Image courtesy of http://www.betterbydesign.org.nz
Quick Review on the basics of Design
What is it?
Graphic Communication is communication through the
use of multiple forms of graphic media; such as images,
video, animation and typography; combining art and
technology in order to communicate a meaningful
message to the audience.
effective graphic communication projects have a clear
message or call-to-action.
A call-to-action (CTA) is a prompt to the audience to do
The term graphic communication and graphic design
are sometimes used synonymously.
However, graphic design is best defined as the number
of artistic and professional disciplines, which focus on
Graphic design refers to both the process (designing) by
which the communication is created and the products
(designs) which are generated.
There are 6 stages known as the 6D’s: Definition,
Discovery, Drafting, Design, Development, and
Each of stage of design process typically has it’s own set
Deliverables is a term used in project management to
describe a product of a design process, to be delivered to
Stage 1: Definition
During this phase designers will meet with the client or
project manager to answer variety questions, such as:
What is the message or call to action?
Who is it for?
What are any constraints?
What is the best format/output for the project?
What is the creative direction of the project?
What is our timeline and budget?
What is the project goals or outcome?
The Creative Brief
During the Definition stage a document known as the
creative brief is complied.
The creative brief is usually made up of the following
Stage 2: Discovery
The discovery stage has two parts research and
Research can can ensure a more effective design and
provide justification for design choices.
Conceptualizing involves generating many ideas
Stage 3: Drafting
Drafting is the stage of the process in which designers
translates their ideas into an understandable format.
These formats can include:
Mockups and Comps
Stage 4: Design
The design stage takes the research, ideas and rough
drafts from stage 2 and 3, and combines them into a
Assets are first collected/constructed to be used in the
Assets are all the elements that are apart of the completed
Stage 5: Development
Development is the stage after After all the assets and
design changes have been once again been approved
by the client, and actual production can begin.
Depending on the type of project different versions or
prototypes of the product must be developed in order to
ensure quality assurance.
Stage 6: Deployment
The deployment stage is the output of the project.
Deployment can be anything from sending a project to
the printers, to uploading a web site to a server.
Feedback is two-way communication between the
client and the designer, and takes place throughout the
Elements, Principles and Grids
Design – to arrange design elements into an artistic
Composition is the product or outcome of design.
Good composition is achieved when the elements of
design are arranged in accordance to the principles of
Shape & Form
The Design Elements are the basic components used as part of any
Type is also considered an element when a composition requires text.
Unity & Variety
Scale & Proportion
The Design Principles define the structural formation of a design and
determine how the various design elements are organized within the
Appling these principles ensure a pleasing composition.
Tips for good composition include:
One focus point
Good flow (guide the viewer through the the composition)
Subject of the composition should NEVER face out of the
Moving subject should have space in front
The horizon line should not divide the composition in two
Rule of Thirds
Rule of Odds
Design Grids (Composition Grids) are patterns that which ensure good flow
for a composition.
Rule of Space
A Grid is created through a series of intersecting lines.