Is graphic designing an art?

A Review of Literature

With the emergence and rapid advancement of the field of graphic design and introduction of new and innovative tools and concepts, as well as its rapidly growing utilization in the commercial industry, it has remained a matter of tough debate whether to consider graphic design as an art or a commercial business. Graphic designers are involved in rigorous efforts to create new designs for diverse commercial purposes. The competitive and creative graphic design ideas are always on sale and businesses like interior designers, garments, and many other product manufacturers are keen to buy and use these ideas to run and boost various aspects of their businesses. However, despite its commercial nature, creativity and artistic element is always present in graphic designing.

Graphic designers are often confronted with the argument that the work they do is not really an art, because the constraints within which graphic designers most frequently work are labeled “commercial.” Yet the solutions they create, at least the successful ones, are usually based on foundation principles of art and design taught in schools everywhere whether that is basic design or color theory. This literature review sheds light on the same issue to conclude whether graphic design should be considered as an art or a commercial business. The review attempts to clarify the questions about why art and graphic designing should be considered identical or at least graphic designing should be adjusted under the definition of art. Review will also focus on how to justify graphic designing as an art despite its commercial aspects.

Thesis statement

Although graphic designing is commercial and involves some additional elements that make it different from traditional art, yet it is based on the fundamental principles of art and creativity and shares aspects of definition with art; hence, it should be regarded as an art instead of mere commercial business.

Graphic Designing is an Art

Art and graphic design share common characteristics in their definitions. Research shows that both the terms graphic designing and art contain expression, communication, and creativity in their definitions. According to Mahovic Poljacek (2010) artists and graphic designers perform the same work with difference in their purpose. He added that both artist and graphic designer are involved in creating visual compositions using a shared knowledge base but both do it for different reasons. He argued that many designers are artists and many artists are designers but the line bifurcating the two roles is very complex and intriguing. Newark (2002) define graphic designing as “the art and profession of selecting and arranging visual elements—such as typography, images, symbols, and colors—to convey a message to an audience.” Newark (2002) further adds that graphic designing may also be referred to as visual communication in the sense that it gives form to information by combining visual and verbal elements into an effective whole.

Frascara (1988) also emphasizes the visual aspect of definition of graphic design. Frascara call it the activity aimed at organizing visual communication in the society that is concerned with efficiency of communication, technology used for its implementation and social impact that it creates. On the other hand, (Britanica.com, n.d.) defined art as “visual object or experience consciously created through an expression of skill or imagination.” Similarly, philosophers define art as expression of feelings and a way of communication.

Grundberg (1990) divided graphic designing into three major categories; firstly, the graphic designing for city plans, maps, and letterheads. Second category comprised of designing for business and government and third category is for newspapers, magazines and alike. Although all these categories serve commercial purposes, they retain the basic elements of creativity and artistic principles.

Graphic design being used for commercial purposes does not deprive it of its artistic nature. With the rapid advancements in the field of graphic designing in 20^th century, its commercial applications boosted. Thus with this turn of century, graphic designing was called commercial art. The basic argument posed by then was that how commercial business could be an art. Moreover, how art can retain its non-functional status while being commercial at the same time. However, graphic designing has its own principles, ethics and traditions and it should be considered as an art just like other fields such as architecture, photography and other forms of visual expressions Grundberg (1990).

According to Ursyn (1997), graphic designing is also known as communication design. It is considered as the art and practice of projecting and planning and experiencing with visual and textual context. Communication displayed in graphic designing is physical and virtual. Moreover, experience takes place in an instant moment or spanned over longer period. Graphic designing takes place in several forms such as stamps, brochures, company logo or interior designing of building which in turn represent forms of art. All these aspects of graphic designing as described by Ursyn (1997) justify that  graphic design is an art and not a commercial business by definition.

Despite its commercial aspects, graphic designing has always retained the basic element of creativity and artistic principles and that is the reason that it has history of aiding to the works of world famous artists, which testifies its complementary role in the field of art. According to Grundberg (1990), graphic designing had its influence on world known diverse artists like Picasso and Warhol. Similarly graphic design found its importance in contemporary arts once the post-modernist artists of 1980’s took serious interest in visual media. For example, the works of Barbara Kruger and Jenny Holzer could not be possibly that popular without the aid of graphic designing.

Mahovic Poljacek (2010) provides a detailed comparison on art and graphic designing. He states Mark Soppeland, a distinguished professor of arts as saying that design and fine arts are vast, multifaceted arenas having almost everything in common. He adds that both are forms of art based on communication of concepts and feelings through visual means. The main difference between the two is that a design usually is intended and fitted to the requirements of a client, while art follows the concerns of expression personally for the artist. Mahovic Poljacek (2010) describes both art and graphic designing as visual disciplines sharing same visual principles and aesthetics. The two are same in principles and elements and different in audience and intentions.

