Suppose you want to announce or sell something, amuse or persuade someone, explain a complicated system or demonstrate a process. In other words, you have a message you want to communicate. How do you “send” it? You could tell people one by one or broadcast by radio or loudspeaker. That's verbal communication. But if you use any visual medium at all-if you make a poster; type a letter; create a business logo, a magazine ad, or an album cover; even make a computer printout-you are using a form of visual communication called graphic design.
Used correctly, images can be extremely powerful and are an effective tool of communication. In comparison to words, people respond more quickly to imagery as they are more able to express emotions and moods. With image based design the image must convey the entire message. After all, “a picture paints a thousand words”.
Type-based design uses nothing but typography to convey a message. Designers use words in a different way to copywriters. A designer uses different fonts, type size, colors, columns, margins and spacing to make the text unique and visually attractive. Just like the meaning of words, how the text looks is just as important for a graphic designer.
When designers combine both text and images to convey the message to the audience, it is known as image and type design. It is the designer’s job to use the right typographic elements and combinations to make sure the type and image complement each other to create a powerful visual.
Just like imagery, symbols and logos also have huge potential to evoke rapid responses. They are an abstract way of representing a specific idea or identity. Logos and logotypes reveal that the product belongs to a particular company. In order to create this, the designer must have a clear understanding of what the company identity or idea represents and who the target audience is.