The Language of Design.pdf
- 1. The Language of Design Lami Sam @Lamisam_ Understanding the Fundamentals of Graphic Design
- 2. Graphic Design is the process of creating visual content using typography, Images, and other elements to communicate a message or idea. It is a form of ‘communication design’ that combines art and technology to convey information in a visually appealing and effective way. Graphic Design What is Graphic Design?
- 3. Graphic Designers use various software tools to create designs for a wide range of media such as print, web, advertising, packaging, and branding. They use their creativity and technical skills to solve design problems and create visually engaging designs that effectively communicate a message to specific audience. Graphic Design What is Graphic Design?
- 4. What is the Language of Design ? Visual Vocabulary The Language of Design refers to the set of visual and communication tools and techniques that designers use to convey their ideas and concepts effectively. It involves the use of visual elements such as color, typography, layout and composition, to create a cohesive and meaningful design.
- 5. Visual Vocabulary In essence, the Language of Design is the vocabulary that designers use to communicate their vision, whether it be through a logo, website, a poster, or any other type of visual medium. It is essential for designers to understand this language so they can effectively convey their message to their target audience and create designs that are both aesthetically pleasing and functional. What is the Language of Design ?
- 6. The elements of design are best described as the building blocks of any project. Even the most complex designs can be broken down into fundamental elements like lines, shapes and fonts. However, the principles of design are rules that help define and guide how these elements interact with one another, with their context and with their audience. Fundamental Principles of Graphic Design
- 7. The Principles of Design are set of rules or guidelines used to create effective and visually appealing designs. Although both the elements of design and the principles of design are important concepts to know, this session will be focusing on the Principles of Design. Fundamental Principles of Graphic Design
- 8. • Balance • Proximity • Contrast • Alignment • Repetition • Visual Hierarchy • Color • Space • Typography Fundamental Principles of Graphic Design These Principles include:
- 9. Balance lends stability and structure to an overall design. To understand it better, think that there’s weight behind each of your design elements. Shapes, text boxes and images are the elements that form your design, so it’s important to be familiar with the visual weight each of those elements possesses. Balance Balance as a Design Principle
- 10. Now, this doesn’t mean that the elements always need to be distributed evenly or that they must be of an equal size — balance is either symmetrical or asymmetrical. Symmetrical balance is when the weight of elements is evenly divided on either side of the design, whereas asymmetrical balance uses scale, contrast, and colour to achieve the flow in design. Balance Balance as a Design Principle
- 11. The law of proximity states that objects placed in proximity to one another will be seen as a group rather than as individual parts. For example, Univer's logo has 25 distinct icons. But because they are in close proximity, you recognize the whole "U" figure. Proximity Proximity as a Design Principle The proximity principle is the idea that placing similar design elements close together produces a more effective visual design.
- 12. Contrast Contrast as a Design Principle Contrast is one of the fundamental principles of design. It refers to the arrangement of opposite elements, such as light and dark, large and small, or rough and smooth, in a way that creates visual interest and variation. By contrasting different elements, designers can create a sense of balance and hierarchy, emphasize certain elements, and add depth and texture to their designs. CONTRAST CONTRAST Good Contrast Bad Contrast
- 13. Alignment Alignment as a Design Principle Alignment is another important principle of design. It refers to the arrangement of visual elements, such as text and images, in a way that creates a sense of unity and order. Alignment helps to create a clear visual hierarchy, making it easier for viewers to understand the relationships between different elements in a design. A design with poor alignment will look cluttered and unfinished.
- 14. Repetition Repetition as a Design Principle In design, repetition means reusing elements — colors, patterns, fonts, images, textures, and more — throughout a piece of work. Another way of thinking about repetition is consistency. Repetition can be useful in web and app design. For example, you'd expect the logo of a business to be repeated on every page and in the same place.
