GRAPHIC COMMUNICATION

ABSTRACT

The basic idea of this paper is to make an analytical survey over the impacts of Graphic Communication over the process of branding. As the purpose of graphic communication under the advertising domain is very strong, it definitely helps in gaining enough reputation for a particular company. This motive has been analysed and speculated on practical grounds here. The paper discusses over the overviews and the various point of view initiated by various experts.  The findings and the analyses also concentrates over Asian Labour structure in reference to the process of branding though graphic communication. The dissertation deals with various historical and modern aspects of Graphic Communication in establishing the brand identity of a service or product. The procedures that are been followed since primitive age and all those procedures that are regular to the contemporary market are a part of this research. The reactions and the strategies of Graphic Communication have changed vigorously as per the demand and the suggestions of the customers. These changes are marked and placed in this dissertation and there is an in-depth study regarding the same.

This research has been formulised on pragmatic declarations and very practical derivation. The dissertation makes a wide range study over the issue and tries to see beyond the present situation. Added to all kinds of empirical declaration, there is a wider investigation made towards the investigations and declarations made by various scholars in the same field. The dissertation has been distributed in six specialised categories. These categories include the Introduction, Literature Review, Methodology, Findings and Analysis, Conclusion and last but not the least the Recommendation. These categories are further elaborated as per the necessary sub headings. These subheadings deals with the historical persuasions and the all kinds of information collected from literary and practical grounds. The recommendations are made on the basis of the data that are collected from various interviews and answers collected through questionnaire. The idea is to approach a better and determined perspective for the graphic communication for the establishment of more appropriate means of brand and branding. Enough emphasis has been led over the interest of the various companies in this field and the amount of feasibility has been marked with all sorts of appropriateness. The study is done according to the latest technological involvements and various kinds of added information in the field of graphic communication for the establishment of brand and branding with long term effect.

1.INTRODUCTION

The proceeding related to Graphic Communication is recognised as a kind of communication that gets interchanged and comprehended through various graphics and all sorts of added graphical aids. The whole proceeding is basically a creative process of that helps in producing as well as distributing communication through material that are incorporated through words and selected images. The purpose is to convey relevant data, determined concepts and related emotions for the accurate expressions. The domain ofgraphic communication is very wide and has got the capacity to encompass every kind of communicative phase[1]. The representations are basically done through ‘bar line message correspondence’. The purpose behind this usability has been related to the relevant type of graph for the conceptual message depiction on wider scale. The graphic communication is a specified kind of process that comprised from the origination of an idea; that is to say in relation to layout, design and typography. The medium is very much adopted through reproduction proceedings with accurate finishing and distributing task. These are all very much in the form of two or sometimes three dimensions and are also accepted through electronic transmissions.

This dissertation has been structured as per the contemporary aspect of brand establishment in reference to international market. The idea is to lay emphasis over the contributions forwarded by Graphic Communication in making the advertising and marketing zone bigger for a product or service. In all kinds of market ns especially in international market, it is very important to get recognised as a brand. Being a brand in itself collect good faith of the customer and that help in gaining their reliability and eventually the growth of the business. In this proceeding the role of Graphic communication is very vital. There is hardly any business where the graphic communication doesn’t play a vital role. In every aspect of advertising and marketing, graphic communication has become an integral part. This dissertation makes a very keen investigation in this field and also makes an effort to recommend some of the chief characteristic features for the application of graphic communication in the establishment of a brand. With the development of technological and information facilities the graphic communication is also expending and this is the bottom realisation of this paper. 

