The term graphic design can refer to a number of artistic and professional disciplines which focus on visual communication and presentation. Graphic design is a creative process that combines art and technology to communicate ideas and messages. The designer works with a variety of communication tools in order to convey a message from a client to a particular audience. The main tools are image and typography. Designers are experts at presenting information in a visual form. They often combine images and typography to communicate a client’s message to an audience. They explore the creative possibilities presented by words (typography) and images (photography, illustration, and fine art). It is up to the designer not only to find or create appropriate letterforms and images but also to establish the best balance between them. Composition is one of the most important features of graphic design especially when using pre-existing materials or diverse elements.
Designers are the link between the client and the audience. On the one hand, a client is often too close to the message to understand various ways in which it can be presented. The audience, on the other hand, is often too broad to have any direct impact on how a communication is presented. What’s more, it is usually difficult to make the audience a part of the creative process. Unlike client and audience, graphic designers learn how to construct a message and how to present it successfully.