Graphic design :: Art of visual communication


What is graphic design? What services fall under graphic design? Why is it important in business?

If you’ve ever asked yourself any of these questions, keep reading. In this post, we will answer all of them and more.

What is graphic design?

Graphic design is the creation of visual communication using typography, photography, color and illustration. It is used to convey ideas or messages to an audience, with the aim of achieving a specific response or outcome.

At its core, graphic design is about solving problems. Whether it’s finding the best way to convey a message, creating a visual identity that represents a company or individual, or designing an ad that will get people to buy a product, graphic designers are always looking for ways to improve communication.

A graphic designer can be involved in a wide range of projects, including advertising, corporate identity, web design, mobile app design, packaging and publishing. No matter what the project is, a graphic designer will always start with understanding the client’s needs and goals.

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History of graphic design

The history of graphic design is wide and varied. It spans centuries and encompasses a wide range of disciplines. From early cave paintings to today’s digital billboards, graphic design has played a significant role in shaping the way people communicate. Graphic design has existed since the beginning of communication, but throughout history it has taken many forms. In fact, many of the most common forms of graphic design today weren’t even thought of until relatively recently. Rapid technological progress in the last few decades has enabled new and innovative forms of graphic design that were simply unimaginable a few generations ago. Graphic designers are responsible for some of the most iconic images and logos in history, and their work has shaped the way we view the world around us.

Elements of graphic design

There are seven basic elements of graphic design: lines, shapes, colors, texture, typography, space and image.


When using lines in design, you should be aware of their purpose. If you are designing a poster for an event, the lines on the poster should lead your viewer’s eye to the most important piece of information. Lines can be thick or thin, straight or curved, continuous or broken, vertical or horizontal. These variations are what give the lines their visual power.


Shapes can be solid (filled with one color or pattern) or outlined (framed with another color or pattern). They can be geometric (circles, squares, triangles) or organic (hearts, flowers). They can be static (flat images) or dynamic (animated movements). They can be positive (outline shapes) or negative (solid shapes). They can be abstract (vague or non-descript) or concrete (easy to identify).


There are many ways designers can use texture without actually printing it onto their work. Texture can be created using a variety of techniques, from applying filters to photos to choosing the right pattern for a piece of content. These methods can be used to make any design more tangible.

Texture is used to make a design look more inviting, reflect a unique theme, or convey a message.


We have already written about the importance of using good typography on our blog. You can experiment with different font styles and sizes to find what works for your content. If you are designing your own typography, make sure you choose a font that makes your content easy to read. You can also adjust the size, shape, and other design elements to make your typography more meaningful.


The use of space in design (space between design elements) is just as important as other elements, if not more so. To create the right amount of space, there are several techniques you can use. You can leave some empty space between different elements. You can use a transparent drop shadow or outline instead of an opaque one. You can create some space between your design and the edge of the screen.


A picture is worth a thousand words, so a picture is worth a lot in design as well. The best images guide the viewer through the narrative. Even if a designer uses a single image to convey a message, that image must have a beginning, middle, and end. Images include not only photographs, but also illustrations and other forms of design elements, such as icons.


Different colors evoke different emotions and can be used to influence the mood or attitude of the viewer. Using color theory in your design process can improve the look and feel of your work, as well as increase its impact. In order to make the most of color theory in your design, you first need a basic understanding of how colors work.
We have already covered the topic of colors and design in several blogs, such as the blog about color theory and the article about logos and colors.

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The role of graphic design

The role of graphic design is to take the written or spoken word and make it visual. This can mean creating images, typography, illustrations or multimedia. It can also mean working with layout and composition to create an effective and attractive final product.

The process of creating graphic content

The three main stages of the design process, along with some of the services you can expect from a good graphic design studio:

1. Development of the idea and concept:

Here, a graphic designer will work with you to develop creative concepts that meet your specific needs. They will create prototypes and sketches and can also research your industry and target market.

2. Performance and improvement:

Once the concept is finalized, the graphic designer will begin creating the final artwork. This stage usually involves a lot of revisions, as they will work to make the final product exactly what you want.

3. Delivery and support:

Once the design is complete, a graphic designer will help you implement it across all your channels. They can also provide support for some time after the work is finished, to make sure you are happy with the end result.

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How to work with a graphic design studio?

Here are some tips:

1. Clearly explain your needs and what you want the graphic design studio to create for you. This will help them better understand your project and give you a more accurate quote.

