What is Design?

The term design is such a broad concept, its meaning can vary from one
field to another. It is present in many aspects of our lives and ramifies
into many different sub-genres, from the design of spaces. This is how
we have those who conceive it as:

• a sketch, an idea
• something tangible like a magazine ad, a book cover
• sophisticated devices like cameras, or furniture
• construction projects like a house, a building, or a city.

All of the above is related to the concept of “design” but does not define
it. Actually, the term design is much wider.
Design Etymology
The word design descends from the Italian word disegno,
which in turn comes from the Latin designāre, the active
verb of designō which is composed of dē- + signō (mark
something with a name or sign).
Defined by designers
Defining the word “design” has not been an easy task. If you look it up in a
dictionary you will confirm that they have several definitions. Many
designers have distinct positions on design definition. Here are some of
them:

“Design is the method of putting form and content together. Design, just
as art, has multiple definitions; there is no single definition. Design can
be art. Design can be aesthetics. Design is so simple, that’s why it is so
complicated.” — Paul Rand.
Defined by designers
“Design understands and serves those human needs that can be met by
shaping products, messages, or services. The function of these products is
to help the man in the best enjoyment he can create.”— André Ricard

“To design is to plan and to organize, to order, to relate, and to control. In

short, it embraces all means of opposing disorders and accidents.
Therefore, it signifies a human need and qualifies man’s thinking and
doing.” — Josef Albers
The connection between art and design
Artists and designers both create visual compositions using a shared
knowledge base, however, their reasons for doing so are entirely different.
In a few words, these reasons make each one different from the other:
Design and art have different purposes.

Every artist tries to express himself through his works. He is the sender of
the message, and he decides the channel and the language, the way to
express it. But art does not need to be understood: each viewer will receive
the message and decode it in their own way. Art connects with people in
diverse ways because it is interpreted in different ways. The justification of
a work of art is not always so important. Artists often leave their work to
free interpretation.
Artist vs Designer
While the artist has the freedom to express feelings or make a social
statement through his work, the designer is restricted by the purpose of his
design. The designer’s job is not to invent something new to express, but to
communicate something that already exists with the purpose of solving a
specific problem to a specific type of user. All artists can look at their own
work and see it as an extension of themselves. The designers must adopt
the user’s position and understand his environment in order to offer him a
solution through design.

However, art and design are not entirely mutually exclusive. Even, design
takes from art certain resources to be aesthetic.
The different branches of design

Design has several fields that provide different solutions to many types
of needs. Although there are more areas than I will provide below,
these are some of the most well-known:
 Environmental Design
Designers in this field create what is known
as the ‘built environment’. This includes
urban planning, landscape design, and
landscape architecture, architecture, interior
design, interior architecture, and stage
design.
Industrial Design
In this field, designers create visual information for objects
and products. These include any manufactured object such
as cameras, toys, or furniture. In this field of design, they
work with the support of software such as AutoCAD to
model products conceived in three-dimensional space using
drawing methods that include isometric, perspective, and
orthogonal drawing.
 Textile Design
Textile designers create innovative ideas and develop
commercially beautiful designs and prints for various
fabrics, apparel and non-apparel materials,
decorative materials, industrial fabrics, and other
related materials, using natural and synthetic fibers.
Fashion Design
Fashion design is the art of applying design, aesthetics,
clothing construction and natural beauty to clothing and
its accessories. It is influenced by culture and different
trends, and has varied over time and place.
 Sound Design Graphic Design

Graphic Designers create visual communication pieces,

both physical and digital, to transmit information
Sound design is an artistic component of any
supported by graphic signs, typography, and other visual
production. Therefore, sound designers need to have
elements in a strategic, brilliant, and graphically engaging
the imagination to create sound effects and not just
way, regardless of the type of media. Likewise, designers
replay them. Besides, the designer should read the
usually work in two-dimensional spaces, although there
script and meet with the director to discuss the sound
are three-dimensional projects such as packaging design or
design for the program or production.
promotional material.
What is Graphic Design?
According to the American Institute of Graphic Arts (AIGA), graphic design is defined as
“the art and practice of planning and projecting ideas and experiences with the visual and
textual content”. In other words, graphic design communicates ideas, messages, or
information visually. It deals with projects as simple as the graphic interpretation of an icon
or as complex as the design of a product catalog. Likewise, designers use a variety of
visual methods to convey a message: photography, illustrations, typography, and
animations.

