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Graphic design is one of the most important aspects of establishing a business’ brand or online presence through various methods, including advertising and marketing campaigns. It is used to create a visual representation of a brand, product, or idea, and can help to influence how consumers perceive your business and its products and services. There are a few basic principles of graphic design that all designers should understand in order to create effective visuals. In this blog post, we’ll discuss some of these principles and explain how they can be used to improve your advertising efforts.

Graphic design is an essential element in all forms of media. It has the power to grab attention, communicate ideas, and affect the overall look and feel of a message. Design is the process of using visual elements to communicate a message, it is all around us and we often don’t even realize it. Designers use color, form, line, shape, size, space, texture, balance, contrast, emphasis, movement, proportion, and rhythm to complete their designs. These are some basic principles of graphic design that every designer should know. 


Color

Color is the property of light that enables us to distinguish blue, red, yellow, etc. It is one of the most important aspects of graphic design. Color can be used to create moods, set a tone, and draw attention to certain elements. There are three properties of color that are important to consider: hue, saturation, and value. Hue is the name of a color. For example, red is a hue. Saturation is the color’s purity. Bright hues are highly saturated. As hues become darker, they lose their saturation and appear gray (or desaturated). Value is the color’s degree of lightness or darkness – with pure color having full value; shades with no color appearing black; and tints with no color appearing white.


Form

Form refers to the physical properties of a graphic element, such as its shape, size, and color. Forms can be made up of different components including: light (shadows), color (tone and value), and space (negative and positive). These form tools are used to create an overall effect through the use of balance, proportion, and emphasis. To form an overall balance in design there are three different types of form balance: symmetrical form (symmetrical), asymmetrical form (asymmetrical), and radial/angular form (radial). Symmetric designs will be most properly balanced when all elements within the composition are mirrored on each side of a vertical or horizontal axis. Asymmetrical form compositions will be more balanced when the weight of elements are placed off-center. Radial form compositions will have the most balanced form when elements are evenly spaced around a central point.

Line

Line refers to the visual path that a graphic element takes. A line is a mark that consists of two points. In graphic design, lines can be used to join objects together or to separate them from the background. Lines are often used in typography for this purpose. Line is an important element of graphic design, and can be used to create a variety of different effects. By understanding line and its properties, you can create more effective and visually appealing designs. Lines can be used to join objects together, create movement and tension, and direct the viewer’s eye around the page. Lines can also be used in combination with other graphic elements to create more complex designs. In fact, many of the basic principles of graphic design rely on the use of line. By understanding line and its effects, you can create more visually interesting and effective designs. Some of the most common line types include:

– straight line

– curved line

– line that bends and then continues

– line that ends in a sharp point

– line that meets another line at a right angle (a diagonal line)

– line that dips before it continues on its way


Shape

Shape is determined by the layout of form and line. Shape is an important concept in graphic design and is typically combined with other graphic concepts, like space and form, in order to create more interesting designs. Shapes can be defined as two-dimensional objects that have length and width, like squares, circles, and triangles. In graphic design, shape is often used to create order and hierarchy on a page by grouping related items together. For example, you might use a circle to contain all of the text on a flyer, or use squares to create a grid-like layout. Graphic shape is an important concept because it can be used to draw attention to specific content or guide the reader’s eyes around the page.

Size

Size is often used to create hierarchy and importance. Larger text or objects can be used to draw attention to specific elements on a page, while smaller text and objects can be used for less important information. Size can also be used to create contrast between different elements in a design. For example, large text against a small background will create a strong contrast between size, while the same size text against a large background will create little to no contrast. Designers can also use size to establish relationships between different elements on a page. If you have multiple objects sized similarly, they will appear to be related or grouped together. Conversely, if you size one object much larger than the rest, it will appear to be the subject of the other elements. Size is typically measured in points or pixels, though size can also be measured using millimetres (mm) and centimetres (cm). The size you choose for each element should depend on your medium and design goals.

Space

The space in graphic design is not literal space. It’s the space between elements on a page, which makes up for white space. Designers utilize space to separate elements, helping them stand out from one another and establishing an order of importance.

Here are some basic principles for space in graphic design:

         The law of proximity states that elements that are close to one another are perceived as being related.

         The law of similarity states that elements that look similar are perceived as being related.

         The law of contrast states that elements that are different in color, size, or shape are perceived as being related.

         The law of closure states that our minds are drawn to completing shapes, even if they’re not complete.

         The law of continuation states that our eyes follow a line or shape until it’s interrupted.

Space is an important element in graphic design, as it can be used to create hierarchy and emphasis, as well as to organize information. By understanding the basic principles of space, you can create designs that are both visually appealing and easy to understand.

