CHAP 4:

GRAPHIC
AND VISUAL
DESIGN
By: Dr. Fazlinda binti Ab Halim
 01 02
GRAPHIC AND
INTRODUCTION VISUAL DESIGN
ELEMENTS

03
BASIC
04
GRAPHIC AND
VISUAL
PRINCIPLES OF APPLICATIONS IN
GRAPHIC AND TEACHING AND
VISUAL DESIGN LEARNING
4.1 Introduction
CONTENTS
4.1.1 What is graphic?
4.1.2 Graphic definition
4.1.3 Graphic materials
4.2 Graphic and Visual Design Elements
4.2.1 Lines
4.2.2 Forms
4.2.3 Space
4.2.4 Colour
4.2.5 Letter / Text
4.2.6 Texture
4.3 Basic Principles of Graphic and Visual Design
4.3.1 Simplicity
4.3.2 Consolidation
4.3.3 Confirmation
4.3.4 Balance
4.3.5 Ordering
4.5 Graphic and Visual Applications in Teaching and Learning
“Design is intelligence made visible.”

—Alina Wheeler
INTRODUCTIO 01.
N
4.1.1 What is
graphic?
 What is graphic?
In general terms, the word “graphic” refers to
any visual representation of data and
includes a variety of forms including
drawings, photographs, line art, graphs,
diagrams, numbers, symbols, geometric When applied to computers, the
designs, maps, and engineering drawings. term graphics is commonly
Graphics may be images only or may also used to refer to 2D digital
include text and they can be used for images that are displayed,
decorative or functional purposes, stored, created, or edited on a
including educating, informing, illustrating, computer. There are two types
or entertaining. of computer graphics; bitmap
graphics and vector graphics,
both of which can be used
when designing templates for
label printing.
4.1.2 Graphic
materials?
 Graphic materials include still
images of all types, such as prints,
drawings, photographs, posters,
postcards, pictorial
advertisements, cartoons, comic
strips, portraits, landscapes, book
illustrations, born-digital pictures,
etc.

A PICTURE
ALWAYS
REINFORCES
THE CONCEPT
GRAPHIC AND
VISUAL 01.
DESIGN
ELEMENTS
4.2.1 Lines
4.2.2 Forms
4.2.3 Space
4.2.4 Colour
4.2.5 shape
4.2.6 Texture
4.2.7 Value
The elements of design are the
building blocks of what a visual artist
or graphic designer uses to make a
successful composition.
The elements of design are the fundamental aspects
of any visual design which include shape, color,
space, form, line, value, and texture. Graphic
designers use the elements of design to create an
image that can convey a certain mood, draw the eye
in a certain direction, or evoke a number of feelings.
While the elements of design form the basics of any
image, designers also lean on the principles of
design, which are a set of practices of working with
the elements of design that make a composition look
pleasing to the eye.
 ELEMENTS OF DESIGN …

shape 01 03 space

colour 02 04 forms
 ELEMENTS OF DESIGN …

line 05 07 texture

value 06
 ELEMENTS OF DESIGN …

SHAPES

In its most basic form, a shape is a two-dimensional area that is surrounded

by an outline. Graphic artists can use other elements including line, color,
value, and shadow to give a shape the appearance of a three-dimensional
shape. There are three types of shapes: organic shapes which occur naturally
in the world, geometric shapes which are angular and mathematically
consistent, and abstract shapes that represent things in nature but aren’t
perfectly representative.
 Organic
SHAPES

Organic shapes are far less uniform, proportional and well-defined. They can be
symmetrical or asymmetrical. They might include natural shapes, such as
leaves, crystals, and vines, or abstract shapes, such as blobs and squiggles.
 Geomatric

