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The Impact of New Digital Technology on the nature of
Graphic Design: The Digital Designer
Assignment 2: Question 4. The Impact of New Digital Technology on the nature of Graphic
Design and the role of the Graphic Designer
This is old research from Oct 2001
PLEASE USE THIS ARTICLE FOR REFERENCE. IT IS AN OLD ARTICLE FROM
UNIVERSITY. HOPE IT CAN HELP YOU
Andrew Kelsall Module 220GD Design Culture Module Leader: Mark
Williams Support: David Tidball
The Digital Designer
Within this essay an investigation shall be made into how graphics designers work now,
compared to how they used to work. Firstly, a short study of the origins of computers will be
shown, and a brief history of how computer generated design concept was developed. I shall
look into what exactly the role of the graphic designer is and the different and varied ways in
which technology is used within it. Also, the nature of graphic designer today will be studied
and compared with the areas of graphic design in previous eras. Secondly, a study shall be made
into what different technologies which are used in design and what these different technologies
are. This essay will explore how these technologies are used and what benefits there are from
using them over traditional and established methods. Thirdly, there shall be discussion about
why graphic designers need or think they need technology and if there is merely a want for
technological advances.
2
The concept of a design method derived in the 1960s.Design method refers to the procedures
and techniques to be used within design. Design Method has often been referred as design
methodology, which is the study of the methods of design. At this time there was much
discussion into the ways in which design was moving. The ways of design method in the 1950s
and 60s were used to justify the development of new design techniques. It was at this time when
computers were starting to be marketed to business users and scientists, not just for the Military.
By 1962 there was enough interest in new design methods for a conference to be held in London.
Many agreed that the use of new technologies, utilising a more systematic method of design by
use of computers and automatic controls was the way forward. There were other conferences up
to 1965. However, there were many disagreements about design method and scientific
method due to the similar methods utilised in both such as the use of machinery and
computers.
One of the last conferences was about the different areas of design in which these new
technologies were being used and experimented with. Such area included architecture,
engineering design and computer-aided design methods. Computer-aided design was a subject of
much interest which inspires many publications and conferences. Since this basis
derived, computers were starting to be used for other areas such as
3
artistic and graphical applications. The late 70s saw the advent of the Macintosh. From there
was an explosion of technological advancements which have greatly helped in this field. Such
advancements include the invention of the 3.5 inch floppy disc, which was launched in 1980.
This has given the means for graphic designers to be flexible and distribute and archive their
work. Fig one shows an early computer aided design of a hospital bed designed to a systematic
design specification. It was produced using newly developed computer technology. As can be
seen it is simple and precise. As computer technology developed and printmaking techniques
have improved, colour designs such as playing card prints (fig two) were developed. It is the
techniques of printing and designing simple designs such as these which have evolved into the
kind of computer-generated imagery that we all see today. Fig three shows a combination of fine
colour print, 3D design and computer-aided design that we are al now used to seeing every day.
Even with the use of computer technology, let us remember that the computer has been
developed; edging towards a perfection but they are just tools and it is the role of the designer
which confirms a good design.
So what is the role of the graphic designer? Well, there are roles in which graphic designers take
part. Not only do they choose to design, they have to be aware of such matters as currant affairs
and peoples
4
attitudes towards design. Also, they are employed as strategists, conceptualists and aestheticisms
and work in management. Currant affairs can greatly affect the direction of a designers work.
For example, if a British designer was asked to promote British beef for France after the ban was
lifted, the designer would have to incorporate many factors in his/her thought to produce a good
and appropriate design. There would need to be a factor of sensitivity towards the attitudes of the
French people towards British beef not to mention the political issues involved. A design must
then be devised which does not offend but instead reassures. In my opinion the nature of the
graphic designer is fundamentally to produce design work that is worthwhile, appreciated,
responds to the target audience and is original and different. The desire to create work that is
different, I feel, is the greatest challenge of all requirements. After all, not all work is aimed at a
certain target audience, therefore cannot respond to everyone. In light of this, graphic design
work which reaches further into originality has the greatest impact within some areas. Obviously,
sometimes an original, pleasing design is not always appropriate, such as designs for elections
(such as America now), designs need to be able to be punchy and easily understood which have
their basis on simplicity.
