GRAPHIC DESIGN...Graphic Design, at its core, is the union of visual art, imagination, and...

©2021 Melissa Juren, HEP of TX, Inc. All rights reserved.

GRAPHIC

DESIGN

Concepts

MELISSA JUREN

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HEP OF TX

Spring

2021

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Section 1 What is Graphic Design? 4

Graphic Design The Creative Process 5

Concepts Expression vs. Application 6

Visual Elements 7

Design Principles 7

Section 2 Line 9

Visual Elements Color 12

Shape 15

Texture 19

Space 21

Form 23

Typography 25

Section 3 Contrast 29

Design Hierarchy 31

Principles Alignment 33

Balance 36

Proximity 39

Repetition 43

Simplicity 45

Function 48

Section 4 Why Graphic Design? 52

Graphic Design Pros and Cons 55

Careers Design Fields 56

Career Opportunities 58

Position System 59

Section 5 Equipment 63

Becoming a Software 65

Graphic Portfolio 66

Designer Interview 67

Section 6 Additional Skills #

Beyond Graphic Specialize #

Design Freelance Work #

Starting a Business #

Table of

Contents

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CONCEPTS

• What is Graphic

Design?

• The Creative Process

• Expression vs.

Application

• Visual Elements

• Design Principles

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GRAPHIC

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What is Graphic

Design?

Graphic Design, at its core, is the union of visual art, imagination, and

expression (the graphic portion) with thinking, problem-solving, and

practicality (the design portion). In other words, it is the organization

and presentation of information developed through a creative process

for a particular function.

Graphic design is present in nearly every avenue of modern life.

Advertisements, commercials, magazines, books, movies, websites,

logos, and even product packaging all have elements of graphic design.

The colors used, the shapes created, the images added – all have an

impact of what is being communicated and how it might impact others.

Businesses, organizations, even governments utilize graphic designers

to encourage their targets demographics to buy something, believe in

something, vote for something, or just do something in general. And

graphic design isn’t just about motivating someone – it is also used on a

daily basis to communicate very basic information.

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The Creative

Process

Graphic Design is more than just art, even though art is a very large part

of the final product. In order to start the creative process, one must have

an idea at the center of the proposed project. That idea is essential and

needs to be developed before any creative tools are used to bring the

idea to life. Even pure artists have basic messages they wish to convey

through their work, and it is no different in graphic design.

Consider a simple example of graphic design, such as a business logo.

Amazon’s business logo is incredibly simple and iconic, but it also has a

subtle message (with more than one interpretation) it’s sending without

most people even realizing it. The curved orange line below the

company name seems at first glance as if it may be a smile. It conveys,

in a warm color, happiness or perhaps satisfaction with their products.

Look closer and an additional meaning emerges: the orange curve starts

at the ‘a’ and ends with an arrow pointing at the ‘z’ in the name itself. It

seems to say that Amazon can supply virtually all your needs from ‘a’ to

‘z’. It’s a wonderful example of a very well-designed logo. It’s

conveying a message, it’s simple enough to be memorable, and it has

quite a bit to say even in its simplicity. And it only uses two colors!

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Expression vs.

Application

Graphic Design is almost a contradiction in terms. It is the union of two

seemingly opposing forces – artistic expression and practical

application. Creativity and practicality might look like opposites on the

surface, but they can form beautiful and useful projects when joined

together. Art can have a greater purpose than just to be observed or

appreciated, and the practical can incorporate beautiful and evocative

artistic expression.

One thing graphic designers must remember is that more often than not,

they must harness their creativity for someone else’s purpose and use

someone else’s specifications and preferences. Art may get the

recognition, but design gets the money! The question of art vs. design,

as well as their similarities and differences, is a valid one. The main

difference is deceptively subtle. Art is meant to inspire, while design is

meant to motivate. Sounds simple enough, but the details and nuances

of that statement are myriad.

“The difference between art and design is that design is all about

answers and art is about questions.” – Brendan Dawes

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Visual Elements

The graphic portion of graphic design, the part dealing with visual art as

well as imagination and expression, consists of 7 visual elements:

1. Line 5. Space

2. Color 6. Form

3. Shape 7. Typography 4. Texture

Design Principles

The design portion of graphic design, the part dealing with thinking as

well as problem-solving and practicality, consists of 8 design principles:

1. Contrast 5. Proximity

2. Hierarchy 6. Repetition

3. Alignment 7. Simplicity 4. Balance 8. Function

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• Line

• Color

• Shape

• Texture

• Space

• Form

• Typography

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Visual Elements:

Line

One of the most basic visual elements of design is the ‘line’, and it should

not be underrated because of its simplicity. As simple as lines may

appear at first glance, they are crucial elements of design. Lines can be

used to add structure to a composition, to frame information, and to

divide information. Lines can be used to add hierarchy and emphasis,

to decorate and to draw the eye to a specific point.

Lines can also be used to build and represent information in

infographics, to help stress a word, and create borders. Lines

themselves can be straight, curved, thick, thin, solid, doubled, dotted,

dashed, and so much more.

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Line:

Mood Lines

Lines can communicate so much more than just structure – they can also

evoke emotion and frame the tone of an entire project. They can

accomplish this is such subtle ways based on how the lines are drawn

and how they interact with the rest of the project.

