Communication Design is a mixed discipline between design and information-development. It’s concerned with how media intervention such as printed, crafted, electronic media communicates with people. A communication design approach is concerned with creating new media channels to ensure the message reaches the target audience.
Design skills must be tailored to fit to different cultures of people, while maintaining pleasurable visual design. Communication design seeks to attract, inspire, create desires and motivate the people to respond to messages, with a view to making a favorable impact to the bottom line of the commissioning body, which can be either to build a brand, move sales, or for humanitarian purposes.
Its process involves strategic business thinking, using market research, creativity, and problem-solving. Communications designers translate ideas and information through a variety of media. Their particular talent lies not only in the traditional skills of the hand, but also in their ability to think strategically in design and marketing terms, in order to establish credibility through the communication.
The term communication design is often used interchangeably with visual communication, but has an alternative broader meaning that includes auditory, vocal, touch and smell. Examples of communication design include information architecture, editing, typography, illustration, web design, animation, advertising, ambient media, visual identity design, performing arts, copywriting and professional writing skills.