Page 55 - Graphic Design and Print Production Fundamentals

3.1 Introduction

Alex Hass

Learning Objectives

• Utilize basic design principles relating to visual composition
• Define design terminology pertaining to form

• Describe organizational systems and core principles for layout grids
• Differentiate between typographic categories
• Establish a visual hierarchy within a layout

• Express ideas using the principles of composition and form

Communication design is essentially the crafting of a message meant for a specific section of the public.
This written message is infused with meaningful and relevant visual components. The composition of
these components should amplify, clarify, and enhance the message for the viewer. To assist in making
sound design choices, a designer applies principles of composition and principles of organization to the
design elements selected for a project.

Understanding how to utilize the fundamentals of design elements, principles, and composition is
necessary to be able to confidently move through the stages of the design development process and build
a project from the initial design brief to the final published design work.

Definitions from various design sources about what comprises a design element are consistent for the
most part, but defining design principles is not as consistent and varies from one text to the next. Marvin
Bartel’s (2012) definitions of these categories are both simple and on point. He defines a visual element
as any “basic thing that can be seen,” and a design principle as a method for “arranging things better.”
Also included in this chapter are organizational systems that can focus and direct the overall direction a
composition will take.

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