Back to basics

After listening to the Honest Designers podcast episode, featured in my last post, I could really relate to so many of the things they discussed. They really got back to the basics of graphic design, and it occurred to me that perhaps I’ve felt a bit overwhelmed and not knowing what to look at next because I’ve been overcomplicating what the theories of graphic design are.

I thought it might be a good exercise to just recap on the basic definitions and fundamentals. To assist me to do this I’ve used two great books, that are both must reads for anyone studying for a career in graphic design:

• (1) The Fundamentals of Graphic Design  
• (2) Graphic Design School: A Foundation Course for Graphic Designers Working in Print, Moving Image and Digital Media 

So, what is graphic design? In its most simplest term its taking an idea and concept then presenting it through text and images in a visually engaging way through either print, electronic or other media. It’s about using structure and order to effectively communicate a message that is received and understood by the chosen target audience. It encompasses art direction, typography, page layout and information technology, as well as so many other creative aspects (1, P11,12)

Graphic Design School breaks down the fundamentals into three areas, which I agree is the easiest way to catagorise graphic design: Composition Typography Colour

COMPOSITION
Composition is all about organising the elements so the viewer can see the work as a whole, not just individual parts. Composition theories include the ideas of Vitruvius and the golden ratio, the work of Matisse and the fibonacci spiral. But it also considers size, balance, consistency, harmony, contrast, proximity, repetition and white space.

I feel the most important lesson to learn when it comes to composition (and maybe even graphic design as a whole!) is the grid system. Most famously developed by the designer Josef Muller-Brockmann, the grid is the backbone of design and brings order to the chaos of the elements on the page. You can apply the rules of a grid system to all forms of graphic design from print to web and motion. When starting out on a new design project one of the first things you must do is set a layout and grid with the appropriate columns, margins and gutters, then the rest will follow.

TYPOGRAPHY 
When considering a typeface it’s not about which is the most ‘modern’ or ‘on trend’ at the time - a typeface is one of the most influential elements in graphic design and establishes the character and emotion (1, P38). The right typeface can evoke so many feelings in the reader and sets the scene for your message.

But it’s not just about selecting the right typeface, it’s also about how you use it and ensuring its legible and readable. Designers must consider space, alignment, hyphenation, tracking, leading and most importantly hierarchy. Hierarchy theory involves the use of contrast, size and weight to help the reader navigate effectively around the words and elements.

COLOUR 
Just like typography, the right colour palette can set the mood of your design, by considering the theory of design psychology. Colour can convey a message to an audience on a completely unconscious level.

Colours are differentiated by hue, tone and saturation (2, P88). It’s important for designers to understand the colour wheel, as well as primary, secondary, tertiary and complementary colours. By combining different colours your work can speak a unique language and create further hierarchy.

All graphic designers must also understand the difference between an RGB colour space and CMYK colour space, and how these translate across screen and the four-colour printing process.

________________________________

It feels good to recap on these basic rules, and looking back on what I know and understand about graphic design. I feel confident in my skills as a print and branding graphic designer, which I think is why I’m struggling to think what practice-based research I could do to discover graphic design theories further.

I think I need to get out of my comfort zone to explore my question of research from a different angle. I had a think about what my areas for improvement are and these include design for screen or web and motion graphics. So maybe a next step is to look into what theories inform these areas of design and if putting them into practice can help me develop new skills and grow confidence.


REFERENCES
Ambrose, G., & Harris, P. (2009). The fundamentals of graphic design. Lausanne, Suisse: AVA Pub./Academia.
Dabner, D., Stewart, S., Zempol, E., & Vickress, A. (2017). Graphic design school: A foundation course for graphic designers working in print, moving image and digital media. London: Thames & Hudson.