The Language of Design
Lami Sam
@Lamisam_
Understanding the Fundamentals of
Graphic Design

Graphic Design is the process of
creating visual content using
typography, Images, and other
elements to communicate a message
or idea. It is a form of ‘communication
design’ that combines art and
technology to convey information in a
visually appealing and effective way.
Graphic Design
What is Graphic Design?

Graphic Designers use various software
tools to create designs for a wide range
of media such as print, web, advertising,
packaging, and branding. They use their
creativity and technical skills to solve
design problems and create visually
engaging designs that effectively
communicate a message to specific
audience.
Graphic Design
What is Graphic Design?

What is the Language of Design ?
Visual Vocabulary
The Language of Design refers to the set of visual and
communication tools and techniques that designers use
to convey their ideas and concepts effectively. It involves
the use of visual elements such as color, typography,
layout and composition, to create a cohesive and
meaningful design.

Visual Vocabulary
In essence, the Language of Design is the vocabulary that
designers use to communicate their vision, whether it be
through a logo, website, a poster, or any other type of
visual medium. It is essential for designers to understand
this language so they can effectively convey their
message to their target audience and create designs that
are both aesthetically pleasing and functional.
What is the Language of Design ?

The elements of design are best described as the
building blocks of any project. Even the most complex
designs can be broken down into fundamental elements
like lines, shapes and fonts.
However, the principles of design are rules that help
define and guide how these elements interact with one
another, with their context and with their audience.
Fundamental Principles of Graphic
Design

The Principles of Design are set of rules or guidelines
used to create effective and visually appealing designs.
Although both the elements of design and the principles
of design are important concepts to know, this session
will be focusing on the Principles of Design.
Fundamental Principles of Graphic
Design

• Balance
• Proximity
• Contrast
• Alignment
• Repetition
• Visual Hierarchy
• Color
• Space
• Typography
Fundamental Principles of Graphic Design
These Principles include:

Balance lends stability and structure to
an overall design. To understand it
better, think that there’s weight behind
each of your design elements. Shapes,
text boxes and images are the elements
that form your design, so it’s important
to be familiar with the visual weight
each of those elements possesses.
Balance
Balance as a Design Principle

Now, this doesn’t mean that the
elements always need to be distributed
evenly or that they must be of an equal
size — balance is either symmetrical or
asymmetrical.
Symmetrical balance is when the weight
of elements is evenly divided on either
side of the design, whereas
asymmetrical balance uses scale,
contrast, and colour to achieve the flow
in design.
Balance
Balance as a Design Principle

The law of proximity states that objects
placed in proximity to one another will
be seen as a group rather than as
individual parts. For example, Univer's
logo has 25 distinct icons. But because
they are in close proximity, you
recognize the whole "U" figure.
Proximity
Proximity as a Design Principle
The proximity principle is the idea that
placing similar design elements close
together produces a more effective
visual design.

Contrast
Contrast as a Design Principle
Contrast is one of the fundamental
principles of design. It refers to the
arrangement of opposite elements,
such as light and dark, large and small,
or rough and smooth, in a way that
creates visual interest and variation. By
contrasting different elements,
designers can create a sense of
balance and hierarchy, emphasize
certain elements, and add depth and
texture to their designs.
CONTRAST
CONTRAST
Good Contrast
Bad Contrast

Alignment
Alignment as a Design Principle
Alignment is another important
principle of design. It refers to the
arrangement of visual elements, such
as text and images, in a way that
creates a sense of unity and order.
Alignment helps to create a clear visual
hierarchy, making it easier for viewers
to understand the relationships
between different elements in a design.
A design with poor alignment will look
cluttered and unfinished.

Repetition
Repetition as a Design Principle
In design, repetition means reusing
elements — colors, patterns, fonts,
images, textures, and more —
throughout a piece of work. Another
way of thinking about repetition is
consistency.
Repetition can be useful in web and
app design. For example, you'd expect
the logo of a business to be repeated
on every page and in the same place.

