Graphic Design as Communication

Malcolm Barnard's Graphic Design as Communication explores the essential role of graphic design in conveying meaning and shaping identity across cultures.

In Graphic Design as Communication, Malcolm Barnard delves into the intricate relationship between meaning, identity, and graphic design. He posits that at its core, graphic design has always served as a medium of communication, transcending mere aesthetics. Barnard raises essential questions about the purpose of graphic design in society: Is it primarily for advertising, or does it hold artistic value? By examining these queries, he invites readers to reflect on the broader implications of design in cultural contexts.

Drawing upon a rich tapestry of theoretical frameworks, including the thoughts of Derrida, Saussure, Foucault, and Barthes, Barnard illustrates how graphic design plays a pivotal role in shaping social and cultural identities. Through various examples, such as advertising, magazines, and packaging, he demonstrates the ways in which graphic design communicates and resonates with diverse cultural groups. The exploration extends to how different demographics, including racial/ethnic, age, and gender groups, are portrayed within the realm of graphic design.

Additionally, Graphic Design as Communication contextualizes graphic design within the historical narratives of European and American modernism, while also addressing its significance in the postmodern and global landscape of the twenty-first century. Barnard challenges the perception of graphic design, questioning why it is often overlooked compared to traditional art forms, despite its integral role in our everyday lives.