1. Graphic Design 2

2. Graphic Design
The art of arranging pictographic and typographic elements to create effective communication.

3. Primary Principles of Design
Unity
Variety
Hierarchy
Proportion

4. Support Principles
Scale
Balance
Rhythm
Repetition
Proximity

5. Elements of Design
Shape
Space
Line
Size
Color
Texture
Typography

6. Unity and Variety
An objective of any design plan is to create a sense of unity throughout the organization of the compositional parts.
Unity is the control of variety.
Variety is necessary to create visual interest.
Managing variety is the art of balancing visual contrasts. It is combining elements that don’t appear on the surface, to have much in common.
Too much variety or random use of it, can cause confusion.

7. Hierarchy Hierarchy refers to an arranged order.
A designer must manage the size, placement, and balance of the elements used so that the viewer can read the image an extract the intended meaning.
Controlling hierarchy determines the path the viewer’s eye takes as it first scans and then studies a design composition.

8. Proportion
Proportion refers to the size relationships in a composition that serve as transparent, underlying structure to the surface design.
Whether the proportions are a given or are determined by the designer, they must be considered as one of the first important considerations in a design plan.

9. Scale (Support Principle)
Proportion and scale are related principles.
Proportion is the size relationships of the design as a whole, scale refers to the size comparisons of the internal parts of the composition.
Scale can be used to create variety and emphasis in a design and help establish a visual hierarchy.

10. Balance (Support principle)
Balance is the visual distribution of elements in a composition. There are two types of balance.
Symmetric: elements are arranged the same or very similar on either side of the central axis.
Asymmetric: also referred to as dynamic symmetry is managing the relationship between negative and positive space and form and counterform.

11. Rhythm and Repetition
Rhythm: associated with music, defined as an alternating occurrence of sounds and silence.
Repetition: follows a pattern of related or juxtaposed elements.
Rhythm in the visual realm can be described in the same way. Replace sound and silence with form and space and the same description work s for graphic design.
Creating a rhythm with visual elements is the choreography of graphic design.

12. Proximity
One of the most critical decisions designers makes is where to place design elements.
Proximity: the placement of elements together and apart from one another is a function of proximity.
The space between 2 or more elements affects their relationship.
You can think of design as a conversation in which the elements talk to each other. The conversation can be quiet and understated, or it can be loud and chaotic.

13. Shape and Space
Shape: figure or mass. Shapes must reflect the intent of the message.
Space can be thought of as an area activated by the other elements.
Graphic design is a discipline concerned with the arrangement of elements in a given space.

14. Line
A line can be thought of as the moving of a point. The path itself determines the quality and character of the resulting line. The path can be straight, it can meander and curve across itself, or it can follow the precise arc of a circle segment.

15. Size Size serves scale and proportion.
Size refers to the physical dimensions of an element of format.
Determining the size of a typeface or a photograph or the dimensions of a poster or display is a basic decision that needs to be made within the context of the overall design objective.

16. Color Color describes the intrinsic hues found in light and pigment.
Color heightens the emotional and psychological dimensions of any visual image.
Colors carry cultural meaning that immediately communicates without the aid of words or pictures.
Color can convey an attitude or mood.

17. Texture Texture refers to the quality and characteristic of a surface.
Texture can be tactile and visual
Like color, texture cannot function as a design element on its own.

18. Typography
Typographic forms are elements unique to communicate design because they play a dual role.
On a formal level, they function as shape, texture, point, and line. But, typographic forms also contain verbal meaning.
It is critical that word forms communicate a verbal message as well as function effectively as graphic elements in a composition.