Diseño Gráfico · Creativo Visual
There are designs that simply provide information, and designs that also tell a story. A book cover can introduce us to a book, but it can also give us a glimpse into its world. A poster can advertise a film, but it can also make us feel as though we are about to step into it. Packaging can tell us what a product contains, but it can also weave a story around the brand. That is where visual storytelling comes into play.
Paper art is an artistic discipline that has taken galleries, advertising campaigns, publishing houses and shop windows by storm. What, just a few years ago, might have seemed like a craft technique reserved for creative niche markets has now become a constant source of inspiration for graphic designers, illustrators and art directors.
In the world of graphic design and illustration, there are figures who transcend the boundaries of their profession or discipline to become true cultural icons. One such figure is undoubtedly Marjane Satrapi. Her name is inextricably linked to one of the most notable graphic novels, which revolutionised contemporary autobiographical comics. Persepolis demonstrated that illustration could tackle political, social and human themes with a depth comparable to that of cinema or literature.
On 2 May, we lost one of the designers who shaped the image of modern Spain. José María Cruz Novillo was one of those figures who, although they may not always make the headlines, have left a deep imprint on the daily lives of millions of Spaniards. You may not realise it, but I’m convinced you’ve come across his work without even knowing it. And not just once, but many times.
His designs have been part of everyday life and the everyday visual landscape of Spain for decades. He is one of those designers whose work becomes so ubiquitous that it ends up being invisible: it is everywhere, but hardly anyone stops to think about who created it.
One of the most influential factors in how a product is perceived in the world of graphic design is its packaging. Before trying a food product, a perfume or a piece of technology, the first thing we encounter is its packaging. In a market saturated with countless options, packaging design has become a strategic tool and brand asset – both for attracting attention and communicating values, and for creating a memorable visual impact.
Good packaging not only protects the product inside, but also creates a brand experience. It acts as a salesperson at the point of sale. That is why there is a growing trend towards designs that convey quality, personality and a distinct identity compared to the competition.
If you’ve ever felt that modern design seems too perfect, too polished or even a little cold, you’re not alone. Interestingly, it was that very feeling that gave rise to one of the most influential movements in the history of design: the Arts and Crafts movement.
When we think of graphic design, we tend to imagine vibrant colours, elegant typography or impressive illustrations. But there is something quieter, almost invisible, that underpins all of this and determines whether a design captivates and convinces: visual composition. It is that “something” that, although we may not always be able to describe, we feel when a piece of work is well done and effective. Is a powerful tool that establishes the architecture or foundation of the visual.
It is not just about aesthetics, but rather the structure that organises the elements of a design so that the message it communicates is clear, attractive, and easy to understand.
Continue Reading “Visual composition: the structure of graphic design”
There was a time when listening to music was basically just that: listening. A vinyl record spinning, a cassette tape rewinding with a pen, a radio playing in the background… And then, in 1981, someone had an idea that was as simple as it was revolutionary: what if music could also be watched? Thus, MTV (Music Television) was born, a channel that not only changed the way we consume music, but also redefined visual culture, branding and contemporary aesthetics, leaving a mark that is still impossible to ignore today.
As we already know, the main task of any graphic designer is to communicate visually. But in order to master design, we need to continue advancing in theory. Behind every striking design, there is a set of invisible rules that support it. These rules are the 7 key elements of graphic design. They are basic elements with which we construct visual meaning.
Following on from the previous article, I would like to emphasise the importance of the design brief. It is a highly underrated tool that I consider essential for approaching a project with clear knowledge and foundations from the outset.
The design brief is a powerful, well-structured document that acts as a bridge between the client and the designer. When well crafted, it is an important ally throughout the creative development of the brand.