Graphic design theory for creatives may seem complex, especially if you are just starting with graphic design. But, don’t worry, this guide will help you smoothly navigate the world of graphic design through its theories. Understanding principles and theories in graphic design, whether you are a seasoned designer or an aspiring creative, is crucial in order to create compelling and effective visual stories. In this guide, we will explore various graphic design theory to help you decide on what approach to take in the creation of your projects.
Table of Contents
show
Before we proceed to the principles and various graphic design theory, let us first review the basic fundamental elements of graphic design which are essential to understand as a creative since they are the ones you will work with in creating your design projects. The basic elements of design are the following:
1. Line – Anything that connects a point from another in a space. A line conveys movement, direction, or connection.
2. Shape – It is a two-dimensional area with an external boundary, defined by other design elements like color or lines. A shape is used to emphasize or create texture and patterns. They also serve as the backbone of three-dimensional forms.
3. Form – A three-dimensional object of a shape with acquired height, width, and depth. Form is to create a tangible appearance of shapes.
4. Color – A light reflected by an object. Color impacts mood and conveys emotions or feelings.
5. Texture – The physical quality of a surface material, usually defined by roughness or smoothness. Texture adds depth or tactility to a composition.
6. Space – Commonly referred as white or negative space. It is the space that surrounds an object. Space can be used to establish hierarchy and emphasize visual objects within a composition.
7. Typography. It is the way typefaces or fonts are arranged in a space. Designers use typography to add personality and communicate the overall tone of a composition.
Now that we have gone through the basic elements of design, this “graphic design theory for creatives” guide will discuss how these elements work together. The principles of design are a set of guidelines that a creative designer must consider in order to achieve a cohesive and effective design output. The following are the key graphic design principles:
a. Balance. It refers to the visual weight within a composition which creates a sense of completeness. In graphic designing, there are three types of balance:
1. Symmetrical. Elements on either side of the central axis have an evenly distributed weight, creating a sense of stability.
2. Asymmetrical. Designers use it to engage the audience and emphasize the composition’s key message.
3. Radial. Elements radiate or are arranged around a central focus, creating a sense of focus.
b. Contrast. A key concept in graphic design theory, contrast involves pairing opposite elements to create meaning or draw attention to focal points. It can be achieved through differences in design elements like color, size, shape, or texture. Examples of contrasting elements include:
– Light and dark
– Small and large
– Thick and thin
c. Repetition. The repetitive use of similar elements within a composition. Repetition helps create a sense of unity and consistency. Designers may also use it to intrigue the audience by reinforcing the key message of the composition.
d. Hierarchy. The arrangement of the elements in a space through its relevance or importance. The idea is that the important elements are the most noticeable, while the lesser important elements have a decreasing appearance. Hierarchy helps create a sense of focus by using a particular element as the focal point over others.
Psychology of Design (Gestalt’s Principles)
In psychology, a leading theory of perception is known as Gestalt Principles, which also plays a significant role in graphic design theory. These visual principles offer insights into how people perceive and process visual information. Some key principles from this theory include the following:
Proximity. Grouping similar elements together helps people identify or unify it as a whole, separating them from elements that are far away.
Figure-Ground. This concept allows a person to direct or focus their attention on a particular element or figure rather than its background.
Continuity. The human eye tends to follow lines or curves which seemingly flow into a continuous movement in a particular direction.
Similarity. People tend to group similar elements based on its characteristics like its shape, color, or size.
Closure. The human mind has the ability to mentally fill in the gaps of a certain object or figure in order to perceive a complete image of it.
Common Region. People tend to perceive objects within a defined boundary as a group and assume they have similar functions or characteristics.
Color Theory
Color is a key element in graphic designing, not only because it can make your design projects aesthetically pleasing, but also because it has the ability to communicate emotions and messages. That’s why it’s important to understand color theory, which is a key part of graphic design theory, in order to use color effectively in your designs. Color theory studies how colors work together and how they affect people’s perception or feelings toward a design. Some concepts of color theory are as follows:
The Color Wheel
Primary Colors. The foundation of all colors (i.e., red, blue, yellow)
Secondary Colors. The color resulted from a mixture between two primary colors (i.e., orange, violet, green)
Tertiary Colors. The color resulted from a mixture between a primary and secondary color. (e.g. red orange, blue green, etc.)
Color Schemes
Color schemes are the pleasing arrangement of colors within a composition. They can also be based on the color wheel. Some common color schemes include:
Monochromatic. This color scheme focuses on a single color and simply uses variations of its hue by adjusting its tone, tint, or shade. It is usually used for minimalist design projects.
Complementary. These colors sit opposite each other on the color wheel (e.g., blue and orange, violet and yellow). The combination of these colors create high contrasts in a design.
Analogous. This is a group of three colors sitting next to each other in a color wheel (e.g. blue and blue green, green). This scheme creates a calm atmosphere within a design.
Triadic. This is a group of three colors that are equally spaced apart in a color wheel, forming a triangular shape (e.g. yellow, blue, and red). This scheme creates a vibrant palette for a design, though it can be difficult to balance.
Psychology of Color
As previously mentioned, colors carry meaning, psychological associations, and can evoke particular emotions. In choosing colors, it is important to understand their associated meanings, as they can influence how a design is perceived. This concept is rooted in graphic design theory. For example, the following colors can be associated with:
Red – Love, passion, warning
Yellow – Happiness, energy, caution
Blue – Calm, sadness, trust
Green – Hope, stability, growth
Purple – Luxury, creativity, power
Orange – Optimism, confidence, security
White – Purity, peace, simplicity
Black – Mystery, elegance, solemnity
Typography
In graphic design, the use of typefaces or fonts is extremely important to consider. This is where typography plays a part. Typography refers to a technique of arranging typefaces or fonts to create a visual harmony through text. Typography encompasses choosing the right typefaces, adjusting font sizes and letter/line spacing, and aligning the text in relation to the other elements in order to make it legible and pleasing to the viewer’s eyes. Here are some guidelines in regard to typography:
Differentiating Typefaces
In typography, the following are the common typefaces:
Serif – A typeface that has small lines or strokes at the end of the letters. Commonly used in print publications due to its formality and traditionality.
Sans Serif – A typeface without the extending or end strokes on the letters. This style is considered to be more clean and modern as compared to serif.
Display – A typeface encompassing a lot of styles (e.g. script, blackletter, fancy). They are considered to be more decorative and are usually used in graphic-heavy designs.
Selecting a Typeface
Every typeface will come across differently to the viewer, thus it is important to ponder on the message of your design in order to choose the right and suitable typeface. In choosing the typeface, consider the following questions:
What is the mood of the design? Is it formal or informal?
How will the font be utilized?
Will it be used only on one medium or across different marketing materials?
What is that message that needs to be conveyed?
Does the font match the identity or spirit of the brand?
earger to kwo graphics editing