Introduction to

Graphic Design

missio n /
vision/ pop-ups

goals website
g r ap h i c s Di sp l a y
Ads

cor e digital
ma g a z i n e
ads

value s ads

prin t p o ste r s

ads

communication

on
ti
ca
ni
fly ers/

u
pos tc ards

m
m
co
b u sine ss g ra phic com m u n i c a t i o n s o cia l
cOv er /
p r ofi l e

marketing
p h o t Ts
media
design

st r a t e g y co
m
m
un
ic
p o sts
at

communication
io
n

a p p a r el
b ra nd in g

ev en t s /
placement/ large
display
lOg O
d esi gn
large cO l l a t -
b a n ne r s er a l

dist r i b u t i o n
bill-
pric i ng way-
fi n di n g
boards

signs
 Introduction
Graphic design is a profession, academic discipline and applied art whose activity
consists in projecting visual communications intended to transmit specific messages to
social groups, with specific objectives.

•Graphic design is an interdisciplinary branch of design and of the fine arts. Its practice

involves creativity, innovation and lateral thinking using manual or digital tools, where
it is usual to use text and graphics to communicate visually. Graphic design has, as a
field of application, different areas of knowledge focused on any visual communication
system.

•For example, it can be applied in advertising strategies, or it can also be applied in

the content world or space exploration. In this sense, in some countries graphic design is
related as only associated with the production of sketches and drawings, this is
incorrect, since visual communication is a small part of a huge range of types and
classes where it can be applied in all fields of design.
 Introduction

In 1922, book designer William Addison Dwiggins coined the

term “Graphic Designer”. 

A Graphic Designer is someone who brings together the

various elements of a page (words, pictures, colours) to form a
visually attractive page.
 History of Graphic Design

•With the creation of Gutenberg’s press and the Renaissance’s demand

for intellectual growth, the fields of graphic design exploded.

•With the printer, type designer, author, and artist working together in
close collaboration many written works were created that are still
admired today.

•The 1700’s brought about a stunning growth in typography. With

thousands of new fonts being developed for the needs of a wide variety
of people. With graphic design centres now in France and England there
were fonts for every need. From fanciful and delicate to strong and crisp.
Many of the fonts created during this time are still in regular use today
 History of Graphic Design

Industrial Age

The Industrial Revolution brought about high speed printing presses which initially doubled the
output of a typical hand press. With the invention of the Linotype by Ottmar Mergenthaler in
1886 the second problem of having to manually typeset a page was also solved.

A typesetter could now simply punch a key and have the correct letter fall into place. With the
invention of the photo-graphic camera, graphic designers could now incorporate a new level of
reality into their work.

The war’s near the beginning of this century brought out some of the most creative work in the
graphic arts. With the conclusion of these condition of world war, the technological
advancements developed for warfare were put to new uses in industries.

Graphic design tentatively began to adopt some of the new technology available to them. In
the1960’s pioneering work was being do neat MIT and other institutions in the realm of
computer engineering. In the early 1980’s that work came to fruiti on with the introduction of the
Apple Macintosh.
 Computer and Design
•While not the first computer to be used in the graphic design field, it’s
ease of use and relatively inexpensive cost allowed many users to
become desktop publishers.

•Producing newsletters and other  printed material from their homes this

revolution proved infectious to more traditional design houses.

•Until today, when one designer does the work that once took dozens
of skilled tradesmen to accomplish. Perhaps in the near future that one
designer, working wherever is convenient, will send a completed job to
be printed without the use of any plates, and we will leave the last of
Gutenberg’s legacy behind us
 b u sine ss
G ra p h i c
design g raphic
des ign

is t h e
con v er g ence cr ea t i v i t y
o f business
a n d creativity.
b u sine ss creativity
g r a phic
Social M e d i a Ads/Posts design Brainstorming concepts

W o r k i n g w i t h Headlines Sketching
& A d Copy C o l o r Ex ploration
W o r k i n g w i t h Product T y p o g r a p h y Selection
Photography P hoto Editing
Branding
 the a rt
of graphic
design

T R A N S FOR MA TIO N

Using t y p o g r a p h y ,
color, layout a n d
photos t o t ransform
inf or ma ti on into
something digestible,
en j o y a b l e a n d

Colorful Icon Business Infographic

effective.

