Visual

Communication
Faculty Name: Sairaj M.
Unit No: 1 Introduction to Design & Principles

• Elements of Design

• Principles of design

• Colour Behaviour

• Design Essentials

• Typography basics
Elements of Design

Advertising design is an art of creating favorable ad

response on the mind of a consumer through design.

Like language design consist of its own language, grammar and principles. Designing is an organised arrangement of one
or more elements and principles in an appropriate assembly to create visually appealing output/design.

Elements of design:

1. Point

2. Line

3. Shape

4. Size

5. Tone

6. Colour

7. Texture

8. Space
Elements of Design

Like language design consist of its own language, grammar and principles. Designing is an organised arrangement of one
or more elements and principles in an appropriate assembly to create visually appealing output/design.

Elements of design:

1. Point

2. Line

3. Shape

4. Size

5. Tone

6. Colour

7. Texture

8. Space
Point

Point is a center of the composition, where eye hits first. We have optical center and geometrical
center. It is comfortable to view optical center over geometrical center.

THE GOOD BOOK

THE GOOD BOOK

Optical Centre Geometrical Centre

Line

Line in a design does not always appear visually but the presence of a
line or following a path appears which helps to guide viewer’s attention
or to bring symmetry in a design.
Shape

Shape is an abstraction of natural or manmade objects. Shape creates a link between two object
which helps to pursue the appearance it a better way. Shapes are used in design many times.
There are only 3 shapes naturally and rest all others are modifications of the same: Circle,
Square/rectangle, Triangle. Shape is also a very important aspect of symbolism or logo.
Size
Placement of 2 or more elements in design varied in size gives a sense of depth or comparison in
a design. By using size element effectively a advertiser can attract attention of viewers
Tone

Tone or value is how dark or light element of design appears. By playing with the tones, we can
simply create beautiful design or depth in the design which can grab attention successfully. It is
also known as visual weights by creating variation in tones or visual weights one can achieve
symmetry in the design.
Color
Colour in a design brings life to it, but usage of colour is very subjective. The colour used by
brands depends on the personality, psychology, culture and symbolism. Sometimes, to make a
design attractive many colours are used but on the other hand if the layout and placement is
good, few colours can bring life to the design. Colour theory represents the use of colours which
also varies industry to industry or based on a region.
Texture

The general definition of texture in graphic design is the surface quality in a work of art. In simpler terms, the texture is the
visual tone of a design. It influences how graphic designs feel and look. Texture can apply to physical surfaces as well.
However, the difference here is that texture in graphic design cannot be felt physically.
Instead, it is implied by how the design is styled. By layering rich graphics upon each other, you can create visual textures
that mimic the actual texture.
Space

Space refers to the area that a shape or form occupies. It also refers to the background against which we see the shape or
form. Space can be defined as positive and negative. The positive space of a design is the filled space in the design—often
it is the shapes that make up the design. Negative space is the background. The negative space in design is as important
as the positive area. Spaces invokes imagination, when we see space in design, it allows us to imagine and roam free. It
creates visual hierarchy to the elements when gaps are created to ensure that the users can find and digest information
presented more easily.
THANK YOU
 Visual
Communication
Faculty Name: Sairaj M.
Unit No: 1 Introduction to Design & Principles

• Elements of Design

• Principles of design

• Colour Behaviour

• Design Essentials

• Typography basics
Principles of Design

For communication to happen, the audience must be able to connect with the message and take the
necessary action upon it. The principles act as a grammar in the design theory. If grammar is not used
properly the words cannot make a meaningful sentence or the context might differ, the same way certain
principles are used in the design so our brain can pursue it & understand it better.

Here are some most used design principles:

1. Proportion

2. Contrast

3. Balance

4. Harmony

5. Rhythm

6. Unity
 Proportions

The ration between height and width is called proportion. In design the proportion is about
relativity. To have a appealing proportion there at least needs to be 2 elements in the design so
our brain can differentiate its size, tone, dimension.

1:1 2:3 3:6

Proportion Example
Contrast

Contrast is the contradiction in color that makes an object distinguishable. In visual perception of the real
world, contrast is determined by the difference in the color, direction, shape, alignment, tone, position and
brightness of the object and other objects within the same field of view. The brain rejects the information
when it cannot focus on single subject, when contrast is incorporated the brain can distinguish between
surrounding and the subject and it can identify the design or the product in it.
Balance

Balance is one of the key point when it comes to arrangement or proportion in design. The weight or
alignment of the elements brings in the balance in the design. As a human we seek balance due to we
being a symmetric creature.

There are 4 types of balance:

1. Formal

2. Informal

3. Formal Radial

4. Informal Radial
Balance example
Balance example
Harmony/Golden Ratio

Good design has been up for debate for as long as we’ve been creating. Once you know
what to look for, you’ll start noticing the Golden Ratio everywhere. The golden ratio is a
natural logorrheic arrangement in nature. We find this arrangement almost everywhere,
from petals to shells, leaves to trees, anthills and many other things. The human eye is used
to seeing this magical number and we subconsciously react positively to it. As designers,
we can use this number to our advantage. Even small tweaks to the way you crop an image
or develop a layout can dramatically improve how your users interact with your design.
Rhythm

Just like in music, certain beats come together repeats in a cycle to create a song. Rhythm refers to the
same visual representation in design. Rhythm can be seen in use of colours, patterns, relationship
between elements which makes viewer’s eyes to get stuck on a certain focal point.
Unity

When different elements come together it forms a design. Variety of elements makes sense or become
whole when they compliment each other. This relationship between different elements of a design works
together and helps to view the composition as one instead of separate parts. To create unity there are
few different techniques.

