Graphic design and the making of meaning: Law Alsobrook at TEDxEducationCity

Key Concepts

Graphic Design, Communication, Semiotics, Visual Problem Solving, Collaboration, Honesty, Respect, Trust, Alchemy, Future Investment, Meaning-Making, Visual Communication, Design Thinking.

What Graphic Designers Do

Graphic design is often misunderstood, with perceptions ranging from "playing on the computer" to "making pretty pictures." However, graphic designers spend a significant amount of time thinking about the meaning of things, how things come to mean what they do, and how this information can be used to help others visually. They are also involved in making things and exploring how materials affect the messages they are creating.

Graphic Design as Alchemy

The speaker argues that graphic design is akin to alchemy, transforming a variety of materials into impactful things. Every project is new and exciting, and the research involved serves as a substance for transmutation. The classroom is seen as a modern-day crucible where students move from raw potential to remarkable skills.

Graphic Design as a Service

Graphic design is a service-oriented profession that transforms the perception of information to provide understanding. The goal is to help people get their ideas across to others. Poor communication is a major problem in the world, and graphic design tries to mediate and enhance the exchange of ideas between parties.

Graphic Designers as Artists and Authors

Graphic designers are artists who use digital and analog media to create beautiful messages that communicate specific information. They are also authors of the visible, concerned with the formal qualities of typefaces and the narrative structure of message delivery. They help people see the world by creating the visible manifestation of what language can look like.

Semiotics and Meaning-Making

Graphic designers use semiotics, the study of signs and signifiers, to understand how meaning is constructed and affects communication. This allows them to observe the underlying mechanics of how meaning is created. They also consider the context in which information will reside, tailoring messages for specific audiences and cultures.

The Importance of Good Design

While graphic design may not kill, poorly designed messages can be deadly. Examples include:

• Instructions for medicine that are difficult to follow, leading to incorrect dosages or timing.
• Hospital signs that are confusing, causing delays in finding critical care.
• Medical device interfaces that are poorly designed, leading to incorrect operation and patient harm.

These scenarios highlight the importance of clear communication and good design.

Graphic Designers as Problem Solvers

Graphic designers are visual problem seekers and solvers, acting as invisible middlemen in the chain of communication. If they do their job well, the message is clear, and the messenger is not noticed. Good design is a great concern because a lot can be at stake if it's not done right. They agonize over typefaces, colors, and pixel placement because they understand the impact these elements have on audience perception and comprehension.

Design as Collaboration and a Way of Life

Design is a collaborative affair, and the design process is a direct consequence of design thinking as a philosophy of life. Students learn the importance of honesty with tools, materials, and business practices. Good design is true to the message and materials, and it can translate into good grades, monetary gain, or recognition. Students also cultivate a solid reputation of professionalism, built on honesty, respect, and trust.

The Value of Early Involvement

Designers are often brought into projects too late, at the end when they can be least effective. Bringing them in sooner can save frustration, time, and money. Good design may cost more, but it is a better investment than constantly correcting half-baked ideas.

Design as an Investment in the Future

Graphic design is an investment that matures in the future. It can and should help ideas grow, and our future depends on them. The speaker reminds the audience to ponder the alchemical nature of communication, which can inspire, depress, inflame, and placate.

Conclusion

The speaker concludes with a hypothetical future scenario where their work, or the work of their students, directly contributes to saving their life in a medical emergency. This underscores the profound impact that graphic design can have on the world and the importance of investing in its future.