AN OUTLINE OF A GRAPHICS DESIGNER’S MEDIA: PRINTING

Perhaps it would be possible to consider William Morris the father of modern graphics. In the second half of the 19th century his Kelmscott Press produced many graphic designs, and created a collectors market for this kind of art. In Oxford he associated with artists like Burne-Jones, and Dante Gabriel Rossetti. Together they formed the Pre-Raphaelites group, and their ideas influenced the modern graphic design considerably

After the Second World War, with the emergence new color printing technology and particularly appearance of computers the art of posters underwent a new revolutionary phase. People can create color poster on their laptop computers and create color prints at a very low cost. Unfortunately, the high cost sophisticated printing processes can only be afforded mostly by the government entities and large corporations. With the emergence of internet the role of posters in conveying information has greatly diminished. However, some artist still use the chromolithography in order to create works of arts in the form of print. In this regard the difference between painting and print has been narrowed considerably.

In late 19th century Europe, especially in the United Kingdom, the movement began to separate graphic design from fine art.

In 1849, Henry Cole became one of the major forces in design education in Great Britain, informing the government of the importance of design in his Journal of Design and Manufactures. He organized the Great Exhibition as a celebration of modern industrial technology and Victorian design.

From 1891 to 1896, William Morris' Kelmscott Press published books that are some of the most significant of the graphic design products of the Arts and Crafts movement, and made a very lucrative business of creating books of great stylistic refinement and selling them to the wealthy for a premium. Morris proved that a market existed for works of graphic design in their own right and helped pioneer the separation of design from production and from fine art. The work of the Kelmscott Press is characterized by its obsession with historical styles. This historicism was, however, important as it amounted to the first significant reaction to the stale state of nineteenth-century graphic design. Morris' work, along with the rest of the Private Press movement, directly influenced Art Nouveau and is indirectly responsible for developments in early twentieth century graphic design in general.

AN OUTLINE OF A GRAPHICS DESIGNER’S MEDIA:

DRAWING & PAINTING

Drawing is a means of making an image, using any of a wide variety of tools and techniques. It generally involves making marks on a surface by applying pressure from a tool, or moving a tool across a surface using dry media such as graphite pencils, pen and ink, inked brushes, wax color pencils, crayons, charcoals, pastels, and markers. Digital tools that simulate the effects of these are also used. The main techniques used in drawing are: line drawing, hatching, crosshatching, random hatching, scribbling, stippling, and blending. An artist who excels in drawing is referred to as a draftsman or draughtsman.

Drawing goes back at least 16,000 years to Paleolithic cave representations of animals such as those at Lascaux in France and Altamira in Spain. In ancient Egypt, ink drawings on papyrus, often depicting people, were used as models for painting or sculpture. Drawings on Greek vases, initially geometric, later developed to the human form with black-figure pottery during the 7th century BC.

With paper becoming common in Europe by the 15th century, drawing was adopted by masters such as Sandro Botticelli, Raphael, Michelangelo, and Leonardo da Vinci who sometimes treated drawing as an art in its own right rather than a preparatory stage for painting or sculpture.

Painting taken literally is the practice of applying pigment suspended in a carrier (or medium) and a binding agent (a glue) to a surface (support) such as paper, canvas or a wall. However, when used in an artistic sense it means the use of this activity in combination with drawing, composition and, or, other aesthetic considerations in order to manifest the expressive and conceptual intention of the practitioner. Painting is also used to express spiritual motifs and ideas; sites of this kind of painting range from artwork depicting mythological figures on pottery to The Sistine Chapel to the human body itself.

PAINTING

Painting is the practice of applying paint, pigment, color or other medium to a surface (support base). The medium is commonly applied to the base with a brush but other objects can be used. In art, the term painting describes both the act and the result of the action. However, painting is also used outside of art as a common trade among craftsmen and builders. Paintings may have for their support such surfaces as walls, paper, canvas, wood, glass, lacquer, clay, leaf, copper or concrete, and may incorporate multiple other materials including sand, clay, paper, gold leaf as well as objects.