1.1  Aims and objectives

The basic aim of this paper is to check out the role of graphic communication for the purpose of branding. The chief motive is to make an assessment regarding the importance of graphiccommunication and thereby to establish various assistances that it provides in the process of branding. The objectives of this dissertation can be noted as follows:

Ø  Understanding Graphic Communication

Ø  Relation of Graphic Communication with Branding

Ø  Various means of adopting Graphic Communication

Ø  Pros and Cons of Graphic Communication

Ø  Graphic Communication for advertising and marketing purposes

Ø  Analyse various interpretations related to the use of Graphic Communication

                                                                                                                                  

1.2  History and Overview

Application of Graphic Communication has got a considerable acceptance from a very primitive time. It has been marked that the earliest graphics were known as to professional anthropologists who were involved in the study of prehistoric periods. These studies were basically related to the craft of cave paintings and all kinds of markings made by boulders of varied shapes and sizes, various bones, ivory sculptures and images, along with representative art of antlers. These graphical representations were all doe with the purpose of creating expressive public mediums, especially during the phase of Upper Palaeolithic period (earlier to 40,000 to 10,000 B.C.). Most of these graphical communicative images were found for the purpose of keeping astronomical records, seasonal and climatic declarations and all kinds of hierarchical and chronological details.

According to the researchers there are some primitive graphics and specific drawings that came under the notice of the modern world, only from a period before 6,000 years. These were basically engraved over stone tablets and were in the form of ceramic cylinder seals. These were the marks of beginning of all those communicative perspectives that are considered under historic periods for the purpose of keeping of various kinds of records in the field of accounting and all sorts of inventory purposes. The history of Graphic communications has been much supported by the Egyptians.  During the primitive period the source of graphic communication were based on the use of papyrus by the Egyptians. Papyrus has been recognised as a material that helped in the planning of the pyramids, along with the slabs of limestone and selective wood. The basic development of graphic communication was severe during the phase from 600 to 250 BC. The Greeks used graphics in order to make representative declarations. This further got enhanced into Graphical communication with the involvement of visual material to express ideas, through drawings, various photographs, slide presentations, and through transparencies and graphically crafted sketches. Drawing is the most popular and very appropriate mode of graphical communication and it is the best possible means of delivering a message.  

To gain an overview over the common concept of graphical communication, it will be appropriate to consider that a simple bar graph represents frequency in its height without any significant assessment of the thickness of the bars. The only thing is that all the bars must be of equal sizes. In terms of double bar graph, there is a direct representation of comparative study between two contexts.

1.3 Pros and Cons of Graphic Communication

Application of Graphical communication is an added advantage to the modern technological world. It is through graphical communication that most of the messages are delivered in the minimum span of time. Graphical communication is an added scope of dealing with all sorts of modern and up to date software and information technology. It is through graphical communication that any kind of information and advertisement can be placed with effective results[2]. Thos definitely supports the formulisation of branding.

The only disadvantage of graphic communication would be the non comprehensive side of it, if the graphical representation is not made comprehensively than the whole idea of communication will fail. It is also a task for all those people who are not much acquainted with the graphical mode of communication. As graphical communication is very much support y the modern technology, it creates barriers to all those people who are ignorant of basic technology.

2.      LITERATURE REVIEW

There are various researches and all kinds of experiments have been led in terms of deciding the best possible graphic communication for branding. There are many researchers and scholars, who devoted their researches in finding the solution of branding through graphic communication. Through exclusive studies of their literary works this dissertation has got enough support in determining its expeditions. The basic idea of graphical communication has been collected from ‘Virtual Textbook: Articles: Definition of Graphic Communications’. Much support has been derived from the readings of David, et al. (1999). This particular literary work insisted over the technical proceedings of drawing and thereby added more towards the understanding of graphical representations. The researches initiated by Shaughnessy & Stadler (2005) are very authentic in determining the necessary characteristic features of graphical communication. These authors lay emphasis on the purpose of representing human ideas from individual periphery to public realisations.

The art of representations has been well explored by Mitchell (1995). According to Mitchell language is the source of communication and in terms of graphical communication this source gets enhanced for more detailed elaboration in the most precise way. This is probably the most comprehensive illustration ever can be considered for graphical communication. These kinds of illustrations are more elaborately described by ‘Tutorvista’. The efforts of making graphic communication more communicative, the resources of Tutorvista elaborate every aspect of it. There is enough support made towards the understanding of Graphic communication, especially for the purpose of branding. Reading of Baxter (2006) adds more to the speculative side of brands and terms that determines branding. Further the concept and the interrelationship between graphic communication and branding are established through the reading of ‘The American Heritage Dictionary of the English Language’. The ideas related to the declaration of graphic communication add to the process of a better branding process within a market. The task is to establish and to maintain a kind of trust among the consumer for the product.   

