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The Impact of New Digital Technology on the nature ofGraphic Design: The Digital Designer

Assignment 2 : Question 4. The Impact of New Digital Technology on the nature of GraphicDesign and the role of the Graphic Designer

This is old research from Oct 2001

PLEASE USE THIS ARTICLE FOR REFERENCE. IT IS AN OLD ARTICLE FROMUNIVERSITY. HOPE IT CAN HELP YOU

Andrew Kelsall Module 220GD Design Culture Module Leader: MarkWilliams Support: David Tidball

The Digital Designer

Within this essay an investigation shall be made into how graphics designers work now,compared to how they used to work. Firstly, a short study of the origins of computers will beshown, and a brief history of how computer generated design concept was developed. I shalllook into what exactly the role of the graphic designer is and the different and varied ways inwhich technology is used within it. Also, the nature of graphic designer today will be studiedand compared with the areas of graphic design in previous eras. Secondly, a study shall be made

into what different technologies which are used in design and what these different technologiesare. This essay will explore how these technologies are used and what benefits there are fromusing them over traditional and established methods. Thirdly, there shall be discussion aboutwhy graphic designers need or think they need technology and if there is merely a want fortechnological advances.

2The concept of a design method derived in the 1960s.Design method refers to the proceduresand techniques to be used within design. Design Method has often been referred as designmethodology, which is the study of the methods of design. At this time there was muchdiscussion into the ways in which design was moving. The ways of design method in the 1950s

and 60s were used to justify the development of new design techniques. It was at this time whencomputers were starting to be marketed to business users and scientists, not just for the Military.By 1962 there was enough interest in new design methods for a conference to be held in London.Many agreed that the use of new technologies, utilising a more systematic method of design byuse of computers and automatic controls was the way forward. There were other conferences upto 1965. However, there were many dis agreements about design method and scientificmethod due to the similar methods utilised in both such as the use of machinery andcomputers.
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One of the last conferences was about the different areas of design in which these newtechnologies were being used and experimented with. Such area included architecture,engineering design and computer-aided design methods. Computer-aided design was a subject ofmuch interest which inspires many publications and conferences. Since this basisderived, computers were starting to be used for other areas such as

3artistic and graphical applications. The late 70s saw the advent of the Macintosh. From therewas an explosion of technological advancements which have greatly helped in this field. Suchadvancements include the invention of the 3.5 inch floppy disc, which was launched in 1980.This has given the means for graphic designers to be flexible and distribute and archive theirwork. Fig one shows an early computer aided design of a hospital bed designed to a systematicdesign specification. It was produced using newly developed computer technology. As can beseen it is simple and precise. As computer technology developed and printmaking techniqueshave improved, colour designs such as playing card prints (fig two) were developed. It is thetechniques of printing and designing simple designs such as these which have evolved into thekind of computer-generated imagery that we all see today. Fig three shows a combination of fine

colour print, 3D design and computer-aided design that we are al now used to seeing every day.Even with the use of computer technology, let us remember that the computer has beendeveloped; edging towards a perfection but they are just tools and it is the role of the designerwhich confirms a good design.So what is the role of the graphic designer? Well, there are roles in which graphic designers take

part. Not only do they choose to design, they have to be aware of such matters as currant affairsand peoples4attitudes towards design. Also, they are employed as strategists, conceptualists and aestheticismsand work in management. Currant affairs can greatly affect the direction of a designers work.For example, if a British designer was asked to promote British beef for France after the ban waslifted, the designer would have to incorporate many factors in his/her thought to produce a goodand appropriate design. There would need to be a factor of sensitivity towards the attitudes of theFrench people towards British beef not to mention the political issues involved. A design mustthen be devised which does not offend but instead reassures. In my opinion the nature of thegraphic designer is fundamentally to produce design work that is worthwhile, appreciated,responds to the target audience and is original and different. The desire to create work that isdifferent, I feel, is the greatest challenge of all requirements. After all, not all work is aimed at acertain target audience, therefore cannot respond to everyone. In light of this, graphic designwork which reaches further into originality has the greatest impact within some areas. Obviously,sometimes an original, pleasing design is not always appropriate, such as designs for elections(such as America now), designs need to be able to be punchy and easily understood which havetheir basis on simplicity.