Painting is a mode of creative expression, and the forms are numerous. Drawing, composition or abstraction and other aesthetics may serve to manifest the expressive and conceptual intention of the practitioner. Paintings can be naturalistic and representational (as in a still life or landscape painting), photographic, abstract, be loaded with narrative content, symbolism, emotion or be political in nature.

A portion of the history of painting in both Eastern and Western art is dominated by spiritual motifs and ideas; examples of this kind of painting range from artwork depicting mythological figures on pottery to Biblical scenes rendered on the interior walls and ceiling of The Sistine Chapel, to scenes from the life of Buddha or other images of eastern religious origin.

TYPOGRAPHY

Typography is the art, craft and techniques of type design, modifying type glyphs, and arranging type. Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, tracking (the space between all characters used), kerning (the space between two specific characters), and leading (line spacing).

Typography is performed by typesetters, compositors, typographers, graphic artists, art directors, and clerical workers. Until the Digital Age, typography was a specialized occupation. Digitization opened up typography to new generations of visual designers and lay users.

PRINTMAKING

Printmaking is the process of making artworks by printing on paper and other materials or surfaces. Except in the case of monotyping, the process is capable of producing multiples of the same piece, which is called a print. Each piece is not a copy but an original since it is not a reproduction of another work of art and is technically known as an impression. Painting or drawing, on the other hand, create a unique original piece of artwork. Prints are created from a single original surface, known technically as a matrix. Common types of matrices include: plates of metal, usually copper or zinc for engraving or etching; stone, used for lithography; blocks of wood for woodcuts, linoleum for linocuts and fabric plates for screen-printing. But there are many other kinds, discussed below. Works printed from a single plate create an edition, in modern times usually each signed and numbered to form a limited edition. Prints may also be published in book form, as artist's books. A single print could be the product of one or multiple techniques.

Around 1450, Johann Gutenberg's printing press made books widely available in Europe. The book design of Aldus Manutius developed the book structure which would become the foundation of western publication design. William Caxton, who in 1477 started a printing company in England, produced the first printed poster. But it is with the development of the lithographic process, invented by a Czech named Alois Senefelder in 1798 in Austria, that the printing of posters became widely spread. In 1870, the advertising poster emerged.

POSTERS

Placard and posters existed from the ancient times. In ancient Greece the name of athletes and games schedules were written on columns that were slowly turning on an axis (axon in Greek). Romans used whitewashed walls in their markets in which sellers, money lenders, and slave traders wrote their announcements and advertised for their products. To attract the attention of customers they added attractive designs to their announcements thus making them quite similar to today's posters.

PAGE LAYOUT

The page layout aspect of graphic design deals with the arrangement of elements (content) on a page, such as image placement, and text layout and style. Beginning from early illuminated pages in hand-copied books of the Middle Ages and proceeding down to intricate modern magazine and catalogue layouts, structured page design has long been a consideration in printed material. With print media, elements usually consist of type (text), images (pictures), and occasionally place-holder graphics for elements that are not printed with ink such as die/laser cutting, foil stamping or blind embossing.

GRAPHIC DESIGN OCCUPATIONS

A number of occupations are commonly classified under the broad term of graphic designer. Graphic design career paths cover all ends of the creative spectrum. Many of these job descriptions overlap heavily.

TRADEMARKS

A trademark is a distinctive sign or indicator used by an individual, company or other entity to identify its products or services and to distinguish them from those of other producers. A trademark is a type of intellectual property, and typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements.

Branding has increasingly become important in the range of services offered by many graphic designers, alongside corporate identity. Whilst the terms are often used interchangeably, branding is more strictly related to the identifying mark or trade name for a product or service, whereas corporate identity can have a broader meaning relating to the structure and ethos of a company, as well as to the company's external image.