The analysis and expeditions relate to branding and its development through graphic design has got enough exposure through the writings of Klein (2000) and Matt (2007). These two researchers made a wide range exploration regarding the importance of logo as an art and the relation between the importance of proper graphic designs in promoting a brand. The idea is to bring out some of the facts that are directly related to the craft of graphic designs in making a proper communication with the consumer. The concept of branding is basically a matter of building an identity and this is possible through the process of coming under public notice. Authors like Birkin (1994), elaborates these kinds of specifications and establishes the ranges and the assessments related to the process of branding. In his research he also lays emphasis over the process of graphic communication to meet the new technological aspects. Gregory (2003) on the other hand discusses the characteristic features of being a brand.  

Readings of Fan (2002), Kotler and Pfoertsch (2006) and above all Olins (2003) construct the basis of understanding the necessary elements in the establishment of a brand. It is through these readings that the research gets the support in making a selection between the major features of graphic communication for the purpose of a particular service or product. There are some case studies related to the inclusiveness of branding. This inclusiveness has been established by Schmidt and Chris (2002) with a very holistic approach. The purpose is to derive all those points that support the mode of communication in establishing a brand. The participation of the consumer too gets establishes through the right selection of communicative mode. The relationship between the consumer and the product or service can also be established through the follow ups defined in the particular culture. This is further enhanced by the reading of Wernick (1991) context of branding in reference to the promotional culture. The research has been well established in favour of graphic communication through the readings of Holt (2004) and Martin and Guerin (2005). These readings brought enough hold over the understanding and implementation of graphic communication over the process of brand identity and branding.

                                                                                                                                        

3.      METHODOLOGY

3.1  Qualitative and Quantitative

The methodology for the study of graphic communication in the field of branding has been structured qualitative and quantitative methodology. It is under these two functionalities that the research brings in the basis for collecting data from various sources and thereby determining the basic ingredient of graphic communication. The methodology concentrates over an admixture of qualitative and quantitative follow ups. These ideas are all interrelated as per the need of the research.

It is through qualitative research methodology that the primary sources and the secondary sources are well demarcated. It is the source that helped in generating the hypothesis of finding the relevance of graphic communication in branding (Michell, 1993). It is through the qualitative proceedings that the whole research identifies and thereby decides over the determinants and proceedings related to the developed means of graphical interpretation of a concept. As a matter of fact the qualitative research gets limited in terms of generalizing the issue for the population as a whole. It is at this moment that the selected population came under the speculative proceedings of the quantitative methodology.

Through the adoption of quantitative methodology, the research initiated various statistical and scientific methods for deriving the right kind of assessments related to graphical communication. The theoretical derivation and the hypothetical considerations were all made a part of the research through quantitative analysis. Collection of empirical data along with proper interpretations to the relevant field is made integral to the whole process of assessment.

3.2  Data Collection

While making a proper expedition regarding the implementation of graphic communication in the field of establishing brand, the research tried to collect most of the data from practical fields. There were definitely the adoption of Primary Sources and the Secondary sources. These are the sources that are interrelated for the right kind of findings. The primary sources are all declared in the literature review section. These are the literary supports that were read to create and foreground the foundation of the research.

The secondary sources are supported and followed through the means of adopting qualitative and quantitative methodology with enough relevance to the practical applications of graphical communication in the field of branding. The data are all collected from representatives and various interviews and consultants. There were many graphic designers who came up with their ideas. These secondary sources are further collected by means of questionnaires. These questionnaires were distributed among various representatives and people related to the advertising and marketing zones. The target was to bring in the accurate importance of graphic communication in making the process of branding more effective. These are the data that are collected with more authentic and pragmatic declarations. It has been discovered that the process of collection data through questionnaires was more effective than any other sources. The interviews were not very successful as there were no specific declarations. However the questionnaires supported the research well in deriving the closer results.