Te mp la te f r o m C an va . c om
 Which design U nd er st an di n g w h y o n e desi gn

looks better? looks b e t t e r t h a n t he o t h e r is a b i g

g o a l f o r a g r a p h i c designer.
T e m p l a t e f r o m C an va . c om
Justify Your Answer?

by minimum writing 05
Points
 graphic design
p r o j e c t t y p e s a n d niches

logo UX/UI editorial branding s o c ia l i l l u s t r a t i o n , p a c k a g e

design & web design & event media pattern design
l o g o c o n c e p ts
design magazines design & digital design boxes
v a ria t i o ns ic o n d e s ig n look
t-shirts
design & digital a r t cans
logo w eb books food
apparel p o sts vector art
adaptation books packaging
user li a
n tyeorfuat c e d e si gn collateral ads illustrations
buttons/landing pages E -b o o k s b e a u t y p ro d u c ts
stationary digital ads mixed media art
lab el s a n d t a g s
business c a r d s d i s p l a y a ds digital
event p o p ups sketching
signage la rge w e b ads digital art
banners e-mail campaigns p a t tpehront d
o e s ig n
p o w e r p o ipost
n t / sers
l i d e de s ig n m apnriopduul actti o
a nr t
 logo design
which project
types
most

& branding work

m atkhee m o s t
m o n e y?
user interface
design

p ac ka g e
design In m y o v e r 15+ y e a r s o f e x p e r i e n c e I fi n d t h e f o l l o w i n g
pr oj e ct s f a i rly p r o fi t a b l e . I a m listing these f r o m m o s t
p r o fi t a b l e f r o m m y p e r s o n a l e x p e r i e n c e t o t h e least.
This all va ries o n your individual c lie nt s b u d g e t s ,
company size, y o u r p e r s o n a l skills a n d t a l e n t s e t c .

print advertisement A r e y o u n o t i ci n g a t h e m e h e r e ? T he y a r e a l l p r o j e c t s
+ editorial design that h e l p a business sell t h e i r p r o d u c t s o r services.
Remember w h e n I m e n t i o n e d h o w g r a p h i c d e s ig n takes
l east

c re a t i v it y a n d c o m b i n e s it w i t h m a r k e t i n g ?

This d o e s n o t m e a n y o u c a n n o t m a k e m o n e y w i t h t -
s oc i al m e d i a s h irt designs, illustrations a n d v e c t o r a r t , t h e r e a r e

& digit al design many p e o p l e w h o m a k e a g o o d liv ing d o i n g so b u t

t ho se jo b s a r e a b i t h a r d e r t o fin d.
Start out more broad
w i t h learning various
design projects a n d then
b e c o m e m o r e selectiv e
a n d spe cia lize i n a f e w
later on.
The r o a d m a p t o learni ng design

1 2 3
Design Theory Learn the industry Learn t o create i n - d e m a n d
a n d Foundations st a n d a rd design software design projects

Col or Theor y Photo editing software G r a p h i c designer’s h a v e t o b e a b l e t o

