ALL BASIC CONCEPTS OF

GRAPHIC DESIGN
 Design
Design is a solution of any problem.
It is a map, plan and drawing.
Design is an arrangement of elements in
such a way that it serves a function and
holds a specific form.
 WHAT IS GRAPHIC DESIGN

 Graphic design is the process of visual

communication and problem solving through the
use of:
 Typography
 Photography
 Iconography
 Illustration
 ELEMENTS OF DESIGN

 Creating beautiful design is about more than inspiration or great idea,

it’s about understanding the fundamentals of the subject.
 Elements are building blocks of design
 Basic Elements of design are
1. Line 6. Space
2. Shape 7. Value
3. Dot 8. Texture
4. Size
5. Color
 ELEMENTS OF DESIGN

“Every Great Design

Begins with an Even
Better Story”
 LINE
Line is a distance between two points.
Combination of Dots is called Line.
Line have its own length and direction.
Line may be straight, curved, dotted, irregular
and zigzag.
 Functions of line in Graphic
Designing
Use for Direction or Division.
Examples
Directional Signs
Magazines
Newspaper
 Functions of line in Graphic
Designing
 Lines may be vertical, horizontal and diagonal.
 Vertical lines are used to show power.
 Horizontal lines are used to show comfort.
 Diagonal lines are used to show movement.
2. Shape

 Shape is very important visual element in Graphic Design.

 Lines combined to form shapes.
 When some actual or implied lines combine and surround an area then shape is
created.
 Shapes may be 2D or 3D.
 Shapes are used as:
• Decoration Materials and Content
• Symbols Textures and Patterns
 TYPES OF SHAPES
1. Geometric Shapes:
We draw Geometric Shapes only on 2D surface, such as paper.

Rectangle Oval
Triangle
 2. Organic Shapes
Organic shapes occur frequently in nature
(hence the name). They include curves, such
as those you might see in the petal of a
flower, and irregular shapes such as those you
might see on a rock face.
 3. Abstract Shapes
Abstract shapes have a recognizable
form, but are not real.
Abstract shapes are made from
geometric and organic shapes. These
shapes are used for symbolic meaning.
 TYPES OF SHAPES
Circular Shapes are used to
show movement or motion.
Triangular Shapes are used to
show direction.
 Types of Shapes
Rectangular Shapes are
used to show length.
Square is used to show
weight or strength.
 3. DOT
 Dot  is the smallest element of graphic design.
 Starting point of every design.
 Picture is visible due to combination of dots.
 Ifdots are arranged in specific sequence then it is called
Symmetrical Composition.
 Ifdots are combined randomly it is called Asymmetrical
Composition.
 4. SIZE
 Variation between 2 or more objects or shapes is called
size.
 Size is often about a relationship of one item to the others
around it. The larger an element is, the more it will stand
out visually.
 Size produces attraction and organize the elements in
design.
 It justifies the function.
 5. COLOR
Color is sensation of light.
Isac Newton invented color wheel in
1706.
Black, White and Grey are neutral colors
or Earth Tones.
 Color
Three categories in color
wheel:
1. Primary Colors
2. Secondary Colors 3.
Tertiary Colors
Primary Colors

 Primary Colors are:

 Red
 Yellow
 Blue
 Due to the mixture of Primary colors we get
remaining colors.
 Secondary Colors
Secondary colors are formed by the
combination of any two primary colors.
Secondary Colors are
o Green
o Purple
o Orange
 Tertiary Colors
TertiaryColors are formed by combination of
Primary Colors
Examples:
Yellow + Orange = Yellow Orange
Red + Orange = Red Orange
Red + Violet = Red Violet
 Colors
Warm Colors
Cool Colors
 Warm Colors
Red, Yellow and Orange.
Warm Colors have warm
origin such as Fire, Sunlight
etc.
 Cool Colors
Blue,Green and Purple
Cool Colors have cool origin.
Such as Leaves, Water etc.
 Colors Expressions
 Red Color  Passion, Energy and Danger
 Blue Color  Relaxation and Calmness.
 Yellow Color  Happiness and Friendship
 Orange Color  Youth and Energy
 Green Color  Nature
 Purple Color  Loyalty
 Pink color for Women
 Blue Color for Gents.
 6. Space
 Spaceis an empty or open area, between, around,
above, below or within objects.
 Space have close relationship with shapes.
 Do not include more shapes or elements in design.
 Your design should have specific space.
 Space may be positive or negative.
 Space may be 2D or 3D.
 7. Value
Lightens or Darkness of any object, any
area, any shape or any color.
Value provides Depth, dimension,
interest and drama in Design, image and
Photography.
 8. Texture
 The feel, appearance, or consistency or a surface or a substance.
 Texture may be
 Rough, Smooth or Silky.
 Texture may be
 Organic:
 Obtained from Nature.
 Inorganic:
 Other than nature.
Types of
Texture
 Plattern Texture
When shapes are arranged or
repeated in specific sequence.
Plattern texture is used in clothes,
shoes and gifts packaging.
 Image Texture
Image texture may be Environmental,
Biological or Man made.
For designing backgrounds texture is a
solution.
Textures are used for Designing Posters and
Brochures.
Principles Of
Design
 Principle Of Design
 The principles of design are the rules a designer must
follow to create an effective and attractive composition.
 The fundamental principles of design are:
1. Balance 5. Contrast
2. Proximity 6. Emphasis
3. Alignment 7. Movement
4. Repetition 8. Pattern
 1. Balance

