In most cases there is too much graphic design under the umbrella of advertising. We are bombarded with words like "New", "Save", "Less" and "More", written in colorful typography designed to catch our attention. The graphic designers today use their creative power to sell goods and services rather than make an entirely possible artistic statement.

     Brochures seem to be designed to help the readers read instead of making an entertaining aesthetic statement assuming the readers know how to read already. We are presented dividing lines, boxes and indentations in unnecessary quantities. The elements are packed into small spaces at small sizes to save printing costs. 

     Most logos are poorly designed. The graphic design philosophy among the well educated and dedicated designers is that for every design problem there is a unique solution. To find it, it takes some creativity and problem solving which appears not very commonly used in the logos used today. Logotypes today all seem to be similar. The prevailing explanation for it is the same argument used to classify artistic movements.

      Though graphic design uses the art elements it is a craft - graphic design is utilitarian. A major problem is the fusion of advertising and graphic design. Advertising, in nearly every case, attempts to steal away the love you have for yourself and offer it back for the price of a product. Graphic design used for advertising has become a subconscience attempt to make us uncomfortable because we don't have what is being sold.

     It's not all bad but a problem for graphic designers is when a client tells us what to do. The best graphic designers either know what to do or know how to find the best solutions. Graphic design needs a combination of creativity, drafting and art to be successful.

     The best graphic design is instant recognition and memory - the best total visual identity. Another problem is the deviation from graphic standards. When a total graphic design identity is designed there are rules developed so all the graphic communications fit into an order. That is what makes "that" identity unique. For any business serious about themselves, a great graphic design application is well worthwhile.