Graphic Design

Graphic Design

Almost every business needs a visual identity – an external image that customers can associate them with. Just think of some of your favourite brands off the top of your head… each of those brands has constructed a unique and recognisable visual identity to communicate to the world.

If you’re looking to learn about the basics of graphic design and how you can use it in your business, we’ve got you covered in this guide. 

All things come to mind when we say graphic design… business logos, business cards, flyers, newsletters, magazines, websites, packaging, vector graphics. But what exactly is graphic design?

What is graphic design?

Graphic design is the art and skill of conveying a message using visual communication and design. Graphic design is art, except purpose and strategy are the guiding force behind it. Graphic design uses carefully selected visual components such as typography, colour, form and imagery to meet specific objectives, solve problems or meet consumers’ needs. The goal of graphic design is to create harmony between aesthetic and logic. 

Why do we need graphic design?

If you want your business to stand out from the crowd of your competitors, it’s vital to establish a strong visual identity that is not only consistent across all of your communications channels, but aligns with the type of business and the industry you're in.

According to MIT neuroscientists, 90% of the information we process in our brain is visual, and it takes just 13 seconds for the human brain to process an image. We have access to so much intelligent software in the digital age, and graphic design has certainly become more advanced. But the principles of graphic design are based on age-old theories and guide contemporary designers all the same.

The psychology of design means that the information we receive at first glance of looking at something will make us feel a certain way. Colour theory is a big one… certain colours are used in particular industries, for example, blue is used in the finance and government industries to connote professionalism, loyalty and professionalism. 

Colour can also trigger an emotional response. Ever thought about why most fast-food and top restaurant chains use red logos? Red promotes appetite and enhances metabolism, encouraging us to stop at the drive-through to grab that burger on the way home.

Source: 99Designs

Typography and the shapes used in the layout of a design can also affect the impression of your business in a consumer's mind. It’s vital to consider how your design meets and shapes your user’s expectations.

Source: DigitalSynopsis

With the psychology of design in mind, let’s cover some of the basic elements or principles that make up graphic design.

What are the key elements of graphic design?

Elements of graphic design are the basic assets of any design that form the structure and communicate a visual message. Design can include a range of combinations of the following elements:

• Colour
• Line
• Shape
• Texture
• Size
• Typography 

What are the types of graphic design?

The principles of graphic design remain the same regardless of the purpose of a design. However, there are several specialised areas of graphic design for different areas of business. Here are some of the most common:

Marketing & Advertising Design

This is the most well-known type of graphic design. Graphic designers work with businesses to create print and digital assets for their brand identity. They also work with marketing professionals to create consistent and engaging assets for their marketing strategies.

Examples of marketing and advertising graphic design include:

• Business cards
• Magazine and newspaper adverts
• Brochures and newsletters
• Signage 
• Menus
• Images for websites and social media 
• Website banners and infographics 

Digital Design

Digital design refers to any design that is viewed on a screen. You know when you’re on a website and you struggle to find your way around and everything seems clunky? Well, a digital graphic designer’s job is to make the visual elements on the UI (user interface) of your digital experience seamless. This colour, size and placements of buttons.

Packaging Design

Packaging is an extremely valuable marketing tool and can be the deciding factor of whether or not you choose another brand. Every box, packet, container or bag is an opportunity to convey a message to your customers. Graphic designers can incorporate many factors into packaging, including eco-friendliness, choice of labelling, photography and illustration.

Corporate Design

Every brand visual assets that are unique to them, including a logo, social media assets, typeface, tagline and colour palette. Graphic designers establish consistency throughout all assets to create a strong visual identity that has a lasting impression on customers.

There’s so much to think about as a new business, and simply getting up and running is enough – let alone thinking about the different layers of your brand identity. Focusing on the low hanging fruits in the early days, such as creating a great logo and business cards, is a step in the right direction.

What is logo design?

A logo is an important symbol that connects your business to your audience - it’s how your audience recognises you as a whole. Logos are connected to people’s memory and can be powerful in making consumers feel a certain way. 

The best logo design ideas for small businesses are those that are simple, timeless, appropriate and versatile to use across all business and marketing collateral. A logo should embody everything a business stands for.

What is business card design?

No matter how much digital presence you have, many small businesses still use good old-fashioned business cards. They may not be the fastest way to connect and exchange information with your clients these days, but business cards are a tried and tested way of creating a good first impression.

Here are some things to note for a great business card design: 

• It’s smart. The design isn't outdated or clumsy, but is smart, inspiring and represents the personality and values of your business.
• It has tasteful typography. It is not just what is written on it, but how they are written. Good typography will convey things about you such as professional, creative or fun.
• It is uncluttered. Whether you're going for a simple or elaborate design, it should always be easy to scan and uncluttered.
• It has used the space well. A business card is small, so you should have proper spacing to avoid overwhelming or confusing the reader.
• It has all the essential info. It may sound obvious but don't forget to put all the necessary information on your business cards such as logo, email, number, title and address.
• It has highlighted important information. What's the best way to contact you? If email is your game, highlight that. If you prefer Skype or phone, then make sure that's clear.
• It’s interesting. You can play with different papers, shapes and texture to pique people's interest.
• It’s memorable. Throw in a cool embossing and print or make it foldable to stand out from the sea of white business cards.
• It’s the right size. Don't forget that people will store business cards in a rolodex, file, wallet or pocket. It must be practical enough to hold and keep to avoid getting thrown in the bin.

How do I get started with graphic design?

So now that we’ve covered the basics of graphic design, you may be wondering how to get started. See our Q&A section below or ask an expert graphic designer for advice. Or you can post a project, and we will introduce you to the best matching local graphic designer who can help.