Graphic Design Basic Elements and Principles
Five basic elements of graphic design: lines, shapes, mass, texture, and color.
- Lines
Lines are one of the basic elements of design. Alone or in combination with other lines or shapes they can aid in the readability, appearance, and message of a design. Use lines to:
- organize
- texturize
- guide the eye
- provide movement
- make a statement
- convey universal meanings
- Shapes
Squares (and rectangles), triangles, and circles are the three basic shapes. Examine their role in design including the psychology of shapes in logo design. Class also touches on freeform shapes. Shape is one of the basic elements of design. Alone or in combination with other shapes or lines they can convey universal meanings as well as guide the eye or organize information. The three basic types of shapes are geometric, natural, and abstract. Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and triangles but also octagons, hexagons, and cones. Natural shapes are found in nature or they can be manmade shapes. Leaves are an example of a natural shape. An ink blob is a natural shape. Natural shapes are often irregular and fluid.
Abstract shapes are stylized or simplified versions of natural shapes. Symbols found on signs, such as the stylized wheelchair shape for handicapped access, is one example.
- Mass
How big is it? Take a look at mass or visual weight of graphic and text elements. It includes a large section on size and measurements for type and paper and images. Mass is one of the basic elements of design. Mass equals size. Each piece you create has a physical mass. Additionally, each element within the design (graphics, photos, lines, text blocks) have their own mass relative to the whole piece. Part of working with mass in desktop publishing is understanding how we measure the various parts of a design such as paper, type, and images.
- Texture
In addition to the actual texture of the paper we print on, look at the textures we create through techniques such as embossing and the visual texture created with certain graphics techniques. Texture is always a part of our designs whether intentional or not. It is the visual or tactile surface characteristics of a piece. In desktop publishing, texture comes from the paper we use. We may also add visual textures through the arrangement of lines and shapes or the use of photographic images of specific surfaces.
- Color
Color symbolism and association. It also touches briefly on the mechanics of color reproduction on the Web and in print. Color is not essential to a good design. Black and white and shades of gray can create 'color' that is just as effective as reds, blues, and greens. However, color is an added dimension that can evoke moods and make powerful statements when used wisely.
Principles of graphic design: - Balance
Symetrical, radial, formal, and informal ways of arranging elements on a page to achieve visual balance is the focus of this class. Also covers the 'rule of thirds' and other structural elements. Our bodies need a balance of nutrients to keep us healthy but every now and then it's OK to feast on chocolate, ice cream, and an entire supersize bag of potato chips. Balance in design is much the same. For most of our reading our eyes and minds are most comfortable with evenly balanced layouts where the graphics don't overpower the text and the page doesn't seem to tilt to one side or the other.
- Proximity
Learn how to arrange elements on the page through proximity -- keeping like items together and creating unity by how close or far apart elements are from each other. Observe a group of people in a room. You can often learn a lot about who is listening intently to another person, which are strangers, or who is ignoring who by how close together they sit or stand. In design, proximity or closeness creates a bond between people and between elements on a page. How close together or far apart elements are placed suggests a relationship (or lack of) between otherwise disparate parts. Unity is also achieved by using a third element to connect distant parts.
- Alignment
While centered text has its place it is often the mark of a novice designer. Learn how to align text and graphics to create more interesting, dynamic, or appropriate layouts. Lack of alignment creates a sloppy, unorganized look. Mixing too many alignments can have a similiar effect. However, it's also OK to break alignment when it serves a specific purpose such as to intentionally create tension or draw attention to a specific element on the page.
For simple arrangements, items can be aligned using the automatic align options in your software. For more complicated layouts the use of guidelines and grids aid in the precise placement of elements.
- Repetition / Consistency
Get an understanding of the importance of consistency for the reader and ways to create a consistent and balanced look through different types of repetition.
- Contrast
Big vs. small, black vs. white. These are some ways to create contrast and visual interest. Learn a variety of ways to use contrast. Contrast is one the principles of design. Contrast occurs when two elements are different. The greater the difference the greater the contrast. The key to working with contrast is to make sure the differences are obvious. Four common methods of creating contrast are by using differences in size, value, color, and type. Contrast adds interest to the page and provides a means of emphasizing what is important or directing the reader's eye. On a page without contrast, the reader doesn't know where to look first or what is important. Contrast makes a page more interesting so the reader is more apt to pay attention to what is on the page. Contrast aids in readability by making headlines and subheadings stand out. Contrast shows what is important by making smaller or lighter elements recede on the page to allow other elements to take center stage.
- White Space
The art of nothing is another description for this principle. View examples of good and bad use of white space and how to avoid trapped white space.
White space is an important principle of design missing from the page layouts of many novices. White space is nothing. White space is the absence of text and graphics. It breaks up text and graphics. It provides visual breathing room for the eye. Add white space to make a page less cramped, confusing, or overwhelming.
source: design-lib.com
