Graphic Design – Principals and Purpose

Design Style Influences

These are the things that a brand must consider when creating their branding and overall style.

• Business Type - What a business sells, creates or provides.
• Brand Values - What a brand cares about/aims to achieve.
• Brand Positioning - Financial placement of a brand.
• Economy
• Mid-range
• High-end

7 Principles of Graphic Design

1. Balance

This refers to the spread of the graphic design elements, like shapes, text boxes and images, of a design evenly throughout a layout. Designers can choose between a balanced (stable) design or off-balanced (dynamic) layout.

Symmetrical – This type of design is where the weight of the elements is evenly divided into both sides of the layout.

Asymmetrical – This type of balance employs scale, contrast and colour to even out the flow of a layout. It is usually found in websites, where two sides of a webpage differ from each other but contain similar elements.

2. Alignment

This aspect of a design creates a visual connection between elements such as images, shapes or blocks of texts. Alignment helps develop a sharp and ordered appearance by lining up similar or related elements in order to create a cleaner design.

3. Hierarchy

This method combines two aspects, dominance and priority, giving extra weight to certain elements of a design over others. It helps brands convey their message to the audience by focusing on a particular element of the design. Hierarchy can be achieved by:

• Highlighting the title using large or bold fonts;
• Placing the key message at a higher level than other elements;
• Adding shapes to frame the focal view;
• Implementing detailed and colourful visuals.

4. Contrast

Contrast is an important principle in any form of visual art as it guides the customer’s attention to the key elements of a design. It is essential for maintaining the distinction between similar elements in a design, thereby enhancing a layout’s overall legibility. Contrast is formed when design elements are placed in opposition on a layout, for example:

• Dark vs light;
• Thick vs thin;
• Contemporary vs traditional;
• Large vs small.

5. Rhythm

Rhythm brings together different elements to create a more organised and consistent look. Repetition of certain elements such as logos or colour can help make a brand easily recognisable and strengthen the overall look.

6. Proximity

Proximity helps in decluttering the overall design by creating a relationship between related elements. It forms a visual connection among important design factors such as colour, font, type or size, ensuring the layout is balanced to form a perfect design. It enables the audience to have a pleasant overview of what they are looking at, thereby offering a good user experience.

7. Colour and Space

Choosing the right colour can help define the tone of the design. Designers can choose from a wide range of colour combinations for the background and text of the layout. 

Space refers to the area around or between the various elements of the design. It can either be used to create shapes or highlight the important aspects of a design. Graphic designers use a colour palette to choose colours that can create contrast or even work together to complement other elements.

Google Doc Task

Task 1: Design Style Influences

For the following three business types, find an example (picture) of branding (advert, logo, etc) for an economy, mid-range, and high-end brand.

Supermarket

Tech Company

Fashion and Clothing

Once you have found your branding, use Google to find some information on the values of each brand (What they believe in, Why they started, What they wish to achieve, etc)

Task 2: Principles of Graphic Design

For each of our 7 principles find an example (picture) of graphic design that shows it in clear use.

For each image, write a sentence describing how they principle has been used.

Introduction to Unit – Visual Identity and Digital Graphics

In this unit you will learn to how to develop visual identities for clients and use the concepts of graphic design to create original digital graphics to engage target audiences.

Topics Include: 

• Develop visual identity
• Plan digital graphics for products
• Create visual identity and digital graphics.

Glossary: Visual identity is all of the imagery and graphical information that expresses who a brand is and differentiates it from all the others. In other words, it describes everything customers can physically see, from the logo to the interior design of a store.

The purpose of visual identity is:

• To create an emotional impression on viewers
• To inform viewers about the nature of the brand and services/products offered.
• To unify the many different aspects of a business through consistent visuals

Elements of Visual Identity:

Visual identity is essentially a brand’s visual language. As such, its individual elements are, like words, the building blocks that allow the messenger to create meaning. Here, we’ll look at these separate elements that come together to form a cohesive visual identity.

1. Graphics

2. Typography

3. Colour Palette

4. Imagery

5. Physical Brand Assets

Graphics

Graphics, in the context of visual identity, are picture assets that are drawn or designed. They can be as simple as forms and shapes—consider a Lego block or the Coca-Cola bottle and how these distinctive silhouettes signify their respective brands. Or they can be more complex, such as a logo, icons, or even full-scale illustrations or animations.

Typography

Typography is the shape or styling of the text you use in your branding. There are many different types of fonts, and each one can have a different effect on the viewer, including different degrees of legibility. For the purposes of visual identity, you’ll want to consider the wordmark to your logo, a headline font and a body copy font (which should be the most legible).

Colour Palette

Colour is used to identify a brand through a scheme of very specific hues, shades and tints. This means brands do not simply use red or green but shiraz and seafoam. When used correctly, colours can generate powerful emotional responses in the viewer.

Whilst often beginning with the logo, these colours should be repurposed for all brand materials. Designers will generally need to assign a primary colour (the main colour for your brand), a secondary colour (to be used in the background), and an accent colour (for contrast on assets such as a pop-up). Keep in mind that the absence of colour, such as black and white, is a perfectly valid colour choice as well.

Imagery

Imagery describes photography and video content as well as any spokespeople who act as the living “image” of the brand in advertisements. When it comes to visual identity, designers must curate only those images that are the most representative of the brand’s personality and, most importantly, its customers.

Brand imagery is the element most related to the target audience because people empathise with faces and naturally want to see themselves reflected in the brands they consume.

Physical Brand Assets

Physical assets are the material objects that contribute to a brand’s visual identity. This may not apply to brands who don’t have a physical presence, and the nature of these assets will vary even within businesses that do. But as this is an important element of visual identity for physical brands, it is worth going over.

Physical assets can include the layout and design of a store (think of how all Apple Stores look alike with white interiors and glass storefronts), the uniforms that customer-facing employees wear, and the crockery, cutlery and tablecloths used in restaurants. All of these send a message to consumers, including the lack of consistency.

Google Doc Task:

Task 1: Choose a well-known recognisable brand and find images that show their use of:

1. Graphics
2. Typography
3. Colour Palette
4. Imagery
5. Physical Brand Assets (If applicable)

For each, write a short description alongside your image.

Task 2: Refer back to our introduction of the purpose of ‘Visual Identity’:

1. What emotional response does your chosen brand aim to incite in their audience?
2. What is the overall nature of their brand/products/ services?
3. How are they consistent in their use of visuals across the different aspects of their branding?

Challenge: Create your own fictional brand and begin to consider the same aspects that you have just outlined above for this brand.