Here are some examples of mood lines and their intended meanings.

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Line:

Line Examples

Below are some examples of lines used to create an infographic, to stress

a word, to create borders, to add structure, to divide information, and to

add decoration.

In order to focus on the lines and how they are used effectively, these

sample projects are all in black and white with all color removed.

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Visual Elements:

Color

One of the most integral visual elements is without a doubt color. Color

can play a major part in creating effect graphic designs. It can be both

obvious and subtle, and it has a significant impact on the way design

projects are perceived. Because of the way human senses function, color

is the most influential part of graphic design, followed by shapes,

symbols, and finally words. Color tends to be the first thing noticed.

The importance of color and wide range of choices often makes the idea

of choosing the right color a bit daunting. However, there are some

simple color rules that help any and every designer decide which colors

to use. Palettes are easier to create than one might think. The first tool

to consider is the color wheel.

Color Wheel Color Spectrum

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Color:

Color Harmony

In this color wheel, the primary colors are yellow, red, and blue, and are

the basis for the rest of the colors. Secondary colors are made by mixing

equal portions of the primary colors. In this case, they create orange,

purple, and green. Tertiary colors are made by mixing a primary color

with a neighboring secondary color. Warm colors consist of reds,

oranges, and yellows – cool colors consist of blues, green, and purples.

Monochromatic colors are shades and tints of the same color (shade is a

color mixed with black – tint is color mixed with white). The

monochromatic color scheme is typically balanced and easy on the eye.

It is also guaranteed that the color will match as they are all variations of

the same hue.

Analogous colors are colors that are next to each other on the color

wheel. These colors are still balanced but are typically more interesting

as the colors have more contrast.

Complimentary colors are colors that sit directly opposite each other on

the color wheel. These colors have high contrast, which produce vibrant

and exciting color schemes. As their name suggests, they compliment

each other very well and allow for shades and tints to add some variety.

Triadic colors are colors that are three colors that are spaced evenly on

the color wheel. They balance each other out well while still producing

vibrant effects. These colors may also be overpowering because of their

vibrant nature, so it may be best to use them sparingly or to use one as a

main color and the others as accent colors.

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Color:

Color Rules

There are different color wheels as well as additional color harmony

rules that can be used, so never be afraid to experiment.

One additional tool designers may find very helpful is Adobe’s color

page. Their color tool uses established color rules to quickly choose a

palette to suit any designer’s needs. The tool can be found at

https://color.adobe.com.

Primary Colors

Secondary Colors

Tertiary Colors

Cool and Warm

Colors

Monochromatic Colors

Analogous Colors

Complimentary Colors

Triadic Colors

https://color.adobe.com/

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Visual Elements:

Shape

In graphic design, and in the eye of the public, shapes are right behind

color as far as what the human eye notices first. When designers begin

to place shapes together, they create a relationship between them in a

subtle or more obvious way, depending on the project. Looking at

shapes, or how different elements of design creates shapes, helps a

person categorize and assign importance to the different parts of the

project.

However simple or complex, it’s this relationship between shapes that

can trigger feelings, convey messages, engage an audience, add

emphasis to a portion of a layout, and even create movement.

In design, shapes have two dimensions

and are measured by their height and

width

Shapes are defined by boundaries such

as lines or color – shapes can also be

created with negative space

Height

Width

Shape

as a

line

Shape

in color

Shape in

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Shape:

Shape Categories

Shapes have two different categories: geometric and organic. Both

geometric shapes and organic shapes are often combined when creating

logos to represent something, usually a company or organization.

Geometric and organic shapes are also used in typography letters and

words that communicate meaning.

Geometric shapes are shapes that can be represented in math and

usually have perfect dimensions and form, such as a perfectly

proportioned circle or a completely even square. Organic shapes are

shapes that can be found in nature and are usually more freeform and

less perfect than their geometric counterparts.

Geometric Organic

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Shape:

Shapes in Logos

While geometric shapes can appear very different, they are often best

utilized when combined to make a more complicated shape. This is very

often seen simply done in some of the most iconic company logos. By

starting with one type of shape and using another to create negative

space inside it, as in the CBS logo for example, designers have created

a very simple eye which is easy to remember and very aptly represents

that CBS is a television company and depends on its viewers for success.

Below are several examples of logos that were created by combining

geometric and organic shapes, as well as examples of using lines to

create shapes, using contrasting color to create shapes, and using

negative space to create shapes.

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Shape:

Shapes as Designs

In design, shapes are not only used to create simple projects like logos.

Sometimes, an entire project may be used to create one big shape as its

sole purpose.

For example, a group of individual shapes may form a much larger shape

when viewed as a whole. Just like lines, shapes can be used to decorate,

build, and illustrate something in a project. It is also possible to use a

very large number of varying shapes to build a legible image as an

illustration, one that might even look as detailed and realistic as a

photograph when viewed from a distance. Shapes are also one of the

main components of creating a texture, albeit the shapes in textures tend

to be very small and create a pattern as opposed to a single shape.

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Visual Elements:

Texture

In graphic design, texture tends to be subtler but can be very impactful.

Texture is the way a surface feels or is perceived to feel. Texture can be

used to create a visual tone and can influence the look and feel of a

graphic design project. Texture can be very useful when applied to a

project when used properly to attract or repel interest to an element

depending on the pleasantness of the texture.

