4 Reasons Why the Term ‘Graphic Design’ Won’t Last into the 22nd Century

Before you throw stones, you need to know that I am a brand consultant and a graphic designer. I don’t consider myself a graphic designer. I AM ONE! I have a BFA in Graphic Design from the University of the Arts and have been in the field for over 20 years. You don’t have to believe me but what I am going to say needs to be said.

I dont believe the term ‘graphic design’ will be used in the 22nd century.

Too bad I won’t be around to see this unless the fountain of youth is discovered in my lifetime. I have seen some major changes over the years. An example on the positive side: more women are pursuing graphic design education. An example of the negative side: graphic design still seems to be…well, so lily white. (Although the numbers are growing, people of color from disadvantaged communities struggle with the high cost of tuition at design schools and the pressure to choose hard science based professions. I know this was my experience.) 

But for the record, here’s a news flash: Graphic Design is a fairly young discipline. In Phillip B. Meggs book, History of Graphic Design, he credits William Addison Dwiggins, a type and book designer, with coining the phrase ‘graphic design’ in 1922. That was only 94 years ago. Yet when one studies human history, one recognizes that solving communication problems (visual and written) has been around for a while.

The professional association for design, the American Institute of Graphic Arts (AIGA), defines graphic design as the art and practice of planning and projecting ideas and experiences with visual and textual content. According to the AIGA website, it was founded in 1914 which is eight years before Mr. Dwiggins coined the profession’s name.

But let’s go back 500 years to see what was happening with technology related to communications before the AIGA formed:

• Movable type printing technology developed around 1439 in Germany.
• Lithography developed around 1796 in Germany. (This led to the development of photography and dark room processes.)
• Offset printing on paper was developed around 1904 in the U.S.
• Screenprinting developed around 1907 in England.

So, because of the rapid pace of print and image technology innovations that accelerated during the Industrial Revolution, the newspaper, advertising, book and printing press industries grew exponentially in Europe and the U.S. These industries along with others would fit into the broad ‘graphic arts’ category. (Notice, the term graphic arts, which is in AIGA’s name, was coined before the term ‘graphic design’.) This also made it easier for 19th and 20th century art movements, their ideas and techniques to spread beyond their birthplaces.

As businesses found inexpensive ways to mass produce their products, communicating with their consumers (advertising) grew in importance. Graphic Design, influenced by advertising, the printing process and art theory, developed as a discipline. But did you know that there were centuries-old craft techniques that began to decline in the western world? Here are a few examples: manuscript writing, calligraphy, bookmaking and woodcut. These artisan expressions still exist sought after by museums but unfortunately we don’t hear much about them.

Now, lets look at what is happening today.

Close to 100 years passed since the invention of offset and image producing technologies. The affordable personal computer (1980s) and the internet (mid 1990s) helped spearhead the global digital revolution. How much time has passed? Less than 40 years! Anything in print (newspapers, magazines and books) has been adversely affected as a result. I guess Shift happens.

Here are my four reasons why the term ‘graphic design’ will not be used in the 22nd century:

1. Easy Access to Technology
Anyone in design school in the 1980s and before knows what it was like to work on projects…with drafting tools. Although some technology was available, the main goal was to develop and strengthen your craft approach and visual (aesthetic) eye. Even in the early 1990s when graphics software was becoming the norm, mainly designers knew how to use them. (I remember employers being impressed that I knew how to use Adobe Photoshop and Aldus Freehand. But those days are gone!) Adobe simplified their programs and created cheaper versions for mass consumption. Today, user experience (UX) designers and user interface (UI) designers are standing at the intersection of graphic design and technology. The internet also birthed a cottage industry of inexpensive graphics and website design software that is free and/or downloadable. Ultimately, the falling cost of technology (see Moore’s Law) has brought ‘quick visual and digital communications with a polished look’ within reach for graphic designers and most importantly…everyone else.

