The Universal Arts of Graphic Design | Off Book | PBS Digital Studios

The Universal Arts of Graphic Design | Off Book | PBS Digital Studios

First and foremost, graphic design has to communicate something. But good graphic design makes people’s lives better. You
have to find a way to make sense of how to make something beautiful and, to me,
you’re speaking for them. As a graphic designer, concept is the
first thing; idea and life. Graphic design is essentially a language for living. Graphic design is about using words and images to convey a message. Graphic
designers have to know a lot about color theory, typography, how to create a grid. But those are all really basic. You have to be somebody that is
really interested in understanding human behavior, being able to
understand how they think, how they choose, how they buy, how they believe. People probably don’t think about how
much graphic design impacts them. We use graphic design to cross the street, to
decide what we want to eat and how much we want to eat. We use graphic design to pay our bills, to
get married. We use graphic design to get divorced. We use graphic design in every
single aspect of human life right now and people tend to like things best when
they feel that they are respected by that thing. But I think, ultimately, if it moves you,
whether it be a good emotion or a bad emotion, chances are that it’s effective
because it’s getting you to think about something and it’s getting you to potentially
take action. When I work on package design I like
for there to be an idea behind it. I like for there to be some wit,
some language, some feeling that there is a human hand behind what you are interacting with. Like, for instance, matchbooks are one of
my favorite things to design. It’s this nice intimate moment between you and
the smoker or candlelighter because you have the
reveal that can be completely surprising. For the Spice Market, we turned
them into these little incense boxes. I like to think about the product like
I’m the consumer. So, when we were working on the kleenex project, we learned that,
for some people, choosing which pattern on the box to take home is a huge part of their day. So, I think about what would give me a moments pleasure
when interacting with that thing. The Mercer Hotel was a really interesting project that was very
clean and very understated and witty. And not necessarily witty in the design but
also witty in the language. Like, for instance, there’s always that sign on the
bathrobe that says “If you take it, you’re going to have to pay for it.” But we didn’t
want to say that in such a crass way, so we just made a sign that very simply said “disrobe” and then, when you turned it over, it said “is available
for purchase in the lobby.” And, so, sometimes maybe beautiful isn’t exactly what it should be. Maybe it needs
to be quirky or maybe it needs to be ugly or maybe it
needs to be invisible. So, I think you’re always solving what it has to look like visually based on what it
needs to be conceptually. A lot of times when people talk about
signage and environmental graphics they think that it always involves letters but it really involves landmarks,
creating a moment that somebody remembers and immediately understands.
Graphic designers aren’t trained necessarily to think in dimension but you
do need to identify things within space that the architecture wouldn’t necessarily
be doing otherwise; through color and type and light. Working on the signage for
Bloomberg’s offices, they wanted people to use the stairs. We thought if people
are intended to use this space, why don’t we at least make it interesting to use. If you
can make the space interesting people will want to be there. It really involves creating a
moment that somebody remembers and immediately understands. Bridge designs
are decorations that we have proposed for the city of Pittsburgh and our
proposal was to, essentially, make those moments special moments. So it could just be
a paint job or it could be using light in a certain way to highlight that
feature as a gateway to the north side. Every building has a timeline of your
experience with it. What’s the cover of this book and then how does that play out as
one navigates through the space where your mind actually solves the problem. So, there’s a process of discovery there. Should you judge a book by its cover? I would really like to say yes, but I
think that there’s a lot of really good books out there that don’t have good covers. My guiding philosophy in design is forever going to change, I think. You have to understand the responsibility
you have in terms of there’s someone at the end of the line there that actually cares about what you’re doing and you have to give it a voice. I never like to pin myself down to one
different style and, to me, that’s what’s fun about design as opposed to an illustrator’s style. You can wear
different hats. The artistic expression, that is the art of it. Getting into the mind of a book, expressing what the book is about, making
it beautiful and grabbing people’s attention. You always care about what are you
reading first and that’s based on contrast of size, contrast of color, is the title more important than the author, can you read it from across the store or not. You know, these are the things that I think about on a daily basis. You have to understand
where this book fits in the world of books. The Day the World Ends is a poetry book
and here’s an example of well, what do you focus on? You have all these different poems that are about different things so I broke the type up a little bit and the author just connected with it. If you love the content, you want
something to come up in your head when you think about it. So, any successful book cover
is something that you want to hold in your hand. It’s
unexpected, smart, and beautiful but at the end of the day you just want to put it on your book shelf face out
because it means something to you. We use graphic design now in many ways to convey who we are as people, to define affiliations, to signal beliefs. If you can contribute to making
peoples lives a little bit better and elevating the general level of design, then why not? If you know how you want to make them feel, that’s the most important thing. You just want to make something memorable. I say, do what you think is right and interesting and smart and then worry
about what the survey says.

100 thoughts on “The Universal Arts of Graphic Design | Off Book | PBS Digital Studios

  1. A little idea that came up while watching this: What about Album Covers? They are also a huge part of graphic design and also great pieces of art. Wheather it's cover arts which are typical for certain genre to NOW! Series to animated .gif album art like Anamanaguchi

  2. " Do what you think is right and interesting and smart and then worry about what the survey says" interesting way to think and go about designing.

  3. Ok. Seriously. Why would anyone want to stop funding for something like this?

    And I'm not just saying thank because I'm a graphic designer.

  4. Depends on how "good" you are, and how much you know. The career is extremely saturated right now, but if you love it, then do it. Passion defines this career.

