Graphic Design Essay

636 Words2 Pages

INTRODUCTION - FIELD OF STUDY visual communication, graphic design and art direction.
The role of the graphic designer deals with creating images working with typography, layout and other forms of visual communication in order to communicate a concept or message to a specific group through the use of visuals. Graphic design however “now embraces what used to be a dozen different professions” Adrian Shaughnessy 2005, becoming a diverse profession with a host of different platforms and references to communicate from.
With the message often having cultural social significance or being a visual interpreter for the ideas of the client. The role in the field of graphic design is multi faceted and works largely with the other specialisations of multi media and copywriting, with regard to their individual functions in industry and with some overlapping between the role of the art director and copywriter.

PURPOSE AND KEY FUNCTIONS
According to Avril Joffe and Monica Newton (2007), the design industry in South Africa leads to growth in economic competitiveness,overseas investment, growth in gdp,and cultural identity, whilst bolstering high prices on certain goods and improving the standard of the goods for the end user through the use of “design”.
The function of field also draws large acclaim and international interest through design specific events, the Cape Town 2014 design capital of the world, the Design Indaba the Loeries and other events. the industry has a high competitive industry with the potential for growth loeries (2013).
CHARACTERISTICS OF EMPLOYEES IN THIS FIELD
A designer needs to be able to identify with the client, group and be able to understand their target market as people. they need to be able to rapidly shift, cha...

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...ansive due to the multifaceted nature of the job.

The function of the art director is to direct a group of creatives, the director creates the concept and direction of the design along side the copywriter coming up with the concept for the project/ brief however the art director usually has a background in graphic design opposed to copywriting.
CONCLUSION
The career opportunities for visual communications within South Africa and Cape Town are established and still growing. A career in graphic design or art direction is a viable, interesting and productive career. the creative industry in South Africa is recognised at an international level and has space to grow. the creative industry works in a commercially productive way for the benefit of the economy. graphic design and art direction allow for a diverse set of skills and job functions across the industry.

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