Design Module 1 : Concepts & Terminology

What is graphic design?

The American Institute of Graphic Arts (AIGA) describes graphic design as “the art and practice of planning and projecting ideas and experiences with visual and textual content.”

In simpler terms, taking various ideas or content and translating them visually is graphic design. It is a craft where artists involve themselves in interpreting various pieces of content visually.

Artists or designers apply page layout techniques and visual hierarchy to represent or communicate an idea in the most effective way possible.

According to designer Alexandros Clufetos, “Graphic design takes graphical and textual elements and implements them into multiple types of media. It helps the producer connect with the consumer. It conveys the message of the project, event, campaign, or product.” (Excerpts from an article published on Rasmussen University’s official website)

Graphic design is used in advertising, infographics, websites, banners, billboards, and marketing, among a host of other things, to convey various information.

While graphic design is used for commercial purposes like creating logos and ads, it is also used for artistic purposes.

The history of graphic design

Graphic design is an inseparable part of our lives. From social media to TV to magazines, graphic design is everywhere. Humans have always found new and more effective ways of communicating themselves. The ancients discovered that the visual mode of communication is more effective than any other. As thousands of years passed, humans perfected the visual mode of communication and created the world of graphic design.

Let us take a quick look at how the art form came out of caves and into our computer or mobile phone screens.

Graphic design in the modern era

The modern era of graphic design began sometime during the late 1800s and lasted until World War II. The period saw huge transformations and the evolution of varied techniques that contributed to graphic design.

Today, advertising and marketing have taken on a new avatar. Our forefathers couldn’t even have imagined the world we live in today. However, our advancements are a result of all the experiments done in the past by our ancestors.

Graphic Design Basics

Graphic design is a combination of various elements and principles coming together in perfect harmony. Understanding and studying the various elements and components involved in graphic design will help you become a great designer.

The various elements in graphic design are generally used to create visually impactful and attractive designs. The following are some design elements:

Color: The combination of colors you use in your designs can make a huge difference in how your brand or product is perceived. According to various studies, colors have the power to affect the mind in different ways.

Line: Designers generally use lines to create forms and magnify comprehension of the design.

Form: The better a designer uses different forms, the more effective she will be in communicating key messages to customers and potential buyers.

Shape: Just like colors, shapes can have a profound effect on their audience. You can easily alter shapes in combination with colors to enhance the mood of the creative work.

Size: Size, along with shape and form, play a vital role in making a design organized and attractive.

Space: While all the above elements are crucial to creating an attractive design, it is space that binds all the elements together. You can either connect or separate the various design elements through space.

Texture: Generally used to create visual tone, texture influences how a design appears.

Graphic Design Principles

Apart from the various elements discussed above, graphic designers are required to adhere to different design principles to create an effective composition.

The following are essential graphic design principles:

Contrast: Contrast helps in highlighting and guiding the eyes towards the most important parts of a design.

Balance: This design principle is extremely crucial since it balances the various elements involved in a creative piece.

Rhythm: Rhythm highlights how the different elements harmonize with each other in a design.

Proportion: Apart from balancing the various design elements, proportion helps in achieving an effective final design.

Emphasis: Just like contrast, emphasis guides the eyes of the audience towards the most important element of the design. While contrast highlights various important aspects of a design, emphasis is focused on the most important element.

Movement: The audience’s interaction with and interpretation of a piece of design is referred to as movement.

Types of Graphic Design

Now that we have explored the history and the basics of graphic design, it is time to look at the various types of graphic design.

While graphic design is all about communicating an idea through the help of color, imagery, and typography, there is no one specific way of doing it. The various types of graphic design have their sets of benefits.

Graphic design is emotional design

I am sure you are wondering what the title really suggests. Well, it means GRAPHIC DESIGN IS EMOTIONAL DESIGN! While we use interactive software to create designs in the digital era, it is still based on the age-old concept of emotions.

Designers use various colors, shapes, formats, and spacing to create positive emotions that would easily connect customers and potential buyers with the brand.

Having a good understanding of the following will enable you to make an emotional connection with the customers:

• The golden ratio
• The rule of thirds
• Audience culture
• Typography
• Color schemes
• Symmetry and balance
• Pattern
• Flow
• Repetition

  
  

Technology is changing as we speak, which is why you must familiarize yourself with the necessary tools that will help you get the job done.

Sketchbook is a raster-based software for beginners, which is inexpensive and enables you to create designs and rough drafts.

Whether for print or digital, design software is something that you require. While there are many design software available in the market, such as CorelDRAW and Apple Motion, Adobe products are the mainstay. Illustrator, Photoshop, and InDesign by Adobe are some of the best graphic design softwares available today.

If you are a small business or a start-up in its early days, you can try GIMP—a free, open-source graphic design platform that enables you to create basic designs.