Graphic design is the art of creating visual content, which includes using typography, images, colors, and shapes to communicate a message. Its ultimate goal is to make information easy to comprehend.
Graphic Design became a profession during the Industrial Revolution, thanks to advancements in printing technology. The 20th century brought in digital technology, transforming graphic design into the dynamic field it is today. We’ve come a long way from calligraphy and the printing press!
The fundamentals of graphic design
Graphic design isn’t about shooting in the dark and being creative. There are key principles and graphic design basics that make it easier to create beautiful work. That’s right! Graphic designers aren’t geniuses, they’re just well-versed in the fundamentals below.
The principles of design
- Contrast: Emphasizes the difference between elements, such as color, size, or type. It enhances visual hierarchy by drawing attention to specific components.
- Repetition: Involves the consistent use of design elements, establishing a recognizable pattern and reinforcing a uniform visual message.
- Alignment: The orderly arrangement of elements creates a clean, sharp design that guides the viewer’s eye.
- Proximity: The spatial relationship between elements, grouping related items to create a sense of organization and coherence.
- Balance: The distribution of visual weight within a design, creating stability and equilibrium, whether symmetrical or asymmetrical.
- Space: The area of negative space around and within the design elements, which can be utilized to define importance, create separation, or achieve a sense of lightness and clarity.
Next are design elements like color, typography, and shapes to play with in your composition. This is where you can communicate a unique style in your design. Each of these elements has the power to influence how your design will be perceived:
Graphic design elements
- Line: A fundamental element that can be used to define space, create forms, and guide the viewer’s eye throughout the design.
- Shape: whether geometric or organic, adds interest and depth to a design and is used to create visually pleasing layouts and patterns.
- Color: A powerful design element that evokes emotion, sets the mood, and conveys symbolic associations.
- Texture: The perceived surface quality of a design, adding depth and enhancing the sensory experience.
- Typography: The selection and arrangement of different types of fonts, enhancing readability and influencing the viewer’s perception of the message.
These principles and elements come together to create visual harmony and convey messages effectively. Use them wisely!
The main types of graphic design
Let’s briefly dive into the various types of graphic design and what they each entail. We’ll include examples of each type to help you understand what the graphic design industry looks like.
1. Brand Identity graphic design
This involves designing a logo, typography, color schemes, and visual elements that reflect a brand’s personality. The goal is to create a coherent and appealing brand identity that will resonate with the target audience.
Brand designers will also need to be well-versed in the non-visual aspects of branding. Such as brand personality and brand voice and tone. These concepts are intrinsically tied to how the visual brand looks.
Here’s what brand designers do:
- Design logos
- Create brand color palettes
- Outline brand guidelines
- Design templates for marketing materials, packaging, and web use
2. Marketing and advertising graphic design
This type of design is used to create various promotional materials like brochures, flyers, posters, banners, social media ads, and more. The goal is to attract, engage, and persuade the target audience. All while staying true to the brand guidelines and visual identity!
Here’s what marketing graphic designers do:
- Create social media posts
- Design ads for social media and web
- Conceptualize infographics
- Design on-brand headers, illustrations, and newsletters
- Create flyers, posters, brochures, and business cards
3. Web and UI graphic design
Also known as UI design, this involves creating user-friendly and visually appealing interfaces for websites, mobile apps, and other digital platforms. Good UI design enhances user experience and usability.
Web and UI designers are also well-versed on the technical elements of UX and web design and understand the limitations and opportunities of each project. They work closely with web developers and UX designers!
Here’s what a web graphic designer does:
- Create a wireframe and UI design for the website
- Design and handpick elements like logos, colors, and fonts
- Construct appealing and user-friendly websites.
- Create and place buttons, calls to action, scrolling animations, and videos
- Optimize website elements for all screen types
4. Print and publication graphic design
This involves designing the layout and visual design aesthetics of print materials like books, newspapers, magazines, and catalogs. The main goal is to enhance readability, engagement, and, of course, make an impression.
Here’s what print graphic designers do:
- Create a layout and composition using grids
- Color matching and cohesion of imagery
- Selection and placement of typography, including sizing.
- Choosing and placing photography and visual elements
5. Packaging graphic design
This involves creating attractive and informative packaging design for products. The design usually includes the company’s logo, product information, and other branding elements. The goal is to convey the brand personality and distinguish the brand packaging from other products.
Here’s what packaging designers do:
- Create mockups to illustrate a 3D product from all sides
- Placement and configuration of logo, text, and design elements
- Working with the material, colors, and physical limitations of the product
- Make packaging on-brand, and distinguishable
6. Motion graphics design
This type of graphic design includes animation, audio, typography, imagery, video, and other effects used in multimedia projects. It is commonly used in TV, film, video games, and online content.
Here’s what motion graphics designers do:
- Create videos and animations
- Create interactive design elements for websites and video games
- Edit and compose videos and animations
- Render and ensure device compatibility
7. Illustration graphic design
Illustration is the artsy and creative side of graphics design. It’s what an art major or someone who loves drawing might consider. It involves creating original, bespoke artwork for various mediums. As a unique blend of art and design, graphic artists use illustration to convey specific messages or to simply add aesthetic appeal. It’s a graphic design trend to add personalized and artistic brand images, creating a handmade and human appeal.
8. Environmental or experiential graphic design
This practice merges graphic, architectural, interior, landscape, and industrial design. Designers in this field create visual experiences relating to an existing environment. It’s often found in signage, murals, museum exhibitions, office branding, and event spaces.
The goal is to connect people to places and make their experience more memorable, engaging, and informative. It also adds beauty and personality to plain environments. Think of the last time you saw a beautiful mural or wall art – you probably took a picture, shared it, and were left with a great impression of the space.
The graphic design process
Wondering what the process for graphic design is? Or how graphic designers work? Although the process varies slightly among different designers and projects, it generally includes these key stages:
- Briefing and understanding the client’s needs: Client meetings are held to understand the client’s vision, goals, and requirements. A project brief is then created, outlining objectives, target audience, budget, timelines, and any specific brand guidelines.
- Research and analysis: Conduct some market research to investigate the industry, competitors, and target audience. This is the time to get familiar with the brand identity and tap into trends while maintaining longevity.
- Conceptualization and ideation: Brainstorm a variety of ideas, and create mood boards to visually explore directions and themes. Then, you’ll pick the best ones to move forward with.
- Design development and refinement cycle: Now, it’s time for prototyping and mockups! Solidify best ideas into more polished designs using design software. Make time for revisions based on client feedback.
- Final production and delivery: Once the final revision is complete, prepare the file with all necessary file formats. Conduct quality control once more and deliver the final design files to the client.
Once the design process is complete, most designers follow up with a feedback session to see what can be improved, and how they can work together better. It’s all a part of continuously learning and growing!
Tools and Frameworks:
A quick list of tools to check out:
- Design Software: Adobe Creative Suite (Photoshop, Illustrator, InDesign), Sketch, Figma, Adobe XD.
- Collaboration Tools: Slack, Trello, or Asana for team collaboration and project management.
- Feedback Tools: InVision, Miro, or Zeplin for presenting designs and collecting feedback.
- File Management: Dropbox or Google Drive for file sharing and storage.
- Typography Resources: Google Fonts, Adobe Fonts.
- Stock Imagery and Icons: Shutterstock, Unsplash, Pexels, Flaticon.
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