Elements of graphic design

There are seven elements of graphic design that are the starting point of your design ideas: Line,
Shape, Texture, Space, Size, Value and Color. Each of these elements is a building block to a
good layout.

You are probably familiar with most of these elements from everyday life so there is nothing
mysterious about them. Each one of these elements can be used to design different layouts
depending on how you use them.

When using the elements of design, it is important to know which elements are necessary and
which are not. Knowing this will keep your layouts clutter less and help strengthen your design.

1. Line

The first element of design is line.

Lines can be used in a variety of ways
in a layout: They help to organize
information; They can direct your
readers' eye as to the organization of
the layout; They can create a mood;
And, they can rhythm and movement.

For example, lines can organize

information on your page. A line can
define the boundaries of your page.
Vertical or horizontal lines can also be
used to direct your readers from one
piece of information to another. To
create a mood, use a wavey line to give
the piece a feeling of movement.

Lines in your piece can:

 Convey a mood or an
emotion.
 Organize the design.
 Establish columns of
text.
 Create a texture.
 Create movement.
 Define shape.
 Call attention to a word.
 Connect pieces of
 information in your
layout.
 Frame an image or a
word.

2. Shape

The next element of good design is shape. Shape

is any element that you use to give or determine
form. Shapes also communicate ideas. For
example, an international company may use a
circle in their logo that could suggest the earth.
Unusual shapes attract attention. Because people
are used to seeing images regular shapes such as
a rectangle, using a shape such a star would call
attention to that image. Another example would
be arranging type in a shape rather than in
vertical columns.

There are three ways that shape enhances your

layout. First, shape helps to sustain reader
interest. Shapes can be used to break up a page
that uses a lot of text. Second, shape is used to
organize and separate. A part of the text can be
placed in a shape with a colorful background and
will add variety to the page. Last, shape can be
used as a conceptual tool. You can use shape to
lead your reader's eye through the design. In
layouts, the eye looks for a place to begin and
will follow through the design to the end. Shape
can help you keep your reader's attention.

The three different types of shapes- geometric,

natural and abstract. Geometric shapes are
triangles, squares, rectangles and circles.
Geometric shapes are regular and structured, and
make excellent building blocks for design.
Natural shapes are plant, animal or human, and
are irregular and fluid. For example, instead of
using a rectangular shape to frame part of a page,
you could use ivy if it is appropriate, to give the
page a light, airy feeling. Abstracted shapes are
 defined as simplified versions of natural shapes.
An example of an abstracted shape is the symbol
for handicapped asscessible is a figure in a
wheelchair.

To use shape in your piece:

Frame a photograph using irregular

shapes.
Symbolize an idea.
Connect pieces of information.
Make a part of the body copy more
interesting.
Highlight information using a box with a
shade of a color.
Imply letterforms by using a triangle to
represent the letter "A" or a circle to
represent the letter "O."
Tie together all the elements on a layout.

3. Texture

The third element is texture, which gives

the design piece a look or feel, or a
surface. Think about the different textures
that we encounter everyday. Texture can
help you create a particular mood for a
layout or be used in individual shapes.

Texture can be used in your layout to add

dimension and richness. There are two
types of texture. The first, tactile texture,
can be felt. For example, think about the
different pieces of paper you have
handled. The second, visual texture, is
used to create the illusion of texture on a
printed piece. Wallpaper is a good
example of visual texture. Blocks of type
can be used as texture by alternating the
patterns of light and dark that are created
by the shapes of the letterforms as well the
spaces between them.
A pattern is type of visual texture. When
an image or line of type is repeated many
times, the patterns of lights and darks add
dimension to a surface. Wrapping paper is
a good example of pattern. Patterns can
make excellent backgrounds and borders
in layouts.

To use texture in your piece:

Use an image and relate it to its

background.
Use a paper stock that will enhance
the piece's a mood or personality.
Create contrast for interest.
Fool the eye by using type as
image to achieve a wrapping paper
effect.
Use appropriate imagery to
provoke a particular emotion.
Create a feeling of richness and
depth.
Add liveliness and activity.

4. Space

The fourth element is space, which is an

essential element in your layout. Space is
defined as the distance or area between or
around things. When you are designing a
layout, think about where you are going to
place your type and imagery as well as they'll
be on the page in relation to each other. You
must think about how much space you want
around and between each element. Things to
think about: How much space you have; How
the type and images will work together; How
it all looks.

