Elements of Design

The elements and principles of design are the building blocks used to create a work of art. The elements of design can be thought of as the things that make up a painting, drawing, design etc. Good or bad - all designs will contain most of if not all of the elements of design.

The Principles of design can be thought of as what we do to the elements of design. How we apply the Principles of design determines how successful we are in creating a piece that is powerful and will grab the viewer.

Listed below are 12 basic elements of design that usually make up the mental processes initially employed in design creation.

There are many other design elements that will go into the final product. These initial elements will allow the novice designer to compose their thoughts and document the processes and elements that will go a long way to a successful and impactful design.

Composition – The artist should insure that the design is arranged in a pleasing and eye-catching manner, while expressing the artist’s creativity.

Rule of Thirds – Visually dividing the design into thirds vertically and horizontally will create placement points for the elements. This is the basic rule in photography and aids in the pleasing aspect of design.

Balance – This is also known as optical and psychological equilibrium in a composition. This includes color, line, shape or texture.

Balance in design is similar to balance in physics.

A large shape close to the center can be balanced by a small shape close to the edge. A large light toned shape will be balanced by a small dark toned shape (the darker the shape the heavier it appears to be.)

Symmetrical Balance – When both the left and right sides are equal a composition is balanced.

 

Asymmetrical Balance – This acceptable design composition does not use the elements in equal amounts. Dissimilar elements are used but not repeated.

Focal Point – This is the part of your design that is viewed first and is the most important element of your design. Various elements and principles are used to create the focal point.

Emphasis – This, like the focal point, should be created to standout and grab the viewer’s attention.

Leading Lines – this is an element used to draw a viewer’s attention to the subject of your creation. This could physically be lines, but may also be trees, roads, shadows or rivers. Anything that draws the reader to a particular element is considered a leading line.

Implied Lines – These subtle lines also act to draw the reader’s attention or allows for east reading.

Horizontal Lines – The lines are calming, passive and relaxing lines that are level, straight, and flat and run parallel to the horizon.

 

Vertical Lines – These are lines that run straight up and down. They give a commanding feel of importance.

Diagonal Lines – These are lines that move at angles and create movement and tension.

Objects in a diagonal position are unstable. Because they are neither vertical nor horizontal, they are either about to fall or are already in motion.

Tips and Tricks for Graphic Design Students

Graphic Design can be very time consuming and extremely tedious, but with these helpful hints the process will be sure to go smoothly. 

1. As a graphic design student, an important thing to remember is ANYTHING IS POSSIBLE. Well, almost anything.

2. Do not doubt your artistic ability because you will be surprised the tasks that can be done if you practice. PRACTICE is vital in graphic design because Adobe Illustrator can be complicated.

3. Step out of your comfort zone every once in awhile. Take the crazy idea you have in your mind and make it a reality. Do not be afraid of taking risks in Graphic Design.

4. If your Professor offers tutorial exercises, DO THEM! They can only benefit and improve your design skills.  These exercises help you learn different design techniques on Adobe Illustrator. This is the best way to practice!

5. BRAINSTORM! This is in the early stages of graphic design.  Get a piece of notebook paper, a writing utensil, and get to work! Sketch a couple of ideas so you have options. Some designers like to sketch a design on tracing paper, scan it, and use it as a tracing tool in Adobe Illustrator. This makes your design organized and this can cut the time spent on a design in half!

6. Use physical objects for inspiration! Take a look around you for ideas. Inspiration can come from anywhere. Photos can also be used in Adobe Illustrator as tracing tools or other parts of the design.

7. Get Feedback from others! Ask the people around you for ideas or ask them for ideas. Different kinds of people have all kinds of creative ideas and it is always beneficial to combine forces.

8. Try and talk to a graphic design artist who works in the field! There are plenty of Graphic Design artists who would be willing to help you out. Do not hesitate to ask for some tips. This also includes your instructor/professor!

 9. BE CREATIVE! Any and every idea you have ever had can be used in Graphic Design. It makes the design more exciting. Creativity is the key to a good design! Do not put a limit your creative ability.

10. It is always good to know what projects you will be working on before starting on it! Try and read ahead so you can get an understanding of what needs to be done. It is helpful to watch tutorial videos online as well.

11. MAKE MISTAKES! It is acceptable to make mistakes when creating a design. This helps you revaluate the mistakes you make and correct them the right way. You can only get better and learn from the mistakes you make!

 12. Most importantly, HAVE A GREAT TIME! Graphic Design is difficult at times but do not forget the fun aspect of it. If you take it too seriously, it is not as exciting. It can be stressful but try and remember it is supposed to be FUN!

Now you are on your way to becoming a successful Graphic Design student!

Typography Part II

The scope of typography goes way beyond choosing font styles and text on graphic designs. Typography has become an art form that can be found in many ads in magazine publications and on TV commercials. Moving text is also used on television to incorporate typography artwork. The TV show, The View, utilizes text to create the globe in their logo and words dance across the screen as they transition between commercials.

