Graphic design

Involving aspects of marketing, art, technology and customer service, graphic

design can seem like a complicated concept. To simplify their function, think of
graphic designers like visual storytellers. A good designer’s job is to use imagery
to tell a story in a way that supports a brand’s message and evokes emotion.

Pablo Solomon. “As in any good design, you want to accomplish your practical
goal in the most visually pleasing and impacting way,” he explains. “Where
musicians use music, poets use words and dancers use their movements to
communicate feelings, designers use their images.”
At the end of the day, a designer’s aim should be to fulfill their client’s desire to
communicate an idea in a visual way.

Top technical skills for graphic designers

 Adobe Creative Suite®
 Social media
 Typesetting
 Website design
 Packaging
 Project management
 Visual design
 Marketing materials
 Illustration
 Digital design
Top transferable skills for graphic designers:
 Creativity
 Communication
 Attention to detail
 Collaboration
 Organization
 Meeting deadlines
 Editing
 Problem solving
 Multi-tasking
 Time management
REF: https://www.rasmussen.edu/degrees/design/blog/what-do-graphic-
designers-do/
https://dergipark.org.tr/en/download/article-file/2506068

Zeitgeist- the ‘spirit of the time’ it refers to the cultural trends and attributes that are
traceable to a given era
-the ideas prevalent in a period and place, particularly as expressed in literature,
philosophy, religion and the visual Arts.
Components of Advertising and graphic Design Layout
Introductory Slogan
This is usually the introduction of the advert. It may be directly or indirectly connected with the actual product advertised. In
most cases, it is used to attract the interest of a prospective consumer.

Subject Matter
In any advertising and graphic design, there is always a subject matter. This subject matter has to do with what is being
advertised be it a product, service, institution or event. This subject matter takes the center stage and receives the most
emphasis in the design. In most cases, if the subject matter cannot be emphasized in illustration, it is done in text by the size
of the font and colour.
Illustration This is the picture or drawing that elucidates the subject matter. In most other cases, a different illustration is
used to advertise a product

Copy
This is the typography or text aspect of the advert. Usually it sends a message to the consumer about the product, service,
institution or event itself. If it is a product, it explains the component and the efficacy of the product. It may also highlight the
price and the manufacturer and the overall benefit of the product.

White Space
This is an important part of every composition. It does not mean literal white space; it only means negative space, like the
spaces between content, lines, and even the outer margins. There is no one way to use white space correctly, but it is good to
understand its principle. White space helps define and separate different sections. It gives the content ‘room to breathe’. If a
design starts to feel chaotic or congested, a little white space might be just what will resolve the problem.

Pay Off
In most exiting advert designs, there is always a pay off. This could be regarded as ‘the final word’ as it comes usually at the
bottom of the design but this position is not absolute as it varies from designer to designer. It could be the slogan for the
product, service, institution or event for instance in the advert of Gulder Lager Beer, Figure 1. The slogan - ‘Looking Forward’
therefore for the product is inserted at the middle of the design which is regarded as the pay off.
The American Institute of Graphic Arts (AIGA) defines GRAPHIC DESIGN as the art of
using visual and textual content to plan and communicate ideas and experiences. Graphic
designers use typography, illustrations, photographs, and other graphic elements to create
messages.
GOALS OF GRAPHIC DESIGN
 Attract attention
 Encourage people to think about the meaning of the message
 Help people remember the message over time
 Inform, entice, and motivate the target audience

GRAPHIC DESIGN IN EVERYDAY LIFE

Graphic design is used in many aspects of daily life, including
o Business and commercial purposes
o Gum wrappers
o Billboards
o T-shirts
o Magazine ads
o Album covers
o Computer printouts

GRAPHIC DESIGN ETHICS

 Graphic designers have a responsibility to ensure that their work is truthful, accurate, and free
from misleading or deceptive elements.
 They should avoid harmful stereotypes and create designs that are inclusive and respectful of
all individuals and communities.

