Definition of graphic design

The elements and principles of graphic design

Graphic design is the process of combining text with graphics elements in order to communicate an effective message through the creation of logos, corporate identity, design, brochures, newsletters, posters, signs, and any other type of visual communication.

In order to achieve this, it is important to use the basic principles of Graphic Design. However, do not forget the simple premise that has inspired my motto: “If they don’t think as we do, it does not mean they think badly“. No method of thought can be standardized; each enterprise has its own unique identity.

I don’t want to be a teacher – but just as a partner, a friend, even let my experience in this area serve as guideline for some rules, some basics to be followed:

Let share together some graphic design basics:
Consistent,
Space,
Color,
Font,
Hierarchy.

Consistency: The fonts, colors, photos and layout of your page or logo must look like they belong together. Your target readers/clients need the visual unity achieved by the repetition of color, shape, fonts, and so on. In the magazine business I always use a grid for my master pages: it helps me to design the framework of margins, columns, spacing, proportions that I want to for this specific magazine or brochure.

But, please, sometimes it is important to break up the monotony. Yep, it could be by placing an image inside your double page where it’s not supposed to be, or by adding a tag of fonts to invite your readers to focus on it. However you choose to do it, just keep your reader guessing and wanting to come back for more.

Space: For 25 years I’ve had to fight the same “battle”: some of my clients think that they need to use every centimeter of space on their page by filling it up with a lot of text. Me: I love space. I mean white, pristine space. White is part of my layout, as it also is part of a beautiful page or poster. Do not be afraid if the bottom of your page is empty: Sometimes, empty space looks really nice!

Check out my magazines, click here. You will see white plays an important role. White space is vital in graphic design.

Color: Color is one of the main elements of Graphic Design. The harmony of your page or logo can change dramatically by your choice of colors. They evoke emotions, reactions… Could you imagine Monet’s “Les Meules”, by night? Each tone creates hierarchy, dominance, balance… you have the power to inspire passion or disdain with the same layout just by choosing different tonalities or compositions. The choice of colors is fundamental.

Personally, I always love to work with complementary colors.

Fonts: Don’t dare to think that, whether you build a page in Garamond or Futura, it has the same effect. Choice of fonts, size, alignment, color, spacing are all very important. Each font has its own language, its own verb.

Hierarchy: With your design you will decide what is more important than what, and you will guide the reader through your layout. Your job is to provide a clear hierarchy of elements of information by choosing a big title on the top of your page in Futura bold, for instance. Through your usage of color and shape you will separate the elements that form your page – just be sure not to create too many levels of reading!

In general, the maximum is three levels of hierarchy. Your goal is to design the best possible layout to provide clear information for your readers, helping them find their way through your publication or webpage relatively intuitively, without unnecessary complexities.

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