principles of graphic design

1. Prepared by
DENADYALAN. S B.Sc. Agri
Tamil Nadu Agricultural University

2. Synopsis
Introduction
Graphic design - Historical overview
Types of graphic design?
Why graphic design?
How important the graphic design is?
How the graphic design should be?
Case study
Reference

3. Introduction
• Graphic design is the craft of creating visual
content to communicate messages.
• Is the process of visual communication and
problem-solving through the use of
typography, photography, and illustration

4. • Graphic design is important to businesses
and our everyday lives in many ways. We
come across with logos, brochures,
websites Packaging, branding, signage,
books, magazines, etc. are glaring
examples of the use of a variety of graphic
designs.
• Graphic design is a crucial tool that makes
sure that you communicate with your
people in an efficient manner

5. • It serves to deliver the message to the
target audience in an aesthetic way.
• we can say that graphic design is an art
that has a certain purpose and objective.
• It can also be described as having a
systematic but creative plan to provide a
visual solution.
• To achieve this target, the designers use
images, text, and symbols

6. GD – Historical overview
• The term graphic design was coined
by William Addison Dwiggins in 1922
• “The First Symposium on the History of
Graphic Design: Coming of Age,” held at
the Rochester Institute of Technology in
1983. Organizers -Barbara Hodik and Roger
Remington

7. • Louis Danziger is credited as one of the
first designers to teach a course in Graphic
Design History at Cal Arts in 1972
• Typographie: A Manual for Design (1967)
Emil Ruder’s book

8. Types of graphic design
Visual identity graphic design
• Visual identity graphic design is exactly
that: the visual elements of brand identity
that act as the face of a brand to
communicate those intangible qualities
through images, shapes and color.

10. Marketing & advertising graphic design
• When most people think of graphic design,
they think of designs created for marketing
and advertising.
• Companies depend on successful
marketing efforts to tap into their target
audience’s decision-making process.

12. User interface graphic design
• A user interface (UI) is how a user interacts
with a device or application. UI design is
the process of designing interfaces to make
them easy to use and provide a user-
friendly experience.
• A UI includes all of the things a user
interacts with—the screen, keyboard

14. Publication graphic design
• Publications are long-form pieces that
communicate with an audience through
public distribution. They have traditionally
been a print medium. Think books,
newspapers, magazines and catalogs.

16. Packaging graphic design
• Most products require some form of
packaging to protect and prepare them for
storage, distribution, and sale.
But packaging design can also
communicate directly to consumers, which
makes it an extremely valuable marketing
tool.

18. Motion graphic design
• Simply put, motion graphics are graphics
that are in motion. This can include
animation, audio, typography, imagery,
video and other effects that are used in
online media, television and film. The
medium’s popularity has skyrocketed in
recent years as technology improved and
video content became king.

20. Environmental graphic design
• Environmental graphic design visually
connects people to places to improve their
overall experience by making spaces more
memorable, interesting, informative or
easier to navigate

23. Art and illustration for graphic design
• Graphic art and illustration are often seen as
being the same as graphic design, however
they’re each very different. Designers create
compositions to communicate and solve
problems, graphic artists and illustrators
create original artwork.
• Their art takes a number of forms, from fine
art to decoration to storytelling illustrations.

25. Why graphic design ?
Ambiguity
• Ambiguity means that having multiple
meaning. Clear communication attempts to
avoid ambiguity as much as possible, thus
graphic design

27. Why graphic design
Viewing/reading; images/text
• Typography gives visual form to written
language. Text communicates more
precisely and accurately than visual
imagery, especially abstract ideas. Using a
combination of images and text is
therefore a powerful way to communicate.
Thus GD

29. Why graphic design
Appropriateness
• The appropriateness of a piece of visual
communication refers to the fitness of a
visual form for its intended purpose. An
inappropriate use of visual language might
get unexpected reactions from the
audience or user.

