‘Function’ Design principle of Graphic Design Ep16/45 [Beginners guide to Graphic Design]


Hello and welcome to this beginner’s
guide series to graphic design. From what graphic design is, skills to be a graphic designer, design theory, education you need, equipment you need to the graphic design portfolio and interview advice. This series is for anyone at any level. So if you’re interested in graphic design and considering becoming a graphic designer join me as I discuss a series of graphic design topics. Now graphic design is not
simply about making things look good in graphic design there are rules that
could be considered these rules are called the principles of
design and these are typically separate good design from bad design.
These principles all have a relationship between each other and appear in every
well designed piece of work you see. A good grasp of design theory will mean there
is always substance behind your work. The key principles of design are: Contrast,
hierarchy, alignment, balance, proximity, repetition simplicity and function. Whatever work you produce be it for
a magazine, a poster, a website or advertisement the principles of design should be considered. A good designer keeps these principles as guidelines in their toolkit and will consciously use
them to develop their ideas. In this video I’m going to discuss the eighth key
design principle and discuss function as a design principle in graphic design. So function is the consideration of the
main objective for a piece of graphic work and how well a design is explored
and executed to meet that end. The ultimate goal of any graphic design is
to communicate and make an impression but what’s equally important is that the
right impression is made and the intended outcome is achieved. Earlier in
this series I said that I believe graphic design is the unity of
two opposing forces: Artistic expression and
practical application, design theory. As a creative graphic designer these two
forces will always been odds with each other in your mind. When you can harness
these two forces together in harmony then you can create great visual
communication. When we create a piece of graphic design more often
than not there will be a specific requirement that
will have to be fulfilled. Depending on the complexity of the task
that could be one or many requirements. Now in design one typically gets that
requirement in the form of a brief from a client, either written or verbally.
Before a designer starts any piece of work there is key information that will need
to be understood. This will ensure that a designer is put in the best position to
produce the right creative solution. a good and thorough brief will include at
least three key things. An overview, requirements
and an intended outcome. The overview should introduce
the idea of the project. and what exactly the design
is intended for. The overview should clearly highlight the target audience
the client wishes to address with any other relevant information which may be
of importance. The requirements will outline exactly what will be needed
creatively across print and digital media. This could be anything from a
printed poster, a brochure to a website. The intended outcome should clearly
state what the client hopes to achieve with the graphic work how it wants
people to respond to the work and how it wants people to think, feel or act.
A brief may go as far as to suggest what is required visually, a particular style
or colour scheme to be used or typeface. A brief maybe creatively limiting or open
to exploration. So a brief will set out all the challenges and boundaries a designer
will have to deal with in order to create the right quick solution. It will
be the details outlined in the brief that will influence the creative
solution. Now if a piece of design fails to deliver on what the brief asks than
it fails in its function. This is where form verses function
often comes into play. For beginners it is easily
assumed that simplistic practical design might not be good or interesting.
So form, how good something looks may be seen as a priority. However in professional design it is
understood that form follows function. That priority should always be given to
function over form, how good something looks. During research, development and
design one must always take into account the function of the design. One of the
most important things you can do is understand your audience
and the required goal. Considering language,
colour and layout will enable you to communicate
well and engage with a particular audience to encourage the intended result.
As a rule you can always ask yourself the question why? Why am I using that colour?
Why am I using a typeface? Why am I arranging my
elements in this way? Why am I using these shapes
photos and soon on. Is it adding anything to the piece of
design or is it distracted, misleading, thus taking away. Always ask yourself
why and have a good rationale for each decision. In design one should always try
and avoid the appearance of having made arbitrary decisions. If noticeable this
can devaluate a piece of work. However limited a brief or however
creative a brief whatever is done remember to keep in mind the function
and be sure it delivers on its function. A good designer will always strive to achieve
a harmony in beauty and function. So that is the eighth key
design principle graphic design. When you look at design ask
yourself, how well does it function? does it get across the
intended message? Could it be more striking?
How clear is the message? and how clear is the design? Is there anything you would
do to change
the design? and what impression does
it make on you? Well I hope you enjoyed this video if
you did hit the like button on my facebook page. If you would like to see more videos
like this in future hit the subscribe button and you can also follow
me on twitter at TastyTuts. So up until now I have been
discussing design theory and the essential things to know about graphic design.
Now it’s time to move into section two. Now if your considering
a career in graphic design and wonder if it’s right for you. In the next
section I’ll be answering a bunch of key questions. So for the first video in
section two I’m going to ask the question: Why do graphic design, where I’ll be
discussing some pros and cons So see you in the next video!

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