Do you want to make your brand more memorable and engaging? Are you interested in unlocking the potential of graphic design to boost your marketing and branding endeavours?


Renderforest shares the elements of graphic design you need to know in this infographic.

Here’s what they cover:

  • Form
  • Shape
  • Line
  • Colour
  • Texture
  • Typography
  • Space

Check out the infographic for more information.

7 Elements of Graphic Design to Apply to Your Marketing & Branding [Infographic]


Graphic design plays a crucial role in marketing and branding efforts. It’s the art of visually communicating your message to your target audience, making your brand memorable, and driving engagement.

In this blog post, we will explore seven fundamental elements of graphic design that you can apply to your marketing and branding strategies to create compelling visual content.


Form in graphic design refers to the three-dimensional representation of an object. While graphic design is primarily a two-dimensional medium, the illusion of depth and form can be created through techniques such as shading, perspective, and manipulation of shapes.

In marketing and branding, the use of form can make your products or services more appealing. Think about how a 3D-rendered product image can showcase its features from various angles.

This form of representation can enhance the user experience and make potential customers more confident in their purchasing decisions.

When using form in your design:

  • Consider the lighting: Proper lighting can create shadows and highlights, adding depth to the form.
  • Maintain consistency: Ensure that the form you use aligns with your brand’s overall style and identity.
  • Test with your audience: Experiment with different forms and gather feedback from your target audience to see what resonates best with them.


Shapes are fundamental elements in graphic design, as they are the building blocks for all visual compositions. Shapes can be simple, such as circles, squares, and triangles, or complex, like custom illustrations and icons.

In marketing and branding, the strategic use of shapes can convey specific messages or emotions. For example, rounded and organic shapes often create a friendly and approachable feel, while sharp and angular shapes can evoke a sense of edginess or professionalism.

When using shapes in your design:

  • Be mindful of symbolism: Different shapes can carry cultural or psychological associations. Research the meaning behind shapes to align them with your brand’s message.
  • Create visual hierarchy: Use shapes to guide the viewer’s eye and emphasize important elements of your design.
  • Use negative space: The space around and between shapes is as important as the shapes themselves. Utilize negative space to balance your design and create a harmonious composition.


Lines are one of the most versatile elements in graphic design. They can be straight or curved, thick or thin, and can serve various purposes in a composition. Lines can be used to define boundaries, create patterns, or lead the viewer’s eye.

In marketing and branding, lines can help convey a sense of direction, structure, or movement. For instance, horizontal lines can suggest stability and calmness, while diagonal lines can imply dynamism and energy.

When using lines in your design:

  • Choose line weights carefully: The thickness of lines can influence their visual impact. Experiment with different line weights to find the right balance for your design.
  • Use lines to frame content: Lines can be used to draw attention to specific elements or sections of your marketing materials, helping to highlight key messages.
  • Be consistent with line styles: Establish a consistent set of line styles (e.g., dashed, dotted, solid) to maintain visual coherence across your branding materials.


Colour is a powerful tool in graphic design, capable of eliciting emotions, creating contrast, and establishing brand identity. The careful selection and application of colour can greatly impact the success of your marketing and branding efforts.

In marketing and branding, colours should align with your brand’s personality and message. Consider the psychology of colour when choosing your brand’s palette. For example, blue often conveys trust and reliability, while red can evoke passion and excitement.

When using colour in your design:

  • Create a cohesive palette: Define a set of primary and secondary colours that represent your brand consistently across all materials.
  • Consider accessibility: Ensure that your chosen colours meet accessibility standards to make your content inclusive to all audiences.
  • Experiment with colour combinations: Use complementary or contrasting colours to make certain elements stand out, but be cautious not to overwhelm your audience.


Texture is a tactile quality that can be simulated visually in graphic design. It adds depth and dimension to flat surfaces, making designs more engaging and interesting. Texture can be created through patterns, gradients, and various visual effects.

In marketing and branding, texture can enhance the perceived quality of your products or services. For example, using a textured background in your product photography can make it appear more tangible and luxurious.

When using texture in your design:

  • Balance simplicity and complexity: While texture can add depth, be mindful not to overwhelm the viewer with excessive details.
  • Maintain consistency: Ensure that the texture you use aligns with your brand’s identity and the emotions you want to convey.
  • Experiment with digital effects: In the digital age, you can create various texture effects using software tools, so don’t hesitate to explore these options.


Typography is the art of arranging and styling text in a visually appealing way. It’s a critical element in marketing and branding, as it directly affects how your message is perceived and understood.

The choice of fonts, font sizes, spacing, and alignment can all impact the readability and aesthetics of your design.

In marketing and branding, typography plays a crucial role in conveying your brand’s personality. Different fonts have distinct personalities, from elegant and sophisticated to bold and modern.

When using typography in your design:

  • Choose fonts wisely: Select fonts that not only align with your brand but are also legible across different devices and screen sizes.
  • Establish a hierarchy: Use typography to emphasize important information and guide the viewer’s attention.
  • Pay attention to kerning and leading: Adjusting letter spacing (kerning) and line spacing (leading) can significantly impact the overall readability and aesthetics of your text.


Space, also known as “white space” or negative space, refers to the areas in your design that are intentionally left empty. Space is just as important as the content itself, as it provides clarity, organization, and breathing room within a composition.

In marketing and branding, effective use of space can help your message stand out and resonate with your audience. Cluttered designs can overwhelm viewers, while well-structured layouts with ample space can make information more digestible and appealing.

When using space in your design:

  • Embrace minimalism: Simplify your design by removing unnecessary elements and distractions.
  • Use space to create balance: Balance is essential in design, and negative space can help distribute visual weight evenly.
  • Test with your audience: Gauge the impact of spacing on user engagement and adjust accordingly.


Incorporating these seven elements of graphic design—form, shape, line, colour, texture, typography, and space—into your marketing and branding strategies can help you create visually compelling content.

By understanding the principles behind each element and how they interact, you can better communicate your brand’s message, connect with your audience, and leave a lasting impression.

Remember that consistency and experimentation are key to refining your design skills and achieving success in your marketing and branding efforts.

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