Visual Hierarchy
Visual Hierarchy as a Design Principle
Visual hierarchy refers to the
arrangement of visual elements in a
way that guides the viewer's attention
and communicates the relative
importance of each element. By
establishing a clear visual hierarchy,
designers can create designs that are
easy to navigate and understand.
It is the principle of arranging
elements to show their order of
importance.

There are several ways to create a visual hierarchy in design:
Size: Larger elements tend to attract more attention than smaller
elements, so using different sizes can help establish a clear
hierarchy.
Color: Bright or bold colors tend to be more attention-grabbing
than muted or neutral colors, so using different colors can help
establish a hierarchy.
Contrast: By using contrast, such as light and dark or different
textures, designers can create visual interest and guide the
viewer's attention.
Alignment: Aligning elements in a way that creates a clear flow
can help establish a hierarchy and make it easier for viewers to
navigate the design.
Typography: Using different font sizes, styles, and weights can
help establish a clear hierarchy and emphasize important text.

Colour
Colour as a Design Principle
Color is considered both a principle and
an element of design. As a principle, color
refers to the ways in which color is used
in a design to create mood, establish
hierarchy, and communicate emotions
and ideas. As a designer, it’s always
helpful to have a basic knowledge of
colour theory, for example you should
know that different colours evokes
emotions and you should learn these
colours appropriately.

Colour
Colour as a Design Principle
Designers use color to create a visual
identity for a brand, to evoke
emotions in the viewer, and to make a
design more appealing and
memorable. For example, The Blue in
Google brand colours represents
trusts, reliability, and strength. The
Red symbolizes Passion, the yellow
represents the creative and happy
side of google. While green for Google
communicates harmony and growth.
Google Blue
Hex: #4285f4
Google Red
Hex: #e84435
Google Green
Hex: #0f9d58
Google Yellow
Hex: #fbbc04

Space
Space as a Design Principle
We’ve discussed the importance of
colours, images, and shapes, but what
about the space that is left blank?
Space, or negative space, refers to the
area around and between visual
elements. I.e. It refers to the area that a
shape or form occupies. It also refers to
the background against which we see the
shape or form.
Space is just as important as the
elements themselves and can greatly
influence the overall impact of a design.

Space
Space as a Design Principle
There are two types of space in
design:
● Positive space: This refers to
the area occupied by visual
elements, such as text and
images.
● Negative space: This refers to
the area around and between
visual elements.

Typography
Typography as a Design Principle
Typography can also be considered a principle of design, although it is
more commonly regarded as an element of design. As a principle,
typography refers to the ways in which typography is used to create a
cohesive and effective design.
Good typography involves choosing the right typeface, font size, line
spacing, and other typographic elements to communicate information
effectively and create a sense of visual hierarchy. Typography can also
be used to establish a brand identity and evoke emotions in the
viewer.

Typography
Typography as a Design Principle
“Words have meaning, type has
spirit,” — Paula Scher.
Typography is one of the key pillars
of design, and it speaks volumes
about a brand or an artwork when
executed stylistically or even
customized. Sometimes, ‘type’ is all
you need to showcase your design
concept.

Rules
Time to break some of those rules
Once you’re an adept graphic designer who understands the foundations of
design, then it’s time to break some of those rules. And, by that, I don’t mean,
using pixelated images or an illegible font type. Remember, whatever it is that
you’re choosing to communicate, should not be compromised.
While these principles may require some of you to be more observant and take
mental snapshots of novel designs (that you stumble upon), they’re key
principles for those who want to create a great brand by way of strong visuals
and content.

Conclusion
Final Note
In conclusion, the language of design is a complex and nuanced system of
principles and elements that designers use to communicate ideas, emotions,
and information through visual means. Each principle and element plays a
unique role in creating effective and impactful designs, and mastering the
language of design is a key aspect of becoming a successful designer.

Design is not just what it looks
like and feels like. Design is how
it works.
- Steve Jobs

So let us remember that design is not just about aesthetics, but about
communicating ideas and solving problems through visual means. By
mastering the language of design, we can create meaningful and impactful
designs that make a difference in the world.
Conclusion
Final Note

Thanks