31. Why graphic design
Conventions
• Conventions are accepted ‘unwritten rules’
for understanding things that are learned,.
In order for a piece of vis com to function
as such, the use of conventions is
unavoidable. Humans can only understand
something through connecting with
something that they have previously
learnt.

33. Why graphic design
Semiotics
• The term ‘semiotics’ refers to the study of
signs, first used by American philosopher
Charles Morries in the 1930s. Morris
believed that by analyzing visual and verbal
signs, communication could be improved.

35. Why graphic design
Perception
• Sensation is a lower-level function of our
brain, referring to responses to simple
properties of stimuli such as warmth,
colour, taste, etc. Perception, on the other
hand, is a high-order function that deals
with more complex characteristics.
• We use prior knowledge and experience to
interpret, understand and create meaning
from what we see, hear, etc.

36. Instead of saying or writing –quit
smoking , try creative GD

38. How graphic design is important?
1.Design Speaks Better Than Words
That “A picture is worth a thousand words”
proverb might have become a cliché, but if
you ask the reality, it is so true.
2. Graphic Design is Your Own Identity
3. Graphic Design is Your Company’s History
& Philosophy

39. How graphic design is important?
4. Graphic Design Can increase your target
audience
5. Graphic Design is now a means of
Professional Communication
6. Graphic Design is Strength Behind Your
Company’s Name
7. People Love Graphics

40. How graphic design is important?
• The statistics on design

44. • Strong web design = strong
consumer trust

47. • Packaging design can alter
customer perception

49. • Good design makes your
brand memorable

52. • Design keeps content user-
friendly

54. • Make a good first
impression

56. • Design is more than how it
looks

58. • Invisible design makes
content shine

60. • Design sets you apart from
the crowd

62. • You'll never say "it's hard to
explain" in a meeting again

64. • Find Unique Relationships

66. • Communicate Your Brand’s
Values Visually

68. • Motivate People To Take
Action

70. How a graphic
design
should be ?

71. #1 Point, Line & Shape
These are the most basic building blocks of
any design, no matter what it is. With these
you can create anything you want

72. # 2 Color
From young age all of us learn to attribute
certain values or meanings to specific colours

73. # 3 Typography
It’s not only about what you write but how
you present it. Typography is how your words
look like

74. # 4 Space
The way you balance your space can be a
maker or a breaker, specially in typography

75. # 5 Balance, Rhythm & Contrast
Balance well all the elements on your design
by considering their visual weight

76. # 6 Scale
Scale helps you not only creating rhythm
contrast and balance but also hierarchy.

77. #7 Grid & Alignments
For proper scaling and guiding

78. # 8 Framing
This is a key concept in photography but it
also applies in graphic design

79. # 9 Texture & Patterns

80. # 10 visual concept
This is the idea behind your design. What do
you mean with it and what’s the deeper
meaning behind the superficial image

81. Case study
Contributions of Graphic Design for Effective
Communication in the Health Campaigns
Marina R. Borba, Hans N. Waechter,
Vicentina R. Borba
• This research paper considers the
development of instructional images in
graphic materials for health campaigns to
prevent and combat Dengue fever.

82. • This paper references other studies on
graphic variables and imagery used in
government-sponsored health campaigns
to combat Dengue fever in Brazil. An
experimental model is developed for the
synthesis of images, optimally matched to
a broad educational campaign intended for
the general population

89. Reference
• https://www.designhill.com/design-blog/how-important-is-
graphic-design-for-your-business/
• www.canva.com
• The Effect of Social Development on Graphic Design Practice –
Hussam A. Darwish Al Qur'an , Zarqa University
• Contributions of Graphic Design for Effective Communication in
the Health Campaigns - Marina Borba , University of Lisbon
• Graphic Design History: Past, Present, and Future Teal Triggs
• An activity theory focused case study of graphic designers’
tool-mediated activities during the conceptual design phase
Stella Tan and Gavin Melles, Swinburne University of
Technology,
• Jorge Frascara. Graphic Design: Fine Art or Social Science?