What is graphic design? :

Graphic design encompasses a variety of artistic and professional practices

centered around visual communication and presentation.

Different approaches are utilized to create symbols, images, and/or words,

constructing visual depictions of ideas and messages.

When people must express something, typically aiming for sharing information,

the central concern shifts to finding the most effective approach.

GRAPHIC DESIGN THROUGH THE AGES

Graphic design functions as a reflection of the times, mirroring the pulse of society, its trends, and cultural shifts.

This dynamic field has an inherent connection to the world's happenings, drawing inspiration from prevailing world events, political movements, societal changes, pop culture, and music.

The origins of graphic design trace back to 38,000 BCE, during the prehistoric era. Research indicates that well before the advent of graphic design tools, humans demonstrated a gift to communicate through art, as seen in the form of "cave paintings."

1920s - The 1920s embraced luxury and Art Deco due to post-World War I optimism, economic prosperity, and a desire to break away from the austerity of the war years.

1940s - The 1940s witnessed a prevalence of war propaganda in graphic design due to World War II, where governments utilized powerful visual messaging to rally support, convey patriotism, and motivate citizens for wartime efforts. Minimalism in design emerged from the necessity of conserving resources during the war.

1960s - The 1960s were intertwined with the decade's desire for rebellion, self-expression, and a departure from traditional artistic conventions.

1970s - The 1970s embraced boho (bohemian) style as a reaction against the social conformity of previous decades. It represented a desire for individualism, freedom, and a return to nature. The boho aesthetic incorporated eclectic, free-spirited elements, including earthy tones, flowing fabrics, ethnic patterns, and a mix of vintage and global influences.

1980s - The 1980s were a reflection of the era's embrace of technology, consumerism, and a vibrant, bold aesthetic. Advancements in technology, particularly in lighting and color, allowed for the creation of neon signs and bright, eye-catching visuals.

1990s - The 1990s embraced grunge as a rebellious response to mainstream culture. It reflected the disillusionment of the younger generation with societal norms and commercialism.

2000s - The 2000s embraced skeuomorphism and glossy designs in digital interfaces to make technology feel more familiar and user-friendly.

2010s - The 2010s favored flat designs and minimalism in response to the need for clean, user-friendly digital experiences. Flat design simplified interfaces, using clean lines, bold colors, and minimalistic elements to enhance usability and adapt to various devices.

2020s - Some design trends we have been seeing in the 2020s so far: maximalism, 3D design, isometric illustrations, animations.

WHO ARE WE SPEAKING TO (TARGET AUDIENCE)?

Different audiences need to be addressed in

different ways.

WHAT IS THE OBJECTIVE OF THIS

COMMUNICATION?

What is the information that needs to be

passed on to the audience?

WHAT IS THE TONE OF VOICE?

Are we addressing a

serious topic? A fun and

high energy topic? What is

the tone we want to set

for our design project? We

need to make a conscious

effort to match our design

choices to our tone.

WHAT ARE THE LEVELS OF HIERARCHY?

Based on what our objective is, one has

to think about what needs to be

communicated first, and what it should be

followed by.

HOW DOES ONE WANT THE EYE TO FLOW

THROUGH THE PAGE?

The hierarchy mentioned before, along with

elements like color, contrast, size, etc., will

automatically make your viewers eyes go

through the page in a certain way. This can

be manipulated as per your intention.

The answers to these questions are all found using the graphic designer’s “tool kit”,

the elements of graphic design.

4- ELEMENTS AND PRINCIPLES OF GRAPHIC

DESIGN

ELEMENTS

The Elements refer to the basic building blocks that make up a design

composition. They are the tangible components used to create visual projects.

POINT

A point is the most basic fundamental particle of graphic design.

LINE

A line creates connections, divides space, or

can be used as an outline.

SHAPE

Any enclosed structure that has width and

height is a shape.

SIZE

Size highlights what is most important and

attracts attention.

COLOR

Color conveys emotions, sets mood, and

creates visual interest or hierarchy in designs.

TEXTURE

Texture adds depth and richness to designs,

creating visual interest or invoking specific

feelings.

SPACE

Space separates or unifies, highlights, and

provides visual clarity.

TYPE

Typography is the technique of arranging type,

crucial for readability and conveying messages.

PRINCIPLES

Principles are the guidelines or rules that govern how the elements are used

effectively.

Where elements are the tools, principles are the guidelines for their effective

application in design composition.

BALANCE

Achieving visual stability by distributing

elements evenly throughout the design.

Each element on a layout has visual weight

that is determined by its size, color,

darkness or lightness, and thickness of

lines.

CONTRAST

Emphasizing differences between elements

(like color, size, or shape) to create visual

interest.

EMPHASIS

Focusing on a specific element to draw

attention and create a focal point.

Emphasis is used to create a hierarchy of

what should be most important on a

layout.

