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Graphic Design And Technology Essay

Introduction

Literature review

Where it all begin

Technology progressed further causing some disruption

The impact on the industry & society

Technology or 70s approach?

Conclusion

Introduction

In my essay I will be investigating designers thoughts on the impact digital technologies have had on the graphic design process. I will be looking back on where it all began starting with firstly the tools that technology came together to create. I will be including research on how computers simplified the whole process and also at the downfalls technology had had on graphic design. I’m interested in this area, as I want to learn about the changes with graphic design as technology had progressed.

Literature review

Technology today is referred to as electronic cocaine according to a statement on the ITV news, it is said that 70% of people become stressed when they can not access the internet, digital technology has become a major part of peoples lives and most say they can’t live without it either it being to socialize or when they are working. Even when people are not working they admit to carry on working 24/7. 62% of people believe that technology has changed their lives forever.

In the case of the graphic design practice technology has had a huge impact on how people work, before you would start off by sketching your ideas, then you would create a mockup showing what the product would look like, complete with the dimensions and colors ready to show the client.

An email from a graphic designer on their thoughts whether they prefer design these days or whether he preferred it before technology. This was his response.

“Bit of both, I like the technology and ease of now but prefer the older days when skill and ideas were appreciated more. Photoshop and Computers do not make you a designer – Ideas and thought do. You can’t purchase that in a box” (Burgess,b).

Another opinion of this would be “new technology has had a great impact on the field of graphic design because of printers and scanners, internet and designing programs” (Ausrine31,2008)

Although someone would disagree “despite the health hazards and rampant insanity, there were some great things about the whole “hands – on process”

Berry Burges also believes

“I think we actually had a life, to be honest. We weren’t slaves to technology, original thought was a valued prize, and a person’s craft and skill were honed over well-balanced judgment, implementation and experience. Focus and application were the name of the game, not option 3-9” (Burges,2010)

Although William Perez would disagree, “New graphic design software allows us to skip the old copy and past and stripping process, allowing us to do the work in a quarter of the time, lets be thankful” (Perez,2010)

Andrew Kelsall would argue, “a couple of things bother me, one is the extent to which technology has evolved. The evolution of technology has been tremendous. I’m not computer literate at all and at the risk of being thought of as an old fogey, I mistrust what computers do to ideas. But given the impact of computers within the design world, the impact of computers on photography, the impact on the web, I think there has been a really fundamental sea change, a kind of shift of the critical mass” (S.Heller,E. Pettit,2001)

Someone else who would agree with the above quote would be Dean Rieck “After more than three decades of technological evolution, creativity isn’t what it used to be. I don’t mean the pool of creative advertising talent is shrinking; I mean the way creative people go about creating is different, its design programs; it’s a complete shift in the creative process” (Dean Rieck, 2006)

He would also argue “Technology often is criticized for taking us further from the natural order of things, But in my experience, technology brings us closer. Today creating advertising can be more organic and free flowing than it ever was with typewriters or paintbrushes, with such a low barrier to entry, there’s more bad advertising than ever. But there’s also more good advertising than ever” (Dean Rieck,2006)

Another opinion would be

“With the help of good printers that knew what they were doing, results were as good as anything you’d see today with all of the fancy technology. So has all of this “new” technology made our job easier? “Yes and no” would be my answer. We still face challenges as designers. One of the biggest challenges is restraint. We now have millions of fonts, stock photography up the wazoo, photo-retouching software where we can make an 80 year old into a teenager again. We are now the typesetters, paste-up artists and art directors, account executives AND designers… all wrapped into one. This gives us enormous flexibility and creative control. However, it gives the customer more chances to make changes that although not time consuming, can often be counter productive. That said, I don’t think I’d want to return to the “old” ways of doing things. This old dog likes learning new tricks! “  (willis,2011)

A theory made by business writer Richard Thorton was, “the invention of the personal computer made it possible for untrained designers to create their own documents. This injured the market for included document templates, typefaces, clip art and more. The end user can also go online and purchase or sometimes download for free any of these things as well” (Richard Thorton)

Where it all began

In the 70’s Graphic designers only tools would be rubber cement, kneaded erasers, x-actoknives, proportion wheels, border tape and illustration boards to create logos, posters and many other advertisements.

