134
Graphic Communications
Copyright Goodheart-Willcox Co., Inc.
In graphic communications, design refers to the
application of proper methods to create a product
that is both artistic and functional. A successful
design requires the skillful use of design elements
and principles.
This chapter will cover the primary elements
and principles of design and layout. Knowledge of
common design techniques is critical in producing a
layout and evaluating the visual quality of a product.
The Graphic Designer
Graphic design is a problem-solving component
of graphic communications. It is the development
of a systematic plan designed to communicate a
specific message, with a specific objective, to a
specific audience in a visually pleasing way using
a combination of words, graphics, and images. The
distribution of this message can be in a variety of
methods including printed material or digital output.
The role of the graphic designer varies greatly
within the graphic communications industry.
Because the technology and tools change often, the
designer’s role continues to evolve. Many jobs include
combinations of graphic design for print, web design,
marketing, mobile marketing, photography, copywriting,
and production. See Figure 7-1.
Elements of Design
Design involves the selection and arrangement
of visual images to make a pleasing presentation.
To design is to plan. The text and graphics used
in a design will have a tremendous impact on the
viewer; therefore, it is essential to develop a strong
layout of visual materials.
A successful graphic designer must apply
the fundamental elements of design. The basic
elements of design are line, shape, texture, space,
size, and color.
Line
Line is a design element that forms the shape
of an image. Lines can be used to give the printed
image a personality. Lines can be loose and free
or they can be straight and sharp. See Figure 7-2.
Repeating lines create patterns and add emotional
impact to the visual image.
Lines can also be used as a form of universal
language in communication. Lines represent order
and give the eye specific directions as to where to
look and how to interpret what it sees. Representing
order in design, lines can group related objects
together or divide unrelated objects. Often at the
edge of where two shapes meet, lines are most
©Bernie Fritts
Figure 7-1. A graphic designer develops a plan to
communicate a specific message visually.
Goodheart-Willcox Publisher
Figure 7-2. Lines can be used to denote a specific meaning.
Curved, loose lines imply a free spirit. Lines drawn straight
imply a more straightforward or disciplined theme.