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Graphic design is the point where the science of communication meets with the art of aesthetics. To describe it in the most abstract way, graphic design gives emphasis to visual communication with the help of different elements and media to convey a particular message.

Principles of Graphic Design

Since graphic design, otherwise known as communication design, allows storytelling to be more effective, designers use standardized choices that have been influenced by psychological studies of human behavior reviewed by peers.

The science of design consists of a variety of techniques used by designers, such as applying a specific color palette to bring out predictable emotional responses.

The elements considered by designers are:


Typography (choosing and sizing specific typefaces) can convey something. For instance, a heavy-sans serif font shows authority unlike a thin-stroke scripted font.


Shapes also communicate with the audience in many, different ways. As an example, ovals have the tendency to welcome visitors (for this reason, most “open” signs are surrounded by ovals), while square shapes give a neater appearance. On the page itself, ordering graphic elements with predictable /random patterns adds to the overall communication effect.


Colors, as well as their juxtaposition, have a direct influence on how the audience engages emotionally with a design.


While regular printed matter can do the job, adding texture in the form of non-standard elements – such as embossing, fabric or foil – provide the audience with a tangible experience that further influences how they perceive the design all together.

A designer also keeps white space in mind. Blank space, which is free of any elements, can be just as powerful as having something tangible. Designs that have a lot of this “negative” space can look simple, yet sophisticated. In addition, more white space in a page with a lot of printed text can result to easy reader engagement.

A graphic designer should not only rely on the “scientific” aspect of design, but also use his/her own creativity or imagination to develop a product that meets the needs of a client.

Tools Used

It is the job of a graphic designer to arrange and use elements on various types of media (website, poster or package) with the help of graphics software programs – like Adobe Illustrator Photoshop or InDesign.

Graphic designers use Adobe Illustrator in building icons, infographics and related pieces since it supports complicated vector graphics and scalable art.

Adobe Photoshop has hundreds of specialty editing tools plus filters to adjust photos or comparable image files.

The frame-based layout program known as Adobe InDesign helps designers in compiling the elements of their product into one file.

Designers with a tight budget can make use of open-source options to standard applications.

Using Graphic Design

You witness the work done by professional designers on a daily basis. They create a variety of designs ranging from simple stationary templates to complicated advertising campaigns. They always begin by employing the art and science aspects of their skill.

Source by Karina Popa


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