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What is graphic design? Discover core concepts and practical applications

Updated: 2 days ago


what is graphic design

Graphic design surrounds us—in logos, packaging, books, posters and even the ads in magazines. It’s an art form that goes beyond aesthetics to communicate ideas visually. For small business owners, freelancers and design enthusiasts, understanding the basics of graphic design can help transform vague ideas into impactful visuals, making it an essential skill for anyone looking to bring their creative vision to life.


This article explores what graphic design is, its key elements, different types, the design process and the role of a graphic designer. By the end, you’ll have a foundational understanding of this art form and how it can empower your next project.



What is graphic design?


Graphic design is the practice of visually presenting ideas, concepts and messages using a combination of imagery, text and layout. At its core, graphic design communicates. Whether it’s guiding you with intuitive signage, evoking emotion with a greeting card or helping tell a story in an annual report, graphic design distills complex information into easily digestible—and beautiful—visuals.


Beyond its artistic aspect, graphic design serves utilitarian purposes. It bridges the gap between artistically driven aesthetics and the messaging needs of communities or organizations, lending clarity to what might otherwise be lost in translation. From posters and postcards to complex infographics and presentations, graphic design is what makes visual storytelling both functional and memorable.


Tip: If you're just starting out in graphic design, learning the key graphic design terms can make a big difference in understanding this creative field. 



Fundamentals of graphic design 


Understanding graphic design starts with grasping its fundamentals—principles that guide every successful design. These fundamentals ensure that designs are not only visually appealing but also functional and easy to understand.



Fundamentals of graphic design


Balance 


Every element—from images to text—carries weight within a design. A good layout achieves balance by considering the visual weight of these elements. Balance in design ensures that elements are evenly distributed, creating a sense of stability. Symmetrical designs feel more orderly, while asymmetrical balance, achieved through contrasting elements, conveys a dynamic energy.



Alignment


Alignment ensures that every element in a design connects to another, creating a sense of order. It keeps layouts clean and ensures that designs are visually harmonious. Proper alignment helps the eye move naturally through a piece. It’s the invisible framework holding the design together.



Contrast 


Contrast makes a design pop. Contrast creates visual interest and draws attention to key elements. By juxtaposing different elements like light and dark, big and small or vibrant and muted, designers guide a viewer’s focus to the most essential parts of a design.  



Hierarchy 


Not everything can capture center stage in a layout. Hierarchy determines the order in which visual elements are perceived. For instance, a bold headline in larger text draws attention first, followed by smaller subheadings and then the body text. Establishing a clear visual hierarchy ensures the audience focuses on what’s most important.



Repetition 


Repetition strengthens a design by creating unity. Reusing specific colors, fonts or patterns gives a project cohesion and reinforces its branding. Consistency helps maintain a polished look across multiple designs, ensuring they work well as a cohesive whole.



Proximity 


Proximity relates to how close or far elements are from each other. Grouping related items together and separating unrelated ones ensures clarity and readability. This principle is essential in layouts like web pages or brochures.



Space 


The arrangement of elements impacts the flow of a design. Strategic use of white space—or empty space—gives a design breathing room, ensuring it doesn’t feel cramped or overwhelming.



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Key elements of graphic design 


Graphic design relies on a collection of visual tools and elements to engage viewers and communicate ideas. Each element operates individually but works cohesively to form impactful designs capable of guiding a viewer's experience. 



Line 


Lines can separate, direct attention or create texture. They might be bold and commanding, or thin and delicate, depending on their purpose. 



Shape 


Shapes are the foundation of many designs. Whether geometric (circles, squares) or organic (fluid, irregular shapes), they’re used to convey ideas, direct attention and create visual interest. 



Color 


Color brings vibrancy and emotion to a design. Palettes are carefully selected for their ability to evoke certain moods. For example, a soft blue palette might convey calm and friendliness, while a bold red can evoke urgency or passion. Tools like color theory ensure harmonious design choices. 



Typography 


Typography is the art of arranging type. From selecting fonts and size to adjusting spacing, typography plays a significant role in establishing tone, readability and personality. Serif fonts might evoke tradition and elegance, while sans-serif fonts feel more modern and clean.


Learn more about what is typography and how it can affect your designs.



Texture 


Adding texture, even in 2D designs, gives depth and tactility, making visuals more engaging and dynamic. Texture can mimic real-life surfaces or create completely new expressions. 



Imagery 


Photography, illustrations and icons play a vital role in strengthening visual messaging. Paired with text, images create dynamic contrasts and inject narratives. 


Try the Wixel AI Image Generator to create stunning visuals effortlessly.



10 types of graphic design 



10 types of graphic design


01. Brand design 


Brand identity design lays the foundation of how a business represents itself to the world. For those starting a business, it's about creating a cohesive visual narrative that captures the essence, values, and goals of a brand. Logos, color palettes, and typography come together to create a cohesive and memorable brand image.


Brand design includes:


  • Logos that serve as a brand's visual anchor

  • Color palettes that evoke emotion and consistency

  • Typography choices that reflect the brand's tone

  • Business cards that extend the brand's presence offline

  • Brand guidelines that ensure uniformity across all platforms



02. Marketing design


Marketing design focuses on creating visuals that engage customers and compel them to act. It’s all about communication, persuasion, and making a lasting impression. These designs play a key role in marketing strategies, as they need to be both eye-catching and aligned with the brand's messaging to help achieve marketing objectives.


