Graphic designThe first of many profiles of Queen Victoria
The graphic element of a stamp design falls into one of four major categories:
Portrait bust - profile or full-face
Emblem - coat of arms, flag, national symbol, post horn, etc
Numeric - a design built around the numeral of value
Pictorial
The use of portrait busts (of the ruler or other significant person) or emblems was typical of the first stamps, by extension from currency, which was the closest model available to the early stamp designers.
Usage pattern has varied considerably; for 60 years, from 1840 to 1900, all British stamps used exactly the same profile bust of Victoria, enclosed in a dizzying variety of frames, while Spain periodically updated the image of Alfonso XIII as he grew from child to adult. Norway has issued stamps with the same post horn motif for over a century, changing only the details from time to time as printing technology improves, while the US has placed the flag of the United States into a wide variety of settings since first using it on a stamp in the 1950s.
A 2 1/2-cent numeral design from 1915 Netherlands Antilles
While numeral designs are eminently practical, in that they emphasize the most important element of the stamp, they are the exception rather than the rule.
By far the greatest variety of stamp design seen today is in pictorial issues. The choice of image is nearly unlimited, ranging from plants and animals, to figures from history, to landscapes, to original artwork. Images may represent real-world objects, or be allegories or abstract designs.
Queen Margret he, 135 years later
The choice of pictorial designs is governed by a combination of anniversaries, required annual issues (such as Christmas stamps), postal rate changes, exhaustion of existing stamp stocks, and popular demand. Since postal administrations are either a branch of government or an official monopoly under governmental supervision, the government has ultimate control over the choice of designs. This means that the designs tend to depict a country as the government would like it to be perceived, rather than as it really is. The Soviet Union issued thousands of stamps extolling the successes of communism, even as it was falling apart, while in the US the only contemporary stamp hinting at the unrest of the 1960s is an issue exhorting Americans to support their local police.
In some cases, overt political pressure has resulted in a backlash; a famous example is that of the US in the late 1940s, when the US Congress had direct authority over stamp design, and a large number of issues were put out merely to please a representative's constituency or industry lobbyists. The resulting uproar resulted in the formation of an independent Citizens' Stamp Advisory Committee that reviews and chooses from hundreds of proposals received each year. Occasionally the public is polled for its choice of design, as with the US Elvis stamp of 1993, or some issues of the Celebrate the Century series.
Many countries have specific rules governing the choice of designs or design elements. Stamps of the UK must depict the sovereign (typically as a silhouette), while stamps of the US may not visibly depict any person who has been dead for less than 10 years, except for ex-Presidents, who may appear on a stamp one year after their demise. The choice of postage stamp color may be specified, acting as a sort of color code to different rates.
Most countries issue commemorative issues from time to time, perhaps to celebrate some special event, w

ith designs relating to the event. While they are legitimate postage stamps, and often used for routine post, they are intended to appeal particularly to stamp collectors. Stamps that are collected without being used are paid for, but the purchaser chooses not to use the postal service purchased, leaving 100% clear profit. First day covers, often containing more stamps than are required for postage, are an additional source of revenue. This source of money is not inexhaustible, as excessive stamp issues go unpurchased.
Some countries, usually poorer ones, produce many special issues intended purely for collectors from other countries. These stamps are designed for visual appeal, with attractive brightly coloured designs on interesting topics, often large and of unusual shape. Themes have included space-related subjects from a country with no space program, polar animals from a country on the equator, Western rock stars from a conservative Muslim country, and so forth. International organizations of philatelists discourage the practice, not wanting collectors to be discouraged by floods of stamps which will never have any rarity value. See stamp program for more detail.
[edit]Textual elements
Textual elements written in a variety of scripts on a stamp of Israel.
Nearly all stamps have some amount of text embedded in their design. In addition to the expected denomination and country name, textual elements may include a statement of purpose ("postage", "official mail", etc), a plate number, the name of a person being portrayed, the occasion being commemorated, the year of stamp issue, and national mottoes.
Occasionally designs use text as their primary design element; for instance, a series of US stamps from the 1970s featured quotations from the United States Declaration of Independence. In general however, text has come to be used more sparingly in recent years.
Countries with multiple languages and multiple scripts may need to write the material multiple times. Labuan is an early example; more recently, stamps of Israel include its name in Hebrew, Latin, and Arabic characters.
In addition to text woven into the description, stamps may also have inscriptions in the outside margin. These are almost always at the bottom, and are usually the name of the printer and/or designer. Occasionally a textual description of the design is found in the margin, while in recent years, the lower left margin has become a common place to include the year of issue. Philatelists count changes in these marginal inscriptions as distinct types of stamps.
[edit]Hidden elements and "secret marks"
Sometimes designers include tiny elements into a design, sometimes at the request of the stamp-issuing authority, sometimes on their own. Stamps may have a year or name worked into a design, while the US stamp honoring Rabbi Bernard Revel has a minute Star of David visible in his beard.
Secret marks are small design alterations added to distinguish printings unambiguously. These usually take the form of small lines or marks added to clear areas of a design. Chinese stamps of the 1940s have secret marks in the form of slightly altered characters, where two arms might be changed to touch, when previously they were separate.
[edit]Shape and size
Postage stamps of various shapes and sizes, from Italy, Yemen Arab Republic, France, and Hungary.
The usual shape of a postage stamp is a rectangle, this being an efficient way to pack stamps on a sheet. A rectangle wider than tall is called a "horizontal design", while taller than wide is a "vertical design".
A number of additional shapes have been used, including triangles, rhombuses, octagons, circles, and various freeform shapes including heart shapes, and even a banana shaped stamp issued by Tonga from 1969 to 1985.
The usual size ranges from 10-30 mm in each direction, experience having shown this to be the easiest to handle. Many countries use only a limited selection of dimensions, to simplify automated machinery that handles stamps.
The smallest postage stamp on record was issued by Mecklenburg-Schwerin in 1856, and was a square, with sides measuring 10 millimeters.
The biggest stamps in history were used in the USA from 1865 and measured 52 by 95 millimeters, but were used exclusively for mailing newspapers.