Graphic design is used to visually communicate a message to a target audience. It is basically “art on a mission.” Elements of good design all have a purpose and need to be incorporated carefully in order to convey our clients’ thoughts clearly. The use of illustrations, photos, type, and other design elements can be guided by the following principles to create highly-effective graphic design.
Balance is the distribution of the visual weight of objects, colors, texture, and space. If the design was a scale, these elements would be balanced to make a design feel stable. In symmetrical balance, the elements used on one side of the design are similar to those on the other side. In asymmetrical balance, the sides are different but still look balanced. In radial balance, the elements are arranged around a central point and may be similar.
Emphasis is the focal point of the design that catches the viewer’s attention. Usually the artist will make one area stand out by contrasting it with other areas. The area could be different in size, color, texture, shape, etc.
Movement is the path the viewer’s eye takes through the work of art, often to focal areas. Such movement can be directed along lines, edges, shape, and color within the work of art.
Pattern is the repeating of an object or symbol throughout the work of art.
Repetition works with pattern to make the work of art come alive. The repetition of elements of design creates consistency, which is critical in all areas of advertising and marketing.
Proportion is the feeling of unity created when all parts (sizes, amounts, or numbers) relate to each other in a way that makes sense to the viewer. For example, when drawing the human figure, proportion could refer to the size of the head in relation to the rest of the body.
Rhythm is created when elements of design are used repeatedly to create a feeling of organized movement. Just like dancing or playing instruments, rhythm creates a mood. To keep rhythm exciting and active, variety is essential.
Variety is the use of several elements of design to hold the viewer’s attention and to guide the viewer’s eye through and around the work of art. Unity is the feeling of harmony between all facets of the work of art, which creates a sense of completeness.
Various uses for graphic design in both retail and B2B are identity (logo & branding), website and banner ad graphics, ads in pubs such as magazines and newspapers, outdoor advertising, product packaging, and much more. Graphic design surrounds us in our everyday life. From movie posters to cereal boxes, everything in our society has graphic elements. And to take that a step further, so does everything in nature, including animals and human beings. For those who believe in a higher power, it’s called “intelligent design.” On a smaller scale, intelligent design should be the standard for all effective advertising and marketing – whether seen or heard.