Graphics is, yes, a very broad idea. It's more of an umbrella term. It has to do with the sleight-of-hand that makes an idea, especially once it's made available for viewing—like in print—look effortlessly attractive and inviting.

What the viewer shouldn't realize is that a person made a mountain of decisions—from color palette, to font, to positioning, to visual flow—over a good amount of time, to make it look that effortless.

.kac.