STUDENT’S NAME –

Kishore G – 22MCRIF002
Vishnukarthick P – 22MCRIF003
Mitul Madhusoodanan – 22MCRIF006
Amal James – 22MCRIF009
Tejaswini M R – 22MCRIF007
Moideen Midhlaj – 22MCRIF008
Shruti Anil Katke – 22MCRIF011
Kriti Prasad – 22MCRIF005
Anuradha Agarwal – 22MCRIF001
Chandana Suresh M – 22MCRIF012
Nivritti Yumkhaibam – 22MCRIF003
COURSE – Master of Commerce in International Finance and Accounting – Accredited and
Integrated with ACCA, UK
SEMESTER – 3rd
SUBJECT – Open Elective – Graphic Design
TOPIC OF THE PROJECT – Activity III (Changing Scenario & Future of Graphic Design)
DATE OF SUBMISSION – 09th October 2023
UNDER THE SUPERVISION OF – Kanika Chanda Ma’am
 CHANGING SCENARIO AND FUTURE OF
GRAPHIC DESIGN

1. Introduction

Graphic design, the art of visual communication, has transcended its traditional role and
evolved into a dynamic and multifaceted discipline. In the contemporary world, where
information flows incessantly and attention spans grow shorter, graphic design has become
instrumental in conveying messages with impact and immediacy. It is the conduit through
which ideas, emotions, and narratives are communicated to a global audience, wielding the
power to influence perceptions, behaviours, and societal attitudes.
The digital revolution has fundamentally reshaped the landscape of graphic design, catalyzing
a paradigm shift from static, print-centric designs to dynamic, interactive digital experiences.
The advent of computers, design software, and the internet has democratized design, allowing
aspiring designers to explore their creativity and share their work with a worldwide audience.
Consequently, the scope of graphic design has expanded exponentially, encompassing not
only traditional print media but also websites, mobile applications, social media, animations,
virtual and augmented reality, and much more.
In this dynamic digital era, user-centricity reigns supreme. Graphic designers are not only
visual artists but also user experience (UX) architects, aiming to craft designs that captivate
and engage users. Understanding the psychology of design, the principles of human-computer
interaction, and the nuances of various platforms are essential components of modern graphic
design. Moreover, the need for inclusivity and sustainability has emerged as critical
considerations, urging designers to create visuals that are accessible to all and
environmentally responsible.
This report explores the evolving scenario of graphic design, delving into the shifts brought
about by technology, changing user behaviours, and the increasing demand for ethical and
sustainable practices. It seeks to envision the future of this dynamic field, shedding light on
the emerging trends, tools, and skills that will shape the trajectory of graphic design. As we
navigate this ever-evolving landscape, the role of the graphic designer transforms into that of
a storyteller, a problem solver, and a catalyst for positive change in a world inundated with
information and in need of meaningful connections.

2. HISTORY OF GRAPHIC DESIGN

The prologue to graphic design takes us on a historical journey, tracing the roots of this
creative field from its earliest forms of visual communication to the significant art
movements that have shaped its evolution. It highlights key milestones such as the invention
of writing by the Sumerians, the advent of printing, the impact of the Industrial Revolution,
and the influence of notable art and design movements.