Geometric shapes can include either two-dimensional or three-dimensional forms. They are
created by a set of points that connect by either straight or curved lines and are usually abstract
and simplistic. Geometric shapes can include triangles, pyramids, squares, cubes, rectangles,
pentagons, hexagons, octagons, decagons, circles, ellipses and spheres.
 Abstract
Abstract shapes are depictions of real things without being exact representations. The
icons we see in web design, our phones and in street signs are abstract shapes that we
are quite used to seeing and can easily recognize. A great example of an abstract
shape is a stick figure, which represents a person.
 ELEMENTS OF DESIGN …
COLOR
Color helps establish a mood for your composition. When light
waves strike an object and reflect back to the optic nerve in a
human’s eyes, the sensation they perceive is called color. Artists
and designers use color to depict and describe the subject. Color
is used by designers to portray mood, light, depth, and point of
view. Designers use the color wheel and the tenets of color
theory—a set of guidelines for mixing, combining, and
manipulating colors—to create color schemes.Despite being red,
Mars is actually a cold place. It’s full of iron oxide dust
 In graphic design, some colors are grouped into
particular categories.

Primary colors (red, yellow and blue) are defined as

the pure-pigment colors from which all others are
made. There is no way to mix any other color to get red,
yellow or blue. But mix them together, and you create
all kinds of shades.

Secondary colors (violet, green and orange) are the

immediate results of mixing two primary colors: Red
and yellow make orange; blue and red make purple; and
yellow and blue make green.
Color harmonies are created when two or more colors
are chosen from their positions on the color wheel.

Complementary colors lie opposite one another on the

color wheel. They are highly contrasting, and can
express vibrancy and energy or be visually jarring,
depending on how they’re used. Red and green are
complementary colors.

Analogous color schemes use colors that lie next to

one another on the color wheel. They are visually
pleasing and can create a sense of harmony and calm in
Triad color schemes use colors that are
evenly spaced around the color wheel. They
are very vibrant and require balance to be
visually pleasing.

Split-complementary color schemes use a

base color and the two colors that are adjacent
to its complementary color. They provide
great visual contrast without being jarring,
which is why so many designers prefer them.
 Pastel colors can seem calming or
unconfident, while bright tints might convey
fun and happiness—or seem cheap in the
wrong context. Darker shades connote
seriousness and professionalism, but they can
also come across as somber or boring if
you’re not careful.
According to the experts, human beings have
different psychological responses to color
depending on the cultural context. It’s
important to learn your audience’s color
associations and to exploit or avoid them,
ELEMENTS OF DESIGN …
SPACE

Making proper use of space can help others view your design
as you intended. White space or negative space is the space
between or around the focal point of an image. Positive space
is the space that your subject matter takes up in your
composition. The spacing of your design is important because
a layout that’s too crowded can overwhelm the viewer’s eye.
 ELEMENTS OF DESIGN …
FORMS

Form pertains to the way that a shape or physical configuration occupies

space. Instead of creating form through three-dimensional physical
shape, designers create the appearance of form on a flat surface by using
light, shadow, the appearance of an object’s contours, negative space, and
the surrounding objects around the subject matter.
ELEMENTS OF DESIGN …
LINE

Line: Line refers to the way that two points in space

are connected. Whether they’re horizontal lines,
diagonal lines, or vertical lines, lines can help
direct the eye toward a certain point in your
composition. You can also create texture by
incorporating different types of lines such as
curved or patterned lines instead of just straight
lines.
 ELEMENTS OF DESIGN …
VALUE

In design, value refers to the lightness or darkness of a

color. The values of a color are often visualized in a
gradient, which displays a series of variations on one
hue, arranged from the lightest to the darkest. Artists
can use the various values of color to create the
illusion of mass and volume in their work.
 ELEMENTS OF DESIGN …
TEXTURE

Texture is one of the elements of design that is used to represent

how an object appears or feels. Tactile texture is a physical sense
of touch, whether it’s rough, smooth, or ribbed. Visual texture, on
the other hand, refers to the imagined feel of the illustrated
texture, which can create more visual interest and a heightened
sensory experience.
BASIC
PRINCIPLES
OF GRAPHIC
AND VISUAL 01.
DESIGN
The elements, or principles, of visual
design include Contrast, Balance,
Emphasis, Movement, White Space,
Proportion, Hierarchy, Repetition,
Rhythm, Pattern, Unity, and Variety.
These principles of design work
together to create something that is
aesthetically pleasing and optimizes the
user experience.
 BALANCED

Symmetrical – This type of design is formed along

a vertical axis and or horizontal axis, where the
weight of the elements is evenly divided into both
sides of the layout.

