They explore the creative possibilities
presented by words (typography) and images (photography, illustration, and fine
art). It is up to the designer not only to find or create appropriate
letterforms and images but also to establish the best balance between them.
Designers are the link between the client and
the audience. On the one hand,
a client is often too close to the message to
understand various ways in which it can be presented. The audience, on the
other hand, is often too broad to have any direct impact on how a communication
is presented. What's more, it is usually difficult to make the audience a part
of the creative process. Once a design concept is chosen, the designers work
with illustrators and photographers as well as with typesetters and printers or
other production specialists to create the final design product.
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