Visual Graphic Design

VISUAL GRAPHIC DESIGN

Visual graphic design is the art and practice of planning and conveying
ideas and messages through visual content. Visual content consists of
typography, typefaces, colors, and images that are combined
strategically.
Visual graphic design connects companies with consumers. Proper
execution of visual graphic design leads to the effective communication
of the message you wish to convey. With that, a lot of opportunities can
arise. For example, a furniture store that has an impressive window
display of sophisticated dining room furniture can attract more
customers, and thus lead to more sales.
 Roles and Responsibilities of Visual Graphic
Designers
1. Create visual text and imagery concepts by using hand tools or computer software.
2. Communicate messages and ideas effectively to consumers.
3. Research the client’s company history, profile, and customers to effectively reflect their brand identity on the
design.
4. Develop the production design and overall layout for logos, print media, product packaging, user interface,
window/booth displays, etc.
5. Design graphics to meet the client’s brief on projects such as logos, packaging, displays, and print media.
6. Test graphics across different media or platforms.
7. Collaborate with IT practitioners for the creation of UX and UI design.
8. Collaborate with copywriters for the design of projects involving text.
9. Coordinate with clients and supervisors on the concepts and designs that will be incorporated into the specific
project.
10.Revise the design based on the client’s or supervisor’s feedback.
11.Review the final design for errors before publishing.
12.Be updated and upskilled with the latest tools and technologies in visual graphic design.
 Ethics in visual graphic design include the
following:
1. Designs must not be misleading. Instead, they must be engaging and encouraging if your aim is to convert
the consumer.
2. Designs must not interrupt the user experience. Ensure that the experiences they are creating are not
interfered with by intrusive and forceful offers or advertisements so that consumers can use a website or
app more seamlessly.
3. Messaging, disclaimers, and policies must be clear and legible. This is for consumers to avoid missing any
important information that may affect their decision to use or purchase a product.
4. Design must be accessible. People with different accessibility needs might be using your product. If your
product is designed to be accessible to them, it becomes available to a wider audience, leading to more
sales.
5. Proper representation and inclusion must be utilized whenever possible. Consider that all types of
consumers are represented in the design to make it more approachable.
6. Designs must promote safety and security. Keep in mind that information can be sold, stolen, or used
unethically, so products that contain sensitive information must be designed with safety and security in
mind.
Careers in Visual Graphic Design
Visual Graphic Artist/ Designer
A creative professional who uses visual elements, design principles, and
technical skills to create visually appealing and communicative graphics
across various mediums.
Creative/Art Director
A high-level executive that oversees all projects and directs the team’s
vision.
Visual Graphic Multimedia Artist
Creates complex animated images and videos through art and
computerized animation programs.
User interface (UI) Designer
Oversees the conformity of the webpage or operational step of the final
product to the intended user experience.
Package Designer
Develops the box, container, and labeling of a product to protect its
content and communicate its message to the consumers.
Booth and Product/ Window Display Designer
Creates visually appealing and engaging displays to showcase products
or services in a variety of settings, such as trade shows, exhibitions,
retail stores, or window displays.
Laws and Legislation Relevant to Visual
Graphic Design and the ICT Sector
In the visual graphic design, and in the ICT sector in general, there are
different laws and legislation that we must be aware of not only to
mitigate legal risks but also to promote ethical design practices, protect
intellectual property, build consumer trust, foster inclusivity, and uphold
professional standards. These laws enable designers to navigate the
legal landscape with confidence and contribute to a responsible,
compliant, and thriving creative industry.
 RA 11904 or Philippine Creative Industries
Development Act
1.An Act Providing for the Development and Promotion of the Philippine Creative Industries,
and Appropriating Funds Thereof
2.Enacted on July 28, 2022, to promote and support the Philippine creative industries by
“protecting and strengthening the rights and capacities of creative firms, artists, artisans,
creators, workers, indigenous cultural communities, content providers, and stakeholders in the
creative industries…” The Act also establishes a creative industries development council that
will implement a long-term plan for the development and promotion of the Philippine creative
industries through programs that will create opportunities and employment, nurture human
resources, ensure financial-enabling mechanisms, and provide incentives to encourage and
sustain Filipino excellence in the creative industries
3.The Act defines creative industries as “trades involving persons, whether natural or juridical,
that produce cultural, artistic, and innovative goods and services originating in human
creativity, skill, and talent and having a potential to create wealth and livelihood through the
generation and utilization of intellectual property.”