Texture can refer to actual texture or visual texture. Actual texture

makes the audience actually feel it, such as the feel and weight of paper

used for business cards or brochures. Visual texture is implied through

the style of the chosen design. Layers of text, shapes, and lines can

simulate the feeling of texture on a page or screen, as can photography,

illustration, and fine art combined with graphic elements.

Environmental Biological Man-Made

Image Textures:

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Texture:

Image vs. Pattern

Texture

Image texture is generated from a combination of organic and geometric

shapes as well as color. Image texture can be simple or complex and

usually appears more random to create a particular look and feel. This

type of texture tends to tantalize the senses – the human eye is drawn to

and like to look at image texture. Environmental, biological, and man-

made are the three types of image texture.

Pattern texture is also generated from a combination of organic and

geometric shapes with color, but the result has a much more

manufactured look to it. Pattern texture can be simple or complex, but it

always appears more structured. Pattern texture tends to repeat a

formation of shape and color to create a recognizable pattern, and it

tantalizes the senses in a different way – it triggers the visual senses

rather than emotional ones. It also can be environmental, biological, or

man-made.

Environmental & Biological

Pattern Textures Man-Made Pattern Textures

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Visual Elements:

Space

In graphic design, space is present throughout the entire project. Space

could be considered the canvas with the other elements as the content,

but space also represents how those other elements are included and

put together.

The two main categories of space are positive and negative space.

Positive space can be 2D or 3D and refers to the shapes of objects.

Positive space can also refer to anything that is considered the main

focus of the page. Negative space is the “white” space or empty space.

Negative space is the part of the design that is not there, the space

between the shapes or other visual elements.

Positive Space Negative Space

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Space:

Space Dynamics

There are a few effects that can be applied to space to create dynamics

such as proximity, overlap, opacity, light and shadow, and perspective.

• Proximity is the distance shapes are from one another

• Overlap is the effect where shapes are arranged to appear on top

of each other

• Opacity is the effect where objects appear transparent or

translucent

• Light and shadow can give an object a 3D look – shadow can create the illusion that an object is on top of another and can

suggest how far apart they may be

• Perspective is applied through the creation, arrangement, and

manipulation of shapes to look like they appear in real life

Proximity Overlap Opacity Light & Shadow Perspective / Depth

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Visual Elements:

Form

In graphic design, a form can be described as any 3D object. Forms are

the 3D equivalent of shapes, and as such as measured in three

dimensions: height, width, and depth.

Forms can be illustrated or constructed, and can be defined by the

presence of shadows on surfaces or faces of an object. Forms can also

be enhanced be tone, texture, and color. Forms add visual dimension

and can be stimulating and engaging to the eye because they add

realism and depth that draw the audience in.

Shape Form

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Form:

Form Categories

Because forms are so closely related to shapes, they share the same two

categories as well: geometric and organic forms.

Geometric forms are more structured and tend to be manmade. They

can include 3D shapes with perfect 90° angles, three-dimensional type,

and even the illusion of three dimensions hidden in perfectly repeated

patterns.

Organic forms tend to have more curves and have a much more abstract

look and feel about them. They can include more imperfect and fluid

shapes, freeform curves, and even the illusion of three dimensions

hidden in naturally-occurring patterns.

Geometric Forms Organic Forms

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Visual Elements:

Typography

In graphic design, type is the most direct way to communicate visually.

Type is typically set either as headers or in paragraphs. The audience

may notice type after other visual elements, but it is the least ambiguous

way of communicating and it is rare to see any graphic design project

without at least a title, header, or phrase.

As with many other elements, type is created using a combination of

shapes, and has a specific way it can be broken down.

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Typography:

Type Categories

Words are important in any communication, but in graphic design, the

style of those words is potentially equally important as the words

themselves, as is the way they are arranged on a page.

Typefaces, or fonts, are like voices with accents and dialects which have

their own pronunciation and characters – in this way, typefaces don’t just

communicate literally, they also communicate visually. There are many

typeface categories, but some of the most common are listed below.

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Typography:

Type Examples

The choice of typeface is crucial to set the intended look and feel, set a

tone, and add character to a piece of work. Even when type is being

used more functionally, it can still have a creative flare to it. The

alignment, orientation, size, and placement of words can have a large

impact on how those words are viewed and what important they have in

a project. Similarly, even more decorative type still serves a function,

whether it is to create a stylized word, blend the difference between a

word and an image, or even to create a texture with random letters.

Functional Decorative / Creative

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DESIGN PRINCIPLES

• Contrast

• Hierarchy

• Alignment

• Balance

• Proximity

• Repetition

• Simplicity

• Function

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Design Principles:

Contrast

In art, brightness refers to the overall lightness or darkness of an image,

while contrast is the difference in brightness between different objects

or regions. A white rabbit in a snowstorm has poor contrast, but a black

cat in that same snowstorm has good contrast.

Contrast as a design principle is very similar to its artistic meaning.

Contrast occurs when two or more visual elements in a composition are

different.

In graphic design, we use contrast to generate impact, highlight

importance, create exciting graphics, and create visual interest and

dynamics.

