FUNDAMENTALS

OF
GRAPHIC DESIGN
MODULE 3 : PRINCIPLES OF DESIGN
 FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

UNIT 1 - PRINCIPALS OF DESIGN

THE PRINCIPLES OF DESIGN ARE THE FUNDAMENTAL GUIDELINES USED BY GRAPHIC DESIGNERS TO CREATE
VISUALLY PLEASING AND EFFECTIVE DESIGNS. THE MOST COMMONLY USED PRINCIPLES OF DESIGN ARE:
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1. BALANCE
BALANCE: REFERS TO THE DISTRIBUTION OF VISUAL WEIGHT WITHIN A COMPOSITION.
IT CREATES A SENSE OF STABILITY AND CAN BE ACHIEVED THROUGH SYMMETRICAL,
ASYMMETRICAL, OR RADIAL BALANCE.
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2. CONTRAST
REFERS TO THE DIFFERENCES BETWEEN ELEMENTS IN A COMPOSITION. IT CREATES VISUAL INTEREST AND CAN
BE ACHIEVED THROUGH THE USE OF COLOR, VALUE, SIZE, AND TEXTURE.
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3. EMPHASIS
REFERS TO THE FOCAL POINT OF A COMPOSITION. IT IS USED TO DRAW ATTENTION TO A SPECIFIC AREA OR
ELEMENT AND CAN BE ACHIEVED THROUGH THE USE OF CONTRAST, SIZE, COLOR, OR PLACEMENT.
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4. PATTERN
REFERS TO THE REPETITION OF A DESIGN ELEMENT OR MOTIF. IT CREATES A SENSE OF MOVEMENT, RHYTHM,
AND UNITY AND CAN BE ACHIEVED THROUGH THE USE OF REPETITION, TEXTURE, AND COLOR.
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5. PROPORTION
REFERS TO THE SIZE RELATIONSHIP BETWEEN ELEMENTS IN A COMPOSITION. IT CREATES A SENSE OF
HARMONY AND CAN BE ACHIEVED THROUGH THE USE OF SCALE AND THE GOLDEN RATIO.
RULE OF THIRDS

RULE OF THE GOLDEN RATIO GOLDEN TRIANGLE COMPOSITION

Cursor with solid fill

UNIT 1 - PRINCIPALS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

6. UNITY
REFERS TO THE OVERALL COHESIVENESS OF A COMPOSITION. IT CREATES A SENSE OF WHOLENESS AND
CAN BE ACHIEVED THROUGH THE USE OF REPETITION, CONTRAST, AND THE PRINCIPLES OF BALANCE AND
PROPORTION.
UNIT 1 - PRINCIPALS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

BY APPLYING THESE PRINCIPLES, DESIGNERS CAN CREATE VISUALLY INTERESTING AND EFFECTIVE DESIGNS
THAT COMMUNICATE THEIR MESSAGE EFFECTIVELY.
 FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

UNIT 2 - FUNCTIONS OF DESIGN

IN GRAPHIC DESIGN, THE FUNCTIONS OF DESIGN ARE THE UNDERLYING PRINCIPLES THAT GUIDE THE
CREATION OF VISUAL CONTENT TO EFFECTIVELY COMMUNICATE MESSAGES AND FULFILL SPECIFIC
PURPOSES. THESE FUNCTIONS ENSURE THAT THE DESIGN IS NOT ONLY AESTHETICALLY PLEASING BUT ALSO
FUNCTIONAL AND MEANINGFUL. HERE ARE THE PRIMARY FUNCTIONS OF DESIGN IN GRAPHIC DESIGN:

1. ORDERLY PRESENTATION : ORGANIZING INFORMATION CLEARLY AND LOGICALLY.

2. ATTRACTION : DRAWING ATTENTION AND ENGAGING THE AUDIENCE
3. STIMULATION : EVOKING EMOTIONS AND PROMPTING ACTIONS
4. REFLECTION : REPRESENTING BRAND IDENTITY AND CONVEYING MESSAGES
5. SUPPORT : ENHANCING USABILITY, ACCESSIBILITY, AND FUNCTIONALITY
6. RETENTION : MAKING CONTENT MEMORABLE AND FOSTERING BRAND LOYALTY
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