3.3  Questionnaire

In order to get authentic from practical sources the research followed the process of distributing questionnaires.  These questionnaires were distributed and processed between all those people who were dealing the projects of graphic communication for the purpose of branding. These people were basically professionals. The research also opted for all those people who are into the domain of marketing and advertising. The questions were structured in very precise forms and the answers were basically collected in “Yes” and “No” form. Direct answers with positive and negative response were of great support to the research and so was the collection of data from them. All the questions were categorised in terms of importance of graphical communication, process of branding and the interrelation between the two.

4.      FINDINGS AND ANALYSIS

The research has got very interesting findings resulted from the data that has been collected from the secondary sources. After reading and comprehending the literatures in the primary sources, the adoption of the secondary sources became more convenient. It is through the readings selected in the primary sources that paved the way for the practical persuasion in the secondary resources. The findings here are all very much pragmatically derived and thereby analysed with a futuristic view point. The approach is very much positive and the levels of understandings are very much relevant to the modern technological perspectives. The implementation of graphic communication has been considerably accepted and the terms for branding were also much accepted.

4.1  Asian labour

There are some very straight declarations made by Asian Forum (2000), regarding the participation of Asian Labour in the domain of graphical communication. It has been discovered that the interpretations as has been led by these scholars are very much critically structured with a futuristic vision[3]. There are some very noted features discovered in the Asian domain of Graphic communication that contributes a lot in the expansion of branding for a company or organisation. These features can be enlisted as below:

1) Availability of easy to use processes         

2) Business returns with lower cost

3) Scope for having portability          

4) Quality work with universal acceptance

5) Absolute versatility with innovativeness   

6) Service durability with direct consumer approach

7) Appropriate use of practicality      

8) Projects are equally sustainable and environmentally supported

The difference in currency helps the international market to gaining the most profitable services with excellent quality from the Asian Graphic design community. The amount of population in these countries also helps the marketing unit in getting much dominance over branding. As declared by the Asian Forum (2000), for the sessions from 1997 to 2000 there is a kind of remarkable increase of investment in many Asian countries. There are tremendous amount of foreign capital got into the Asian markets. The whole of Asia became the third key country in the domain of global economy. The digital communication industry got a growth of twice the range in the Asian countries. The countries got a double digit growth and in the race Japan became world's second largest economically powerful country. The growth continued and is still on a high scale development margin.

It was from 1997 that the scenes changes, otherwise before that there were tremendous scenes of recession and Japan also got enough affected by it. Till July, 1997 the scenes were more linear and there was a great economic crisis in the whole of Asia. The economies of countries like Thailand, Korea, Malaysia and Indonesia were very much under recession and there was a tremendous collapse in their currencies. It was a contagious situation affecting every Asian economy and especially Hong Kong and regions of Singapore. These scenes didn’t last long and from 1997 the Asian economies started recovering. The recovery from recession owes a lot to the printing as well as the graphic communications industry. Most of the Asian collected enough professional trainings and got hold of enough expertise in the field of branding for every corporate[4]. The competitiveness has been well maintained and the professional expertise, brought in enough business to the Asian countries.

4.2 Various interpretations

The relationship between graphic communication and branding are very much close to each other. There are all kinds of interpretations and comments related to this relationship. There are varied conventions considered in terms of graphic communication. These are all invented and further reinvented by the modern technology. The identifications are all done across cultures. According to Tversky, (1995), children are the best sources of graphic communication. The reason is that children can very cognitively gain natural ways for utilising the empty space for the purpose of conveying the meaning of their imagination. Added to this Tversky, Kugelmass, & Winter, (1991) believed in producing graphic representations with a touch of quantitative, temporal and under preference relations among the people with cultural interpretations that were done across respective cultures line up.  The dimensional and shade differences these graphical representations were enhanced. Levy (1996) declared that the selections of graphic displays are made on the basis of conveying differed and deferred information. The declarations are made as per the age differences and the levels of maturity. As the adults were discovered to prefer bars, in order to convey detailed information and data about individual point of views, whereas lines are preferred for conveying latest and upcoming trends. This is the idea that inspires the branding features of a particular product in a particular culture and for a specific target customer.

