LL: Understanding Graphic Design

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What is Graphic Design?

Graphic Design is the art and skill of combining text and images and is used to create messages, through artistic expression and practical application.

  • Graphic = Visual (Line, Colour, Shape, Texture, Shape form and Typography).
  • Design = Thinking / Problem solving (Contrast, Hierarchy, Alignment, Balance, Proximity, Repetition, Simplicity, and Function).
  • Visual Elements + Design Principles = Graphic Design

Graphic Design is: The organisation and presentation of information developed through a creative process for a particular function.

Its only once we have a solid idea, developed through the design process we can use our skills with layout, colour, typography and creative tools to the bring that idea to life.

Youtube Research:

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‘Colour’ Visual element of Graphic Design

Useful Tool: Colour Wheel – https://color.adobe.com/create

The colour wheel consists of:

  • Primary Colours
  • Secondary Colours
  • Tertiary Colours

Further info found here:  https://www.colorpsychology.org/primary-secondary-tertiary-colors/

Primary Colours:  Primary colours make up the bass for the colour wheel – (Red, Yellow, Blue)

Secondary Colours:  Equally mixed portions of primary colours (Creates Green, Orange and Purple)

Tertiary Colours:  Primary colour mixed with neighbouring secondary colour to create ‘between-colours’.

Splitting the colour wheel vertically down the middle will give us cool colours to the left and warm colours to the right.

Colour Rules

  • Monochromatic Colours
  • Analogous Colours
  • Complementary Colours
  • Triadic Colours

Monochromatic Colours

  • Shades and tints of the same colour
  • Typically, balanced and easy on the eye

Analogous Colours

  • Found close to one and other on the colour wheel
  • Typically, always work well together, since they have similar origins
  • Balanced like monochromatic colours, but typically more interesting as they offer more contrast.

Complementary Colours

  • Found on opposite ends of the colour wheel
  • High contrast
  • Vibrant ad Exciting
  • Enhance and typically work well together

Triadic Colours

  • Spaced equally on the colour wheel
  • Produce vibrant effects

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‘Line’ Visual element of Graphic Design

Lines are versatile and a key component to Graphic Design. Lines can be straight, curved, thick, thin, solid, and dashed.

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Examples of line in Graphic Design

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Infographics:

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Dividing Typography such as Newspaper articles:

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Borders:

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Structures / Grids:

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Decoration:

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Shapes:

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‘Shape’ Visual element of Graphic Design

  • All objects and visual elements are shapes
  • In design shapes have two dimensions and are measured by their height and width
  • Shapes are defined by boundaries such as with lines or colour
  • Shapes can also be created with negative space

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Shapes are used to add interest and substance as below:

  • Decorative
  • Symbolic
  • Patterns
  • Textures

Types of Shape:

  • Geometric
  • Organic

Geometric Shapes:

  • Shapes that can be drawn using a ruler or compass
  • Simple or Complex
  • Imply Control and Order

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Organic Shapes:

  • Shapes that can be drawn freehand
  • Shapes found in nature
  • Simple or Complex
  • Imply a more natural feel

“In design when we begin to place shapes together, we create a relationship between them”.

“However simple or complex, it’s the relationship between shapes that can trigger feelings, convey messages, engage an audience, add emphasis to a portion of a layout, and create movement”. ~ By Gareth David.

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Proximity (Design Theory)

  • Proximity is to group or move shapes closer or further apart
  • Plays an important role when using shapes

Geometric Vs Organic

Geometric and organic shapes can be used together in various ways to convey / communicate a message:

  • Stand Alone
  • Combination

Geometric and organic shapes are also used to create Typography.  In fact, nowhere in Graphic Design are shapes used more literally to communicate visually than in Typography.

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Example 1 – Groups of individual shapes that create an overall shape in composition

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Example 2 – Shape that decorates, builds, illustrates, and hints at another shape

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Example 3 – Shape as an illustration

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‘Texture’ Visual element of Graphic Design

  • Where surface feels or is perceived to feel a certain way
  • Used to create visual tone
  • Can influence and look and feel of a design
  • Used to attract or repel interest to an element depending on the pleasantness of the texture

Types of Texture:

  • Image Texture
  • Pattern Texture

Image Texture:

  • Formed of a combination of organic or geometric shapes and colour
  • Can be Simple or Complex
  • Random to create a certain look or feel
  • The eye likes to see texture
  • Texture creates a sense of touch and feel
  • Image texture can be environmental, biological, or manmade

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Pattern Texture:

  • Generates from organic or geometric shapes and colours
  • Pattern texture is mostly manufactured
  • Can be Simple or Complex
  • Unlike image texture that is more random pattern texture appears more structured
  • Pattern focuses more on visual recognition rather than feelings / emotions, unlike image texture.