2. Make sure you have a clear idea of the style you want for your project and give the studio as much reference material as possible. This will help them better understand your vision and ensure that the final product is exactly what you are looking for.

3. Give the studio enough time to complete your project. Depending on the scope of the project, the studio can take anywhere from a few days to a few weeks to finalize the design.

4. Be willing to give feedback and make revisions. No graphic design is ever perfect right off the bat, so expect to make a few tweaks here and there. The studio will be happy to work with you until you are completely satisfied with the final product.

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Graphic design services

Here is an overview of the most common services offered by graphic design studios:

Logo design:

Every company or brand has a logo, which represents the company, but also its brand. The logo, which is the ‘face’ of the company, is sometimes more recognizable than the company name. A logo is a vital aspect of a marketing strategy and should therefore be treated with special care. A professionally designed logo creates a strong first impression, differentiates the company from the competition, attracts customers and consequently develops brand loyalty. Therefore, the company’s activities and industry standards must be consistent with the logo design. In addition, when creating a logo, you should pay attention to the choice of typography and characteristic colors, and if it contains a symbol, it must be simple and symbolic, in accordance with the name and purpose of the company. Also, design of the logo should include the possibility of using the logo on different marketing materials and formats.

It is important to note that many companies do not always need a completely new logo, but often decide to redesign an existing logo. Like any design, sometimes old ideas need to be modernized to be more in line with current trends.

Creating a visual identity:

If, in addition to creating a logo, you also need the design of other business documents, such as business cards, business folders or letterhead, then you may want to create a visual identity of the company, or a book of graphic standards. Visual identity contains the logo as a guiding thread in defining colors, typography and other essential items of visual identity. If you already have a logo that you are happy with, you can complete the visual identity with other items without creating a new logo.

The visual identity in the basic package includes the design of logos, memos, business cards, envelopes, stamps and email signatures. If you need additional items, they can be added, such as: standard ad layout, vehicle wrap design, window shop design, design of billboards, catalogs, advertising displays, promotional items or any other printed or digital media that suits your marketing needs.

Web design:

A logo is the first impression on clients, and a website is the first interaction with them. In today’s digital world, the importance of websites doesn’t need to be emphasized. A website is a kind of digital business card. A place where clients will learn about the services and products you offer, how to get in touch with you and many other important information. Website design and development are equally important in order to stand out from the competition and present your business in the best possible way. Simple, modern and functional pages are the key to making your website fully serve its purpose.

Mobile app design:

Mobile applications have become an integral part of business for many industries. Smartphones are full of various applications, so standing out with a unique design is becoming increasingly important. In addition to the ease of use and functionality of the application itself, an attractive and modern design is what will attract and retain customers to your app.

Design of the print materials:

If you take a good look around you, printed media, and therefore design, are all around us. The business cards we give to clients, the catalogs and brochures we get in stores and agencies, the posters and billboards we see on the streets are examples that the print media is still one of the most important forms of advertising.

The purpose of print design is to use visual graphic elements to convey a specific message to those who view it. Every company, product and service will, of course, have their own design needs and a different audience that they will want to attract, but the design itself should always be simple and effective to convey the message as clearly as possible.

There are many types of printed media: catalogs, brochures, flyers, business cards, letterheads, entrance signs and inscriptions, posters, billboards, price lists, menus, etc. are just some of them.

Design of digital media:

Until recently, brochure catalogs and other promotional materials were reserved exclusively for print media, however this is changing. With ever-improving technology and growing environmental awareness, the need for digital versions of existing print media is growing. Companies are increasingly opting for digital versions of their catalogs or brochures and the need for them is growing. Catalogs can be easily browsed on a mobile phone, tablet or computer, and digital design has begun to gain more and more space. With the shift from print to digital, there is a growing demand for book design, digital ads, online campaigns and social media posts.

In addition to creating new digital content, many companies also need to transfer from print media to new digital formats. This is especially the case with ebooks and some forms of catalogs and documents.

Packaging Design

Packaging is the material in which your product is located. Packaging must fulfill numerous functions: it must be functional, preserve product safety in storage and in transport, but it must also stand out from its competition. This is achieved with good design. Even before the customers try the product, the packaging is the first thing they will see, and it is often based on it that they will decide whether the product will be their choice. Good design will attract attention, but also give the customer all the necessary information about the product. Good design is at the same time aesthetically interesting and noticeable, but also informative and clear.