HIERARCHY

Establishing an order of importance among

design elements to guide the viewer's eye

through the content.

PROXIMITY

Grouping related elements together to

create relationships and organize

information logically.

REPETITION

Using consistent patterns or elements

throughout the design to create unity and

reinforce visual continuity.

ALIGNMENT

Ensuring elements are placed purposefully

and in relation to each other, creating a

clean and organized layout.

WHITE SPACE (NEGATIVE

SPACE)

Utilizing empty spaces intentionally to

enhance readability, balance, and focus

within the design.

UNITY

Creating a visual connection between

various elements to ensure they work

together cohesively, forming a unified and

balanced whole.

WHAT IS COLOR?

Color is the visual perception that our brains interpret when light of different

wavelengths enters our eyes.

Color theory is a set of principles and guidelines that explain how colors

interact, mix, and harmonize with each other. It explores the relationships

between colors, their effects on emotions and perceptions, and how they can

be used effectively in art, design, and visual communication.

THE COLOR WHEEL

A circular diagram that arranges colors in a

structured way, showcasing their relationships

and how they mix together.

PRIMARY COLORS

Primary colors are the basic colors from

which all other colors can be made: red,

blue, and yellow.

These colors are fundamental because

they cannot be created by mixing other

colors together; rather, they are used to

create all other colors in the color wheel.

SECONDARY COLORS

Secondary colors are created by mixing

equal parts of two primary colors

together.

The secondary colors are orange (from

red and yellow), green (from yellow and

blue), and purple (from blue and red).

They sit between the primary colors on

the color wheel.

TERTIARY COLORS

Tertiary colors are made by mixing a

primary color with an adjacent secondary

color on the color wheel. For instance,

yellow-orange, red-purple, blue-green, etc.

These colors sit between primary and

secondary colors.

PROPERTIES OF COLOR: HUE, VALUE,

AND SATURATION

HUE

A color in its purest form, with no black,

gray, or white added.

For example, scarlet, crimson, and cherry

have the same hue – red.

All primary, secondary, and tertiary colors

are hues.

VALUE

Value refers to the lightness or darkness of a

color.

Tint: created by adding white to a color

Shade: created by adding black to a color

Tone: created by adding both black and

white (or gray) to a color.

SATURATION

Saturation refers to the intensity or vividness of a

color. High saturation means the color is more

intense, while low saturation means it's closer to a

shade of gray and less vibrant.

2 ways to lower saturation:

Mix with Gray

Mix with hues opposite on the color wheel

(complementary)

INFLUENCE OF CONTEXT

Colors can appear differently depending

on the surrounding colors or background

due to a phenomenon called color

interaction or simultaneous contrast.

This occurs because our eyes and brains

perceive colors in relation to adjacent or

surrounding colors.

When placed against different

backgrounds, colors can influence each

other, affecting our perception of their

hue, value, and saturation.

COLOR SCHEMES

MONOCHROMATIC COLOR

SCHEME

The monochromatic color scheme uses variations

in lightness and saturation of just one color. This

scheme creates a sleek and elegant look.

Monochromatic colors complement each other

seamlessly, resulting in a calming and harmonious

visual impact.

Pros: uncomplicated and easy to manage, and

always looks balanced and visually appealing.

Cons: lacks contrast. It is not as vibrant as other

schemes, such as the complementary scheme.

Tip: Use tints, shades, and tones of the hue to

enhance the scheme.

ANALOGOUS COLOR SCHEME

The analogous color scheme uses colors that are adjacent to

each other on the color wheel. One color is used as the

dominant color while others are used to enrich the structure.

The analogous scheme is similar to the monochromatic one,

but offers more nuances.

Pros: The analogous color scheme is just as effortless as the

monochromatic scheme, but is richer visually.

Cons: lacks contrast. It is not as vibrant as other schemes, such

as the complementary scheme.

Tips:

Avoid using too many different hues in the analogous scheme;

this may disrupt the natural harmony.

Be cautious while combining warm and cool colors in this

scheme.

COMPLEMENTARY COLOR

SCHEME

The complementary color scheme pairs opposite colors on the

wheel, creating high contrast.

It's crucial to pick one as the main color and use its

complement to add accents.

Pros: The complementary color scheme offers the strongest

contrast than any other color scheme, and is the most

eye-catching.

Cons: far harder to balance than monochromatic and

analogous schemes.

Tips:

If you use a warm color (red or yellow) as an accent,

de-saturating the opposite cool color will help put more

emphasis on the warm colors and create more balance

Be cautious using de-saturated warm colors (e.g. browns or

dull yellows)

SPLIT COMPLEMENTARY COLOR

SCHEME

The split complementary scheme is a variation of the standard

complementary scheme. It uses a color and the two colors

adjacent to its complementary.

This gives a strong contrast but with less tension compared to

the complementary scheme.

Pros: The split complementary scheme offers more nuances

than the complementary scheme while retaining strong visual

contrast.

