How much of a threat is Artificial Intelligence to Graphic Design?

“The trend of anthropomorphizing robots is nothing more than a historical cliche – and should be avoided. “Why do we need to anthropomorphize these kinds of machines?” he asked. “Why do we need to replicate human interactions or emotions?”

– Yves Béhar

He believes that designing systems that humans can use to compliment their design work and help make their lives easier is the way to go instead of making a system that “replicates” the abilities of a human being.

In terms of design, there is no one solution to a problem. There are many different options and directions to take to come to a solution and there is no one right answer.

Artificial Intelligence systems don’t necessarily have the best solution. Human creativity is a very unique and powerful asset as the “human touch” cannot be replicated by an AI system.

There are now artificial intelligent systems that are being implemented into the world of design in the form of logo designers and web design such as The Grid or LogoJoy. They are able to take preferences set by the user by choosing images and creating a template/ design which is similar but with your content.

I found an interesting post on Creative review (link provided below) where the author tested the difference in outcomes between the AI logo program (LogoJoy) and their own human designers in-house.

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Designed by LogoJoy
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Designed by human designer, James Greenfield

 

To see the article follow the link below:

https://www.creativereview.co.uk/can-ai-design-a-better-logo-than-you/

In comparison, I would say that the top design seems quite generic and similar to lots of other logo designs that you might see. The bottom design appears much cleaner and the simplicity of it makes it look like a more professional and quality company/brand. It also comes across as having more personality and is quirky. The clever use of the lettering to create an image within the text is something that an automated/ Artificial Intelligence design program would not be able to produce on its own.

Overall, human designers are able to apply their experience and contextual knowledge to design solutions which sets designs apart from content designed from an AI system. As many AI systems work from pre-made templates, this could result in a lot of similarity between designs and subsequently designing may become less original.

As non professional designers are now able to paste their own content into a template, making logo design more accessible for the non-designer at a cheaper and quicker price. This method takes away the designer from the process and allows the customer to be able to make their own logo from an automated, generative design which uses features based on your likes of shape, colour and typeface and allows you to make the changes on screen.

One difference between the process for the client would be that they would be able to see the progress of their logo throughout all the stages which means they are more involved and feel as though they are more in control. However, it would seem that the system produces more of a generic outcome and there is less flexibility and creativity than if your logo was being created by a designer. Although the process might be longer, it could be argued that you get a more personal and carefully considered design that fits perfectly with your company and has more of a human touch.

Logojoy says that “Using artificial intelligence and advanced learning algorithms, our logo maker is able to produce designs just like a designer would. Whether you’re starting a blog or re-branding your business, our online logo design tool will make it easy for you to get a great logo.”

I decided to go through the process of creating a logo using the Logojoy website seeing how the system is able to create an outcome and how good this outcome is.

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Logojoy first asks you to choose from a selection of logo designs to identify what style you like to gain inspiration, which is fairly similar to how a designer might start. Designers begin by looking at competitors designs and inspiration for logo designs as well as looking at the creative brief from your client.

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Next, it prompted me to choose a variety of colours. In this colour selection, it also tells the user about colour theory and what connotations each colour might have, allowing them to help the user in identifying what colour they should use to convey a certain message.

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It then asks for the text content on your logo by asking for company name and slogan to create 2 different text sections using different typefaces.

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The user is then provided with the option to type in shapes or icons that they might want to feature to customise their design. When you press search it finds relevant icons which are sourced from NounProject. You are able to choose which you like best.

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You are then provided with a selection of logos that they have produced based on your preferences. They then give you the ability to click and favourite any of them. It creates mock ups on different items such as a phone or packaging to give the user an idea of how their logo would look in real life.

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If you want to make any changes to your design such as letter spacing, font size, colour or a number of other variables as shown below:

screen-shot-2017-02-16-at-13-56-22

With this service, you can create your logo for free, however to download versions of your logo in high resolution and in different formats you need to make a purchase of $65 or you can buy a basic low resolution version for $20.

 

I think that design is an area that could be more safe from Artificial Intelligence than other professions as design uses something that computer systems are not able to replicate: originality of creative flair. From the comparison between a human designed logo and logo designed by a system there was a clear difference. I believe that AI will probably have a place in design of some sort and non professional designer could make use of this as a shortcut. However, I think that to maintain the quality, originality and new approaches to design. I feel to develop and progress in design, it is important to have human designers who are able to use context and life experience.

References:

Co.Design. (2017). 10 Principles For Design In The Age Of AI. [online] Available at: https://www.fastcodesign.com/3067632/10-principles-for-design-in-the-age-of-

aiLogojoy.com. (2017). Logojoy – A logo maker for simple, beautiful logos.. [online] Available at: https://logojoy.com/

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