Context is about where a design is found. For each context, there are  unique design considerations to effectively communicate the intended message (e.g. the font type on a road sign will be very different to that of a book and the images on a poster may need to be different to those in a social media post. Understanding the context helps tailor the design to suit the specific needs of the audience and medium.

Some popular design contexts include:

• Brochure

• Poster

• Billboard

• Website

• Social Media Post

• Magazine Ad

• Business Card

• Sticker

• Zine

• Sign

• Logo

Example: This design was created by Nike to be used on the side of a bus stop. The designer would have considered the final size that the design would be printed and used a lot of negative space to draw attention in a busy street and maximise impact of the design.

Behance (n.d) Nike advertising - Just do it: Behance. URL.

The reason for a design refers to the underlying needs, social context or issues that necessitate its creation.

For instance, posters promoting sustainability are designed in response to the climate crisis, highlighting the urgency of environmental awareness. Similarly, campaigns advocating for social justice arise from ongoing societal inequalities and the need to promote equity and inclusion. Or, more simply, a busy road leads to the need for clear road signs.

Understanding these wider needs is essential as they inform the content, tone, and visual elements of the design, ensuring it effectively addresses and engages the target audience. Design are not just about aesthetics but in addressing problems, whether practical or social.

Example: In this example, National Geographic has used a cover page to reflect articles about the climate crisis. The reason for this design is the social issue of global warming.

Amazon (n.d.) National Geographic November 2015 Cool It - The Climate Issue Single Issue Magazine. URL.

To create a good design means knowing who you are creating it for. This will vary greatly, depending on the context and reason for the design.

You may consider demographic information, such as age, gender, culture, religion, sexuality etc..

When creating film posters, consider the genre of the movie and what audiences may expect from it (e.g. horror, action, romance etc..)

Audiences are also related to when a design is created. To analyse a graphic design throughout history, consider how the audience at the time would have responded to it and how audiences may respond now.

Adrian Forty, of Bartlett School of Architecture, said “No design works unless it embodies ideas held common by the people for whom the object is intended" (Waqas, D, 2020).

Example: The primary audience for the 'HOPE' poster designed by Shepard Fairey (Obey) was supporters and potential supporters of Barack Obama's 2008 presidential campaign. The design aimed to inspire young progressive voters to create change and seek optimism in American politics. Additionally, it reached a broader audience through its widespread visibility and iconic status, resonating with anyone interested in the themes of hope and political change.

Obey Giant (n.d) Obama Hope, URL

The purpose of the design specifies the desired response or impact on the audience. Whether the aim is to advertise a product, promote a cause, or teach important information, the design must be crafted to elicit the intended reaction. This clarity of purpose ensures that the visual and textual elements work together to effectively achieve the communication goals.

Common purposes of graphic design can be to:

• Advertise

• Depict

• Guide

• Identify

• Inform

• Promote

• Decorate

• Teach

Example: The purpose of this diagram is to teach the audience about various parts of the human heart and how they pump blood around the body.

Adobe Stock (n.d) Human heart anatomy illustration explaining blood flow. URL.

The principles of design are fundamental guidelines that describe how artists use different parts of the design to create a cohesive and effective composition. Originating in late nineteenth-century Western Europe, these principles emerged as a way to evaluate art based on skill and composition rather than just subject matter. We focus on nine key principles of design. Click on this link to learn more about them.

Elements of art are the essential components that make up a complete artwork, similar to how elements in Chemistry form compounds. In art, elements such as line, texture, and color are used to construct and describe artworks. These elements help us analyse and evaluate the visual choices and meanings within media works. We focus on seven key elements of art. Click on this link to learn more about them.

Example: In this famous artwork, The Scream, line and texture are important elements of art that form the subject and the background. They draw the viewer's eyes around the work and pull them in to the world of the screamer. A principle of design used is contrast as placing light and dark elements of the image next to each other increases the sense of intensity in the image.

Munch, E. (1893) The Scream. URL.

The strategy of a design involves the methods used to engage audiences and influence their thoughts or feelings about the underlying reason for the design.

This can include employing shock tactics to provoke a strong emotional response or using humor to make the message more relatable and memorable. Metaphors can be used to convey complex ideas in a more understandable and impactful way, while the choice of genre can align the design with audience expectations. 

By carefully selecting and combining these strategies, a design can effectively capture attention and communicate its message.

Example: In this example, YouTuber, Elliotisacoolguy draws attention to the importance of graphic design but uses humour to do it. His design uses irony by saying that graphic design is not important in a poster that has used graphic design to convey its message.

Elliothasacoolstore (n.d) IMPORTANT. URL.