In the competitive world of online marketing, it is of utmost importance that your brand stands out.
Using and understanding graphic design elements allows you to create eye-catching advertisements,
incorporate style and flair into your web design, elicit a sense of excitement and intrigue for your brand.
Here are seven fundamentals of graphic design to remember when deciding how you want your
business to look and feel, online and in print.
Lines– Perhaps the most basic element of graphic design is the line. When graphic designers talk about
line, they are referring to any two connected points. Lines can be used to separate content and draw the
consumer’s eye to a specific area of a web page or print ad.
Shapes– We all learn our basic shapes as young children, but in graphic design, shapes go beyond the
geometric definition and become literally anything with boundaries. Since anything can be a shape, it is
important that a graphic design team understands how well different shapes work with one another, as
well as which shapes carry more eye-catching graphic appeal.
Color– One of the simplest yet most complex concepts of graphic design is color. Color is everywhere in
our world and can subconsciously affect our moods and convey emotions. Use of color in graphic design
can tell a story about a brand or product without using words. Knowing which colors work best for
specific brand types can help to create initial impressions about the company and transmit the
appropriate messages about the brand to the consumer.
Space– In discussions about graphic design, one of the phrases that come up frequently is “negative
space.” This means use of blank space to help create an overall image. Negative space can be used
effectively to draw the eye to the image as a whole; however, ineffective use of space (sometimes
referred to as “trapped white space”), especially in pieces with a lot of print, such as a blog or magazine,
can detract attention from the pertinent content and distract the consumer.
Typography– An often overlooked element of graphic design, typography is the use of fonts to convey a
specific impression. A font that you would see in a fashion magazine to advertise a new perfume is not
the same as a font you would see in a serious news article. Making good use of fonts in graphic design
content can increase aesthetic appeal and set the tone for the overall feeling you are trying to project.
Balance– When it comes to balance, there are two main approaches in graphic design: symmetry and
asymmetry. Graphic designers prefer asymmetry to symmetry for its attention-grabbing nature, but
symmetry has its place when trying to establish a sense of order and organization in pieces with a more
Scale– In graphic design, size matters. Bigger, bolder words, shapes and lines are best used for creative
projects such as advertisements and signs, whereas news articles and other professional content might
be better suited to smaller, more subtle differences in scale.
Understanding these graphic design basics and incorporating them into your print and web design can
make all the difference in how your brand is perceived. Falco Design is here to help- contact us today for
assistance with developing your brand through graphic design.