Ten Design Elements Everyone Should Know
Want to dip your toes into graphic design? Start here with some basic, but super important concepts.
Hello all,
One of the things I'd like to do this summer is share more about the bases of public relations design. I thought I'd start off with a brief overview of ten design concepts. These are all important to utilize and fully understand when creating your masterpiece!
1. Color
We know what color is, but do we know what is conveys? When deciding on a color scheme it is important to think about what you like, how colors work together and what others perceive about certain colors. Take a look at the image below for Liquid I.V. Their use of blues not only looks great, but it helps further their message of hydration. The colors ad to the viewers perception of the product.
2. Typography
Typography is the style of words. Their font, size, color and position are very important in design. Check out my article on typography to learn more! Look Kellogg's design below. Notice how the font is fun and colorful and plays into the cartoonish theme. If the designers went with black, Times New Roman text, it would take away from the design.
3. Metaphors/Symbolism
There are basically elements that illude to something else- like a logo. When using logos, ask yourself if it's informative, intriguing or emotionally appealing. Sometimes logos can replace words or ad to the credibility of an ad. Just make sure it is making the picture better in some way.
4. Minimalism & Use of Space
Have you ever been told in art class that there should be no white on the paper? Well, this is not true in design. Leaving lots of white or blank space can set a design apart and draw the viewer's attention to a certain element. Odele Beauty's bottle uses lots of blank space and simple design to convey the simplicity of the product. It gives it a clean look- and isn't that what we want from hair care?
5. Form/Function/Message
For a truly effective design, these need to work together. Ask yourself these questions to determine the overall quality of the piece.
Form- How does the page look? How to the elements work together?
Function- What is the purpose of this design? What is the goal? Am I achieving this?
Message- What do you want to tell the viewer? Is that being conveyed?
6. Balance
Balance in a design can be used to create a simple, pleasing look, or it can be used to create tension and scale. Sometimes, you'll want to catch the viewer's attention by setting your elements off balance. However, other times you may want a more aesthetically-pleasing look. This poster for example, uses balance to organize all the different elements so it is not overwhelming for the viewer.
7. Rhythm
Repeating elements is visually appealing. It can be used as a pleasing background, an attractive foreground or creative over time in multiple pieces. I bought this purse from Shein because of the super cute repeating pattern.
8. Proportion
Another fantastic way to make your design stand out is to think about the size and shape of it. Most business cards, calendars, pamphlets and posters are roughly the same size. Ask yourself if there's an option to change this and stand out more. When magazine ads utilize a full spread instead of one page, it grabs attention. Just be sure the size and shape you use isn't simply unreasonable for your design. Having a business card that won't fit in a wallet is not very practical.
9. Dominance
As you probably guessed, dominance is when an element of the piece attracts the most attention. This is useful when you want the viewer to instantly notice something. This can be created using size, color, space, etc.
10. Unity
Unity is created when different elements of a design work together to create a bigger picture. Maybe you have a bunch of different circles that come together to form a heart. This is a great tool to use when you want people to look at something as a whole, then maybe look individually at the elements.
I hope you all enjoyed this article and can use the information to create something amazing!
I do not own any of the artwork pictured.