Communication design

Communication design can also refer to a systems-based approach, in which the totality of media and messages within a culture or organization are designed as a single integrated process rather than a series of discrete efforts. This is done through communication channels that aim to inform and attract the attention of the target audience. Design skills must be used to create content suitable for different cultures and to maintain a pleasurable visual design. These are crucial pieces of a successful media communications kit.

Within the Communication discipline, the emerging framework for Communication as Design focuses on redesigning interactivity and shaping communication affordances. Software and applications create opportunities for and place constraints on communication. Recently, Guth and Brabham examined the way that ideas compete within a crowdsourcing platform, providing a model for the relationships among design ideas, communication, and platform. The same authors have interviewed technology company founders about the democratic ideals they build into the design of e-government applications and technologies. Interest in the Communication as Design framework continues growing among researchers.

Overview

Communication design seeks to attract, inspire, and motivate people to respond to messages and to make favorable impact. This impact oriented toward the objectives of the commissioning body, which can be either to build a brand or move sales. It can also range from changing behaviors, to promoting a message, to disseminating information. The process of communication design involves strategic business thinking, including using market research, creativity, problem-solving, and technical skills and knowledge such as colour theory, page layout, typography, and creating visual hierarchies. Communication designers translate ideas and information through a variety of media. In order to establish credibility and influence audiences through the communication, communication designers use both traditional tangible skills and the ability to think strategically in design and marketing terms.

The term communication design is often used interchangeably with visual communication, but it maintains a broader meaning that includes auditory, vocal, touch, and olfactory senses. Examples of communication design practices include information architecture, editing, typography, illustration, web design, animation, advertising, ambient media, visual identity design, performing arts, copywriting and professional writing skills applied in the creative industries.