What is Graphics Design?

Graphic design is a creative process that involves

using visual elements such as text, images, colors,
and shapes to communicate a specific message or
idea.
Graphic design is the art of creating and arranging
visual elements to communicate a message
effectively.
By applying visual hierarchy and page layout techniques,
designers use typography and pictures to meet users’
specific needs and focus on the logic of displaying
elements in interactive designs to optimize the user
experience.
 Importance of Graphic design
Graphic design is important for many reasons, including:

Brand identity
Graphic design can help establish a strong, recognizable
brand across various platforms. A consistent visual
identity can help customers remember your brand and
product.
Communication
Graphic design can help you convey messages, emotions,
and ideas to your audience using visual elements like color,
typography, and imagery.
• Audience engagement

Effective graphic design can attract and engage

your target audience
•Marketing

Graphic design can help you create visually compelling

content that persuades potential customers.
•First impressions

Visuals can make a strong first impression and help

people remember information.
• Digital products

Graphic design can help ensure that digital products

are functional, user-friendly, and aesthetically pleasing.
Common Applications of Graphic Design:

• Branding: Creating logos, brand color palettes, and typography

guidelines.

• Print Media: Designing for magazines, newspapers, brochures,

business cards, and posters.

• Digital Media: Social media graphics, website visuals,

infographics, and online advertisements.

• Packaging: Designing product labels, boxes, and other

packaging materials.
Elements of Graphic Design

The elements of graphic design are the building blocks that form
the visual components of any design. Understanding these
elements helps in creating a cohesive and impactful composition.
• Line:
A line is a basic element connecting two points and can be straight,
curved, zigzagged, or free-form. Lines guide the viewer’s eye, separate
sections, or create textures. They can also represent motion and direct
attention toward specific areas of a design.
• Shape:

Shapes are enclosed areas created by lines or color differences.

Shapes can be geometric (squares, circles, triangles) or organic
(irregular, free-form shapes). They serve as foundational elements,
creating structure, depth, and interest in a design.
Types of shapes

Geometric shapes or mechanical shapes are shapes that can be drawn using a ruler or
compass, such as squares, circles, triangles, ellipses, parallelograms, stars, and so on.

Organic shapes are irregular shapes that are often complex and resemble shapes that
are found in nature. Organic shapes can be drawn by hand, which is why they are
sometimes subjective and only exist in the imagination of the artist.

Curvilinear shapes are composed of curved lines and smooth edges. They give off a
more natural feeling to the shape. In contrast, rectilinear shapes are composed of sharp
edges and right angles, and give off a sense of order in the composition. They look more
human-made, structured, and artificial. Artists can choose to create a composition that
revolves mainly around one of these styles of shape, or they can choose to combine both.
• Color:

Color brings life and emotion to design. It’s used to attract attention,
set the mood, and communicate meaning. Understanding the color
wheel, color harmonies, and color psychology helps designers make
effective color choices that align with the intended message.
Colour plays one of the biggest roles in graphic design. It can give
emphasis, it can be used as a mechanism of organization, it can create
impact and create a specific look and feel in a piece of graphic design
work.

When working with colour, it helps to have a good understanding of

colour theory. Colour theory provides us with practical guidance to help
us mix colours and create interesting colour combinations and it all
starts with the colour wheel. The colour wheel is a really useful tool
designed to help us choose colours that work well together.
 Types of Colour
Primary Colours

Primary colours make up the basis for the colour

wheel. Here they are in red, yellow and blue.
Secondary Colours

Secondary colours are made by mixing equal portions of the

primary colours which create green, orange and purple.
Tertiary Colours

Tertiary colours are made by mixing a primary colour with a neighboring

secondary colour, for example if we mix the yellow with orange we’ll get a
yellowy-orange colour in between. If we continue to mix the primary and
neighboring colours, we’ll fill the gaps and get the remaining tertiary
colours
If we separate the colour wheel, we get two
categories i.e. warm and cool colours. On the right
we have the warm colours, which incorporate the red
violet through to yellow.
This is a really useful tool designed to help us choose colour
schemes. To help us choose interesting colour combinations
that have harmony together or create contrast, there are
some colour rules we can explore. These colour rules are
referred to as:

monochromatic colours,
analogous colours,
complimentary colours and
triadic colours.
Monochromatic Colours

Monochromatic colours are shades and tints of the same

colour. The monochromatic colour scheme is typically
balanced and easy on the eye.
Analogous Colours

Analogous colours are those found close to each other on the

colour wheel. Analogous colours typically work well together
since they have similar origins. Like the monochromatic
colours, they are also balanced but typically more interesting
as these colours have more contrast.
Complimentary Colours