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Contrast:

Contrast Examples

Context is integral to contrast. Designers may think that the chosen visual

object in a composition says something about itself, but it more often the

visual elements around it that give it its meaning. Contrast creates

interesting relationships between the visual elements, as it can:

• Push visual elements away

• Connect visual elements

• Complement visual elements

Without contrast, visual elements can be meaningless.

Contrast provokes our visual senses. Our eyes like contrast because it grabs

out attention and makes it easier to digest and make sense of what we are

seeing, which is why it can be a way to visually communicate without type.

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Design Principles:

Hierarchy

In graphic design, hierarchy is the control of visual information in an

arrangement or presentation to imply importance. Hierarchy influences the

order in which the human eye perceives what it sees. It can be used to:

• Add structure

• Create visual organization

• Create direction

• Add emphasis

• Help a viewer navigate and digest information easily

Hierarchy is typically created by contrast between visual elements in a

composition. Usually, visual elements with the highest contrast are noticed

first. Establishing clear visual hierarchy is important because it holds a

design together. When used effectively, hierarchy can make a complex

message simple.

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Hierarchy:

Hierarchy Principles

and Examples

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Design Principles:

Alignment

Anyone who has every written anything in a word processing program

should be familiar with alignment, at least when it comes to text. Essays tend

to be left-aligned, titles and more graphic documents tend to be center-

aligned, books and newspapers are justified (meaning they have a straight

margin on both the left and the right margin, like this supplement), and very

few documents are every right-aligned.

Alignment is the placement of visual elements so they line up in a

composition. In design, alignment has several uses:

• To organize elements

• To group elements

• To create balance, to create structure

• To create connections between elements

• To create a sharp and clear outcome

There are two main alignment principles: Edge Alignment and Center

Alignment. Edge alignment happens when designers align a composition to

the left or the right, to the top or the bottom. Center alignment happens

when designers align a composition to the center line down the middle of a

project or across the horizontal line of a project.

Alignment is often an invisible line to which visual elements are aligned, but

it can also be hinted at physically. Alignment can be used to achieve a

particular look and feel, and designers should always be conscious when

working with alignment to achieve the intended result.

Edge Alignment Center Alignment

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Alignment:

Good, Bad, and

Mixed Alignment

When visual elements are aligned properly, compositions can appear clear,

confident, elegant, formal, and trustworthy.

Good alignment is invisible.

In design, one should try to avoid the appearance of having made arbitrary

decisions. When visual elements are out of alignment, or aren’t aligned

properly, it is noticeable, distracting, and can devalue a piece of work if

done unintentionally.

However, if mixed alignment is intended as part of a design, it can appear

more radical, dynamic, free, and playful.

Good Alignment Bad Alignment Mixed Alignment

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Alignment:

Alignment Examples

In design, alignment can be simple or complex, and it is commonly achieved

with the use of a grid. A grid can create an invisible structure, the invisible

lines on which visual elements can be placed. These grids can ensure

accurate alignment and consistency in a large piece of work.

Alignment is typically used to organize and create a degree of structure, but

it can also be used in more abstract ways as part of a visual message or to

add interesting dynamics to a layout.

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Design Principles:

Balance

Everything has a visual weight to it, whether it’s obvious or not. In a project,

if a dark color is next to a light color, the dark element would feel heavier in

the design. If someone walking down the street were to see a building

leaning to one side, that person most likely wouldn’t walk too close to it.

While not exactly the same as a leaning building, the same is true for design.

It’s human nature to crave balance for the stability and structure it provides.

Balance is the visual weight of elements in a composition. In design, balance

has several uses:

• To add stability

• To add structure

• To create emphasis

• To create dynamics

In design, one will attempt to place visual elements in an aesthetically

pleasing or a particular arrangement to fulfill a purpose or achieve a

particular look and feel.

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Balance:

Types of Balance

There are three main types of balance in graphic design:

1. Symmetrical (formal) 2. Asymmetrical (informal)

3. Radial Balance

Symmetrical balance is mirror-image balance. If one were to draw a line

down the center of the project, all the visual elements on one side are

mirrored on the other. They don’t have to be identical elements, but they

can be similar in number, color, or shape and scale. When visual elements

have equal weight, they are in balance. Symmetrical balance is used when

one wishes to create a formal design, a sense of structure, or a feeling of

organization and stability.

Asymmetrical

Symmetrical

Radial

Asymmetrical balance itself has nothing to do with

balance. The term describes a type of balance that

isn’t identical on both sides of the central line, and it

the opposite of symmetrical balance.

Asymmetrical balance occurs when several smaller

visual elements on one side are balanced by a large

one on the other side, or when smaller visual

elements are placed further away from the center of

the project than larger ones. This can be used when

designer want a more casual or informal look and

feel. Be mindful that this kind of balance can also

create a feeling of tension or unease, as if the page

or screen might tip or things might slide off the side.

This is more dynamic and normally keeps the

audience’s attention focused on the visual message.

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Balance:

Balance Examples

Radial balance occurs when all elements radiate or spiral out from a center

point in a circular fashion. This type of balance makes it easy to create and

maintain a focal point in the project because all the elements lead the eye

toward the center.

Depending on the intended look and feel, a designer must determine which

type of balance to use.