RA 8293 or Intellectual Property Code of the Philippines

1. An Act Prescribing the Intellectual Property Code and Establishing the Intellectual Property Office,
Providing for its Powers and Functions, and for other Purposes

2. Establishes the Intellectual Property Office (IPO)

3. Patents

• A patentable invention refers to “any technical solution of a problem in any field of human activity which is new, involves an inventive
step and is industrially applicable shall be patentable. It may be, or may relate to, a product, or process, or an improvement of any of the
foregoing.” (Sec. 7, R.A. No.165a)
1. The following are NOT included in patent protection:
• Discoveries, scientific theories, and mathematical methods.
• Schemes, rules, and methods of performing mental acts, playing games, or doing business, and programs for computers.
• Methods for treatment of the human or animal body by surgery or therapy, and diagnostic methods practiced on the human or animal body (but
products and compositions for use in these methods are patentable).
• Plant varieties or animal breeds, or essentially biological processes for the production of plants or animals (but micro-organisms and non-
biological and microbiological processes are patentable).
• Aesthetic creations.
• Anything contrary to public order or morality.
Utility Models
A registrable utility model is any new and industrially applicable
technical solution to a problem in any human activity. The inventive
step may be involved but not required.
Trade Marks
1.Marks refer to any visible sign that can distinguish an enterprise’s
goods (trademark) or services (service mark), including a stamped or
marked container of goods. Marks must be registered with the IPO in
order to be protected.
2.Sound, smell, and motion are not applicable for trademark protection.
 COPYRIGHT
• Works that can be copyrighted include published or unpublished literary,
scholarly, scientific, and artistic works. It can also include computer programs,
multimedia works, and databases that are original because of the selection,
coordination, or arrangement of their contents. For more information, visit
https://www.ipophil.gov.ph/intellectual-property-code-implementing-rules-and-regulations
/
 RA 8792 or Electronic Commerce Act of
2000
1.An Act Providing for the Recognition and Use of Electronic Commercial and
Non-Commercial Transactions and Documents, Penalties for Unlawful Use
Thereof, and for Other Purposes
2.Passed on June 14, 2000, this Act emphasizes the role of information and
communications technology (ICT) in nation-building. Its objective is to facilitate
international and domestic dealings and transactions through electronic mediums
and technology to recognize the authenticity and reliability of electronic
documents.
Fundamentals of Visual Graphic Design
Elements of Design
Design is composed of basic elements that are strategically arranged
together to communicate a message. The arrangement of these elements
is called the principles of design
Line
A line is a shape that links two or more points together. It can be thin,
fat, jagged, wavy, curved, dotted, or dashed. Lines are often used in
designs. Lines help direct the eyes to a specific spot in the design. The
thickness of the line can also indicate the significance or insignificance
of a detail. Lines can be arranged in different ways to suit your aesthetic
taste and form a drawing or illustration. It can also be used to present
information, such as in charts or graphs. Lines also appear in texts.
Shape
A shape refers to any two-dimensional area that has a recognizable
boundary. Examples of shapes include circles, triangles, squares, etc. It
has three categories: geometric, which consists of regular shapes,
organic, which consists of free-form shapes. Shapes are important in the
visual communication of ideas, and abstract, which consists of figures
that form a minimalist representation of reality (ex. Stick figure of a
person). Street signs, symbols, and abstract art become recognizable and
understandable because of shapes. Aside from that, shapes help organize
or separate content to make it more understandable or engaging.
 Form (Positive Space)
A form refers to the positive element in a space, which is the negative element.
