Design theory is a system for helping graphic designers better
understand how to communicate messages to audiences through visuals. It
involves identifying elements in an image and explaining why they are
important. Design theory can help designers make aesthetic decisions and
ensure that their work communicates the intended message to viewers.
Graphic
designers often employ design theory when creating images for marketing
purposes, such as advertisements or brand logos.
Design theory is integral to graphic design as it helps designers craft thoughtful and clear messages to viewers. For instance, if one wanted to highlight the importance of education, they could create a visual featuring children sitting at desks and interacting positively with their teacher. Incorporating design theory into advertisements and logos, for example, can help them grab viewers' attention and establish an emotional connection.
There are five principles of design theory that individuals may use when beginning a new project. While each principle offers individual support to a project, it's important to have all five principles so that they can combine to communicate a clear and meaningful message to viewers.
Graphic designers use alignment to ensure that their visuals match the message they want to communicate with viewers.
Repetition involves introducing elements of design that repeat throughout an image.
Contrast takes place when a graphic designer uses two opposing design styles or materials and combines them in one image.
Hierarchy involves placing items in an image close together to imply that the items relate to each other.
Graphic designers use balance to create tension or peace in an image, which affects how a viewer reacts to it.