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Elements of Design are important not only in creating design, but in selling it. The general public seems to have a notion that "design is fun!" And, it is. But there's more to it than simply doodling and applying Photoshop techniques and calling it advertising or graphic design. The following article is a discussion of how design elements are used in order to balance appeal to a reader with connection, or engagement, with that design.
Have you ever thought about how designers provoke different emotions in readers? It has a lot to do with color. Each one can suggest mood. Good examples are green for prosperity and white for possibility, which show up frequently in advertising. But similarly, those colors could communicate illness or anger, not what you'd want to advertise. To help define the mood more clearly, many designers combine the elements. For example, value-the lightness or darkness of a color-can deepen or lighten mood. It's important to match the color to the mood you want to create.
Another design element to consider is size. A common misconception in advertising is that biggest is best. A big font or a big mark will attract attention. Attention, when it comes to advertising should be positive. Again, the idea is to attract, not repel. If a very angular font is used, for example, making it very large will make people feel like they are being shouted at. A big mark will may be so intrusive that the message gets lost. Balance is essential for attracting onlookers.
Shape is a fascinating design element. With it, there is both positive and negative space created. Therefore, it's key that a designer use the positive or negative to the design's advantage, as well as balance the other design elements around the shape. Too many shapes will be a confusing clutter. And remember that shape is the folding of line. Any time a line folds in some manner it creates action. Too much action and too much shape will look chaotic. Texture is similar to shape and is either physical or visual. It creates depth and can draw a reader in quickly, but again, can be easily overdone and create a stressful feeling.
Line is an element that can be described as a verb. If color communicates mood, I guess it's the adjective, while line communicates action and movement. It can be either the linear marks or an edge where two shapes meet. It can communicate hurriedness, relaxation, fluidity, recklessness, pep, flirtation, concentration, and many more kinds of activity to match whatever you are hoping to communicate. Urgency isn't always the best answer; a sense of calm can attract the eye just as provocatively. Similar to the element of line, is the element of direction. All lines have direction, so the important thing to remember is to lead the reader's eye to the most important part of the advertisement.
Design success will come when all elements are working together in a balance to one another. This will take much study and practice, and fortunately there are myriad ads to study, some brilliant and others that are simply terrible. But when you practice design, and it all comes together, you'll find what's attractive and meaningful.
Have you ever thought about how designers provoke different emotions in readers? It has a lot to do with color. Each one can suggest mood. Good examples are green for prosperity and white for possibility, which show up frequently in advertising. But similarly, those colors could communicate illness or anger, not what you'd want to advertise. To help define the mood more clearly, many designers combine the elements. For example, value-the lightness or darkness of a color-can deepen or lighten mood. It's important to match the color to the mood you want to create.
Another design element to consider is size. A common misconception in advertising is that biggest is best. A big font or a big mark will attract attention. Attention, when it comes to advertising should be positive. Again, the idea is to attract, not repel. If a very angular font is used, for example, making it very large will make people feel like they are being shouted at. A big mark will may be so intrusive that the message gets lost. Balance is essential for attracting onlookers.
Shape is a fascinating design element. With it, there is both positive and negative space created. Therefore, it's key that a designer use the positive or negative to the design's advantage, as well as balance the other design elements around the shape. Too many shapes will be a confusing clutter. And remember that shape is the folding of line. Any time a line folds in some manner it creates action. Too much action and too much shape will look chaotic. Texture is similar to shape and is either physical or visual. It creates depth and can draw a reader in quickly, but again, can be easily overdone and create a stressful feeling.
Line is an element that can be described as a verb. If color communicates mood, I guess it's the adjective, while line communicates action and movement. It can be either the linear marks or an edge where two shapes meet. It can communicate hurriedness, relaxation, fluidity, recklessness, pep, flirtation, concentration, and many more kinds of activity to match whatever you are hoping to communicate. Urgency isn't always the best answer; a sense of calm can attract the eye just as provocatively. Similar to the element of line, is the element of direction. All lines have direction, so the important thing to remember is to lead the reader's eye to the most important part of the advertisement.
Design success will come when all elements are working together in a balance to one another. This will take much study and practice, and fortunately there are myriad ads to study, some brilliant and others that are simply terrible. But when you practice design, and it all comes together, you'll find what's attractive and meaningful.
About the Author:
Chris Kincaid is a twenty year marketing professional and writes extensively on business including local topics such as graphic design in Michigan and Ann Arbor web design.
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