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Chapter 1. Intro to Graphic Design > Elements of Design - Pg. 9

Intro to Graphic Design 9 Of course, many companies want their message to reach everyone, not just the nice folks who are currently their customers. And so designers also look for ways to make a niche message under- standable to the general public. A designer must be a scholar of how people read, how they consume images, and what they respond to. tip Create a mood board for every design project. Do some research and gather some design pieces that will give you a sense of how to address the unique tastes of your target audience. One key consideration is the context in which the message will appear. Where will people see it? What will they be doing at the time? What other messages will appear alongside yours? A magazine cover needs to pop out on a crowded newsstand. An ad inside it needs to catch the attention of a reader casually flipping through. A billboard for the magazine may be viewed at a distance of hun- dreds of yards, by drivers idling at an intersection or flying past in a hurry. Elements of Design Every design we've looked at so far exhibits a skill in handling four elements: imagery, color, ty- pography, and composition. Now we'll explore some basic principles for each area. The Role of Imagery The use of imagery--photographic images or illustrations--is the most direct way to communicate to a wide audience. There's a scientific reason for this: Our mind processes any kind of picture--a shape, a representation, even an outline of a figure--much more quickly than it does a word or sentence.