Human Element in Contemporary Graphic Design
In an era dominated by artificial intelligence, automation, and advanced design tools, graphic designing is undergoing a silent revolution in which the human element is gaining renewed importance. While technology dictates how designers work, it has no answer to why they design. Contemporary trends clearly lean towards incorporating the human element in graphic design.
Designs today are not only visually appealing but also emotionally engaging. Emotions such as surprise, anticipation, fear, grief, happiness, trust, and a sense of belonging are increasingly being addressed. For example, colours are used to project different moods, and typography is used to portray personality.
Design is no longer limited to static images. It is meant to be experiential or interactive. Today's audiences are overwhelmed by enhanced visuals created on a mass scale by AI, and therefore they crave designs that feel personal, relatable, and authentic. For instance, birthday or wedding greeting designs often include images from the past, creating nostalgic experiences. This stands in contrast to AI's "one size fits all" approach.
Hand-drawn visuals
Hand-drawn pictures, including pencil sketches and digital illustrations, cater to the diversity of human interaction. They are commonly used in Google Doodles on occasions such as Children's Day and Earth Day, remembrances of historical events, celebrations of scientific breakthroughs, and tributes to famous personalities. These visuals often convey a whimsical feeling. Line art and pencil sketches may resemble children's drawings created with water colours and crayons.
Culture is what sets humans apart. Recent trends ensure that symbols, colours, typography, and imagery resonate with the values, beliefs, customs, and traditions of the target audience. For example, tribal art is applied in the design of murals, curtains, wallpapers, and similar elements. Madhubani painting is used in modern graphics to add a colourful desi outlook. Digitised Kalighat paintings, known for their satirical social expressions, are also used in contemporary social media graphics.
Inclusiveness, driven by the human element in graphic design, now goes beyond accessibility to embrace diversity in language, religion, gender, age, culture, and socio-economic status. Design is no longer confined to a particular social stratum. It now caters to marginalised communities as well. High-contrast text for the visually impaired and gender-neutral design options are some examples.
Imperfection is an intrinsic feature of human nature. Limitations in physique, intelligence, emotions, and personality make each individual unique. Beauty lies in imperfection rather than symmetry. This idea has become a major trend in graphic design and serves as a fitting response to the sterile, pixel-perfect designs often created by AI. Grainy visuals, asymmetry, scribbles, and "unfinished" looks effectively portray the human element in design.
Storytelling
Storytelling remains one of the most effective tools of communication even today. It evokes emotion and helps build brand identity. Stories are more memorable than plain facts, as they use imagery, typography, and colour to communicate meaning.
While AI can only generate patterns that already exist, truly new designs emerge from human creativity, which thrives on the unexpected and the road not taken. As graphic designing continues to evolve alongside technology, the value of the human element is increasing. AI can generate a beautiful body, but it is the designer who infuses soul into it. The future of graphic design lies not in choosing between humans and technology, but in the thoughtful use of technology by human designers to make design more human.
—Anita Juliana E.
