Is
technology a positive advancement for graphic design?
When thinking about what technology is, we can
straight away think of several different examples of technology and how
beneficial, dependable and necessary it has become to the planet. Over the last
century, technological advancements have changed the way society works and the
way that we now live our lives. Technology in itself is something that has
existed for millions of years, as humans have evolved to learn from the
environment and in turn the tools that are required in order to progress. With
that said, the objective of the investigation will be to show how far
technology has come in recent years and how it plays a part in an ever
expanding society. As a result, it may be possible to determine how graphic
design is used as a way to demonstrate the advancements in technology, in the
modern world. This will in also prove that the changes made by technology are
happening for a positive reason, and the changes made in future will only
further revolutionize the world of graphic design.
Through the exploration of human technological
advancements, it may be possible to determine how technology has gotten to the
point it is currently at. It will also provide insight into the direction in
which it may be headed in the future. Through the context of graphic design,
the exploration will determine the ways in which the creative industry has
thrived over many years, the ways in which it has done so and the potential
ways in which it could continue in the future. As graphic designers, it is our
job to solve problems through a range of creative outlets and to use the tools
available at our disposal to adapt and learn from situations. It is also our
job to explore new ways to approach a problem, so that in future we are more
prepare for a similar task. Technology has played an important factor in
graphic design, as it allows for digital solutions to be presented and
undertaken in response to problems that face today’s society.
The focus point of the investigation will be to
prove how technology is used, how it adapts and how it plays an important part
in a changing society. As a result, a graphic design solution can be proposed
to meet the demands of today’s society and specific audiences that also demand
new and innovative ways of communicating. By looking at different viewpoints on
the topic of technology and the graphic design solutions, it will be possible
to understand how over time, there have been changes in the approaches to
problems. In conclusion to this investigation it may then be possible to
determine how graphic design will change in the future, once new technology
becomes the norm in society and why they will be vital to our development as a
society.
To begin the investigation, it was first necessary
to look back to the start of technology and how the first tools became an
important factor in human development, this way the difference between then and
now could be compared and contrasted, as a way to understand what makes
technology a positive advancement. For this, Erik
Brynjolfsson's book The Second Machine Age (1) provided a
clear view point on where he believes technological advancement first began. In
response to the question: “What have been the most important developments in
human history?” he says that the domestication of animals is where humanity
first began to make advancements in their nature. Over thousands of years, the
domestication of animals helped to build societies and allowed for more
efficient means of production. Once settlements began to arise, large empires
would start to shape the foundries of human settlements and through war; many
kingdoms, commerce and customs were transformed.
In the same way, creativity in human nature has
proved that through development and advancements, humanity has been able to
thrive and expand its potential. To understand the roles that creativity may
have played in society’s early advancements, it would first be necessary to
seek out sources that could prove the types of solutions humanity would have
taken in order to progress. In Gillian M
Morriss-Kay’s article, The evolution of
human artistic creativity (2), she explains how over millennia, the human
brain has advanced in terms of its enjoyment for creative output. Some of the
first known expressions of creativity can be dated back to 164 000 BP from a South African coastal site,
Pinnacle Point, where 57 pigment pieces were found. This suggest that body art
was probably one of the earliest forms of creative expression. She says, ‘Body
decoration is likely to have been an important precursor to the creation of art
separate from the body. The use of colour to decorate skin, bones and beads
suggests enjoyment of form and colour.’
It would
not be until thousands of years later that the development of human creativity,
through technology, became more identifiable. Although art and creative output
have been present in human behaviour for thousands of years, the term Graphic
Design wasn’t identified until 1922 when typographer William A Dwiggins
invented the term. This then identified a range of practices that would be used
to create logos, typefaces, book covers, magazines etc. Even during this early
stage in the 20th century graphic design would primarily focus on
the use of hand printing, engraving, ink drawing, fabric printing and other
manual means of production. This was because at this point in the development
of society, technology would have still been at an early stage, meaning the
efficiency of production was still limited.