Equal distribution of visual

weight.
Important principle in
Graphic Design.
 Visual Weight

Visual weight is a measure of the force

that an element exerts to attract the
eye.
Element may be:
Shape, Color, Size, Line, etc.
Balance have close relationship with
visual weight.
 Balance
Symmetrical
Asymmetrical
Radial
 Symmetrical Balance
 Symmetrical balance refers to the balance that is
achieved by arraigning elements on either side of
the center of a composition in an equally weighted
manner.
 Symmetrical balance can be thought of as 50/50
balance or like a mirror image.
 Asymmetrical Balance
Asymmetrical balance is when you have
two dissimilar sides of design and have
positioned visual weight unequally, and
yet you’ve still achieved a sense of
balance.
 Radial Symmetry
Radial symmetry or balance is a type of
balance in which the parts of an object or
picture are regularly arranged and radiate
from a central point.
It appears both in natural and in human-made
objects.
 2. Proximity
 Proximity means Nearness.
 Proximity may be in Space, time or Design.
 Technique through which we organize our
elements.
 Same elements are placed together with each
others.
 Unity is obtained by proximity Principle
3. Alignment

 Alignment means arranging elements of design with a straight line.

 Line may be visible or invisible.
 It helps unify the elements on a page by creating a visual connection
between them.
 Types of Alignment
1. Edge
2. Centre
3. Horizontal
4. Vertical
 Alignment is essential for text.
 4. Repetition
 Repetition is the process of using same element in design
again and again.
 It helps to create consistency and association.
 Creates Balance.
 Usefulin creating textures and backgrounds for poster,
brochure and logos.
 Elements may be:
 Lines, Shapes and Color.
 5. Contrast
 Arranging opposite elements together.
 Light color with dark color.
 Rough texture with smooth texture.
 Large scale element arrange with small scale element.
 Contrast create interesting relationship between visual elements.
 Contrast can pull together or push away the elements.
 Helps human eye to differentiate among different elements.
 Contrast
 Contrast by:
By Color
1. Size
2. Shape
By Shape
3. Value
4. Colors
By Size
5. Opposite Direction
 6. Emphasis
Area or object within the design that draws
attention and become a focal point.
Focal area is the area where primary
concept/theme/story of the design is placed.
Not more than focal point.
Emphasis through

Contrast
Pattern Break
Size
 7. Pattern
 Regular repetition of elements create patter.
 Pattern create attractiveness.
 Pattern can be made by combining organic and geometric
shapes.
 Regular repetition of color, shapes and lines.
 Pattern is useful in website and app design.
 Itis also useful for creating background for posters and
flyers design.
TYPOGRAPHY
IN GRAPHIC
DESIGN
 Typography
 Represent words in visual form.
 Typography is the art and technique of arranging type to
make written language legible, redable, and appealing when
displayed.
 The main purpose of typography is to create a message of
your brand or services without using any image.
 Typography enhances the beauty of your web design or
your graphic design.
 Easily grab the reader attention.
 Typography

Typeface
Font
 Typeface
Entirefamily of fonts(of different
weights)
Helvetica
Arial
 Fonts
 Member of a typeface
 Helvetica Regular
 Helvetica Oblique
 Helvetica Light
 Helvetica Light Oblique
 Helvetica Bold
 Helvetica Bold Oblique
 Types of Font
Serif
Sans Serif
 Serif
Serifsare used for body texts
because it is more legible.
For printing use serif fonts.
Example : Apple, Banana
 Sans Serif
Sans serif is better for
children learning.
For web purpose use sans
serif.
Serif fonts say Traditional, Established
and trustworthy
The distinct characteristics and history
of serif fonts give people a feeling of
elegance, confidence and trustworthy.
This usually makes them a good fit for
companies who want to appear more
reputable, established and serious.
 Popular Serif Fonts

Georgia
Garamond
Times New Roman
Baskerville
Sans Serif Fonts

 Sans serif fonts on the other hand, communicate a completely

different message.
 The clean, crisp lines of sans serif fonts are the main reason
many web designer prefer this style of font for on screen use.
 Sans serif font give off a feeling of being.
 Causal
 Informal
 Friendly
 Approachable
Sans serif fonts say modern, approachable
and clean
 Companies who want their brands to appear more youthful and relatable tend to
use sans serif fonts.
 Popular Sans Serif Fonts
Helvetica
Open Sans
Proxima Nova
Arial
Sans Serif vs Serif Font: Which should
you use and when?
 For projects involving lengthy text, such as books, newspapers,
and most magazines, serif typefaces are the most commonly used
typestyle.
 On the other hands sans serif text typefaces can be used for annual
reports and brochures. Sans serifs can also work for magazines.
 When selecting a typeface for young children, or anyone just
learning to read, sans serifs are preferable.
 Helvetica: Favorite font of Graphic Designers.
 Use font that is easily readable.
 Tips for Choosing and using fonts

1. Don’t overload your brand with too many fonts.

2. Choose fonts that have the right amount of
contrast.
3. Look for a font with multiple weights and styles.
4. Choose the font that exemplifies your brand.
THESE ARE THE BASIC
THINGS YOU MUST
KNOW WHILE LEARNING
GRAPHIC DESIGNING