Col or Ha rmoni es
Typography
Font Pairing
Type a n d Lay out Hier ar chy
Lay out
Contrast a n d scale
Design Psychology
(Photoshop, Affinity Photo, GIM P)
Photos c an p l a y vit al roles in g ra p h i c design so
l earn ing a p h o t o e dit ing s o f t w a r e is i m pe r a t i v e t o
b e a b l e t o e dit pho to s but also b e a b l e t o p r e p a r e
a n d c rea t e graphics f o r the w e b like w e b headers,
social m e d i a im ag es , GIFs a n d m o r e .
Vector based sof tware
(Illustrator, Affinity Designer, Inkscape)
A v ec t or b a s e d p r o g r a m is w h e r e y o u w i ll cr eat e
m ost o f y o u r l o g o designs, icons a n d illustrations.
V ectors a r e scalable graphics, m e a n i n g y o u ca n
stretch a g r a p h ic o r l o g o 10 times its size a n d still
rem ains crisp a n d clear. V ec t or s o f t w a r e has
s om ething called the p e n to ol, w h i c h makes cr af t in g
a n d e diti ng custom shapes a b r ee z e .
Layout software
InDesign, Affinity Publisher)
K n o w i n g lay ou t s o f t w a r e is r e qu i r e d if y o u w a n t t o
be a b l e t o lay o ut a n d design l a r g e books,
m aga zin es a n d pdfs. Lay ou t s o f t w a r e w a s c r e a t e d
t o h an d le a l a r g e a m o u n t o f p a g e s . It also has
e x t r a p a r a g r a p h m a n a g e m e n t tools a n d options
t h a t hel p y o u c re at e the types o f layouts y o u see in
m a g a z i n e s a n d c at alog s.
p r o d u c e such a w i d e v a r i e t y o f
project types.
Your j o b n o w will b e t o learn h o w t o creat e each project t y p e
a n d the unique process involved in their creation. M o v in g
through eac h o f these design tasks will help y ou not only
understand h o w t o put th em t og et he r technically, but t o also
help yo u figure out y our design focus a n d y o ur unique design
style.
Find a supportive
4
design
community
W h a t g o o d is a g r a p h i c d e s i g n e r w i t h o u t
a c o m m u n i t y o f f e l l o w colle ag ue s?
Mos t f o r m a l f ou r y e a r design p r o g r a m s h a v e classes full o f f e l l o w
students t o re lat e t o a n d connect w i t h . W h a t a b o u t those lea rn ing
online? There a r e several g r e a t websi tes t h a t hel p y o u join
t o g e t h e r w i t h o t h e r designers t o p r o v i d e f e e d b a c k o n y o u r w o r k
a n d t o g iv e f e e d b a c k t o others.
There a r e also s ome g r e a t Fac ebook , YouTube a n d o t h er social
m e d i a design communit ies y o u ca n b e a p a r t o f t o o ! I h a p p e n t o
have a Fac ebook g r o u p f o r m y students t o g iv e a n d receive
f e e d b a c k . It is a lov ely co mmu nit y t h a t pr ov ide s positive s u ppo rt
a n d a d v ic e .
 w h a t software
do I
There a r e m a n y choices w h e n i t comes t o
l earni ng design s of t ware.

need?
The industry st an dar d s o f t w a re is the A d o b e Creative Cloud suite o f products.
B E C
The three most c o m m o n l y used A d o b e products that gr aph ic designers use d aily O O
T

This p d f r es ou rc e w a s c r e a t e d b y L i nd s a y M a r s h
M
a r e A d o b e Photoshop, Illustrator a n d InDesign.

R e p ro d uc t i o n a n d r e d i s tr i b ut i o n o f this r es ou rce is
E
H O

n o t a l l o w e d unless p erm i ss i on is g r a n t e d .
There a r e alternative design p r o g r a m s y ou c an learn if the A d o b e Creative
Cloud subscription is a bit t o o expensive f o r you. O n e op tio n is b y a c o m p a n y
called Serif. It is called the Affinity suite a n d this includes Affinity p h o t o (a p h o t o R

R
A

E
PH N
editing p r o g r a m ) , Affinity Designer (a vector p r o g r a m ) a n d Affinity Publisher (a I C D ESI G

layout p r o g r a m ) .

