The Tools of Design

Design involves placing and formatting four key elements: color, layout, type, and graphics. Everything you work on, from the simplest business card to complex catalogs and newsletters, is formatted by manipulating the four building blocks of design.


Color is the most immediately noticeable design element. Your initial impression of a message, and the way you approach it, is based on the color of the paper it is printed on and the colors used for text and graphics. Color communicates emotions like urgency, attraction, or rejection. In general, the following associations are true:

Red Instantly communicates danger.

Blue Communicates tranquility.

Green Communicates optimism and the outdoors.

Gray Communicates conservativeness. ...

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