The Building Blocks of Graphic Design
Written by: Peter Goulding | October 13, 2009
Continuing our Graphic Design journey, this week, we’re going to have a look at some design basics and highlight some of the elements that help create effective Graphic Design. These elements are considered the building blocks of visual communication. The information below outlines briefly each one and should only be treated as introduction to each element.
So, off we go:
1 – Line
Lines are everywhere, straight ones, thin ones, fat ones. curved ones, and even diagonal ones. So what’s the big fuss? Well, strangely enough, lines can communicate all sorts of things. Lets take for example a curved line, when a curve is arched downwards like a bump or a frown it can indicate unhappiness or discomfort as opposed to a curve arched upwards like a smile, which can communicate joy or playfulness.
What about a horizontal line? Get a blank piece of paper and draw using a pencil, a pen or whatever, a straight horizontal line, once completed put the paper with the horizontal line facing up on a table and look at it for a few seconds. What do you feel? Correct me If I´m wrong but I almost certain your feeling a sense of stillness and calm. Picture the sun setting on the horizontal line of a still ocean, pretty chilled out, right? Horizontal lines can also be used to highlight information, when a word is underlined it grabs our attention. In school, my english teacher seemed to spend his time underlining the majority of words in anything I wrote, I wasn´t really that bothered either until my college years, when spelling mistakes seem to continually crop up in some of my work. Now the ¨spell checker¨ has become a regular and important part of my workflow.
When we examine vertical lines, we usually associate them with organization or strength. In magazine layouts vertical lines are used to define and separate text columns, while on roadways their used to identify lanes. Spain is the exception though, even though lanes are clearly marked, it seems you can drive or park where you like. Vertical lines, like the strong and upright lines you find in tall buildings can communicate strength. Think of the empire state building, its pretty impressive and strong looking and its full of vertical lines.
Diagonal lines on the other hand can imply movement or action, and even add depth to an image. When you´re walking, examine the lines of direction your arms and legs take? On the other side of the piece of paper with the masterpiece you created earlier, draw two diagonal lines joining in the shape of a mountain peak. By doing so, it almost suggests that the page is not flat, and gives the appearance of depth.
2 – Shape.
Everything in one way or another is made of shapes. We can class shapes into two categorizes: two dimensional shapes like squares, circles and triangles which have width and height, and three dimensional shapes like cubes, spheres and pyramids which have depth as well as width and height. These types of shapes are called geometric shapes, so for anyone whose not a maths nerd, geometry can be defined as the mathematical study of shapes, figures, and positions in space (don´t worry, its not something I knew either, I got the definition from a dictionary). We also have organic shapes which are naturally occurring, they include the shapes of leaves, animals, and even humans. I think you´ll agree, humans come in all shapes and sizes. Ok, now lets examine the three most common shapes (primary shapes) and what they communicate:
Don´t be a SQUARE
Have you ever heard the saying ¨Don´t be a square¨? Well, a square shape, with its balance and symmetry could be described as the most dull and boring shape. Its sturdy and straightforward, and can signify strength. It can be used to frame an image, define an area, attract attention, and exclude or include information.
My CIRCLE of friends
The most obvious examples of circles are the sun and moon and have significance throughout our history to symbolize time and spirituality. Ask yourself, why are most clocks round? Somebody who is said to be well-rounded like myself, is thought to have a wide range of interests, hobbies and lived a full life. In graphic design a circle can be used to bring focus or draw attention, it can communicate infinity, completeness, unity, oneness and wholeness.
The TRIANGLE, an instrument for the musically inept.
As a shape, the triangle is both dynamic and energetic. It has religious connections, the father, the son and the holy spirit is referred to as the Holy Trinity. Pointing upwards it symbolizes masculinity while pointing downwards it symbolizes femininity. When using a triangle in graphic design it can give direction, create tension and communicate power. From its base comes power and stability but from its peak comes tension.