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Design Principles:

Proximity

Humans have an innate tendency to organize images and design elements

into logical groups. This is a simple truth that can be seen everywhere all

the time – related information is placed closely together and it forms a visual

unit. When designing, it is tempting to throw everything on the page and fill

up every square inch of space with text and images, but this can make

information difficult to digest and doesn’t look very good. By using

proximity, a clear visual hierarchy begins to develop on the page or screen.

Proximity is the grouping and shaping of objects in a composition. In design,

proximity is used for 2 main reasons:

1. To create connections

A. To create relationships between visual elements

B. To create relevance C. To create hierarchy

D. To create organization and structure

2. To dispel connections A. To suggest no relationship between visual elements

B. To break organization and structure

By moving visual elements closer together or further apart, designers apply

proximity. These two forces can be applied in varying degrees to help

achieve a specific effect or outcome to communicate a message.

In design, related elements should be grouped together so they will be

viewed as a group. Unrelated elements should have distance and should not

be in close proximity to each other. Audiences will assume that elements

that are not near each other in a design are not closely related.

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Proximity:

Uses of Proximity

A good sense of proximity can do several things in a graphic design project:

• Help differentiate visual elements

• Reduce visual clutter

• Make design more comprehensible

When designers begin to place shapes together, they create a particular

relationship between those shapes. In this example, there are three

individual yet identical shapes. The three black pie shapes, or Pac-Men, are

obviously grouped together, but they aren’t really communicating anything.

However, if the Pac-Men are placed together in just the right proximity,

negative space is created that suggests a new visual shape entirely. This

gives new meaning to the Pac-Men.

Then again, if the Pac-Men are moved apart ever so slightly, this visual (the

triangle) and the new message are lost.

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Proximity:

Purposeful Proximity

Proximity is influential to both balance and hierarchy. Space between visual

elements will communicate a particular dynamic on a page or screen.

Depending on the intended purpose, a designer must determine which type

of balance to execute to suggest hierarchy.

Always use proximity to make a project more understandable and easily

digestible. Audiences should NEVER have to work to figure out which

caption goes with which graphic or whether or not a line of text is a subtitle

or a line of text unrelated to the title. Viewers should NEVER have to work at

trying to figure out the connection of information in a design. This makes for

a poor user experience or an inability to digest information.

Again, never give the impression that arbitrary decisions were made in the

project. Randomly or poorly positioned elements are noticeable,

distracting, and devaluing to projects if done unintentionally.

From a young age, people learn shapes

and symbols that are imprinted into

memory, such as the alphabet. When a

person thinks of all the symbols and logos

he knows so well, it’s the combination of

shapes and proximity that works to

imprint images into the memory.

However, simple or complex, it’s this

relationship, or lack thereof, between

shapes that can trigger feelings, convey

messages, engage an audience, add

emphasis to part of a layout, and create

dynamics.

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Proximity:

Proximity Examples

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Design Principles:

Repetition

In graphic design, repetition is the reusing of the same or similar elements

throughout the design. Do not mistake repetition as a design principle for

repetition of visual elements as a pattern. Repeated visual elements in a

pattern is more to do with the visual style or artwork in an overall design.

Good design practice seeks to repeat some aspects of a design throughout

a piece of work, be it for a simple or complex project. Designers use

repetition to create a sense of unity and consistency throughout the design.

More specifically, repetition is used in several ways:

• To create a particular style

• To create cohesiveness

• To create emphasis

• To create hierarchy

• To create structure

• To strengthen a design

The ultimate goal of any piece of graphic design is to make an impression,

hopefully a lasting impression. If a design achieves this goal, it will be

fulfilling its purpose – to communicate and insist upon a particular message

that lingers and becomes familiar. It could be said that repetition in design

is a type of visual brainwashing – the more we see something, the more we

familiarize ourselves with it and remember it.

Repetition Pattern Flowing Rhythm

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Repetition:

Repetition is

Impressionable

Whether we like it or not, repetition is IMPRESSIONABLE.

It’s human nature to find comfort and attraction to familiarity. A good

example of the use of repetition in design is in branding. In any good brand,

there will be a consistent use of a graphic style or language. This can

manifest in many forms, such as the use of a particular color or color scheme,

a consistent use of a typeface or set of chosen typefaces, shapes and motifs,

patterns, alignments, photography style, tone of voice and so on. This is at

all done as a coincidence – rather it is a carefully orchestrated design to

create a noticeable and memorable look and feel. It is valuable to any

business that their brand is impressionable and memorable.

The same can be said for presentations, leaflets, and brochures. It pays to

maintain a visual structure throughout a brand to maintain focus and

consistency which ultimately add value. Another good example of repetition

is in magazines. Looking through any well-designed magazine will show you

a consistent style throughout. This is done to create a particular user

experience, which readers hopefully enjoy and want to experience again.

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Design

Principles

Design Principles:

Simplicity

In graphic design, simplicity is the discipline of minimizing, refining, or

editing back a design. Remember that the ultimate goal of any piece of

graphic design is to make an impression, hopefully a lasting impression. If

a design achieves this goal, it will be fulfilling its purpose to communicate

and insist upon a particular message.

More often than not, in graphic design, keeping it simple work very well. In

design, there is a general consensus that LESS IS MORE. Less is more

striking. We consider simplicity to ensure that a project has maximum

clarity to create balance and impact. A simple design is easier to understand

and is more likely to make a lasting impression.