Asymmetrical – This type Radial– Here, the

of balance employs scale, elements of a design are
contrast and colour to even placed in a circular pattern
out the flow of a layout. It on the layout. This
is usually found in provides a sense of
websites, where two sides movement and dynamism
of a webpage differ from to the eyes of the viewer.
each other but contain
similar elements.
 ALIGNMENT
This fundamental aspect of a design which
creates a visual connection between
elements such as images, shapes or
blocks of texts. Alignment helps
develop a sharp and ordered appearance
by eliminating any distortion within the
layout. It represents the scale of each
element by comparing their proportion
and focusing on the elements that can
have a strong impact on user
 Hierarchy
This method combines two aspects, dominance and priority, giving extra weight to certain
elements of a design over others. It helps brands convey their message to the audience by
focusing on a particular element of the design. Hierarchy can be achieved by:
 Contrast
Contrast is an important principle in any
form of visual art as it guides the
customer’s attention to the key elements
of a design. It is essential for
maintaining the distinction between
similar elements in a design, thereby
enhancing a layout’s overall legibility.
Contrast is formed when design
elements are placed in opposition on a
layout, for example:
• Dark vs light;
• Thick vs thin;
• Contemporary vs traditional;
• Large vs small.
 Rhythm
Rhythm brings together different elements to create a more
organised and consistent look. Repetition of certain
elements such as logos or colour can help make a brand
easily recognisable and strengthen the overall look. Rhythm
is classified into two types;
Fluid – This adds a significant amount of variation to the
design, keeping the flow in a single direction.
Progressive – Progressive rhythm is based on a clear sequence
which controls the visual movement of the audience
between the different elements.
 Proximity
Proximity helps in decluttering the overall
design by creating a relationship
between related elements. It forms a
visual connection among important
design factors such as colour, font, type
or size, ensuring the layout is balanced
to form a perfect design. It enables the
audience to have a pleasant overview of
what they are looking at, thereby
offering a good user experience.
 space
Choosing the right colour can help define the tone of the design. Designers can choose from a
wide range of colour combinations for the background and text of the layout. Space refers
to the area around or between the various elements of the design. It can either be used to
create shapes or highlight the important aspects of a design. Graphic designers use a
colour palette to choose colours that can create contrast or even work together to
complement other elements.
• Graphic design courses can help you earn a broad base of knowledge on:
• Branding;
• Computer graphic applications;
• Corporate identity and logotype design;
• Digital publishing;
• Illustration;
• Topography;
• Visual communication;
• Visual merchandising;
• Web design.
GESTALT
THEORY
The gestalt theory of perception attempts
to explain the way the human brain
interprets information about
relationships and hierarchy in a
design or image based on visual cues
like proximity, similarity, and closure.
GRAPHIC AND
VISUAL
APPLICATIONS IN
TEACHING AND
LEARNING
01.
One of the most effective and useful
approaches is visual teaching (or visual
learning). As the name suggests, visual
teaching relies on visually presenting
information to help students grasp
new concepts, connect ideas, and
practice critical thinking.

02.
Most teachers understand the power of visual aids in
helping students grasp content. Teachers value the
support that visuals lend to classroom instruction
because they encourage students to make
associations between pieces of information, soak
up chunks of course content quickly, and function
as a memory aid.
Visual learning helps you to store
information for a longer period of
time. It is said that videos and images
03
are directly processed by long term
memory. The visual learning increases
retention by 29-42%. It helps you to
process information primarily through
visuals and improves your learning
process.

04
Visuals help students make sense out of the
content and direct attention, increasing the
possibilities that the learners will remember the
material.
AWESO
ME
WORD
S
 THANKS!
Do you have any questions?

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