1. ORDERLY PRESENTATION:

CLARITY AND ORGANIZATION: DESIGN HELPS IN ORGANIZING INFORMATION IN A CLEAR AND LOGICAL
MANNER. THIS MAKES IT EASIER FOR THE AUDIENCE TO UNDERSTAND AND PROCESS THE CONTENT.

HIERARCHY: ESTABLISHING VISUAL HIERARCHY ENSURES THAT THE MOST IMPORTANT ELEMENTS ARE
NOTICED FIRST. TECHNIQUES LIKE SIZE, COLOR, AND POSITIONING ARE USED TO CREATE THIS HIERARCHY.
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

1. ORDERLY PRESENTATION:
Examples of Hierarchy

SCALE CONTRAST DIRECTION POSITION

In hierarchy scaling, the most The more difference there is Elements that are aligned Position on the page creates
important information is the between the light and dark differently from others will stand an automatic hierarchy. The
largest element in the design, colors, the more something will out visually. most important position when
Lesser information is scaled advance visually and we’ll see reading left to right is upper left
down it first. Shape contrast is also quadrant. The next most
used. For example the important is the lower right.
HEADLINE stands out due to its Then comes upper right and
complex shape least is lower left
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

2. ATTRACTION:

VISUAL APPEAL: A KEY FUNCTION OF DESIGN IS TO ATTRACT ATTENTION. BY USING VISUALLY

APPEALING ELEMENTS LIKE COLORS, TYPOGRAPHY, AND IMAGERY, DESIGNERS CAN DRAW THE
AUDIENCE'S EYE TO THE CONTENT.

ENGAGEMENT: ENGAGING DESIGN ELEMENTS KEEP THE AUDIENCE INTERESTED AND ENCOURAGE
THEM TO INTERACT WITH THE CONTENT, WHETHER IT’S READING AN ARTICLE, BROWSING A WEBSITE,
OR VIEWING AN ADVERTISEMENT.
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3. STIMULATION:

EMOTION AND RESPONSE: DESIGN CAN EVOKE EMOTIONS AND PROVOKE RESPONSES. THROUGH THE
USE OF COLORS, IMAGES, AND LAYOUT, DESIGNERS CAN CREATE MOODS AND FEELINGS THAT
RESONATE WITH THE AUDIENCE.

ACTION: EFFECTIVE DESIGN STIMULATES ACTION, WHETHER IT’S MAKING A PURCHASE, SIGNING UP
FOR A NEWSLETTER, OR CLICKING ON A LINK. CALL-TO-ACTION ELEMENTS ARE DESIGNED TO PROMPT
SPECIFIC BEHAVIORS.
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4. REFLECTION:

BRAND IDENTITY: DESIGN REFLECTS THE BRAND’S IDENTITY AND VALUES. CONSISTENT USE OF LOGOS,
COLORS, AND TYPOGRAPHY HELPS IN BUILDING AND MAINTAINING BRAND RECOGNITION AND
LOYALTY.

MESSAGE CONVEYANCE: DESIGN IS USED TO CONVEY MESSAGES AND NARRATIVES. WHETHER IT’S
AN ADVERTISEMENT, A WEBSITE, OR A BROCHURE, THE DESIGN SHOULD REFLECT AND REINFORCE THE
INTENDED MESSAGE.
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

5. SUPPORT:

USABILITY AND ACCESSIBILITY: GOOD DESIGN MAKES THINGS EASY TO USE AND ACCESSIBLE FOR
EVERYONE, INCLUDING PEOPLE WITH DISABILITIES. IT ENSURES CONTENT IS SIMPLE TO NAVIGATE.

