effective graphic design does four things:
- captures attention
- controls eye movement
- conveys information
- evokes emotion
all design uses three building blocks:
- visuals
- type
- negative space
beginners need to learn the conventional rules first before earning the right to break said rules.
1
what is design? making visuals & type play nice in space
Visual culture is a language, and like any language, visual culture has rules that make communication possible. The rules of design are equivalent to visual culture's grammar.
form follows function in design
Despite its variety, all design is related through the expression, "form follows function." Good design results from a partnership between "form" as art and "function" as utility.
Design always has a job to do, and that job influences the design's form. "Form" refers to material artistry – what something looks like. The "function" in "form follows function" refers to the usefulness of the design.
Design always has a job to do, and that job influences the design's form. "Form" refers to material artistry – what something looks like. The "function" in "form follows function" refers to the usefulness of the design.
design drives visual culture
Beyond form and function, all design is related by style trends, too. To a great degree, designers engineer culture.
Changing technology also influences design.
Visual culture changes as a result of design's changing forms and functions, both related to technology and social trends. This is equally true of graphic design.
Changing technology also influences design.
Visual culture changes as a result of design's changing forms and functions, both related to technology and social trends. This is equally true of graphic design.
Ralph Lauren - The Diary of a Collection
"I'm drawing inspiration from my life. From history, from movies, from books. From everything I see.
The best pleasure is the creativity. Not accepting the ordinary."
graphic design is planned
Graphic design refers to a plan for organizing visual objects in space. Generally, that space is a two-dimensional plane, meaning some kind of flat surface such as paper or an electronic screen.
In graphic design, you organize all your elements from copy (text) to visuals (images) in a logical and effective order. Good graphic design does four things:
THINK eye-catching, flowing, interesting and evocative.
In graphic design, you organize all your elements from copy (text) to visuals (images) in a logical and effective order. Good graphic design does four things:
- captures attention
- controls eye movement across the page or screen
- conveys information
- evokes emotion
THINK eye-catching, flowing, interesting and evocative.
make pictures & words work together in space
Three building blocks:
Best advice for improving your visual communication – practice looking, pay attention to the layout of visuals and typography in space.
- visuals: symbols, icons, drawings, illustrations, photographs, film and video, etc.
- type: represents copy graphically with typography, a visual form of language
- space: the sandbox that encourages visuals and typography to play well together, arrange visuals and type harmoniously in space
Best advice for improving your visual communication – practice looking, pay attention to the layout of visuals and typography in space.
know the rules. break the rules if you have a reason.
Don't break the rules of design out of ignorance. Learn the rules. Then break the rules if you have a reason to. If it works, it works. Just keep reminding yourself that you have a job to do. It's called visual communication.
2
step away from the computer for research & brainstorming
Professional designers know that effective graphic design begins with research: information gathering and critical thinking about the project at hand.
Even the humblest design assignment necessitates collecting basic information about the design's purpose and deadlines. At the other end of the spectrum, a high-stakes campaign demands:
You need reliable answers to the following questions:
A planning document is generally the end product of all the Q&A. Ad agencies call this document a creative brief; design firms, a design brief. Whatever you call it, do it! The brief serves as a roadmap keeping the visual communication goals front and center and the design process on track.
Even the humblest design assignment necessitates collecting basic information about the design's purpose and deadlines. At the other end of the spectrum, a high-stakes campaign demands:
- extensive research
- analysis and planning culminating in multiple coordinated designs accountable to measurable objectives.
You need reliable answers to the following questions:
- What is the objective?
- Who is the audience?
- Does the design need to coordinate with other design work?
- Who are the competitors, and what does their visual communication say?
- How will the final product be delivered or distributed?
- What is the budget?
- What about timing and turnaround?
- Who is providing content?
- Are there any other design or production considerations or constraints?
A planning document is generally the end product of all the Q&A. Ad agencies call this document a creative brief; design firms, a design brief. Whatever you call it, do it! The brief serves as a roadmap keeping the visual communication goals front and center and the design process on track.
brainstorming
The brainstorming process goes like this:
- Dump: begin with a mind dump
- Percolate: then do something else
- Morph: now back to work, change it, turn it into something else
thumbnail sketches
There is no single magic bullet solution to any given design project. Instead there may be dozens of possible solutions. The goal is to find the one that best achieves the project's communication objectives and also appeals to the client.
The best technique for fast exploration of design options in the thumbnail sketch. Thumbnails are tiny sized layout sketches that you can draw–evaluate–and reject–quickly
The best technique for fast exploration of design options in the thumbnail sketch. Thumbnails are tiny sized layout sketches that you can draw–evaluate–and reject–quickly