Unveiling the Art of Graphic Design
Begin your journey into the world of graphic design, exploring elements such as lines, shapes, and textures that define this creative field. Discover how designers use visual and textual content to convey powerful messages through websites, logos, and more.
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Graphic Design is no Accident BY BILL SWEENEY
Graphic Design: GRAPHIC DESIGN, ALSO KNOWN AS COMMUNICATION DESIGN, IS THE ART AND PRACTICE OF PLANNING AND PROJECTING IDEAS AND EXPERIENCES WITH VISUAL AND TEXTUAL CONTENT. THE FORM IT TAKES CAN BE PHYSICAL OR VIRTUAL AND CAN INCLUDE IMAGES, WORDS, OR GRAPHICS. THE EXPERIENCE CAN TAKE PLACE IN AN INSTANT OR OVER A LONG PERIOD OF TIME. THE WORK CAN HAPPEN AT ANY SCALE, FROM THE DESIGN OF A SINGLE POSTAGE STAMP TO A NATIONAL POSTAL SIGNAGE SYSTEM. IT CAN BE INTENDED FOR A SMALL NUMBER OF PEOPLE, SUCH AS A ONE-OFF OR LIMITED-EDITION BOOK OR EXHIBITION DESIGN, OR CAN BE SEEN BY MILLIONS, AS WITH THE INTERLINKED DIGITAL AND PHYSICAL CONTENT OF AN INTERNATIONAL NEWS ORGANIZATION. IT CAN ALSO BE FOR ANY PURPOSE, WHETHER COMMERCIAL, EDUCATIONAL, CULTURAL, OR POLITICAL.
Graphic Designers: GRAPHIC DESIGNERS HELP TO ESTABLISH THE VISUAL IDENTITY OF THEIR CLIENTS, THEY ALSO PLAY A KEY ROLE IN GUIDING THEIR CLIENTS TOWARDS THE GOALS THEY DESIRE FOR THE IMPLEMENTATION OF THEIR CONSUMER FACING IDENTITIES. FOR EXAMPLE: WHEN A CONSUMER VIEWS A WEBSITE WITH PINKS, REDS, AND YELLOWS, THE VIEWER WOULD FEEL THE COMPANY HAS AN UPBEAT, ENERGETIC DIGITAL IDENTITY. CONVERSELY, WHEN VIEWING A COMPANY WEBSITE WITH MANY BLUES AND GRAYS, A VIEWER WOULD FEEL HAS A MORE FORMAL, CORPORATE IDENTITY.
Graphic Design is: THE PROCESS AND ART OF COMBINING TEXT AND GRAPHICS TO COMMUNICATE AN EFFECTIVE MESSAGE IN THE DESIGN OF: websites logos graphics brochures newsletters posters signs AND ANY OTHER TYPE OF VISUAL COMMUNICATION. DESIGNERS ACHIEVE THEIR GOALS BY COMBINING THE ELEMENTS AND PRINCIPLES OF GRAPHIC DESIGN.
Basic Elements of Graphic Design: IN ADDITION TO THE OBVIOUS ELEMENTS - IMAGES AND TYPE - GRAPHIC DESIGN ELEMENTS INCLUDE: Lines Shapes Texture Value Size color GRAPHIC DESIGNERS FOR PRINT AND WEB PAGES USE SOME OR THESE ELEMENTS TO GENERATE EFFECTIVE DESIGNS. THE GOAL IS USUALLY TO ATTRACT THE VIEWERS ATTENTION, SOMETIMES TO MOTIVATE THEM TO TAKE A SPECIFIC ACTION.
Elements of Graphic Design Are: LINES - LINES ARE THE MOST BASIC OF THE DESIGN ELEMENTS. LINES CAN BE STRAIGHT, CURVED, THICK, THIN, SOLID AND NOT- SOLID. THEY ARE USED TO CONNECT TWO POINTS, SEPARATE SECTIONS OF A DESIGN OR FOCUS THE USER'S EYE ON AN ELEMENT. A JAGGED LINE CONVEYS EMOTION, A LINE THAT ENDS IN ARROW FORCES THE VIEWER'S EYE TO LOOK IN A SPECIFIC DIRECTION. A LINE THAT MEANDERS AMONG SEVERAL ELEMENTS GUIDES THE VIEWER FROM ONE ELEMENT TO THE NEXT AND ON TO THE NEXT. SHAPES - THE BASIC GEOMETRIC SHAPES ARE SQUARES, CIRCLES, AND TRIANGLES. THEY ARE USED AS BOXES OR BORDERS ON A DESIGN OR AS SOLID SHAPES FOR DECORATIVE PURPOSES. SHAPES ARE ALSO ICONS, SYMBOLS, AND DINGBATS. SHAPES ADD INTEREST TO A DESIGN.
