Imagine a menu of a restaurant without criteria, without graphics, or a catalogue with grainy photos, badly taken. Or even an instruction booklet for assembling a piece of furniture without drawings, without spaces that isolate the fundamental concepts. After all, it is the evolution of what we all do in an innate way: we emphasize, we highlight, we make patterns.
Graphics and design have a fundamental role: they order, they build a visual world in which the elements are connected to each other, they acquire a sense and meaning in relation to each other (as in Voronoi’s diagram), they are easy to read and to follow. From the business card to the setting up of an exhibition, from the interface of a website to Instagram posts, the visual part captures, makes you understand, attracts and intrigues.
But, as always, even the most spectacular graphics lose their meaning (and sometimes are even harmful) if they are not included in a strategy, if they are not coordinated, if they do not have a concept.