4.3 Personal interpretations

On personal grounding, the relation between the branding and graphic communication is definitely very integral and interesting. As ‘brand’ is represented as a name or trademark to identify a product or the producer of a product or service, it is very important to display it in the best possible way. The idea is to make the concept catchy and remarkable to the consumer. Graphic communication is a mode of representing the brand for a better effect. It is through this mode of communication that the concept of branding has been made technologically supportive. Some of the common brands can be identified by their graphical representation. 

The graphical communication depends a lot over the components of particular culture and selected economy to which the target customer belongs. It is thus very appropriately can be termed as a phenomenon that is having ‘cultural accessories added by personal philosophies’.

Representations of graphs in various different forms definitely mean a lot to the target customer. There is a specific demarcation of selecting the right graphical representation for various different groups of people. The difference in age and levels of maturity are the determining factors for a particular programme for graphical communication. This further gets specific with the graphically representative art. The graphical representation for the collected data makes the document more comprehensive and interesting. It is definitely less time-consuming and has got the strength of being all-inclusive. There are disadvantages of graphical communication and it gets marked by the lack of detailed information and sometimes with less accuracy. The graphical communications are basically represented by:

1. Bar Graphs:  The bar graphs are used and considered as the simplest graphical presentation that communicates the collected data in a very comprehensive way. These graphs are recognised as simple bar graph, double bar graph and the divided bar graph.

2. Pie Charts:  Pie charts are graphically structured circle diagrams for representing the collected data. Just like a pie this graphical representation gets distributed into various parts in a very proportionate way. The parts are specific sectors of the pie or the circle.

3. Frequency Polygon:  The graphical communication made through frequency distribution is the frequency polygon. It is here that the mid-value assessed in each class gets obtained and then get represented on the graph. The polygon is drawn on the basis of the frequency that has been plotted on contrary to the corresponding mid-value. The polygon gets constructed by joining the points by straight lines. These straight lines are usually extended in both the directions for the purpose of meeting X - axis forming a polygon at the same time.

4. Histogram: Histogram is a two dimensional frequency density diagram. This graphical communication represents appropriate class interval along with assessed frequency by graphical rectangle.

The graphical representations are the exemplification of representing graphical communication for varied age and gender groups. This example has been derived from Jeff and Tversky (1997) ‘Bars and Lines: A Study of Graphic Communication’. The research initiated by these two researchers show that the understanding of graphical communication varies with different age groups and even gender. 

The graphs are determined on the basis of responses collected from varied sources. Most of the respondents were with conceptual descriptions about the establishment of data point A and B. However on the other hand there are some respondents who came up with physical characteristics represented by the graphs. Added to these were people who created fictional details about the represented graphs. Jeff and Tversky distribute these reactions into three discrete comparisons. These are as follows:

Table 1 Frequency data characterization in respond to a function of graph type.

	BAR GRAPH	LINE GRAPH
DISCRETE COMPARISON	24	0
TREND ASSESSMENT	0	35

Y = greater in than B

A= larger Y quantity than B

B= bought more than A

In terms of trend assessment the distributions are as follows:

A on XY plane is descending from A to B through X

With the increase in x value y increases and with an increase in X, Y decreases. 

The result shows that there is a deployment in the bar-line identification and so is the communication. It has got the unambiguous affect over the respondents. It is through the bar graph that the respondents are gaining more discrete contrasts in the represented data. However in terms of the line graph there was a regular response related to the trend.

