Key Elements of Graphic Design and Branding
A brand is a sign used to differentiate products, services, and industrial and commercial establishments in the marketplace.
Line
Line is a crucial element of graphic design. Lines can be straight, curved, thin, thick, solid, or dashed. They can be used to create structure in a composition, frame or divide information, and add elegance and hierarchy. Lines also serve to decorate, illustrate, and represent information.
Figures and Shapes
Figures have two dimensions: height and width. Figures are represented through lines, color, or negative space. They can be used for decoration, can be symbolic, or can create textures and patterns. There are two types of figures: geometric and organic. The relationship between different figures can create a message, attract an audience’s attention, or bring a design to life. Figures use the principle of proximity to create a symbol or design.
Shapes have three dimensions: height, width, and length. Shapes are identified by shadows in objects and benefit from tone, texture, and color. There are two types of shapes: geometric shapes convey control, order, and cleanliness, while organic shapes are reminiscent of nature.
Space
There are two types of space:
- Positive space can have two or three dimensions; it is the figure of an object and is considered the focal point on a page.
- Negative space is empty or white space, the part of the design that is not there; it can be the background color of the design.
Positive and negative space is the visual appearance of figures in a composition. In two dimensions, the design is composed of proximity, overlap, opacity, light, shadow, and perspective.
Texture
Texture is the way to display a surface, touch, or perceived touch. Texture is used to create a visual tone that influences the aesthetics and feeling of the design. There are two types of texture:
- Image texture: A combination of organic or geometric figures and color; image texture can be environmental, biological, or artificial.
- Texture patterns: A combination of organic or geometric figures and color, but they are mostly manufactured and have a more structured appearance than image texture.
Typography
Typography is the most direct way to visually communicate with headers or paragraphs. Letters are achieved through unified figures; several letters form a typeface. The typography style is crucial for effectively communicating a message. There are many typography categories, such as sans-serif, serif, slab serif, rounded, script, blackletter, decorative, and abstract. Typography can be used in a functional way (for layout) or decoratively (as a composition element).
Color
Color plays a significant role in graphic design; it can emphasize, serve as an organizational mechanism, create impact, and evoke specific feelings. Color theory provides a framework for mixing colors and creating interesting color combinations. There are categories of cool and warm colors. There are types of color palettes: Monochromatic, analogous, complementary, and triadic color schemes.
Essential Skills
Skills are technical abilities or knowledge that employees possess to carry out their work activities, obtained through training and professional experience.