The essential elements and principles of graphic design include:

 Contrast: The difference between design elements that makes them stand out
 Balance: The distribution of shapes, text, images, and color
 Repetition: Duplicating the characteristics of similar elements to create consistency and
rhythm
 Proportion: The relative size, weight, and placement of an element to the whole design
 Alignment: Eliminating distortion within the layout to create a sharp and ordered appearance
 Emphasis: The focal point of a design, achieved through color, size, and line
 Hierarchy: Arranging visual elements to guide the viewer's attention
 Movement: Creating a narrative within the design to guide the viewer through the content
Other principles of graphic design include rhythm, unity, and white space.
These principles guide the arrangement of elements to create visually appealing and effective
designs. For example, the way you layout your design can determine mood, genre, style, and
how the viewer's eyes will be led throughout the piece.

Embrace the 8 Essential Elements Of Graphic Design

https://www.skillshare.com/en/blog/embrace-the-essential-elements-of-graphic-design/?
srsltid=AfmBOorWx9a_MmNwMmvklxkEYPejGWMAu35TCkXl3wEv5LhA6t2WHRe2

As a discipline, graphic design is primarily concerned with communicating an

idea or message in a visual way. In order to do so, there are some key
elements of graphic design that you need to be aware of.

What Are the Basic Elements of Graphic Design?

Line, shape, form, texture, space, imagery, typography and color. Understanding each of these basic
elements of graphic design in isolation will help you see how to bring them together and open a whole
world of creative possibilities.

Line

Described as the building blocks of design, lines can be continuous or broken, straight or curved, smooth
or zigzagged and beyond, and are used for more than just outlines or dividing up content. For example,
they can convey movement or tie together your composition.
Shape

You’ll often use lines to create your own shapes. They can be geometric (usually drawn with computers or
rulers) or organic (usually found in nature and drawn freehand). When you’re making your own shapes
or designing a logo, don’t forget to lean on your software to make sure the elements are properly aligned
and symmetrical.

Form

Making your shape three dimensional gives it form, which is another essential element of graphic design.
Just like shape, you can have organic or geometric forms and these create very different impacts—
geometric forms tend to convey order and can seem sterile, while organic forms feel more natural.

Texture

The surface quality of your designs is called texture, and it can bring another dimension to your piece.
There are many ways to go about adding texture in graphic design, from making your own brushes to give
texture to lines, to drawing your own patterns, using opacity masks to add grain textures or blending
colors. Just be aware that adding texture to illustrations often needs a lot of computer power, so you need
to have access to the right tools.

Space

You’ll need to think about both positive space (the focus of the design) and negative space (the
background) while creating your assets. You can be really creative with this: it’s possible to use positive
space in a way that recedes as your eyes track down the design, or to draw the eye towards a shape in
the background with negative space.
 Imagery

If an image is worth a thousand words, knowing how to use them wisely will let you deliver the message in
a more effective way. Your first step is to decide whether you want to bring a touch of reality with a
photograph, use an illustration to visualize key information, or add icons to help viewers digest the
message.
For a cohesive design, choose images that are contextually relevant, convey the right message and tone,
and look authentic. That means steering clear from overly posed stock photography, low resolution
images and anything that is too hard to understand in the context of your design.
When you’ve selected your image, there are a few ways you can manipulate it:

o You can transform its impact by cropping it. A close crop can give a more abstract feel, or play with the sense of
intimacy, for example.
o It’s possible to play with the framing and positioning of your image. If you use a border to host your image, it’ll make
it feel like a separate object within the design—but if you use a full bleed to extend an image all the way to the
margins, it’ll seem more immersive and immediate.
o You could also edit the coloring of the photo so it aligns with the tone and color scheme of other graphic design
elements.

Typography

Many designs include some kind of copy on them, which means typography is another basic element of
graphic design that you need to understand. It can be a challenge to get the balance between setting the
tone with a stylised font and using something that everyone can digest.
When it comes to picking fonts, headers will usually call for a display typeface. These draw the most focus
but are distracting and hard to read if used for blocks of text. This means that you should do the opposite
for body copy and stick to serif or sans serif fonts, since they’re easier to comprehend.
Whichever typeface you choose, make sure there are variations in a range of sizes, weights and
thicknesses. If you want to use small caps, for example, make sure the font offers this variation instead of
committing the typography crime of simply reducing the size.
If you want to mix fonts, some experts warn you should stick to just two or three different styles, while
others think you can be bolder with the range of types you use. The secret to mastering typography for
graphic designers is to choose fonts with a shared characteristic to avoid your work looking confused.
 You can also make bold choices about how and where you position your wording. You could use a
dropped capital to start your copy and give a literary feel, for example. But to really excel in typographic
composition, make sure you anchor the letters to the grid and align it to other elements on the page.
It’s good to remember that no matter which font you choose, you’ll be able to customize it by:

o Adjusting the space between the lines of text (the leading).

o Condensing or expanding the gap between characters (the tracking), but this tends to be used for capital letters
only.
o Change the spacing between specific characters (the kerning), but this is often reserved just for headers in display
fonts.

