From the sketch to the design. The materialization of visual discourse in the graphic design

Abstract

How does idea transform in a design? This it has been always a question that many investigators have done to themselves in a discipline difficult to classify like the Graphic Design. From this article we will try to contribute a new vision, but departing from a discipline with many centuries of history: the Rhetoric. We will see how the way of elaborating an idea to use in a rhetorical speech can move to the Graphic Design. All design is born from the words as expressive substance of the ideas to transform in images as result of the materialization of a previous thought that suffers a few alterations in his way of expression to turn out to be more attractive and to fulfill his communicative aim. We will use to explain this complex process of the analysis of some of the works of the graphic designer Manuel Estrada, one of the principal exponents of the Spanish Design. By his sketches we will be able to see the way crossed from the idea up to the final result.