Label design

Like packaging, label design needs to fulfill its function, it needs to attract the customer while at the same time clearly conveying product information. Because the surface of the label is smaller, the scope of the design is limited. Therefore, the design should be efficient and clear, so that the customer can immediately recognize the product.

Motion graphics design

Animation is a term that encompasses almost everything that contains movement, but in this context we are talking about graphic elements, which are otherwise static in nature, therefore we use animations to “revive” them and give them movement. In this way, we can move our logos, banners, ads, but also make promotional videos in which we can present our services and products in more detail.

Nowadays, such motion graphics videos have flooded the media. Short informative videos are much more effective in attracting and retaining the attention of potential clients and therefore their importance and the importance of the design itself should not be underestimated. In the world of fast information and great competition, choosing this type of advertisement or just adding animated elements to the visual identity, especially for use on social networks, can attract customers to you and help present the company in the most modern and effective way.

Vehicle Wrapping and Environmental Design

If a company has vehicles, one of the best places for advertisment is them. We have all noticed and even remembered vehicles with interesting designs. As we drive around the city, we look at other vehicles and some of them attract our attention. Presenting products and services on vehicles is one of the most effective ways to present a company to potential customers. Therefore, the importance of good design on vehicles should not be underestimated. Such a design should be noticeable, but also informative and easy to read, because we often read them quickly.

In addition to vehicle wrap design, one slightly less movement based way of advertising is designing the work space itself. Maybe you have a shop window, and maybe just an office. Either way, decorating shop windows or office doors and walls can be a very good way to attract and retain customers. Anyone who has walked the city and looked at shop windows knows that a good shop window can quickly attract attention. It can also be a place where you will immediately inform (and perhaps entertain) potential customers about your products and services. Likewise, beautifying the office can be enough to raise the level of customer satisfaction.

Design of the promotional materials

If you want to attract customers and leave an unforgettable impression on them, one of the best ways is to give them a free gift. People love gifts and small tokens of attention, so even a small gift, like a ballpoint pen or a cup wrapped in a nice way can make a customer happy. In addition, every time they use that ballpoint pen or drink their morning coffee from a cup with your logo, they will associate these small pleasures with your brand, and it will be a constant reminder of the brand that gave them a wonderful gift.

It is therefore difficult to make a mistake with promotional materials, and the offer of the gifts themselves is large and it is easy to adapt the gifts to individual clients or customers. From more exclusive gifts for individual clients to promotional materials intended for a larger number of customers, what is important is – design. Anyone can give a T-shirt as a gift, but it is not a guarantee that the client will want and wear it and thereby promote the product or service. With a good design, any promotional material becomes not just an ordinary gift, but a small advertisement that clients will not only use but also enjoy, thus promoting companies in the best possible way.

Graphic design tools

Below are some of the most common tools used in graphic design.

Software: Programs such as Adobe Photoshop and InDesign are used to create design solutions. They allow you to create and edit images, text and other elements, as well as control the overall look and feel of your project.

Fonts: A good graphic designer needs a library of fonts at their disposal. Different fonts can be used to create different moods and effects, so it’s important to have more choices. In our free fonts article, you can find some sites that offer them and start your collection.

Images: Stock photos and vectors are an essential part of any graphic design project. Good designers know where to find high-quality royalty-free stock images to use in their work, and you can find some of them on our free stock photo blog.

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Graphic design in the digital age

Graphic design has come a long way in the digital age. With the invention of computers, software and the internet, graphic designers have been able to create some truly amazing works. Not only can I now create designs using the software, but I can also animate and edit my work using online tools.

This has allowed graphic designers to reach a wider audience than ever before, and as a result, their work is increasingly used in advertising and marketing campaigns. In fact, good graphic design is now essential for any business that wants to make an impression online.


The graphic design industry is one that is constantly evolving. One day a certain type of design can be in style and the next it could be out of date. This means that those who work in that industry must have their finger on the pulse of what is happening both in the world of design and in the world of technology. Graphic designers who can do this are in a good position to create designs that are not only relevant, but also stunning.

For more articles on the topic of graphic design, take a look at our blog.

If you need any of the graphic design services, feel free to contact us via the contact form, social networks or email.

You can view our works in the portfolio.

Thanks for reading! 🙂

Keywords: graphic design; logo design; development and design of websites; development and design of mobile applications; design of visual identity; color theory; typography; vehicle wrap design; shop window design