In this study, it is emphasized how the fund of knowledge develops the sector once transferred as an educational resource in graphic design, likewise in every sector, and how innovative approaches in design can be brought forward. As a communication tool, graphic design can only reach the target audience directly and effectively if the message is created based on the fund of knowledge. However, in today's world, designers working in the fields related with graphic design, especially in advertising agencies, based on various reasons, have a tendency to materialize their products disregarding the fund of knowledge. Moreover, they need to meet the customer expectations for the subject design, as well. For this reason, the approval of graphic design products remains at an arbitrary point of view and often turns the production process between the graphic designer and the target audience into a hornet's nest. Therefore, the designer chooses to repeat the previous designs instead of making unique ones. This leads to recurring design trends within the field of graphic design. Here, in this article, it is determined that the problem of lack of authenticity was determined due to being subject to daily design trends through the production process of graphic designers and the importance of knowledge transfer is emphasized as a solution. In this study, the effective ways of transferring the fund of knowledge is also handled and tried to be explained by exemplifying the approaches of contemporary designers in their own designs. Handling the knowledge of graphic design history is not overlooked; but the given examples are only confined to the contemporary designers since the subject of the article is examined as a problem of the daily sector.
Keywords: Graphic Design, Knowledge, Senior, Junior, Advertising Agency