Graphic DesignBasics

The elements and principles of graphic design used in desktoppublishing

ByJacci Howard Bear,About.com Guide

Get a better understanding of the basics of graphic design by studying the elements and principles of graphic design that govern effective design and page layout. Graphic design is the process and art of combining text and graphics and communicating an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication. Designers achieve their goals by utilizing the elements and principles of graphic design.

By following each of two learning paths on these concepts of graphic design basics and their application in modern desktop publishing, those with no formal graphic design training can improve their page layout and text compositions.

Although individual lessons within these two Graphic Design Basics classes can be taken out of order, I recommend following the lessons sequentially to get the full benefit.

1. Elements of Graphic Design Basics Classes The building blocks of design are defined and illustrated in these lessons and exercises - including lines, shapes, and texture. Explore each element individually and as a part of the whole.

2. Principles of Graphic Design Basics Classes Learn how to use alignment, contrast, white space, and other principles of graphic design to create effective page compositions through these graphic design lessons and exercises.

Elements of Graphic Design BasicsClasses

Design Basics for Desktop PublishingCourse

ByJacci Howard Bear,About.com Guide

Although individual lessons can be taken out of order, I recommend following the Graphic Design Basics course and these lessons on the elements of design sequentially to get the full benefit.

1.1Building Blocks of Design
The first class describes the 5 elements of design: lines, shapes, mass, texture, and color. Also describes other elements sometimes included as basic building blocks.

1.2 An Introduction to the Elements of Design

1.2 Lines
Everyone knows what a line is, right? Look more closely at the great variety of lines, straight, curved, thick, thin, solid, and not-solid.
1.2 Lines

1.3 Shapes
Squares (and rectangles), triangles, and circles are the three basic shapes. Examine their role in design including the psychology of shapes in logo design. Class also touches on freeform shapes.
1.3 Shapes

1.4 Mass
How big is it? Take a look at mass or visual weight of graphic and text elements. This class includes a large section on size and measurements for type and paper and images.
1.4 Mass

1.5 Texture
In addition to the actual texture of the paper we print on, look at the textures we create through techniques such as embossing and the visual texture created with certain graphics techniques.
1.5 Texture

1.6 Color
What is the meaning of red? Which colors go well together? Color symbolism and association is the primary focus of this class. It also touches briefly on the mechanics of color reproduction on the Web and in print.
1.6 Color

Introduction to the Elements ofDesign

Class 1: Building Blocks ofDesign

ByJacci Howard Bear,About.com Guide

lements of Design: line, shape, mass, texture, color

All designs have certain basics elements or building blocks chosen to convey the message — beyond the actual words or photos used. The five elements of lines, shapes, mass, texture, and color are the building blocks of design for desktop publishers. Other terms which you might hear described as elements of design are form, space, and value (as in lightness or darkness of color).

Graphic design encompasses the creation of a great many types of projects but for the purposes of these lessons we're focusing on the elements of design as they apply to typical desktop publishing projects including logos, ads, brochures, business cards, newsletters, books, and to some extent, Web pages.

For our first class we'll expand on the definitions of lines, shapes, mass, texture, and color and focus primarily on learning to recognize these elements in printed materials. In subsequent classes within this course we'll cover each element in more detail with greater emphasis on the desktop publishing and software aspects of those elements.

First Assignment: Class Samples
Spend some time gathering examples that you'll use in the next five lessons and future classes. Your first assignment is to create a folder (not on your computer, a real paper folder) or a notebook to hold your samples. If your desk looks like mine, all the sample materials you need may be there already. If not, take several days (or as long as you need) to gather the following types of material.

In your folder, put printed samples of:

  • display ads and fliers
  • logos
  • newsletters
  • brochures of all kinds
  • business cards
  • letterhead
  • magazines
  • newspapers
  • labels and packaging
  • books, book jackets

Include the good and the bad — don't worry about the quality. Sift through your junk mail, magazines, newspapers, and your business card file. You can even include work that you've created yourself. Aim for a variety of materials. There's no need to sort these materials right now.

Individual Lessons
For the remainder of these lessons I'll refer to your folder or notebook of materials as your samples or 'Class Samples'. With your Class Samples in hand, go through each of the elements of design introductory lessons, in order. Concentrate on each element individually. Do the exercise included in each lesson. When you reach the end you'll go to the final assignment for this class.

Even though no one will know whether you actually do the exercises and assignments included with each lesson and class, I strongly encourage you to do so. It will help to reinforce your understanding of each of the concepts covered throughout this Graphic Design Basics course.

NextLesson 1 - Lines

Introduction to Lines as an Element ofDesign

Lesson 1 - Find Examples ofLines

ByJacci Howard Bear,About.com Guide

Lines, an element of design

Lines can be long or short, straight or curved. Lines can be horizontal, vertical, or diagonal. They create patterns. Lines in graphic design can be solid, dashed, thick, thin, or of variable width.