5
Unlike previous generations, designers now have digital technology as an allie and tool.
Designers can now interface with various forms of technology in many different ways. Digital
technology is now the way forward in the field of graphic design. Digital language is the
language of computers. Digital technology is now practically used in every form of machinery;
from mobile phones to car engines. One of the most useful ways in which to utilise digital
technology is through the use of computers. Digital applications used on computers give
designers to means to create, erase, manipulate and experiment with design.
There are many different forms of technological applications at the designers disposal. Graphic
designers and artists can use graphical computer programs such as Adobe Photoshop, Adobe
Illustrator and many other professional applications to create images. There are literally endless
possibilities of what a good and talented designer can use programs such as these for. There are
other collectives of computer programs such as publishing applications (such as Quark Express
and Adobe Indesign) and also 3D programs, such as 3D Studio Max and Rhyno. There are
Internet applications (such as Dreamweaver and Adobe Go Live!).
These applications are utilised using a Macintosh or Personal Computer. The applications have
simple interfaces and can be easily
6
learned by enthusiastic people within a good education. A mouse or graphics tablet is used by the
designer to produce designs on-screen. Digital cameras, printers and scanners can be plugged
into the computer to give the designer versatility and creativity. There are many benefits from
using computer technology instead of more traditional methods. Methods of design in the past
were all produced by hand and methods of print were vastly different. The impact of the digital
revolution is profoundly affecting the ways in which designs are printed. For example, the days
of using acetate type overlays, colour selectors and cut and pasting are pretty much now in the
past. One great advantage of using computers is that applications contain tools which enable
graphic designers to experiment with much ease. Therefore, designers now have more power
with the use of new digital technology. Technology has given not just professional graphic
designers and students in education the chance to express themselves in various ways, but it has
given way for anybody around the world who is interested in design the chance to get themselves
known.
Because of the technology, we have the opportunity to become really important. We dont need
publishes anymore to do this. Just look at the Web designers, they can single-handedly reach the
world eventually with
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full-motion video and stereo sound. We can do this for free; we can all do it at home, not only
designers, but also everybody else in the world. So I am exited by this because I am hoping that
people are going to be serious enough to not be constantly in search of something thats just cool,
but to be in search of ideas that can eventually begin to fill these huge empty vessels of
technology
Steven Heller and Elinor Pettit
Graphic Designers use digital technology because it is more productive than previous traditional
methods, but do they need to use the technology or merely want it? In my opinion designers
need digital technology. There are many complexities within the field of graphic design. It
incorporates technology, art and science. Therefore designers have to produce work which can
be commercial and to be distributed throughout the world. The only way to do this is through the
use of digital technology. There are many areas of graphic design, which include various
specialties (editorial, corporate, retail, ect) and subspecialties such as direct mail, environmental
design and Web design. The only way to tie all these areas of design together id through the
use of digital technology. Not only is there a need for digital technology, there is a requirement
for it from the Industry. Designers also want to embrace the technology because of the vast
implications that it can and does have in
8
design. There is risk in using computers though. Designers work can easily become systematic
and boring only utilising the computers functions and creativity as their own.
..a couple of things bother me. One is the extent to which technology has evolved. The
evolution of technology has been tremendous. Im not computer-literate at all. And at the risk of
being thought 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 that there has been a really fundamental sea change, a kind of shift of the critical
mass.
Steven Heller and Elinor Pettit
I agree with the above quote. I feel the development of digital technology is a great aspect of
graphic design. As computer applications become more powerful, it is easy to let more of the
computer produce the work and lesson a designers creativity. As the nature of the graphic
designer is to think and then act on his/her thoughts; when a computer can do the thinking
where does this leave the graphic designer and what is the role that they play?

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