FUNDAMENTALS

OF
GRAPHIC DESIGN
MODULE 1 : DEFINITION; NATURE OF GRAPHIC DESIGN
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DESIGN AS A DISCIPLINE
DESIGN IS A MULTI DISCIPLINARY FIELD, WITH WIDE RANGE OF SPECIALIZATIONS.
DESIGN IS USED IN SOLVING A PROBLEM OR TO REACH A SPECIFIC GOAL
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DESIGN AS A DISCIPLINE

VARIOUS SPECIALIZATIONS OF DESIGN ARE

GRAPHIC DESIGN: TO COMMUNICATE INFORMATION, IDEAS OR MESSAGES
INDUSTRIAL DESIGN: DESIGNS OF FURNITURE, APPLIANCES ETC
ARCHITECTURAL DESIGN: INTERIOR SPACES, EXTERIOR DESIGNS, LAYOUTS, LIGHTING, LANDSCAPING ETC.
FASHION DESIGN: DESIGNING OF CLOTHING AND ACCESSORIES
PRODUCT DESIGN: DESIGN AND DEVELOPMENT OF CONSUMER PRODUCTS
WEB DESIGN: WEBSITES, APPLICATIONS, INCLUDING LAYOUTS, NAVIGATION AND USER EXPERIENCE
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DESIGN AS PROCESS
DESIGN IS A PROCESS AND INVOLVES SEVERAL STAGES
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DESIGN AS PROCESS

RESEARCH AND ANALYSIS: USER RESEARCH, ANALYZING DATA AND STUDYING EXISTING PRODUCTS
CONCEPT DEVELOPMENT: CREATING SKETCHES, WIREFRAMES OR MOCKUPS
DESIGN DEVELOPMENT: REFINEMENT OF DESIGN, AND FURTHER DEVELOPMENT OF DESIGN
TESTING AND EVALUATION: TESTING WITH USERS, STAKEHOLDERS AND GATHERING INFORMATION FOR
FINAL DESIGN

IMPLEMENTATION: BUILDING A WEBSITE OR BROUCHURE OR MARKETING MATERIAL

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DESIGN AS PROCESS
THE GRAPHIC DESIGN PROCESS INVOLVES SEVERAL KEY STAGES:
GATHERING INFORMATION: UNDERSTAND THE PROJECT BRIEF THROUGH DISCUSSIONS WITH THE CLIENT AND
CONDUCT RESEARCH ON COMPETITORS AND TRENDS.

CREATING THE OUTLINE: DRAFT INITIAL CONCEPTS AND CREATE MOOD BOARDS TO VISUALIZE DESIGN
DIRECTION.

CREATIVITY: DEVELOP CREATIVE IDEAS BASED ON RESEARCH AND BRAINSTORM WITH TEAM MEMBERS TO
ENHANCE CONCEPTS.

MULTIPLE VERSIONS: GENERATE VARIATIONS OF DESIGNS, USING MOCK-UPS TO ILLUSTRATE HOW FINAL
PRODUCTS WILL APPEAR IN REAL-WORLD CONTEXTS.

REVISION: PRESENT DESIGNS TO THE CLIENT FOR FEEDBACK, AND MAKE ADJUSTMENTS THROUGH AN ITERATIVE
PROCESS UNTIL SATISFACTION IS ACHIEVED.

FINAL PRODUCTION: PREPARE FINAL FILES IN APPROPRIATE FORMATS, CONDUCT QUALITY CHECKS, AND DELIVER
THE APPROVED DESIGNS WITH USAGE GUIDELINES.

THIS STRUCTURED APPROACH BALANCES CREATIVITY WITH CLIENT NEEDS, ENSURING EFFECTIVE VISUAL
COMMUNICATION.
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CHARACTERISTICS OF GRAPHIC DESIGN

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CHARACTERISTICS OF GRAPHIC DESIGN

1) CREATIVITY: IMAGINATION AND ARTISTIC SKILLS TO CREATE SOMETHING INTERESTING

2) FUNCTIONALITY: NOT JUST ABOUT PRETTY LOOKS, IT NEEDS TO BE FUNCTIONAL AND EFFECTIVE IN
ACHIEVING INTENDED PURPOSE

3) CLARITY: CLEAR AND EASY TO UNDERSTAND

4) TYPOGRAPHY: TO CREATE HIERARCHY, CREATE EMPHASIS, GUIDE VIEWER’S EYE THROUGH THE
DESIGN.