Complimentary colours are those found on opposite ends of the

colour wheel. Complimentary colours have high contrast which
produce vibrant exciting colour schemes. As implied,
complimentary colours enhance each other and typically always
work well together.
Triadic Colours
Triadic colours are those spaced equally on the colour
wheel and they typically produce vibrant effects.
· Texture:

Texture gives a design a sense of depth and tactile quality,

even in two-dimensional formats. Texture can be visual (such
as patterns and gradients) or physical (like raised print on a
business card). It adds interest and realism, making designs
feel more tangible.
Texture is the way a surface feels or is perceived to feel.

Texture is used to create a visual tone and can influence the look and
feel of a piece of graphic design work. It is also used to attract or repel
interest to an element depending on the pleasantness of the texture.
In design, there are two types of texture: image texture and pattern
texture.
 Image Texture
Image texture is generated from a combination of organic or geometric
shapes and colour. It can be simple or complex and generally appears
random to create a particular look and feel. Image textures tend to
tantalise the senses and therefore, the eye is naturally drawn to image
textures. They can be likened to the sense of smell and touch, you can’t
see anything in particular in it but overall it triggers emotions and
sensations of touch
Image textures can be environmental, biological or
man-made

Environmental textures can be wood, grain, sand, water

to the stars in the sky.
Biological textures can be skin, fur, feathers, and
animal prints.
Man-made textures can be paintings, illustrations, dies,
cloths, papers, typography, photographic effects, etc.
· Space:
Space is the empty area around or within elements in a
design. Proper use of space helps prevent
overcrowding, enhances readability, and highlights focal
points in a design.
 Types of Space
Positive space refers to the shapes of objects. It
usually refers to anything that is considered the
main focus of the page.
Negative space

is the white space or empty space which is the part of the design that is not
there, the space between the visual elements. This can also be the background
colour of a design. Negative space can be just as integral to the design as the
positive space. Negative space is important because it helps frame and contain
a composition plus it also connects or disconnects shapes to suggest
relationships between shapes. Negative space avoids visual clutter and looks
clean which can help balance a composition and help focus the viewer on
something specific.

In design what creates positive and negative space is the arrangement and
visual appearance of shapes within a composition.
· Form:

Form refers to the three-dimensional quality of an object within a

design, giving it a sense of depth and volume. While primarily
used in 3D design, creating the illusion of form can also apply in
2D designs through shading and perspective.
Forms are the 3D equivalents of shapes and as such are
measured by their height, width and depth.
Form can be illustrated or constructed and can be defined as shadows
on surfaces or faces of an object and can be enhanced by tone,
texture and colour. Form adds visual dimension and can be stimulating
and engaging to the eye because it adds realism and depth that draws
you in. Form adds a 3D quality that can trigger sensations of touch,
rough, smooth, hard, soft, hot, cold, round or pointy. Because of this
visual dynamic, form can be used to create a distinct look and feel to a
piece of graphic design work.
In design, there are two types of form: geometric
and organic.

Geometric forms are those that appear manmade.

Whether simple or complex, these produce a
feeling of control or order and appear clean and
sterile.
Organic forms are those that appear natural. Organic
forms whether simple or complex produce a natural
feel.
· Typography:
Typography is the art of arranging text. It includes font style,
size, spacing, and color. Good typography is essential for
readability and plays a significant role in setting the tone and
conveying the message of the design.
· Value:
Value refers to the lightness or darkness of a color,
helping to create contrast, depth, and emphasis in a
design. By manipulating value, designers can draw
attention to specific areas and build a visual hierarchy.
· Scale:
Scale refers to the relative size of elements within a
design. By varying scale, designers create interest
and direct viewers’ attention. For example, using a
larger scale for key elements emphasizes their
importance in the composition.
Usage
Scale is a crucial design principle used to establish
relationships between elements and guide the viewer’s
attention within a composition. By varying the scale of
elements such as typography, images, and graphics,
designers can create dynamic and engaging layouts that
effectively communicate the intended message.
Design Principles
Design principles are foundational concepts that help
create a cohesive, balanced, and visually appealing
design. These principles guide designers in making
decisions about composition, structure, and overall
visual flow.
 Balance
Objects in design carry weight just like in the physical world, but it’s
called visual weight. The visual weight of a design needs to have
balance. It’s like putting two objects on a seesaw: If one side is too
heavy, the viewer’s eye goes directly to the heavy part. If it’s
weighted with all things equal, the seesaw is perfectly suspended
without either side touching the ground.