1. Simplicity

2. Proximity

3. Repetition

4. Continuation
 Unity Examples
Repetition

Simplicity Proximity

Continuation
THANK YOU
 Visual
Communication
Faculty Name: Sairaj M.
Unit No: 1 Introduction to Design & Principles

• Elements of Design

• Principles of design

• Colour Behaviour

• Design Essentials

• Typography basics
Color Behavior

Colours put character into our design. Effective use of colours can not only attract the attention but it
can also convey the emotion, depth, sensation & identity.

Colour shows characteristics of temperature.

According to colour wheel there are warm
colours and cool colours as shown in the
image. The temperature is determined by the
appearance in nature. These colours also
affects our psychology due to its existence
since the beginning. Advertisers can use colour
theories to bring out the brand personality or
key feature.
 Colour Theory Terms

Primary Colours: The three additive primary colours are red,

green, and blue; this means that, by additively mixing the
colours red, green, and blue in varying amounts, almost all
other colours can be produced. We cannot obtain primary by
mixing any other colours.

1. Optical Primary: The colors red, green, and blue are classically
considered the primary colors because they are fundamental to
human vision. All other colors of the visible light spectrum can be
produced by properly adding different combinations of these three
colors. Moreover, adding equal amounts of red, green, and blue light
produces white light and, therefore, these colors are also often
described as the primary additive colors. Optical colours do not
stain the surface e.g. projector screen. Since these colours are
optical/visual digitally we can produce 16 million colours just from
RGB combination.

2. Pigment Primary: The colours which can stain the surface are called
pigment colours. The primary pigment colours are Red, Blue, Yellow.
These colours are called Subtractive colours, as the pigment stain
the white surface.
Colour Theory Terms

The Hue: It is the pure range of colors or family of colours. The color wheel consists of primary,
secondary, and tertiary colors. This includes the three primary colors, red, green, and blue; the three
secondary colors are orange, green, and purple; and the six tertiary colors are yellow-orange, red-
orange, red-violet, blue-violet, blue-green yellow-green. Black, white and gray are not considered a Hue
and are not a part of the color wheel; they are defined as neutral colors. A Hue contains no added black,
white, or gray.

The Saturation: Saturation is purity of a colour. The value of a colour is determined with amount of
colour and amount of grey mix in it. Lesser the grey more pure the colour is and vice versa.

The Tint: The term Tint signifies the lightness of a color. The Tint is the pure color mixed with white; the
resulting tints are often referred to as pastel colors. Brightness of hue and tint are different. The tinted
colours are often called as pastel colours.

The Shades: The Shade signifies the pure color hue with a certain amount of black. The Shade of color
contains no gray. The color Hue remains the same but gets darkened. It is also possible to create a
Shade by adding a darker hue to your base color.
Colour Theory Terms
Colour Wheel Harmonies

Colour wheel is a basis of all designs and colour schemes.

The following colour wheel shows: Primary colours which
are further mixed to get secondary colours and further
they are mixed to get tertiary colours.

By using some techniques we can easily produce great

looking colour combinations for our design.

1. Monochrome

2. Complimentary Colours/Opposite

3. Analogous Arc

4. Isosceles Triangle/Split Complimentary

5. Equilateral/Triad

6. Square/Tetrad

7. Achromatic/No colour
Monochrome Complimentary Analogous Isosceles
Equilateral Square Achromatic
THANK YOU
 Visual
Communication
Faculty Name: Sairaj M.
Unit No: 1 Introduction to Design & Principles

• Elements of Design

• Principles of design

• Colour Behaviour

• Design Essentials

• Typography basics
Design Essentials

Essentials are a set of rules a designer must follow to get a favourable output which can be attractive to
majority of the audience. These essential rules helps to bring out your composition in a unity and helps to
highlight the message or the product incorporated in it. Whatever design you will produce if that lacks
some balance or come across as a weak design it will not be an effective one. To make it effective here
are few essentials we should keep in mind while designing:

• Emphasis

• Proximity

• Alignment

• Hierarchy

• Repetition

• Syntax
Emphasis

All designs made for advertising have some purpose unlike art or paintings, Many elements in an artwork
come together to make a meaningful ad or to highlight a certain element. This particular element which
we want to highlight or make it a focus point is also known as emphasis. Our aim is to attract attention of
prospect customer hence if we are designing for a fairness cream the product will not be at a focus but a
glowing radiant face will be. Because, once the glowing face catches the attention then only the audience
will want to know more about the product. We can use techniques like eye contact, colour, overlap,
dominance, isolation, pattern to put emphasis on a certain element.
Proximity

Proximity is a technique where, our mind suggests that two item which are kept closely are related in one group. The
proximity can be use to highlight an object or to increase its belongingness toward a certain thing.
Alignment

Alignment is the placement of visual elements so they line up in a composition. A design if not aligned
properly will appear floating across the canvas/media. It is an invisible line which make the design
aesthetically pleasing by keeping objects in a single line.

