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DESIGN FACTS & ETHICAL STANDARDS Graphic design is an investment in your company's growth, not an expense. Design has a purpose. It is utilitarian and explains how to order product, how to navigate a web site, how to serve a client's interests, how to communicate to an audience, and how to convey information. Design is a process that starts by creating from general information to specific details. Design is also informational. It visually defines specific examples such as charts, etc. Design is a visual language that uses imagery to give meaning to content. More importantly, design communicates ideas, functions, and concepts to specific audiences such as age groups, geographic locations, income levels, gender, age groups, etc. Design introduces qualities of color. Design leads the viewer's eye. Generally, a designer divides a composition by reads. What do they read first, second, third, and so on? Design also follows rules such as balance, contrast, dominance, gradation, harmony, rhythm, and unity. Design includes principles such as line, shape and form, space, texture, value, color, and color interactions. A professional designer provides the client with a working agreement and/or estimate for all projects. Design "good design" is not cheap. You would be better served to spend your money on something else if you don’t place a high value on what it can achieve. There’s a view in Buddhism that there’s no "good" karma and no "bad" karma, there’s just karma. The same can’t be said for design. Karma is a universal condition. Design is a human act (which often affects conditions) and, therefore, subject to many variables. When the word design is used here, it is always in the context of good design. A lot of famous people have written many famous books on the importance of design and creativity. The subject matter ranges from using design and creativity to gain a strategic advantage or make the world a more livable place - and more. Much more. The focus here is on how to make the process of design work in the business environment so that the end product lives up to its potential. Copyright | All right reserved: American Institute of Graphic Arts 164 Fifth Avenue New York, NY 10010 212 807 1990, www.aiga.org |