- 15. Visual Hierarchy Visual Hierarchy as a Design Principle Visual hierarchy refers to the arrangement of visual elements in a way that guides the viewer's attention and communicates the relative importance of each element. By establishing a clear visual hierarchy, designers can create designs that are easy to navigate and understand. It is the principle of arranging elements to show their order of importance.
- 16. There are several ways to create a visual hierarchy in design: Size: Larger elements tend to attract more attention than smaller elements, so using different sizes can help establish a clear hierarchy. Color: Bright or bold colors tend to be more attention-grabbing than muted or neutral colors, so using different colors can help establish a hierarchy. Contrast: By using contrast, such as light and dark or different textures, designers can create visual interest and guide the viewer's attention. Alignment: Aligning elements in a way that creates a clear flow can help establish a hierarchy and make it easier for viewers to navigate the design. Typography: Using different font sizes, styles, and weights can help establish a clear hierarchy and emphasize important text.
- 17. Colour Colour as a Design Principle Color is considered both a principle and an element of design. As a principle, color refers to the ways in which color is used in a design to create mood, establish hierarchy, and communicate emotions and ideas. As a designer, it’s always helpful to have a basic knowledge of colour theory, for example you should know that different colours evokes emotions and you should learn these colours appropriately.
- 18. Colour Colour as a Design Principle Designers use color to create a visual identity for a brand, to evoke emotions in the viewer, and to make a design more appealing and memorable. For example, The Blue in Google brand colours represents trusts, reliability, and strength. The Red symbolizes Passion, the yellow represents the creative and happy side of google. While green for Google communicates harmony and growth. Google Blue Hex: #4285f4 Google Red Hex: #e84435 Google Green Hex: #0f9d58 Google Yellow Hex: #fbbc04
- 19. Space Space as a Design Principle We’ve discussed the importance of colours, images, and shapes, but what about the space that is left blank? Space, or negative space, refers to the area around and between visual elements. I.e. It refers to the area that a shape or form occupies. It also refers to the background against which we see the shape or form. Space is just as important as the elements themselves and can greatly influence the overall impact of a design.
- 20. Space Space as a Design Principle There are two types of space in design: ● Positive space: This refers to the area occupied by visual elements, such as text and images. ● Negative space: This refers to the area around and between visual elements.
- 21. Typography Typography as a Design Principle Typography can also be considered a principle of design, although it is more commonly regarded as an element of design. As a principle, typography refers to the ways in which typography is used to create a cohesive and effective design. Good typography involves choosing the right typeface, font size, line spacing, and other typographic elements to communicate information effectively and create a sense of visual hierarchy. Typography can also be used to establish a brand identity and evoke emotions in the viewer.
- 22. Typography Typography as a Design Principle “Words have meaning, type has spirit,” — Paula Scher. Typography is one of the key pillars of design, and it speaks volumes about a brand or an artwork when executed stylistically or even customized. Sometimes, ‘type’ is all you need to showcase your design concept.
- 23. Rules Time to break some of those rules Once you’re an adept graphic designer who understands the foundations of design, then it’s time to break some of those rules. And, by that, I don’t mean, using pixelated images or an illegible font type. Remember, whatever it is that you’re choosing to communicate, should not be compromised. While these principles may require some of you to be more observant and take mental snapshots of novel designs (that you stumble upon), they’re key principles for those who want to create a great brand by way of strong visuals and content.
- 24. Conclusion Final Note In conclusion, the language of design is a complex and nuanced system of principles and elements that designers use to communicate ideas, emotions, and information through visual means. Each principle and element plays a unique role in creating effective and impactful designs, and mastering the language of design is a key aspect of becoming a successful designer.
- 25. Design is not just what it looks like and feels like. Design is how it works. - Steve Jobs
- 26. So let us remember that design is not just about aesthetics, but about communicating ideas and solving problems through visual means. By mastering the language of design, we can create meaningful and impactful designs that make a difference in the world. Conclusion Final Note
- 27. Thanks