Printed Interactivity Towards a New Understanding of Graphic Design

Abstract

Previous definitions of graphic design have not included the notion of time and the extent of the relationship that printed objects establish with their users. The current understanding does not consider a phase after the distribution of these objects, nor the potential interactivity they hold, thereby limiting their study and evaluation to the domain of the strictly visual. The context in which graphic design operates today is dominated by the influence of digital technologies. These technologies are inherently interactive, placing the experience of interactivity in closer contact with people. If the design of printed objects can incorporate the same experience of interactivity as a concept, then the work of graphic designers will transform the moment these objects are used. In order to describe the approach between the two areas, this paper presents a review of the main literature, which explains the beginning of graphic design as an activity dependent on its use. The paper also introduces the concept of interactivity, which is made operational, in order to be understood and distinguished. Four descriptive and explanatory case studies are presented to demonstrate the similarities between what composes digital creations, i.e., interactivity, user participation and some observable properties in graphic design projects, using print production resources. The examination of these case studies provides evidence of this affinity and makes clear that certain printed objects show concepts that still need to be studied and addressed in our writing of graphic design theory, history and professional practice. The establishment of the relationship between what is a graphic design project and the processes embodied through its conception, with the notion of interactivity, can bring a new understanding of how graphic design activity is influenced by the context of the digital.