The basics of graphic design

Graphic design is complex , and comprises of a whole host of different elements. They all play an important role in creating a good design, even if some of them may seem rather banal on their own. Nevertheless, every well-designed medium, whether printed or online, is based on a balanced design of all these elements: colors, shapes, lines, dots, textures, and space. Let’s take a look at them together:

Colors

Colors have a profound influence on how we feel. Psychologists discovered this decades ago. “Color psychology” studies which colors evoke which emotions in us. Today, we already know quite a bit about this and can effectively use this knowledge in graphic design to achieve a certain effect on the viewer.

Of course, colors don’t affect everyone exactly the same way. We all have different associations, experiences, or feelings that influence our perception of color. Otherwise, we would all like the same colors, and the world would be a lot less colorful. Nevertheless, there are some color effects that seem to be universal.

Colors are therefore an important element in the design and development of a brand identity. Within a brand, the appealing and consistent use of colors is particularly important – and therefore deserves special attention.

In addition to the consistent use of colors in branding, trends also play a role – for example, in fashion, architecture, but also in advertising and marketing. Graphic designers are faced with the task of harmoniously balancing both: ensuring consistent use of colors, while also embracing current trends to stay ahead of the game.

Fun Fact: Colors affect the viewer both consciously and subconsciously. The presence of a color can have just as much of an effect as its absence!

Shapes

Shapes are the simplest, most important element in graphic design. Everything that surrounds us has a shape. Historically speaking, shapes have been with us for a very long time—literally, ever since we can remember. Therefore, they have a very strong influence on us. We associate them, both consciously and subconsciously, with certain characteristics and feelings.

Just as colors are subject to certain fundamental principles, shapes are also subject to certain principles. For example, most people perceive a square as masculine: stable, secure, predictable. Circles appear more feminine: harmonious, secure—and infinite. Triangles are often perceived as insecure, as very active and dynamic. Not always necessarily an advantage.

Shapes also play a major role in design trends. If you’ve witnessed the evolution of web design, for example, you’ll certainly remember that different shapes are always “in”: sometimes completely straight, sometimes rounded.

There are many shapes: circles, rectangles, triangles, spirals, but also organic and abstract shapes. Basic geometric shapes play the most important role in design. In web design, for example, you’ll definitely find rectangles – triangles and circles, however, not necessarily.

Lines

Lines are one of the most fundamental elements in graphic design. So fundamental that the layperson often doesn’t even consciously notice their presence! And although they seem so simple—after all, they’re just a straight line connecting two points—they offer a wide range of design possibilities. Lines can be thick or thin, wavy or jagged, dashed or dotted, for example. They can be solid or blend from one color to another. Depending on the design, lines have a different effect on the viewer. This is frequently used in graphic design!

In design, lines are used in drawings and illustrations, for example. They are also used in textures and patterns. Lines help structure information. Therefore, they are often used in text composition. Underlines, for example, add special emphasis to a text—these are lines.

Space

In the context of object design, “space” (often also “white space”) is used to describe the distance between objects. For example, if two colored boxes are placed next to each other in a design, the distance between them is the space—or white space. If the colored boxes contain text, the distance between this text and the edge of the colored box is also referred to as space. And even though this space is empty by definition, it is anything but nothing in graphic design! It is of enormous importance!

Designing white space is one of the most important tasks of a professional graphic designer. Adequate space is essential to give the viewer a place to rest their gaze so they aren’t overwhelmed by information. Space brings calm to a design and conveys a sense of spaciousness. However, balance is also important here. Too much white space can actually appear empty.

White space also has a technical component—especially when it comes to graphic design in the digital space. On mobile devices, for example, sufficient white space is essential to position controls so that the user can tap them accurately. If buttons or links are too close together, meaning there isn’t enough space, the likelihood of accidentally tapping the wrong button increases.

Web design offers a particularly wide range of possibilities for space. Unlike in the print world, designers are less restricted to a specific available space. This allows space in web design to offer the viewer the best possible experience.

Textures

Textures are another important element in graphic design. They allow you to enhance or diminish the visual strength of an object within an overall composition.

Textures visualize the surface quality of design elements. For example, an object can look smooth or rough, cold or fluffy. Texture describes how an object would feel if you could touch it.

In graphic design, textures are used to add depth and structure to a design. They can help bring a design to life. They can also create visual balance and contrast.

Balance

Good design is always more than the sum of its parts. It’s not just about using certain elements within a design, but doing so in a balanced way. The balance between the individual elements must be right.

In graphic design, balance means that the individual visual elements are arranged in such a way that they convey a sense of order, security, and stability. Without the right balance, a design can appear cluttered and uncomfortable, whereas good balance in design creates harmony and a pleasing aesthetic. Balance doesn’t necessarily mean straightforwardness and boredom. There are very different types of balance:

Symmetrical balance:
In symmetrical balance, uniform elements are arranged in the same way on either side of a central line. The uniformity of presentation and the equal “weight” on both sides create a sense of calm, order, and stability. Therefore, symmetrical balance is often used in formal designs intended to convey a sense of consistency and authority.

Asymmetrical balance:
Asymmetrical balance creates equality through the uneven distribution of elements, which, however, balance each other out in their overall effect. This tension makes designs with asymmetrical balance appear very dynamic, exciting, and interesting. They enable highly creative, innovative compositions.

Radial balance
In a radial balance, all elements emanate from a central point, as if moving away from it. Designs created in this way create strong visual appeal and draw the viewer’s eye directly to the center of the image. For this reason, radial balances are often used to draw attention or create a central focus in a design.

Mosaic balance
When elements in a design are evenly distributed across the entire surface without a clear center, this is called mosaic balance. This can be used to create a uniform yet interesting structure.

Imbalance
Imbalances are often deliberately used in graphic design to create unrest, tension, or a sense of movement. Imbalances can, for example, emphasize certain elements within a design. They are also excellent for provoking a certain reaction in the viewer.