Texture

Texture is the feel or appearance of a surface. It can be used in graphic design to add interest and realism. Texture can be simulated with various techniques, including shading, line work, and textures brushes. It can also be created by using different materials such as cloth, paper, metal, and wood. When used effectively, texture can add depth and realism to a design. It can also be used to convey a message or mood. For example, rough textures can create a feeling of chaos or disorder, while smooth textures can convey a sense of calmness or order. Texture is an important tool for graphic designers and should be used sparingly to avoid overwhelming the design. When used correctly, texture can make or break a design.

Balance

Balance is an important principle in graphic design. It is used to create a sense of equilibrium (stability and order) in a composition. Symmetrical balance is when the elements on either side of the central axis are evenly matched (a mirror image of each other). This creates a sense of equilibrium and can be pleasing to the eye. Asymmetrical balance is when the elements on either side of the central axis are not evenly matched. Asymmetry is more natural looking and is created when graphic elements are arranged in a way that creates an imbalance. The eye does not see the design as being unbalanced, but rather sees it as having an intentional dynamic composition. Balance is important because it can be used to control the viewer’s eye and create a sense of stability or it can also be used to create tension and interest in a composition. When used correctly, balance can help to create a visually appealing and effective design.

Contrast

Contrast is the use of opposite elements to create visual interest. For example, light color against dark color or black text on white color. There are two types of contrast: color and value. Color contrast occurs when opposite colours are combined – such as blue and orange. Value contrasts occur when elements with varying degrees of the same color values (light, medium, and dark) come together within a design. 

Contrast is one of the most important principles in graphic design. It’s used to create visual interest and to make elements on a page stand out. Contrast can be created with different colours, sizes, shapes, and textures. For example, if you want to highlight a headline on a website, you might use a large, bold font against a contrasting background color. contrast can also be used to create a sense of order on a page. For example, you might use a grid layout with evenly spaced columns and rows to create a sense of harmony. 

Emphasis

Emphasis is the focal point of a design. There are two types of emphasis: visual and textual. Visual emphasis is created when color, size, and line point to a specific element within a design. Textual emphasis is achieved by placing text in color or italics; setting it apart from the rest of the copy; and increasing its size.

Movement

Movement refers to the way that graphic elements flow within a composition. This can be achieved by using curved lines instead of straight lines or by varying the size and shape of elements. Movement gives a design energy and vitality. There are many different types of movement in design. Some movement is simulated movement, such as items which seem to be moving or waving. Other movement occurs because the viewer scrolls through a website and elements flow from one side to the other. Movement can also simply refer to color movement, even if nothing appears to be actually moving across the page but the colours are shifting.

One of the most important aspects of movement in graphic design is to make sure that movement is used effectively and does not distract from the main message or elements of the design. Too much movement can be overwhelming and confusing for the viewer. It is important to use movement in a way that supports the overall design, rather than detracting from it.

Proportion

Proportion is the relationship between different elements in a design. It’s the way one element plays off of another, their degree of contrast or similarity, and is determined by the size of one element in comparison to another. Proportion is an important element in graphic design because it can create a sense of harmonious balance or tension, proportionate scale, and unity or diversity. It can be used to draw attention to certain elements or to lead the viewer’s eye through the composition. Proportion can be described by numerical measurements (height to width ratios) but can also be observed when looking at shapes, lines, textures, colours, etc., in relation to each other. When used correctly, proportion can give your design a more professional and polished look.

It’s also important to note that proportion has different associations in different cultures (i.e., the Western world thinks of proportion as being “natural” or realistic, but proportion is also very significant in Asian art, where it is used to create “unrealistic” compositions.)

Rhythm 

Rhythm is the pattern of movement in a design. It is used to create visual interest and movement in a design. Rhythm can be created through the use of lines, shapes, colours, and fonts and by using repeating elements, such as shapes or colours. It can also be achieved by varying the size, color, and shape of elements. When used effectively, rhythm gives a design a sense of continuity and predictability.

When using rhythm in your graphic design, remember to keep it consistent. If you are using a variety of line weights, for example, make sure all the lines in your design have the same weight. If you are using different colours, make sure they are all in the same color family. And if you are using different fonts, make sure they are all from the same typeface.

Conclusion

Graphic design is an essential element in all forms of media. It has the power to grab attention, communicate ideas, and affect the overall look and feel of a message. Designers use color, form, line, shape, size, space-everything mentioned above-to complete their designs. 

If you’re looking for a way to make your business stand out, we invite you to subscribe and discover how access to unlimited graphic design can enhance your brand. This includes unlimited logo creation; custom branding elements like social media headers or presentations; infographics; mockups (like flyers); website graphics…you name it! Get started today – Unlimited Graphic Design.

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