When you have many elements in a piece, you

must leave some areas free from type and
imagery. This is called white space, and it
creates a rest for the eye, and visually
 organizes what's on the page. The placement
and the value of the shapes on the page create
spatial relationships and focal points, which
are centers of interest.

To use space in your piece:

Give the eye a visual rest by using

white space.
Use a small amount of space to create
ties between elements.
Form positive and negative shapes with
the use of color and shape.
Give a layout depth by overlapping one
element with another.
Use a lot of white space around an
element to highlight it.
Use large margins to help make a
layout easy to follow.
Use unequal spacing between elements
to make a page dynamic.
Use letterspacing to help make type
very legible.

5. Size

The fifth element is size, which is how big or small something is. In
design, size can function, size can attract or size can organize.

When you are designing a piece, size plays an important role in making a layout functional,
attractive and organized.

The first factor you need to consider is function-what the printed size of the piece will be. Think
about how the piece will ultimately be used and whether the its use will end up limiting the size.
For example, if you are designing a brochure, will it need to fit in a #10 envelope?

The second factor is using size to attract your audience. You can contrast large and small
elements or make a image larger and crop it in an interesting way.

The third factor is using size to organize your piece. To attract your viewers attention, make the
most important element the largest and the least important element the smallest. Headlines are
usually the largest type element on the page, while subheadlines, and body text is smaller. Larger
objects appear to be closer on the page than smaller ones, and that can be used to reinforce
importance and create artificial spacial relationships.
To use size in your piece:

Make the most important element the largest.

Bring elements forward or make elements recede on the page.
Give the reader a sense of scale of a photograph by using a related image.
To make all elements easy to see by using larger type or pictures.
Contrast two elements to add interest by adding a small amount of type to large image.
Make elements fit together properly in a piece by keeping repeating elements such as
headlines, subheadlines and body copy the same size.

6. Value

The sixth element is value, which is the

darkness or lightness of something. Value
helps to gives shape and texture to
everything around us. In design, every
element has value.

When laying out pages, an element's value

will be affected by its background and other
elements that are around it. For example, if
you use a lot of text in a small area, it will
make the paper look like it has turned gray.

Value is also an important tool for expressing

the theme or mood of your design. If you use
values of black, white and gray in a design,
you add power or change the mood of the
design. A good example of this the album
cover for the Beatles' "White Album." The
cover is a stark white with the words
"Beatles" set in small type. The restrained
use of value created a visually impactful
piece.

Value helps to establish contrast by subtly

blending shades of color or black and white.
Value also helps to create movement and
direction. If you place a single black dot on a
white background, there is great contrast
between the foreground (the dot) and the
background (the white background). If you
then add a second dot below the first, both
 dots will have equal importance, unlike the
first example, which only has one element on
the page. Furthermore, if you make the
second dot a 50% shade, the value of the
second dot has created movement and
direction.

To use value in your piece:

Use large type with lots of leading

(space between lines of type), which
is a dark value, and small type with
small amounts of leading, which is a
light value.
Use black and white to create a
checkerboard background pattern.
Use light values to create a subtle
look to your piece.
Contrast black against white.
Make one element light and the rest
dark.
Make one element dark to make
recede into the

7. Color

The final element in good design is color, which is

the ultimate tool for symbolic communication. The
decisions you make about color should be made
with great care to ensure the success of your design
piece.

In your piece, you should think about the mood you

want to convey. Like value, color can evoke moods
and emotion. It can also help to identify an
important element in your layout as well as relay
the message of your communication. For example,
you could use a colored frame around a group of
images to let your reader know that all of those
images belong together. You could also use red to
convey an important piece of textual information.

Although color can make a layout more dynamic, it

is important to consider why you want to use color
and what you would like the color to achieve. Think
 about what colors are most appropriate to your
message and your audience.

To use color in your piece:

Make important text a different color than

the rest of the copy.
Use a bright color to tell the reader where to
look first.
Use bright colors together to help create a
feeling of excitement.
Repeat a color from an image and use it
with corresponding type or as a background
to help unify the layout.
Color code a document (such as a training
manual) with large amounts of text to help
organize the piece.
Use an appropriate color to help
differentiate parts of a chart or graph.
Use colors such as pastels to create a
soothing mood, or more bright colors to
create excitement.