Even if it’s just one or two words, creating unique letters to form those words can turn any text into typography artwork.

Here are some examples of fancy text:

Found on www.webdesignledger.com

Found on www.thedesigninspiration.com

Found on www.graphicfetish.com

Found on www.graphicfetish.com

   

Some incredible typography art can also be seen in many advertisements, such as these:

Found on www.worthstar.com

Found on www.typestack.com

  

Found on www.typestack.com

Found on www.designjuices.co.uk

Graphic Designers are using typography more and more to create anything and everything imagineable, using only text to create shapes, objects, and landscapes. 
The following image was a typography art project in my Graphic Design class:

Original Artwork: Shawn Domingues

Portraits can also be created using text to add shading, making the images seem incredibly real and life-like.

The following portraits can be found on www.onextrapixel.com:

 

Tips on Creating Typography Artwork

There are many ways to create typography art using Adobe Illustrator. You can simply use the Type on a Path tool to create steam from a coffee cup:

Original Artwork: Shawn Domingues

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You can also apply various text effects to create fancy text, such as the Offset Path tool, making copies of the text a bit smaller (for highlights) and a bit bigger (for outlines) using different colors for each offset text. You can also use the knife tool to separate the text into two different sections and apply a different color for each section (creating a wave effect like the one below):

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The most important thing for any graphic designer to remember when working with text in Illustrator, is to always Create Outlines for any text used in any design. After creating outlines, the possibilities are endless. You can use the hollow arrow tool to stretch individual anchor points in each letter, or use the solid arrow tool to change the size and placement of the text. 

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Creating Objects using Text

•   Open an image (pic) and use the pen tool to trace the object in the picture, then turn the  image layer off. 
• After your basic shape is formed, create a text box with whatever words you choose, such as the word “butterfly” used repeatedly below. 
• Adjust the Tracking and leading of the text to get the words as close together as possible (to avoid white-space inside the final image). 
• Make the text box much larger than the shape you want it to conform to and Create Outlines for all of the text (use the solid arrow tool to select the text and go to Type Menu, Create Outlines). 
• Make a copy of the image shape and place the text box over the shape layer to make sure the entire shape can be filled with the text. 
• Move the image shape layer on top of the text box and select both layers. 
• Go to the Object Menu and select Clipping Mask – Make to merge the two layers into one containing the text in the shape of your image. 
• You can now change the color of the image, add text around the shape using the Type on Path tool, or use a gradient. 

The final image will look like this:

Magnificent works of art can be created using only text and typography tools. For more examples of typography art go to:  

www.thedesigninspiration.com, www.webdesignledger.com, or www.onextrapixel.com.

 

 

 

Steps to Creating a Graphic Design II - Ads

       Now you have direction and approval for your project. There are a few important steps left before you dive into the software.

            
        While there are many types of design, each one has its own set of strategies to stand out in the crowd.

         This post will consider advertising design. Advertising Design must be compelling and competitive. Your audience is the average consumer that has less time to read your design and therefore, their attention must be grabbed and compelled to read your design further.

            
         That being said, simple is better. You will take the most significant feature of the product or service, and make the reader think he or she cannot do without it. Presenting the product or service that promises a benefit to the consumer is essential, and should be presented clearly.

            

The structure of the typical advertising design includes, but is not limited to the following.

The Promise – This is also the headline of the ad design. This should arouse the consumer’s interest to keep reading to get to know the product or service. Headlines should be only one line long, longer than that can cause a loss of interest. Some basic grammar rules include not separating the adjectives from the nouns they modify. Do not split prepositional phrases. Do not hyphenate words in a headline.


Telling the Story –This is an optional step, however; if it is used it should say something important to the reader. If you find that your headline is going to be longer than one line, reduce the headline to only one line and add a sub head.
IMPORTANT – The headline must say something and add value, otherwise do not use it!

Amplification – This is also known as body copy. If you have ‘grabbed’ your reader, this section will allow you to expound on the important parts of the product or service and will give you the opportunity to explain how the promise of the product or service will be fulfilled. The length will depend on how much is required to emphasize the most important features of the product or service.

Proof of the Claim – The amplification section told you reader why the product or service is so important. Now, give them the proof they need to purchase them. This should be brief to avoid bragging but concise enough that there will be no doubt in their mind to act.


Action to Take – Don’t feel bad if your ad has not already made it obvious why the customer should act immediately. Occasionally is may not be clear what the consumer should do to purchase your product or engage your service. The questions that could be answered include phone numbers, web site address, and other companies that sell your product or others that have the franchise to provide the service.

           
         If you follow these simple steps, the advertisement will provide the impetus for the customer to act and you client will hire you in the future for another successful campaign.

         A simple site to begin learning more about the philosophy of ad design can be found at http://www.slideshare.net/TheClassicCarol/beginners-guide-to-advertising.

           

            This is always the question to consider: