GRAPHIC DESIGN
Graphic design is an art and a science, keeping these five things in mind should help put you on your way to understanding and evaluating your own marketing materials.

Graphic design includes five elements
  1. Shapes are the foundation upon which all design stands. They’re used to establish layouts, create patterns, and build elements on a page.
  2. Lines are like walls in a house. They’re used to divide space, direct the eye, and create forms.
  3. Color is like furniture in a house. It’s used to make an image or text stand out and evoke emotion.
  4. Type is like artwork in a house. It’s used to set a mood and communicate more effectively.
  5. Images (photos and illustrations) are like the people who live in the house. They tell stories and grab your attention.
White space is critical to good design

The most important element of effective marketing is the message. White space, or negative space, is critical to getting that message across, because it allows the human eye to focus on and read the message easily.

Minimal design is powerful

Clean, simple design elements are powerful because they stand out and are easy to remember. They can also communicate volumes without saying a thing.

Choose typefaces that are easy to read

Yes, you want to be a little creative, but when selecting a typeface for headings, subheads, and body text, use one that’s easy to read. In keeping with our minimalistic theme, limit the number of typefaces you use.

Consistency is key

Whether you’re working on your website or a printed look book, be consistent from one page to the next. That means you want to use the same typeface and font size for heads and subheads, position design elements in the same place from page to page, and choose images that use the same color palette and style (or edit photos with the same filter).

The easiest way to stay consistent: duplicate your pages, and then swap out text and images.

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