Edge Alignment

Centred Alignment
Hierarchy

Hierarchy is the principle which is used in arranging design elements to show the order of importance. A
specific element can be highlighted using hierarchy principles. To highlight a main or important element
one can use these characteristics:

Size: Bigger size objects can be noticed easily

Colour: Bright colours can be used to attract attention towards a key point

Contrast: Dramatic contrast can well define the main object in the design

Alignment: A non aligned object which is the focus can stand out from the rest

Repetition: Repeated style make the content related

Proximity: Closely placed elements appears to be in a single group

Isolation: Negative space makes the focus point stand out of the whole design

Texture: Rich texture draws attention over using flat appearance

Repetition
Reuse or repeating similar elements throughout your design brings sense of unity and consistency.
Repetition is seen in patterns, colours or in size.
Syntax

In simple term syntax is what you say must match with what you see. Here, the design and message is
presented graphically using minimum or no words. To convey the message various elements mentioned
before are used.
THANK YOU
 Visual
Communication
Faculty Name: Sairaj M.
Unit No: 1 Introduction to Design & Principles

• Elements of Design

• Principles of design

• Colour Behaviour

• Design Essentials

• Typography basics
Typography Design

It is an art of arranging a message in a readable & aesthetically pleasing composition. It is an integral

part of design. Typography already exists, the designer have to make decisions like selection of font,
size/height, shaping, line spacing which goes with the layout.

Typeface Vs. Font:

As a designer we should have thorough knowledge of typography as it will be easier to communicate the
exact message to other designer or to be on the same page if two or more designers are contributing to
a project. Typeface is like a surname and fonts are specific names of typeface.

Arial | Arial Bold | Arial Narrow | Arial Rounded

Montserrat | Montserrat Extra Light | Montserrat Extrabold | Montserrat Bold Italic
Typeface Terms

Typeface structure varies according to the proportion between four lines used for script writing.
Following image shows general terms with reference to four line structure of typeface. The size is
determine by pt. which is the bottom of the letter to the shoot of the letter. All characters are not of the
same physical size for a given font size.
Typeface Classification

Typefaces are classified mainly into 5 categories according to their structure.

Serif: Serif fonts have small decorative flicks at the ends of each stroke, mimicking a quill or
pen. They originated in the mid-1800s and have stayed popular because of their readability
and visually appealing form. Magazines, books, newspapers, and most long-form print
formats use serif fonts.
Typeface Classification

Sans-serif: In typography and lettering, a sans-serif, sans serif, gothic, or simply sans
letterform is one that does not have extending features called "serifs" at the end of strokes.
Sans-serif typefaces tend to have less stroke width variation than serif typefaces.
Typeface Classification

Script: Script typefaces are based upon the varied and often fluid stroke created by
handwriting. They are generally used for display or trade printing, rather than for extended
body text in the Latin alphabet. Some Greek alphabet typefaces, especially historically, have
been a closer simulation of handwriting.
Typeface Classification

Decorative: Decorative, or display, fonts come packed with personality. These fonts
are highly decorated versions of sans serif, serif, script, and other font styles. The point
of using a decorative font is to grab attention with a really unique look
Typeface Classification

Distressed: Distressed typefaces cover a lot of ground. Some replicate the irregular
contours of brush strokes, broken or distorted font style. Others capture the organic texture
of parchment and stone, or approximate the low-tech look of woodcuts, stencils and rubber
stamps. A well-designed distressed face should look believably random, without obvious
repeated motifs.
Combinations in typography

In design we all think of the font even before designing the layout. Whether the design is a poster,
corporate document, digital post, packaging or making an app. We decide the tone and typeface at a
very primary levels. In principles we learnt contrast creates a pleasing appearance in design, but when it
comes to typefaces too much of a contrast spoils the design. Also, if single typeface is used across the
design it looks boring and monotonous. How do we solve this problem?

All the typefaces comes with certain characters of their own. Typefaces are categorized in their families.
We need to use compatible fonts to bring the appealing look. Too many fonts in a design and brain
rejects the information making it less appealing.
Combinations in typography
Concordant & Contrast

As we saw in previous example, too many typefaces does not bring contrast or irregular placement also
is not a good idea for a design. To avoid these problems we use concordant which is using one family
typeface. It avoids the risk of mismatching the typeface. If using arial as a typeface in a design then, using
arial regular, bold, semi-bold, italics will bring concordance in your design. As a beginner it is safe to use
concordant in a design.

Contrast is what we saw earlier in the principles of design. Similarly, various typefaces can be clubbed
together to create beautiful looking design. More than two fonts create confusion on the focal point of
the design hence it is proffered to use 2 fonts and the families to bring out the variation in design. Focal
point of a design can remain intact by using bold or heavy/long/big family of a typeface.
Treatment

It refers to the modification in the natural structure or default proportions that are set for a typeface. By
altering the default values we can get variations in the typeface creating unique looking output which can
be used as a logo or title in a design. Treatment is of following type,

Kerning: Space between two specific characters.

Tracking: Space between group of words.

Leading: Space between consecutive text lines.

Scale: The ratio between height & width of character.

Treatment

Kerning: Space between two specific characters.

Treatment

Tracking: Space between group of words.

 Treatment

Leading: Space between consecutive text lines.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Fusce quis odio a massa interdum congue nec ac diam. Fusce quis odio a massa interdum congue nec ac diam.
Duis ac augue a nunc convallis tempus. Nulla facilisi.
Duis ac augue a nunc convallis tempus. Nulla facilisi.
Nunc tempor enim et risus tempus efficitur. Suspendisse
Nunc tempor enim et risus tempus efficitur. Suspendisse
rutrum libero nec luctus rhoncus. Suspendisse nec iaculis
nibh. Phasellus sagittis eros quis rhoncus cursus. rutrum libero nec luctus rhoncus. Suspendisse nec iaculis
Suspendisse euismod, sem eget viverra elementum, nibh. Phasellus sagittis eros quis rhoncus cursus.
purus nunc semper augue, scelerisque sagittis nulla Suspendisse euismod, sem eget viverra elementum,
lacus ut leo. Phasellus ut dapibus eros, non aliquam purus nunc semper augue, scelerisque sagittis nulla
dolor. Cras in commodo dolor, vitae tempus risus. Ut
lacus ut leo. Phasellus ut dapibus eros, non aliquam
eget consectetur mauris, quis iaculis felis. Aenean in
dolor. Cras in commodo dolor, vitae tempus risus. Ut
egestas mauris. Duis et risus felis.
eget consectetur mauris, quis iaculis felis. Aenean in
egestas mauris. Duis et risus felis.
Treatment

Scale: The ratio between height & width of character.