2. The Commodification of Graphic Design
The personal computer made everyone a content creator but the internet provided a platform for recognition. Graphic Design has enjoyed a renaissance because of this. Yay! But the unintended consequence is that many now mistakenly believe that graphic design is easy and can easily be mass produced. Universities, community colleges and for-profit schools assisted in this downward slide by creating graphic design programs that are easy to complete. The result has been an extremely competitive job market flooded with graphic designers trained in using technology to respond to design trends…but not skilled enough in critical problem solving and understanding the intersection of history and art. (I recognize that everyone does not want to know about history and art. That is fair but agency and corporate design positions usually require a formal design education combined with the liberal arts.) Commodification values fast and this pushes designers to cut corners.

3. The Lack of Certification in Graphic Design
With easy access to technology and less emphasis on critical problem solving skills, the term ‘Graphic Design’ is ripe for misunderstandings. Although modern graphic design taught at well known design schools utilize aspects of gestalt psychology or ‘the perception of things’, one cannot deny the very subjective nature of this field. Various definitions of graphic design existed before the digital revolution as design schools jockeyed for positions of credibility. But there seems to be much more confusion today. Some believe a designer is someone who knows how to use a computer and its graphics software. (That’s like saying someone can sing if they can use autotune.) Others believe you must have a degree in graphic design or related field. So, does a degree certify you? No. It just says…you graduated and started the process.  For example, to become a licensed engineer, one must complete a four-year college degree, work under a professional engineer, pass two competency exams and earn a state license. Certification maintains a standard. I am not advocating for graphic designers to be certified. But if it was possible, what would it look like?

4. Globalization’s Effects
The development of wireless communications has brought the world to our computer screen. Although globalization goes back to the early 20th century, it picked up steam in the 1960s-1970s when many American companies moved their manufacturing operations to developing countries. Service jobs have also been outsourced. Who do you talk to when your Verizon line isn’t working? Probably someone in another country. This brings up an interesting phenomenon affecting graphic design: crowdsourcing as a form of outsourcing. Many crowdsourcing logo contests are dependent upon designers in developing countries to keep prices low. This is one way Fiverr can charge $5 for a logo. So, globalization has made graphic design more competitive and some argue has also driven the cost of graphic design services down.

Although some artisan expressions have declined, these four reasons have also helped bring new titles into vogue: inbound marketer, content marketer, design marketer, content designer, etc. More power to them but most of those I have met have no formal education in marketing or graphic design. This is becoming commonplace. (No haterade from me for these folks. History is littered with people who have no formal education but excelled in a given field. However, I am also aware that they are the exception, not the rule. But the internet has increased this desire.) Design courses, traditional or online, are available for the newbie or for those who want to switch professions. The barrier of entry is obviously really low. Ken Hiebert is retired professor emeritus at the University of the Arts and one of my former instructors. In his book, Graphic Design Processes, he says that education that is predictable is not education but training. Today, graphic design training seems to be the rage. (Since I have not worked at any large influential graphic design/branding agencies and firms, I wonder how this is affecting them.)

The reason why the term ‘graphic design’ will disappear in the next century is because it increasingly means less and less everyday. The definitions of it and what it constitutes diverge so much that there doesn’t seem to be a clear consensus anymore. Although technology has created new avenues for graphic design (internet, social media, etc.), it has also democratized the profession and blurred it with other disciplines (marketing, video, etc). In short, everyone is a designer today.

So, what will graphic design be called? There have always been other titles such as communications design and visual communications. What about Design Strategy? Experience Design? Design Evangelism? (Scratch the last one.)

The good news is the discipline of solving problems with visual and textual content (print, digital and interactive) with a developed visual eye will live on unless a catastrophe destroys our technology and requires us to go old-school. Even though that reality exists mainly in dystopian movies, would we still be graphic designer if we cannot access technology?

Ron Tinsley is a brand consultant, graphic designer and social science professor. He often disguises his rants as well-thought out screeds and discussions.