Until technology came together to create the Corel PageMaker a computer application, this then started a revolution in Graphic Design drastically changed the whole process. Then DTP (desktop publishing) was created most aspects of Graphic Design traditions were no longer used. The change in tools made a change in education, this field became technology-heavy.

Computers simplified the whole process, more work could be completed at work or at home, the computer applications included fonts, font sizes and leading options meaning there where no need for a typesetter. The flexibility of the computer made it so that clients could approve designer’s designs faster because you could now send the items electronically. Computers now make it so that one person can answer a client brief in a quarter of the time it would usually take a whole team of designers to create.

Technology progressed further causing some disruption

Technology became even better when Graphic-design software was improved, QuarkXPress replaced PageMaker, QuarkXPress made it so that designers had more control over their work. Just over a Decade after that Adobe released InDesign, which is now very widely used in Graphic Design.

But because of these applications and because apple revolutionized the industry and made Graphic Design much more widespread, practically everyone can get their hands on the software meaning people could now create their own documents and designs.

The impact on the industry & society

Technology is having a huge impact on large newspaper companies as well as everyday life. Newspaper companies have been hit hard as people are turning to the internet to find out the news, its become even more easier to access the news as people can simply click and app on their smartphones and it will load up in their hands at any time of day in any place they are. Now because of this newspaper companies have been forced to close down, as they are no longer needed. This would be a huge downfall because of the progression of technology, but there are also good points to this in my opinion I feel the ease of just clicking something on your phone to bring up what you need to see within a few seconds a lot simpler than having to go out to your local newsagents and have to spend money. So I believe there is good and bad towards this side of technology. You can see the impact technology has on society, when you walk around people have their heads down to the floor because they are looking at their phones, people don’t have the communication skills people used to have before technology, people don’t speak face to face, you no longer even have to go to the office for a meeting.  There are also the good points to this also, the fact that if you need to get in touch with someone very quickly it can be done with a press of a button. People can now communicate with people from all around the world, whether it be a meeting, work or socially.

But as a result of this people no longer want to step outside and find something fun to do such as, meeting friends, going for walks etc. people are becoming more and more lazy as technology progresses. Technology should be a privilege but people today take it as a right they should have.

Technology has saved money in the graphic design field as things like posters had to be painted by hand meaning paints needed to be purchased, brushes, inks, glues which where also a health hazard, spray mount, tools and so on.

The internet made it possible for Graphic Designers to communicate between clients, to search for new ideas for their projects, send their projects to friends or put them up on a blog for opinions. This why a designer can alter any mistakes there may be in their designs that other people could spot.

Even with all the good points of technology some people would argue

“I think we actually had a life, to be honest. We weren’t slaves to technology, original thought was a valued prize, and a person’s craft and skill were honed over well-balanced judgment, implementation and experience. Focus and application were the name of the game, not option 3-9” (Burges,2010)

But also because of the invention of the personal computer

Richard Thorton said that, “the invention of the personal computer made it possible for untrained designers to create their own documents. This injured the market for included document templates, typefaces, clip art and more. The end user can also go online and purchase or sometimes download for free any of these things as well” (Richard Thorton)

Another downfall of the impact of technology on the graphic design field would be plagiarism many users are unaware of copyright laws and that they are violating by using a designers work, they wouldn’t know that some one is doing this unless you where searching online all the time.

Technology or 70s approach?

As I have gone through my research I have found there is an equal balance of for and against technology, technology has its good and its bad points, Dean Reick would argue

“Technology often is criticized for taking us further from the natural order of things, but in my experience, technology brings us closer. There’s more bad advertising than ever. But there’s also more good advertising than ever” (Dean Rieck,2006)

I have included some poster designs created with technology and without technology to support the above quote,

After looking at the different variations I have learnt that design was just as good as it is now and technology doesn’t necessarily make design better, it just makes the whole process quicker.