1. Early Forms of Visual Communication

The prologue commences by delving into early forms of visual communication, dating back
to around 38,000 BC with cave paintings. These ancient cave paintings, primarily featuring
animals, handprints, and hunting-related imagery, are considered some of the earliest
examples of visual communication and storytelling within human history. The purpose and
meaning behind these paintings remain a subject of speculation, but their role in
communication is undeniable.
2. Sumerian Written Language and the Birth of Graphic Design
The narrative then moves forward in time to the Sumerians, credited with inventing writing
around 3300 to 3000 BC. The Sumerians used pictographs, symbols representing objects,
marking an early form of visual language. This transition from abstract cave paintings to a
structured, symbol-based script marks a significant step towards what we now recognize as
graphic design.
3. Invention of Printing and Its Impact
The prologue emphasizes the critical role of the invention of printing in the development of
graphic design. The Chinese pioneered woodblock printing as early as 200 CE, initially using
it on silk and later on paper. The introduction of movable type printing by Bi Sheng in 1040
revolutionized the dissemination of information. Johannes Gutenberg's introduction of
movable type to Europe in 1439 through the Gutenberg press was a monumental moment,
democratizing access to literature and literacy and setting the stage for the commercial uses
of design.
4. The Industrial Revolution and Graphic Design
The Industrial Revolution, spanning roughly from 1760 to 1840, introduced transformative
technologies such as lithography, significantly impacting manufacturing processes.
Lithography, a method of printing, involves inking designs into a surface and transferring
them to paper. Over time, this technique evolved into chromolithography, enabling multi-
colour printing and expanding the possibilities for graphic design.
5. Wiener Werkstätte: Early Graphic Design Agency
The prologue spotlights the Wiener Werkstätte, established in 1903, as a pioneer in modern
design and a precursor to influential styles like Bauhaus and Art Deco. Founded by Koloman
Moser, Josef Hoffmann, and Fritz Waerndorfer, this workshop brought together artists,
architects, and designers across various disciplines, setting standards for design and laying
the groundwork for collaborative, professional design groups.
6. Art and Design Movements: Shaping Graphic Design Trends
The prologue meticulously details influential art movements and their impact on graphic
design:
Art Nouveau: Originating in the late 19th century, Art Nouveau sought to abandon historical
styles, embracing organic, asymmetrical linework across various art forms.
Bauhaus: Emerging in 1919, Bauhaus emphasized minimalism, geometric shapes, and the
marriage of arts and crafts, laying the foundation for modern design principles.
Art Deco: Originating in Paris in the 1920s, Art Deco epitomized style, elegance, and
sophistication through simple shapes, stylized ornamentation, and a lavish use of materials.
Swiss Design (International Typography Style): Rooted in the 1920s and further developed in
the 1950s, Swiss Design prioritized functionality, minimalism, and the use of grids, leaving a
lasting impact on contemporary design.
Pop Art: Gaining prominence in the 1950s and 1960s, Pop Art glorified popular culture and
everyday objects, challenging traditional views of art and introducing bold, graphic
printmaking.
Postmodernism: Emerging in the late 1970s, Postmodernism represented a departure from
modernist ideals, embracing complexity, contradiction, and a rejection of strict design rules.
7. The Digital Age and its Impact on Graphic Design
The prologue highlights the digital age's advent, marking a transformative shift in graphic
design. The introduction of digital tools, epitomized by the Macintosh computer in 1984 and
the launch of software like Photoshop in 1990, revolutionized design practices, making them
more accessible and versatile.
8. Art Movements and Design Trends: A Cyclical Relationship
The narrative emphasizes the cyclical nature of design trends, drawing parallels between
historical art movements and contemporary design trends. It emphasizes how one movement
often influences the next, shaping the design landscape and inspiring innovative approaches.
9. Logo and Branding Design: Evolution and Significance
The prologue underscores the importance of logo and branding design within the broader
realm of graphic design. It traces the origins of logos from ancient seals and symbols,
culminating in their modern-day significance as visual representations of brands and
organizations.
10. Paul Rand: Redefining Corporate Logo Design
Paul Rand's significant contributions to graphic design, particularly in redefining corporate
logos, are highlighted. Rand's approach, which prioritized integrating words and images into
a cohesive symbol, revolutionized the field and elevated the role of form and aesthetics in
commercial art.

In summary, the prologue offers a comprehensive historical overview of graphic design,

tracing its evolution from ancient cave paintings to the digital age. It underscores the
influence of various art movements and the transformative impact of technological
advancements, emphasizing the cyclical nature of design trends and the enduring significance
of graphic design in contemporary society.

3. HOW DOES GRAPHIC DESIGN CHANGE THE WORLD?

The aura and environment around the developed world need more of elevated ideas to
showcase the work and services rendered by particular sectors. To convey and provide
information about the same is the core idea of designers who are dedicated to work duly
regarding the same.
From normal pictures to 3D designs, the graphic designing career has laid its platform. This
modern vision of that people across the world need to visualise things before they experience
them. Hence, graphic designing makes it easier and perfect.
Technology development is highly witnessed with respect to the development of graphic
designing.
As every brand/product believes itself as the best, it’s graphic designers who make the
audiences believe the same. They can change the perspective of an individual. The vision will
be normalised as the graphic designers convey the topic in a catchy and creative way.
The modern and technical future of the world paves a marvellous way for the graphic
designing savvy to set benchmark to all the creative developments.
Hence, graphic designing can change the way the world sees itself.

4. Changing Landscape

 Digital Dominance
With the proliferation of the internet, social media, and digital platforms, graphic
design has pivoted towards the digital realm. Websites, mobile apps, social media
graphics, and digital advertising are now at the forefront of design priorities,
demanding designs optimized for online consumption.

 User-Centric Design
User experience (UX) and user interface (UI) design have gained paramount
importance. Designers are focusing on creating intuitive, seamless, and delightful
experiences for users, ensuring functionality and aesthetics harmonize to meet user
expectations.

