ELEMENTS + PRINCIPLES OF GRAPHIC DESIGN
Design ELEMENTS are the components used to create a design. These components can take the form of paths, text
DESIGN ELEMENTS
frames, images, colors, fonts, paper.
1. LINE
A line is the most fundamental Element of a design. It is a beginning, a
connection, an emphasis. A line has width or height but no depth. Lines
can be straight, curved, solid, textured, weighted, precise, or organic.
2. COLOR
Color is a significant part of design and should be considered carefully
each time a new design is started. Color trends have psychological RGB CMYK
impact and, when designing, are print or web specific. Color can
establish a company’s brand, can differentiate between products, can
add interest and organization. Color is largely responsible for dictating
the mood of a design — each color has something a little different to
say. Green is commonly used when designing for non-profits or the
environment. Red can represent urgency or a call to action while blue is
more calming and often used to promote stability among corporations.
Yellow tends towards more youthful design and can create a sense of
happiness or excitement.
These shapes represent a rooster for
2017’s Chinese zodiac Year of the Rooster!
3. SHAPE
A shape is an enclosed area. In a design, shape is used to draw attention,
add interest, or simply contain information. Shape is two-dimensional.
Like color, shape can have psychological impact: angular shapes can be
masculine while curvy indicates femininity; rectangular communicate
stability and structure; circles are organic yet indestructible. A shape
does not have to be familiar or symmetrical.
4. TEXTURE
In graphic design, texture is a trick on the eye because graphic design
is generally created in two dimensions. Texture implies touch sense to
what is actually ink on paper or color on screen THOUGH certain print
techniques and paper choices can add actual physical texture. Texture
can be organic or geometric. It can add depth to a design and draw
attention or add emphasis.
5. SPACE
The parts of a design intentionally left blank are just as important as
the ones filled with color, text, and images. Negative space creates
shape and can help highlight the most important pieces of information
of a design. Never underestimate the power of simplicity.
ndigrigorio | applied art + design
ELEMENTS + PRINCIPLES OF GRAPHIC DESIGN
Design PRINCIPLES are the ways the ELEMENTS are arranged and organized in order to create an impactful
DESIGN PRINCIPLES
design. PRINCIPLES contribute to the feel, look, style, organization, and overall effectiveness of a design.
1. BALANCE
Balance is the physical distribution of the Elements of a design. BALANCE DI
Balance gives a design its form and stability, and helps to distribute
the elements evenly throughout a design giving an appearance that is
professional and eye-pleasing. Balance doesn’t mean elements need
to be the same size, or that they must be distributed evenly across the
page — it can be symmetrical, asymmetrical or radial. Symmetrical
balance weights the elements evenly on either sides of the design
while asymmetrical uses contrast to even out the flow of the design
(i.e. dark elements are balanced out by light ones). Radial balance is
achieved when elements are organized around a central point.
2. CONTRAST CONTRAST ALI
Contrast is an important Principle of design because it lets you draw
out the most important Elements of a design and add emphasis.
Contrast happens when two design Elements are in opposition to each
other, like black and white, thick and thin, large and small, modern
and traditional. Contrast is what helps guide the viewer’s eyes to the
most important parts of a design and helps organize the information
in an easily digestible manner. Putting one component of a design in
higher contrast to another will establish a hierarchy of information.
Contrast should be on the obvious side. A subtle contrast is often
unrecognizable and mutes any emphasis. REPETITION
3. PROPORTION
Proportion is the size and scale of components of a design. It is the
size of one component and how it relates to the other component(s).
Proportion is responsible for balance, contrast, and visual hierarchy in
a design. It visually establishes the primary information as the focal
point using larger text or shapes to make this information pop. The
size and scale of the secondary message establishes this information
as lower in importance. With the Creative Cloud software, proportion
PRO
can be achieved with precision. Mathematical perfection adds to the
PROXIMITY
harmony and balance of a design.
4. REPETITION
Repetition is organized, purposeful movement. It is an important
Principle because it helps strengthen the overall look of a design.
It can give a design consistency, organize information, establish
balance, and add unity. Repetition can also strengthen a brand which is
essential because a company or individual’s brand should be instantly
recognizable. Avoid being too consistent with repetition, and losing all
contrast and interest.
ndigrigorio | applied art + design
ELEMENTS + PRINCIPLES OF GRAPHIC DESIGN
5. PROXIMITY
Proximity is a matter of organizing chaos. It involves the grouping
together of similar or related elements to create a relationship between
them. Proximity could mean the elements are connected visually by
placement, or by color, font, type, or size. Close proximity implies that
the information is related. Proximity also establishes a hierarchy of
information and directs the eye to follow the path purposefully created
by the designer.
6. ALIGNMENT
Organization. Grid. A clean layout. These are all achieved with
Alignment. Closely related to proximity, alignment is the purposeful
placement of the elements in a design so that they have a pleasing
visual connection to each other. Aligning text blocks, shapes and
images will give a design the structure and framework from which
its creative message can be relayed. Alignment will also direct the
viewer’s eye and further contribute to the hierarchy of information
intended by the designer.
7. DIRECTION
BALANCE
Direction or movement in a design is all about influencing the viewer’s DIRECTION
eye. Direction can bring harmony to a design or purposely evoke
a feeling of friction or unease. The direction established in a design
can create very different moods and thus represent very different
information. Vertical organization of elements establishes balance
while horizontal organization communicates stability. Oblique lines
suggest movement. Direction can be part of a whole design or it can
be applied to components within a design to, again, direct the viewer to
the most important information first.
CONTRAST ALIGNMENT
REPETITION
ndigrigorio | applied art + design
PROPORTION