Balance can be implied by size, shape, or even contrast. While it

can utilize symmetry or equality, balance can also be achieved
through asymmetry. Think of asymmetry as the opposite of
mirroring: Instead of seeing the reflection, you see something that
evenly distributes the elements. For example, three small objects
can offset the visual weight of one large object. Or a small, dark,
and shaded object can offset the visual weight of a large, lighter
element.
Symmetrical Balance: Elements are evenly distributed around a
central axis, creating a mirror effect. This provides a formal,
structured look.

Asymmetrical Balance: Uses different elements on either side of

the axis but still achieves balance through size, color, or shape
variations. This is often used for dynamic and visually engaging
layouts.
Radial Balance: Elements radiate from a central
point, creating a circular balance, often seen in
mandalas and radial patterns.
· Contrast:
Contrast refers to the difference between elements, such
as colors, shapes, textures, or sizes, which creates visual
interest and draws attention. For example, using light text
on a dark background enhances readability and catches
the viewer’s eye.
Contrast is most commonly associated with readability, legibility, and
accessibility. Like hierarchy, the most important element in a design
should have the most contrast. A bright blue button on a stark white
background with a lot of white space is considered high contrast. If the
button was almost the same color as the background or was a 1px
stroke versus a fill, it would have less contrast.

A text-based design could be high contrast by using black text on a

white background. To dial down the contrast, you’d use gray text on a
white background. An easy reminder is to think of a black-and-white
photo. If the photo has a full range of white, gray, and black, it has
high contrast. If the photo only goes from a dull white to dark gray, it’s
a low-contrast image.
· Hierarchy:
Hierarchy is used to arrange elements so that the most
important content is noticed first. It is achieved by changing
size, color, or positioning, making some elements stand out
more than others. For example, headings are typically larger
and bolder than body text.
Hierarchy is not based on a design styles, but rather the order of importance.
A good design leads the eye through each area in priority order. A good
example is a homepage: There’s usually a navigation bar and a logo, some
sort of large header image, or text with a call to action. In order of
importance, the logo tells the user where they are; the site navigation shows
the user how to get around the site; and the call to action compels the user
to do something. More often than not, the CTA is the biggest or boldest
element on the page, followed by the logo and navigation. It’s designed to
help the user complete an action or absorb information.

Another example is this article. The headline is the most important thing on
the page so you can identify what you’re reading; the intro gives you a
summary of the article; and the content gives you the meat of the design
principles. If we read the article from bottom to top, it wouldn’t make much
sense.
 · Alignment:
Alignment organizes elements so they relate to each other
in a structured way. Consistent alignment creates a neat,
professional look, while misaligned elements can appear
cluttered.
Alignment is the placement of visual elements so they line
up in a composition. In design, we use alignment to
organize elements, to group elements, to create balance, to
create structure, to create connections between elements,
to create a sharp and clear outcome.
In design there are two alignment principles: Edge
alignment and Center alignment.
 Edge Alignment
Edge alignment is either to the left, right,
top or bottom.
 Center Alignment
Center alignment as it states is aligned to a center line down the
middle or across the horizontal.

Alignment is often an invisible line visual elements are aligned to

but can also be hinted at physically. Alignment can be used to
achieve a particular look and feel. One should always be conscious
when working with alignment to achieve the intended result.
 Good vs Bad Alignment

Good Alignment Bad Alignment

· Repetition:
Repetition strengthens a design by repeating certain
elements, such as colors, fonts, shapes, or lines. It
helps create cohesion and is a critical component of
branding, where repeated use of colors and fonts
creates brand recognition.
Repetition is the reusing of the same or similar elements
throughout the design. Now this is not to be mistaken for
repetition of visual elements as a pattern. Visual elements as a
pattern is more to do with visual style or visual artwork in an
overall piece of design work.
Good design practice seeks to repeat some aspects of a design
throughout a piece of simple or complex work. We use
repetition to create a sense of unity and consistency throughout
a design. Repetition creates a particular style, creates
cohesiveness, creates emphasis, hierarchy structure and
strengthens a design.
 · Proximity:
Proximity involves placing related elements close together,
creating associations between them. For instance,
grouping related icons or text blocks improves readability
and reduces clutter.
Proximity is the grouping and shaping of objects in a composition.
In design we use proximity for two main reasons:

1. To Create Connections
Proximity can create relationships between visual elements in a
composition, create relevance, hierarchy, create organization and
structure.
2.
3. To Dispel Connections
Proximity can also be used to suggest no relationship between
elements, to break organization and structure.