Hence, a dot, a line, or a shape becomes a form when you put it on a page. While
forms can be two-dimensional or three-dimensional, it is different from shapes
due to forms having volume and depth. In the real world, sculptures,
architecture, and other 3D objects are a kind of form. In illustrations, forms can
be implied through light, shadow, and perspective techniques. This gives the
illusion of depth and makes it seem like a 3D figure. Furthermore, forms and
shapes are dependent on each other, as a change in one will affect the other. The
form makes realism possible in two-dimensional (2D) design with the use of
techniques that create dimension.
Space (Negative Space)
While form is the positive space, space is the negative space. It is what
surrounds the element, thus turning it into a form. Notice this page you
are reading from in the TESDA Online Program. The white area that has
no elements in it is the negative space. Simply put, negative space can
refer to the background color in images or illustrations. Including
negative space in a design is important to give your design clarity and
organization.
Color
Color can be applied to any other design element, create and
communicate moods, signify different meanings depending on the color
scheme, and can emphasize certain areas in your design.
Shade
Shade - this is when black is added to a hue to turn it into a darker
version.

Shade of Green
Tint
Tint - refers to when white is added to a color to make it into a lighter
version.

Red Tint
Tone
Tone - this is when gray is added to make the color muted.
Hue
Hue - refers to the purest form of color. Examples of hues are cyan,
magenta, and green.
Saturation
Saturation - refers to the purity of a color. Colors become most intense
when they are not mixed with black, white, or gray.
Temperature
Temperature - this is the perceived warmth or coolness of a color,
influencing emotional responses and spatial perceptions within a
composition.
Value
• Value is the degree of lightness or darkness of a specific hue. When a color
is closer to white, it has a higher value. For example, yellow has a higher
value than red because it is closer to white. Because of value, there is
contrast on a page. To know how it works, simply look at your screens. The
reason you can read this is that the black text is in contrast with the white
background.
• Different tonal values are also used to emphasize different design
components. It helps define the spatial relationship between elements to
give them depth and make them more eye-catching. Aside from that, using
overlapping elements with different values creates an illusion of movement.
In photography, images with higher values appear more light and airy, while
those with dark values have a more heavy and dramatic feel.
Texture
Texture is responsible for adding a tactile appearance to a design to add
depth to a 2D surface. It makes you imagine how the design would feel
once you touch it. Texture can be applied in graphics through patterns
created digitally or through images that mimic a specific pattern. You
can explore different textures and different techniques in applying
texture. For example, a natural wood pattern can give your design an
authentic vintage feel. You can also add real tactile texture to your
design by embossing texture to your material. Do note, however, that it
can be overwhelming to the viewer if you blend multiple textures in a
design. Texture can also be seen in graphic design when multiple layers
of text are placed on top of each other.
Balance
Balance refers to the equal distribution of visual weight. This affects
how a specific element can catch the viewer’s attention. Balance can be
affected by color, size, number, negative space, etc. The balance of a
design can be symmetrical or asymmetrical. Symmetrical designs are
when elements are the same or similar on both sides of an axis.
Asymmetrical designs still distribute the weight evenly, although they
do not have the same elements on both sides of the axis. It is balanced
because it calls attention to the right things.
Rhythm
This refers to the repetition or alternation of visual elements. It creates a
sense of movement and flow, guiding the viewer's eye through the
design. This can be achieved through the repetition of shapes, colors,
lines, or patterns at regular intervals. Rhythm can be regular, flowing,
progressive, or random, depending on the designer's intent.
Scale
This is the relative size of elements in a composition. It helps establish
hierarchy and visual importance within the design. Elements can be
scaled up or down to create emphasis or contrast. Varied scale can draw
attention to specific elements, guiding the viewer's focus.
Contrast
This involves the juxtaposition of different elements to create visual
interest and make certain elements stand out. This can be achieved
through variations in color, size, shape, texture, or other visual
properties. For example, light and dark, large and small, or bold and
subtle contrasts enhance visual appeal and readability.