Color

You might think your options are infinite when it comes to choosing a color palette, but a key element of
graphic design is understanding the color wheel and how to find the right shades with it. When selecting
your color palette, you could go for complementary colors, triad colors or monochromatic shades, and try
to stick to cool or warm colors instead of choosing a mix of the two.
Learning the graphic design theory of color and contrast is a worthwhile investment of time if you want to
work with some bespoke palettes, but if you’re a beginner you may prefer to get the tools to do the hard
work for you. Color Hunt has a lot of presets for you to choose from, with hex codes you can copy and
paste into your design software. Alternatively, Coolers will generate color schemes until you find a shade
you like, lock it, and keep generating options until you find the perfect combination.
But before you settle on color choices, don’t forget to consider how your
design will be used. For example, if it’ll be printed then sticking with simple
colors will reduce the cost. If it’s a digital design with interactive elements,
you need to think about hover and active colors as well.

How To Tie Together Your Graphic Design Elements

The next step is to understand how you can get each of these eight elements of graphic design to relate
to each other and create a composition that makes sense.

Alignment

It’s always a good idea to start your graphic design on a grid that’s got the margins and gutters already
set up. It’s the foundational architecture of your piece and will give you the raw guidelines on which to
arrange your work.
As you start to lay down the various design assets, make sure you align them to each other, and the
grid. Graphic design basics should never be underestimated—they can help your audience to take in the
information you present and make it look more cohesive and professional.
Knolling

One of the most fundamental graphic design principles is to align your elements so they sit parallel or at
90 degree angles to each other. It’s called knolling, and it’s the secret to the pleasing layouts you’ve
probably seen all over your Instagram feed.
 Hierarchy

Using a visual hierarchy will give order to your design and help the viewer make sense of the content
quickly. Instead of restoring to large fonts, which can come across as shouty, you can create a sense of
hierarchy by adding little things to signal a difference.
Some simple ways to establish a visual hierarchy include:

o Scale. The eye is drawn to the biggest thing, so use this to your advantage and make sure that’s where you place
the element that you want your audience to look at first.
o Color and contrast. Use bright or contrasting colors for key information, or use muted colors for things you want
viewers to consider secondary.
o Contrasting styles and shapes. Grab attention by using a style or shape that feels very different from the rest of the
design.

Balance and Symmetry

A surprising factor that can make or break a design is balance. There are three types of balance:

o Symmetrical, when everything is equally balanced. Humans tend to prefer symmetrical design, so this type of
balance feels naturally pleasing.
o Asymmetrical, when the elements are different sizes and shapes but the design still feels balanced. It’s less
comfortable for the user, which forces them to think twice about what they’re seeing and you can hold their
attention for longer.
o Radial, when the parts are arranged around a central point. This draws the viewer to the center of the image and
works particularly well for icons and logos.
.

https://www.rasmussen.edu/degrees/design/blog/graphic-design-job-titles/

9 Job titles that will put your graphic design skills to

use
Graphic designers work to develop and refine visual communication. Through
illustration, graphics and typography, graphic designers communicate ideas and
messages.

Visual communication is essential across industries and fields. Graphic designers

might find themselves working in many different and creative capacities ranging
from the very technical to the very abstract. Depending on your interests and
skills, you might be suited for a number of surprising roles within graphic design.
Here are nine job titles that bring graphic designers to a diverse group of job
settings.
1. Production artist

Production artists were once responsible for what was known as “paste-up work,”
literally cutting and pasting layouts before designs were printed. Today,
production artists work with computer programs to finalize the quality of designs
and make sure everything meets the appropriate standards for file formatting or
printing requirements. Production artists need a strong understanding of design
software—often they’re tasked with taking an overall design layout and adjusting
in order to fit specific digital and print formats or specifications.

