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Graphic Design

Effective and creative design incorporates all the elements of design in a pleasing and meaningful manner. These elements are the basics of all art, including, painting, drawing, and sculpting. They include line, shape, color, texture, dimension, value, repetition, and contrast. In marketing design we also add type styles, message, and lots of imagination to create something that “speaks” to your clients.

  • We at Pinpoint Marketing believe in the merging of superior design and message to create that perfect representation of your ideas, ones that lead to getting the positive feedback you want!

  • It’s of interest that surveys have shown that people in general tend to be more receptive to what they see than what they learn from any other sense. They believe what they see!

Design can sometimes, almost tell the whole story.

Here’s how these elements work separately and together to create an incredible message:


The scale and size of objects in a design tell us what is important—what stands out adds emphasis to that object. By contrast, scale and size can suggest a relationship between objects, making one more important than the other. Of course, scale can also suggest the exact size of a particular object when that’s important to the message.


Shapes are formed when lines enclose an area. Rounded shapes suggest the natural world, while jagged-edged shapes often create conflict. Rounded shapes are traditionally associated with the feminine and angular shapes with masculinity.


Color has a strong emotional impact. Warm colors tend to create a sense of liveliness, while cool colors suggest order and emotional control. Warm colors tend to put something in the foreground and cool colors tend to cause it to recede. Color can, like all the elements of design, distinguish what is important and what isn’t.


Value relates to how dark or light objects and backgrounds look in a design. The dark recedes and the light areas are given emphasis by contrast to the dark.


Lines can be as simple as a pen stroke or ones that separate or connect items. Lines can curve in any direction and curved lines quite often create a softer appeal. Straight vertical lines can create a feeling of formality, importance, and structure while horizontal lines traditionally have been used to suggest a more relaxed attitude, one of tranquility and peace. Lines can be used to point to what you want the client to see, or to create patterns that have meaning, or to add emphasis to verbal content.


Repetition creates a sense of order in a design and adds great appeal and emphasis to chosen objects or elements. Repetition of color, shapes, lines, sizes, etc., captures the attention of your client.


Contrasting colors, shapes, textures, and value creates visual interest, adds visual excitement, and adds emphasis by placing differing elements next to each other. Contrast points to what is important and needs to stand out in a design and quickly captures the client’s attention.

Effective marketing depends on design that’s created carefully and methodically, using all the elements of design to give you the advantage in the marketing of your product/services. We at Pinpoint Marketing work hard to make this possible and invite you to contact us for a consultation.