Sometimes a designer uses a line alone to divide or unite elements on a page. Lines can denote direction of movement (as in diagonal lines and arrows) or provide an anchor to hold elements on a page (such as lines at the top, bottom, or sides of a page).

You can use lines in conjunction with other elements of your design. One well-known example, the AT&T logo, is a pattern of thick and thin lines arranged in a circular shape.

Go through your sample folder of ads, newsletters, business cards, books, and other projects with an eye on lines. I want you to find as many different examples of lines of all kinds used in these pieces. Are the lines used prominently? Are they part of a logo or used in other ways to divide the page or add decoration?

Exercise
Find examples of each of these six types of lines:

  1. horizontal lines
  2. vertical lines
  3. diagonal lines
  4. curved or freeform lines
  5. lines used in a pattern
  6. non-solid (dashed, dotted, etc.)
  7. lines

Separate these six (or more) examples in your Class Samples collection before going on to the next lesson.

Remember, this first set of lessons is an introduction to each of the elements of design. You'll be taking an in-depth look at lines* and other elements in subsequent classes in this course.

NextLesson 2 - Introduction to Shapes

Introduction to Shapes as an Element ofDesign

Lesson 2 - Identify GeometricShapes

ByJacci Howard Bear,About.com Guide

Shapes, an element of design

Circle, square, and triangle are the three basic shapes used in graphic design. Perhaps the most familiar shape to desktop publishing is the square (and rectangle). Paper is rectangular. Most text blocks are square or rectangular. While you may encounter printed projects cut into other shapes, most circles, triangles, and freeform shapes in desktop published materials are found on the page within the graphics or in the way the elements are placed on the page.

Go through your sample folder of ads, newsletters, business cards, books, and other projects looking for a variety of shapes. No doubt you can find many examples of squares and rectangles but keep an eye out for other shapes. Are the examples you find actual graphic elements or can you find examples of lines or text arranged in geometric shapes?

Exercise
Find examples of each of these six shapes:

  1. square (not-rectangle) graphic element
  2. square (not-rectangle) text blocks
  3. circle graphic element
  4. triangle graphic element
  5. circle, triangle, or freeform text blocks
  6. paper in other than a rectangle (diecut brochures or business cards or perhaps a non-rectangular ad amid a sea of rectangular ads in a newspaper)

Separate these six (or more) examples in your Class Samples collection before going on to the next lesson.

Remember, this first set of lessons is an introduction to each of the elements of design. You'll be taking an in-depth look at shapes* and other elements in subsequent classes in this course.

NextLesson 2 - Introduction to Mass

Introduction to Mass as an Element ofDesign

Lesson 3 - Find Examples of Two Kinds ofMass

ByJacci Howard Bear,About.com Guide

Mass, an element of design

Mass is size. There is physical size and visual size. Size can be relative. A physically small brochure can have a great deal of mass through the use of heavy text and graphic elements. A physically large brochure can appear smaller, lighter by using text and graphics sparingly.

While the paper projects you create have a certain size because of the size and weight of the paper, visual mass — how light or heavy it appears — is also an element of the design. Go through your sample folder of ads, newsletters, business cards, books, and other projects and look at each piece and analyze mass in terms of physical size of the piece and the visual mass. Does it have a heavy, imposing look due to the size or weight of the paper or the density of text and graphics? Is it small and compact or light and airy? Hold the items in your hand to see if they feel light or heavy. Compare the physical size to the visual mass of each piece.

Exercise
Find four examples of mass as follows:

  1. physically large
  2. physically small
  3. visually massive
  4. visually small or light

Separate these four (or more) examples in your Class Samples collection before going on to the next lesson.

Remember, this first set of lessons is an introduction to each of the elements of design. You'll be taking an in-depth look at mass* and other elements in subsequent classes in this course.

NextLesson 4 - Introduction to Texture

Introduction to Texture as an Element ofDesign

Lesson 4 - IdentifyTextures

ByJacci Howard Bear,About.com Guide

Texture, an element of design

For desktop publishing, actual texture is the feel of the paper. Is it smooth to the touch or rough? Textures can also be visual. On the Web, especially, backgrounds that simulate familiar fabrics, stone, and other textures are common.

Certain printing and finishing techniques such as thermography and embossing can add both actual and visual textures to a printed piece.

Go through your sample folder of ads, newsletters, business cards, books, and other projects looking for as many different types of actual and visual textures as you can find. Can you tell by looking whether a paper will be soft and smooth or rougher? Are the visual textures used in place of actual papers of that texture or do they relate in some way to the purpose of the printed piece (such as a stone texture for a tile company)? See and feel the difference in textures on embossed pieces or other types of raised printing.