This research too discovers some such declaration through the questionnaires. The professionals who responded to the questionnaires considered the bar representation closer to discrete contrasts, whereas the line graphs communicate more about the trends assessments. In the process of branding this assessment was much clear. The branding proceedings are assessed through graphical communication and the results were closer to the assessments made by Jeff and Tversky. As they made research over the concern of understanding the consumer stimuli, this research too discovers that the consumer stimuli get more active through graphical representation.  The stimuli of the consumer in identifying a product or a service is done very much through the process of branding. These graphical diagrams show the difference of comprehending graphical communication between men and women and then between the 10 years old and the 12 years old children. This shows the particularisation of graphical communication for different groups to gain effective branding identity for a product or a service.

5. CONCLUSION and RECOMMENDATION

Eventually it can be well established that the graphical communication is very important in establishing the brand identity. As it is very precise and comprehensive it appeals the consumer in a much proper way. Application of graphic communication is very much proportionate to the higher economical and educational levels in a community. Most of the middle class communities are acquainted with it and so is very much relevant to the global marketing process. There is a better perspective of growth of printing and graphic communication industry in the countries of Asia in the upcoming years. The support forwarded by electronic media is the integral part of this development. There is a basic prosperity assessed for the development of graphic communication in representing the branding purposes. Graphic communication is coming up with multifaceted scopes for the upcoming generations. It will be appropriate here to note the declarations made by ‘Bureau of Labour’ in terms of statistics projects that will be followed through 2014:

ü  5.6% of growth in the domain of production jobs

ü  9.6% of growth in the domain of supervisors and managers

ü  8.1% of growth employment in job printers

ü  14.2% of growth in domain of bindery workers

It will be thus important to channelize the branding resources as per the basic functionalities adopted by Graphic communication. Graphic communication can be identified through:

Ø  Graphic diagrams

Ø  Mass Communication

Ø  Visual Representation

Ø  Communicative Design

Ø  Graphical Design

Ø  Graphical Representation

These are the means of understanding and gaining professional expertise over graphic communication. The comprehensiveness of these features brings in much appropriate graphical craft in the branding and marketing periphery.

As for the futuristic position of Graphic Communication, it is well established that there will be more value getting added to various range of products under graphical representations. There will definitely be a need for appropriate focus over the quality and regular track of improvement in the existing range graphical representations of the products. Implementation of automation along with process control in terms of lower unit cost has to be achieved through better professional expertise and lesser wastage. The implementation of growth strategy is a compulsion to the graphic communication in the future. It will be under high demand for structured plan for the development of the respective business. The achievements of graphic communication need to be attained through an absolute focus over the specialized products and with worm’s eye view on the market segments.

Developments in the field of technological domains are highly recommended. It is very important to have the provision of excellent networking of sales-service to the global market and international buyers. Added logistic services, along with warehousing and inventory management are going to be the added advantage in the field of branding. With these kinds of provisions the graphic industry will get enough support to grow and thereby the accessibility towards branding a product or service will definitely increase. There need to be regular persuasion of technological supports to meet the challenges. It will be very important to keep a track of the major changes that happen in the technology industry. Added to this the designers must be upgraded about the current and upcoming business models, competitive products and regularly changing demands and psychology of the consumer.

It can be thus suggested that this research can further be initiated for a wide ranged investigation related to the futuristic shape of graphic communication. With its dominance over the branding proceedings, this specific communication is a well established and resourceful industry. This is the reason that can lead the research to the expansion of identifying the process of branding through graphic communication. This research therefore opens scopes for understanding the consumer demands on global basis for an appropriate graphical branding. With the development of technology there will be broader and more convenient aspects of branding through graphic communication and this can be further analysed. There can be more interesting investigations related to the field of understanding the actual graphical representations to meet the psychology of the target consumer.

SOURCES

Birkin, Michael (1994). "Assessing Brand Value," in Brand Power. ISBN 0-8147-7965-4

David L. Goetsch et al. (1999). Technical Drawing. ISBN 076680531X. p.3.

Fan, Y. (2002) “The National Image of Global Brands”, Journal of Brand Management, 9:3, 180-192

Gregory, James (2003). Best of Branding. ISBN 0-07-140329-9

Holt, DB (2004). "How Brands Become Icons: The Principles of Cultural Branding" Harvard University School Press, Harvard MA

Klein, Naomi (2000) No logo, Canada: Random House, ISBN 0-676-97282-9

Kotler, Philip and Pfoertsch, Waldemar (2006). B2B Brand Management, ISBN 3-540-25360-2.

