“The details are not the details. They make the design.” These words about the nature of&nbsp;the job, expressed by Charles Eames, have become&nbsp;a well-known&nbsp;eternal truth for graphic designers. They are actually the people building a bridge between the art and the functional goal-centered design. They mix the power of art and functionality within the limits of particular goals and definite audience. They make beauty work for people.Here in Tubik we have&nbsp;felt all the variety of stones in that way. Today we invite our readers to review the diverse purposes for which graphic design can be highly beneficial as we have checked in design practice.<h2>What is graphic design?</h2><span>As we mentioned in one of our&nbsp;<a href="https://tubikstudio.com/graphic-design-communication-beyond-words/" target="_blank" rel="noopener">previous articles</a>&nbsp;about the issue, graphic design can&nbsp;be described as the sphere of human activity that lies on the crossroads of several directions, first of all, visual arts, communication and psychology. Basically, graphic designers do the job of communication to others by means of graphic (visual) elements such as images of different style and complexity, types and fonts, pictograms, shapes and sizes, colors and shades, lines and curves etc.&nbsp;Graphic designer makes all those elements of visual perception transfer the message, so he makes them functional. Therefore, we could say that graphic designers are artists applying their talents mostly not in pure art but communicating and purposeful art.</span>Modern graphic design broadly covers all spheres of human life which deal with visual&nbsp;communication, from books and posters to sophisticated mobile applications or 3D animation. Let’s look into directions in which graphic designers can&nbsp;express their creativity for the sake of solving problems and satisfying needs.<img width="474" alt="character design sketches" src="https://tubikstudio.com/wp-content/uploads/2016/09/sketches-1024x1024.jpg" height="474" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/sketches-1024x1024.jpg"><h2>Graphic design directions</h2>Nowadays, graphic design is an incredibly broad sphere for application of artistic talents. In particular, it includes:<ul><li>editorial design</li><li>illustration</li><li>identity (logo and branding) design</li><li>icons and pictograms</li><li>typography</li><li>interface graphics and elements</li><li>print advertisements</li><li>big print items such as posters and billboards</li><li>signs</li><li>packaging etc.</li></ul>Thus, it’s easily seen that modern designers in this sphere have multiple options to apply their talents. In all the mentioned directions, the basic purpose of graphic&nbsp;design&nbsp;is to serve a particular purpose or even a set of them by means and techniques of art.<img width="474" alt="art graphic design tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/art-graphic-design-1024x1024.jpg" height="474" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/art-graphic-design-1024x1024.jpg">Graphic design in modern life full of digital devices is getting more and more technological. Famous Italian designer Massimo Vignelli said “The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease. For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.”&nbsp;Remembering the words we have to say that the purposes of modern graphic design are pushed further and further.&nbsp;Not only does it beautify the physical or digital object, but also helps its users, navigates them, guides their way via which they can get both aesthetic pleasure and problem-solving benefits.<h2>Graphic design purposes</h2>Today, graphic design can set diverse purposes. It rarely happens that the object of graphic design serves only one objective. Looking over the most essential of them, we would mention the following.<h2>Identifying</h2><span>This purpose first of all serves for branding reasons. It is primarily concerned on creating logos which usually lie the foundation for the whole branding strategy. This is the task at which designers work with multiple factors combining specific features of the target audience, laws and rules of artistic harmony, psychology of color and shape impact on human perception and emotions, the current situation on the market, business goals of the brand or company.