Graphic Design is Emotional Design

Although to work in the digital age means you must design with interactive software, graphic design still revolves around age-old principles. It’s crucial that you strike the right chord with users from their first glance—hence graphic design’s correspondence with emotional design.

As a graphic designer, then, you should have a firm understanding of color theory and how vital the right choice of color scheme is. Color choices must reflect not only the organization (e.g., blue suits banking) but also users’ expectations (e.g., red for alerts; green for notifications to proceed).

You should design with an eye for how elements match the tone (e.g., sans-serif fonts for excitement or happiness). You also need to design for the overall effect, and note how you shape users’ emotions as you guide them from, for instance, a landing page to a call to action.

Often, graphic designers are involved in motion design for smaller screens. They will carefully monitor how their works’ aesthetics match their users’ expectations. They can enhance their designs’ usability in a flowing, seamless experience by anticipating the users’ needs and mindsets. With user psychology in mind, it’s important to stay focused on some especially weighty graphic design considerations, namely these:

Symmetry and Balance (including symmetry types)

· Flow

· Repetition

· Pattern

· The Golden Ratio (i.e., proportions of 1:1.618)

· The Rule of Thirds (i.e., how users’ eyes recognize good layout)

· Typography (encompassing everything from font choice to heading weight)

Audience Culture (regarding color use—e.g., red as an alert or, in some Eastern cultures, a signal of good fortune—and reading pattern: e.g., left to right in Western cultures)