2. UX designer

A UX designer, or “User Experience Designer,” focuses on how individuals

experience and interact with products, apps or websites. This design specialty
keeps user needs and the overall purpose of a design at the top of mind by
incorporating accessibility factors and user psychology into the overall look and
feel of a design. This design focus area is often “hidden”—most people don’t
notice good UX design because it often just feels right; buttons are in places that
make sense, information flows intuitively and the user’s eye is naturally drawn to
the most important areas of the design.

3. Multimedia designer

Multimedia designers work across two or more forms of content. You can think
about multimedia designers as a contrast to the iconic advertisers working on
Madison Avenue in the 1960s who worked only in print and still images.
Multimedia designers might work with text, audio, images, animations, video or
interactive content. Their technical skillset as well as their creative imagination is
valued in fields as diverse as gaming and entertainment, telecommunications and
even the fine arts.

4. Animator

Animators create films and visual effects by sequencing images, drawings or

models to bring their designs to life. Animators typically work for production
companies, computer game companies or animation studios. While not common,
some animators are even employed to recreate crime scenes or other locations
for forensic experts.
5. Art director

Art directors typically manage a team of artists, working more with people than
with creating layouts. Though art directors don’t typically create individual
components of a book cover, magazine spread or advertising campaign, they are
responsible for creating the overall visual concept. They work closely with
copywriters to create a cohesion between graphics and text so that each design
has a strong, clear impact. As managers, art directors need strong leadership
skills and an interest in fostering the strengths of each member of their team.

6. Layout artist

Layout artists work with software such as InDesign or PageMaker to put together
images in a larger design. Layout artists rely on strong artistic skills to balance
compositions and communicate ideas. Some layout artists may be responsible for
creating the concept of their layout as well as the execution, while others are
responsible for putting together an existing design concept.

7. Web developer

Graphic designers frequently transition into web design. Though it requires

additional knowledge of coding and software programs, much of web development
comes down to visual communication—the expertise of graphic designers. Web
developers need to understand user interface, much like UX designers. As many
web developers are self-employed, strong organizational and interpersonal skills
are highly advantageous.

8. Book designer

Book designers develop both exterior covers and interior layouts of books.
Creating the interior of books is called typesetting, though instead of putting
together each letter of type on a printing press, modern book designers rely on
software programs such as InDesign or Quark. Designing book covers might
involve creating illustrations or putting together unique and eye catching fonts.
Strong book designers are able to reflect the content, tone and voice of a book
with a single graphic—no easy feat.

9. Teacher (non-licensed roles)

Graphic design is an ever-changing, nuanced profession. To prepare the next

generation of graphic designers, colleges, universities and training programs need
teachers with experience, insight and an interest in helping new people enter the
world of graphic design. While the work of graphic designers is often to create the
next great design, a graphic design teacher is more interested in helping to
support the next great designer. For designers that find themselves more
interested in the human side of design, teaching can become a fulfilling role.
What Is Graphic Design? A Beginner's Guide to This Creative
Career
Ref#https://www.rasmussen.edu/degrees/design/blog/what-is-graphic-design/

Graphic design is “the art and practice of planning and projecting ideas and experiences with
visual and textual content,” according to the American Institute of Graphic Arts (AIGA®). In
simple terms, graphic designers make visuals to communicate certain messages. These visuals
can be as simple as a business logo, or as complex as page layouts on a website.

“Graphic design helps the producer connect with the consumer,” says graphic
designer, Alexandros Clufetos. “It conveys the message of the project, event, campaign or
product.”

What are the elements of graphic design?

A graphic designer creates work utilizing certain visual elements. Graphic designers can use
these elements in conjunction or opposition with each other to create striking and impactful
visuals.

These graphic design elements include:

 Color
 Form
 Line
 Shape
 Size
 Space
 Texture

Graphic designers also adhere to the principles of design, which are essentially a set of
guidelines that help a design achieve appealing composition.

These visual concepts include:

 Balance
 Contrast
 Emphasis
 Movement
 Proportion
 Rhythm

BRAINSTATION https://brainstation.io/career-guides/what-is-graphic-design
What Is Graphic Design?
Graphic design is the craft of planning and creating visual content to communicate ideas and messages. Graphic design is everywhere

you look in the digital age — from billboards to cereal boxes to mobile apps. Through incorporating different elements and

principles, these designs can influence our perception and emotions.

