The Tribune

What will graphic designs look like years from now? I believe that graphic design will be much more immersive as a result of the passage of time. And perhaps this shift will be accompanied by more niche professional experts, instead of generalist designers.

Technology is playing an ever-growing role in the way we communicate, and has also increased the designer’s reliance on computer-aided design, pushing it away from traditional tools and into a more virtual world.

Gone are the days when graphic design was solely focused on the obvious elements of a product, such as its packaging and marketing materials. Technology has enabled brands to gain more exposure online, and permitted businesses to better interact with their clients and consumers, while also providing the ability to review and analyse real-time data that measures what sources are driving more traffic.

It is no secret that graphic design is crucial to all businesses, especially those in the digital world, and it is evident that print’s usefulness as a medium of expression is declining. Paper will be obsolete, with every design being digital with a website feel. However, as the graphic design industry evolves, vintage flairs that existed a long time ago are making their way back on the scene. This style is seen more and more, mainly in logos and sometimes websites, and is becoming more popular.

I can only look on in awe and recognise how computers and the Internet have changed so many aspects of life, and the digital revolution’s impact on how we communicate, work and even socialise. Graphic design is no exception to this change, as technology is playing a key role in digital work in many fields.

Moreover, portfolio design, presentations, signage, logos, websites, animations and even architectural production have all travelled far since the dawn of the digital revolution.

We can analyse digitally the type of content and graphics that are getting more media impressions, more likes, more saves and, ultimately, are more appealing and adapting to an audience. Likewise with the Internet, which has become the major source of marketing and exposure. Companies have invested so much in content creation for customer communication, analytics and real-time feedback from consumers.

Content marketing, and the evolution of graphic design for digital marketing, are continuing to rise. One industry experiencing the powerful impact of this growth is the hotel industry. It is the amalgamation of creativity, technology and the right graphic and web design tools that make some businesses in the hospitality industry stand out from the rest.

For example, hotel websites are no longer solely viewed for contacts and reservations, but also serve as a portfolio of the property’s interior design and amenities. Hospitality giants are constantly testing on its website home page. Their brands can effectively generate engagement by presenting eye-catching graphics in online media to gain a competitive edge over others.

And just when we thought technology had reached its peak, we were made aware that more was going to unfold. The visual power of graphic design has inspired companies to develop an effective communications strategy that incorporates modern content marketing campaigns to expand their exposure to its target market.

With the improvement of technology, graphic designers are no longer glued to their workstations. With software readily available on laptops and mobile phones through apps, it has made it much easier to work anywhere in the world - to outsource talent without having to hire in-house.

Designers can work anywhere and still be connected with their offices. This led to the rise of freelance designers now working in their respective creative spaces anywhere in the world, which is much more cost-efficient than hiring in-house.

By the same token, technology and creativity may never take on a steady form. It is inevitable that graphic design will change as we move forward. The rise of content marketing and good design is going to continue to make an impact on businesses and their bottom line revenue.

As a final point, graphic design will always be a necessary tool for artistic, economic, marketing and architectural expression. As programmes, software and technology are released, graphic designers will create new trends of the future and increase visual content more than traditional elements. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game!

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre Bastian is a professionally-trained graphic designer/ marketing co-ordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.