For beginners, it’s natural to assume that simplistic design might not be good

or can’t be interesting. However, simplicity is recognized as adding a level

of function, elegance, consideration, premium, and luxury to a design.

In graphic design, it’s much harder to take away than it is to add. This is one

of the things that separates amateur designers from professionals, and it

takes experience, confidence, and discipline to apply it properly.

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Design

Principles

Simplicity:

Simplicity Applied

One of the hardest and most skillful disciplines in graphic design is knowing

how to edit a design project. When applying simplicity in a design, one

should avoid an overwhelming number of visual elements. Designers

should try to communicate one strong idea instead of incorporating many.

When considering simplicity, designers should remove or edit down

information and details that are not needed.

The more simplistic an idea is, the more striking and easier to understand it

will become. Too many things included in a composition will make for a

confusing and bad experience.

Simplicity is not about stripping a design down to the point that it’s

completely soulless – it’s about harmony and balance between visual

elements. In design, try to avoid visual competition and achieve visual

harmony. Don’t forget that complex elements can work together to

communicate a simple message. For example, an image texture or a pattern

texture may be seen as a complex, but they work to suggest a mood, a

feeling, or a notion. Coupled with a simple logo placement or bold message,

this combination can be very striking.

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Design

Principles

Simplicity:

Simplistic Ads

When thinking about some of the most prestigious brands, it’s common to

see simplicity set on a backdrop of complex beauty. It’s a striking dynamic

to see in advertisements. Often, an ad will only have a few seconds to

communicate a message, so it must be as striking and easy to understand as

possible. Advertisements typically seek to charm you with some sort of

dazzling visual art coupled with a simple bold tagline message. What is seen

as simple can often be complex. This clever achievement in design highly

sought after, and it is regarded as elegant, premium, and luxurious.

If this visual harmony is not executed well, it may lead to a busy and

confusing message which will not fulfill its purpose. Consideration of

simplicity is often seen in good brand logos. Poorly designed logos can be

too complex and busy with too many colors. Some of the best logos are some

of the simplest.

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Design

Principles

Design Principles:

Function

In graphic design, function is the consideration of the main objective for a

piece of graphic work, and how well a design is explored and executed to

meet that end. Again, remember that the ultimate goal of any graphic design

is to communicate and make an impression, but what’s equally important is

that the right impression is made and the intended outcome is achieved.

When creating graphic design projects, more often than not, there will be

specific requirements that will have to be fulfilled. Depending on the

complexity of the task, there might be one or many requirements. In the

professional world, designers typically receive those requirements in the

form of a brief from a client, either written or verbal. Before a designer starts

any piece of work, there is key information that will need to be understood.

This ensures a designer is put in the best position to produce the right

creative solution.

A good and thorough brief will include at least 3 key things:

1. Overview

2. Requirements 3. Intended Outcome

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Design

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Function:

Design Brief

The overview should introduce the idea of a project and what exactly the

design is intended for. It should clearly highlight the target audience that

the client wishes to address along with any other relevant information which

may be of importance.

The requirements should outline exactly what will be needed creatively

across printed and digital media. This could be anything from an attractive

poster, a brochure, or a website.

The intended outcome should clearly state what the client hopes to achieve

with the graphic work, how the client wants people to respond to the work,

and how the client wants people to think, feel, or act.

A brief may go as far as to suggest what is required visually, a particular style

or color scheme to be used, or even a typeface. A brief may be creatively

limiting or open to exploration. A brief sets out all the challenges and

boundaries a designer must deal with in order to produce the right creative

solution. The details outlined in the brief will most influence the solution.

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Design

Principles

Function:

Form vs. Function

If a piece of design fails to deliver what the brief asks, then it fails in its

function. This is where form vs. function often comes into play. Remember

that for beginners, it is easy to assume that simplistic or practical design

might not be good or interesting, so form (how good something looks) may

be seen as a priority. However, in professional design, it is well understood

that FORM FOLLOWS FUNCTION, that priority should always be given to

function over form.

During research, development, and design, one must always take into

account the function of the design. One of the most important things

designers can do is to understand their audience and the required goal.

Considering language, color, and layout enable designers to communicate

well and engage with a particular audience to encourage the intended

result.

As a rule, designers can always ask themselves, “Why?” For example, “Why

am I using that color? Why am I using that typeface? Why am I arranging

my elements in this way? Why am I using these shapes/photos/etc.? Is it

adding anything to the piece of design, or is it distracting or misleading?”

ALWAYS ASK WHY. Have a good rationale for each design decision.

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GRAPHIC DESIGN

CAREERS

• Why Graphic Design?

• Pros and Cons

• Design Fields

• Career Opportunities

• Position System

GRAPHIC

DESIGN

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Graphic

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Graphic Design Careers:

Why Graphic Design?

Graphic design is everywhere. At its core, graphic design is visual

communication. Not everything can be communicated verbally only, and

those concepts must be put into a design that can visually get the message

across. Stop reading this supplement and look around the room for a

moment. The posters on the wall, the logo on your computer or phone, the

magazine or book cover, the graphic on your t-shirt or hoodie, even the

format of the TV commercial or YouTube ad you just watched are all

examples of graphic design.

Graphic design is a massive part of everyday life but is barely noticed.