5) COLOR THEORY: HOW THEY INTERACT WITH EACH OTHER, HOW THEY EFFECT HUMAN EMOTIONS
6) LAYOUT: VISUALLY PLEASING, EASY TO FOLLOW, HAS TO GUIDE THE VIEWER’S EYE
7) BRANDING: BRANDING PROJECTS, CREATING VISUAL IDENTITIES
8) ADAPTABILITY: ADAPT THEIR DESIGNS TO DIFFERENT MEDIUMS
9) TECHNICAL SKILLS: SHOULD BE ABLE TO USE DIFFERENT TOOLS TO ACHIEVE THEIR DESIGN TARGET
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GRAPHIC DESIGNER - QUALITY OF GRAPHIC DESIGNER

GRAPHIC DESIGNER - QUALITY OF GRAPHIC DESIGNER FUNDAMENTALS OF GRAPHIC DESIGN MODULE 1

WHO POSSESSES A COMBINATION OF TECHNICAL AND CREATIVE SKILLS, AS WELL AS THE ABILITY TO
COMMUNICATE EFFECTIVELY WITH CLIENTS AND TEAM MEMBERS.

1) CREATIVITY: SHOULD HAVE A STRONG SENSE OF CREATIVITY AND BE ABLE TO COME UP WITH ORIGINAL
AND VISUALLY STRIKING DESIGNS.

2) TECHNICAL SKILLS: SHOULD HAVE A STRONG UNDERSTANDING OF DESIGN SOFTWARE AND BE

PROFICIENT IN USING PROGRAMS SUCH AS ADOBE PHOTOSHOP, ILLUSTRATOR, AND INDESIGN.

3) ATTENTION TO DETAIL: SHOULD HAVE A KEEN EYE FOR DETAIL AND BE ABLE TO SPOT AND CORRECT
ERRORS IN THEIR DESIGNS.

4) PROBLEM-SOLVING SKILLS: SHOULD BE ABLE TO THINK CRITICALLY AND COME UP WITH EFFECTIVE
SOLUTIONS TO DESIGN CHALLENGES.
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5) COMMUNICATION SKILLS: SHOULD BE ABLE TO COMMUNICATE EFFECTIVELY WITH CLIENTS AND

TEAMMEMBERS, AND BE ABLE TO CLEARLY EXPLAIN THEIR DESIGN CHOICES AND IDEAS.

6) ADAPTABILITY: SHOULD BE ABLE TO ADAPT THEIR DESIGN SKILLS TO DIFFERENT PROJECTS AND
INDUSTRIES.

7) TIME MANAGEMENT: SHOULD BE ABLE TO MANAGE THEIR TIME EFFECTIVELY AND MEET DEADLINES.

8) TREND AWARENESS: HE SHOULD STAY INFORMED ABOUT DESIGN TRENDS AND BE ABLE TO
INCORPORATE CURRENT DESIGN STYLES INTO THEIR WORK.

9) FLEXIBILITY: A GOOD GRAPHIC DESIGNER SHOULD BE OPEN TO FEEDBACK AND WILLING TO MAKE
CHANGES TO THEIR DESIGNS BASED ON CLIENT OR TEAM MEMBER INPUT.

10) PASSION: A GOOD GRAPHIC DESIGNER SHOULD BE PASSIONATE ABOUT DESIGN AND HAVE A DEEP
LOVE FOR THE WORK THEY DO.
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FUNCTIONS & RESPONSIBILITY OF GRAPHIC DESIGNER

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FUNCTIONS & RESPONSIBILITY OF GRAPHIC DESIGNER:

1) MEETING WITH CLIENTS OR TEAM MEMBERS, TO DISCUSS DESIGN CONCEPTS AND GATHER
INFORMATION ABOUT THE PROJECT.

2) CONDUCTING RESEARCH AND GATHERING INFORMATION TO INFORM THE DESIGN PROCESS.

3) CREATING VISUAL CONCEPTS AND DESIGN LAYOUTS USING SOFTWARE SUCH AS ADOBE PHOTOSHOP,
ILLUSTRATOR, AND INDESIGN.
4) COLLABORATING WITH OTHER DESIGNERS, WRITERS, AND DEVELOPERS TO CREATE COHESIVE AND
EFFECTIVE DESIGNS.

5) REVISING DESIGNS BASED ON FEEDBACK FROM CLIENTS OR TEAM MEMBERS.

6) MANAGING PROJECTS AND MEETING DEADLINES.
7) CREATING AND MAINTAINING A PORTFOLIO OF THEIR WORK.
8) OCCASIONALLY WORK ON PHOTOGRAPHY AND VIDEO EDITING.
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COMMON VISUAL DESIGN MISTAKES

COMMON VISUAL DESIGN MISTAKES: FUNDAMENTALS OF GRAPHIC DESIGN MODULE 1

THERE ARE MANY COMMON VISUAL DESIGN MISTAKES THAT DESIGNERS CAN MAKE, SOME EXAMPLES
INCLUDE:

1) LACK OF CONTRAST: USING COLORS OR TYPEFACES THAT ARE TOO SIMILAR MAKES IT DIFFICULT FOR
VIEWERS TO DISTINGUISH BETWEEN DIFFERENT ELEMENTS.