Graphic design is also known as communication design, and Graphic Designers are essentially visual communicators. They bring

visual concepts to life, most commonly through graphic design software, and inform or engage consumers through text, graphics and

images.

Graphic design is one way that companies connect with consumers. Design can be used to promote and sell products, to convey a

message, or to develop a brand identity. Though some graphic design has a commercial purpose, Graphic Designers combine art and

business, so the creative process is informed in part by business goals.

What Are the Elements and Principles of Graphic Design?

The elements and principles of graphic design include line, color, shape, space, texture, typography, scale, dominance and emphasis,

and balance. Together, they work to create visually appealing work that conveys a message.

Line

Lines are present in nearly every design, whether they are straight, curved, thin, thick, dashed, long, or short. Lines connect any two

points. They are useful for dividing space as well as directing the viewer’s attention in a specific direction.

Color

Color is perhaps the most important and obvious element of a design. It can create impact right away, and it is noticed by everyone,

even those without a design background. Colors can be used in backgrounds or within other elements like lines, shapes, or

typography. Colors create emotions and moods. For example, red can represent passion and green can represent nature.

Shape

Shape, also known as form, is the combination of lines. Shapes can be circles, squares, rectangles, triangles, or other abstract forms.

Most designs include at least one shape. Similar to color, shapes have different associations. A circle may be used to represent unity,

whereas a square could represent structure. The color, style, background, and texture of a shape can all influence the viewer’s

perception.
Space

White or negative space is crucial in design because it enhances readability for the human eye. Good designs will utilize space to give

other elements room to breathe.

Texture

Textures are becoming more commonly used, replacing single-color backgrounds. Textures can include paper, stone, concrete, brick,

and fabric. They may be subtle or obvious and be used sparingly or liberally. Textures can be helpful to create a three-dimensional

appearance.

Typography

When working with text, Graphic Designers need to consider the relationship between how text looks and what it says. Typography

is the art of arranging text in legible and engaging ways. Different moods or emotions can be expressed through different type

choices. Good typography should create a strong visual hierarchy, provide balance and set the right tone.

Scale

The scale and size of objects, shapes, and other elements can make certain parts of a design more dynamic. Scale can be used to

create a visual hierarchy. Using scale, Graphic Designers can create focal points and highlight important areas.

Dominance and emphasis

Dominance and emphasis create a focal point in a design. It helps with the design flow and can guide the viewer to other parts of the

design.

Balance

Graphic Designers need to consider how design elements are distributed. Balanced designs offer stability, while unbalanced designs

can be dynamic. Balance is achieved through shapes, colors, textures, lines, and other elements.

Harmony
Harmony is one of the main goals of graphic design. In a good design, every element needs to work together and complement each

other. However, if everything is the same, a design can become monotonous. Designs need to strike a fine balance between harmony

and contrast.

What Are the Different Types of Graphic Design?

Graphic design is all around us, which means there are a range of graphic and UX design areas and specializations. Each type of

design requires specific graphic design skills and techniques.

Visual identity graphic design

Visual identity graphic design focuses on the visual elements of a brand. It aims to communicate a brand’s identity through images,

shapes, and colors. Graphic Designers within this area create elements like logos, typography, color palettes, and image libraries that

represent a brand. They also develop visual brand guidelines to ensure brand consistency across all uses.

Marketing and advertising graphic design

This type of design is used to sell products or services. This may involve print advertisements, such as posters, billboards, flyers,

catalogs and packaging, or digital advertisements, such as television ads, video ads, or social media posts.

If Graphic Designers work in this area, they spend a lot of time creating assets for marketing strategies and campaigns. They develop

ideas, research consumer habits, and create designs that speak to the target audience. This type of design involves a strong knowledge

of how to sell a product and how to entice consumers.

Web design

Web design involves planning and building the appearance, layout, structure, and design of websites. It focuses on the front-facing

aspects of a website, including the user experience. Although somewhat similar to a graphic design career, Web Designers combine a

variety of visual elements, such as text, photos, graphics, and video, to create appealing and user-friendly sites and pages. Web

design is also closely connected to UX and UI design.

