Robert Haselbacher,
freelance designer, based in Berlin

Communication design is the practice of shaping how information is shared and understood. It blends graphic design, strategy, and storytelling to help messages connect with their intended audience – whether in print, digital spaces, environments, or everyday objects.

Design is everywhere – even when we don’t notice it. If you can’t find the restroom in a museum, struggle to use an app, or decide against buying a book because the paper doesn’t feel right – that’s all the result of poor design choices.
We rely on signs, screens, and other media to find our way, connect with others, and learn. Face-to-face communication makes up only a small part of our daily interactions (34 minutes per day in the US in 2023). Good design helps us understand, interact, and feel at home in our increasingly digital and mediated world.

I believe all human communication is political because it’s connected to how we live and make decisions together. Design can build trust and inform – or it can mislead. While the same moral principles apply to everyone, in my opinion, designers have a greater responsibility due to their expertise, the potential reach of their work, and the way design naturally influences our subconscious.

Having artistic talent and technical skills is important, but good communication design is also about the process, the team, and building strong relationships.
More than just visual appeal, communication design is a discipline rooted in strategy and research. The process doesn’t start with pixels and fonts, but with questions and curiosity: Who is the audience? What is the core message we need to convey? What context are they in? Answering these questions through careful research builds the strategic foundation for any project. This approach ensures the final design is not only beautiful but also purposeful, creating a clear and meaningful connection between the message and its audience.