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The impact of educated visual design on culture has become a pressing issue, thanks to the widespread use of instant digital visual media. This trend towards visual communication affects not only trained professionals but also everyday people without formal training.
Let’s start by clarifying what visual design is. It’s a part of communication design, which goes beyond just graphic design. Visual design includes any intentional creation that conveys visual messages, regardless of the medium used.
Historically, visual designers focused on presenting content, typically received from a client. Their task was to find the best way to visually communicate that content, often involving arranging images and text on a surface.
While this might seem simple, there are many factors to consider. The inherent complexity arises from the infinite possibilities of arranging coloured shapes on surfaces. The abundance of options can be overwhelming, requiring the imposition of limits. Clear boundaries, usually set by the assignment, help visual communicators make decisions. However, in today’s landscape, where visual design encompasses all aspects of visual culture, the absence of constraints can make the process challenging.
Moreover, visual designers need to recognize and create from the global nature of our times. They operate within specific cultural contexts, but these contexts are now more global than ever. The audience for visual design is not just an individual client but the public at large.
Traditionally, art and design have been channels for visual culture. Artists sell their own vision, while designers sell someone else’s. However, this line is becoming blurred, with designers showcasing personal creativity and artists catering to patrons’ expectations.
This raises the question: what does society expect from visual design, and what does visual design expect from society? Currently, there’s a demand for cheap and fast work, but visual designers should resist being reduced to replaceable manual labour. They should be seen as cultural agents with profound cultural awareness, moving beyond mere expertise in colour and typefaces to become professionals who actively engage with and shape culture.