&nbsp;</span>Numerous logos accomplished by studio designers have proved that this symbolic image plays the crucial role in all the next stages of brand strategy, including printwork (like posters, business cards, corporate documentation templates etc.), interface design (when brand or company uses digital sources and channels of reaching their clients like blogs, websites, apps, widgets etc.), branded items (like stationery, cups, notebooks etc.) and other directions. The efficient logo is usually based on deep analysis supported by designer’s talent and skills and presents a balanced mixture of art and functionality. Thinking over all the details, designer selects the type and image of a logo that will correspond to the objectives of the company or brand strategy.<img width="800" alt="andre logo design tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/andre_logo_design_tubik_studio-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/andre_logo_design_tubik_studio-1.png"><a href="https://tubikstudio.com/case-study-andre-rebranding-logo/" target="_blank" rel="noopener">Andre logo&nbsp;</a><img width="800" alt="lion browser logo tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/08/lion-browser-logo-tubik-studio-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/08/lion-browser-logo-tubik-studio-1.png"><a href="https://dribbble.com/shots/2893175-Lion-Browser-Icon" target="_blank" rel="nofollow noopener">Lion browser logo icon</a><img width="800" alt="Toonie Alarm logo" src="https://tubikstudio.com/wp-content/uploads/2016/10/TUBIK_Toonie_Teaser-1.gif" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/10/TUBIK_Toonie_Teaser-1.gif"><span><a href="https://tubikstudio.com/case-study-toonie-alarm-app-ui-design/" target="" rel="">Toonie</a>&nbsp;wordmark</span><img width="800" alt="logo design tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/08/logo-design-tubik-studio-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/08/logo-design-tubik-studio-1.png"><a href="https://dribbble.com/shots/2861991-fOxygenic-Icon" target="_blank" rel="nofollow noopener">fOxygenic logo</a><img width="474" alt="design4users logo" src="https://tubikstudio.com/wp-content/uploads/2016/09/design4users-logo-1024x769.jpg" height="356" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/design4users-logo-1024x769.jpg"><span><a href="https://design4users.com/" target="_blank" rel="noopener">Design4Users</a>&nbsp;logo tested in print stickers</span><img width="474" alt="Passfold Logo by Tubik Studio" src="https://tubikstudio.com/wp-content/uploads/2015/10/passfold_logo_IPhone-1024x683.jpg" height="316" title="Image: https://tubikstudio.com/wp-content/uploads/2015/10/passfold_logo_IPhone-1024x683.jpg"><a href="https://tubikstudio.com/case-study-passfold-designing-logo/" target="_blank" rel="noopener">PassFold logo</a><span>Read more about&nbsp;<a href="https://tubikstudio.com/basic-types-of-efficient-logo-design/" target="_blank" rel="noopener">types of logos</a>&nbsp;and&nbsp;<a href="https://tubikstudio.com/logo-design-creative-stages/" target="_blank" rel="noopener">creative stages</a>&nbsp;of logo design</span><h2>Beautifying</h2>This is the broadly used function of graphic design items that has found its comprehensive realization in all the spheres of users&nbsp;interacting with visual stuff, from advertising to book covers and cartoons, to user interfaces of all kinds, packaging, photos and tons of other things. It’s not a secret that people are not only rational but also emotional creatures, and most of us are visually driven and aesthetically engaged.&nbsp;Although the content and functions are the most important factors in making a product problem-solving, the old classic trend hasn’t changed: people still believe that a good dress is a card of invitation. The attractive and stylish look is traditionally highly important to make your user think about trying the&nbsp;product, especially in conditions of modern intense competition.