Graphic design is visual communication, turning graphic designers into social

communicators. They use semiotic, cultural, and artistic resources to communicate ideas,
inform, and solve problems. Besides, graphic designers create visual concepts by hand or
by computer to help others interpret the world around them through color, typography,
shapes, texture, images, and symbols.
Communication
The responsibility of a graphic designer is to develop the relationship between the user
and the visual design. They will focus on creating key graphic elements that fit into a
larger visual communication process. In a strategic way and with full knowledge of their
audience or user, designers will consider the elements to compose the message they want
to communicate by determining what will capture their attention, the common
associations that audiences have, and the psychology behind how design elements affect
the user’s mood.

Graphic designers develop careers where communication is important. They create

designs that communicate a message faster than words, using clear, compelling, and
aesthetically pleasing visual language. They do this by using visual communication.
 Visual Communication
Visual communication is any message that can be appreciated by the eye. For instance,
facial expressions, a sign in the environment, a graphic advertisement; even, paintings,
illustrations, diagrams, books, videos, or animations. The visual language of these
elements can be more persuasive than words.

By definition, visual communication is the practice of graphically representing

information to create meaning efficiently and effectively. It is one of the three main types
of communication, along with verbal communication (speaking/writing) and non-verbal
communication; for instance, tone and body language. Visual communication is believed
to be the type that people trust the most.
Visual Communication
This type of communication conveys information and ideas using symbols and
images. The study of symbols in visual communication is called semiotics. In
general terms, the purpose of semiotics is to analyze how people give meaning to
symbols and how they interpret them; so, graphic designers use semiotics to
construct their messages.

If writers use the right words to communicate a message, designers use the right
visuals to do the same. When it comes to selecting the right visual elements for a
design, it is hard to underestimate the importance of visual language. Many
designers tend to oversimplify the role of visual language for purely aesthetic
purposes. However, visual language is much more powerful.
Visual Literacy
The term “visual literacy” was first coined in 1969 by John Debes, the
International Visual Literacy Association founder. Visual literacy
enables the reading and writing of visual content. It is a concept highly
related to visual arts and graphic design, but its application extends to
the whole field of visual interaction and communication.

Although visual literacy is an extremely broad topic that relates to

visual communication, perception, and critical thinking, there are some
basic concepts that every graphic designer should know:
Image
Images can be a powerful force in design. An image is a visual representation,
which manifests the visual appearance of a real or imaginary object. They are the
hook that attracts the viewer.

Color
While the image is powerful, color is its energy. Color can communicate feelings
and emotions by itself. As one of the main visual elements, color enhances the
psychological character of any visual message.

Typography
Typography has a dual function. It not only supports visual communication but also
verbal communication. Thanks to typography, one can read a text. Also, graphic
designers can give that text a character or personality by choosing determined
typography.
Balance
Balance communicates stability and harmony within a design and is achieved when
elements are distributed within a composition in a unified way. There are three types of
balance: formal or symmetrical; dynamic or asymmetrical; and radial.

Contrast
Contrast is the perceptible difference between two or more elements within a
composition. This concept is the opposite of visual harmony. It is widely applied to
create a hierarchy or emphasize an emotion.

Insights
One of the keys to composing direct, suitable, and eye-catching messages through visual
communication is developing and improving visual literacy. Understanding visual
language, characteristics, and components are essential to generate an image to achieve
correct communication between parties.
Graphic Design Principles
We all have heard the well-known proverb, “What you see is sold.” The same
principle applies to the business world. Whether a customer goes through the
website, an application, or a social media feed, catchy images and graphics play a
vital role in grabbing the user’s attention.

Globally, many businesses hire highly skilled graphic designers who can help them
connect with their audience to create a strong relationship. However, it isn’t just about the
graphical presentation or creative concept that makes a design great.

A great design lets your customers know what you are all about. The success of a
company relies heavily on an incredible and robust design. Moreover, 55% of businesses
rely on eye-catching graphic designs to communicate betterly with their customers.
8 Fundamental Theory to Infuse Audience
Globally, many businesses hire highly skilled graphic designers who can
help them connect with their audience to create a strong relationship.
However, it isn’t just about the graphical presentation or creative concept
that makes a design great.