Balance
This element refers to the distribution of visual weight within a
composition. It ensures that the design feels stable and
harmonious. There are three types of balance: symmetrical (mirror
image), asymmetrical (unequal distribution of elements), and radial
(circular arrangement). Achieving balance is crucial to avoid a design
feeling lopsided or overwhelming.
Principles of Visual Design and Communication
Principles of visual design and communication will tell us how to
arrange them to strategically convey our message.
Primary Colors
Secondary Colors
Color Schemes
Now that we’ve caught up with the color basics, it’s time to create color
schemes based on tried-and-true formulas. To do that, we shall learn
about color harmony, which uses the color wheel to illustrate popular
color combinations.
Monochromatic
Monochromatic - this color harmony formula only uses one color or hue
and makes variations through different saturations and values. Since
they come from the same family of colors, the colors in this scheme
automatically match each other. When you want to use this formula,
simply choose a color on the color wheel then play around with its
saturation or value.
Analogous
Analogous - this formula makes use of colors that are beside each other
on the color wheel, i.e. purple, blue, and green or just yellow and green.
These formulas are just starting points in helping you choose your color
scheme, so feel free to explore and create your own interpretation of the
palette.
Complementary
Complementary - this formula uses colors that are on opposite sides of
the wheel, hence, the term complementary. Examples in this formula
include the green and red combination, which is a popular color scheme
for Christmas. You can modify this formula by adding some lighter,
darker, or desaturated tones.
Split-Complementary
Split-Complementary - in this formula, the colors on either side of the
complement are used. With this, you can also have a contrast level
similar to that of a complementary color scheme, but with more colors
to work with.
Triadic
Triadic - here, you can select three colors that are evenly spaced. It’s
called triatic because you form a perfect triangle on the wheel. Use this
scheme with caution since it can get quite striking, especially if you use
primary or secondary colors.
Tetradic
Tetradic - in this scheme, you form a rectangle on the wheel, thus using
two complementary color pairs. When you use this formula, choose one
dominating color and use the rest as an accent.
 Do’s and Don’ts
1.Do tone your colors down. Start working with one color then adjust its lightness, darkness,
or saturation.
2.Do use colors that are legible and easy on the eyes, especially if you are using them on text.
3.Do know when to use and when not to use colors. Give your design balance by using
neutral colors like black, white, and gray. Doing so can also help the colors that you did use
stand out.
4.Do choose color schemes that are accessible to viewers with color blindness. This means it
should have enough contrast so that layered elements like text or icons on the background
are more distinguishable. Click this link to learn more about accessible color palettes.
5.Do find inspiration for color schemes in advertisements, works of art, and other interesting
things around you.
6.Don’t be afraid to experiment with color combinations. Venture out of the color schemes
discussed earlier and explore other combinations that work best with your design.
Meanings of Colors
Colors are powerful elements of design since they can affect our moods,
thinking, and decision-making. This is why it is essential for you to
know the meanings of colors so that you can maximize them in your
design.
WHAT IS YOUR FAVORITE COLOR?
