June 2016 Printips

Four Basic Principles of Graphic Design

Whether your task is to design a sales brochure, a display ad, or a newsletter, the purpose is the same: to communicate a message to an audience and to produce a desired response. Put simply, you want to say something to someone so that the person takes a specific action. What this means is that the design you develop is not just about appearance – it is also about the performance of the target audience. Thus, good design is measured equally by form and function.