The philosophy of virtual communicative functional transformation in contemporary graphic design

Abstract

This research studies the potential effects of design philosophy on graphic design using the processes of transformation. It examines design as structure and design as function. The design-led frontier of socio-technical environments is ever evolving. Design artifacts such as graphic design outputs and outputs like posters and interfaces among others possess the power to construct and modify the evolving design artifacts that communicate and help navigate. The author proposes that a considerable shift in design practice catalyzed a paradigm shift from design as function to design as communication. When practice shifts to design as communication, graphic design practice becomes the primary paradigm. This research studies the convergence and intersection of design as function, specifically semiotics and graphic communications, as well as the construction of the message, framing and cognitive interpretation and interaction with the message, and form and function. This research concentrates on design as communication, particularly design as function, graphic communications, Schramm's Interactive Theory, and the graphic and aesthetic of interactive media and environments and the synergistic design of communication and interaction.