HI.
BASIC DESIGN
SKILLS
Reem Magdi Shehata
Senior Graphic designer - Marketing department
Introduction
“Humans speak through languages and
THE things speak through design.”
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MEANING “Graphic design is the art and practice
of planning and projecting ideas and
DESIGN?
OF experiences with visual and textual
content,”
• according to the
American Institute of Graphic Arts
THE ELEMENTS OF
GRAPHIC DESIGN
• Line • Texture
• Shape • Space
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• Form • Typography
• Color • Size & Value
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01.LINE
A line is a shape that connects
two or more points.
It can be fat, thin, wavy, or
jagged.. etc.
Every possibility gives the line a
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slightly different feel.
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01.LINE
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• Nike ad campaign
02.SHAPE
A shape is any 2 dimensional area
with a recognizable boundary.
This includes circles, squares,
triangles, and so on.
Shapes has two categories:
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geometric and organic.
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02. SHAPE
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• Dott.pt ad campaign 2020
03. FORM
When a shape becomes 3D, we
call it a form.
In two-dimensional design, form
makes realism possible.
form helps create the illusion of
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layers or give an object a sense of
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place.
03.FORM
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• Mild cotton promotion
2018
04.COLOR
Color plays a vital role in design
and everyday life.
It can draw your eye to an image
and trigger an emotional response,
it can even communicate
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something important without using
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words.
04. COLOR
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• Gente podcast poster 2021
05.TEXTURE
Texture is the physical quality of a
surface.
In design, texture adds depth and
tactility to flat images.
Objects can appear smooth, rough,
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hard, or soft, depending on the
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elements at play.
05.TEXTURE
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• Unofficial campaign for adidas
06.SPACE
Space is an element that gives a
room for breathe and leads viewer
eyes through the design.
It also helps adding emotional feel
such as free, open, crowded,
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claustrophobic etc.
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06.SPACE
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• CocaCola campaign 2013
07.TYPOGRAPHY
Typography is the style or
appearance of text.
It can also refer to the art of
working with text.
Each font carries a unique attitude,
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conveying a completely different
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message.
07.TYPOGRAPHY
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• Nike for chiacgo marathon 2014
08. SIZE & VALUE
Size is used to express importance,
draw attention and create contrast.
Value is how light or dark an area
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looks in a design, it adds enormous
depth, contrast and emphasis the
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design.
08. SIZE & VALUE
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• Floslek sun care 2020
LET’S
JUDGE!
Unleash your evil side
REST YOUR EYES
S O R RY N O T S O R RY
THE PRINCIPLES
GRAPHIC
OF
DESIGN
• Contrast
• Balance
• Hierarchy
• Repetition
• Emphasis
A good graphic designer must first understand these
principles, then use them (or discard them) with
intention in each project.
• CONTRAS
T
GOOD BAD
• BALANCE
GOOD BAD
• REPETITION
GOOD BAD
• HIERARCHY
GOOD BAD
• EMPHASIS
GOOD BAD
LET’S
JUDGE!
Unleash your evil side
WH AT DO ES A G RAP H IC
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DE S I GNE R DO ?
GRAPHIC DESIGN OFFERS
O P P O RT U N I T I E S AND OPTIONS FOR
I N D I V I D U A L S O F A L M O S T A N Y I N T E R E S T.
IF YOU PURSUE A CAREER IN GRAPHIC
DESIGN, YOU COULD WORK ON
M U LT I P L E TYPES OF PROJECTS—OR
SPECIALIZE IN JUST ONE AREA YOU
LOVE.
THE TYPES GRAPHIC DESIGN
OF
1. BRAND IDENTITY DESIGN 2. MARKETING & 3. PACKAGING DESIGN 4. WEB & UI DESIGN
ADVERTISING DESIGN
5. PRINT & PUBLICATION 6. LETTERING & TYPE 7. GRAPHIC 8. DATA VISUALIZATION &
DESIGN DESIGN ILLUSTRATION INFOGRAPHIC DESIGN
CONCEP
T
W H AT D O E S I T M E A N ?
DESIGN CONCEPT
Definition of a design concept
A design concept is the core idea driving the design of a product,
explained via a collection of sketches, images, and a written
statement.
This helps the designers and, later, the developers stay on track
throughout the creative process, ensuring they bring a product to
market with value to target users.
DIFFERENCE
BETWEEN
IDEA AND
CONCEPT
The main difference lies in their level of abstraction
and specificity.
An idea is usually more general and open-ended,
while a concept is more specific and well-defined. An
idea can be the starting point for a research project,
while a concept is a building block that helps to
structure and refine the research design. In other Idea: Show that the character has many
personalities.
words, an idea is a seed that needs to be developed
Concept: Glass reflection of many different
into a concept to be useful in research. emotions/ personalities.
LET’S GUESS THE CONCEPT!
SOCIA
M
L EDI
A
D E S I G N S
SOCIAL MEDIA
D E S I G N S
Social media design refers to
the process of ideation,
planning, and development of
aesthetics for your social media
pages. It also includes the
creation of visual content that
contributes to that aesthetic.
• GRAPHICS FOR POSTS ON SOCIAL
MEDIA
COMMON TYPES • Instagram and LinkedIn story graphics
Social
OF and templates
• Cover images and profile picture images
Media • HIGHLIGHT COVERS
• HEADER IMAGES (FOR EXAMPLE,
Designs ON FACEBOOK AND LINKEDIN)
• COVERS FOR NEW SOCIAL MEDIA
FORMATS, E.G. INSTAGRAM REEL.
BUSINESSES CAN USE
SOCIAL MEDIA GRAPHICS
TO:
• Educate customers about their new products.
• Explain the benefits of the brands products or
services
• Share industry insights.
• Boast customer reviews and testimonials.
• Ask followers questions, etc.
HOW TO WRITE A
GRAPHIC
WINNING DESIGN
BRIEF
Writing a creative brief will allow you and your client to put the technical details
on paper before any actual work is done.
A standard graphic design brief should consist of the
following points:
• Who is the design meant for?
• What problem does it try to solve?
• What art style and aesthetic are required?
• Who is the competition?
• What are the timetable and budget (if exist)?
• What are you required to deliver?
Design Brief
Case Study #1:
Creative Direction
Finally, a must-have component of a comprehensive graphic design brief is the
creative direction.
Here the you should determine:
• The style
• Colors
• The text (content)
• Way of communication
• Examples of designs that they like
• Examples of previous winning designs (if exist)
In general, this section needs to give the designer confidence and provide a
guideline to follow.
So that In the end you get a design that satisfies all parties and achieves the
desired goal.
THANK
YOU