FUNCTIONALITY: DESIGN HELPS A PRODUCT OR SERVICE WORK BETTER. FOR EXAMPLE, A WELL-
DESIGNED WEBSITE IMPROVES USER EXPERIENCE BY MAKING IT EASY FOR USERS TO FIND INFORMATION
AND COMPLETE TASKS.
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6. RETENTION:

MEMORABILITY: DESIGN ELEMENTS HELP IN MAKING CONTENT MEMORABLE. UNIQUE AND

DISTINCTIVE DESIGNS ARE MORE LIKELY TO BE REMEMBERED BY THE AUDIENCE.

BRAND LOYALTY: CONSISTENT AND APPEALING DESIGN CONTRIBUTES TO BUILDING BRAND

LOYALTY. WHEN USERS HAVE A POSITIVE VISUAL EXPERIENCE, THEY ARE MORE LIKELY TO RETURN TO
THE BRAND.
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

SUMMARY :

IN SUMMARY, THE FUNCTIONS OF DESIGN IN GRAPHIC DESIGN ENCOMPASS:

1. ORDERLY PRESENTATION: ORGANIZING INFORMATION CLEARLY AND LOGICALLY.

2. ATTRACTION: DRAWING ATTENTION AND ENGAGING THE AUDIENCE.
3. STIMULATION: EVOKING EMOTIONS AND PROMPTING ACTIONS.
4. REFLECTION: REPRESENTING BRAND IDENTITY AND CONVEYING MESSAGES.
5. SUPPORT: ENHANCING USABILITY, ACCESSIBILITY, AND FUNCTIONALITY.
6. RETENTION: MAKING CONTENT MEMORABLE AND FOSTERING BRAND LOYALTY.
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

UNIT 3 – LAYOUT
LAYOUT: DEFINITION & CONCEPT

DEFINITION: LAYOUT IN GRAPHIC DESIGN REFERS TO THE

ARRANGEMENT OF VISUAL ELEMENTS ON A PAGE. THIS
INCLUDES THE POSITIONING OF TEXT, IMAGES, AND OTHER
GRAPHICAL COMPONENTS TO CREATE A COHERENT AND
VISUALLY APPEALING COMPOSITION.

CONCEPT: THE CONCEPT OF LAYOUT IS TO ENSURE THAT

THE VISUAL ELEMENTS WORK TOGETHER HARMONIOUSLY TO
GUIDE THE VIEWER'S EYE AND CONVEY THE INTENDED
MESSAGE EFFECTIVELY. A GOOD LAYOUT BALANCES
AESTHETICS WITH FUNCTIONALITY, MAKING THE CONTENT
ENGAGING AND EASY TO UNDERSTAND.
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

TYPES OF LAYOUTS
1. GRID LAYOUT: UTILIZES A GRID TO ALIGN ELEMENTS IN AN ORGANIZED MANNER, ENSURING
CONSISTENCY AND BALANCE.

2. HIERARCHICAL LAYOUT: ORGANIZES CONTENT BY IMPORTANCE, DIRECTING THE VIEWER'S

ATTENTION TO KEY ELEMENTS FIRST.

3. MODULAR LAYOUT: DIVIDES THE DESIGN INTO MODULES OR SECTIONS, MAKING IT FLEXIBLE AND
EASY TO ORGANIZE.

4. ASYMMETRICAL LAYOUT: USES NON-UNIFORM BALANCE TO CREATE A DYNAMIC AND INTERESTING

DESIGN.

5. SINGLE-COLUMN LAYOUT: PLACES CONTENT IN A SINGLE VERTICAL COLUMN, OFTEN USED FOR
MOBILE-FRIENDLY DESIGNS.

6. MULTI-COLUMN LAYOUT: USES MULTIPLE COLUMNS TO DISTRIBUTE CONTENT, COMMONLY SEEN IN

NEWSPAPERS AND MAGAZINES.

