Basics of Graphic Design

There are many considerations when it comes to graphic design. Here are some of the general basic principles that cover all types of graphic design.

FONT

It is important to get the font size right. There are potential negatives if text is either too small or too large. If it is too small it poses an obvious problem; people can’t see it as well and may not notice it. Having it as large as possible is not necessarily a good thing either though, as it can detract from everything else, meaning the full message is not received by the audience. Text is vital. The majority of the time it is how you will get your message across so it does need to stand out. Emphasis should be given to the most important text; the text that portrays the core message. If there are a few words that really sum up the message then these should stand out above the rest, possible by being slightly bigger or using a different font style. Whether capitals or small lettering is used is something that needs to be thought about. Capitals obviously stand out more, but studies have shown that font where the first letter is a capital and the rest of the word has small lettering is easier to read.

There are many styles of font, and this decision is just as important. What stands out, what is easiest to read, and simply what looks good should all be thought about. It may be better to use a variety of fonts, or use the same throughout.

COLOUR SCHEME

The majority of the time colour works better than black and white, but there are times that black and white can be used artistically to make an impression. If Graphic Design is on behalf of a company then the colour schemes of the company and their logo should be used. It needs to be in keeping with the company’s image. As with decorating a room, how colours go together needs to be thought about with graphic design. Connotations need considering as well; which colours give certain connotations, and do you want to avoid or portray these connotations.

PICTURES

Pictures need careful consideration. It is crucial that any pictures fit the message or the company image, or what the company does. Pictures that have no coherence with this shouldn’t be used as they will confuse the audience and detract from the message. Choosing the wrong pictures is a missed opportunity as using the right pictures can be massively beneficial.

LAYOUT

Something that has to be thought about is where each element is on the page. Most importantly it needs to be easy to read and understand. Each element should work with all other element. They are not separate entities, but part of the same story. Where pictures are in relation to relevant text is an important factor. Simple can be best and it is not usually best to have big white spaces. At the same time it is not good for it to be too cluttered.


COMPANY PERCEPTION
Something else that should be thought about is the public’s perception of a company. If they are known for, and popular because of, certain aspects then this should be utilised. If it is a well known company this is even more important as it can be used to an advantage.

Andrew Marshall (c)