David McManus / 5th September 2018

Creative exposure

Welcome to the first part of our series; how technology is developing graphic design.

It doesn’t feel long ago since we found ourselves in awe of how technology, computers and the internet changed many aspects of modern life. Today, we can look back at the impact that digital revolution has on the way graphic designers work.

For us designers, the obsession started with a small portfolio and a case full of pens and pencils. Nowadays, technology plays a major role in the creation of digital work. The craft that a budding graphic designer learns today dramatically differs to what one might have studied 20 years ago.

 

So what’s changed?

It’s never been easier for companies to interact with their clients and consumers, as technology has enabled brands to accomplish higher online exposure. This has given marketers and graphic designers the ability to review and analyse real-time data, with an understanding of which design solutions are driving more traffic for the brand.

Designers are now faced with the challenge of adapting clients work to ensure it is optimised across a range of devices, providing maximum reach to the target audience. Logos, visual identity assets, and clever marketing messaging all have to perform equally well on apps, mobile devices, and larger screens. This has created new disciplines such as “responsive design”. Movement has also become more of a focus, with designers looking for ways to make the most static of logos look like they’re in motion.

 

Example of designers catering for multiple devices

Established in 2010, Bircroft Private is a high profile property finance company, operating at the heart of the property market. When designing and building the new website, it was important that the team at Straightedge adapted the clients site to ensure it could operate across multiple devices, providing the maximum reach to the clients audience.

 

To conclude…

Despite the higher online exposure and the growing amount of channels a graphic designer can contribute to – it is important that we remember that although technology has changed, one thing has stayed absolutely still… the need to be able to think creatively.

As simple as that statement may seem, a computer is only a tool, in the same way that a pencil is a mark maker. Neither can create without human input. So while the rise of technology has forced graphic designers to optimise their work, the best outcomes still come from the most creative minds – the designers themselves.