Examples of typographic design
THANK YOU
 Visual
Communication
Faculty Name: Sairaj M.
Unit No: 2 Brand Identity- Ground Zero

1. Logo and symbolism

2. Layout and types of layouts

3. Use of picture

4. Packaging & Experience

Logo and symbolism

Push and Pull of marketing are two opposite aspects of one industry. While at some places push
marketing works while at some places pull marketing works. In simple words marketing is a push while
advertising creates a long term impact over the audience making it a pull strategy
Importance of a logo

When you’re considering all of the factors that go into building a

business, creating a logo might not seem like a top priority. So, why is a logo
important? Because it grabs attention, makes a strong first impression, is the
foundation of your brand identity, is memorable, separates you from competition,
fosters brand loyalty, and is expected by your audience.
Importance of a logo

1. It Grabs Attention:
Attention spans are short these days –
especially consumers’.
As things stand, companies have
about 2 seconds to convince potential
customers that their products are
worth any consideration.
Your logo. A logo can quickly grab
viewers’ attention and communicate a
company’s core values in an
interesting way. That short attention
span – the one that causes consumers
to judge your business by its
appearance – can work to your
advantage, if you have a solid logo to
speak for your company.
Importance of a logo

2. It Makes a Strong First Impression:

A logo is a company’s first introduction to consumers. If designed well, it can
pique the interest of the public and invite them to learn more about the
company; if not, you’ve just alienated a potential customer base and basically
tanked your business. This first impression is your way to
immediately communicate ownership over the product(s) you sell or niche you
dominate.
Is your financial advice particularly helpful for solopreneurs? Your logo
introduces your company as an authority in your professional space
Importance of a logo

3. It's the Foundation of Your Brand Identity:

Successful branding is about telling a story that will influence customers’
emotions – plain and simple. And, while it’s true that logo design is only a part of
a company’s brand, it serves as the foundation for the entire narrative on which
the brand is built. Colors, tones, fonts – all of this is determined by the story
you’re trying to tell, and your logo sets the stage for this story.
These elements will later translate from your logo onto all of your branding
materials – letterheads, business cards, landing pages, you name it – creating a
concrete, marketable brand identity.
Importance of a logo

4. It is Memorable:
Your logo leads the horse to water. Logos are a point of identification; they’re the
symbol that customers use to recognize your brand. Ideally, you’ll want people to
instantly connect the sight of your logo with the memory of what your company
does – and, more importantly, how it makes them feel. Because a good logo is a
visual, aesthetically pleasing element, it triggers positive recall about your brand
that the name of your company alone might not. And, if we’re all being honest,
some of your audience will likely forget the name of your business, but they’ll
immediately associate your logo with their memories of your brand.
Importance of a logo

5. It Separates You From Competition:

Dare to be different with your logo,
because your company logo tells
consumers why your business is unique.
Sure, maybe there are 50 other coffee
shops in your city, but yours is the only
one that’s committed to sustainability,
and your green, earthy logo drives that
message home.
A well-designed company logo can
communicate everything from the
company’s background (professional,
relaxed, fun) to their mission
(entertainment, efficiency, and
innovation) through the right icon or
proper font. In other words, your logo is
the forum to both convey your values
and show consumers why you’re not like
your competitors – you’re better.
Importance of a logo

6. It Fosters Brand Loyalty:

As your brand grows, your logo is going to become more familiar to a wide range
of consumers, and this familiarity creates the perception that you’re trustworthy
and accessible. Think about it: When you’re out shopping for workout gear and
suddenly spot track pants with the Nike swoosh, you’re instantly ready to
buy. Why? Because with Nike apparel, you know you’re in safe hands; Nike is a
brand you trust. Trust is built on a well-designed logo, and brand loyalty is quick to
follow. Once they like you, your customers are going to seek you out again and
again – and your logo is the thing they’ll look for first.
Importance of a logo

7. Your Audience Expects it:

Your logo is the first thing that your audience will look for when they see any
communications from your brand. It should be front and center of all your
marketing materials such as business cards, flyers, advertisements, etc.
If you don’t have a logo (and one that stands out), then you are missing an
opportunity to make your business stick in the minds of your audience.
Logo Designing

While designing a logo, brand personality should be the main focus along with the name, colours,
design etc. A logo without personality is a body without a soul. Some names carry their own
character and personality. This by default character should relate with the brand if using those
words.
E.g. Can we use the word “DOVE” for a sports brand? Can we use Everest to represent a hair care
brand? Can we use the word Hot & Spicy for a ice-cream brand?
With the given examples we see that the name we select for a brand should reflect the same
characters as the brand itself. The personalities of both the elements should be in a harmony.
Names of the brands are based on various aspects like:
Family ownership
Attribute orientation
Coined terms
Stylized conversion
Philosophy based
National/Regional name
Object of value
Family ownership name

In earlier days of trade merchants selling products/services were known by the names
because of the less competition. Over the years few business have lasted or few have
became a conglomerate. This builds the reputation and family name becomes a brand name
which gains trust. Family owned name generally become a great participant of building
trust.

