Continuity in Graphic Design

Christian Nartatez

Christian Nartatez

Recruiting Consultant in Search4Fit International

Published Sep 13, 2021

What is the Continuity Fundamental? Maybe some of you, have had a project with certain aspects and elements that are related in some way to the General Context. This context could be a social context, conceptual or both, nevertheless, the relation of the elements are a portrait of a bigger picture. One could say that this is part of the general context and association in which the design is taking place, and one could even argue that the design is on a basis of the present time and realities, but, what about the future? Have you think in the possibilities, liabilities and a bunch of ilities ending word phrases related only to the long time projection of your brand, design or concept? That is what I call: "Continuity". Continuity Fundamentals are the abilities and capabilities of a long standing pregnancy design concept for a large period of time in history. Is the evolving possibilities and reach levels of your design concept, its developing benefits to greater and even better ways of expression, its easiness to merge, adapt and transform with tendencies, phenomenal events and technical advancements. The way in how the Continuity could be applied, will vary from branch, goals and resources, in this sense, we understand the Continuity Agents of the Corporate Identity different to the ones on the UX / UI design concepts, also the Advertising Design and the Iconography are far from each others. So, how we determine the characteristics of each one? Corporate Identity relies on pregnancy, memories impregnation, easy understanding and fast memory relation and interpretation while UX / UI relies on the device design concept, tendencies, social and psychological language, aesthetics and of course, physical and psychological interaction ergonomics.

It is important to know how to separate the implications, benefits and relations of each Type of Continuity Fundamental. Advertising design concept needs the feedback and are more marketing oriented themes consisting mainly in psychological approach by the use of social activities, public relations, collective associations, collaborations and others. The continuity design concept for Advertising its not going to be the same as the Corporate Identity continuity design fundamental, they will vary in their abilities to perform evolution, adaptation and projection over certain fields of the design process. What is the question I have to ask myself in order to apply the continuity fundamental in my design process? Which are the central schemes of continuity fundamental on a design concept process?

  • Long term goals and objectives.
  • Design flexibility over common and standard events, tendencies and general context.
  • Design structure concept, form values and universal interpretation.
  • Neutral and minimalist elements in the design and their functional adaptability.
  • Traditional and theme oriented elements in the design and their functional adaptability.
  • Design structure, projection and interpretation towards an interaction with the exposed general context.
  • Version evolving capabilities with full revision integration.
  • International Standards and Quality certifications.

If you take in consideration this 7 steps when building your design, then, I am sure, you will be applying a modest Continuity Fundamental Process to your Design Concept Construction. The international standards on the Continuity Fundamental, prevents the designer to lose control over the most important visual elements of his/her compositions, being this ones such as Color, Forms and others. The international quality standard also gives the assurance of the same fundamental values for every structure of the composition. This is very important when we want to establish our brand, design or composition on a transcendent level of professionalism. I hope that you could take all this information into account next time you are designing, teaching or even chatting about the importance of the fundamentals in the graphic design career. I think it is obvious to say this but I am very excited with the people engaging in the lectures I have published before, this gives me more motives to keep on the writing and exposition of more of graphic design theories and applications. Thanks again and have a wonderful day.

Christian Nartatez.

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