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Introduction to Graphic Design
MCJ 312 GRAPHIC DESIGNLijie Zhou
What is graphic design?Traditionally: Problem solving on a flat, two-dimensional surface.
Today: Based on 3-D, 4-D applications (Package, Web, multimedia design)
Problem: Expression with financial, physical, and psychological limitations.
*Visual communication process (Arntson, 2012):
Using visual elements (photo, illustration, words..)
Communicating between designer and viewer
Ronald J. Cala II, “Hope For Peace”, 2007
www.planetpropaganda.com
Hollywood & HighlandBy SP&CO
Environmental graphic design
Multimedia Graphic Design
Motion Graphic Design
As a graphic designer…Information architect
Visual researcher
Artist
Photographer, illustrator, copywriter, business person … (maybe not)
Design studios (independent business):
By Matt Zumbo studio
In-house design (hospitals, banks, newspapers, publishing house, universities, museums, churches)
Printing companies
Advertising agencies
Freelance maximum amount of freedom needs business related skills
New media (iBook, eMagazine : motion graphic designer, multimedia graphic designer)
The design processStep 1: Research Who is the audience? What constraints are there in format, budget, and time? What is the goal of the project? Gather all the related materials (website, interview, annual report…) Building your visual vocabulary: Studying design annuals, periodicals and website (e.g., AIGA: http://www.aiga.org; Creative Cloud Community).
Searching for as many creative solutions as possible. Word-association list Prose & Poetry Logical & Intuitive
The design processStage 2: Thumbnails
Visual evidence of thinking and solutionsSmallFastNot detailed
The design processStage 3: Roughs
Testing the best thumbnail on a full size conditionWorking on more details
Stage 4: ComprehensivesApproving by clientMaking changes according to client
Stage 5: PresentationExplaining your final design work to client or art directorMaking final changes
The design processStage 6: Ready for press
Adobe Id (we will learn these later): Covert color system (RGB-CMYK), Preflighting files (No missing links), Packaging files (original files and links for printing house)Creating an Adobe PDF proof.
Printer selection, Paper selection
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