Conceptual design : conceptual strategies in the applied arts

Graphic Design by definition, is conceptual, its birth and production process depends on the conceptualization of problems and solutions. This report will explore what role does conceptual art, and conceptual strategies, play in the applied arts or visual communications. Just as in conceptual art, in graphic design “…the aesthetics of the design is less important than the “product” it signifies; its meaning is more important than its appearance.” Strong examples of conceptual strategies will be described through the work of graphic designers Paul Rand, Allan Fleming, and Robert Brownjohn, who experiment with “defamiliarizing the ordinary” and advertising campaigns that have used a conceptual approach.