Other Principles of design

 Balance,

 Contrast,

 Emphasis,

 Rhythm and

 Unity.

These principles will help you combine the different design elements into a good layout. Each
principle discussed in this section can be combined with, and applied to, the seven elements. For
example, to create unity in a layout you can use any one of the elements such as line, texture,
shape, space, size, color.

The principles of graphic design affect where you place type and image, and influence every
decision you make when designing a layout. The principles also affect how each piece of image
and body copy relate to each other, what your message is and how you communicate it. When
working with the design principles, always think about how each principle you use will enhance
your layout, make it visually appealing to your audience, how it is organized and whether or not
it helps to communicate your message clearly.

We will explore each of these elements in this section. There are three examples of each element
discussed. Begin this section with balance.

hat is the driving force behind balance? Gravity. If you are caught off balance, you may fall, or
you may shift your weight to maintain your balance. In graphic design, if a layout is unbalanced,
your readers will feel uneasy as if something is wrong with the page.

One approach to balance is symmetry, which is an equal distribution of weight. All of the
elements on the page are centered and balanced. For example, you can arrange your elements so
they are evenly distributed to the left and right of the center. Symmetrical design can
communicate stability and strength, which appropriate for a traditional or conservative piece.

The other approach is asymmetry, which is the opposite of symmetry.The elements on the page
are not uniformly placed on the page. For example, if you place a line at a 45 degree angle in the
lower right hand part of a page, you have created an asymmetrical design. To balance an
asymmetrical design, use design elements such as color, value, size, shape and texture.
Asymmetry can bring contrast, variety, excitement, movement, surprise and informality to a
communication. It would be appropriate for a piece that entertains as well as informs.

To Use Balance In Your Piece:

 Center typographic and image elements on the page.

 Use a shape such as a circle or triangle and repeat the shape at regular intervals.
 To offset a large image or block of copy, place several small visuals in one area.
 Think about using one or two odd shapes if you are using "regular" shapes.
 To lighten up a piece with a lot of body copy, use a bright, colorful image.
 Around large blocks of copy and dark image, use a lot of white space.
 Use several bits of copy to offset large, dark images, leaving plenty of white space
around each.
 Use a grid with an equal number of columns or horizontal rows.
Contrast can assist you in strengthening an idea and is a strong design principle that will help
you distinguish your communication. When you add any element to a page, you've used contrast.

How would you communicate a poster showing all of the moon phases? It would seem logical to
use a dark background with white images to make the different phases of the moon stand out on
the page. Contrast can be used with the elements of design such as size, color, shape, texture,
line, value and space. When using contrast in your designs, think in contrasting terms such as
small or large, white or black, crooked or straight, rough or smooth, dull or shiny, symmetrical or
asymmetrical, serif or sans-serif.

When choosing the combination of contrasting elements, be sure that it best represents the mood
or idea that you are trying to communicate.

The contrast choices you make do not have to be dramatic to be effective. Think about the
overall message of your piece and then consider whether a diminished contrast or a subtle
contrast would be suitable. When working with a subtle contrast, be sure that the difference is
noticeable or it may go unnoticed, or look like a mistake.

To use contrast in your piece:

o Strengthen your ideas.

o Make your piece more visually appealing by using contrasting typefaces.
o Contrast color, shape, texture, line, size, space and value.
o Strengthen a design using subtle color shifts and differences in type.

design, emphasis is whatever stands out the most gets the attention. For a communication to
attract readers, it must have a focal point. Without a focal point, readers will move on. On the
other hand, if there are too many focal points the reader will not know where to start and quickly
give up. As a designer, it is your job to choose what the most important element of the
communication is based on the message you want to send to your target audience.

You must choose the most important element based on the message you're trying to
communicate to your target audience. To make an element bigger or bolder for the sake of
making bolder or bigger won't enhance your piece. For example, if a poster has a large
photograph that is of a bad quality may get a passing glance, but it will more likely leave a bad
impression on the reader.

