My frustration stemmed from the attitude that design was primarily focused on beautification or just ‘making thing look nice’ and the view of ‘if it looks nice people will react well to it’. Undoubtedly the look of a piece of communication is an important factor but shouldn’t be the only factor when considering [graphic] design projects. A piece of graphic design is a piece of communication that is made with the express purpose of achieving a desired result. Often the thinking part of design was either decided by teams of non-designers before the designers were commissioned (i.e. client teams) or not considered at all.The author has studied Psychology and but has been working over many years in the advertising industry.
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