Technology v’s Before Technology

I have learnt that before all this technology came about, designers would be more thoughtful and careful with their designs. I feel a lot more time was spent creating all the paste-ups, whereas nowadays its straight onto the computer and it can be done within a day or so.

But I also agree with a quote from Burgess B who said he prefers “a bit of both, I like the technology and ease of now but prefer the older days when skill and ideas were appreciated more. Photoshop and computers do not make you a designer, ideas and thought do. You cant purchase that in a box” (burgess B,2012)

As I have gone through my research I have found that most designers feel they do prefer the technology nowadays because of the ease of everything but they do feel there was more appreciation before

technology when they had to create and spend time on their mockups.

Conclusion

In conclusion I feel that the impact digital technologies have had on Graphic design are a mixed bunch of opinions, personally I agree with each different opinion to some extent. I feel technology has made the job a whole lot easier than how it used to be in the 60’s as you can now answer a clients brief easily within a few hours as the designer and client can communicate by email its much more flexible this way. But on the other hand I have discovered a downfall of the impact of technology on the practice, as the work isn’t appreciated as much as it used to be back when everything was carefully thought out. People can easily access the design software graphic designers use, making it easy for any untrained designer to become a graphic designer by creating their own documents, etc. Most people don’t see the hard work behind the designs created anymore.

References

websites

Ausrine31 (2008) technology in graphic design [online] available from

< http://www.studymode.com/essays/Technology-Graphic-Design-147109.html>

Andrew kelsall(2001) the impact of the new digital technology on the nature of graphic design the digital designer[online]available from                               <http://www.andrewkelsall.com/the-impact-of-new-digital-technology-on-the-nature-of-graphic-design-the-digital-designer/>

Dean Rieck (2006) how technology had changed creativity in the ad business [online] available from <http://www.directcreative.com/how-technology-has-changed-creativity-in-the-ad-business.html&gt;

Sharon Mcelwee, how has the internet changed grapic design [online] available from <http://www.ehow.com/about_5418496_internet-changed-graphic-design.html&gt;

Technology in graphic design (2008) technology in graphic design [online] available from <http://www.studymode.com/essays/Technology-Graphic-Design-147109.html­>

Personal Email

Burges,b.(2012) their opinion [email] to me. [accessed 9 october 2012]

Blog

Burges,BB.(2010)Advertising and design b.c – before computers, advertisitng and design b.c – before computers. [blog]26th November 2010. Available from < http://www.armadillo-creative.com/blog/advertising-and-design-b-c-–-before-computers/>

Perez, WP.(2010)graphic design before the computer, graphic design before the computer.[blog]27/September/2010.available from < http://breezycreativedesign.com/2010/09/27/graphic-design-before-the-computer/>

Willis,W.(2011)back in my day cut & paste vs pasteup, cut and paste vs pasteup.[blog]july 10th 2011.available from

< http://blog.willisdesign.com/?p=263>

Bibliography

websites

Andrew kelsall(2001) the impact of the new digital technology on the nature of graphic design the digital designer[online]available from                               <http://www.andrewkelsall.com/the-impact-of-new-digital-technology-on-the-nature-of-graphic-design-the-digital-designer/>

Ausrine31 (2008) technology in graphic design [online] available from

< http://www.studymode.com/essays/Technology-Graphic-Design-147109.html>

Burges,BB.(2010)Advertising and design b.c – before computers, advertisitng and design b.c – before computers. [blog]26th November 2010. Available from <http://www.armadillo-creative.com/blog/advertising-and-design-b-c-–-before-computers/>

Dean Rieck (2006) how technology had changed creativity in the ad business [online] available from <http://www.directcreative.com/how-technology-has-changed-creativity-in-the-ad-business.html>

Perez, WP.(2010)graphic design before the computer, graphic design before the computer.[blog]27/September/2010.available from < http://breezycreativedesign.com/2010/09/27/graphic-design-before-the-computer/>

Sharon Mcelwee, how has the internet changed grapic design [online] available from http://www.ehow.com/about_5418496_internet-changed-graphic-design.html