Names likes Ford, Bajaj, Tata, Goldman Sachs, Lamborghini, Gates foundation, Godrej,
Raymond are few names who has enjoyed the benefits which comes with family owned
names.
Attribute orientation

When a brand tries to showcase the attribute attached with them through the name. All
brands carry certain (USP, Quality or Best Known for) using it for the benefit of business
which projects over the customer in shaping their opinion for a longer period of time.

E.g. The name Reliance projects the promise of reliability over the customer. The name
Jaguar represents Jaguar like sound from the engine. Kwality used wordplay which still
sound like quality projecting their attribute.

Pioneer, Google, Supreme, Play doh, Red Bull, Dollar Stores, Amazon etc.
Coined terms

Some brand creates their own names which consist of properties of the product or contents of the
product which gives out a fresh name with best recall and are easier to connect with the customer.
E.g. Santoor (a soap made from Sandalwood and Turmeric)
Flipkart (a shopping trolly is flipped meaning giving a new way of shopping)
GoodKnight (a night ranger who helps you get undisturbed sleep)
Fevistick, Feviquick, Googlepay, PhonePe, Snapchat, Billdesk etc.
Stylized conversion

Westernized versions of native names is a trend to make the brand appear polished and unique
providing it with a status by default.
Pantaloons (comes from hindi Patloon)
Lakme (comes from the word Lakshmi, which is the status of a women in India)
BigBazaar (comes from hindi work for market)
Tyga (comes from Sanskrit word Tyag- to sacrifice)
Yoda (comes from the word Yoddha)
The name of their airline brand Vistara was derived from the Sanskrit word Vistaar’ which means a
‘limitless expanse’.
Croma, which means ‘purity of colour, the brightest a hue can be.’ The a at the end of the word
Chrome gives an Indian touch.
Philosophy based

The use of philosophy in naming a brand which in turns

portray the brand personality or purpose.
E.g. Gillette Venus (Venus represent female hence Venus is
named as female range of products.)
Tesla (Nikola Tesla as inspiration)
National or Regional name

Brand names which includes the place of origination, such brands

proudly show the roots or the belongingness or sometime they
try to achieve location based perception benefits.
E.g. Hindustan Unilever, Indian Oil, HP, Balmain Paris, Taste of
Punjab, Karachi Bakery
Object of value

Object of value or Fancied term works as per the audience perception. The brand tend to stylize
names with different appearance. The audience usually perceive foreign names with imported or
high quality product. The Indian/Sanskrit names helps to achieve organic or ayurvedic perception
from audience. Cosmetic brands usually use French names as audience prefer brands emerged from
Paris. But same does not work in other industry with French name.
The object of value works this way, using a well established connection of a place or object which
helps to persue the audience in a better way.
E.g. Himalayas, Patanjali, Sabyasachi, Keshkanti, Kailash Parbat, Anna Idli etc.
Designing the Logo: Typography

Logos which are also called as wordmark are made of typographic representation. Simple text logo
may look simple and readable but is it able to communicate your brand message or what your
business is about?
Some brands use unique typefaces or use familiar typeface but with some creative treatment on it
to make it look unique and stand out from others.
Unique typeface logos: SONY, Pioneer, Onida, GUCCI, Burberry, Barbie, Google

Typeface with creative treatment: IBM, Netflix, VISA, OlAy, Kleenex, Mobil, Ferrari
Designing the Logo: Shape inspired

In the basics of design we saw shapes and its use. Shape is the one of the element of any design,
different shape come together to form a logo which if placed in a proper orientation or overlaps, it
will create a meaningful design which we can use for making a logo.
Colors, Logos, Packaging have personality similarly the shape represent certain traits. A circle
represents continuity, infinity. A triangle represent strong roots and balance. A square represents
equality, stability, logical etc.
Similarly, various shapes and forms can be used to represent many possibilities and exactly
resemble the business or the mission of the business.
Designing the Logo: Visual Communication

Visual communication, as the word suggest “communicating the message through visuals.” Few
designers are able to effectively communicate message of the brand using minimal elements with
existing meaning or personality which transforms the logo with combined personality and making it
unique in its way. As a designer, visual communication requires lots of research as the resemblance
may not be communicated to the audience in a way he wants them to perceive it. Keeping few
things in mind like location, target audience, nature of business can impact the meaning and the
way audience perceives it. Few brands plays it smart as they emerge into the market they use such
idea for logo and later when the brand is recognized at a scale which is required then they opt for
rebranding making it look like a well established deep rooted company.
Before After
Designing the Logo: Expression

Expressive logo design is a clever amalgamation of logo resembling its meaning which make a
visual and mental impact on the audience. Sometimes the brand itself modify the logo to introduce
its new range of product which resembles the meaning and convey the message directly. In the
world of advertising whatever efforts we put in designing a logo it must be a combination of
simplicity and meaning. Clumsy logos might standout in a regular background but do not provide
any benefit on a long term. It is not a “campaign” it is a “logo.”
 WHY LOGO HAS TO
BE SIMPLE?
What makes a simple logo so compelling is clarity. A logo is one of the most important parts of your
brand identity. It’s what people see first when they think about your company. A memorable logo is
of enormous value to a company, especially in attracting customers. The traits of winning simple
logos include: Instantly recognizable, Provokes emotion, Is memorable, Visibly appealing.

Effective logos follows the concept knows as, Less is More

A logo designer knows that the most effective logos are deceptively simple in logo design. But it’s
not just creating a simple design; it’s about conveying your product’s message by the most efficient
means possible. Do lots of research and use these tips, put new ideas.
Checklist for Simple Logo: 7 Checkpoints

1. Recognizability
One of the most influential factors of having a simple logo is that it should be recognizable at a
glance. Your subconscious mind must be able to recognize it as familiar long before your conscious
mind has time to individually examine it. Therefore accomplishing this with your logo is both a
science and an art form.
Your logo must bring your particular brand to mind within a fraction of a second, and the quicker,
the better.