<img width="800" alt="tubik studio illustration graphic design" src="https://tubikstudio.com/wp-content/uploads/2016/07/tubik-studio-illustration-graphic-design-1.jpg" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/07/tubik-studio-illustration-graphic-design-1.jpg"><a href="https://dribbble.com/shots/2807032-Muscles-Magazine" target="_blank" rel="nofollow noopener">Muscles Magazine</a><img width="800" alt="tubik illustration jazz tales book" src="https://tubikstudio.com/wp-content/uploads/2016/09/tubik_illustration_denys_boldyriev_jazz_tales_book-1.jpg" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/tubik_illustration_denys_boldyriev_jazz_tales_book-1.jpg"><a href="https://dribbble.com/shots/2848026-Tales-of-the-Jazz-Age-Book-Cover" target="_blank" rel="nofollow noopener">Tales of the Jazz Age Book Cover</a><span>Graphic design in all its variety becomes a powerful tool of interface beautification. It can be applied in the slightest details like&nbsp;<a href="https://tubikstudio.com/icons-in-ui-design-great-power-of-small-details/" target="_blank" rel="noopener">icons</a>&nbsp;and up to significant elements like&nbsp;<a href="https://tubikstudio.com/illustration-in-ui-art-in-action/" target="_blank" rel="noopener">illustrations</a>&nbsp;and&nbsp;<a href="https://tubikstudio.com/mascot-magic-personifying-your-brand/" target="_blank" rel="noopener">mascots</a>.</span><img width="800" alt="graphic design tutorial tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/tutorial_singify_tubik_illustration_flat_app_ios_design-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/tutorial_singify_tubik_illustration_flat_app_ios_design-1.png"><a href="https://dribbble.com/shots/2904642-Singify-App-Tutorial" target="_blank" rel="nofollow noopener">Singify App Tutorial</a><img width="800" alt="ui animation cafe app tubikstudio" src="https://tubikstudio.com/wp-content/uploads/2016/05/ui-animation-cafe-app-tubikstudio-1.gif" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/05/ui-animation-cafe-app-tubikstudio-1.gif"><a href="https://dribbble.com/shots/2660900-Cafe-Coupon-App" target="_blank" rel="nofollow noopener">Cafe Coupon App</a><img width="800" alt="mobile app design tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/moneywise_app_tubik_studio-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/moneywise_app_tubik_studio-1.png"><a href="https://dribbble.com/shots/2834048-Moneywise-App" target="_blank" rel="nofollow noopener">Moneywise App</a><img width="800" alt="tubik studio motion design" src="https://tubikstudio.com/wp-content/uploads/2015/12/tubik-studio-motion-design-1.gif" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2015/12/tubik-studio-motion-design-1.gif"><a href="https://dribbble.com/shots/2148431-GIF-for-the-Timeline-App" target="_blank" rel="nofollow noopener">Timeline App</a><img width="474" alt="ToonUP design by Tubik Studio" src="https://tubikstudio.com/wp-content/uploads/2016/08/ToonUP-design-by-tubikstudio-1024x576.jpg" height="267" title="Image: https://tubikstudio.com/wp-content/uploads/2016/08/ToonUP-design-by-tubikstudio-1024x576.jpg"><span><a href="https://tubikstudio.com/case-study-toonie-alarm-app-ui-design/" target="" rel="">Toonie</a>&nbsp;Coming Soon page background</span><h2>Setting the theme</h2>A broad variety of graphic design techniques and diversity of approaches establish a steady foundation of setting the theme of the offered product via visual elements. Like the copy is able to not only transfer the message but also set the tone and voice of communication, the visual elements, including background, typography, composition, color palette, shapes and sizes, stylistic approaches can immediately inform the user about the features and market segment of the app or website and also appeal to emotions of target audience. Visual perception plays the incredible role in decision-making, especially in cases of the first interaction when only several short minutes and sometimes even seconds are vital to get the user interested. This funсtion&nbsp;also works when the graphics highlight specific trends or events.