Graphics

Graphics are visual elements used to create images for print publications, videos, and websites. The term is often used in a generic sense and can encompass a variety of visual elements, such as photographs, illustrations, drawings, clip art, line rules, typefaces, and tint boxes associated with the design and creation of printed or electronic materials.

Graphics are a powerful way to communicate in today's visually oriented society. Most printed publications and electronic layouts need strong, dominant visual elements to make them more interesting to the reader. Graphics can accompany copy to help attract attention, unify a look, convey special meaning, and add impact. They can also clarify, educate, and improve readability. Graphics are pieces of art used to express ideas, create a mood or image, and enhance the attractiveness of a piece.

Public relations practitioners use graphics to create identity systems for an organization. An identity system includes the implementation of the organizational name and logo throughout the materials produced by the organization, such as letterhead, business forms, brochures, invitations, and advertisements. Practitioners also use graphics to produce just about any communication tool, including newsletters, signs, posters, press kits, and websites.

Graphic design is the artistic and skillful application of type, color, and images to paper or another medium, such as a website, to create a clear and appealing whole. Many specialists work with the creation and production of graphic images, including art directors, graphic artists, and graphic designers, and they comprise an entire industry of professionals involved in the design and printing of messages. Graphic designers, for instance, are professionals who design and may even coordinate the production of a printed piece, including selecting typography, art, paper, and ink. They work with public relations practitioners to ensure that the communication tool, whether a website or a printed publication, is visually appealing. A graphic artist is an individual who produces art through graphic methods, such as painting, etching, drawing, and the use of specialized software programs. Public relations practitioners work with these specialists to create materials with graphics, such as brochures, corporate identity systems, websites, and advertisements. Public relations practitioners who work in this capacity serve as print brokers because they hire illustrators, graphic designers, artists, and printers to help produce their work.

As any type of pictorial matter in a publication or other medium, graphics can include original illustrations and clip art; photographs; logos and symbols; graphs, charts, and maps; numbers; and visual elements such as bullets, line rules, borders, screens and tint boxes, typographic ornaments, geometric shapes (bars, stars, diamonds, hexagon), and enlarged letters. Clip art includes images in many different forms, such as photographs, illustrations, and typefaces that are generated by professionals. Clip art can be purchased online or is available free on some websites. Typically not created for any specific use, the art is generally copyright free. Public relations practitioners need to be aware of the U.S. Copyright Revision Act of 1976, which states that those who use copyrighted work must have the permission of the copyright holder. Even though some work graphics may be in the public domain, other images may be protected by copyright even if a copyright does not appear with the graphic.

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