Graphic design. The misunderstood older sibling of UX design, relegated to the background as user-centred design (UCD) and digital experiences take centre stage. But is it really time to declare graphic design obsolete? Absolutely not. In fact, graphic design is very much alive and kicking, and dare I say it, still the foundation upon which modern design disciplines are built.

Before you start wondering whether I’ve just wandered off into a nostalgic reverie of Bezier curves and Pantone swatches, hear me out. Graphic design, while perhaps no longer the star of the show in a world where user journeys and seamless interactions reign supreme, is still fundamental to crafting meaningful and visually compelling digital experiences. So, let’s break it down.

The foundation of visual language

Let’s start by acknowledging the pioneers who laid the groundwork for modern design. Without Philip B. Meggs’ exhaustive work chronicling the history of graphic design, we might forget how crucial the development of visual language is to the designs we create today. Or Jan Tschichold, who established the grid system that continues to influence modern-day layouts. His book, The New Typography, wasn’t just revolutionary—it is a design Bible. And then there’s Saul Bass. Could we ever talk about the intersection of art and branding without mentioning him? His iconic movie posters and title sequences made waves in how we understand design’s role in shaping perception.

These visionaries, along with others like Paul Rand, Neville Brody, and David Carson, taught us that graphic design isn’t just about making things look pretty—it’s about communicating ideas and emotions through form, colour, and composition. Their work laid the foundation for what we now call “visual storytelling,” a crucial element in digital experiences.

Yes, we might be living in the age of wireframes and prototypes, but we still need the principles that these design legends established to create coherent, visually engaging digital products. Just because design has moved from print to pixels doesn’t mean the laws of visual hierarchy, contrast, or typography no longer apply.

At its core, user-centred design is about solving problems for users through a seamless interaction between form and function. But here’s the thing—form matters just as much as function. And that’s where graphic design flexes its muscles. Whether it’s defining a brand’s digital presence or guiding users through an interface, graphic design provides the visual clarity and emotional resonance that makes a design memorable.

Remember David Carson’s rebellious approach in the ’80s and ’90s, throwing traditional grids and typographic rules out the window with his work at Transworld Skateboarding, Transworld Surfing, Surfer Magazine and Ray Gun? Carson challenged what design should look like, and in doing so, created work that not only caught your eye but demanded your attention. Today, that same emotional punch can be seen in digital designs that balance functionality with creativity, proving that graphic design is still very much relevant to crafting digital experiences.

Brand identity and digital cohesion

Let’s not forget that graphic design is the heart and soul of brand identity. The way a brand feels and looks—whether in a digital or physical space—stems from graphic design principles. Even in our UCD-driven world, every button, icon, or page layout has been meticulously crafted with the aim of aligning with the brand’s core message. Ever heard of Paul Rand? If you’ve ever seen IBM’s, ABC’s, or UPS’s logos, you’ve seen his work. Rand understood that branding was about much more than just slapping a logo on something. It’s about creating a visual language that resonates with users.

Graphic designers today continue this tradition in digital spaces. Whether it’s designing a logo that works across mobile apps, websites, and social media platforms, or ensuring a brand’s visual consistency in an increasingly fragmented digital ecosystem, graphic design is essential for maintaining the integrity of a brand.

Think of it this way: UX designers may be the architects, but graphic design is at the core of laying down the solid foundations and adding the paint, texture, and personality to the structure. And just like in physical architecture, the visuals need to match the function. When done well, it’s a seamless marriage between user experience and aesthetics.

The rise of minimalism – a UX-driven trend with graphic design Roots

Now, some might argue that the rise of minimalism in digital interfaces means that graphic design is less relevant than it used to be. After all, flat design and clean interfaces don’t exactly scream “artistic flair,” right? But minimalism, as a design trend, has its roots in graphic design principles. In fact, modern UX-driven minimalism owes much to Jan Tschichold’s pioneering work with grids and negative space, where less is more, and every element serves a clear purpose.

Neville Brody, known for pushing boundaries with his work in magazines like The Face, also played a significant role in shaping how we approach modern digital typography. Today’s digital experiences, especially those that embrace minimalist interfaces, still require the same careful attention to typography, spacing, and layout that Brody championed.

Just because an interface looks clean and simple doesn’t mean it wasn’t meticulously crafted by someone with a strong foundation in graphic design.

The future of graphic design in UCD

Graphic design’s future is not about returning to its former glory as a standalone discipline. Instead, it’s about continuing to evolve and integrate with other design fields, particularly UX and interaction design. The line between graphic design and UX design is blurring more every day, and that’s a good thing. It forces designers to be well-versed in multiple disciplines, creating richer, more meaningful experiences for users.

And while AI and automation may be nibbling at the edges of the design world, graphic design’s need for human intuition, creativity, and emotional understanding ensures its continued relevance. In a world that’s increasingly digitally focused, the human touch—particularly in crafting experiences that resonate on an emotional level—will always be a cornerstone of design.

In conclusion, while the design landscape has undeniably shifted towards UCD, graphic design remains a critical component in creating visually compelling and user-friendly experiences. Whether through shaping brand identities, guiding user interactions, or simply bringing an aesthetic quality to digital products, graphic design isn’t just relevant—it’s irreplaceable.

So the next time you’re creating a wireframe or mocking up a digital interface, remember to give a nod to the giants like Meggs, Tschichold, and Rand, whose work continues to influence every pixel you place.