2. Prompt Emotional Reaction

A great logo is not only instantly recognizable, but it should also elicit an immediate emotional
reaction. When the logo is simple in design, the mind can process it more quickly and efficiently to
take over your sensitive side. When a logo has a complicated design, it requires too much cognitive
processing to have an emotional impact.
Checklist for Simple Logo : 7 Checkpoints

3. Memorable
The underlying reality of design is that simple logos are more memorable. When designing a logo,
the intent should immediately make the viewer associate it with the product or service it represents.
This isn’t nearly as easy as it sounds. Our world is flooded with an endless stream of corporate
logos daily, and every day on signs, buildings, and social media, yet few can cut through the clutter
and become memorable.
Another aspect of a great logo is that it can stand the test of time. For example, the Coca-Cola logo
hasn’t been updated in over 50 years. No need to because it’s still as fresh and competent as half a
century ago.
The hard truth is that if your logo isn’t memorable, it’s useless and could do more harm than good.

4. Aesthetic Appeal
The next factor to consider when designing a logo must be visually appealing. An attractive logo creates an
appreciation of the brand.
Simple designs are typically the most beautiful. Believe it or not, understanding a simple design’s value and
power often takes an educated and discerning eye.
Remember that no matter how complex or straightforward a design might be, it will not benefit your
company if it isn’t easy on the eye.
Checklist for Simple Logo : 7 Checkpoints

5. Industry Relevance
Designing a relevant logo for your industry overly can be dangerous, especially in the long run. For
example, if you own a hotel and include an image of a hotel in your logo, your company name will
always be explicitly associated with hotels.
This could be fine in the short term. Still, your company might expand in the future, diversifying to
include other types of business, forcing you to consider completely revamping your original logo.
It’s a tricky line to walk, but we suggest reconsidering choosing an overly industry-relevant design.

6. Ease of Recall
The beauty of a simple logo design requires less cognitive processing. Think of it this way: is it
easier to remember one sentence or an entire paragraph? Large amounts of information exhaust
our brains. The human attention span is less than that of a goldfish. We don’t want to stare at a
puzzle until we figure it out.
Did you know there is a correlation between good design and mental well-being? Good design has
a calming effect reducing stress and anxiety. So with most decisions being 80% emotive, your logo
can create a feel-good impression every time!

KISS Approach! It always stands out

Checklist for Simple Logo : 7 Checkpoints

7. Clarity of Message
Your logo should clearly communicate who you are and what you offer. The most effective logo
design globally is a failure if the average consumer has no idea of your brand. Your logo and brand
should be inseparable. A convoluted brand message is of no value to your company.
This is why your logo needs to be simple yet targeted. Remember to keep it concise. What is your
brand? What is your message? Your logo should say it all. The instant people see your logo, they
should have all the information they need to have a complete emotional reaction. This is the
moment they decide about you, good or bad.
THANK YOU
 Visual
Communication
Faculty Name: Sairaj M.
Unit No: 2 Brand Identity- Ground Zero

1. Logo and symbolism

2. Layout and types of layouts

3. Use of picture

4. Packaging & Experience

What is layout?

The basic meaning of layout is ‘to lay-out’ the various elements on some media with some logical
structure which provides aesthetically pleasing output. Planning for a design is known as layout.
Layout person is the architect of a graphic design plan. Both skills and imagination is required to
develop a layout.
In media field the layout is known by various names, in advertising it is called advertising layout, in
newspaper it is called press layout, for magazine it is page layout and all pages together are known
as dummy. An exhibition stall prototype or a sample visualization of a product design is called
mockup. A 3D item which is used instead of actual item while shooting is known as dummy and in
TV, film the series of shot layout is known as story board.
Stages of layout

The stages of layout design typically involve the following steps:

Crude sketches: This is the initial stage of the layout design process where the designer creates
rough, hand-drawn sketches to explore different ideas and concepts. The sketches help the
designer to quickly test out different ideas and get a sense of what might work. This stage is similar
to brainstorming. One can draw thumbnail sketches that is folding A4 sheet into 8 rectangles and
getting many layout ideas out.
Stages of layout

Rough layout: Once the designer has settled on a general direction for the design, they will create a
more detailed rough layout. This layout includes more precise shapes, lines, and proportions, and
begins to incorporate the elements of the design such as text, images, and graphics. Rough layout
varies from rough to finished rough layout. A designer can go back and forth in rough layout design
to incorporate changes before finalizing the graphic and moving onto the production. Rough layout
is what usually goes to seniors or a client directly to support your idea of the design.
Stages of layout

Finished layout: In the final stage of the

layout design process, the rough layout is
refined and polished to create a polished,
professional-looking finished layout. This
includes adding color, refining
typography, adjusting spacing and
alignment, and making any other
necessary changes to ensure that the
layout is visually appealing, functional,
and meets the requirements of the
project. Throughout the layout design
process, the designer will often go back
and forth between these stages, making
revisions and refinements as needed until
they are satisfied with the final result.
Types of layout

With the use of graphic principles, we get few different types of layout depending on the weight
given on a particular element. To use the layout effectively we need to understand the graphic
principles and elements in depth.