 Integration of Technology
Emerging technologies like artificial intelligence (AI), virtual reality (VR), and
augmented reality (AR) are influencing graphic design. AI assists in automation, data
analysis, and personalization, while VR and AR enable immersive and interactive
design experiences.

 Sustainable and Inclusive Design

The design industry is increasingly embracing sustainability and inclusivity.
Designers are incorporating eco-friendly practices and ensuring designs are accessible
to people of all abilities, fostering a more inclusive and responsible design approach.
5. Future Trends and Predictions

 AI-Driven Design Assistance

Artificial intelligence will augment the creative process, offering automated design
suggestions, predictive analytics, and generating design variations. This will save
time, enhance creativity, and streamline workflows.
 3D and Immersive Experiences
The integration of 3D elements into design will become more prevalent, especially in
marketing and advertising. Virtual and augmented reality will offer immersive
experiences, changing how users interact with brands and content.

 Data-Driven Design Decision

Designers will increasingly leverage data analytics to make informed design
decisions. A data-driven approach will optimize designs based on user behaviour,
preferences, and engagement metrics.

 Ethical and Sustainable Design

Ethical considerations and sustainability will be central in design strategies. Designers
will focus on creating eco-friendly designs, using recyclable materials, and embracing
ethical design practices that benefit society and the environment.

 Remote Collaboration and Global Talent Pool

Remote work and collaboration tools will reshape the design workforce. Design teams
will tap into a global talent pool, allowing for diverse perspectives and a more varied
skill set within projects.

 Personalization and Customization

The design will move towards hyper-personalization, tailoring visuals and
experiences based on individual preferences and behaviour patterns. AI algorithms
will aid in creating unique, personalized designs that resonate with each user.

 Voice and Conversational UI

Voice-activated technology and conversational user interfaces (UI) will demand a
shift in design thinking. Graphic designers will need to adapt and create visuals that
complement voice interactions and accommodate a more conversational approach to
user experience.

 Blockchain for Intellectual Property

Blockchain technology will be utilized to secure and validate design ownership and
intellectual property rights. This will revolutionize how designers protect their work
and how clients verify the authenticity of designs.

6. Emerging Tools and Skills

 AI-Powered Design Tools

AI-based design tools like Canva, Adobe Sensei, and Runway ML are becoming
prevalent, offering features such as automated layout suggestions, image generation,
and predictive design elements. Graphic designers will need to become proficient in
utilizing and collaborating with these AI-powered tools.
 3D Modeling and Animation Software
Proficiency in 3D design tools like Blender, Cinema 4D, and Autodesk Maya will be
increasingly valuable as the demand for 3D graphics and animations grows. Designers
will need to adapt to design in three dimensions for various applications like virtual
reality, augmented reality, and product visualization.

 Coding and UX/UI Prototyping

Understanding front-end development languages (HTML, CSS, JavaScript) and using
prototyping tools like Sketch, Figma, or Adobe XD is becoming crucial. Graphic
designers will be expected to create interactive prototypes and collaborate closely
with developers for seamless design-to-development transitions.

 Data Analysis and Visualization

Skills in data analysis and visualization tools like Tableau or D3.js will be in demand.
Designers will need to interpret data effectively to create compelling visuals and
infographics that convey complex information in an easily understandable format.

 Cross-Disciplinary Collaboration
Collaboration with professionals from diverse disciplines (e.g., marketers, engineers,
psychologists) will be essential. Graphic designers will need to effectively
communicate and collaborate with cross-functional teams to ensure the design aligns
with broader goals and user needs.
7. 2023 GRAPHIC DESIGN TRENDS: A YEAR OF EXPRESSIVE
ARTISTRY

We’ve seen how graphic design trends switched from one to another every year.
While 2022 was a year to showcase creativity and pragmatism: 2023, the year of
expressive yet purposeful and intentional design, will bring us bold expressions,
splashing colors, and inclusivity in diverse personalities and styles.
In short, graphic design trends in 2023 will showcase a year of expressive artistry for
digital artists and graphic designers alike, to be employed across all industries and
mediums.
These digital design trends will set the tone for visual art styles on both web and print,
bringing more brands and personalities to life.

What is expressive artistry?

Expressive artistry is about the freedom to express diverse personalities, characters,

and styles in art.
Expressive artistry will blur out the boundaries of good and bad graphic design and
unlock the full expression of creativity.
While not all of us are graphic designers, we are all creative minds and artists at heart
when it comes to self-expression.
With more and more brands and businesses going into platforms like TikTok,
Instagram, and Metaverse, creative expression becomes indispensable for creating and
maintaining a unique brand identity through graphic design.
The constant pressure to stand out from the crowd has brought myriad beautiful,
unique styles loaded with bold fonts, vivid colors, and self-expression into the graphic
design world and beyond.
The constant pressure to stand out from the crowd has brought myriad beautiful,
unique styles loaded with colors and self-expression.
In the coming year, here’s how expressive artistry will shape the following biggest
graphic design

1. Graphic Design Trends 2023: Dramatic Rebirth of Y2K

It’s not expressive artistry if we don’t talk about the Y2K era, characterized by a
distinct aesthetic period encapsulating holographic gradients and vivid bold colors.

