The biggest challenge today for graphic designers is cutting through the ubiquitous white noise of everyday communication. The average person is confronted with over 3,000 commercial messages daily. It is increasingly difficult for institutions and corporations to reach out to their specific audiences. Graphic designers have to find new ways of translating the world around us into messages that are relevant emotionally and intellectually - beyond mere ink on paper.
Graphic design is expanding beyond two dimensions, conquering space, motion and interaction — the profession becomes a much broader discipline, constantly elevating its impact on society. In a sense, our next generation of graphic designers needs to be prepared to become visual engineers, creating meaningful communication across all media — their tools are surprise, empathy and beauty.
Graphic designers — and designers in general, are no longer the 'pretty makers' that get called upon, once everyone else has completed their work: graphic designers can be at the forefront of research and ideation - their unique skills enable them to define a problem, and to translate and communicate it adequately.
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