After choosing sn element to emphasize, there are several methods of calling attention to it.
Generally, a focal point is created when there is one element that differs from the other elements.
For example, if you are working with a vertical layout, using a horizontal element will stand out
(ie vertical columns of text with a horizontal picture).
To use emphasis in your piece:

 Center a small line of reversed type or a small photograph in a large black and
white area.
 Surround an image with a lot of text.
 Place an important line of text on a curved line or an angle, and keep the other
lines of text in straight columns.
 Set headlines and subheadlines in a bold typeface, and body copy in a lighter
typestyle.
 Place a small bit of copy near a large image.
 Set the most important information in a color, or use an unusual typeface.

Rhythm is used to achieve movement and is

the visual progression of repeating elements
in a varied pattern.

The two keys to using rhythm are repetition

and variation. Repetition repeats visual
elements in a consistent manner, and
variation is a change in the size, placement or
form of visual elements.

Repetition helps to unify a piece. For

example, to make text easy to read, use even
columns. Without the use of variation,
repetition can be boring. Many pages of
identical columns of text should be varied
with the use of headlines, subheadlines and
images. You can balance repetition and
variation by repeating elements to unify the
piece, but vary some of the elements to keep
your readers interest.

Rhythm is used to communicate a feeling or

mood in a piece. To establish a calm and
relaxing mood, place your elements at regular
intervals, which is a smooth, even rhythm.
This approach to rhythm helps your reader
 with dry, factual text. To establish a more
dynamic mood, vary the size and spacing of
elements. Advertisements will often use this
type of rhythm to keep an audiences
attention.

To use rhythm in your piece:

You can repeat a group of similarly

shaped images along the same
baseline with equal space between
each element.
Use a series of progressively larger
elements in a repeated series.
Set your text in one size, and use large
images.
Alternate dark, bold type with light,
thin type.
Repeat a similar shape in various
areas of a layout.

In design, unity helps all of the design elements look like they belong together. Your readers
need visual cues telling them which parts of the layout go together. For example, relate a specific
headline, body copy, and image that go together. If there is no clear organization or relationship
between elements, you've lost your reader.

There are three ways for you to unify type and images: Grouping, Repeating and Grid Systems.
Grouping means that elements that are close together look that like belong together.Elements are
repeated through the use of color, shape or texture. Repeating elements in a layout, unifies it. For
example, if you are using an image of a flag, you can use the blue from the flag as one of your
colors. A grid system is a division of page space. You can use a grid to divide the page into
columns, margins and space. A grid system helps establish a framework for the typographic
elements and imagery on your page.

Use variety to keep your layouts from being boring. Think about beginning with a theme using a
circle. You can then use the circle and variations of the circle in different sizes and shapes. Your
elements are related through the use of shape, and they are varied and add interest to your layout.

To use unity in your piece:

 Repeat a specific color, shape or texture throughout the layout in different areas.
  Group related elements such as headlines, body copy, images and captions
together.
 Choose visual elements that have a similar color, theme or shape.
 Use one or two type families and vary the type size and weight for contrast.
 Keep the type families or styles used for headlines, subheads, body copy and
captions consistent throughout the layout.
 Use a border around a page, photo, or poster.
 Group elements with the use of line, colored background or shades of a chosen
color.

Poster design considerations

The main function of a poster is to capture a moving audience with a message. When designing a
poster, plan its design carefully. You will have a short amount of time to attract and hold your
readers attention. Think about the one aspect of the information that must convey the message
and plan your design around that.

After you determine the most important information, think about the
imagery that will best convey your message visually. Should you use on
large image, or have several small interesting shapes? Would bright
colors evoke the mood or emotion that you want? Should some of the
words be in very large type to be easily read?

It is also important to know what type of format will be used. What size
will the poster be? How big or small? That will help you with the
placement of imagery and text.

Also consider where the poster will be displayed and what size and shape
it should be. Explore alternatives with thumbnails to find the most
effective and dynamic visual imagery. Eliminate any superfluous detail.
Work out the right size and placement for everything on the poster.
Because you are usually working on a large scale, pay careful attention to balance and
proportion.

A poster should:

o Have type large enough to be viewed to 10-15 times your format width.
o Have a simple and clear layout so your reader knows where to find the
information.
o Include all important information such as date, time, location, contact name and
telephone number.
o Have a dominate elements such as a headline or image that will quickly catch
your reader's eye.
 o Have the most important message emphasized by size, color, or value.
o Have art that is related to the message.
o Have the type and imagery arranged in a logical, functional sequence.
o Have bold, intense colors to enhance your message so that it can be easily seen
from a distance.