1. Mondrian layout
2. Picture window layout
3. Copy heavy layout
4. Frame layout
5. Circus layout
6. Multi panel layout
7. Silhouette layout
8. Big type layout
9. Rebus layout
10. Alphabet inspired layout
Types of layout

Mondrian Layout: Named after the

famous Dutch painter, Piet Mondrian,
the Mondrian layout is characterized
by bold blocks of color, clean lines, and
an emphasis on geometric shapes. This
layout style is often seen in modern,
minimalist designs and is inspired by
the De Stijl art movement. This layout
type is usually used for book covers. A
canvas is divided into vertical or
horizontal rectangle and the design is
divided accordingly. In today’s time we
see newspaper is still based on this
layout type. We do not see visible
rectangles and lines but it is closed to
the Mondrian layout as it has indirect
grid layout formation.
Types of layout

Picture Window Layout: The Picture

Window layout is a type of layout where a
large central image or photograph takes
center stage. This image is often
surrounded by negative space, giving it
prominence and creating a clean,
uncluttered look. This layout is popular in
web design, particularly in portfolios and
photography sites.
Types of layout

Copy Heavy Layout: As the

name suggests, a Copy Heavy
layout prioritizes text and
written content over visual
elements. This layout style is
often seen in informational
websites, such as news sites,
and is characterized by a lot of
text, little visual distraction,
and clean typography.
Types of layout

Frame Layout: The Frame Layout is a

type of layout that features a border or
frame around the main content area. This
frame helps to draw the eye to the center
of the page and provides a visual
hierarchy, making it easier for users to
understand the content. This layout style
is often seen in photo and art galleries,
where the focus is on the images.
Types of layout
Circus Layout: The Circus Layout is a fun and playful layout style that takes inspiration from the
excitement and energy of a circus. This layout style often features bold colors, patterns, and
typography, and is characterized by a mix of different visual elements, such as images, illustrations,
and text. This layout style is often seen in websites for kids or entertainment-related businesses.
Types of layout

Multi-Panel Layout: The Multi-Panel Layout is a type

of layout that breaks up a website or page into
multiple panels or sections. This allows for a more
organized and structured way of presenting
information, and makes it easier for users to find
what they are looking for. This layout style is often
seen in e-commerce sites and portfolios.
Types of layout

Silhouette Layout: The Silhouette Layout is a type of layout that

features a central image or illustration in the form of a silhouette.
This central image is often surrounded by negative space, giving
it prominence and creating a clean and simple look. This layout
style is often used in minimalist designs and can be seen in a
variety of websites, including portfolios and fashion sites.
Types of layout

Big Type Layout: The Big Type Layout is a type of layout

that emphasizes typography, with large, bold text being
the main visual element. This layout style is often seen in
websites for creative agencies and design studios, where
the focus is on the typography and the messaging.
Types of layout

Rebus Layout: The Rebus

Layout is a type of layout
that combines text and
images to create a puzzle
or play on words. This
layout style is often used
in advertising and
marketing, and is
characterized by the use
of visual puns and double
meanings.
Types of layout

Alphabet Inspired Layout: The Alphabet Inspired Layout is

a type of layout that takes inspiration from the shapes and
forms of the letters of the alphabet. This layout style is
often seen in logos, branding, and typographic designs,
and is characterized by the use of type as a visual element.
THANK YOU
 Visual
Communication
Faculty Name: Sairaj M.
Unit No: 2 Brand Identity- Ground Zero

1. Logo and symbolism

2. Layout and types of layouts

3. Use of picture

4. Packaging & Experience

Use of picture

Images are part of everyday life.

They depict the world that we see and they are all
around us: on screens, walls, catalogues and
packaging. But images are also “mental images”.
They are ideas, concepts and representations that
we find in photography, painting, illustration and
cinema. Images are highly effective communication
tools, whether they are of real objects, people or
places, or more abstract. We attribute images with
greater communicative power than we do other
elements: as the saying goes, “an image is worth a
thousand words”. In graphic design, images help
create a connection with the text and can clarify
the information presented in a layout by adding
meaning and evoking associations. An image on its
own, however, is not enough to be meaningful. Its
meaning changes depending on its context and
position, in other words, the way it’s used. In the
right context, even an abstract image like a yellow
circle can bring to mind the sun. In the wrong one,
a photo of real people can confuse the public.
Meaning of Imagery

Imagery is a visual representation of items, people, scenery, and ideas through photos, illustrations,
drawings, and graphics. In graphic design, images are part of visual language, which helps
communicate information quicker than text. In fact, studies show the human brain responds to
visuals 60,000 times faster than the written word. The goal of images in graphic design is to help
consumers understand the product or service being portrayed. Graphics that contain high-quality
images bring more sales and improve customer satisfaction. Also, studies show customers are more
likely to buy from companies that invest more in graphic designers and high-quality images.
Images have a certain feeling attached to them, and it is important to keep in mind that pictures
with humans attract more views than pictures without. It will feel more relatable and trustworthy,
especially if the picture focuses on the face.
Main category of image

There are four main categories of images in graphic design:

• Photos
• Illustrations
• Drawings
• Graphics
Photos

A photograph is a visual representation of an object, person, place, or idea using one or more
photographs. Photos convey information about people, places, objects, and ideas. They can
be static or dynamic, still or animated.
You can take photos by taking them yourself—you need a camera, a lens, and a lot of time. A
cheaper and time-saving alternative is stock photos; you pay a few cents for a professional
photo. They are concrete, pure, environmental and reliable hence, it is way easier to grab
attention or to convey the feelings using real-life images.
Photos: example
Illustrations