  5. Manually with Pencil and Pen, Photoshop, InDesign, Illustrator, Dreamweaver, HTML & CSS, Java. It's extremely broad right now. And that's why its so wonderful.

  6. I'm in 8th grade now and we signed up for classes at the highschool, i picked Intro to Art and Computer Apps. Cause i wanna be a graphic designer, i love the computer and i love art so i kinda thought that would be good for me? But i don't know, i have till monday to change my mind..

  7. Having a week to decide what direction I want to take for my career really got me thinking about what I want to do. And after discovering from a lot of people what Design involves, and after watching this video, I really think that it's the direction I want to take. Great video! ๐Ÿ˜€

  8. I am a computer science major thinking about changing to graphic design. Writing code all day and creating programs is great and all, but after a while it all becomes a dizzy mass of letters, numbers, punctuation marks, and errors. This video totally just convinced me that I should indeed change my major.

  9. While I see that graphic design is a medium of communication, the many of the messages were overbearing in their contextualizing of the spaces that they were put into, as in a play field that has a large sign that says, "excellence." There has to be a respect for the what the space and users already have in mind and not trying to overwrite the creative mind of those who use the space or product that has the graphic design.

  10. Hello im a young graphic designer and even thow I have 300subscribers doesn't mean they all watch my videos so could u please go check out a video of mine and like and share it would really be appreciated….and maybe subscribe ๐Ÿ˜‰

  11. I've dropped my accounting program to take Multimedia Development and this video has just made me more pumped to start in the fall semester. I can't wait!!

  12. Graphic design, sucking Satan's cock to the last red cent. This video is nothing but how to brag about sell out to the almighty dollar. Almost as bad as advertisement, wait this is scum bag advertisement…

  13. aawe all of these people are my role models. i am a 11 year old graphic designer learning new things every day <3

  14. You don't like it, I don't like it but there are people who actually love it.I don't know why but it's just the way of life anyone chooses.

  15. This is so true, love this! It's really inspired me and lit a fire in my brain springing forth creativity!

    If you want some tutorials in Graphic Design, then come over and check out my channel!

  16. I am recommending a graphical designer who can assist many of you people.. like the page on facebook and follow it

    also if you guys need any help in making ur own graphical designs contact techno media at:

    [email protected]

  17. Graphic design is already part of our lives. Every thing we see has a design as a designer our objective is to convey people, to catch people by our expressive designs.

  18. I create graphic design images, as well, and it involves a lot more than what others may think. It is that complex and that necessary to have.

  19. Just watching this video made me smile. Thank you for making and posting this video in a place where others can educate themselves about what it is that we actually do and why we go about doing it… to make other peoples lives better

  20. very cool. this is an neverending topic though, and a profession with lots of ups and downs but definitely rewarding!

  21. Graphic design is creative form of marketing wherein a certain company is promoted by using artistic pictures, signboards, etc. Graphic designers use specific tools to help them convey your message to your target market. One of the many uses of this craft include logo making, publications, advertisements, packaging and many more. This is the reason why many designers are wanted by lots of companies worldwide.

  22. This is absolutely beautiful! I Love watching this video so much.

    I've been doing graphic deisgn as early as the age of 10, when I organized a "waveboard cup" it was televised too and in the news papers, then I started creating designs for a small fee when I was 13 for friends and even for people who I didn't know (youtube backgrounds, layouts) now I'm almost 16 and I'm going to an art college to study Graphic Design (hopefully) my entree exam is tomorrow! I'm going to print out all my work today to put in my portfolio.

    Wish me luck!

  23. How can I find out how I can use this video for informational purposes, this is a fabulous teaching tool to show others that graphic design is all around us.ย 

  24. Is this a good field to get into or criminal justice debating graphic design and that I know I know two different ends of the spectrum…please any advice needed.

  25. anyone looking for a graphic designer feel free to reach out to me. ย I have just finished with my bachelors degree in graphic design and now I'm looking to put my skills to the test. (vishdave92683)

  26. Thank you so much. God bless u. That was so enjoyable and informative. I am a geneticist muslim doctor. Genetics is like graphic design because genetics forms an integral part of essentially every science and medical field in life. Islam encourages me to enjoy every aspect of life within the glorious principles of Islam which is the best treatment for depression many people suffer from nowadays. Thank God.

  27. I can't help but feel America is quite far behind Europe when it comes to graphic design. My friends graduation show had better work than most of the examples in this video.

  28. All great designers base their work on a ton of creativity and scrap a lot of ideas and concepts before starting to graphically design it. You need unique concepts and to also make sure that your design suits the product, you want something that makes the viewer gasp! Also, Steve Attardoโ€™s covers are amazing, this guy is very talented!

  29. I've want to pursue this as my future career, I'm studying fine art gcse right now and next year taking A level art graphics. I'm just wondering how to get into this sort of Buisness ?

  30. I love making logos for people and photagraphy and video making can I use these skills for graphic design

  31. I've been looking for a GOOD video to present to my high school Graphic Art Design class on the first day that actually shows what is Graphic Design rather than just explaining it.Thanks to you I've finally found it! Great information with great visuals, thank you!

  32. But these guys are bad graphic designers. Why didn't they at least approach the guys at Pentagram?

  33. Superb! This video makes me subscribed on this channel because it gives a lot of information to talk about what graphic designing is and why is it important.

  34. 2019 anyone?

Leave a Reply

Your email address will not be published. Required fields are marked *