In an image of a beautiful landscape with the heading “Vacation,” the message is both delivered by the word that we read and by the photo. But it is also conveyed by the arrangement of the photo and letters on the page, and by the feeling that the particular font style inspires – its size, color, spacing, etc. All of this is done in an attempt to get us to dream of taking our own vacation and acting on that dream.
Professionally, such communication is the job of the art director or graphic designer. It is also the job of the graphic designer to make sure that design successfully makes it to and through the appropriate technology that transforms the idea into an actual product.