Red
• Symbolizes: Action, Strength, Energy Passion
• Effects: Attention, Motivation, Stimulation, Caution
• Positive Traits: Desire, Sexuality, Courage, Confidence
• Negative Traits: Anger, Danger, Revenge, Aggression
• #B00000, #C00000, #D00000, #FF000
Orange
• Symbolizes: Emotion, Youth, Optimism, Enthusiasm
• Effects: Encouragement, Uplifting, Stimulation, Communication
• Positive Traits: Spontaneity, Creativity, Warmth, Positivity
• Negative Traits: Exhibitionism, Superficial, Impatient, Domination
• #983D00, #C14D00, #D95700, #EA5E00
Yellow
• Symbolizes: Happiness, Optimism, Positivity, Intellect
• Effects: Clarity, Inspiration, Amusement, Energy
• Positive Traits: Creativity, Perception, Mentality, Warmth
• Negative Traits: Cowardice, Deception, Egotism, Caution
• #A98600, #DAB600, #E9D700, #F8ED62
Green
• Symbolizes: Harmony, Safety, Growth, Health
• Effects: Revitality, Balance, Relaxation, Encouragement
• Positive Traits: Generosity, Hope, Prosperity, Luck
• Negative Traits: Judgemental, Envy, Materialism, Inexperience
• #003300, #006600, #009900, #00B500
Turquoise
• Symbolizes: Compassion, Calmness, Clarity, Communication
• Effects: Balance, Clarity, Calmness, Stability
• Positive Traits: Concentration, Growth, Peace, Empathy
• Negative Traits: Narcissism, Stress, Secrecy, Boastfulness
• #03878C, #00C6CD, #03D4DB, #01E5F0
 Blue
• Symbolizes: Security, Trust, Loyalty, Responsibility
• Effects: Protection, Calmness, Relaxation, Support
• Positive Traits: Confidence, Peace, Honesty, Reliability
• Negative Traits: Conservativeness, Passiveness, Depression, Predictability
• #003366, #003399, #0033CC, #0033FF
Purple
• Symbolizes: Spirituality, Mystery, Royalty, Imagination
• Effects: Enlightenment, Inspiration, Uplifting, Encouragement
• Positive Traits: Compassion, Fantasy, Wisdom, Creativity
• Negative Traits: Sensitivity, Vigilantism, Immaturity, Emotional
• #400040, #570057, #6B006B, #800080
Pink
• Symbolizes: Compassion, Love, Femininity, Playfulness
• Effects: Sympathy, Calmness, Nurture, Comfort
• Positive Traits: Kindness, Warmth, Romance, Intuition
• Negative Traits: Emotional, Timidity, Immaturity, Unconfidence
• #860051, #A70064, #C60077, #E7008B
 Brown
• Symbolizes: Reliability, Stability, Honesty, Comfort
• Effects: Simplicity, Protection, Grounds, Stability
• Positive Traits: Appreciation, Support, Wisdom, Dependability
• Negative Traits: Boredom, Dullness, Timidity, Predictability
• #3EIC00, #492201, #562B00, #63320
Black
• Symbolizes: Protection, Power, Elegance, Sophistication
• Effects: Mystery, Seduction, Security, Intimidation
• Positive Traits: Formality, Strength, Prestige, Authority
• Negative Traits: Depression, Sadness, Pessimism, Dominance
• #000000, #131313, #1C1C1C, #212121
Gray
• Symbolizes: Compromise, Neutrality, Control, Practicality
• Effects: Stability, Calmness, Relaxation, Soothness
• Positive Traits: Reliability, Maturity, Intellect, Conservativeness
• #696969, #9A9A9A, #BBBBBB, #CCCCCC
White
• Symbolizes: Cleanliness, Purity, Innocence, Perfection
• Effects: Refreshness, Balance, Purity, Simplicity
• Positive Traits: Goodness, Hope, Clarity, Openness
• Negative Traits: Boredom, Coldness, Emptiness, Distant
• #F8F8FF, #FBFBF4, #FAFAFA, #FFFAFA
Typography (In Visual Graphic Design)
Typography refers to the style or appearance of text. It involves the
arrangement of letters and text to make the copy legible, clear, and
visually appealing. Typography also involves font style, appearance, and
structure. These all help in effectively conveying your message and
eliciting emotions.
Common Types of Fonts
Before we enumerate the common types of fonts, let us first
differentiate typefaces from fonts. A typeface refers to a design style
that consists of many characters of different sizes and weights.
Meanwhile, font refers to the graphical representation of text characters.
Simply speaking, the typeface is the entire family of related fonts of
different weights, while the font is simply a member of a typeface,
distinguished by its weight, width, and style.
Serif fonts
Serif fonts - These fonts have serifs, or little strokes, that are attached to
the main part of the letter. This gives the font a more classic look. This
type of fonts is ideal for projects that demand a formal and timeless feel,
such as print publications like newspapers, magazines, and formal
invitations.
Sans serif fonts
Sans serif fonts - Sans serif literally means “without serif” in French.
And so, this font does not have the little strokes in the letter’s body. This
type of font appears clean, modern, and easier to read. This is somehow
versatile and suitable for a wide range of applications, particularly in
digital media, websites, and designs where a contemporary and simple
style is preferred. What do you think is the font type of this text you are
reading?
