Techniques in Graphic Design
The principles of graphic design help summarize the different procedures, logical design decisions and processes that can create a graphic product. Although these can help create an effective product, its important to note that you should not stick to these principles religiously, or your product will look manufactured, generic, and you should always apply your own creative principles to your work to make it unique.
1) Line:
- Gives a basis form of imagery
- Can direct the eye
- Can be used to create emphasis on certain things
- Gives a sense of movement
Example:
Think of Microsoft office products, e.g. word, when you spell a word incorrectly. It was a design decision to highlight this error with a red squiggled line, because it draws the eye to the error in a mountain of text, using the color red helps connote an error as it is commonly associated, and emphasizes the specific word.
2) Scale:
- Can be used to draw attention to or from a particular element by enlarging or shrinking the item.
- Can be used to create emphasis / drama
Example:
Think of comic book panels and all the assets used on a page to emphasize actions. Onomatopoeia is commonly used in comics to describe the action the subject is taking. for example, if a loud weapon were to be fired, it would appear in a large text-box to emphasize that its loud, and would actually overlap some of the panels on the page in some examples as well. in contrast, normal text between background characters in this situation may be shrunk, to not only emphasize the larger action, but to sometimes imply that the subject is quiet compared to this large action.
3) Color
- A strong color palette can portray an array of moods, styles, contrasting or complimenting colors
- Color process and theory is key, and think of how certain colors are associated with certain actions or emotions
Example: The color wheel, color hex codes, etc. Very important that specific hex codes are noted to create specific, professional color schemes.
- Creates a clever image
- Fantastic for logos
Example:
Logos can use this method to create two images related to each other in just the one. A nice example of this is the Spartan golf club logo. The logo consists of just two colors, black and white, and depending on the way its viewed, a person with a signature spartan helmet worn can be seen, or a person swinging a golf club can be seen
6) Symmetry
- Creates a sense of calmness
- The human eye is easily drawn to symmetry
- Aesthetically nice to look at
Example
A lot of logos use symmetry, even if it is not realized at first. McDonald's and Red Bull are usually the two well known and most notable companies that have represented their logos through the use of symmetry. (Starbucks doesn't count because its asymmetrical).
Source:
https://www.creativebloq.com/news/20-most-important-design-principles-illustrated
1) Line:
- Gives a basis form of imagery
- Can direct the eye
- Can be used to create emphasis on certain things
- Gives a sense of movement
Example:
Think of Microsoft office products, e.g. word, when you spell a word incorrectly. It was a design decision to highlight this error with a red squiggled line, because it draws the eye to the error in a mountain of text, using the color red helps connote an error as it is commonly associated, and emphasizes the specific word.
2) Scale:
- Can be used to draw attention to or from a particular element by enlarging or shrinking the item.
- Can be used to create emphasis / drama
Example:
Think of comic book panels and all the assets used on a page to emphasize actions. Onomatopoeia is commonly used in comics to describe the action the subject is taking. for example, if a loud weapon were to be fired, it would appear in a large text-box to emphasize that its loud, and would actually overlap some of the panels on the page in some examples as well. in contrast, normal text between background characters in this situation may be shrunk, to not only emphasize the larger action, but to sometimes imply that the subject is quiet compared to this large action.
- A strong color palette can portray an array of moods, styles, contrasting or complimenting colors
- Color process and theory is key, and think of how certain colors are associated with certain actions or emotions
Example: The color wheel, color hex codes, etc. Very important that specific hex codes are noted to create specific, professional color schemes.
4) Repetition:
- Helps tie a lot of individual things together
- Crucial for consistent branding
Example:
Brands will re-use assets such as colour schemes and layouts, as well as their brand logo on each of their products so that it may be associated with the company. For example, KFC has their signature stylistic Colonel logo, using black, whites and reds. If you look at the packaging that is associated with their food, they'll always use the same colour scheme, have the logo somewhere in their in the same signature white text and typeface against a red background. whether it comes in a bucket or a box, the repetition of brand associated imagery on each product still remains true.
5) Negative space:
- "The space in-between"- Creates a clever image
- Fantastic for logos
Example:
Logos can use this method to create two images related to each other in just the one. A nice example of this is the Spartan golf club logo. The logo consists of just two colors, black and white, and depending on the way its viewed, a person with a signature spartan helmet worn can be seen, or a person swinging a golf club can be seen
- Creates a sense of calmness
- The human eye is easily drawn to symmetry
- Aesthetically nice to look at
Example
A lot of logos use symmetry, even if it is not realized at first. McDonald's and Red Bull are usually the two well known and most notable companies that have represented their logos through the use of symmetry. (Starbucks doesn't count because its asymmetrical).
7) Transparency
- Helps element interaction
- Can create movement
- Use it intentionally
Example:
Transparency through changes in opacity of an object can be used to create movement frame by frame. it can also reveal assets and elements behind particular items that are in the foreground. by overlapping transparent colored objects, the color becomes darker as well, so it can be used as a tool to blend. all of this can be seen in the three examples below.
8) Texture:
- Adds a tactility to design
- Helps add depth
- Can be used sparingly, yet intentionally.
Example:
Interior design studio Maldini created their graphically designed business cards on to printed material. You can see the depth and the difference between the rough texture that surrounds Maldinis custom typeface logo, which opposes its surroundings by being smooth. It helps separate the two, but not only that, is used in an original way which will help give them an identity. Another example could be the design boards for carpet stores, which use samples of different textures, finishes, and colors on their displays so that people may feel what they want on their floor. a range of textures in an assorted manner can help people decide on the sort of product they want when presented in front of them
9) Balance:
- Each element presented will have a "weight" to it
- Make sure when presenting, that these elements are adjusted through size and composition so it brings that sense of equilibrium on the page.
Example:
Newspaper articles and distributor websites are always the best example when it comes to balancing imagery with the weight of text and blank space. With their designs, it doesn't make you focus on just one half of the page, nor does it leave assets out in the open, unaccompanied by text. everything fits like a jigsaw on the rectangular screen. This is arguably the hardest part of publishing material, especially with printed products such as magazines or newspapers, as it needs to look professional, all text has to have the same typeface and font size, and if any of these are changed in any way, there could be an issue of text rolling over to a different page, or having a singular word at the beginning of a sentence. The term for these are widows and orphans.
10) Hierarchy
- Can help a user navigate the design / interface
- Signals the importance of some assets by position on screen
- Uses scale, line and color as common prompts for this technique to work
Example:
https://www.creativebloq.com/news/20-most-important-design-principles-illustrated