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((Short description|Academic discipline))
((IPA link|((IPA link|))))((multiple issues|((confusing|date=July 2015))
((More citations needed|date=June 2007))))

'''Communication design''' is a mixed discipline between [[design]] and information-development concerned with how [[Media (communication)|media]] communicate with people. A communication design approach is concerned with developing the [[message]] and [[aesthetic]]s in media. It also creates new media channels to ensure the message reaches the target audience. Due to overlapping skills, some designers use [[graphic design]] and communication design interchangeably.

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.<ref name=":1">((cite web |url=http://www.cgiar.org/www-archive/www.cgiar.org/communicationstoolkit/pdf/Developing%20a%20Communication%20Plan.pdf |title=Archived copy |access-date=2014-10-30 |url-status=dead |archive-url=https://web.archive.org/web/20150413032136/http://www.cgiar.org/www-archive/www.cgiar.org/communicationstoolkit/pdf/Developing%20a%20Communication%20Plan.pdf |archive-date=2015-04-13 ))</ref>

Within the Communication discipline, the emerging framework for Communication as Design focuses on redesigning interactivity and shaping communication [[affordance]]s.<ref>((Cite journal|last=Aakhus|first=Mark|date=2007-03-01|title=Communication as Design|journal=Communication Monographs|volume=74|issue=1|pages=112–117|doi=10.1080/03637750701196383|s2cid=143543646|issn=0363-7751))</ref> 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.<ref>((Cite journal|last1=Guth|first1=Kristen L.|last2=Brabham|first2=Daren C.|date=2017-08-04|title=Finding the diamond in the rough: Exploring communication and platform in crowdsourcing performance|journal=Communication Monographs|volume=84|issue=4|pages=510–533|doi=10.1080/03637751.2017.1359748|s2cid=54045924|issn=0363-7751))</ref> The same authors have interviewed technology company founders about the democratic ideals they build into the design of [[e-government]] applications and technologies.<ref>((Cite journal|last1=Brabham|first1=Daren C.|last2=Guth|first2=Kristen L.|date=2017-08-01|title=The Deliberative Politics of the Consultative Layer: Participation Hopes and Communication as Design Values of Civic Tech Founders|journal=Journal of Communication|language=en|volume=67|issue=4|pages=445–475|doi=10.1111/jcom.12316|issn=1460-2466))</ref> 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.<ref name=":0">((Cite journal |last=Aakhus |first=Mark |date=2007 |title=Communication as Design |url=http://www.tandfonline.com/doi/abs/10.1080/03637750701196383 |journal=Communication Monographs |language=en |volume=74 |issue=1 |pages=112–117 |doi=10.1080/03637750701196383 |issn=0363-7751))</ref> 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 hierarchy|visual hierarchies]].<ref name=":0" /> 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 system|auditory]], vocal, touch, and olfactory senses.<ref>((Cite journal |last=Albadi |first=Noorh |last2=Zollinger |first2=Stephanie Watson |date=2021-07-26 |title=Dominant Learning Styles of Interior Design Students in Generation Z |url=http://dx.doi.org/10.1111/joid.12204 |journal=Journal of Interior Design |volume=46 |issue=4 |pages=49–65 |doi=10.1111/joid.12204 |issn=1071-7641))</ref> Examples of communication design practices include [[information architecture]], [[editing]], [[typography]], [[illustration]], [[web design]], [[animation]], [[advertising]], [[ambient media]], [[Brand management|visual identity design]], [[performing arts]], [[copywriting]] and [[professional writing]] skills applied in the [[creative industries]].<ref>((Cite book |url=https://link.springer.com/10.1007/978-3-031-35385-7 |title=Communication Design and Branding: A Multidisciplinary Approach |date=2023 |publisher=Springer Nature Switzerland |isbn=978-3-031-35384-0 |editor-last=Martins |editor-first=Nuno |series=Springer Series in Design and Innovation |volume=32 |location=Cham |language=en |doi=10.1007/978-3-031-35385-7 |editor-last2=Raposo |editor-first2=Daniel))</ref>

==Education==
Students of communication design learn how to create visual messages and broadcast them to the world in new and meaningful ways. In the complex [[digital environment]] around us, communication design has become a powerful means of reaching out to the [[target audience]]s. Therefore, it expands its focus beyond user-experiences to user-networks.<ref>((Cite journal |last=Herfurth |first=Lorenz |date=2023-04-01 |title=The dynamics of practice and their relevance for the development of an open studio culture in design education |url=https://intellectdiscover.com/content/journals/10.1386/adch_00063_1 |journal=Art, Design & Communication in Higher Education |language=en |volume=22 |issue=1 |pages=89–106 |doi=10.1386/adch_00063_1 |issn=1474-273X))</ref> Students learn how to combine communication with [[art]] and [[technology]]. The communication design discipline involves teaching how to design [[web page]]s, [[video game]]s, [[animation]], [[motion graphics]], and more.