When
comparing the practice of the past to the practice of today, there is
significant differences in the ways in which design is produced. With the introduction
of modern technology, problem solving has become a more approachable task when
considering the different solutions that are currently available to us. As
evidenced in Natalie Norcross’ article from 2017, How Graphic Design Is Evolving (3), ‘technology has enabled brands to have more
exposure online, allowing businesses to interact with their clients and
consumers, which has also allowed us the ability to review and analyse
real-time data to measure and see what sources are driving more traffic.’ Therefore, we can see that technology has not only
opened up opportunities to work differently but has also opened up opportunities
to work professionally and engagingly with an audience. It also proves that
today there is more efficient ways of using technology to communicate with one
another, primarily through the introduction of the Internet. This is something
that has drastically changed the way society works and has allowed for
technology to thrive as a result.
Before
understanding how technology has gotten to the point it is currently at, it
would be beneficial to first understand the intentions of technology and why it
was created. As explained in Mark Graham and William H. Dutton’s book, Society and the Internet (4),
‘Technologies do not just spring into being, but are invented, designed,
implemented, and used by people in particular social contexts. It is because
these technologies matter that it is valuable to understand why technologies
emerge and are designed and used in particular ways.’ This proves that the
invention of these technologies would bring with them meaning and purpose, much
like the introduction of new techniques when it comes to design. By providing
the option to adapt and develop skills through technology, design can begin to
find new ways to bring about solutions to problems.
If we
think of the revolutionary technological advancements of the modern world, we
can see that they clearly all have purpose and were made with the intention of
solving problems that society faced. Looking back to the early stages of
technology in graphic design, we can see that there are many limitations in the
processes that were available before the introduction of more advanced
technology of today. This is evidenced in Alan Pipes book, Production for Graphic Designers (5), where he says, ‘When the
first edition of this book was published, way back in 1992, computers were rarely
seen in graphic design studios – there were some expensive turnkey systems
around, mainly used for producing national newspapers – but the predominant
means of layout was the mechanical. Now computers are not only ubiquitous in
every area of the design-to-production cycle, but it is hard to imagine how
books and magazines were ever produced without them.’ This proves that the
production methods used as late as 1992 were for the most part inefficient in
comparison with the computer technology available at the time of the book being
rewritten, in 2005.
He then
goes on to explain the reasons for this drastic change in process, within the
world of design. With the introduction of the Internet, there have been
countless opportunities opened up in the design industry, including the vast
amount of resources available to people wherever they where in the world. The
introduction of the Internet also brought about new changes in the approach to
printing, as Alan Pipes goes on to say, ‘In the past few years a completely new
medium (to designers at least) has shot to prominence – the Internet. There was
no mention of the Internet in the first edition of this book. In the second
edition (1997) it was deemed important enough to deserve its own chapter, now
renamed Digital Design. Through the Internet, designers are able to break the
boundaries of traditional print and incorporate dynamic online resources that
could only be dreamt about when the first edition was put to bed. Despite the
rise of the Internet, print is still a large part of our lives.’ This proves
that not only has the production methods of graphic design changed
significantly, but it has done so for the better, with new and innovative ways
of creating design through digital medium. This also provides proof of the
claim made earlier that technology advancements have allowed the industries and
society to thrive as a result.
To
understand fully how design is changing and how this will be beneficial for the
future of design, looking at the different forms of design that are currently
in use today will provide evidence of the techniques and processes that have
stood the test of time. By identifying these processes, we can see which
elements of design are likely to still exist in the future and why they may still
be used. As already established, the Internet is one of the primary tools of
today’s design industry, making resources widely available and information
easier to gather. However, processes such as printing, are seen as a
fundamental part of graphic design even to this day. This is because
information in physical form is something that audiences can often interact
with, as well as perceive in person. For example, printing design for public
viewing allows people to engage with the design through viewing it on
billboards, advertisements, shop windows street signs and reading material etc.