The Y2K era had a massive influence on graphic design trends in the 2000s, and is
making a comeback! The key element of this style is the fluid-like graphic design,
combined with holographic-like gradients that will easily stand out from other
designs.

2.Graphic Design Trends 2023: Inclusive Character Illustrations

In 2023, expect more inclusive characteristics, nationalities, genders, religions,
cultures, and other preferences in character illustrations.

Use these character illustrations to celebrate diverse and unique human personalities.
 Companies and brands can build an inclusive brand identity and working environment
with these diverse character illustrations. They are the perfect elements to design
almost everything: reports, proposals, social media graphics, and invitations.

3. Graphic Design Trends 2023: Abstract Botanical Background and Patterns

The abstract botanical design combines bold outlines of abstract shapes to form
whimsical botanical patterns. The floral and botanical-inspired graphic design trends
have been around for quite some time.
However, with the influence of expressive artistry, this style is reimagined in gradients
and abstract patterns. It’s a fresh twist on vintage botanical and floral patterns.
This graphic design trend in 2023 also includes enchanting line art illustrations and
vibrant colours, perfect for celebrating special moments through invitations and
greeting cards.
4. Graphic Design Trends 2023: Retro Cartoon Stickers
The retro cartoon stickers are the continuity of the 90’s retro-futurism trending in
2022.
With the influence of expressive artistry, expect to see more stickers in vibrant
colours. You can use them as a graphic design element to add a splash of personality
to your school newsletters, infographic posters, resumes, and social media banners.
5. Graphic Design Trends 2023: Modern Display Type Meets Organic Shapes
Another form of expressive artistry to watch out for in 2023 is the use of typography
in modern display type, combined with a twist of organic shapes.
This graphic design features a playful composition often used to express eccentric,
youthful, and upbeat brand identity.
Many brands adopt this graphic design style on their packaging, brochures, and web
pages to approach younger customers.
6. Graphic Design Trends 2023: Out-of-The-box Data Visualization Graphic Design
Trend
You’ll also see creative freedom of expression in visualizing data and numbers in the
coming year.
Predicted as one of the graphic design trends you’ll see in 2023, more people will use
modern typography to highlight important information from their charts and diagrams.
Use this graphic design trend to create eye-catching infographics, presentations,
reports, or business proposals and engage your stakeholders (and convince them!)
with data.
 8. Conclusion

In conclusion, the evolution of graphic design showcases a thrilling journey marked by

innovation, adaptability, and a keen understanding of the evolving needs of the digital age.
The shift towards a more dynamic, user-centric, and sustainable approach reflects the
industry's dedication to not only capturing attention but also fostering meaningful
engagements.
As we peer into the future, the trajectory of graphic design appears to be illuminated by
groundbreaking technologies like AI, 3D modelling, and immersive experiences. The creative
landscape is broadening, offering designers an expansive canvas to experiment, innovate, and
redefine the boundaries of visual communication.
However, amidst this technological wave, the essence of great design remains rooted in
human connection. The ability to tell compelling stories, evoke emotions
and spark conversations through visuals will continue to be at the heart of graphic design.
Designers are poised to become storytellers, weaving narratives that resonate with diverse
audiences in a world inundated with content.
Furthermore, the responsibility of designers to create ethically sound, inclusive, and
sustainable designs has never been more critical. Designers are not only shaping the digital
experience but also influencing societal values and environmental impact. This shift towards
ethical and sustainable design practices is a positive step towards a more conscientious design
community.
In this ever-evolving landscape, designers need to be agile learners, embracing new tools and
technologies, and fostering interdisciplinary collaboration. The future belongs to those who
can seamlessly blend artistic creativity with technological prowess, creating designs that not
only captivate but also contribute to a better world.
In essence, the future of graphic design is an amalgamation of art, technology, ethics, and
innovation. As designers, stakeholders, and enthusiasts, we stand at the precipice of an
exciting journey where the boundaries of visual storytelling are meant to be challenged and
redefined, making way for a more compelling, responsible, and impactful future. Through
continued learning, collaboration, and a commitment to the principles of design, we can
collectively steer the course of graphic design towards a horizon of limitless creativity and
positive influence.