Transforming Information into Knowledge
To FDC, graphic design is a logical process as well as a creative one. Defining the relevant information is as important as how it's displayed.
FDC starts this process no differently from how it would approach any other brief, researching and analysing the raw data.
Once we've mined the information, we start to design the access to it. Using visual cues, which start by informing the viewer that here is something of interest, and then directing them through a designed path, hopefully to enlightenment and knowledge.
Symbols, colours, space, shapes, headlines, pictures, captions, sub-headings and text. These are all guides to help scan a piece of communication, so that its interest and importance can be defined. We call it a visual hierarchy, it's a sub-conscious act on the part of the viewer, but a conscious act on our part. We use it in everything we do.