CREATING ORIGINAL

AND DERIVATIVE
CONTENT
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BASIC PRINCIPLES OF GRAPHIC AND
LAYOUT
• IMAGES
An Image is a representation of the external form of a person or thing
in art. Images may be:
• 2-dimensional
• 3- dimensional

• GRAPHICS
Graphics are visual images or designs on some surface, such as a wall,
canvas, screen, paper, or stone to inform, illustrate, or entertain.
Vector Graphic
More specifically, a vector graphic is artwork made up of points, lines,
and curves that are based upon mathematical equations, rather than a
solid-colored square pixel. This means that no matter how large or
small or how close you zoom in on the image, the lines, curves, and
points remain smooth.
BASIC PRINCIPLES OF
GRAPHIC DESIGN
Principles of graphic design are set of guidelines that help a
design achieve effective composition. These basic principles
aid in creating balance and stability for the piece of work.

1. COLOR 5. ALIGNMENT
2. BALANCE 6. REPETITION
3. PROXIMITY 7. CONTRAST
4. WHITE SPACE
 1. COLOR

• Used for emphasis or

may elicit emotions
from viewers.
Determined by its
hue (name of color),
intensity (purity of
the hue), and value
(lightness or
darkness of hue).
1. COLOR
2. BALANCE
• The equal distribution of weight. In layout, visual weight is
determined by the darkness or lightness, thickness of lines, and size.
Balance is crucial to the success of design.

• 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.
2. BALANCE
There are two kinds of balance:

• Symmetrical Balance
The visual weight is distributed evenly, either vertically or horizontally. You can
draw a line straight through the middle of the design, and the visual balance
would be evenly distributed.

• Asymmetrical Balance
There is an artistic and different intensity on one side of the page.
3. PROXIMITY
• Simply the process of ensuring related design elements are placed
together. Any unrelated items should be spaced apart. Close proximity
indicates that items are connected or have a relationship to each
other and become one visual unit which helps to organize or give
structure to a layout (Smith, 2017).

• Proximity helps in creating a relationship between similar or related

elements. These elements need not be grouped, instead, they should
be visually connected by way of font, color, size, etc.
4. WHITE SPACE OR Negative Space
• We’ve discussed the importance of colors, images, and shapes, but
what about the space that is left blank? It is called the ‘negative
space’, which in simple words means the area between or around the
elements. If used creatively, negative space can help create a shape
and highlight the important components of your design.

• The art of nothing. It is also known as the negative space. It is the

portion of a page left unmarked: margins, gutters, and space between
columns, lines of type, graphics, Figures, or objects drawn or
depicted.
5. ALIGNMENT
• Simply the way visual elements are arranged so that they line up in
some way.

• Alignment plays a pivotal role in creating a seamless visual connection

with the design elements. It gives an ordered appearance to images,
shapes, and blocks of texts by eliminating elements that are not in
order.
5. ALIGNMENT
• There are two basic kinds of alignment; edge and center.
a. Edge Alignment - determines the placement of elements in
relation to the edge of the page or canvas. This can mean the elements
are aligned to the left side or right side, but it can also mean they are
aligned to the top or bottom of the page, so long as it uses an edge to
organize everything.
b. Center Alignment - aligns all the elements so that an invisible,
central line on the page will always be in the center of the elements.
6. REPETITION
• The process of repeating elements throughout a design to give a
unified look. Repetition goes with consistency of your design on font,
font size, patterns, and colors Inserting Illustrations:

• Repetition is a fundamental design element, especially when it comes

to branding. It creates a rhythm and strengthens the overall design by
tying together consistent elements such as logo and color palette,
making the brand or design instantly recognizable to viewers.
7. CONTRAST
• is the divergence of opposing elements (opposite colors on the color
wheel, or value light / dark, or direction – horizontal / vertical).
Contrast allows us to emphasize or highlight key elements in your
design.

• Contrast happens when there is a difference between the two

opposing design elements. The most common types of contrast are
dark vs. light, contemporary vs. old-fashioned, large vs. small, etc.
Contrast guides a viewer’s attention to the key elements, ensuring
each side is legible.