Exercise
Find four examples of textures as follows:

  1. actual smooth paper
  2. actual rough paper
  3. visual texture (simulated fabric, stone, or even water etc. printed on the paper)
  4. an example of thermography or embossing
    or, Alternately for item 3, browse the Web and find a Web page with a simulated textured background.

Separate these four (or more) examples in your Class Samples collection before going on to the next lesson.

Remember, this first set of lessons is an introduction to each of the elements of design. You'll be taking an in-depth look at texture* and other elements in subsequent classes in this course.

NextLesson 5 - Introduction to Color

Introduction to Color as an Element of Design

Lesson 5 - Pick out types ofcolor

ByJacci Howard Bear,About.com Guide

Color and Value, elements of design

Color is everywhere. Every single piece in the samples you've collected so far, even if it is black and white, exhibits the element of color. Color is used to attract attention. It can be subtle or bold.

Color can be found in the paper, the text, or the graphic elements and photos. A monochromatic color scheme uses a single color, perhaps in various tints, while other layouts utilize combinations of two, three, or more colors.

Color can be used to ellicit specific emotions and reactions. Red is typically thought of as an attention-grabbing, hot color. Blues are more calming or convey stability. Some color combinations are used to create a specific identity (corporate colors, school colors) or may be used in conjunction with texture to simulate the look of other objects (the look of plain paper wrapping or neon lights, for example). Color may provide cues for the reader.

Sometimes considered a separate element of design, value is the relative lightness or darkness of an area compared to the surrounding area. Tints of gray or red are different values of the same color. Changing values can create contrast, movement, and emphasis.

Go through your sample folder of ads, newsletters, business cards, books, and other projects and look at the variety of colors, color combinations, and the way color is used. Does the piece derive its main color from the paper? Are colors used throughout in specific ways such as just for graphic elements or only for headlines?

Exercise
Find four examples of the use of color and value:

  1. subtle use of color (monochromatic or very little color)
  2. bold use of color (bright color, many colors, etc.)
  3. black and white only
  4. strong contrast in values other than strictly black and white (light and dark areas using tints of the same color or different light and dark colors)

Separate these three (or more) examples in your Class Samples collection before going on to the final assignment.

Remember, this first set of lessons is an introduction to each of the elements of design. You'll be taking an in-depth look at color* and other elements in classes that follow the self-test assignment in this part of the course.

NextElements of Design Self-Test Assignment

Self-Test on the Elements ofDesign

Assignment - Analyze lines, shapes, mass, texture, andcolor

ByJacci Howard Bear,About.com Guide

Elements of Design: line, shape, mass, texture, color

Your first assignment is fairly simple. It has two parts. While no one but you may see these assignments, take the time to do them just as if you were turning them in for a grade. It will help reinforce what you have learned.

Choose one sample piece that you set aside from any of the previous lessons (lines, shapes, mass, texture, color).

Part 1: Completely describe the sample piece (tri-fold brochure, standard business card, etc.). Then, write a detailed description of one element of design you identified that piece as having. Be specific (thin horizontal line dividing columns in a newsletter or example of actual/visual texture through the use of thermography or raised printing). This part is subjective, but based on your own perceptions and feelings about the piece, tell why you believe the designer used that element in that specific way and tell whether you think it is a good or bad use of that element. No, no one is looking, but if you're serious about learning then write it down.

Part 2: Additionally, briefly describe how each of the other elements of design are used in that piece. That's it. Simple enough?

If you find yourself having trouble identifying or describing any of the elements within the piece, go back to that introductory lesson and re-read the class material. If it's still unclear, go ahead and move on to the in-depth lessons on each element of design that follow this assignment.

Congratulations. You have completed Class 1, an Introduction to the Elements of Design. This first set of lessons provides an overview of the five elements of design. You'll be taking an in-depth look at each of the elements of graphic design in subsequent classes in this course beginning with the next page.

NextClass 2Lines, In-Depth

Lines

Elements of Design Class 2
Lines are one of the basic elements of design. Alone or in combination with other lines or shapes they can aid in the readability, appearance, and message of a design.

Use lines to:

  • organize
  • texturize
  • guide the eye
  • provide movement
  • make a statement
  • convey universal meanings

Lines
Keep an eye out for brochures, ads, newsletters, graphics, logos, and other print projects that include examples of lines, look for materials around you that include lines of all kinds. You'll refer to these examples in some of the lessons in this class.

In Lines Lesson 1 we'll look at what a line is and the different looks of lines. In Lines Lesson 2 we'll combine lines and see how the patterns we create convey different ideas. Then in Lines Lesson 3 we'll look at how lines are used in design and some practical uses of lines in common desktop publishing projects.