However, imagine life without it. Everything would be in a plain white paper

wrapper. No pictures. No text. No color variation. A trip to the grocery

store would be incredibly difficult. How would anyone tell the difference

between Special K and Apple Jacks? How would you find your favorite

restaurant? How would you know what’s on the menu? Clearly, graphic

design is needed to convey messages clearly and effectively.

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Questions to Ask Yourself

• Are you good at drawing?

• Can you communicate well

verbally?

• Can you present your work?

• Do you like to research?

• Do you like to problem solve?

• Are you good at conceptual

thinking?

• Can you harness your creativity

into realistic solutions?

• Can you work with limitations?

• Can you pay close attention to detail?

• Are you happy creating

commercial work?

• Do you have a passion for

typography?

• Do you like working in teams?

• Can you take direction from

others?

• Can you work under

pressure?

• Can you work to a specific

brief?

• Can you take criticism?

• Are you prepared to work

on a computer most of the

time?

• Can you see yourself being

creative on demand for the

foreseeable future?

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Graphic

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Skills

Practical

Psychological

Talent

• Verbal communication

• Drawing & sketching

• Research

• Software skills

• Time management

• Attention to detail

• Objectiveness

• Creative Discipline & Judgement

• Confidence

• Receive criticism

• Coping with failure

• Determination

• Team player

• Patience

• Imagination

• Curiosity

• Open mindedness

• Passion

• Conceptual thinking

• Problem solving

• Harness creativity

• Craftsmanship

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Pros and Cons

Pros:

Cons:

1. Creative

2. Fun 3. Challenging

4. Educational

5. Contains multiple creative disciplines

6. Something to show for your

work

7. Expressive

8. Rewarding

9. Collaborative 10. Career Prospects

1. Location specific

2. Competitive 3. The road is long

4. Learning creative software

tools

5. Finding the right job can be

hard

6. It’s a desk job 7. Long hours

8. Working under pressure

9. Have to do things you do not want while working under

others direction

10. Dealing with difficult clients

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Design Fields

Field Description

Graphic Design Creates compelling visuals through use of

typography, imagery, color theory, etc.

Animation

Design

Produces moving images and motion effects for

movies, TV, websites, and other media

Interior Design Creates improvements for interior environments to

ensure quality of life without compromising safety

Web Design Translates information and visual communication

into a website using HTML, CSS, JavaScript, etc.

Fashion Design Creates aesthetically beautiful clothing and

garments to meet demands of consumers

Industrial Design

Develops products and systems for mass

production that create higher value, functionality,

and appearance benefiting both manufacturer and

consumer

Jewelry Design Produces shapes of valuable and finely detailed

jewelry designs

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Design Field Subjects

Field Subjects

Graphic Design

• Digital Imaging & Visualization

• Typography

• Illustration

• Advertising Principles

• History of Arts & Design

Animation

Design

• Animation & Visual Effects

• 3D Animation

• Visual Effects Design

• Character Animation

• Visual Communication

Interior Design

• Furniture Design

• Design Communication

• Materials & Finishes

• Technical Drawing

Web Design

• Layout & Composition

• Web Graphics

• Web Programming (HTML, CSS, JavaScript, etc.)

• Flash Design

Fashion Design

• Fashion Illustration

• Textile Studies

• History of Fashion

• Trends & Forecasts

Industrial Design

• Technical Drawing

• Digital Visualization

• Model & Prototypes

• Design Technology

• Computer-Aided Design

Jewelry Design

• Design Principles

• Model Making

• Gemstone Identification

• Stone Setting

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Career Opportunities

Career Description

Multimedia

Designer

Uses art, sound, and design skills to create video,

audio, and animated images – produces sketches,

plans, scale models, and drawings to design props,

sets, costumes – also may use lighting and sound to

ensure production quality – may work in television

or film production, set design, etc.

Web Designer

Develops websites by creating pages, layout, web

graphics, navigation design, and basic site

structure – must have skills in computer graphics,

graphic design, and computer and internet

technology

Logo Designer

Creates a logo, the brand identity image of a

company or product – companies may spend a lot

of money updating and implementing logos in

order to appear modern and innovative

Brand Identity

Designer

Designs the visual elements that represent how a

company wants to be seen by creating the

complete visual identity or image of the company –

brand identity is integrated in business cards,

stationary, media advertising, promotions, etc.

Photo Editing /

Photoshop Artist

Photographs products, people, and locations and

digitally edits and enhances those photos – uses

digital images and manipulates, crops, color-

corrects, and sharpens them – almost every

professional photographer or photo editor uses

Photoshop to edit or enhance work

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Position System

Graphic design is a broad field and can contain many specialties, but

graphic design roles are usually defined by experience and ability and

break down into 2 main categories: creative workforce and direction.

In the creative workforce category, the four main roles include intern

designer, junior designer, middleweight designer, and senior designer.

In the direction category, the four main roles include head of design (or

lead designer), art director, senior creative, and creative director.

Depending on the company, there may be additional levels or different

terms for these levels, but this is a generalization of the position system.

Creative workforce roles include roles of research, creative thinking and

problem solving. They take care of the manual task of creating work on a

computer and delivery of the work. Direction roles usually guide and direct

the creative workforce. They use the skills and talents of the creative

workforce to develop a professional creative solution.

