The document provides an overview of graphic design, defining it as the art of planning and projecting ideas through visual and textual content. It emphasizes the importance of graphic design in business for marketing purposes, including branding and customer engagement. Additionally, it outlines key visual principles that guide effective graphic design, such as order, contrast, symmetry, and color theory.

1. By: Rahul KULKARNI

2. What is Graphic Design ?
“Effective use of the Language of Form”
– Paul Rand

3. “Effective use of the Language of Form”
– Paul Rand• Paul Rand was an eminent twentieth
century American graphic designer
and art director.
• In 1986, Steve Jobs paid Paul Rand
$100,000 to create a visual
identity for his computer
company – NeXT.

4. What is Graphic Design?
• Graphic design, also known as communication design, is the art and
practice of planning and projecting ideas and experiences with visual
& textual content.
Planning Projecting ideas Visual experience

5. Need for Graphic Design
• Businesses need the services
of graphic designers to create
impressive marketing
materials:
• Company Logos, Business cards
• Websites, Information Graphics,
Data Visualizations
• Mobile Apps, Motion Graphics
• Social Media Pages, Digital
Marketing
• And anything that is related to
promoting Business in physical and
virtual markets.

6. Graphic Design helps to !
• Enhances Sales
• Establish Company Name
• Build Goodwill In The Market
• Convey A Brand Message
• Unite The Employees
• Encourage Professionalism
• Persuasion Power
• Customer Engagement

7. Graphic
Design
Web
Design UX
Design
Technical
Graphics
Branding
Visual
Design
Industrial
Design
Product
Design
Interface
Design
Game
Design
Graphic Design applications

8. Graphic Design for Branding
• One of the aims of Graphic Design is to create a brand identity for
the organization.
• Can you identify the companies from the below logos?

9. • Order • Texture
• Variety • Space
• Contrast • Shape
• Symmetry • Light
• Tension • Shade
• Balance • Color
• Scale
Graphic Design Visual Principles
• Effective graphic design follows a set of visual layout principles to
communicate and keep the viewer engaged.

11. Order
• A grid system structures
the content to reduce the
chaos and maintain the
order.

13. Variety
• Variety is created when
elements are changed.
Repeating a similar shape
while changing the size
can also provide variety.

15. Contrast
• Contrast creates focus. It
helps lead the reader’s eye
into and through the layout

17. Symmetry
• Symmetry is when
elements are arranged in
the same way on both
sides of an axis. Perfect
symmetry is when
elements are mirrored
over a point and exactly
the same on both sides.

19. Tension
• Tension is a balance
maintained in an artistic
work between opposing
forces or elements.

21. Balance

23. Scale
• Scale used in an
unusual manner
grabs the attention of
its viewers

25. Texture
• Textures are used to
• Create visual interest or a
focal point in a
composition.
• Contrast within a design
composition
• Visually balance a design
composition

27. Space
• A visual element such as a
shape or a line can be
considered space.
• The artboard on a graphic
processing program like
Illustrator can be considered
as a space.

29. Shape
• Shape adds structure and volume to the space in which it is present.
Geometric shapes
Freeform/Organic
shapes
Abstract shapes
• There are three basic shapes:

33. Light & Shade
• Light controls people's
behavior and emotions. It
can make people even
happier.

34. Color
• Colors decorate an object to make it look impressive and create
an emotional impact too.
• Color theory is a vast concept which governs how colors can be
applied to have maximum impact.

35. Questions?

36. THANK YOU