Did you know that shapes can convey a mood just like any other element of design? Angular shapes like squares and triangles tend to indicate masculinity, while smooth and curving shapes like circles are more feminine. Squares are very familiar to us (think of your monitor, a piece of paper or the TV screen), so they are secure, trustworthy and stable. Circles very pleasing to the eye and are organic, whole, peaceful and exude unity.
Space is often referred to as white space, and gives the design some breathing room and the eye a place to rest. When you try to fill in every inch of your design it can make it feel crowded and claustrophobic. Too much space, however, and the design can seem unfinished, like it’s missing something.
The purpose of graphic design is communication. As you go through each stage of your design process, ask yourself how you are using each of these elements of design to enhance the delivery of the message, affect the mood of the piece and relate the product or message to the target audience.
Remember that these elements apply to everything in the layout, from composition, to photos, to typography.
Always keep in mind that color gets the message across with more detail than a single color print.
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