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Creative Workforce

The intern designer is an entry level position usually given to students,

recent graduates, or those new to the industry. The position is usually

temporary, lasting weeks or months, and has little or no responsibility.

Intern designers usually shadow more senior designers and spend most of

their time learning on the job.

The junior designer is another entry level position given to recent graduates

or those new to the industry, but unlike the intern designer, it is always a

paid position. Junior designers are briefed and report to senior designers

and have little responsibility, and the position usually lasts a few years.

The middleweight designer is the first mid-level position and like entry-level

positions is responsible for producing creative work, albeit at a higher

standard and shorter timeline. Middleweight designers occasionally are

trust to interact directly with clients and produce design briefs. They still

report to senior designers but may start to choose a specialty.

The senior designer has much more responsibility and expectations. Senior

designers design and execute original ideas, oversee other designers, and

report to designers in a directing role.

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Direction

The head of design (lead designer) is not common in design firms but is

found more in inhouse design teams. Lead designers are usually directly

responsible for the creative workforce as well as for other administrative

tasks such as meeting deadlines and maintaining an overall creative

standard. They usually oversee and direct their own team of designers.

The art director is a common role in large design firms and is responsible

for a visual style and image. They don’t manage creative workforces and

don’t meet specific deadlines but are often on location directing photoshoots

or films. Art directors create the overall design and direct the creative

workforce to implement their artwork or layout ideas.

The senior creative is common in large prestigious design firms and is

responsible for the concept or idea for a project. Senior creatives usually

develop ideas and create sketches for them. They generally ensure that

creative vision is being met at a high standard.

The creative director is responsible for using the creative workforce and

other director roles to create an entire vision for a project, usually working

with other departments to develop that vision. Creative directors shape the

work of all other designers into finished design campaigns.

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BECOMING A

GRAPHIC DESIGNER

• Equipment

• Software

• Portfolio

• Interview

GRAPHIC

DESIGN

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Becoming

a Graphic

Designer

Becoming a Graphic Designer:

Essential Equipment

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The essential equipment for a designer might not include what you might

think, at least not the essential equipment. Some of the most important tools

are some of the simplest kind: drawing equipment, graphic layout paper,

and other miscellaneous yet inexpensive items.

• Drawing Equipment – graphic pencils, markers, color pens, etc.

• Graphic Layout Paper – layout pad, graph pad, etc.

• Miscellaneous Items – clips, PostIt notes, tabs, scrapbook folder, etc.

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Accessory Equipment

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Accessory equipment is not essential but can prove to be very useful. Even

though a camera, computer, and software have recently become essential

equipment, things that are more technological and expensive have become

incredibly useful to the modern designer. Printers, scanners, color

calibration devices, and other pieces of equipment could prove invaluable.

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Creative Software

• Adobe InDesign – most powerful desktop publishing program,

designed for layouts, and used most often to create flyers, posters,

banners, business cards, interactive PDFs, and typesetting

• Adobe Photoshop – most ubiquitous image editing program,

designed for raster images, and used most often for image

retouching, digital art, web design layouts, posters, and social media

• Adobe Illustrator – most widely used vector graphics editing program, designed for vectors, and used most often for logo design,

iconography, t-shirt and clothing design, creating typefaces,

presentations, infographics, and blueprints and plans

• Adobe After Effects – very popular graphic program, designed for

film and television production, and used most often for visual effects,

motion graphics, keying, tracking, compositing, and animation

• Adobe Muse – very useful website building program, designed for

webpage creation, and used most often to create fixed, fluid, and

adaptive websites without having to write any code

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Portfolio

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There are several key points to consider to compile a good portfolio:

• Don’t overdesign – keep it simple

• Spread the work out – present simple projects first

• Include examples of your design process

• Include in situ examples

• Start on a high and end on a high

• Tailor your portfolio

Consider whether you need a print or digital portfolio, or if you should have

both – it all depends on the type of work you want to portray

Having a website might make it easier for potential employers and clients,

and there are many companies that offer website templates that can be

quickly and easily created and edited

When deciding how many projects to include, make certain to convey who

you are, what you do, and what you want to do in the future. Always put forth

the best work, and if there is anything you have doubts about, leave it out.

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Graphic Design Interview

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If you find yourself invited to a company for an interview, make certain to

prepare for it properly. Practice your portfolio presentation. Be prepared

to only talk about three of your projects and choose those three wisely.

Tailor your portfolio depending on the details of the job. Have your physical

portfolio ready or your digital portfolio ready on a device. Have examples

ready to present. And finally, bring something to leave behind after the

interview.

Make certain you do your research about the company before the interview.

Choose a few of their projects to talk about. Have an ideal project in mind.

Know what you want to achieve at the company. And finally, have at least 6

questions for them, such as the following:

• What are the factors that drive results for this company?

• What clients are the company looking to acquire?

• What team building programs do you have?

• How does the team work together?

• What does the company pride itself on the most?

• What is the company’s greatest passion?

• What are the common attributes of your top employees?

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BEYOND

GRAPHIC DESIGN

• Additional Skills

• Specialize

• Freelance Work

• Starting a Business

GRAPHIC

DESIGN

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GRAPHIC DESIGN...Graphic Design, at its core, is the union of visual art, imagination, and...

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