Marketing design includes:


  • Social media graphics for platforms like Instagram and LinkedIn 

  • Brochures and flyers that convey key messages in print 

  • Posters and banners for advertising campaigns 

  • Email templates to support digital outreach 

  • Point-of-sale materials to drive attention at retail locations 



03. Digital design 


Digital design is all about creating compelling, functional experiences across digital platforms. It blends creativity with usability to ensure designs not only look great but also work seamlessly for users. Great digital design enhances how people interact with your brand online. 


Key elements of digital design include: 


  • Wireframes and prototypes to plan and test user journeys 

  • Navigation systems that simplify user interactions 

  • Interactive elements like buttons for usability and engagement 

  • Page layouts that focus on clarity and visual hierarchy 

  • Design systems to maintain consistency across platforms



04. Illustration design 


Illustration design incorporates unique, hand-drawn or digitally created artwork into projects. It adds personality and authenticity that generic images can’t provide.


Illustration design includes:


  • Custom illustrations for branding or products

  • Editorial illustrations for magazines or blogs 

  • Icons and pictograms used for navigation or branding 

  • Book covers that bring stories to life with unique visuals 

  • Character designs that add depth to animations or campaigns 


Try the Wixel AI art generator today to effortlessly create stunning, personalized illustrations for any project.



05. Type design 


Type design is the craft of creating custom fonts or letterforms. It’s a specialized skill that amplifies how words visually communicate their intended meaning. Designers focus on every curve and angle to produce unique letterforms that align with a brand or aesthetic. 


Type design includes:


  • Custom fonts tailored for specific brands

  • Display typefaces for bold and impactful headlines

  • Script fonts for elegant or personal branding 

  • Monospaced fonts for functional, precise use cases 

  • Hand-lettered designs that feel bespoke and organic 



06. Infographic design 


Infographics visually represent complex data or concepts. They simplify information, making it easily digestible through elements like charts, icons or diagrams. Infographic design excels when communicating in an organized, visually captivating format.


Infographic design includes:


  • Graphs and charts that simplify numeric data 

  • Timelines to visualize events or milestones 

  • Comparison layouts to provide side-by-side insights 

  • Icons to characterize ideas or concepts 

  • Process visuals for illustrating workflows or instructions 


Learn more about what is an infographic.



07. Textile and surface design 


Textile and surface design is used to create patterns and artwork for fabrics, products and everyday surfaces. Surface design blends function with aesthetic appeal, bringing beauty to tactile objects.


Textile and surface design includes:


  • Repeating patterns for apparel or upholstery 

  • Print designs for t-shirts or accessories 

  • Wallpaper designs to add character to interiors 

  • Stationery patterns for notebooks or packaging 

  • Ceramic or glass designs to elevate home goods 



08. Packaging design 


Packaging design protects products while also serving as an extension of the brand. It influences first impressions and plays a critical role in purchasing decisions.


Packaging design can include:


  • Box designs to protect and present a product 

  • Labels for bottles, jars or containers 

  • Die cuts to create functional yet attractive packaging

  • Gift wrap or inserts that add thoughtful finishing touches 

  • Structural designs to ensure usability and durability 



09. Print design 


Print or publication design brings stories and messages to life through beautifully structured layouts. With the rise of print on demand, it continues to be a rich medium for delivering content.


Print design can include:


  • Magazines and newspapers with striking layouts 

  • Books and eBooks that balance readability and design 

  • Catalogs that showcase products with style 

  • Annual reports to communicate data and achievements 

  • Newsletters to consistently connect with readers 



10. Motion design 


Motion design combines animation, typography and video to create engaging, dynamic visuals. It’s crucial for catching attention in a fast-paced environment.


Motion design can include: 


  • Animated graphics for social media or advertisements 

  • Title sequences for movies or presentations 

  • Explainer videos to simplify a brand’s message 

  • Transitions and effects for videos or websites 

  • Kinetic typography to bring text to life 


Discover these graphic design tips to enhance your design projects and engage your audience.



Graphic design process 


Graphic design is not a spontaneous act of creativity—it’s a structured process rooted in design thinking. Following a well-defined process ensures that design projects are completed efficiently while achieving their goals. Each step requires precision and creative problem-solving, making design thinking an iterative and collaborative approach to successful design.



01. Define the objective 


Every design begins with a brief. This document outlines the goals, audience and requirements for the project. It guides the designer in understanding the problem they need to solve.



02. Research for inspiration 


This step includes collecting references, studying competitors and identifying the tone the design should achieve. This step often includes gathering inspiration and exploring ideas through mood boards or sketches.


Kickstart your creativity with these inspiring graphic design ideas.



03. Sketch and conceptualize 


Before putting anything on a screen, designers often sketch or brainstorm ideas, playing with possibilities. These are rough drafts or mockups used to flesh out ideas. Clients or stakeholders provide feedback during this phase.



04. Execute the design 


Once a concept is approved, the designer refines it into a polished design. This step involves working with software tools and paying close attention to details like alignment, typography and colors.



05. Deliver and review 


The final design is delivered, whether as a digital file or in print. A last round of reviews ensures all details are correct and meet the brief’s requirements.



Apply graphic design principles to the following:





What is graphic design FAQ


What skills are needed to become a graphic designer?

Strong visual communication skills, creativity, attention to detail, proficiency in software tools such as Adobe Creative Suite and the ability to collaborate with others are all important skills for a graphic designer.

Can I learn graphic design on my own?

Is graphic design limited to digital media?

What is the difference between graphic design and visual design?

How can I stay up to date with graphic design trends?


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