3. ▪ Graphic design is a craft where professionals create visual content to communicate messages.
▪ Graphic design is about much more than creating images that are nice to look at.
▪ It’s a form of visual communication that provides information, shares ideas and persuades
the audience to consider new perspectives.
Designers can use their skills to boost sales in a marketing campaign,
create a LOVABLE CARTOON CHARACTER or PIONEER A FUNCTIONAL PRODUCT that solves a problem.
These creative professionals use their design skills to connect with others through their visual work.
“Design is a solution to a problem. Art is a question to a problem.”
WHAT IS GRAPHIC DESIGN
GRAPHIC DESIGN IS
EMOTIONAL DESIGN
As a graphic designer, then, you should have a firm understanding of color theory and how vital the right
choice of color scheme is. Color choices must reflect not only the organization (e.g., blue suits banking) but
also users’ expectations (e.g., red for alerts; green for notifications to proceed).
You should design with an eye for how elements match the tone (e.g., sans-serif fonts for excitement or
happiness).
4. MISSION:
Overall, your mission—as far as graphic design goes in UX and UI design—is to display information
harmoniously. You should ensure that beauty and usability go hand in hand, and therefore your design can
discreetly carry your organization’s ideals to your users.
CONSIDERATIONS:
• Symmetry and Balance (including symmetry types)
• Flow
• Repetition
• Pattern
• The Golden Ratio (i.e., proportions of 1:1.618)
• The Rule of Thirds (i.e., how users’ eyes recognize good layout)
• Typography (encompassing everything from font choice to heading weight)
• Audience Culture (regarding color use—e.g., red as an alert or, in some Eastern cultures, a signal of good fortune—and
reading pattern: e.g., left to right in Western cultures)
5. Balance in design covers how the visual weight of elements are balanced with each other on both sides of
a design to create cohesiveness, completion, and satisfaction.
UNDERSTANDING THE IMPORTANCE OF: SYMMETRY & BALANCE
• Symmetrical Balance
With symmetrical balance, the visual weight is distributed
evenly. You can draw a straight line through the middle of the
design in any direction and the visual balance would be evenly
distributed. This makes the composition appear stable and
creates a more orderly look.
However, look at the image below. As soon as you change the
color of one of the sides to a light value while the other side
remains a dark value, notice what happens. Doesn’t the dark
value side feel heavier than the other side?
• ASymmetrical Balance
6. UNDERSTANDING THE IMPORTANCE OF: FLOW
Flow is about movement and direction, and leading the eye from one part of a composition to another in
the direction you want it to move. You create flow through a combination of visual weight and visual
direction.
There’s a strong horizontal flow at the top of the Dress Responsively
home page. The navigation and text both lead your eye horizontally
and make it very easy to scan left and right across the header.
My eye tends to start with the “YOU DECIDE” text and easily moves
right and left where it can take in the logo, navigation, and the
remaining text in the header.
Notice at the end of “YOU DECIDE” your eye is also pulled down.
There’s a repetition of rectangular and orange shapes that creates a
vertical rhythm. The shape of the “WTH?” button is echoed in the
mostly rectangular “548 votes” shape and the “SEE DETAILS” button
below the text. This vertical flow is strengthened by a strong vertical
line that’s created by aligning the left edge of these shapes with the
text between them.
7. UNDERSTANDING THE IMPORTANCE OF: REPETITION
In graphic design, repetition means simply using the same element over and over again. Often, repetition is
a great way to add texture to the piece. Not only does it create an element of unity within a specific piece
of artwork, but repetition can also help create texture and bring the project to life.
In this example, repetition is used with the dots to
add color and excitement to the design.
Depending on the shape and color of the
repeated shapes, you can set a different tone or
mood.
8. UNDERSTANDING THE IMPORTANCE OF: PATTERNS
Patterns are simply a repetition of more than one design element working in concert with each other. A
seamless pattern is one where every element within a design (no matter how often it's repeated) combines
to form a whole. This is most common in backgrounds on web and app pages.
In this example, patterns is used with the circular to
add color and excitement to the design.
Depending on the shape and color of the
repeated patterns, you can set a different tone or
mood.
9. UNDERSTANDING THE IMPORTANCE OF: The Golden Ratio
The Golden Ratio is a design concept based on using the Fibonacci sequence to create visually appealing
proportions in art, architecture, and graphic design.
The proportion, size and placement of one element compared to another creates a sense of harmony that
our subconscious mind is attracted to.
Have you ever secretly wondered, ‘What’s so great about
the Mona Lisa?’ The answer is the Golden Ratio.
Otherwise known as The Golden Section, Golden Mean, or
the Greek letter ‘phi’, the Golden Ratio is a very handy
number that helps you create beautiful, perfectly
balanced designs that are aesthetically satisfying on a
deep cerebral level. Cool, huh?
10. UNDERSTANDING THE IMPORTANCE OF: The Rule Of Thirds
In graphic design, the rule of thirds helps designers arrange more complex compositions with multiple
elements.
Using the boxes and grid lines, you can place objects and text according to their importance. This helps to
create space and avoid a cluttered design or visually overwhelming your audience.
The rule of thirds in graphic design divides a canvas into
three even rows and three even columns.
The four central intersections where the lines meet are
the key “hot spots” where you should aim to place your
main subjects, as those are where people's attention
immediately lands.
11. UNDERSTANDING THE IMPORTANCE OF: TYPOGRAPY
What is typography design? In short, typography design is the art of arranging a message in a readable and
aesthetically pleasing composition. It's an integral element of design. Typography doesn't ask the designer
to draw their own letterforms, but to instead work with typefaces that already exist.
12. UNDERSTANDING THE IMPORTANCE OF: TONE OF VOICE
Tone Of Voice: Once you have got the above figured out – You can think more about the external elements
for your piece of work.
1.Identify your target audience. ...
2.Create buyer personas. ...
3.Check out the competition. ...
4.Put aside personal preferences. ...
5.Use typography to speak their language.
6.Choose appropriate colors. ...
7.Include enticing images. ...
8.Think about your content.
Check out the Face Expressions:
13. A.S.Q
1. BY USING WHICH SOFTWARE YOU CAN CREATE VECTOR GRAPHICS?
ADOBE ILLUSTRATOR ADOBE PHOTOSHOP