Cons: The split complementary scheme is harder to balance

than monochromatic and analogous color schemes.

Tips:

Use a single warm color against a range of cool colors to

emphasize the warm color (red versus blues and blue-greens,

or orange versus blues and blue-violets).

Be cautious using de-saturated warm colors (e.g. browns or

dull yellows).

TRIADIC COLOR SCHEME

The triadic color scheme uses three colors

equally spaced around the color wheel.

This scheme is popular because it offers strong

visual contrast while maintaining balance and

harmony.

Pros: The triadic color scheme offers a good

combination of both contrast and balance.

Cons: not as contrasting as the complementary

scheme.

Tip: Choose one color to be the dominant color;

the other two should be used as supporting

colors.

TETRADIC (DOUBLE

COMPLEMENTARY) COLOR SCHEME

The Tetradic (double complementary) color

scheme uses two sets of complementary colors and

offers a wide range of colors while maintaining

balance and contrast, but it can be challenging to

harmonize all four colors effectively in a design.

Pros: The tetradic scheme offers more color

variety than any other scheme.

Cons: This scheme is the hardest scheme to

balance.

Tips:

If the scheme looks unbalanced, try to subdue one

or more colors.

Avoid using pure colors in equal amounts.

WARM COLORS & COOL COLORS

Warm colors typically include reds,

oranges, and yellows. They evoke feelings

of warmth, energy, and vibrancy.

Cool colors, on the other hand,

encompass blues, greens, and purples.

They often create a calming and soothing

effect, evoking feelings of tranquility and

relaxation.

COLOR & SPACE

Color can create a sense of depth by using techniques like color perspective

and atmospheric perspective.

COLOR PERSPECTIVE

Warm colors tend to advance or appear

closer, while cool colors recede or seem

farther away.

By using warmer tones for foreground

elements and cooler tones for background

elements, artists or designers can suggest

depth within a two-dimensional space.

ATMOSPHERIC PERSPECTIVE

This technique mimics how objects appear

in the atmosphere.

Objects closer to the viewer appear more

vibrant and with clearer details, while

those farther away seem less saturated and

blurrier due to atmospheric conditions.

Adjusting colors to become lighter, less

saturated, and cooler as they move into

the distance creates an illusion of depth in

artwork or design.

COLOR PSYCHOLOGY

RED

The color red often evokes strong

emotions and reactions. It's associated

with passion, energy, and action.

Red can increase heart rate and create a

sense of urgency.

It's also linked to love, power, and

excitement, but too much red can

sometimes convey aggression or provoke

feelings of alarm.

ORANGE

Orange combines the energy of red and the

happiness of yellow. The color orange is

energetic and vibrant.

It often symbolizes enthusiasm, warmth, and

creativity.

Orange can evoke feelings of joy,

encouragement, and excitement.

It's associated with friendliness and

approachability, but excessive use of orange

might be seen as overwhelming or too loud.

YELLOW

Yellow is often associated with happiness,

optimism, and energy. It can evoke feelings of

positivity, cheerfulness, and warmth.

Yellow is linked to creativity and intellect,

stimulating mental activity and fostering a sense

of hope.

However, too much yellow can sometimes be

overwhelming or lead to feelings of caution or

anxiety in some individuals.

GREEN

Green is commonly linked to nature, growth, and

harmony. It often symbolizes tranquility, balance, and

renewal.

Green can evoke feelings of calmness, freshness, and

relaxation. It's associated with health and the

environment.

Additionally, green can represent stability and

prosperity. In some contexts, however, green might

be represented as envy or inexperience.

BLUE

Blue is often associated with calmness, serenity, and

stability. It tends to evoke feelings of tranquility,

trust, and reliability.

Blue is linked to peace, depth, and wisdom.

It can have a calming effect on the mind, reducing

stress and promoting a sense of relaxation, but

excessive blue might convey feelings of sadness

Or coldness

PURPLE

Purple is often linked to creativity, luxury, and

spirituality. It combines the stability of blue with the

energy of red, symbolizing mystery, royalty, and

ambition.

Purple can evoke feelings of sophistication,

imagination, and introspection. It's associated with

wisdom, dignity, and independence.

However, too much purple might appear artificial.

BLACK

Black is often associated with power,

sophistication, and formality. It tends to evoke

feelings of mystery, strength, and authority.

Black is linked to elegance, depth, and

seriousness.

It's often used to convey a sense of timelessness

or a sleek, modern look, but in some contexts,

the use of excessive black might be associated

with feelings of heaviness or emptiness.

WHITE

White is often associated with purity, cleanliness, and simplicity. It tends to

evoke feelings of clarity, freshness, and innocence.

White is linked to peace, openness, and new beginnings. It's often used to

represent neutrality or a blank canvas, offering a sense of space and simplicity.

However, white can also be perceived as plain or lacking warmth.