7. FLUID LAYOUT: ADAPTS TO DIFFERENT SCREEN SIZES AND DEVICES, ENSURING A RESPONSIVE DESIGN.
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

TYPES OF LAYOUTS

1. GRID LAYOUT: UTILIZES A GRID TO ALIGN ELEMENTS

IN AN ORGANIZED MANNER, ENSURING CONSISTENCY
AND BALANCE.
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TYPES OF LAYOUTS

2. HIERARCHICAL LAYOUT: ORGANIZES CONTENT BY IMPORTANCE, DIRECTING THE VIEWER'S ATTENTION

TO KEY ELEMENTS FIRST.
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TYPES OF LAYOUTS

3. MODULAR LAYOUT : DIVIDES THE DESIGN INTO MODULES OR SECTIONS, MAKING IT FLEXIBLE AND
EASY TO ORGANIZE.
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TYPES OF LAYOUTS

4. ASYMMETRICAL LAYOUT : USES NON-UNIFORM BALANCE TO CREATE A DYNAMIC AND INTERESTING

DESIGN
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

TYPES OF LAYOUTS

5. ASYMMETRICAL LAYOUT : PLACES CONTENT IN A SINGLE VERTICAL COLUMN, OFTEN USED FOR
MOBILE-FRIENDLY DESIGNS.
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TYPES OF LAYOUTS

6. MULTI-COLUMN LAYOUT: USES MULTIPLE COLUMNS TO DISTRIBUTE CONTENT, COMMONLY SEEN IN

NEWSPAPERS AND MAGAZINES.
UNIT 2 - FUNCTIONS OF DESIGN FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

TYPES OF LAYOUTS

7. FLUID LAYOUT: ADAPTS TO DIFFERENT SCREEN SIZES AND DEVICES, ENSURING A RESPONSIVE
DESIGN.
UNIT 3 - LAYOUT FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

STAGES OF LAYOUT
The layout design process typically involves several stages, each with a specific purpose in
refining and finalizing the design. These stages help transition a concept from a basic idea to a
fully developed design that is ready for production or presentation. The key stages of layout
design include the Rough Sketch, Thumbnail, Final Layout, and Comprehensive Layout.

1. UNDERSTANDING THE PROJECT BRIEF 5. ROUGH LAYOUT

2. RESEARCH AND INSPIRATION 6. COMPREHENSIVE LAYOUT (COMP)
7. FINALIZATION AND PRODUCTION
3. CONCEPT DEVELOPMENT
4. ROUGH SKETCH & THUMBNAIL LAYOUTS
UNIT 3 - LAYOUT FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

STAGES OF LAYOUTS

1. UNDERSTANDING THE PROJECT BRIEF

APPROACH: BEFORE ANY DESIGN WORK BEGINS, IT IS CRUCIAL TO THOROUGHLY UNDERSTAND THE
PROJECT REQUIREMENTS, GOALS, AND CONSTRAINTS. THIS INVOLVES REVIEWING THE CLIENT’S BRIEF,
DISCUSSING THE TARGET AUDIENCE, AND CLARIFYING THE MESSAGE OR PURPOSE OF THE DESIGN

KEY CONSIDERATIONS:
CLIENT’S OBJECTIVES
TARGET AUDIENCE AND THEIR PREFERENCES
KEY MESSAGES OR CALLS TO ACTION
TECHNICAL REQUIREMENTS AND CONSTRAINTS (E.G., PRINT OR DIGITAL SPECIFICATIONS)
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STAGES OF LAYOUTS

2. RESEARCH AND INSPIRATION

APPROACH: CONDUCT RESEARCH TO GATHER INSPIRATION AND INSIGHTS. THIS INCLUDES STUDYING
COMPETITORS, UNDERSTANDING INDUSTRY TRENDS, AND EXPLORING VISUAL STYLES THAT RESONATE
WITH THE TARGET AUDIENCE.

