Sustainable Artistic Practices in Graphic Design for Visual Communication

Graphic design has concentrated in itself the quintessence of all visual arts. It absorbs the most synthetic means of expression in order to unequivocally unfold the author's idea. It is closest to people, at the front line of communication, because it is positioned in all spheres of public and personal life. It is these qualities that make it responsible for the formation of sustainable attitude in consumers towards environmental and social problems. This article elaborates on important ethical aspects of graphic design and draws the attention on a vision of sustainable future in design. The main study is focused on the essential communicative means of graphic design—image, composition and symbol—in the context of the advertising industry. They are analysed as an expressive and artistic means of graphic design for communication, which uses the transformation of colors and shapes. As a result, the practical research offers a summary of the most common approaches applied in visual communication with the audience.