Advertising Graphic Design is the art of combining artwork, photographs and text in a compelling arrangement for newspaper and magazine ads, books, TV and digital media. Advertising graphic design communicates a message, persuades and amuses, introduces a product, or explains complex systems. Designers organize the many elements of type, images and the remaining white space to communicate a message.
–It’s Everywhere, It’s Everywhere. Advertising Graphic Design permeates your visual life. From the product packaging and billboards, to candy wrappers and book covers. From logos, websites, book design, brochures, DVD covers, magazine and newspaper layouts, truck and metro signs, greeting cards, credit cards, skateboards, to posters and designs on T-shirts. And oodles more.
–Image Design. When the designer uses strong visual elements like photographs, fine art and illustrations and color, there is often little need for text. The images convey the information and set the mood. The reader receives the message with an economy of type. The white space in which it floats becomes as important as any other visual element.
–Just My Type. In a more type-heavy project, the designer studies current trends in typography and appropriateness for the product and makes a decision on the type face, the point size and the style. Designers then must than consider column size, margins, the leading between the lines and kerning between the letters. And where to place the images and text—written by a talented copywriter. Once a layout has been developed and the images and type and copy chosen, illustrators and photographers contribute to the design.
–Get in Shape. Shapes are at the foundation of any design. Using a program like Illustrator and the shape tools, the graphic designer develops timeless geometric shapes in his layouts, including—circles, squares and triangles affected by choices of colors, textures and patterns. Or organic shapes like a cloud, puddle or leaf. The white space between the shape elements becomes a shape of its own.
–Form. Form puts different shapes together to create a three-dimensional shape like in computer generated designs. And include cubes, spheres, cylinders and pyramids, showing depth, height and width.
–Get in Line. Lines become important in dividing space in a design and directing the eye toward or away from an element. Lines are straight, curved, zigzag or dotted. Often the negative space between elements creates an implied line like type on a curve. The grid system organizes columns and rows typically in newspaper and magazine layouts. Wireframes are used to show the placement of elements on a web page. The wireframe focuses on the layout long before the other elements are added and the wireframe removed.
–Color. Color is often used in creating unity and harmony in a corporate look. Color adds impact and emphasis. And can command attention. Attributes of color include—hue, tints and shades, saturation, grayscale and lights and darks. The hue varies when light either brightens or darkens.
–Principles of Design. A good designer works from the principles of design. Unity occurs when all elements are in agreement and no part of the design is more important than the design as a whole. Balance is achieved in the state of equalized tension. Types include—symmetry, asymmetrical, and radial balance when elements seem to radiate from a central point. Scale keeps elements in relative size to each other. One element may dominate for emphasis. Similarity and contrast keep the balance between the unifying similar punctuated by a surprise of contrast. Using Movement the designer moves the eye from one focal area to another.
Outstanding graphic design requires the skill and talent of a seasoned designer familiar with the elements and principles of design.