Industry Standard Cheaper Alternative Free O p t i o n s

Design Software
Software
GIMP
Adobe Affinity Photo editing software

P hot o
Photo shop Photo
ed i t i ng
Phot o ed it in g INKSCAPE
software
software
Adobe Affinity Vector Software

D esigner
Illu str a to r V ecto r
Soft w a r e
V ecto r CANVA
Adobe
Sof tw a r e
Affinity Cl o u d -b a s e d design software
Free version a v a i l a b l e w i t h some restrict ions.
Publisher L i m i t e d b u t v e r y h e l p f u l in c r e a t i n g s i mp l e

InDesign Lay o u t
g r a p h i c s like s ocia l m e d i a pos t s, fly ers , p os t er s ,
i n f o g r a p h i c s a n d w e b b a n n e r s . N o t s uit a ble f o r
Softw a re l o g o design o r super custom graphics.
Lay o ut
Soft w a re

freelance designer
You a r e your o w n boss w i t h freelancing.
You m a y w o rk fo r o ne larg er client o r
w o rk with m any clients a t the same
time. Pay can b e unpredictable so
there is a d d e d risk for freelancers.
Pe r f ec t F o r :
Those w h o w a n t lots o f v arie ty w i t h the
c om p a n i e s o r b rands the y w o rk w i t h . Yo u m a y
juggle m ultiple p r o je c t types a n d clients in t he
sa m e d a y . You also w a n t t o h a v e m o r e
control o v e r y o u r w o r k env iron m en t a n d
schedule.
at home
W o r k i n g a t h o m e as a freelancer o r as p a r t o f a n in-house des igner
position c a n b e fantastic f o r s ome. Ot he rs m a y find it h a r d t o g e t
m o t i v a t e d b e i ng a t h o m e because o f the m a n y distractions there.
f u l l - ti m e
or part-time?
A graphic design
job options
i n - H o u se a d agency
designer designer
W o rking fo r an a d a g ency g ives you a nice
In-hou se g raphic d e signers w o rk full fo r
blend b et w e en in-house designers a nd
one company a n d help t o maintain the
freelancers a s you g et to w o rk with
com panies visual b ra nd acro ss m ultip le
m ultiple clients a nd different p rojects. The
chanels including digital a n d print items.
be nefit is you d o not have t o find a n d
maintain the client relationships like you
Per f ect F o r : w o u l d in freelancing.
Those w h o like w o r k i n g w i t h the s am e b r a n d e ac h
d a y . Things a r e s t ea dy a n d p a y is consistant Per f ect F o r :
a n d t h a t makes y o u feel g o o d . Those w h o p r e f e r a fun creative w o r k en vir onm e nt
a n d those w h o like t o w o r k w i t h l a r g e r te am s o n
b i g g e r projects.
a t a n office
W o r k i n g f o r a client o r a t a f ul l- t im e position a t a c o m p a n y a t a physical
location c an b e a m i x e d b a g . S om e find m o r e creative e n e r g y f r o m b e in g
a r o u n d o t h e r p e o p l e , w h i l e others m a y feel o v e r w h e l m e d w i t h
p e o p l e , noises a n d constant interruptions.
Both i n- house a n d fr e elanc ing opt ions h a v e the ab ility f o r y o u t o w o r k p a r t - t i m e ( 2 0 hours o r less) o r
This p d f res ourc e w a s c r e a t e d b y Li nds a y Ma rs h
f ul l- ti me ( g r e a t e r t h a n 2 0 hours). I w o u l d say t h a t m os t g r a p h i c designers t o d a y w o r k in a p a r t - t i m e
Re p r o d u c t i o n a n d red is tr i buti on o f this res o urc e is
c a p a c i t y . Full- time positions t ak e a b it o f t i m e t o w o r k u p t o .
n o t a l l o w e d unless pe rmi s s ion is g r a n te d .
For m e per sonally, it t o o k a r o u n d 2 y ear s t o b ui ld u p a fu ll- t im e fr e el anc i ng situation. Fi nding fu l l- t i me
i n- house w o r k c a n ta ke s o me t i m e t o o as y o u n e e d t o bu i ld u p y o u r p o r t f o l i o o f w o r k a n d y o u m a y
h a v e t o a p p l y a n d i n t e r v i e w a t sever al c o m p a n ie s t o e ve ntu ally l a n d t h a t positi on.
Thank YOU