ABSTRACT
User-centered graphic design or human-centered graphic design refers to a design approach that considers the final user as the departure point, in contrast to other approaches that seek economic efficiency, aesthetic currency, personal expression of the designer or technological improvement as their main concern. “User”-centered, instead of “receiver”- centered graphic design refers to a position in communication theory that rejects the traditional terminology coined by Shannon and Weaver (1949), who defined the three elements of the communication chain as transmitter-messagereceiver. These terms reduce people’s behaviors to those of electronic devices, and do not recognize cognitive styles, cultural differences, expectations, feelings, intentions, value systems and levels of intelligence as dimensions that contribute to the construction of a communication situation. The messages produced are not received, but interpreted by people (Frascara 1997).
