Thirteenth International Conference on Design Principles & Practices

Abstract

This paper brings light to different realms of knowledge in the field of graphic design. Interview respondents were asked what is needed to succeed, advance, and develop within the domain of graphic design. Mapping respondents’ experiences through phenomenological and thematic analyses resulted in the classification of individuality, universality, and commonality as different realms of knowledge within the discipline. Individual knowledge can be seen as making the appropriate choices for each project, both culturally and historically, and having both artistic and professional qualities to even break the rules when needed. Universality, in this study, consists of knowing methods and tools. In light of constant technological changes, the respondents considered it important to possess historical knowledge to correctly use tools and to not lose touch with manual work methods such as sketching. Respondents considered it imperative to be a part of the graphic design community, and reflected that this knowledge is not taught in design schools. Experience was seen as fundamental when it comes to being able to argue for your designs, however such experience is difficult to articulate. The three knowledge domains of universality, individuality, and commonality provided insights into different realms of graphic design knowledge. The study thus delineates graphic design knowledge elements in the analysis of the interviews, in relation to universality: the fundamentals and tools, in relation to individuality: the artistic aspects of being able to develop your own styles and repertories, and in relation to commonality: the shared community of practices among graphic designers.