<img width="800" alt="tubik studio animated illustration" src="https://tubikstudio.com/wp-content/uploads/2016/04/tubik-studio-animated-illustration-1.gif" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/04/tubik-studio-animated-illustration-1.gif"><a href="https://dribbble.com/shots/2618306-Lowrider" target="_blank" rel="nofollow noopener">Lowrider</a><img width="800" alt="tubik_illustration_under_water" src="https://tubikstudio.com/wp-content/uploads/2016/02/tubik_illustration_under_water-1.jpg" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/02/tubik_illustration_under_water-1.jpg"><a href="https://dribbble.com/shots/2528917-Underwater-Explorer" target="_blank" rel="nofollow noopener">Underwater explorer</a><img width="800" alt="pikachu poster tubik studio design" src="https://tubikstudio.com/wp-content/uploads/2016/09/tubik_studio_illustration_pickachu_poster-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/tubik_studio_illustration_pickachu_poster-1.png"><a href="https://dribbble.com/shots/2864434-Poster-Pikachu" target="_blank" rel="nofollow noopener">Pikachu Poster</a><img width="800" alt="apple even animation tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/apple_event_animation_tubikstudio-1.gif" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/apple_event_animation_tubikstudio-1.gif"><a href="https://dribbble.com/shots/2947132-Apple-Event-Animation" target="_blank" rel="nofollow noopener">Apple Event Animated Graphics</a><img width="800" alt="Rio 2016 Illustration tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/rio_2016_tubik_illustration1-1.jpg" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/rio_2016_tubik_illustration1-1.jpg"><a href="https://dribbble.com/shots/2881413-Rio-2016" target="_blank" rel="nofollow noopener">Rio 2016</a><h2>Explaining and guiding</h2>This function of graphic design elements is widely used both in print and in all the types of interfaces, first of all in various tutorials, manuals, tool-tips, guides etc. No need to say that here a picture is really worth a thousand words: it saves precious time and helps to avoid big copy blocks. Moreover, graphics based on thorough analysis of target audience turn on the mechanism of empathy and emotional appeal which also enhances user experience and supports business goals.<img width="800" alt="travel app tutorial tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/07/travel-app-tutorial-tubik-studio-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/07/travel-app-tutorial-tubik-studio-1.png"><a href="https://dribbble.com/shots/2766678-Travel-App-Tutorial" target="_blank" rel="nofollow noopener">Travel App Tutorial</a><img width="800" alt="tutorial_design_tubik_studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/tutorial_design_tubik_studio-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/tutorial_design_tubik_studio-1.png"><a href="https://dribbble.com/shots/2933178-Shauts-App-Tutorial" target="_blank" rel="nofollow noopener">Shauts App Tutorial</a><img width="474" alt="Illustration Saily Tubik Studio design" src="https://tubikstudio.com/wp-content/uploads/2016/01/Illustration-Saily-Tubik-Studio-design-1024x768.png" height="356" title="Image: https://tubikstudio.com/wp-content/uploads/2016/01/Illustration-Saily-Tubik-Studio-design-1024x768.png"><a href="https://tubikstudio.com/case-study-saily-app-designing-ui/" target="_blank" rel="noopener">Saily App Tutorial</a><img width="800" alt="tubikstudio graphic design illustration" src="https://tubikstudio.com/wp-content/uploads/2016/05/tubikstudio-graphic-design-illustration-1.jpg" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/05/tubikstudio-graphic-design-illustration-1.jpg"><a href="https://dribbble.com/shots/2677621-Ryiadh-Tour-Guide" target="_blank" rel="nofollow noopener" title="Link: https://dribbble.com/shots/2677621-Ryiadh-Tour-Guide">Ryiadh Tour Guide</a><img width="800" alt="blog app design tubik studio" src="https://tubikstudio.com/wp-content/uploads/2016/09/blog-app-tubik-studio-1.png" height="600" title="Image: https://tubikstudio.com/wp-content/uploads/2016/09/blog-app-tubik-studio-1.png"><a href="https://dribbble.com/shots/2409018-Simple-Blog-App" target="_blank" rel="nofollow noopener">Blog App</a><h2>Enhancing navigation</h2><span>Custom graphic elements are a great tool for enhancing navigation and therefore&nbsp;boosting&nbsp;usability. Based on&nbsp;user&nbsp;research and testing, it can have&nbsp;a great impact on conversions and retaining readers, providing easy flow of journey through the website or app. In addition, all this positive influence is supported with aesthetic pleasure which users get from sophisticated visual&nbsp;elements and harmonic composition.</span>

Modern Graphic Design: Directions and Purpose

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