Brochures are commonly used as a public relations tool. Their purpose is to sell, tell or show
something to an audience. When there is a tight budget, a brochure can double its function by
serving as a direct mail piece as well as a promotional flyer.

When designing a brochure, keep in mind that it must show and

tell the product or service in a clear and organized manner. Keep
in mind what the purpose of the brochure is and who the target
audience is, how it will be mailed (in an envelope or as a self-
mailer), and how it will distributed.
You will have to determine: What type of images will best help you deliver your message; How
many pages will be needed to fit all of the information as well as leaving enough white space;
Which typeface(s) (limit it to three) will be appropriate for the message and the audience.

The key to successful brochure design is unity. Be consistent with the way to set your body copy,
headlines, captions and imagery. Each panel of the brochure has to relate to the previous one to
keep your reader moving smoothly from panel to panel.

Be selective if you choose to use color. Color can make your layout more dynamic and add an
element of interest, but if it is overdone the brochure will not be successful. Think about the
audience and the organization you are designing for and make color choices that would benefit
both.

A brochure should:

 Be consistent throughout by using the same typefaces/styles on each page and

keeping the grid the same, but varying the layout.
 Have a design solution for a long shelf life, from several months to several years.
Stay away from trendy colors or typefaces that will make it look dated.
 Have a well throughout design so the reader can understand the information and
move through it in a clear and orderly way.
 Draw your reader inside by having inviting headlines and imagery.
 Display company or reader response information prominently by including
contact information, address, phone number or e-mail.
 Have a functional size to fit its purpose. It should easily fit into an envelope or a
folder if that is what your client would like.
The purpose of a letterhead is to express an identity on paper. When designing for a client it is
important to remember that a stationery system makes an indelible impression on their clients. If
the system is poorly designed or illegible, it literally mean the end of a business. As a designer,
you have a lot of power in your hands - use it well.

The first step in stationery system design is know your client. Every business is
unique and it's your job to find out what sets this company aside from its
competitors, and communicate that difference. Find out: What their primary
business is; How the company is perceived by their customers; What they like
about their current stationery system; How the letterhead will be used (laser
printer, bubble jet printer, typewriter, or by pen; What the total budget is from
design to print; And who their customers are.

The second step is to know and understand your client's clients. Even though a
stationery system appeals to your client, there is no guarantee it will appeal to
their clients. Start collecting business cards and get an idea of what visually
appeals to them.

The third step is to make sure that all the information readable. Be sure to include company
name, address, phone, fax, e-mail and web address if applicable. Think about the different ways
these elements can be positioned on the page, but make it easy to find the important information.

After you have established the parameters listed above, you can begin to narrow down design
ideas. If your client has the budget for color, think about the colors that best reflect the clients
personality. When choosing a type style, there are endless possibilities. Type can express a great
deal about a company- whether you choose a classic typeface such as Garamond or Bodoni, or
something more "modern," make sure it is representative of the personality of the client.

The next parameter to look at is paper. There are now a variety of paper choices, from weight to
color to texture. Look into paper companies as well as print shops for ideas. If your client has a
small budget, use an unusual paper and that can create a distinctive look at a low cost. If your
client has a large budget, there are a number options other than offset lithography. Other printing
methods such as screen printing produces a thick, saturated color, while a letterpress produces
crisp, embossed images. There are also options such as die, cuts, foil stamping and varnishes that
are more expensive, but can create a truly unique look.

As you begin to design the system, start with the business card first because that is the smallest
element. From there it is easier to transfer the elements to the envelope and page. Think about
the elements work together on the page - placement of a logo (if applicable), company name,
address, telephone and fax number and e-mail and internet address (if applicable).

A letterhead system should:

Clearly identify who the company or individual is.

Place the address, telephone, fax numbers, e-mail and web address in an easy to find
location.
Leave ample room for the message.
Be a reflection of your client's personality.
Have a design that unifies all the pieces.
Have an envelope design that meets postal regulations for positioning of information.
Make it easy to distinguish between the content of the message and the information about
the sender.