A great design lets your customers know what you are all about. The
success of a company relies heavily on an incredible and robust design.
Moreover, 55% of businesses rely on eye-catching graphic designs to
communicate betterly with their customers.
Emphasis
Start by asking yourself, What is the most important fact your audience needs to know?
Then, the design should focus on this information most heavily.

Organize the information into hierarchical categories by imagining a design in your

mind and letting your brain organize it. Then, use your graphic design to communicate
this visual order based on this mental design.

Consider placing the most important information in the center or making it the most
significant part of the design, using an attractive font, or using bold or contrasting colors
to grab the reader’s attention. By following these graphic design tips, one can surely
create an eye-appealing design to engage with their audience.
Balance
It is important that your graphics have a sense of balance. To create this feeling of
balance, each side doesn’t need to be symmetrical, but the visual weight of each side
should feel cohesive and intentional. Three designs can determine visual weight:

• Brighter and bolder: Colors have a greater visual impact than softer and lighter
colors.
• Dimension: There is more visual weight in elements that are larger.
• Thickness: Thicker lines carry more weight visually than thinner ones.

Visual balance that is asymmetrical occurs when the visual weight is intentionally and
thoughtfully imbalanced between the two sides. When this happens, you will typically
use white space to balance out the other side of the graphic.
White Space
Unlike the usual meaning of space, space in design can mean something different. Space
can be viewed as both negative space and positive space when it comes to graphic
design. It is imperative to include both in your design. Each of these spaces works
closely with the other, which can significantly affect the overall design or image you are
creating. Positive space is defined as the area within which objects are placed. These
spaces are always full, and they contain a variety of objects.

Negative space, on the other hand, is the area between objects. The term “negative space”
is also used for white space. In design principle, copy space is also an example of a
space. This is the blank space where the designer might place their text. It’s, therefore,
crucial to create a perfect design that strikes the right balance between these kinds of
spaces.
Color Combination
We can see 1 million different colors with the human eye, and each of us is taught
from a young age what certain colors mean. A traffic light is a perfect example. While
they are just colors, we learn that red means stop, green means go, and yellow means
step on the metal because you don’t have to wait until it turns red.

In other words, when we see a specific color, we take different actions, sometimes
without even realizing it. There is no doubt that color is a fundamental aspect of
design and dictates the mood of a design. The palette you choose should represent
your brand and its tone, so be careful when choosing colors.
Hierarchy
The same is true when you want to combine more than one element. Ensure you maintain the
hierarchy when you prioritize any design sections. When maintained properly, it allows the
brand to focus only on the priority elements of the design. Among its features are
highlighting titles, important messages, focusing on images, and many others.

To help viewers identify where to begin looking, hierarchy creates visual organization in the
design. You can arrange items such as headings, subheadings, and main content. The
hierarchy in a design must be maintained in this way. It should be applied when combining
different elements. Make sure to maintain the hierarchy of any design section you wish to
prioritize.

If properly maintained, it offers the brand the ability to concentrate on its priority elements.
In addition to highlighting titles, important messages, images, and symbols, it also highlights
the visual elements.
Alignment
Generally, alignment refers to aligning the design elements along the
top, bottom, or sides of the design. There is no requirement that
aligned elements are of the same type. Left-aligned elements are
commonly placed along the left side of the layout. A group of photos
of different sizes appears as a unit when aligned across the top or
bottom.
Repetition
Repeating elements strengthen the overall design, and they are a fundamental component of
any design. No matter if you’re designing a website, a poster, or a business logo, it allows
you to create rhythm. Likewise, a book, magazine, or website with multiple pages is more
likely to benefit from repetition. This gives the user a better sense of consistency and a
better visual experience. You can even apply this concept when designing patterns.

Contrast
This principle is equally important to design, photography, and other visual arts. Because
everyone understands what contrast is, we don’t think we need to go too deeply into this.
The right amount of contrast between elements allows one to stand out more than another.
A minimal contrast between two elements is the best way for designers to blend elements.
Having a high contrast creates a sense of separation between the elements.
Welcome