Lesson 2: Fundamentals of Visual Graphic Design

While we have different perceptions of what is beautiful or not, as designers,

we still need to follow standards, guidelines, and principles of visual graphic
design to ensure that we are successfully conveying our message. If our
poster design is cluttered with too many texts and icons, will our viewers still
be interested in reading its information? If our product is put in a hard-to-
open and unattractive packaging, will customers still want to buy it? Our
designs serve a purpose. In order to achieve this purpose, we have to know
how to design properly. In this lesson, we will learn how to do just that.

Learning about the fundamentals of visual graphic design is essential for us

to know how to work the different design elements together depending on
the medium and message we want to convey. These fundamentals will serve
as foundational knowledge for you as you go along with this qualification.

Topic 1: Elements of Design

As previously mentioned, design is composed of basic elements that are

strategically arranged together to communicate a message. The
arrangement of these elements is called the principles of design. Before we
tackle that in the next topic, we will first learn about the elements of design.

Each element has an important role in conveying that message, which is why
it is important that we learn how to use them properly and how to maximize
their use.

The main elements of design include the following:

Topic 2: Principles of Visual Design and Communication
Now that we have learned about the different elements of design, it is time
to explore the principles which will tell us how to arrange them to
strategically convey our message.

This topic will be further divided into three subtopics:

 Color

 Typography

 Layout and Composition

TOPIC 1: COLORS

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Topic 2: Principles of Visual Design and Communication

The Meanings of Colors

Topic 2: Principles of Visual Design and Communication

Typography

In visual graphic design, we rely on typography to completely convey our

message. While we can also use icons, images, and illustrations to
communicate ideas, typography is the most direct method that does this job.
But what is typography? Typography refers to the style or appearance of
text. It involves the arrangement of letters and text to make the copy legible,
clear, and visually appealing. Typography also involves font style,
appearance, and structure. These all help in effectively conveying your
message and eliciting emotions.

When combining fonts in your design, always remember these two things:

1. Less is more. Only use one or two fonts per project. If your design
needs more contrast, just use the same fonts but in different sizes,
weights, or styles.

2. Opposites attract. Like colors, you can combine fonts that are
complementary to each other. For example, combine serif fonts with
sans serif fonts, or decorative fonts with simple fonts.
Topic 2: Principles of Visual Design and Communication

Layout and Composition

Layout and composition provide designs with structure and a guide for
navigation. Thus, they are considered the building blocks of design. The
composition tells you how your content is arranged in the whole design. This
already includes text, images, and other graphical elements. Just like in
cooking where ingredients cannot be simply thrown in together and call it a
dish, design components cannot also be just combined together. Layout and
composition calls for a coherent and creative structure that will make your
design more effective and attention-grabbing. Hence, these five basic
principles.

Topic 3: Basic Measurements in Visual Graphic Design

In visual graphic design, pixels, points, and picas are units of measurement
commonly used to specify the size and spacing of elements within a design.
These units provide a standardized way to communicate dimensions and
maintain consistency in layout.

While points and picas are more commonly associated with traditional
typography and print design, pixels are fundamental in the digital world,
particularly for creating images and graphics on screens. Designers often
need to adapt between these units depending on the medium and the
requirements of the project, ensuring that their designs are appropriately
sized and optimized for the intended output.
Topic 4: Visual Graphic Design Process

Visual Graphic Design Process

The visual graphic design process is a dynamic and iterative journey that
requires a blend of creativity, technical skills, and effective communication.
By following this structured process, we will be able to create visually
impactful designs that resonate with the target audience and effectively
communicate the design’s intended message. Let's go over the visual
graphic design process.

The visual graphic design process begins with the creative brief. The creative
brief tells you what the project is all about. Because of that, this step is the
most important in the visual graphic design process.

A creative brief refers to a document that indicates the scope of the project
and what is needed from the designer. It must contain relevant information
that will guide the designer to meet the requirements. It includes, but is not
limited to, the following:

o Company Details

o Objectives

o Target audience

o Design Direction

o Key Message

o Design Specifications

o Project Scope and Deliverables

o Timeline

The creative brief can also include the following components:

1. Intended reaction from viewers upon seeing the final output

2. Brand guidelines

3. Pegs, if any
Research

Conducting research before designing is crucial for several reasons, as it

forms the foundation for a thoughtful and effective design process.

Research helps the designer gain insights into the client's business, its
industry, and its unique selling points.

Researching also helps the designer understand the preferences, behaviors,

and expectations of the target audience. This ensures that the design
resonates with the audience and effectively communicates the intended
message.

Research also provides the designer with a pool of inspiration.

Design Concept

You now have a lot of information at your disposal – information from the
creative brief and added information from your research. This information
gives you background on the kind of ideas you may come up with during
your brainstorming session on the design concept.

During this step, you can produce ideas about the inspiration, peg,
colors, emotions, moods, images, and other things that might be applied to
your project. You may also invite your client and colleagues to brainstorm
with you so you can get more insights.

Then, organize these ideas in a mood board or whichever tool will make
your task easier. Once organized, review all the ideas you came up with. Feel
free to make annotations for ideas you have comments on, highlights for
those that you like, and strikeouts for those you want to exclude. You may
also include attachments for references and important files relevant to your
concept.bo

Then, set on the general idea for the design concept, identify your
requirements for the execution of the design, and polish all details.

Creation

You have already identified the design concept and requirements, so it’s time
to start creating. This step depends on the kind of project you are working on
but a common step is sketching:

1. Sketching and Drafting

o This stage is often done on paper to quickly explore ideas

without committing to detailed digital work.

2. Digital Drafting

o Requires translating selected sketches into digital form using

graphic design software (e.g., Adobe Illustrator, Photoshop, or
other relevant tools).

o Creating more refined digital drafts, experimenting with layout,

color, typography, and other design elements.
Revision

This stage entails seeking feedback from clients and refining your design.

Generally, it is good practice to present three (3) versions of the design to

your client.

o The first must contain everything that your client asked for in the
creative brief and other discussions.

o The second is your interpretation of what you think your clients will
like, based on your research.

o The third is a new concept that still meets the creative brief.

Ask your client to choose one from these studies, and get their feedback on
what they want to improve on or change. Refine the selected study based on
the client’s comment until it gets approved.

What happens when your client finally approves your design? It’s time to
finalize everything! First, make sure you have applied all comments and
revisions received from your client. Then, review your design to check if you
missed any errors. Next is to c as indicated in the creative brief. Prepare
them for production or implementation into the digital or print format as
required by the client.

Topic 5: Applications of Visual Graphic Design

Wherever you look, you will most likely see a form of visual graphic design.
From your mobile phones to your television, to street advertisements, and to
this very screen you are reading from right now, visual graphic design is
present. Let’s look further into the different applications of visual graphic
design in our surroundings.
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