My definition of chosen specialism

Graphic design is all about communication. Every day we are bombarded by information about products, services, discoveries, things that happen and things that might happen. We take it in though our eyes, ears, noses, fingertips and process it in our brains. Sometimes we react, sometimes we ignore – often storing for future use. Good graphic design is trying to get us to take note and react; it is trying to make a connection with us so we will filter out the message from all the noise of the others. Visually it should be a design that evokes a response in those it is trying to get through to. It should be the right colours, patterns, people, time, language, size and appeal to the target age group.

As an example, if a business wants to sell a new product to the teenage market, the design and “feel” of the product must appeal to them. Graphic designers must come up with a look that will make teenagers look twice, and want to be connected to. As another example, a hotel group might want a design that they can use on all the things they use to connect with customers (web, leaflets, advertising). It must be one that stands out and says “this is us and we are good” even at a glance. The colours, the style, the images must appeal to the likely customers so they say “yes, this is me”.