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‘Space’ Visual element of Graphic Design

Variations:

  • Positive Space
  • Negative Space

(The arrangement and visual appearance of shapes within a composition).

Positive Space

  • Can be perceived as two dimensional (2D) or three dimensional (3D)
  • Refers to the shapes of objects
  • Visually refers to anything that is the focus of the page

Negative Space

  • The white space or empty space between the visual elements
  • Can be used as the background colour of design
  • Just as integral to the design as the positive space
  • Important because it helps frame and contain composition
  • Connects or disconnects shapes to suggest relationships between shapes
  • Avoids clutter and looks clean which adds balanced compositions and focus’ the viewer on something specific.
Shigeo Fukuda

In two-dimensional (2D) space…

  • Proximity – The distance shapes are from one and other
  • Overlap – Shapes that are arranged to lay on top of one and other
  • Opacity – Appears transparent and can create a 3D illusion
  • Light & Shadow – Can create a 3D look.  Shadow can create an illusion that an object is on top of another and suggest how far apart they may be.
  • Perspective – Created through the arrangements, creation, and manipulation of shapes to look like they appear in real life.

…Can be applied to shapes to create visual dynamics, and the illusion of depth or space in composition.

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Proximity:

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Overlap:

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Opacity:

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Light & Shadow:

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Perspective:

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‘Form’ Visual element of Graphic Design

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Types of Form:

Geometric

  • Appears manmade
  • Simple or Complex
  • Produce feeling
  • Imply Control / Order
  • Appear Sterile / Clean

Organic

  • Appears more natural than Geometric forms
  • Simple or Complex
  • Imply natural feel

About Form:

  • Form can be used to create a distinct look and feel to a piece of Graphic Design work
  • Three-dimensional object (3D)
  • Forms of 3D equivalents of shapes and as such are measured by height, depth and width
  • Form can be illustrated or constructed and can be defied by the presence of shadows on surfaces or faces of an object and can enhance by tone, texture, and colour
  • Form adds visual dimension
  • Stimulating and engaging to the eye
  • Adds realism and depth
  • Draws you in

Form can trigger sensations such as:

  • Touch
  • Rough
  • Smooth
  • Hard
  • Soft
  • Hot or Cold
  • Round or Pointy

‘Typography’ Visual element of Graphic Design

  • Most commonly used element of Graphic design
  • Most direct way to communicate visually
  • Set as either headers or paragraphs
  • A simple letter in a Typeface is a combination of Geometric and Organic shapes which combine to create a larger overall shape
  • Broken down into the anatomy of Type
  • Style of type is often more meaningful than what is being said.
  • Typefaces used in design are crucial to set the intended look and feel, to set a tone, and add character to a piece of work.

(Show examples)

Type Anatomy:

  • Slab Serif
  • Bowl
  • Cap Height
  • X Height
  • Base Line
  • Stem
  • Counter
  • Terminal
  • Descender Line
  • Descender

(Show examples)

Typeface Examples:

  • Sans Serif
  • Sans
  • Slab Serif
  • Rounded
  • Script
  • Blackletter
  • Decorative
  • Abstract

Typeface Variations (Show examples):

  • Functional – Inform and deliver a clear message
  • Decorative – Inform with added creativity

‘Contrast’ Design principle of Graphic Design

Contrast occurs when 2 or more visual elements in composition are different.

In design contrast is used to create:

  • Impact
  • High importance
  • To generate excitement
  • Create visual interest

Context is integral to contrast.

‘Hierarchy’ Design process of Graphic Design

Hierarchy is the control of visual arrangement in an arrangement or presentation to imply importance.

It influences the order in which the human eye perceives what is sees.

In design hierarchy is used to:

  • Add structure
  • Create visual organisation
  • Create direction
  • Add emphasis
  • Help the viewer navigate and digest easily

Hierarchy is typically created by contrast between visual elements in a composition.

