Elements of graphic design

White Space ● Unity ● Color ● Typography 

White Space• Also referred to as "negative space," white space is the part of the design that isn't there. It is the space between visual elements. White space tells you where one section ends and another begins.

• Why is important?>> It avoids visual clutter, looks “clean”>> It can help to focus the viewer on something specific.

• How to achieve it

• >> Empty space         >> Blurred backgrounds           >> Patterns

Unity

• Unity is a measure of how the elements of a page seem to belong together. All of the design elements (images, fonts) are consistent with each other in shape, style and color, and consistent with the overall message of the image

• Why is important?>> If there is no unity than the main message of the design may be lost 

• How to achieve it>> Repeat your use of colors, shapes, sizes, and fonts throughout the design.

Color

• Color consists of warm tones (yellows, reds, oranges) and cool tones (blues, greens, violets). Most color schemes tend to be either complementary or analogous.

• Why is it important?>> Color helps you establish the mood of your design.

• How to achieve it>> Use warm colors to give the feeling of comfort, sunlight, or heat; they're also known for being appetizing. Cool colors are more calming and soothing.

Typography• The selection and arrangement of typefaces, sizes, and spacing on a

printed publication or web page.

• Why is it important?>> Typography has a major impact on the overall look and image of your page and its overall quality.

• How to use it effectively>> Consider the mood you are trying to achieve with your design. What typeface helps you achieve that mood? Also remember: It is typically a bad idea to use more than three different typefaces in a single publication.