FAQs: Graphic Design

Design theory is a system that helps designers understand why certain visual concepts ‘work’ when conveying visual messages. This involves breaking down the different elements in an image, explaining why each element is important and using design principles to determine how their effects can be maximised.

Rather than being guided by creative instincts alone, design theory allows a designer to predict how certain stylistic choices will influence a viewer’s reaction.

Applying design theory is all about asking and answering the question “why am I designing this way?”. If you’re designing and find you can’t answer that question convincingly, you probably need to do a bit more thinking!

Explained in the simplest terms, Gestalt theory is based on the idea that the human brain will attempt to simplify and organise complex images or designs that consist of multiple elements. 

By subconsciously arranging an image’s parts into an organised system, our brains instinctively aim to create and perceive a whole (rather than experiencing a design as a cluster of disparate elements). 

In response to gestalt theory, Graphic Designers will implement the five design principles to ensure their images are viewer-friendly.

Following the five principles of alignment, repetition, contrast, hierarchy and balance not only help Graphic Designers craft beautiful content, but also increases the accessibility of a design, ensuring it serves its intended purpose and makes a lasting impression on the viewer. 

The five principles are:

• Alignment – Aligning the elements of a page creates a unified design and can be used to establish visual connections. Most importantly, it brings a sense of order to your design, which makes for easier viewing.
  
  
• Repetition – Repeating certain design elements can build familiarity and create strong visual associations. Graphic Designers use repetitions to formulate a consistent brand image that can be quickly and easily identified across all its visual content.
  
  
• Contrast – It’s possible to create contrast by combining two elements that are complete opposites, such as a classic and contemporary font, or warm and cool colours. This generates impact and can increase a viewer’s emotional response to an image. 
  
  
• Hierarchy – Grouping similar things close to each other implies that they are related in some way – hierarchy is fundamental in creating organisation in a design.
  
  
• Balance – this refers to how the elements are placed and distributed across an image. There are two kinds; symmetrical balance and balance by tension, and both can bring stability and structure to the layout of a design.

Added together, all five design principles ensure a design is visually appealing and formulated in a way that promotes legibility and the viewer’s comfort.

Colour theory clarifies how and why designers should use a specific colour or colour palette, and is based on the idea that people often have particular and predictable responses to certain colours and colour combinations.

Colour theory can be used by Graphic Designers to stimulate an emotional response that entices or persuades an audience. For example, brands that use the colour red in their designs (Coca Cola, YouTube and Netflix) tap into its associations with passion and strength, effectively demanding our attention.

There are a raft of essential skills that a Graphic Designer needs to produce eye-catching, functional assets. Here are a few of the essential capabilities that Graphic Designers rely on to thrive in the industry: 

• Working with briefs

To make sure you clear the first hurdle, it’s vital that you’re able to effectively interpret and respond to Graphic Design briefs. This might entail working with too much information, or even too little. Just as no two clients will be the same, every brief will be unique, and the best designers approach each brief with a fresh mindset.

As a Graphic Designer, it’s your responsibility to understand the client’s specifications and the problems they are hoping to solve. In order to find effective long-term solutions, the best designers will religiously refer back to the original brief throughout a project.  

• Illustration

It’s liberating to know that you don’t have to be a professional illustrator to be a Graphic Designer. That said, Graphic Designers do need to be able to explore different design concepts. 

One of the best ways to formulate your Graphic Design ideas is through sketching. These sketches are a visual means to get ideas down on paper, and don’t need to be perfect.

That said, there’s always an advantage to being able to illustrate to a high level as a Graphic Designer. Today’s illustrators use pads and tablets (such as Wacom), which come with built-in pressure-sensitive features, enabling you to intuitively sketch, draw and paint with complete precision. 

• Still and motion graphics

As well as working with still images (digital or print), such as posters and magazines, contemporary Graphic Designers incorporate movement into their creations, at which stage Graphic Design becomes motion graphics.

Motion Graphic Designers produce assets for the web, television and film, using visual effects, animation and other cinematic techniques to breathe life into their designs. 

With the increasing popularity of online video content, you could find yourself working with motion graphics on almost any platform, from a catchy YouTube ad, to a short and snappy TikTok video.   

• Communication

As well as expressing ideas visually, Graphic Designers need to have excellent communication skills when dealing with clients, stakeholders and teammates. 

Being able to confidently pitch concepts is essential for attracting new clients, while maintaining positive interactions with any existing clients ensures projects reach a satisfying outcome. 

Ideation and planning are often collaborative exercises, so you’ll need the soft-skills to share ideas, brainstorm and work as part of a synchronised team.

• Portfolio building  

It almost goes without saying that a stand-out portfolio is a must-have for any graphic designer (or, for that matter, anyone working in a creative field!). A portfolio displays the originality of your Graphic Design brand and serves as a platform for potential clients to view your work. 

A well curated portfolio is your most important piece of advertising, concretely demonstrating your talents and work experience, while inspiring clients with a vision of what your skills could do to improve their business.

Graphic Designers rely on the ever-expanding possibilities of software to bring their ideas to life. Because of rapid tech innovations, designers have more software to choose from than ever before, enabling them to combine different forms of media and create attention-grabbing interactive content. 

Designers need to be fully aware of the strengths and weaknesses that come with each piece of software, which enables them to choose the best tools for the job in hand. 

Today’s industry is largely driven by the Adobe suite, which has developed side-by-side with Graphic Design practice. 

Here’s a breakdown of the essential Adobe apps that power-up the work of modern Graphic Designers:

• Adobe Photoshop

A must-have for any serious Graphic Designer, Photoshop is your go-to application for working with pixel-based images for print, web, and mobile apps.

Photoshop’s powerful editing tools let you correct exposure and colour balance, crop and straighten images, erase blemishes from a portrait, or combine multiple images to formulate a completely new scene.

• Adobe Illustrator

Adobe Illustrator is a software application for creating drawings, illustrations, and other vector-based designs. It offers designers a comprehensive toolkit that enables them to create designs from scratch, just as they would on a drawing board.

Used as part of a larger design workflow, Illustrator helps with the creation of everything from single design elements to entire compositions. Graphic Designers use Illustrator to create posters, symbols, logos, patterns, icons and much more.

• Adobe InDesign 

Adobe InDesign is the industry-standard layout and page design software used in print and digital media. Graphic Designers use InDesign to create and publish books, magazines, brochures, posters and customised stationery.

InDesign offers a wide range of typography from the world’s top foundries and imagery from Adobe Stock. Its latest features allow designers to create interactive publications, such as iPad apps, interactive PDFs, online magazines and eBooks.

• Adobe After Effects

Adobe After Effects is a digital visual effects and motion graphics application that’s used in the post-production process of film, television and web video production. 

After Effects can be used to create animations, layer text over images, and edit and composite footage. It also allows designers to create special effects, such as adding dramatic lighting, making moody colour changes, or layering up patterns and textures. 

• Adobe XD

Adobe XD is a prototyping tool for user experience and interaction designers (both of which Graphic Designers regularly delve into). Adobe XD features are handy for creating wireframes, prototypes, and screen designs for digital products, including websites and mobile apps.

• Adobe Premiere Pro

Premiere Pro is industry-standard video editing software, used for film, TV and the web. Intuitive tools and Premiere Pro’s simple integration with other apps helps users composite clips, create smooth transitions and turn footage into polished videos.

• Adobe Animate

Animate allows designers to produce high-quality vector graphics that are scalable, reusable and adaptable for cartoons, banners, games and other interactive content. 

Animate graphics can easily be imported to After Effects, allowing you to add post-production effects and publish your animated videos through multiple platforms with just a few clicks.