Typically, visual elements with high contrast are noticed first.

Hierarchy can control how the viewer engages with information to ensure that information is navigated and digested in the way it is intended.

Establishing clear visual hierarchy is important, because it hold a design together.

Used effectively, hierarchy can make a complex message simple.

Hierarchy can manifest in many ways such as in:

  • Colour
  • Shape
  • Alignment
  • Form
  • Scale

(Show examples)

Hierarchy can exist in multiple forms and can compete against each other at the same time.

‘Alignment’ Design process of Graphic Design

Alignment is the placement of visual elements, so they line up in composition.

In design we use Alignment to:

  • Organise elements
  • Group elements
  • Create balance
  • Create structure
  • Create connections between elements
  • Create a sharp and clear outcome

In design there are 2 alignment principles:

  • Edge alignment
  • Centre alignment

Edge alignment:  Either to left or right, or to the top or bottom.

Centre alignment:  Aligned to a centre line down the middle or across horizontally.

Alignment is often an invisible line visual element 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.

(Show examples).

Where visual elements are aligned a composition can appear:

  • Clear
  • Confident
  • Elegant
  • Formal
  • Trustworthy

Good alignment is invisible in doesn’t have to be a literal line in your design.

In designed one should try to avoid the appearance of having made arbitrary decisions.

When visual elements are out of alignment it is noticeable and can devalue a piece of work if done unintentionally.

However, if mixed alignment is intended as part of a design it can appear more:

  • Radical
  • Dynamic
  • Free
  • Playful

Alignment can be simple or complex and is commonly achieved with the use of a grid.

A grid can create an invisible structure, the invisible lines that visual elements can be placed on.

Grids can ensure accurate alignment and consistency in a large piece of design work.

Grids are typically constructed in design software as a guide when layout is created on a computer.

(Practice using grids to achieve different outcomes and display mocks/sketches of findings).

‘Balance’ Design process of Graphic Design

Balance is the visual weight of elements in a composition.

Balance is used to:

  • Add stability
  • Add structure
  • Create emphasis
  • Create dynamics

In design one will attempt to place visual elements in an aesthetically pleasing arrangement, or particular arrangement to fulfil a purpose or achieve a certain look and feel.

In design there are 3 main types of balance:

  • Symmetrical Balance (Formal)
  • Asymmetrical Balance (Informal)
  • Radial Balance

Understanding these 3 types of balance helps to achieve the right type of visual effect in a design.

Symmetrical Balance

Symmetrical balance is a mirror image balance.  If you draw a line down the centre of the page all the visual elements on one side of the screen are mirrored on the other side.

They don’t have to be identical but can be similar in:

  • Number
  • Colour
  • Shape
  • Scale

When visual elements are equal weight they are in balance.

Symmetrical Balance can be used to create a formal design with a sense of:

  • Structure
  • Organisation
  • Stability

Asymmetrical Balance

Asymmetrical balance has nothing to do with balance itself.  The term is used to describe a kind of balance that is not identical on both sides of a central line, not relying on symmetry.

It occurs when several smaller visual elements on one side are balanced by a larger element on the other side.

Asymmetrical balance also occurs when smaller visual elements are placed further away from the centre of the screen than larger visual elements.

Asymmetrical balance can be used to achieve a more ‘casual’ or ‘less-planned’ look and feel.

Asymmetry can create a feeling of tension, for example if the page tips on an angle to one side, giving the impression of things sliding off the page.

Asymmetrical balance is more dynamic than symmetrical balance and tends to keep the viewers attention focused on the visual message.

Radial Balance

This is where all elements radiate out from a centre point in a circular fashion.

It is very easy to maintain a focal point in radial balance since all the elements lead your eye towards the centre.

(Show examples of the balance types listed above.)

‘Proximity’ Design process of Graphic Design

Proximity is the grouping and shaping of objects in a composition.

In design we use proximity for 2 main reasons:

  • Create connections
  • Eliminate connections

Proximity can create relationships between visual elements in a composition, create relevance, hierarchy, organisation and structure.

Proximity can also be used to suggest no relationship between visual elements to break organisation and structure.

By moving visual elements closer together or further apart we are applying the design principle ‘proximity’.

