Fundamental design principles that include proportion, contrast, space, balance, unity and rhythm are an essential underpinning. Graphic design’s divergence from fine art lies in the notion of graphic design’s intention of immediate communication of an idea or a narrative/story. Design principles are essential towards understanding hierarchy, movement and direction – factors that mightily contribute to effective visual communication. With design principles as your basis, the rest is about understanding the goals before you including the environment(s) at hand, your target audience(s) and the various protocols of the media at hand, the technology behind the medium and how best to work within whichever parameters a situation may require, as well as opening doors to newer, more expansive thinking.

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