Technology in graphic design (2008) technology in graphic design [online] available from <http://www.studymode.com/essays/Technology-Graphic-Design-147109.html­>

Willis,W.(2011)back in my day cut & paste vs pasteup, cut and paste vs pasteup.[blog]july 10th 2011.available from

< http://blog.willisdesign.com/?p=263>

(2012) design before computers ruled the universe [online] accessed from <http://www.webdesignerdepot.com/2012/02/design-before-computers-ruled-the-universe/>

(2009) the negative effects of advancing technology on society <http://www.articleonlinedirectory.com/128143/the-negative-effects-of-advancing-technology-on-society.html>

(2011) how the mighty computer changed the industry [online] accessed from

<http://inspiredology.com/how-the-mighty-computer-changed-the-industry/&gt;

Personal Email

Burges,b.(2012) their opinion [email] to me. [accessed 9 october 2012]

Images

Image 59 –

http://www.google.co.uk/imgres?q=dada+design+poster&um=1&hl=en&sa=N&tbo=d&biw=1280&bih=738&tbm=isch&tbnid=OuG6sS_MNM6aUM:&imgrefurl=http://luc.devroye.org/fonts-30202.html&docid=sM521NH68-vlCM&imgurl=http://luc.devroye.org/TheoVanDoesburg-Dada-poster.jpg&w=600&h=605&ei=eQyuUJv-M8rP0QWY4oD4BQ&zoom=1&iact=hc&vpx=320&vpy=137&dur=146&hovh=225&hovw=224&tx=107&ty=154&sig=108829829417122847909&page=1&tbnh=140&tbnw=139&start=0&ndsp=42&ved=1t:429,r:3,s:0,i:94

image – 60 http://www.google.co.uk/imgres?q=50%27s+poster&um=1&hl=en&biw=1280&bih=738&tbm=isch&tbnid=zjQYgCQxjR1-mM:&imgrefurl=http://www.loti.com/drivein.html&docid=vIkmnn-2ODrcmM&imgurl=http://www.loti.com/50ftw58.jpg&w=304&h=491&ei=7mSiUPGJLKPY0QWanYDwBw&zoom=1&iact=hc&vpx=180&vpy=105&dur=259&hovh=285&hovw=177&tx=70&ty=145&sig=108829829417122847909&page=1&tbnh=137&tbnw=96&start=0&ndsp=33&ved=1t:429,r:0,s:0,i:66

image 61 –

http://www.google.co.uk/imgres?q=60s+poster&num=10&hl=en&tbo=d&biw=1280&bih=738&tbm=isch&tbnid=zm43esVMqRWUTM:&imgrefurl=http://hippyofdoom.deviantart.com/art/60s-poster-13573003&docid=uPA3IyP-vbYQmM&imgurl=http://www.deviantart.com/download/13573003/60s_poster_by_hippyofdoom.jpg&w=371&h=538&ei=3QyuUNWFNOaX1AXF5IH4Dg&zoom=1&iact=rc&dur=488&sig=108829829417122847909&page=1&tbnh=139&tbnw=96&start=0&ndsp=43&ved=1t:429,r:15,s:0,i:144&tx=44&ty=68

image 62 – http://www.google.co.uk/imgres?q=60%27s+poster+design&um=1&hl=en&biw=1280&bih=738&tbm=isch&tbnid=4rzXewDqtj2CEM:&imgrefurl=http://deliciousindustries.blogspot.com/2009/01/vintage-60s-zodiac-posters.html&docid=rw9PXZWPaeodNM&imgurl=http://2.bp.blogspot.com/_WjxBSW9JWRY/SXe6JiTa6XI/AAAAAAAABp4/1A69sgIg7Gg/s400/05.jpg&w=400&h=290&ei=dwCtUMmCHabM0QXGy4H4Bg&zoom=1&iact=hc&vpx=561&vpy=184&dur=1433&hovh=191&hovw=264&tx=194&ty=102&sig=108829829417122847909&page=1&tbnh=140&tbnw=194&start=0&ndsp=35&ved=1t:429,r:30,s:0,i:159

