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  • Writer's pictureCharlotte Spencer-Bower


Creating a design has more to it than just an idea or an inspiration. It’s about understanding the fundamentals of the subject and of elements that go into a design.

  1. Line - useful to divide space. Create a visual interest. Or draw your eye to a specific location.

  2. Colour - can be applied to elements, create a mood or tell a story about your brand. Every colour says something different and colour combinations can alter your impression further.

  3. Shape - shapes add interest. They define boundaries and emphasise portions on your page or in hour design.

  4. Space - negative space is very underutilised and often misunderstood. Negative space are the parts where its left blank to enhance areas to create an overall image.

  5. Texture - creating a look or impression of a texture on a screen or with touch. It builds an immersive world creating a three dimensional appearance in a two dimensional surface.

  6. Typography - perhaps the single most important part of graphic and web design. It tells readers what you are. Words are important but the style of the words are just as essential.

  7. Scale (size) - playing with scale or size adds interest and emphasis within a design. The amount of variation depends on the content. Sometimes subtle differences are best for professionals and bold differences are best for creative businesses.

  8. Dominance and emphasis - the element which you emphasise has more to do with dominating a specific object, colour or style for a heightened sense of contrast. It creates a focal point. Emphasising something specific can change the visual impact.

  9. Balance - there’s two types of balance. symmetrical or asymmetrical. Most creatives prefer asymmetrical for its eye catching nature. However symmetrical designs do have their place.

  10. Harmony - the main goal of graphic design. It’s what you get when all the pieces work together. Great design is just enough. And not too much.



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