Elements of Graphic Design Are: TEXTURE - VISUAL TEXTURE IS CREATED WITH CERTAIN GRAPHICS TECHNIQUES TO DRAW ATTENTION TO AN ELEMENT ON A PAGE OR TO SERVE AS A BACKGROUND ON A WEB DESIGN. TEXTURE INCREASES THE OVERALL VISUAL APPEARANCE AND DRAWS ATTENTION. TEXTURE CAN BE ADDED TO A TYPE, IMAGES, AND OTHER ELEMENTS. COLOR - COLOR IS AN OBVIOUS ELEMENT THAT IS USED TO ATTRACT ATTENTION AND TO REPRESENT EMOTION AND MOOD. RED PRESENTS STRENGTH, ANGER OR PASSION, FOR EXAMPLE, WHILE BLUE INVOKES PEACE AND SECURITY. VALUE - VALUE REFERS TO HOW DARK OR LIGHT AN AREA OF THE DESIGN LOOKS. VALUE CREATES CONTRAST AND EMPHASIS. SIZE - THE SIZE OF AN ELEMENT IN A GRAPHIC DESIGN IS AN INDICATION OF ITS IMPORTANCE. A LARGE SIZE INDICATES THE MOST IMPORTANT INFORMATION AND DRAWS THE VIEWER'S ATTENTION.
Basic Principles of Graphic Design: THE ELEMENTS OF GRAPHIC DESIGN COMBINE WITH THE PRINCIPLES OF: ALIGNMENT, BALANCE, REPETITION, PROXIMITY, CONTRAST, AND SPACE TO CREATE EFFECTIVE PAGE COMPOSITIONS. PRINCIPLES OF GRAPHIC DESIGN ADDRESS WAYS IN WHICH A GRAPHIC DESIGNER CAN ASSEMBLE THE INDIVIDUAL ELEMENTS INTO A COHESIVE WHOLE. DESIGNERS DRAW THE VIEWER'S ATTENTION TO AN IMPORTANT ELEMENT BY PLACING THE IMPORTANT ELEMENT IN THE PLACE WHERE THE EYE NATURALLY FALLS.
Other classic principles of design include: ALIGNMENT - ALIGNMENT REFERS TO LINING UP THE ELEMENTS OF A DESIGN ALONG THE TOP, BOTTOM, CENTER OR SIDES OF THE ELEMENTS. THE ALIGNED ELEMENTS AREN'T NECESSARILY OF THE SAME TYPE. THEY ARE FREQUENTLY ALIGNED ALONG THE LEFT EDGE OF THE LAYOUT. DIFFERENT SIZE PHOTOS APPEAR AS A UNIT WHEN THEY ARE ALIGNED ACROSS THE TOP OR THE BOTTOM. REPETITION - REPETITION DUPLICATES THE CHARACTERISTICS OF SIMILAR ELEMENTS TO CONTRIBUTE TO DESIGN CONSISTENCY. REPETITION CAN ALSO CREATE RHYTHM IN A DESIGN. A SERIES OF BULLETED POINTS OF INTEREST IN THE SAME COLOR, TYPE AND SIZE FOR A COMPLETE UNIT. PROXIMITY - PROXIMITY MAINTAINS A RELATIONSHIP BETWEEN ITEMS THAT GO TOGETHER. THE ELEMENTS DON'T HAVE TO BE POSITIONED CLOSELY TOGETHER BUT THEY SHOULD BE CONNECTED VISUALLY.
Other classic principles of design include: CONTRAST -CONTRAST OCCURS WITH THE JUXTAPOSITION OF OPPOSING ELEMENTS BIG VERSUS SMALL OR DARK VERSUS LIGHT, FOR EXAMPLE. USING CONTRAST CAN HIGHLIGHT IMPORTANT ELEMENTS OF THE DESIGN. CONTRAST IS EASILY ACHIEVED WITH COLOR, BUT IT CAN ALSO OCCUR WITH TEXTURE, TYPE, AND GRAPHIC ELEMENTS. SPACE - SPACE IS THE PART OF A DESIGN THAT IS LEFT BLANK. IT INCLUDES EMPTY SPACE THAT IS INTENTIONALLY PLACED WITHIN THE DESIGN, MARGINS AND GUTTERS BETWEEN OTHER ELEMENTS, WHICH ARE USUALLY REFERRED TO AS PASSIVE SPACE. SPACE IN A DESIGN ADDS EMPHASIS TO AN AREA OF THE DESIGN BECAUSE THE EYE IS STRONGLY DRAWN TO THE PART OF THE DESIGN THAT IS NOT EMPTY. BOTH POSITIVE AND NEGATIVE SPACE SHOULD BE CONSIDERED IN THE GRAPHIC DESIGN.
IT IS A WORTHWHILE EXERCISE FOR US TO DISCUSS HOW YOU AS A DESIGNER CAN HELP A CLIENT CONSIDER AND IMPLEMENT VISUALS IN SUCH A WAY AS TO BEST DEVELOP AND MAINTAIN THEIR VISUAL IDENTITY ACROSS DIVERSE DIGITAL MEDIA TYPES.
What Are Media Types? WE SHOULD START OUR DISCUSSION OF GRAPHIC DESIGN BY DEFINING AND DESCRIBING THE DIFFERENT KINDS OF MEDIA THAT ARE IN USE TODAY. MODERN MEDIA COMES IN MANY DIFFERENT FORMATS, INCLUDING: PRINT MEDIA (BOOKS, MAGAZINES, NEWSPAPERS), TELEVISION, MOVIES, VIDEO GAMES, MUSIC, CELL PHONES, VARIOUS KINDS OF SOFTWARE, AND THE INTERNET. EACH TYPE OF MEDIA INVOLVES BOTH CONTENT, AND ALSO A DEVICE OR OBJECT THROUGH WHICH THAT CONTENT IS DELIVERED.