These 2 forces can be applied in various different degrees to help achieve a particular effect or outcome, to imply a specific message.

In design, related elements should be grouped together so that they will be viewed as a group.

Unrelated elements should have distance between them and should not be in close proximity to each other.

Audiences will naturally assume that elements that are not near each other in a design are not closely related.

A good sense of proximity in design can help differentiate visual elements to reduce visual clutter and make design more comprehendible.

Proximity is influential to the balance and hierarchy.

Space between visual elements will communicate a particular dynamic.

(Show example of good and bad proximity decisions).

‘Repetition’ Design process of Graphic Design

Repetition is the use of the same or similar elements throughout a design.

Not to be mistaken for repetition of visual elements as a pattern.  Visual elements of patterns are more to do with visual style or artwork in an overall piece of design work.

Good design practice seeks to repeat some aspects of a design throughout a piece of work be it for a simple or complex or complex design.

We use repetition to create a sense of unity and consistency throughout a design.

Repetition creates:

  • A particular style
  • Creative cohesiveness

Repetition Adds:

  • Emphasis
  • Hierarchy
  • Structure

Overall repetition strengthens a design.

The ultimate goal of any piece of Graphic Design is to make a lasting impression.  If a design achieves this it will be fulfilling its purpose, to communicate and insist upon a particular message, which lingers and becomes familiar.

Repetition in design is a type of ‘visual brainwashing’.  The more we see something, the more we familiarise with it.

Repetition is impressionable.  It is human nature to find comfort and attraction to familiarity.

A good example of repetition is in branding.  In any good brand there will be consistent use of a graphic style or language.  This can manifest in many forms such as the use of:

  • Colour schemes or one particular colour
  • A consistent typeface or a set of chosen typefaces
  • Shapes
  • Motifs
  • Patterns
  • Alignment
  • Photography
  • Style
  • Tone

In branding, as well as in presentations, leaflets and brochures, it is important to maintain a visual structure throughout to maintain focus and consistency which in turn adds value.  You will find this consistency in any well-known magazine.

‘Simplicity’ Design process of Graphic Design

Simplicity is the design principle of minimising, refining or editing back a design.

More often than not, keeping things simple in Graphic Design works best. Less is more.  Less is more striking.

Simplicity:

  • Adds Balance
  • Adds Impact
  • Is easy to understand
  • Leaves a lasting impression
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Simplicity adds a level of:

  • Function
  • Elegance
  • Consideration
  • Premium / Luxury feel

In Graphic Design its easier to take away than to add, which is what separates amateur designers from professionals, and takes experience, confidence and discipline.

When applying simplicity, it is important to avoid an overwhelming number of visual elements.

It is important to get across one strong idea rather than incorporating many.

When considering simplicity to should remove or edit down information and details that are not needed or as impactful as others.

Simplicity isn’t just stripping down everything, so it becomes bare and lifeless, it is also about finding harmony and balance between visual elements.

Avoid visual competition and find visual harmony in designs.

Ideal outcome – Simplicity sat on a backdrop of complex beauty.

‘Function’ Design process of Graphic Design

Function is the consideration of the main objective for a piece of graphic work, and how well a design is explored and executed to meet that end.

Depending on the complexity of a task / brief, there could be one or many requirements.

Before a graphic designer starts on any piece of work there is key information that needs to be understood.

The main 3 key factors that need to be understood:

  • Overview
  • Requirements
  • Intended Outcome

Overview

  • Introduces the idea of the project
  • Explains what it is intended for
  • Highlights the target audience
  • Other relevant information which may be of importance

Requirements

  • Outlines exactly what is needed creatively across print and digital media

Intended Outcome

  • Should state what the client intends to achieve
  • How it wants people to respond
  • How it wants people to think, feel, act, or respond.

A brief should set the challenges and boundaries a designer will have to deal with in order to create the right solution.

If a piece of design fails to meet what the brief asked, then it fails its ‘function’.

Form follows function.

Understand your audience and the required goal.  Ask questions such as:

  • Why? Why that colour, typeface, that arrangement, shape, or photo’s?
  • Does it add anything to the design?
  • How clear is the message?
  • Does it distract from the meaning?
  • Is it misleading?

Have a good rationale for each decision.

Always strive to delivery a harmony in beauty and function.