Finishing up, generally sharp, angled shapes are perceived differently in comparison to curved, soft shapes. Any shape you create is considered a positive shape while a negative shape is formed from the space around a positive shape. A simple way to remember the difference is, positive shapes use or occupy space while the empty space between these positive shapes creates negative shapes.
3 – Texture
Texture in graphic design can be both a tactile and a visual experience. In print design the selection of paper and the type of finish on the paper can effect the overall perception of the design. Stationary produced on high quality stock can enhance and add value to the identity of a company. Honestly, I once received a business card that appeared as if it had been printed on an A4 ink-jet home printer,
I don´t believe for one second that person was serious about doing business or even being taken seriously.
The use of tactile textures in graphic design helps a design go beyond visual communication and include our sense of touch to re-enforce a message. Visually, texture can be created on screen, using layered images, experimenting with shape and color. With the power of software like Photoshop, we can accurately replicate tactile impressions on screen, the distressed or grunge design trend that became so popular a few years back, comes to mind. Because texture in graphic design has the power to be both visual and tactile, it communicates to more than just one of the senses and can be quiet a powerful tool.
4 – Value and Color
Value relates to the range of shadows and highlights within an image. Value can be used to focus our attention on a certain area within a design, a bright object on a dark background for example. It can also be used to add depth giving objects an almost three dimensional feel. In paintings, see how the illusion of light is simulated, casting highlights and shadows on objects.
The significance of color in design can never be overstated and it actually deserves a post to itself, so next week my entire post will be dedicated to the importance of color in graphic design. Imagine life without color, how boring, dull and depressing would that be? Color has such a big impact on our well being and emotions. Think of waking up with bright warm yellow/orange sun shine filling your bedroom, as opposed to waking up with dark grey clouds emptying buckets of rain on your window. Colors are the visual form of moods and emotions in an object and the intelligent and intuitive use of color is vital to support and re-enforce the message of a design. For a much more in-depth look at color, dial up again next week.
5 – Size
Each element has a size and therefor has height, weight, thickness and depth. The size of design elements plays an important role in visually hierarchy and dictates which elements grab our attention first. Size reflects varying degrees of importance and relevance. It can make some elements appear very evident and others less prominent. It can be used to contrast smaller objects with larger ones. SIZE MATTERS!!!!!!
6 – Space
Space is the area in which all the other design elements interact. For an artist its a blank canvas, for a designer it can be a blank page in a sketch pad, its the background to which everything is applied. Each element added to the space adds meaning but also decreases the amount of space so when you fill space with positive objects you must be aware that you are also creating negative objects that can impact the meaning of the positive shapes you´ve all ready created, read again slowly and you´ll understand!!! The use of space helps a design flow and create composition (composition is the way in which elements are combined and arranged visually to communicate a message).
When a design appears busy or to complex, with little space it can become visually uncomfortable. When designing magazine layouts the use of space can allow the reader a respite before continuing to digest the remainder of the information. The correct use of space makes a design accessible and organized. For example, the advertising for luxury brands usually involves minimalist and simplistic concepts that communicate luxury, rarity and exclusiveness, while on the other hand, bargain basement store´s advertising usually involves busy, overloaded concepts that communicate volume and value for money.
Conclusion
Each design element works as part of a team and for the team to be effective they have to work together. So when working on a project, pay close attention to each of the above elements and how they contribute and support the message of a design. Finally, test your knowledge and examine the above image to see what elements you can spot?
Next week: COLOR…
Topics: Graphic Design | View Comments
Posted on 13 October 2009 by Peter Goulding
Peter is a multi-disciplined graphic designer, specializing in branding, editorial design and layout, user interface design, advertising and typography. He currently operates as Creative Director of a Media and Design company based in Southern Spain. If you were to ask Peter for some good design advice, more than likely he would repeat over and over again ¨Good design is in the small details¨. You can connect with Peter on Twitter, Facebook and Linkedin.
Peter Goulding has written 10 articles for Cloud Mixer