image 63

http://www.google.co.uk/imgres?q=60%27s+poster&um=1&hl=en&sa=N&tbo=d&biw=1280&bih=738&tbm=isch&tbnid=4rzXewDqtj2CEM:&imgrefurl=http://deliciousindustries.blogspot.com/2009/01/vintage-60s-zodiac-posters.html&docid=rw9PXZWPaeodNM&imgurl=http://2.bp.blogspot.com/_WjxBSW9JWRY/SXe6JiTa6XI/AAAAAAAABp4/1A69sgIg7Gg/s400/05.jpg&w=400&h=290&ei=XQ2uULjMN4TX0QXRkIDABg&zoom=1&iact=rc&dur=458&sig=108829829417122847909&page=1&tbnh=145&tbnw=200&start=0&ndsp=43&ved=1t:429,r:26,s:0,i:194&tx=108&ty=48

image 64 –http://www.google.co.uk/imgres?q=poster+design&num=10&um=1&hl=en&biw=1280&bih=738&tbm=isch&tbnid=CQwp1cQ57jkL2M:&imgrefurl=http://www.smashingbuzz.com/2011/04/best-showcase-of-poster-designs-from-professionals-portfolio/&docid=ZRrF_2ozLYfmUM&imgurl=http://www.smashingbuzz.com/wp-content/uploads/2011/04/All-School-Art-Poster.jpg&w=530&h=750&ei=IACtULq6DM61hAeanICwDw&zoom=1&iact=rc&dur=225&sig=108829829417122847909&sqi=2&page=1&tbnh=136&tbnw=96&start=0&ndsp=35&ved=1t:429,r:15,s:0,i:177&tx=74&ty=89

image 65 –http://www.google.co.uk/imgres?q=poster+design&num=10&um=1&hl=en&biw=1280&bih=738&tbm=isch&tbnid=y4-qoG7t2PzWPM:&imgrefurl=http://www.anna-om-line.com/english.htm&docid=TwQp6pnV4CweFM&imgurl=http://www.anna-om-line.com/love_poster_by_annaOMline.gif&w=468&h=702&ei=IACtULq6DM61hAeanICwDw&zoom=1&iact=rc&dur=372&sig=108829829417122847909&sqi=2&page=1&tbnh=136&tbnw=91&start=0&ndsp=35&ved=1t:429,r:11,s:0,i:165&tx=40&ty=86

image 66 – http://www.google.co.uk/imgres?q=poster+design&num=10&um=1&hl=en&biw=1280&bih=738&tbm=isch&tbnid=kqQdd4LNPO0w8M:&imgrefurl=http://operadevil69.deviantart.com/art/Devil-s-Puppet-Poster-Design-110466643&docid=I78CYiJWDX8P9M&imgurl=http://www.deviantart.com/download/110466643/Devil__s_Puppet_Poster_Design_by_operadevil69.jpg&w=1033&h=1476&ei=IACtULq6DM61hAeanICwDw&zoom=1&iact=rc&dur=216&sig=108829829417122847909&sqi=2&page=1&tbnh=121&tbnw=85&start=0&ndsp=35&ved=1t:429,r:18,s:0,i:186&tx=57&ty=85

image 67 –

http://www.google.co.uk/imgres?q=poster+design+2012&um=1&hl=en&biw=1280&bih=738&tbm=isch&tbnid=6E8KieVzQC9GmM:&imgrefurl=http://raw.abduzeedo.com/post/28359986868&docid=bJ5_BEdKPExpnM&imgurl=http://25.media.tumblr.com/tumblr_m7zbbxvvQm1r46py4o1_1280.jpg&w=600&h=818&ei=cAKtUNehJ4LB0QWw4YDgCA&zoom=1&iact=rc&dur=376&sig=108829829417122847909&page=2&tbnh=122&tbnw=80&start=30&ndsp=37&ved=1t:429,r:47,s:0,i:210&tx=51&ty=82

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