Graphics Design Basics For Non-Graphic Designers: 5 Steps That Can Help Designers and Non-Designers Alike Create Successful Graphics

By Savannah Everett

Often marketing professionals are tasked with wearing several “hats” while on the job. One of these “hats” is that of a Graphic Designer.

We interact with the products of graphic design every day—the billboards we drive by, the flyers we get in the mail, the products we buy in stores, and what we watch on our televisions every night. Our jobs are no exception—every report, every proposal, every email we send requires graphic design skills. To many, this can be overwhelming. Below, I will help guide you, step-by-step, on how to approach graphic design.

Step 1: Gather Key Information

Go on a fact-finding mission. Ask the who, what, when, why, and where upfront. Take detailed notes.

• Determine WHO your client is. Keep the client in mind when making design decisions.
• Nail down WHAT your design parameters are. Print or digital platforms? Size? Color or Black & White? Budget?
• Know WHEN your deadline is. Backtrack from your deadline and make sure to schedule time for feedback and any printing that needs to happen.
• Ask WHY this is needed. Figure out the purpose of what you’re creating.
• Lastly, define WHERE you can find crucial elements. I’m talking about final copy and imagery.

Helpful Hint: Summarize these notes and send them out to all involved parties. It helps everyone stay on the same page!

Step 2: Determine Visual Hierarchy

You went on your fact-finding mission. Now prioritize what you know.

Whether you or they realize it, viewers will assume the importance of information based off design choices. It is your job as the designer to establish this importance. You want your main message to be clear, followed by secondary storylines, and so on.

The title or headline often gives the reader the main message in a couple of words. It is also often the largest or most eye-grabbing item on the page. A sub-title is often below the headline but larger than body copy, making it a natural place your eye will hit next. Size and scale are two of the most frequent tools used to let the viewer know where to look. As the designer, you are in control of making the right information eye-catching.

The composition, or arrangement of your content, should reflect your visual hierarchy.

Helpful Hint: A good question to ask yourself is, “If someone had five seconds to look at this, what would they take away?

Step 3: Layout Your Space

Arranging your space in a well-thought-out composition is what determines the success of your design. There are five design principles to consider when first approaching your blank canvas.

• Proximity – Place related information together. It makes it easier to understand what is happening immediately.
  
  
• Alignment – Elements that line up are pleasing to the eye. Consider using a grid to get even lines and equal spacing.
  
  
• Negative Space – Give the eye a place to rest. If things start looking too crowded, you probably need more white space.
  
  
• Contrast – Draw attention to or away from items of your choice.
  
  
• Repetition – Repeating elements across materials and platforms, like color and typeface, helps build consistent messaging and voice.

Other design elements like color, line, shape, and texture contribute to a successful composition.

Helpful Hint: Feeling stuck? Get inspired by looking at sites like Pinterest, Behance, or AIGA’s Eye on Design.

Step 4: Utilize Color, Line, Shape and Texture

First check to see if your company or client has brand guidelines. These guidelines will dictate color palette and typefaces, among other design rules. There’s a chance that a graphic designer has already determined the design decisions for you!

If this doesn’t exist, then no worries. Choose your color palette, make sure to check out the many articles about the psychology of color, and read more about color theory. Color can help establish mood and feeling instantly. Use different line weights to create shapes that break up your space. Create texture through photography, illustration, or typography. Be creative and have fun with this!

Helpful Hint: There are so many great spots to source typefaces, imagery, illustrations, etc.—use them!

Step 5: Reflect

Look at what you’ve made! If successful, graphic design can take information, no matter how technical, and break it down in a digestible manner.

Helpful Hint: Don’t be afraid to get feedback. Having other eyes on your design can help refine and sharpen your product.

Savannah Everett is a Graphic Designer and Marketing Coordinator located in the Bay Area. Savannah works for CHS Consulting Group, a transportation planning and traffic engineering firm, to create captivating, on-brand visuals for print and digital platforms. Through her work in the A/E/C industry, Savannah has collaborated with engineers, architects, editors, copywriters, exhibit designers, construction detailers, and shop fabricators to create immersive graphics and marketing material.