“Graphicizing” Service Design

Abstract

The representation and the story of a service is affirmed through the use of graphics. The aim of this text is to explain this involvement. Graphic design, in relation to ser vices, does not yet have a developed its potential: they are to be studied the aesthetic aspects, functional to involve the people, and the revision of the design thinking tools, used for the design, that lack systems of adequate representation, at the moment borrowed from other disciplines. The design phases of a service will be described, to check how and where graphic is used. In the design phases it is essential to identify a common language useful in co-design sessions. Then the role of project communication will be described, dividing the general view of the process, from the communication of the service (brand identity, interfaces, etc.). In the re-definition of the communication of service design, the role of the designer is enhanced, because it combines the ability to process activator and process representation. The opening to other disciplines, such as storytelling, could be useful, not only to settle the elements in the process, but also to promote the communication of the service, using always the tools of the graphic.