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A graphic design project may involve the stylization and presentation of existing text and either preexisting imagery or images developed by the graphic designer. Elements can be incorporated in both traditional and digital form, which involves the use of visual arts, typography, and page layout techniques. Graphic designers organize pages and optionally add graphic elements. Graphic designers can commission photographers or illustrators to create original pieces. Designers use digital tools, often referred to as interactive design, or multimedia design. Designers need communication skills to convince an audience and sell their designs.

The "process school" is concerned with communication; it highlights the channels and media through which messages are transmitted and by which senders and receivers encode and decode these message. The semiotic school treats a message as a construction of signs which through interaction with receivers, produces meaning; communication as an agent. Typography Main article: Typography Typography includes type design, modifying type glyphs and arranging type. Type glyphs (characters) are created and modified using illustration techniques. Type arrangement is the selection of typefaces, point size, tracking (the space between all characters used), kerning (the space between two specific characters) and leading (line spacing).

Typography is performed by typesetters, compositors, typographers, graphic artists, art directors and clerical workers. Until the digital age, typography was a specialized occupation.[15]

Page layout Main article: Page layout

Golden section in book design Page layout deals with the arrangement of elements (content) on a page, such as image placement, text layout and style. Page design has always been a consideration in printed material and more recently extended to displays such as web pages. Elements typically consist of type (text), images (pictures), and (with print media) occasionally place-holder graphics such as a dieline for elements that are not printed with ink such as die/laser cutting, foil stamping or blind embossing.

Printmaking Main article: Printmaking Printmaking is the process of making artworks by printing on paper and other materials or surfaces. The process is capable of producing multiples of the same work, each called a print. Each print is an original, technically known as an impression. Prints are created from a single original surface, technically a matrix. Common types of matrices include: plates of metal, usually copper or zinc for engraving or etching; stone, used for lithography; blocks of wood for woodcuts, linoleum for linocuts and fabric plates for screen-printing. Works printed from a single plate create an edition, in modern times usually each signed and numbered to form a limited edition. Prints may be published in book form, as artist's books. A single print could be the product of one or multiple techniques.

The pencil is one of the most basic graphic design tools. Aside from technology, graphic design requires judgment and creativity. Critical, observational, quantitative and analytic thinking are required for design layouts and rendering. If the executor is merely following a solution (e.g. sketch, script or instructions) provided by another designer (such as an art director), then the executor is not usually considered the designer.

Tools The method of presentation (e.g. Arrangements, style, medium) is important to the design. The development and presentation tools can change how an audience perceives a project. The image or layout is produced using traditional media and guides, or digital image editing tools on computers. Tools in computer graphics often take on traditional names such as "scissors" or "pen". Some graphic design tools such as a grid are used in both traditional and digital form.

In the mid-1980s desktop publishing and graphic art software applications introduced computer image manipulation and creation capabilities that had previously been manually executed. Computers enabled designers to instantly see the effects of layout or typographic changes, and to simulate the effects of traditional media. Traditional tools such as pencils can be useful even when computers are used for finalization; a designer or art director may sketch numerous concepts as part of the creative process.[16] Styluses can be used with tablet computers to capture hand drawings digitally.[17]

Computers and software Designers disagree whether computers enhance the creative process.[18] Some designers argue that computers allow them to explore multiple ideas quickly and in more detail than can be achieved by hand-rendering or paste-up.[19] While other designers find the limitless choices from digital design can lead to paralysis or endless iterations with no clear outcome.

Most designers use a hybrid process that combines traditional and computer-based technologies. First, hand-rendered layouts are used to get approval to execute an idea, then the polished visual product is produced on a computer.

Graphic designers are expected to be proficient in software programs for image-making, typography and layout. Nearly all of the popular and "industry standard" software programs used by graphic designers since the early 1990s are products of Adobe Systems Incorporated. Adobe Photoshop (a raster-based program for photo editing) and Adobe Illustrator (a vector-based program for drawing) are often used in the final stage. Designers often use pre-designed raster images and vector graphics in their work from online design databases. Raster images may be edited in Adobe Photoshop, logos and illustrations in Adobe Illustrator, and the final product assembled in one of the major page layout programs, such as Adobe InDesign, Serif PagePlus and QuarkXpress. Powerful open-source programs (which are free) are also used by both professionals and casual users for graphic design. These include Inkscape (for vector graphics), GIMP (for photo-editing and image manipulation), Krita (for painting) and Scribus (for page layout). and construction teams.

Experiential graphic designers try to solve problems that people encounter while interacting with buildings and space. Examples of practice areas for environmental graphic designers are wayfinding, placemaking, branded environments, exhibitions and museum displays, public installations and digital environments.

Occupations Main article: Graphic design occupations Graphic design career paths cover all parts of the creative spectrum and often overlap. Workers perform specialized tasks, such as design services, publishing, advertising and public relations. As of 2016 median pay was $53,316 per year.[20] The main job titles within the industry are often country specific. They can include graphic designer, art director, creative director, animator and entry level production artist. Depending on the industry served, the responsibilities may have different titles such as "DTP Associate" or "Graphic Artist". The responsibilities may involve specialized skills such as illustration, photography, animation or interactive design.

Employment in design of online projects was expected to increase by 35% by 2026, while employment in traditional media, such as newspaper and book design, expect to go down by 22%. Graphic designers will be expected to constantly learn new techniques, programs, and methods.[21]

Graphic designers can work within companies devoted specifically to the industry, such as design consultancies or branding agencies, others may work within publishing, marketing or other communications companies. Especially since the introduction of personal computers, many graphic designers work as in-house designers in non-design oriented organizations. Graphic designers may also work freelance, working on their own terms, prices, ideas, etc.

A graphic designer typically reports to the art director, creative director or senior media creative. As a designer becomes more senior, they spend less time designing and more time leading and directing other designers on broader creative activities, such as brand development and corporate identity development. They are often expected to interact more directly with clients, for example taking and interpreting briefs.

Crowdsourcing in graphic design Main article: Crowdsourcing creative work Jeff Howe of Wired Magazine first used the term "crowdsourcing" in his 2006 article, "The Rise of Crowdsourcing."[22][23] It spans such creative domains as graphic design, architecture, apparel design, writing, illustration etc. Tasks may be assigned to individuals or a group and may be categorized as convergent or divergent. An example of a divergent task is generating alternative designs for a poster. An example of a convergent task is selecting one poster design.