Graphic design is everywhere, from restaurant menus to your phone. Ever wonder how those design choices are made and what they say about the company or product behind it? More importantly, what are your design choices saying about you? Join two graphic design pros for a run-down of the basic principles of graphic design. We’ll talk about why design matters, and how it helps you communicate more effectively. With a hands-on approach, we’ll also teach you how to apply these principles using a free online design tool, and how you can incorporate design into your company or daily life. You’ll leave with a design of your own and the know-how to execute well-designed materials in the future.

1. “The art and practice of planning and
projecting ideas and experiences with
visual and textual content”
Graphic Design:
- AIGA

2. Graphic Design for
Non-Designers
SXSW 2016
Michael Champlin
Jess Warren

3. Jess Warren
Freelance Graphic Designer
@itsheyjess
Michael Champlin
UI / UX Designer & Art Director
@mjchamplin
#SXdesign
#SXdesign

4. #SXdesign
Why does design matter?

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Line

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Line

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Lines
lead the eye

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Typography

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Typography
Serif.
Sans-serif.
Script

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Typography
kern ing
t r a c k i n g
between individual letters
uniformly between all letters

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Typography
line
height

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Typography
M I X I N G T Y P E F A C E S
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam
eget eleifend lorem, ut accumsan nibh. Nunc ipsum sapien, lacin-
ia id sapien condimentum, aliquam accumsan ex. Ut pellentesque
molestie leo vel egestas. Curabitur ac nunc molestie, dapibus
enim ac, malesuada urna. Mauris consequat eros velit, at vulpu-
tate ex rutrum in. Nulla facilisi. Integer eu quam interdum, ves-
tibulum ipsum non, faucibus orci. Nam vitae urna sagittis, ul-
trices ligula quis, consequat est.
Two is great, more than three is a trainwreck*

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Typography
Clean, cool, collected.
Relaxed, refined, readable.
Fancy,hip,homemade.

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Color

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Color
Primary
Colors

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Color
Primary + Secondary
Colors

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Color
Complementary
Colors

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Color
“Triad”
Color Scheme

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Hierarchy
Hierarchy
Hierarchy

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Hierarchy

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Hierarchy
TEXT SIZE
is a common example
of Hierarchy in graphic design.

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Alignment

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Alignment

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Alignment
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Etiam eget eleifend lorem, ut accumsan nibh.
Nunc ipsum sapien, lacinia id sapien condimen-
tum, aliquam accumsan ex. Ut pellentesque mo-
lestie leo vel egestas. Curabitur ac nunc molestie,
dapibus enim ac, malesuada urna. Mauris conse-
quat eros velit, at vulputate ex rutrum in. Nulla fac-
ilisi. Integer eu quam interdum, vestibulum ipsum
non, faucibus orci. Nam vitae urna sagittis, ultrices
ligula quis, consequat est.
L E F T - A L I G N T E X T

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Alignment
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Etiam eget eleifend lorem, ut ac-
cumsan nibh. Nunc ipsum
sapien, lacinia id sapien condi-
mentum, aliquam accumsan ex.
Ut pellentesque molestie leo vel
egestas. Curabitur ac nunc mo-
lestie, dapibus enim ac, malesua-
da urna. Mauris consequat eros
velit, at vulputate ex rutrum in.
Nulla facilisi. Integer eu quam
interdum, vestibulum ipsum
non, faucibus orci. Nam vitae
urna sagittis, ultrices ligula quis,
consequat est.

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R
epetitio
R
epetition
R
epetition
R
epetition
petition
etitiontion
Repetition

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Repetition

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Rhythm

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Pattern

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R
R
e
Proximity

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Proximity

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Proximity

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Proximity

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Balance

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Balance
Symmetry

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Balance
Asymmetry

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Balance
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Etiam eget eleifend lorem,
ut accumsan nibh. Nunc ipsum sapien,
lacinia id sapien condimentum, aliquam
accumsan ex. Ut pellentesque molestie leo
vel egestas. Curabitur ac nunc molestie,
dapibus enim ac, malesuada urna. Mauris
consequat eros velit, at vulputate ex
rutrum in. Nulla facilisi. Integer eu quam
interdum, vestibulum ipsum non, faucibus
orci. Nam vitae urna sagittis, ultrices
ligula quis, consequat est.
Visual

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Contrast

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Contrast
&“Figure Ground”

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Contrast
Color + Shape

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Contrast
Low Contrast

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Contrast
Size + Typeface
You’re not going to like me
when I’m
Angry.

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Negative Space

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White Space
adipiscing elit. Etiam eget eleifend lorem, ut
accumsan nibh. Nunc ipsum sapien, lacinia id
sapien condimentum, aliquam accumsan ex. Ut
pellentesque molestie leo vel egestas. Curabitur
ac nunc molestie, dapibus enim ac, malesuada
urna. Mauris consequat eros velit, at vulputate
ex rutrum in. Nulla facilisi. Integer eu quam
interdum, vestibulum ipsum non, faucibus orci.
Nam vitae urna sagittis, ultrices ligula quis,
consequat est.
Lorem ipsum dolor sit amet,

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Assignment
1. Sign up for an account at canva.com
2. Pick a template for one of the following:
- Imaginary SXSW Event
- Facebook Cover Image
- Business Card
3. Create a design using at least three design principles