The aim of this study are the terms that designate the Other - the person to whom the Design project is directed - used in Graphic Design research in Brazil. The clipping was chosen from Graphic Design scientific articles published online between the years 2004 and 2013 on Infodesign, the highest Qualis qualification scientific journal in Brazilian Graphic Design in the present year of 2015. The objective of this research is to understand the uses and meanings of the terms refering to the Other in said journal to clarify the conceptual approach taken by the authors through the analysis of lexical choices in their speeches. The question is how the theory of field refers, recognizes and identifies the Other. Whereas the choice of a terminology expresses an ideology and therefore forms of action, we assume that choosing a different terminology results in different projective approach. From the discourse, we can infer how researchers have addressed alterity and therefore produced their own professional identity. We consider language as a system of opportunities that allows us to make choices, from a theoretical and methodological approach based on the Halliday and Matthiessen s principles of Systemic Functional Linguistics (2004), we performed a quantitative analysis of the predominance of the terms used to designate the Other in the articles, we were inspired by Critical Discourse Analysis principles to analyse the data and, from the results, identified that cultural, social and economic issues permeate our understanding of the Other and the relationship with the Other is marked by the traditional notion of design use. There are implicit rules for the use of the terms, especially regarding power relations between designer and the Other established both the consumption and the notion of necessity involved in Graphic Design thought.