Communication Design has content as its main purpose. It must achieve a reaction, or get a customer to see a product in a genuine way to attract sales or effectively communicate a message. Communication design students are often [[Illustrator]]s, [[Graphic designer|Graphic Designers]], [[Web design]]ers, [[The Advertising Archives|Advertising artists]], [[Animator]]s, [[Video editor|Video Editors]], [[Motion graphics|Motion graphic artists]], [[Printmaking|Printmakers]], and [[Conceptual art|Conceptual Artists]]. The term communications design is fairly general considering its interdisciplinary practitioners operate within various mediums to get a message across.<ref>((Cite journal |last=Craib |first=David |last2=Imbesi |first2=Lorenzo |date=2015 |title=Perception, Meaning, and Design: An Interdisciplinary Exploration of Visual Communication Design Theory |url=https://cgscholar.com/bookstore/works/perception-meaning-and-design |journal=The International Journal of Visual Design |volume=9 |issue=2 |pages=13–26 |doi=10.18848/2325-1581/CGP/v09i02/38758 |issn=2325-1581))</ref>

==Subdisciplines==
* [[Advertising]]
* [[Art direction]]
* [[Brand management]]
* [[Content strategy]]
* [[Copywriting]]
* [[Creative direction]]
* [[Graphic design]]
* [[Illustration]]
* [[Industrial design]]
* [[Information architecture]]
* [[Information graphics]]
* [[Instructional design]]
* [[Marketing communications]]
* [[Performing arts]]
* [[Presentation]]
* [[Technical writing]]
* [[Visual arts]]

===Visual communication design===

'''Visual communication design''' is the [[design]] working in any media or support of [[visual communication]].<ref>[[Bruno Munari|MUNARI, Bruno]]. '''Design and visual communication'''. Chronicle Books, 2006</ref><ref>WOLLNER, Alexandre. '''Visual Design 50 years'''. Cosac & Naify, 2003</ref><ref>LANGENFELDS, Ranya. '''Visual design'''. TEAME, 1997</ref><ref name=":4">((Cite book |last=Davis |first=Meredith |url=https://www.bloomsburyvisualarts.com/encyclopedia?docid=b-9781474208468 |title=Visual Communication Design: An introduction to design concepts in everyday experience |last2=Hunt |first2=Jamer |date=2017 |publisher=Bloomsbury Publishing Plc |isbn=978-1-4742-0846-8 |edition=1 |doi=10.5040/9781474208468))</ref> This is considered by some to be more accurate alternative terminology to cover all types of design applied in communication. It uses a visual channel for message transmission, reflecting the [[visual language]] inherent to some media.<ref>LEEUWEN, Theo Van. '''Reading images: the grammar of visual design'''. Routledge, 2006 - Pg. 4</ref><ref>FRASCARA, Jorge. '''Communication design: principles, methods, and practice'''. Allworth Communications, Inc., 2004 - Pg. 4</ref><ref>GARRET, Lillian. '''Visual design: a problem-solving approach'''. Michigan: R. E. Krieger Pub. Co., 1975.</ref> Unlike the terms [[graphic design]] ([[graphics]])<ref name=":3">MEGGS, Philip B. '''A history of graphic design'''. Michigan, Van Nostrand Reinhold, 1992 - Pg.xiii Preface</ref><ref name=":4"/> or [[interface design]] ([[electronic media]]),<ref name=":4"/> it is not limited to support a particular form of [[content (media and publishing)|content]].<ref name=":4"/>

=== Print media design ===
'''Print media design''' is a graphic design discipline that creates designs for printed media.<ref name=":3" /> Print design involves the creation of flyers, brochures, book covers, t-shirt prints, business cards, booklets, bookmarks, envelope designs, signs, letterheads, posters, CD cover, print media design templates, and more.<ref name=":1" /> The goal of print design is to use visual graphics to communicate a specific message to viewers.

==See also==
*[[Design elements and principles]]
*[[Communication studies]]
*[[Swiss Style (design)]]

==Footnotes==
((reflist))

== External links ==
* [http://www.goethe.de/kue/des/dos/dos/kom/enindex.htm Dossier Communication Design in Germany of the Goethe-Institut]

((Communication studies|state=expanded))
((Design))

[[Category:Communication design| ]]
[[Category:Design]]
[[Category:Advertising campaigns]]
[[Category:Writing]]
[[Category:Packaging]]
[[Category:Communication studies]]

[[de:Kommunikationsdesign]]

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