An illustration is a visual representation or interpretation of a concept, idea, or story. It can be

created through various mediums such as drawing, painting, digital art, pen and ink, pencil, brush,
crayon, marker, charcoal, pastels, crayons, watercolors, gouache, graphite, chalk, or any other
drawing tool. They can be static or animated. The main difference between a graphic and an
illustration is that a graphic is typically a design element with a functional purpose, such as a logo
or infographic, whereas an illustration is a standalone artwork that is meant to convey a message or
story. Graphics tend to have a more precise and technical style, while illustrations can be more
expressive and stylized. Illustrations can be found in a variety of contexts, such as books,
magazines, advertising, and digital media. They can serve a wide range of purposes, including
enhancing the aesthetic appeal of a product, explaining complex concepts, or adding emotional
impact to a story.
Illustrators often use a variety of techniques and styles to create their work, including hand-drawn
or digital methods. They may also use different color palettes, textures, and shading techniques to
create a unique visual style that captures the essence of the concept or story they are illustrating.
Illustrations: example
Drawings

Drawings are the simplest form of illustration. It is a visual representation made by hand or with a
drawing tool, such as pencils, pens, or charcoal. Drawings can be used for a wide variety of purposes,
including artistic expression, technical documentation, or communication of ideas. Drawings can take
many forms, from simple sketches to detailed and complex compositions. They can be created using
a range of techniques and media, including line drawing, shading, cross-hatching, stippling, and
more.
In summary, a drawing is a hand-drawn or hand-made visual representation, an illustration is a visual
representation created to accompany or communicate a message.
Drawings: example
Graphics

Graphics are images which, using just a few elements, try to convey a concept, as seen in icons and
brands. Unlike illustrations, graphics are simplified to the point where often all that’s left are shapes
and symbols that describe the subject. It is usually made using shapes and lines and can easily be
predicted by anyone. Graphics are visual representations that are designed to convey information
or data. Graphics can take many forms, including charts, graphs, diagrams, maps, and infographics.
They are often used in business, science, education, and journalism to help explain complex
concepts or present data in a clear and accessible way.
Graphics: example
Identify types
How to use Images effectively in your design

1. Know It’s purpose

2. Choose high-quality images
3. Ensure better contrast
4. Use what’s relevant
5. Have a clear point of focus
6. Match the colour palette
7. Use royalty-free images
8. Choose images that show people
Know It’s purpose

Before you choose an image, Know the goals of your project, Know the message you want to
convey, Know the emotions you want to evoke. It will help you figure out what you want to say,
what emotion or experience you want your user to have while using your product, choose the
right imagery to convey your message, and help you stay relevant.
Choose high-quality images
Your audience will judge your product right away in the first look and If they can’t even see the
images properly then your product has already given them a bad “first impression”. There are tons
of great resources out there with high-quality stock images if the producing high quality images is
not possible at source. High quality images by default gives the impression of the product or
service being top notch.
Ensure better contrast

If you are using text on the image then make sure that they have a clear contrast between them.
Because it makes the text/message difficult to read and will make them put in efforts to read. This
can be a make or break for the user.
Use what’s relevant

Make sure the picture you choose matches the message you want to convey. Because every
image has something to say, a story to tell. Figure out the story you want to tell and make sure
you are telling the same story or evoke the right emotion for everyone by using the right image.
Using irrelevant images can create confusion and they take up unnecessary space and make your
design feel cluttered. Using what is relevant will help your user to feel that they are in the right
place, It will evoke the right emotion rather than making them feel confused.
Have a clear point of focus

To convey a clear message or to grab their attention, you should have a clear focus. It will also help
the user to understand what you want to convey through the image, by just clearing the noise. Nike
does a great job by creating a clear focus on the shoe, grabs users’ attention instantly, and without
any irrelevant information. Image Credit: Nike
Match the color palette

When choosing images for your graphic design, it’s important that you consider the color
palette of your project. It’s recommended that you use images that complement each other.
For example, if you’re designing a website for a restaurant, it would be wise to choose an image
that matches the colors of the menu.
If you’re designing a logo for a business, choose images that represent the company’s brand. In
any case, avoid images with bright primary colors. This may sound obvious, but when working
with designers, this step is easily overlooked.
Use royalty-free images

Royalty-free images are the safest way to go. They cost anywhere from a few cents to a few
dollars, but you can be sure you won’t get sued. Alternatively, you can use Creative Commons
images from free stock photo sites, but they aren’t verified. Also, they don’t offer a liability
release, a guarantee that protects you from lawsuits.
Choose images that show people

When choosing photos for your graphic design, opt for images that feature
people rather than landscapes or abstract subjects. It’s been proven that
people more easily identify with an image of another person than inanimate
objects. Also, people are more likely to remember faces, which makes your
design more memorable.
Importance of images in graphic design

In graphic design, images play an important role because they visualize texts and concepts that cannot be
expressed with words. A good graphic design comprises images that evoke an emotional response in the viewer
and provide additional information. Graphic designers use images to create visual stimuli, convey messages, and
tell stories. Below are some reasons images play a big role in graphic design:

1. Visual attractiveness: Images have the power to attract attention. They highlight certain aspects
of a design or project. For example, if you want to highlight a certain feature of a product, you can
include a photo.
2. Tell stories: Images convey ideas and feelings. If you want to illustrate a story, you could use a
picture of a child playing with toys. Or if you want to show the progress of a project, you could
include a series of pictures showing the distinct steps.
3. Convey messages: Use images as a medium to convey a message. For example, if a client wants
to send a message to potential customers, they could use an image of their products to show what
they offer. Therefore, images also play a crucial role in advertising.
4. Connect the design: They connect all the other elements in a layout and can clarify the
information presented in a layout by adding meaning and making associations. Proximity, white
space, alignment, and contrast are some of the most important factors to consider when designing
a layout.
THANK YOU