Just like an artists, graphic designers have to come up with unique and essential concepts of designs for their assignments. These concepts should retain the element of creativity.  If the designing is common and does not possesses some uniqueness in layout, it will no longer be considered as a good piece of art. Hence, it can be concluded that despite the use of graphic designing in engineering, business or other fields of study, it stems from arthritics, aspiration, and creativity.

Graphic designing is an art of visual communication. They solve problems related to visual communication with the help of images and text. This is pure artistic work. The key message conveyed by graphic designer through graphics motivates audience for some action. When graphic designer develops the design, it inspires people and they actually create things based on such designs. Artists also develop their work, which are presented to audience and if they like it, they inspired and motivated according to the related theme of the art.

Graphic designers are also considered as an artist as they are engaged in artistic work performed through graphic designing. Graphic designers bring concept into their work, which are creation of their mind, feelings, and moods. These qualities are also present related to the work of the artists. The difference comes when graphic designers simply use their creations for commercial purposes.  They receive monitory rewards for their creativity expressed in the form of graphic designs. Such monitory rewards keep them motivated to perform better graphic designing art. Artists are also encouraged by the remuneration (Licklider, 1968).

It is not necessary that something, which is commercial, could not be art. Current research studies consider graphic designing as an art. Graphic designing contradict the notion that commerce and art can not go together. Those people who are engaged in paintings, sculptures and other pure fine art project also sell their masterpieces. They earn their livelihood through selling. Although there are people who perform art because of their personal interest, large numbers of artists sell their artwork. Ancient artistic masterpieces are sold on huge bids. People are willing to purchase their artistic work. It is the case with graphic designing.

If art is separated from commerce, it can no longer flourish. Artists and designers both are involved in visual creation of designs. While deciding about which discipline to include it in, researchers are confounded. However, it can be included subjective fine arts discipline as well as objective social sciences.

Photography is performed for both commercial and non-commercial purposes. Where people are involved in photography just for fun, it is also performed for commercial purpose with the same spirit of creation and beauty. Similarly, graphic designing facilitate business and other commercial purpose with creational and artistic aspiration.

Engineers design interior of buildings with the help of graphic designers to make then facilitated by their creation. There are many eye-catching designs, which are not only amazing but also affective for living conditions. Role of designers is crucial in this regard. Art cannot be attributed with something, which cannot be sold for monitory gains. Instead, commercialism promotes art.

When artists get good remuneration of their work, they are motivated and their aspiration to develop work that is more creative enhances. Designer also has emotional bond to his/her client if work is performed for commercial purpose (Wennberg, 1996). When client is satisfied with the deigns, they applause and praise designers in a similar fashion as an artist is praised by the audience.

Good designs motivate people to perform the work according to the design. The more will be the creation in design; the more people will inspire to create the work in actual sense. Designing is not merely a skill, its talent. Not everybody is a good designer just like an artist. Skill is an important part of designing, however talent excel people to become good designers. Everybody has unique mental tendency towards specific profession.

It is better to choose a profession which is according to your mental tendencies and capabilities. Graphic designing is also viable career choice for those who have inherited creative and artistic aspirations. Knowledge and skills do have important role in graphic designing (Csuri, 1974). However, natural abilities are the most important element for graphic designing just like an artist.

Hence, it can be concluded with above discussion that despite commercial nature of the graphic designing, it is an art. Both the artist and the graphic designers perform their work with creative and artistic aspirations. Both have audience that praises their work for creational and artistic work. The works of world famous artists were also influenced by and were made possible with the aid of graphic designing.

References

Britanica.com. (n.d.). art | Britannica.com. Retrieved July 15, 2015, from http://www.britannica.com/art/visual-arts

Csuri, C. (1974). Computer graphics and art. Proceedings of the IEEE, 62(4), 503-515.

Frascara, J. (1988). Graphic Design: Fine art or social science?. Design issues, 18-29.

Grundberg, A. (1990). Review/Graphic Design; If It’s Commercial, Is It Really Art? The New York Times [New York]. Retrieved from http://www.nytimes.com

Licklider, J. C. R. (1968). Computer graphics as a medium of artistic expression. In The Metropolitan Museum Conference on Computers and Their Potential Applications in Museums (April 1968). New York.

Mahovic Poljacek, S. (2010). Technological Aspects of Graphic Design. Annals of DAAAM & Proceedings.

Newark, Q. (2002). What is Graphic Design? Roto Vision SA, ISBN 2-88046-539-7, Switzerland

Ursyn, A. (1997). Computer art graphics integration of art and science. Learning and Instruction, 7(1), 65-86.

Wennberg, T. (1996). France: our shrinking planet—a birds eye perspective on computer graphics and art education. ACM SIGGRAPH Computer Graphics,30(3), 10-11.