Design is an organized plan for a definite purpose or function. Designing is not mere drawing or use of pen pencil in a drawing to show how something is to be made pleasing to the eye. It is a mental activity to create an idea for communication. Communication by vision is the scope of designing, particularly in printing. The creative process of underlying the fabrication of satisfactory pattern in visualizing an idea is called a design. The object of design is to transfer the idea from one’s mind to that of the reader. Thus, design is the process of creating, evaluating, selecting and arranging the elements which make up a printed page.
Design is a complex combination of many forces; the designer’s taste, talent, experience and his knowledge. It is creative and intuitive; and so it defies scientific analysis and formulae. It is helpful to study the broad principles of design to form a frame of reference. It involves various principles and stages of work. When we know the principles we can use them spontaneously and effectively. Thus design to be produced is presented in the form of a layout containing all the elements and the necessary information, based on the various principles of proportion, harmony, contrast, balance, rhythm, movements etc.