The Tribune

Most people have a vague idea of what a graphic designer does.

Creating logos for businesses? Working with images in Photoshop? Making magazine ads? Many designers do these things, but really they’re just little elements of a much bigger picture.

Has anyone ever taken the time to ascertain the importance of the elements or principles or is even curious about its true assignment? Interestingly a few tutors have expressed and admitted that they are still grasping and limbering with the basic elements of this profession despite the fact that they are successful practicing experts.

Graphic design is not just a practical skill as it is heavily laden with essential theory that can be useful to a novice or a professional. However it is an art skill with a purpose; whether it services business or pleasure. And no doubt it directs a message with haste rather than settles to the cliché: “beauty is in the eye of the beholder”.

Moreover, designers employ a variety of methods to combine art and technology to communicate. But before we swim out into the deep let’s look at a few basic elements of graphic design that all practicing designers should know.

Basically, graphic design can use image-based designs involving photos, illustrations, logos and symbols, type-based designs or a combination of both techniques. However, these designs can include various combinations of the following:

Lines: straight, curved, wavy, thick, thin - when it comes to lines, the possibilities are limitless. Lines allow designers to divide a space or separate content in a layout. They can also be used to guide the eyes of the viewer, or make other elements follow a strategic path to get the viewer easily from point A to point B.

Shapes offer a variety of ways to fill spaces creatively, to support text and other forms of content and to balance a design. Shapes can be created out of nothing, using white space to give a design structure and clarity.

Colour, or the absence of colour, is an important element of any design. With a solid understanding of colour theory, designers can amazingly influence a design and a brand, seamlessly integrating colour boldly or with brilliant subtlety.

Type can transform a message from mere text to a work of art. Different fonts, combined with customised alignments, spacing, size and colour can add power to the point you are communicating to the world.

Alignment: aligning elements in a visual and readable arrangement is so impressive. Most amateur designers begin by aligning everything in the centre page with the “scattered” looking chaotic structure which is a choice.

White space: depending on the presentation, the use of white space can be very powerful in design. It’s useful when you want to make a direct message stand out above the clutter found in many graphic designs.

Proximity means grouping elements together so that you guide the viewer/reader to different parts of the message.

Movement generally forces your audience to follow your composition organically and can clearly lead the eye of the viewer where you want it to be.

Proximity/Unity: the relationship of how objects fit together in your composition are called proximity, which organises your composition by grouping related elements together that are similar, therefore makeing it much easier for the viewer to read and remember. Unity doesn’t mean that all elements have to be placed together; it just means they should be visually connected in some way. Consistency is important to creating unity.

Contrast creates conflict between elements to attract the eye to a specific place and is the most effective way to add visual interest to your page. It allows you to highlight key elements in your design with differences in things like values, colours, and textures. Contrast also can add visual interest by pairing something small with something big or with something black juxtaposed to something white. Making two or more elements visually different adds interest to your design.

Contrast can also be achieved by using visually different typefaces, placing smooth lines against sharp lines, or simply by putting light colours next to much darker ones. Notably it’s necessary to ensure that the design is still legible. For example: light grey text on medium grey background is difficult to read. Bright pink elements on a neon background are jarring and uncomfortable to look at.

Texture: even a smooth and glossy advertisement can seem tangible with texture. It gives a sense of a tactile surface through its visual appearance and adds a sense of depth, enhanced by selection of appropriate paper and material.

By and large, these principles of designs are some of the building blocks that make up a design. What we do to those elements and how we apply the principles of design determines how successful the design would be.

Therefore, the next time you’re working on a graphic design and you’re feeling a little stumped or your design just doesn’t look right, try adjusting your design using a few of these principles.

Do you have enough white space? Are you interrupting the movement of the pattern you’ve created? Is your balance creating harmony? Is your design cluttered or looks like a comic book?

Ultimately, you’ll learn that all of these principles work together and you’ll find yourself using them without even thinking about them. So challenge yourself to move away from mediocre work and step up your game today!

Until we meet again, fill your life with memories as appose to regrets. Enjoy life and stay on top of your game!

• Deidre Marie Bastian is a professionally trained Graphic Designer/Marketing Co-ordinator with qualifications of MSc, BSc, ASc. She has trained at institutions such as Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas. Feedback to deedee21bastian@gmail.com