While trends in graphic design tend to change with the times, reflecting generational tastes, cultural changes and popular movements, there are some basic concepts that seem to remain consistent through the years.
Color theory, for instance, is more scientific than artistic. It's a fact that certain tones – and the ways in which they work with others – evoke certain emotions and are, therefore, more relevant for certain marketing campaigns, messages and works of art.
There are also more subtle, unassuming elements of graphic design, such as lines. Considerations such as straightness, thickness, contrast, intersection and others all work together to affect the overall design's appeal.
"How lines interact with each other is important, too," writes Lauren Marie for the blog Just Creative Design. "If they are straight, thin lines, but are colliding at all sorts of crazy angles, that is going to be chaotic. If they have a hand drawn quality to them but are more or less straight and orderly, this can give a much needed personal appeal to a design."
Shapes, space, texture are a few other considerations designers make, each with certain marketing functions that businesses need to consider when developing their own promotional strategies.