Graphic design is the art and science of combining text and images to convey an effective message in the design of websites, logos, graphics, brochures, newsletters, posters, signs, and other types of visual communication. Designers achieve their goals by combining the elements and principles of graphic design. Some concepts, such as contrast, are both elements and principles: the former as a visual feature; and the latter as the technique by which it is applied.

In addition to the obvious elements such as images and text, graphic design elements include lines, shapes, texture, value, size, and color. Graphic designers for print and web pages use some or all of these elements to generate effective designs. The goal is usually to grab the attention of viewers and sometimes to motivate them to take a specific action.

Lines are the most basic design elements. Lines can be straight, curved, thick, thin, solid, or not solid. They are used to connect two points, separate parts of a design, and focus the viewer’s eye. Their qualities create emotion, movement, organization, and more. For example, a jagged line conveys emotion; a line that ends in an arrow forces the viewer’s eye to look in a specific direction. A line that meanders between different elements leads the viewer from one element to the next and on down the page.

The basic geometric shapes are squares, circles, and triangles. They form boxes or borders on a design or solid shapes for decorative purposes. Icons, symbols, and dingbats are also considered shapes, and they add interest and clarity.