Michell, J. (1993). The origins of the representational theory of measurement: Helmholtz, Hölder, and Russell. Studies in History and Philosophy of Science, Vol. 24 No. 2, 185-206.

Miller & Muir (2004). The Business of Brands, ISBN 0-470-86259-9.

Olins, Wally (2003). On Brand, London: Thames and Hudson, ISBN 0-500-51145-4.

Schmidt, Klaus and Chris Ludlow (2002). Inclusive Branding: The Why and How of a Holistic approach to Brands. Basingstoke: Palgrave Macmillan, ISBN 0-333-98079-4

Wernick, Andrew (1991). Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.), London: Sage Publications, ISBN 0-8039-8390-5

ELECTRONIC SOURCES

Brand. 2004. The American Heritage Dictionary of the English Language, Fourth Edition. http://www.answers.com/brand [retrieved on 26th June, 2009]

"Communication". office of superintendent of Public instruction. Washington. http://www.k12.wa.us/CurriculumInstruct/Communications/default.aspx [retrieved on 28th June, 2009]

Definition of Graphic Communications, Virtual Textbook: Articles: Definition of Graphic Communications http://teched.vt.edu/GCC/HTML/VirtualTextbook/VirtualArticles/DefinitionOfGraphicComm.html GRAPHIC COMM CENTRAL, 2008 [retrieved on 26th June, 2009]

Jeff Zacks and Barbara.Tversky (1997) Bars and Lines: A Study of Graphic Communication

AAAI Technical Report FS-97-03. AAAI (www.aaai.org) [retrieved on 27th June, 2009]

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JOURNALS AND MAGAZINES

Levy, E., Zacks, J., Tversky, B., & Schiano, D. (1996). Gratuitous graphics? Putting preferences in perspective. In M. J. Tauber (Ed.), P roceedings of the ACM Conference on Human Factors in Computing Systems (pp. 42-49) Vancouver: ACM.

Martin and Guerin, The Interior Design Body of Knowledge, 2005 Edition.

Matt Heig, (2007) Brand Royalty: How the World's Top 100 Brands Thrive and Survive, pg.216

Mitchell, W. 1995, "Representation", in F Lentricchia & T McLaughlin (eds), Critical Terms for Literary Study, 2nd edn, University of Chicago Press, Chicago

O'Shaughnessy, M & Stadler J, Media and society: an introduction, 3rd edn, Oxford University Press, South Melbourne, 2005

Tversky, B. (1995). Cognitive origins of graphic conventions. In F. T. Marchese (Ed.), U nderstanding image s (pp. 29-53). New York: Springer-Verlag.

Tversky, B., Kugelmass, S., & Winter, A. (1991). Cross-cultural and developmental trends in graphic productions. Cognitive Psychology, 23 , 515-557.

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[1] Graphic communication is America’s most geographically dispersed manufacturing industry and is a major force in the economy of every state. Every state has at least 60 printing plants, over 1000 employees, and over $190 million in production. The average state has over 700 printing plants with 20,000 employees and over $3

billion in shipments. (Source: PIA/GATF, 2007)

[2] Due to the rapid technological changes and broadening of the scope of services provided by many of the companies in the field today, it is more commonly referred to as the graphic communication industry. Companies in the business have expanded services to include creative design, e-commerce, web page design and hosting, mailing, fulfillment, and a host of services that provide horizontal marketing well beyond the core printing model. This is a description that more accurately represents the broader range of what “printers” do today.

[3] Many graphic communication jobs are high-tech, highly skilled, high paying, creative, and innovative. They cover a wide range of positions from professional and managerial, to administrative, sales, and job planning through production positions operating machines.

[4] Graphic communication companies are entrepreneurial and innovative. They range from small companies with a few employees to large plants with several hundred people on multiple shifts. Nearly all have modern computerized equipment and stay current with technology changes taking place in the field.