AI In Graphic Design: The Impact on Visual Communication

Stella Artois - The Probability Campaign 2023

The digital revolution in graphic design during the 20th century was a transformative period that marked a significant shift from traditional analog methods to digital technologies. This revolution fundamentally changed how graphic design was conceived, created, and distributed. Designers had to adapt to rapidly evolving technologies, and digital tools expanded creative expression and communication possibilities. This transformation continues today as new technologies such as AI shape the field of graphic design in the digital age. AI in graphic design is not intended to replace designers but rather to complement their work by automating repetitive tasks, offering creative suggestions, and increasing efficiency. Designers can leverage AI tools to streamline their workflows, save time, and explore new design possibilities while still relying on their creativity, artistic vision, and expertise to produce unique and impactful designs.

Poster for the Swiss Tourist Board, designed by Herbert Matter, c. 1932.

Poster for the Swiss Tourist Board, designed by Herbert Matter, c. 1932.

What is AI, and how does it work?

AI in graphic design refers to the use of artificial intelligence technologies to assist and enhance various aspects of the graphic design process. It uses special computer programs to analyze lots of design elements like fonts, colors, and layouts. Then, it can make design suggestions or even create designs on its own, following certain rules or what the user wants. For example, AI can find similar design styles, pick matching fonts, suggest good color combinations, or arrange things nicely on a page. It can also learn what someone likes and make designs that fit their taste. AI keeps getting better, making it easier and faster for designers to do their work and come up with cool ideas. While AI complements the design process, human creativity and expertise remain essential in producing unique and visually compelling graphic designs.

Present and Future of AI in Graphic Design:

Before the Digital Revolution

“Graphic design is often called a profession, but in many ways, you could almost call it a trade back then because it involved a mastery of manual skills and clerical type operations. It was a fully analog business,”  says Michael Bierut, partner at Pentagram.

In the old days, graphic design was all about using hands to draw layouts and ordering printed letters from a special printer. Designers had to put together proofs and pictures on paper to make copies. But in the 1980s and early 1990s, computers became super important for graphic design. Computer programs and machines made the process much faster and more precise. It was a big transformation in how graphic design was done.

When computers came into the picture, individual designers got their hands on typesetting tools. This led to a period of trying out new and unusual fonts and page layouts. People started mixing and changing fonts and images in creative ways. They layered them, broke them apart, and made them look different. They even used different sizes and styles of fonts within a single sentence or headline. A lot of this creative stuff happened in design schools and universities. For example, graphic designer David Carson, who worked for magazines like Beach Culture, Surfer, and Ray Gun, became famous for his experimental approach to design. He got the attention of a younger audience by doing things differently in how magazines looked.

After the Digital Revolution

After the digital revolution in graphic design, the Internet became widely available to the public. In the mid-1990s, a whole new field of graphic design exploded because more and more businesses wanted to have websites. Creating a website is different from making printed pages. It involves designing screens with information instead of physical pages. But the principles of using fonts, images, and colors are pretty similar to print design. However, web design comes with its own challenges. Designers need to think about how people will navigate the website and how they can click on links to find more information.

The decade leading up to the AI revolution in graphic design witnessed a shift toward digital design, responsive web design, and a heightened emphasis on user experience. Designers were already navigating a dynamic landscape with a focus on digital platforms and aesthetics, setting the stage for the integration of AI-powered tools that would further streamline and enhance their work in the years to come. Technology has changed a lot about how graphic designs are made and shown to lots of people. But the main job of a graphic designer is still the same: making information look good and clear so people can understand it.

After AI

In the same way that design developed in the 20th century before and after the advent of computers – it is developing in the same way now, only much faster because technology has advanced a lot. One of the most significant changes that AI has brought to graphic design is the automation of routine tasks. AI can perform tasks such as image resizing, color correction, and even creating layouts with high accuracy. The net result saves time and ensures consistency in design.

For example, DALL-E is a computer program developed by OpenAI, and it’s quite remarkable. It’s an AI image generator that can take text descriptions as input and produce corresponding images as output. You can ask DALL-E to create pictures of almost anything you can describe, from “a two-headed flamingo” to “a futuristic cityscape with flying cars.” It works by using a deep learning model that has been trained on a vast dataset of text and image pairs. DALL-E combines the text description with its knowledge of visual elements to generate unique and often imaginative images.

Similar to OpenAI’s DALL-E and Stability AI’s Stable Diffusion, Midjourney itself may not directly affect traditional graphic design, it showcases the potential of AI in the creative process. It’s a powerful tool for generating visual content quickly and creatively. It can be useful in various design-related tasks, such as generating concept art, creating visual prototypes, or even assisting designers in brainstorming ideas. Midjourney and similar AI systems are pushing the boundaries of what’s possible in the intersection of technology and design, offering new avenues for creativity and inspiration in the field.

Midjourney AI generative art by Filip Filkovic Philatz

Midjourney AI generative art by Filip Filkovic Philatz

Flaws of AI in Graphic Design

The integration of AI into graphic design undoubtedly brings a myriad of advantages, yet it also introduces a set of challenges and potential drawbacks. A primary concern is the potential loss of creative control, as the automation of certain design decisions may constrain designers from infusing their work with unique and innovative ideas. Furthermore, there is the risk of homogenization. AI-driven design suggestions often lead to a sameness in design aesthetics, as reliance on common AI-generated elements and styles can result in a lack of distinctiveness.

