Sometimes when people talk about graphics, they mean graphic design, and when they talk about graphic design, they mean graphics. Sometimes the terms are used interchangeably, but there is a difference between the two phrases. Graphics refers to the visual elements themselves, lines, forms, images, texts, photos, icons, etc. Graphic design refers to the process of strategically arranging those visual elements in a layout to achieve a purpose, such as solving a communication problem or achieving a specific goal, such as marketing a product.

When a person creates a graphic, there are several elements of a graphic itself that the creator needs to consider. Here are some common elements you might find in a graphic:

• Lines, the basic element, thick or thin, dashed or solid, creating divisions, indicating direction
• Shape, the two dimensional areas, either geometric designs or irregular/natural forms
• Color, the use of hue, saturation, brightness
• Texture, the surface quality of a graphic to add depth and interest
• Typography, the style, arrangement and appearance of text; font, size, spacing, alignment
• Space, the area around elements, either filled or empty areas
• Scale, the size of elements relative to each other
• Balance, the distribution of visual weight in a graphic, symmentrical or asymmetrical
• Contrast, the difference between elements, light vs dark, small vs large, bold vs thin

Now that you have some idea of what constitutes a graphic, here are the just some of the things a graphic designer considers in arranging the graphics in a design:

• Alignment, the arrangement of elements, e.g along a margin, axis, center line; to create order, cohesiveness and readability
• Proximity, the placements of elements close to or far from each other
• Hierarchy, the arrangement of elements in a way that emphasizes importance
• Repetition, the consistent use of elements, such as colors, shapes, or fonts throughout the design
• White space, the empty area around or between elements (known as negative space)
• Emphasis, the focal point of the design, where the viewer’s attention is drawn first
• Movement, the path the viewer’s eye follows through the design
• Pattern, the repeated decorative design adding visual interest
• Rhythm, the visual tempo or beat created by the repetition of elements
• Unity, the harmony between all elements of the design, assuring they work together as a whole

Now that you know the difference between graphics and graphic design, you have some of the information you need to make a good decision about hiring someone to do graphic design work for your business. That person should be able to talk knowledgeably about the visual elements that make up graphic images as well as about the process elements of graphic design.