Display fonts
Display fonts - This type has many style variations, such as script,
blackletter, all caps, and fancy. Display fonts are decorative in nature, so
it is best to use them for small amounts of text, like titles, headers, and
more graphic-heavy designs. Can you give examples of display fonts?
 Combining Fonts
• When combining fonts in your design, always remember these two
things:
1.Less is more. Only use one or two fonts per project. If your design needs
more contrast, just use the same fonts but in different sizes, weights, or
styles.
2.Opposites attract. Like colors, you can combine fonts that are
complementary to each other. For example, combine serif fonts with sans
serif fonts, or decorative fonts with simple fonts.
Elements of Typography
• Here are other elements that you need to know to help you work with
typography and design more easily.
Hierarchy
Hierarchy - is used to guide the reader’s eye to the different levels of
importance in the design. To establish hierarchy, select the elements that
you want your viewers to immediately notice, then emphasize them by
making them larger, bolder, or different. Take note that less is more still
applies here, so keep your design simple and go with just a few
complementary styles.
Contrast
Contrast - helps emphasize the more important part of the text in the
design. It makes the text more interesting, meaningful, and eye-
catching.
Consistency
Consistency - helps the text avoid being confusing and having a messy
interface.
Leading
Leading - refers to the space between the lines of text or line spacing.
Use enough space to make your text comfortable to read.
Tracking
Tracking - pertains to the whole space all the characters occupy. It is
also called character spacing. There are programs that allow you to
condense or expand the space as you see fit. You may also adjust the
tracking to achieve artistic effects and to fix fonts that are originally
poorly spaced.
Kerning
Kerning - refers to the space between each character. The kerning
changes over the course of the word since each letter fits together
differently. Look out for fonts that naturally have bad kerning. Such
fonts make certain letters look improperly spaced.
Negative Space
Negative space - also known as white space, refers to the space that
surrounds the text or graphics. From what we have learned from the
elements of design and colors, we know that proper use of negative
space makes the text more organized and easier to read.
Layout and Composition
Layout and composition provide designs with structure and a guide for
navigation. Thus, they are considered the building blocks of design. The
composition tells you how your content is arranged in the whole design.
This already includes text, images, and other graphical elements. Just
like in cooking where ingredients cannot be simply thrown in together
and call it a dish, design components cannot also be just combined
together. Layout and composition calls for a coherent and creative
structure that will make your design more effective and attention-
grabbing. Hence, these five basic principles.
Proximity
Proximity - Use visual space to show relationships in your design. You
can do this by grouping together related items, like icons or blocks of
text. Separate unrelated groups to visually emphasize their lack of
relationship. Doing so makes your design easier to understand with just
a simple glance.
Negative Space
Negative Space - This is essential in any design. Making use of negative
space or white space helps define and separate the different sections of
your design, thus allowing your content to breathe.
Alignment
Alignment - Usually, the text is already aligned automatically. However, there are
some objects that you would need to align by yourself. In design, the most
important thing about alignment is consistency. Arranging your contents inside a
grid can help you achieve this and ensure each group is evenly spaced and aligned
and has equal-sized margins.
Contrast
Contrast - Just like in typography, contrast in layout and composition
helps in making your design more eye-catching due to the emphasis on
certain contents that it creates. Contrast in colors, style of text, and
object sizes are commonly utilized to create emphasis on certain content
in designs.
 Hierarchy

Hierarchy - This is a visual technique that is closely related to contrast since it

uses different levels of emphasis. It serves as a guide for viewers in knowing
which point they should look at first and where to go from there. To establish
hierarchy, simply choose the element that you want viewers to look at first, then
emphasize them by applying some sort of contrast. Usually, the most important
elements are larger, bolder, or more eye-catching.
Repetition
Repetition - This serves as a reminder that designs must have a
consistent look and feel. Reinforce your design through the repetition of
certain elements. For example, carry through your chosen color palette
to the rest of your design.