Typography is also a staple part of graphic design, even though methods today
involve digital processes. This element of design has proved to be an important
factor in communication and is likely to remain close to its original processes
in the future.
Evidence
to support this claim can be seen in The
Complete Book on Printing Technology (6), where it says, ‘The invention of
typography has been called the beginning of the Industrial Revolution. It is
the earliest mechanization of a handicraft: the handle lettering of books.
Typographic design has been closely bound to the evolution of technology, for
the capabilities and limitations of typesetting systems have passed constraints
upon the design process. At the same time, typesetting has offered creative
challenges as designers have sought to explore the limitations of the available
systems and to define their aesthetic and communicative potential.’ From this
we know that typesetting is something that has allowed designers to explore new
boundaries and ways to create type within design practice. It is also evident
today, that typography has utilised the digital technology available to us,
with potential for further creative challenges to be undertaken by designers in
an attempt to push boundaries even further in future.
One thing
that cannot be certain at this point in time is whether design will change
drastically as the technology available becomes the default option for creating
innovative design. One thing we can be certain of is the new platforms that are
likely to be introduced more widely to society in the near future. As new
technology develops, so do the options for communication. One example of this
would be the recent introduction of virtual reality and 3D rendering,
particularly in the entertainment industries. This relatively new medium has
opened up new opportunities for design to be used in a way that fully emerges
the audience within a virtual space. Proof that virtual reality may be the
future of design is discussed in William Sherman and Alan B. Craig’s book, Understanding Virtual Reality: Interface,
Application and Design (7). They say ‘Artists working in any given medium
seek to exploit the specific qualities of that medium in their work. Virtual
Reality has many features that combine to make it a truly unique medium. These
features include the ability to manipulate the sense of time and space, the
option of interactivity and of multiple simultaneous participants, and the
potential for participants to drive the narrative flow of the experience. VR
brings all of these components together into a single medium, creating the
opportunity for a dynamic relationship between the recipient (participant) and
the medium.’ Therefore, it is evident that in order to extend the boundaries of
design, virtual reality offers the opportunity to engage audiences in a more
immersive experience. Creating work through this medium may prove to be a
popular form of design in the near future.
In
conclusion to the exploration of technology when it comes to graphic design,
there is clear evidence that technology has not only improved the processes and
efficiency of design, but has also encourage new ways for designers to pursue
creative challenges through new medium. However, it has also clear that the
processes and methods used before modern technology, are simultaneously useful
tools to have along side technology. This includes the use of printing methods
and typographical knowledge, as they are fundamental elements of modern design
and are useful for approaching different design problems. We may however, see a
change in the way that printing and typography is typically considered, with
the advancements of technology making processes easier and more efficient. As
graphic design continues to change and introduce new ways to revolutionise
creative output, there will certainly be changes to the way in which the
industry will operate. As the Internet has become a dependable tool for today’s
society, as well as improving communication with others, it is likely that
graphic design will continue to thrive as a result and open up new ways to
communicate and engage audiences with creative ideas.
Bibliography
Natalie Norcross, How Graphic Design Is Evolving (Forbes October 9 2017) (3)
Gillian M Morriss-Kay, The
Evolution of Human Artistic Creativity (12th January 2010) (2)
Mark
Graham and William H. Dutton’s book, Society
and the Internet (Oxford University Press, 2014) (4)
Alan Pipes
book, Production for Graphic Designers (Laurence
King Publishing, 2005) (5)
NIIR Board
Author, The Complete Book on Printing
Technology (ASIA PACIFIC BUSINESS PRESS Inc., 2nd July 2003) (6)
William
Sherman and Alan B. Craig, Understanding
Virtual Reality: Interface, Application and Design (Morgan Kaufmann, 2003)
(7)
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