Graphic designers translate concepts and ideas into a visual representation, by organizing and connecting elements into a structure. This arrangement of elements is done with an intended effect in mind, a goal. Since designers communicate with viewers with defined purposes, design is essentially rhetorical. This intentional and deliberate production of meaning is the rhetorical function of graphic design.
But what is the role of the graphic designer in this communication scheme? The content is produced by someone else and it is received by the viewers. The graphic design creation process includes the selection and arrangement of signs in a way which will produce meaning and optimize the communication. The graphic designer stands, then, as a mediator — someone who acts as a “translator”, an “organizer”, of content.
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