audience for type based design for coming to such decisions.
Image and type
Designers usually merge the images and typography to convey a client’s message to an audience. They explore the creative possibilities that are presented by words and images. It is upon the designer to not only find or create appropriate letterforms and images but also for establishing the best balance between them.
Designers act as a link between the client and the audience. On one hand, the client is usually too close to the message to understand the variety of ways in which it can be presented. Whereas, the audience is usually too broad to have any direct impact on the way communication is presented. It is often tough on the part of the audience to be a part of the creative process. Unlike the client and the audience, the designers have to learn how to construct a creative message and present it successfully.
They work with the client to understand the content and purpose of a message. They usually collaborate with market researchers to understand the preferences of the audience.
Once a design concept is selected, the designers work with the illustrators and photographers as well as the typesetters and printers as well as production specialists to create the ultimate product.
Symbols, logos and logotypes
Symbols and logos are special and highly condensed form or identifiers. Symbols are abstract representations of a certain idea and identity. The CBS eye and the active television are symbolic forms, which we learn to identify as representing a certain concept or community.
Logotypes refer to corporate identifications that are based on a special typographical word treatment. Some identifiers are hybrid, or combinations of symbols and logotypes.
For creating these identifiers, the designer should have a clear vision of the corporation or idea to be represented and of the audience to which the message is redirected to.