Publication graphic design

This design focuses on creating layouts and selecting typography and artwork, including photography, graphics, and illustrations.

Graphic Designers in this area work with books, newspapers, magazines, and catalogs. They need to understand color management,

printing, and digital publishing.

Packaging graphic design

Packaging not only protects products, but it is also an important marketing tool. Graphic Designers in this area develop concepts,

mockups, and print-ready files. Packaging graphic design requires an understanding of print processes, as well as industrial design

and manufacturing. Packaging Graphic Designers need to track trends and competitors so they can create packaging that stands out to

consumers.
Motion graphic design

Motion graphic design is a new speciality area in the graphic design industry, though it is quickly growing and demand is increasing

for Motion Graphic Designers. At a basic level, this type of design involves any graphic in motion. This can include animations,

banners, title sequences, trailers, or video games.

Environmental graphic design

Environmental graphic design is a multidisciplinary practice that combines graphic, architectural, interior, landscape, and industrial

design. This type of design connects people to places. Typically, these Designers will have a background in graphic design and

architecture. They should be familiar with industrial design concepts and architectural plans. They may work on projects such as

public transportation navigation, retail store interiors, signage, and office branding.

Illustration for graphic design

Graphic Artists create original artwork through a combination of media and techniques. They often have a background in fine arts,

animation, or architecture. Graphic Artists collaborate closely with writers, editors, marketers and art directors across all types of

graphic design.

What Is the Difference Between UX Design and Graphic Design?

Graphic design focuses on the appearance of a product, while UX design focuses on the user’s overall experience with the product.

These two types of design have many elements in common, but there are a few important differences between the two.

The goal of graphic design is to create visually appealing products that convey certain messages or information. Graphic Designers

focus on branding, typography, layout, and the overall principles of design composition. They work on a range of materials,

including advertisements, flyers, logos, packaging, and animations.

Graphic design is one component of UX design. However, UX design looks at the overall product. The goal is to enhance user

satisfaction through improving the usability, accessibility, and pleasure of interacting with the product. UX design involves

researching, prototyping, and testing.

Graphic Designers and UX Designers work closely together, and there is overlap in some of their tasks, as well as the skills involved.

Some Designers alternate between graphic design and UX design throughout their career. The transferable skills gained from graphic

design can also be very helpful for transitioning to UX design.

Benefits of Graphic Design

Investing in graphic design can offer many benefits for a company, including:
Consistent, identifiable branding

Having a Graphic Designer create or select the right logos, images, graphics, or layout for your creative materials will create visual

consistency for your company across all of the different channels it uses to interact with clients. Think of any successful company

and how much graphic design plays into its branding and any forward-facing design choices.

Visual communication

Beyond establishing your brand, graphic design is a key tool in telling your target audience what you want it to hear. A photograph or

text alone can’t convey all that good graphics can, so it’s the job of a Graphic Designer to find out ways to create emotionally

resonant creative materials.

Boost sales and competitive position

Good graphic design will make a company more visible in the marketplace, which will translate to a boost in revenue. Given the link

between smart graphic design and concerns like usability and user experience, there’s plenty of evidence to show that just graphic

design alone has a major effect on customer behavior.

https://edu.gcfglobal.org/en/beginning-graphic-design/fundamentals-of-design/1/
 BRIEF QUIZ : After reading the two texts in activity

1. What is your understanding of graphic design?

Graphic design is a creative planning and process that combines art and technology to communicate ideas through
visual content. The designer works with a variety of communication tools in order to convey a message from a
client to a particular audience. Through incorporating different elements and principles, these designs can influence
our perception and emotions. A message from a client to a particular audience.

2. What differences have you noticed from the definitions provided in the two
readings?

The difference I had noticed from the definitions provided in the two readings is that AIGA
defines it as an art of planning and projection while brainstation describe it as a craft of planning
and creating visual content. While both art and craft involve creativity, the key difference lies in
their primary focus: art is typically considered a form of personal expression through visual means,
aiming to evoke emotion or convey an idea, while craft focuses on creating a functional, tangible
object with a high level of technical skill and craftsmanship; essentially, art prioritizes the artist's
inner world, while craft prioritizes the finished product's utility and quality.