ELEMENTs AND

GRAPHIC
PRINCIPLES of

DESIGN
JOHN WILSON SERDON
“ Right and wrong do not exist in
graphic design. There is only
effective and non-effective
communication.
-Peter Bilak

”
 Graphic design is the process of creating visual
content that helps to communicate messages with
an audience.

Visual communication is essential specially for

FITS Centers to effectively disseminate useful
information.
ELEMENTs AND
PRINCIPLES of
Graphic
 ELEMENTs AND
PRINCIPLES of
Graphic Design
 ELEMENTs AND
PRINCIPLES of
Graphic
Design

LINE
ELEMENTs AND
PRINCIPLES of
Graphic
LINE
Design
The first and most basic element of design is the line. In design, a line is any two connected points.
These lines can be straight or curved and may be smooth, rough, continuous, broken, thick, or thin.
ELEMENTs AND
PRINCIPLES of
Graphic
LI
NE
Actual Lines and Implied Lines
Design
 ELEMENTs AND
PRINCIPLES of
Graphic
Leading
lines
Lines that our eyes follow round a composition. They are a useful tool to create a visual flow or to emphasize focal
Design
points.
 ELEMENTs AND
PRINCIPLES of
Graphic
Design

shape
ELEMENTs AND
PRINCIPLES of
Graphic
Shape
Design
Shape is formed when a two­dimensional line encloses an area. A shape can be geometric, or it can
be organic. Boundaries -including lines and color-ultimately define shapes and can also help
emphasize an area of the page.
ELEMENTs AND
PRINCIPLES of
Graphic
Shape
Design
GEOMETRIC ORGANIC
REGULAR FREE FORM
ELEMENTs AND
PRINCIPLES of
Graphic
Shape
Design
ELEMENTs AND
PRINCIPLES of
Graphic
Shape
Design
 ELEMENTs AND
PRINCIPLES of
Graphic
Design

texture
ELEMENTs AND
PRINCIPLES of
Graphic
texture
Design
Texture refers to the way a surface feels - or in this case of a digital design, a perception of how it
could feel. Texture can create a more dynamic, visually appealing experience while also adding
depth to your design.
 ELEMENTs AND
PRINCIPLES of
Graphic
Design

color
ELEMENTs AND
PRINCIPLES of
Graphic
color
Design
Color is another powerful element of design. It can stand alone, act as a background, or highlight
other elements in your design. A color is also a fantastic tool for creating and establishing a mood for
your design.
ELEMENTs AND
PRINCIPLES of
Graphic
color
Design
ELEMENTs AND
PRINCIPLES of
Graphic
Color scheme
Design
A color scheme consists of a combination of colors used in a range of design disciplines. Each color
scheme consists of one or more of the twelve colors present on the color wheel. By pairing different
colors with each other, you can create endless color palettes to use in any composition. Different
color combinations evoke different moods or tones by using color theory and color psychology.
ELEMENTs AND
PRINCIPLES of
Graphic
Color scheme
Design

COLOR WHEEL
ELEMENTs AND
PRINCIPLES of
Graphic
Color scheme
Design Monochromatic
ELEMENTs AND
PRINCIPLES of
Graphic
Color scheme
Design Complementary
ELEMENTs AND
PRINCIPLES of
Graphic
Color scheme
Design Analogous
ELEMENTs AND
PRINCIPLES of
Graphic
Color scheme
Design Triadic
ELEMENTs AND
PRINCIPLES of Color
Graphic
Design PSYCHOLOGY
Color psychology is the study of how certain colors impact human behavior. Different colors have
different meanings, connotations, and psychological effects that vary across different cultures. Along
with cultural differences, color psychology is largely impacted by personal preference.
ELEMENTs AND
PRINCIPLES of Color
Graphic
Design
RED YELLOW PSYCHOLOGY BLUE GREEN

Strength Intellect Loyalty Freshness

Passion Joy Trust Growth
Excitement Energy Intelligence Safety

• Used extensively in • Conveys positivity, • Considered as the • Is considered as the

food industry to high energy and most popular brand easiest color for
trigger appetite optimism color human vision
• Conveys strong • Stimulates creativity • Suggest high loyalty • Used to project
energy and high and attracts attention and precision relaxing image and
confidence • Indicates fun, • Closely associated to environment in stores
• Attracts attention and cheerfulness and a intelligence and trust • Extensive usage to
adds high visibility to “happy” brand image indicate an
the brand environment friendly
approach
ELEMENTs AND
PRINCIPLES of Color
Graphic
Design PSYCHOLOGY
 ELEMENTs AND
PRINCIPLES of
Graphic
Design

space
ELEMENTs AND
PRINCIPLES of
Graphic
space
Design
Space refers to the area above, below, around, or behind an object. Positive space refers to the
subject or areas of interest. Negative/white space, on the other hand, refers to the background area
that surrounds the subject or areas of interest and has the ability to: Enhance readability, complete an
image, simplify design, and add a sense of luxury.
ELEMENTs AND
PRINCIPLES of
Graphic
space
Design Space refers to the area above, below, around,
or behind an object. Positive space refers to the
Space refers to the area above, below, around, subject or areas of interest. Negative/white
or behind an object. Positive space refers to the
subject or areas of interest. Negative/white space, on the other hand, refers to the
space, on the other hand, refers to the
background area that surrounds the subject or background area that surrounds the subject or
areas of interest and has the ability to: Enhance
readability, complete an image, simplify design, areas of interest and has the ability to: Enhance
and add a sense of luxury.
readability, complete an image, simplify design,
and add a sense of luxury.
ELEMENTs AND
PRINCIPLES of
Graphic
space
Design
ELEMENTs AND
PRINCIPLES of
Graphic
space
Design
ELEMENTs AND
PRINCIPLES of
Graphic
Alignment
Design
Alignment creates a sharper more unified design. Alignment is one of the most basic, but most
important principles of design, as it allows our eyes to see order, which is quite comforting to a
reader.
 ELEMENTs AND
PRINCIPLES of
Graphic
Design

typography
ELEMENTs AND
PRINCIPLES of
Graphic
Typograph
Design y
Typography is the art of arranging letters and text in a way that makes the copy legible, clear, and
visually appealing to the reader. It involves font style, appearance, and structure, which aims to elicit
certain emotions and convey specific messages. In short, typography is what brings the text to life.

Using the right font is essential for

effective communication.
ELEMENTs AND
PRINCIPLES of
Graphic
Typograph
Design y
I want you!
I want you!

I want you!
ELEMENTS AND
PRINCIPLES OF TYPOGRA
GRAPHIC DESIGN

PHY
Typography is the art of arranging letters and text in a way that makes the copy legible,
clear, and visually appealing to the reader. It involves font style, appearance, and structure,
which aims to elicit certain emotions and convey specific messages. In short, typography
is what brings the text to life.

Using the right font is essential for

effective communication.
ELEMENTs AND
PRINCIPLES of
Graphic
Typograph
Design y
“ Design is the intermediary
between information and
understanding.
-Hans Hofmann
”
ELEMENTs AND

GRAPHIC
PRINCIPLES of

DESIGN
JOHN WILSON SERDON