Ethical considerations loom large as questions surrounding the authenticity and originality of AI-generated content arise, making it increasingly difficult to differentiate between human creativity and AI automation. Concerns about the potential redundancy of traditional design skills may also impact job opportunities and career trajectories for designers.

AI’s limitations in comprehending context, culture, and emotions pose another challenge, potentially leading to tone-deaf or inappropriate design choices. The thorny issue of intellectual property becomes more complex when dealing with AI-generated designs, often leading to disputes and legal complexities. There is also a risk of an overemphasis on efficiency, where the pursuit of speed and automation might compromise the quality and thoughtfulness of design considerations.

Ultimately, while AI offers compelling advantages in graphic design, it must be carefully balanced with the preservation of the distinct human touch in design – the ability to infuse emotion, empathy, and storytelling into creations. Finding this equilibrium ensures that AI complements rather than supplants the unique qualities that make graphic design an art form and a potent means of effective communication.

Benefits of AI in Graphic Design

The integration of AI into graphic design brings forth a multitude of benefits that revolutionize the creative process. One of the most compelling advantages is efficiency. AI-powered tools adeptly handle repetitive tasks. Furthermore, AI guarantees consistency by maintaining uniformity in all elements across diverse materials and platforms, preserving brand identity and professionalism.

AI can serve as a wellspring of ideas, suggesting design concepts, styles, and layouts. Cost-effectiveness is also a notable advantage. AI automates tasks and reduces manual labor demand, thus lowering project costs without sacrificing quality. Perhaps one of the most transformative benefits is data-driven design. AI’s ability to analyze data and user behavior empowers designers to optimize websites, apps, and marketing materials. This ensures that designs are visually appealing and highly effective in achieving their intended goals. The best example is the new Stella Artois campaign.

The campaign created by Gut Buenos Aires features paintings by Manet, Van Gogh, and others, all of which show people drinking. Superimposed on top of the fine art is a percentage indicating the probability that the people in the pictures are actually drinking Stella Artois. The data point was determined using an algorithm that analyzed the year the artwork was painted, its geographical location, the shape of the glass used, the liquid’s color, and the distance between the artist and the original brewery. GUT Buenos Aires said, “We also took into consideration the Artois distribution coverage on the year of the painting and potential competitors in the same area. That’s what makes it an honest campaign. The brand says, ” We’ve been here for centuries, and we can’t be sure, but maybe we are in these historical paintings.”

Best AI Graphic Design Tools

AI-powered tools and software applications have gained recognition and popularity in the field of graphic design. However, it’s essential to note that the landscape of AI tools can change rapidly, with new innovations constantly emerging. Here are some of the best AI tools for graphic design:

  1. Adobe Sensei (Adobe Creative Cloud): Adobe’s AI system is integrated into its suite of design software, offering features like content-aware fill, font matching, and object removal, among others.
  2. Canva: Canva incorporates AI to suggest design elements, layouts, and even content, making it accessible and user-friendly for non-designers.
  3. Runway ML: Runway ML is a creative toolkit that allows designers to experiment with AI-driven processes such as style transfer, generative art, and more.
  4. Figma Plugins: Figma, a collaborative design tool, offers a variety of AI-powered plugins to enhance design workflows, including image upscaling, content generation, and more.
  5. Crello: Crello is a graphic design tool that uses AI to provide design suggestions, templates, and animations, making it suitable for both beginners and professionals.
  6. PromoRepublic: This tool utilizes AI to assist with social media marketing by suggesting content ideas, captions, and graphics tailored to specific industries.
  7. Snappa: Snappa offers AI-powered graphic design features for creating social media posts, blog headers, and other web graphics quickly and easily.
  8. Lumen5: Lumen5 uses AI to transform text content into video presentations and animations, making it a valuable tool for content creators.
  9. Designify: Designify employs AI to help designers quickly convert web designs into HTML and CSS code, streamlining the web development process.
  10. Tailor Brands: Tailor Brands uses AI to create logos, business cards, and other branding materials by analyzing user preferences and industry trends.

Exploring and evaluating the latest AI tools and platforms is advisable to find the ones that best suit your specific design requirements.

Should Designers be Concerned About AI?

Graphic designers do not need to be overly concerned about AI – instead, they should adapt and embrace the changes it brings to the field. AI serves as an enhancement, not a replacement, automating repetitive tasks and expediting workflows. Designers should channel their efforts toward the creative aspects of their craft, such as storytelling, concept development, and understanding clients’ unique needs. Acquiring AI-related skills ensures designers stay competitive and discover new opportunities. Designers must remain informed about trends as the industry evolves with AI and adapt their skills accordingly. Collaboration between designers and AI tools can lead to innovative and unique design solutions. AI transforms graphic design into a collaborative endeavor, augmenting and supporting designers rather than posing a threat. Designers who embrace this evolution can thrive in the ever-changing landscape of graphic design.


AI graphic design is reshaping the industry by enhancing efficiency, providing inspiration, and reducing costs. While it has its limitations and concerns, the future promises an exciting synergy between human creativity and AI assistance. Designers should embrace this technology to streamline workflows and create compelling visual content. AI is not here to replace designers but to elevate their craft to new heights.