2) POOR TYPOGRAPHY: NOT PAYING ATTENTION TO TYPOGRAPHIC HIERARCHY CAN MAKE A DESIGN
DIFFICULT TO READ.

3) INCONSISTENT DESIGN: INCONSISTENCY IN DESIGN ELEMENTS SUCH AS TYPOGRAPHY, LAYOUT, AND

IMAGERY CAN MAKE A DESIGN LOOK UNPROFESSIONAL.

4) IGNORING WHITE SPACE: NEGLECTING THE USE OF WHITE SPACE CAN MAKE A DESIGN FEEL CLUTTERED
AND OVERWHELMING

5) OVERUSE OF STOCK IMAGERY: OVERUSING STOCK IMAGERY CAN MAKE A DESIGN LOOK GENERIC
AND UNORIGINAL.

6) NOT CONSIDERING THE AUDIENCE: NOT UNDERSTANDING THE TARGET AUDIENCE AND THEIR NEEDS
CAN LEAD TO A DESIGN, THAT DOESN'T EFFECTIVELY COMMUNICATE ITS MESSAGE.
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7) NOT TESTING THE DESIGN: NOT TESTING A DESIGN WITH DIFFERENT DEVICES, BROWSERS OR AUDIENCES
CAN LEAD TO UNEXPECTED ISSUES.

8) NOT FOLLOWING THE BRIEF: NOT FOLLOWING THE GUIDELINES AND OBJECTIVES SET BY THE CLIENT OR
PROJECT CAN LEAD TO A DESIGN THAT DOESN'T MEET THE INTENDED PURPOSE.

9) NOT KEEPING THE DESIGN SIMPLE: OVERCOMPLICATING A DESIGN WITH TOO MANY ELEMENTS OR
UNNECESSARY DETAILS CAN MAKE IT DIFFICULT TO UNDERSTAND.

10) NOT CONSIDERING SCALABILITY: NOT DESIGNING WITH SCALABILITY IN MIND CAN LEAD TO ISSUES
WHEN THE DESIGN NEEDS TO BE USED IN DIFFERENT CONTEXTS OR SIZES.

IN SUMMARY, COMMON VISUAL DESIGN MISTAKES INCLUDE: LACK OF CONTRAST, POOR TYPOGRAPHY,
INCONSISTENT DESIGN, IGNORING WHITE SPACE, IGNORING ACCESSIBILITY, OVERUSE OF STOCK IMAGERY,
NOT CONSIDERING THE AUDIENCE, NOT TESTING THE DESIGN, NOT FOLLOWING THE BRIEF, NOT KEEPING THE
DESIGN SIMPLE, AND NOT CONSIDERING SCALABILITY.
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DESIGN AS ARTIFACT
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DESIGN AS ARTIFACT:
DESIGN AS ARTIFACT REFERS TO DESIGN BEING VIEWED AS A TANGIBLE OUTCOME OR OBJECT, WHETHER
PHYSICAL OR DIGITAL. A "DESIGN ARTIFACT" IS ANY PRODUCT OR ITEM RESULTING FROM THE DESIGN
PROCESS, SERVING BOTH AESTHETIC AND FUNCTIONAL PURPOSES.

KEY CHARACTERISTICS:
•PURPOSE: DESIGN ARTIFACTS ARE CREATED WITH A SPECIFIC FUNCTION, SUCH AS A CHAIR, LOGO, OR
MOBILE APP, SERVING PRACTICAL OR COMMUNICATIVE ROLES.

•PHYSICAL OR DIGITAL: ARTIFACTS CAN BE PHYSICAL (FURNITURE, PACKAGING) OR DIGITAL (WEBSITES,

APPS).

•VISUAL AND FUNCTIONAL: ARTIFACTS BALANCE AESTHETICS WITH FUNCTIONALITY, FOCUSING ON

USABILITY, COMFORT, AND READABILITY.

•CULTURAL INFLUENCE: ARTIFACTS OFTEN REFLECT CULTURAL, SOCIAL, AND TECHNOLOGICAL TRENDS.
•DESIGNER’S INTENT: THEY EMBODY THE DESIGNER'S VISION AND PROBLEM-SOLVING APPROACH.
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DESIGN AS ARTIFACT:
EXAMPLES:
•GRAPHIC DESIGN: LOGOS, BROCHURES, AND POSTERS.
•PRODUCT DESIGN: FURNITURE, SMARTPHONES.
•WEB DESIGN: WEBSITES AND APPS.
•ARCHITECTURE: BUILDINGS AND INTERIORS.
IN SUMMARY, DESIGN AS ARTIFACT REPRESENTS THE TANGIBLE OUTCOMES OF THE DESIGN PROCESS,
BALANCING AESTHETICS, FUNCTION, AND PURPOSE.