Design

It is probably not difficult to find out that graphic designs have a specific purpose. They are always created for some reason. Not for the sake of the graphics. That’s why the principles of a good design are automatically closely related to its assumptions. Of course, it is important to follow good typography practices when creating graphics and choose the right color scheme. However, this is not all you need to focus your attention on when working on a project.

Another important issue is undoubtedly the idea, and then the aim of the project. At this point it is already necessary to determine to whom the project message will be addressed and what is to show what reactions to the recipients.

When designing, harmony and balance must not be forgotten

The worst thing that can happen is to push all the collected materials (graphics, slogans, other content) into one project thoughtlessly and only so that they fit in. It must not be forgotten that graphic design should be done in harmony and balance, i.e. in such a way that the individual elements are in their places and together form a coherent visual whole. When designing graphics for a particular product, you have to remember a few basic rules.

Graphic design a… proportion and hierarchy

When deciding on an asymmetrical graphic design, one has to pay great attention to proportions. It is very important to balance each area of the project in an appropriate way. It is thanks to these proportions that you can easily build a hierarchy, showing first of all what is more important. The recipient must first notice what is the essence of the advertisement, and only then additional information.

What is this hierarchy for? First of all, it is to facilitate the overall reception of the content. Besides, it has to arouse interest in a given advertisement’s graphics. Otherwise, it will not pay attention to additional information that the advertiser wanted to give him. The hierarchy can be built in many ways. This goal can be achieved by using the size of objects, as well as color and texture.

Rhythm – another important issue in design

Thanks to the appropriate hierarchy, we can in a way control the viewer’s eye. We direct them to what is most important in advertising. Therefore, the hierarchy is very important. However, while creating a graphic design, we cannot forget about rhythm.

There are three rhythms – regular, progressive and smooth. Each of them affects the recipient in a completely different way and evokes different feelings. It is the rhythm that helps to keep the viewer’s eyesight and makes it easier for them to get to know the whole content of the advertisement. The progressive rhythm is expressed by gradually changing the properties of individual elements.

Readability of the project and typography

What should a good graphic design be characterized by? Good typography! Undoubtedly, a well-thought-out selection of fonts, legibility, as well as the text hierarchy and appropriate colors contribute to the fact that all the information contained in the developed advertisement is received easily.

In a good design the fonts are legible, the background does not merge with individual elements of graphics, and most importantly, there are no unnecessary effects that could distract the recipient’s attention. Good photos are important, as are colors. However, combined with a completely mismatched font will negatively affect the message and communication.

And finally… the colors in the project

Black, red, white, blue, green, purple, yellow and orange – these are the colors often used in projects, and each of them has completely different characteristics and therefore evoke completely different feelings. Of course, the customer has the right to choose a color in a particular project, even if it does not match the nature of his business. However, a good designer should discourage him or her from doing so, justifying his or her position on the matter.

Graphic design should ensure consistency and repeatability

A good design is one that is distinguished by the right combination of colors. Strong and clear colors do not overwhelm with their weight the whole project by using delicate lines. Uniform color palette and thickness of these lines makes the project coherent.

When is a graphic design enjoyable to receive? For sure, when there is a repeatability of textures, writing styles, colors and other elements of the project. Then you can clearly see that all this has a purpose, the project is developed according to a specific idea. Using similar schemes when building visual identity, you can easily get used to the designed image. Good graphic design makes the company easily remembered and positively associated.

To sum up, creating a good graphic design should be focused on good idea, harmony and balance, proportions and hierarchy, rhythm, typography and legibility, colors, consistency and repeatability. All this has a very big influence on the quality of the project and positive reception of the advertisement.

There is not much to write about bad examples of graphic designs. They can be easily found on the Internet and in the real world too. Generally speaking, creating a company’s image as well as graphic design for a specific product or service is not an easy task.