5Unlike previous generations, designers now have digital technology as an allie and tool.Designers can now interface with various forms of technology in many different ways. Digitaltechnology is now the way forward in the field of graphic design. Digital language is thelanguage of computers. Digital technology is now practically used in every form of machinery;from mobile phones to car engines. One of the most useful ways in which to utilise digital


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technology is through the use of computers. Digital applications used on computers givedesigners to means to create, erase, manipulate and experiment with design.There are many different forms of technological applicati ons at the designers disposal. Graphicdesigners and artists can use graphical computer programs such as Adobe Photoshop, AdobeIllustrator and many other professional applications to create images. There are literally endless

possibilities of what a good and talented designer can use programs such as these for. There areother collectives of computer programs such as publishing applications (such as Quark Expressand Adobe Indesign) and also 3D programs, such as 3D Studio Max and Rhyno. There areInternet applications (such as Dreamweaver and Adobe Go Live!).These applications are utilised using a Macintosh or Personal Computer. The applications havesimple interfaces and can be easily6learned by enthusiastic people within a good education. A mouse or graphics tablet is used by thedesigner to produce designs on-screen. Digital cameras, printers and scanners can be pluggedinto the computer to give the designer versatility and creativity. There are many benefits fromusing computer technology instead of more traditional methods. Methods of design in the past

were all produced by hand and methods of print were vastly different. The impact of the digitalrevolution is profoundly affecting the ways in which designs are printed. For example, the daysof using acetate type overlays, colour selectors and cut and pasting are pretty much now in the

past. One great advantage of using computers is that applications contain tools which enablegraphic designers to experiment with much ease. Therefore, designers now have more powerwith the use of new digital technology. Technology has given not just professional graphicdesigners and students in education the chance to express themselves in various ways, but it hasgiven way for anybody around the world who is interested in design the chance to get themselvesknown.

Because of the technology, we have the opportunity to become really important. We dont need publishes anymore to do this. Just look at the Web designers, they can single-handedly reach theworld eventually with7full-motion video and stereo sound. We can do this for free; we can all do it at home, not onlydesigners, but also everybody else in the world. So I am exited by this because I am hoping that

people are going to be serious enough to not be cons tantly in search of something thats just cool, but to be in search of ideas that can eventually begin to fill these huge empty vessels oftechnology Steven Heller and Elinor PettitGraphic Designers use digital technology because it is more productive than previous traditionalmethods, but do they need to use the technology or merely want it? In my opinion designersneed digital technology. There are many complexities within the field of graphic design. Itincorporates technology, art and science. Therefore designers have to produce work which can

be commercial and to be distributed throughout the world. The only way to do this is through theuse of digital technology. There are many areas of graphic design, which include variousspecialties (editorial, corporate, retail, ect) and subspecialties such as direct mail, environmentaldesign and Web design. The only way to tie all these areas of design together id through theuse of digital technology. Not only is there a need for digital technology, there is a requirementfor it from the Industry. Designers also want to embrace the technology because of the vast


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implications that it can and does have in8design. There is risk in using computers though. Designers work can easily become systematicand boring only utilising the computers functions and creativity as their own.

..a couple of things bother me. One is the extent to which technology has evolved. Theevolution of technology has been tremendous. Im not computer -literate at all. And at the risk of being thought an old fogey, I mistrust what computers do to ideas. But given the impact ofcomputers within the design world, the impact of computers on photography, the impact on theWeb, I think that there has been a really fundamental sea change, a kind of shift of the criticalmass. Steven Heller and Elinor PettitI agree with the above quote. I feel the development of digital technology is a great aspect ofgraphic design. As computer applications become more powerful, it is easy to let more of thecomputer produce the work and lesson a designers creativity. As the nature of the graphicdesigner is to think and then act on his/her thoughts; when a computer can do the thinking

where does this leave the graphic designer and what is the role that they play?

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