KEY CONSIDERATIONS:
COMPETITOR ANALYSIS
VISUAL TRENDS AND STYLES
GATHERING REFERENCE MATERIALS, MOOD BOARDS, OR STYLE GUIDES
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STAGES OF LAYOUTS

3. CONCEPT DEVELOPMENT

APPROACH: BEGIN BRAINSTORMING IDEAS AND DEVELOPING CONCEPTS THAT ALIGN WITH THE
PROJECT GOALS. THIS IS A CREATIVE STAGE WHERE MULTIPLE IDEAS ARE GENERATED, OFTEN THROUGH
SKETCHES OR MIND MAPPING.

KEY CONSIDERATIONS:
MULTIPLE CONCEPTS TO EXPLORE DIFFERENT CREATIVE
DIRECTIONS

CONCEPTUAL ALIGNMENT WITH THE BRAND OR

MESSAGE

FEASIBILITY AND PRACTICALITY OF CONCEPTS

UNIT 3 - LAYOUT FUNDAMENTALS OF GRAPHIC DESIGN MODULE 3

STAGES OF LAYOUTS
4. ROUGH SKETCH & THUMBNAIL LAYOUTS

THUMBNAIL SKETCHES ARE ROUGH SKETCHES THAT GET YOUR IDEAS

ON PAPER IN DIFFERENT ARRANGEMENTS.

SKETCH YOUR DESIGN IDEAS QUICKLY.

PUT DOWN AS MANY AS POSSIBLE.

DON'T DISCARD ANY IDEAS—SOMETIMES THE BEST IDEAS ARE A

COMBINATION OF IDEAS.

THUMBNAILS ARE MUCH SMALLER THAN THE FINAL PRODUCT SIZE BUT
SHOULD BE IN GENERAL PROPORTION TO THE FINISHED SIZE.

THE WHOLE POINT OF THESE SKETCHES IS TO GENERATE VISUALLY

APPEALING IDEAS. TEXT IS ONLY A PLACEHOLDER, SO IT DOES NOT
NEED TO BE LEGIBLE.
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STAGES OF LAYOUTS
5. CREATE ROUGH LAYOUTS

ROUGH LAYOUTS, ALSO CALLED ROUGHS, ARE BLACK AND WHITE SKETCHES THAT
PRESENT A MORE ACCURATE VISUAL OF THE PROPOSED DESIGN.

GET FEEDBACK AND DIRECTION FROM THE CUSTOMER BEFORE GOING TO THE NEXT
STEP.

ROUGHS COME FROM THE BEST THUMBNAIL IDEAS - SOMETIMES THEY ARE A
COMBINATION OF THE ELEMENTS IN SEVERAL THUMBNAILS.

SKETCH ROUGHS IN FULL DETAIL, BUT WITHOUT THE COLOR. THE IDEA SHOULD NOT
DEPEND ON COLOR TO COMMUNICATE THE MESSAGE.

REPEAT THE PROCESS UNTIL A DESIGN IDEA HAS BEEN SELECTED AND APPROVED.
THEN PROCEED TO THE NEXT STEP.

ROUGHS ARE WORKED UP IN THE SAME PROPORTION AND ABOUT HALF THE SIZE AS
THE FINISHED PRODUCT.
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STAGES OF LAYOUTS
6. CREATE COMPREHENSIVE LAYOUTS

STAGE: THE COMP IS A NEAR-FINAL REPRESENTATION OF THE DESIGN.

APPROACH: CREATE A COMPREHENSIVE LAYOUT THAT INCLUDES ALL

DESIGN ELEMENTS IN THEIR FINAL FORM, SUCH AS EXACT COLORS,
IMAGES, FONTS, AND GRAPHICS. THE COMP IS TYPICALLY WHAT IS
PRESENTED TO THE CLIENT FOR FINAL APPROVAL.

KEY CONSIDERATIONS:

HIGH FIDELITY AND ATTENTION TO DETAIL

REFLECTS THE EXACT LOOK AND FEEL OF THE FINAL PRODUCT

USED FOR CLIENT REVIEW AND FEEDBACK BEFORE FINAL

PRODUCTION