Advertising & Illustration Foundations Formal Elements of Graphic Space

Advertising & Illustration

Foundations

Formal Elements of Graphic Space

Defining Graphic Design

• Pervasive Art Form found Everywhere• Television to Packaging• Print, Film, Electronic Media• Visual Artifacts of our Environment • Popular Culture

What would the world look like without graphic design?

Designer’s Job

• To use text & Images and graphic elements to communicate.

• Visual-Verbal art expression.• Mediate between the client

with a message and the audience.

• To inform, persuade or sell.

Designer’s Goals

1. Understand the design problem.

2. Communicate a clear message to an audience.

3. Create a compelling or aesthetic design that will enhance the message.

Define DesignDesign is the arrangement of parts

into a whole.

words, pictures, lines, spaces, shapes

Graphic Designers need to know the fundamental elements and principles of design.

Formal Elements

• Lines: a mark made with a tool.

• Shape: general outline of something

• Color: Hue, Value & Saturation

• Value: high - low contrast

• Texture: actual or simulated

• Format: Brochure, poster, cards, book jackets, CDs, newspaper, magazines.

LINE vocabulary

• Consider type or attributes of a lineStraight-curved-angular

• Consider the direction of the lineHorizontal-vertical-diagonal

• Consider the quality of a lineBold-smooth-broken-thick-thin-regular-changing

Line Assignment #1

Starting Point

• Initials

• Space: pos/neg/white/edges

• Lines qualities

• Scale

• B/W & Color

• Pattern

• Font style

• Size: 8 inch square

Rubric

Quality A+13 B+10 C+7

Initials

Space

Line qualitites

scale

Color/BW

pattern

Font style

Size 8in.

total

Initials, letters, lines, shapes, space

Identity Branding

http://vimeo.com/8891049

http://vimeo.com/8891049

Executing a Brand

Identity Branding

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http://vimeo.com/8891049

Line Assignment #2

Exercise/Explore1. Divide the page 8x10” into four units.2. Draw a curved line from corner to corner

in each of the four units.3. Draw different lines of varying types and

qualities in the divided areas.Project/Create1. Create an illusion of space -a warp.2. Vary the distance, thickness and

direction of the lines.

DesignIt is all about Colors and Shapes

and of course about typography sometimes

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http://vimeo.com/8891049

What is a SHAPE?

• The general outline of an object defines its shape.• A shape is flat on a two dimensional plane.• A shape can be filled with color, tone or texture.• Shapes are created with lines.• We can translate three dimensional forms of the real

world into two dimensional shapes by describing their edges using lines.

Optical Illusion

SHAPE assignment #3

Exercise/design shapes1. Draw ten shapes that have similar qualities,

filled or open.

Project/Shape1. Draw three rectangles.2. Design shapes (black&white) that have similar

qualities in each rectangle.3. Arrange the shapes so that the viewer’s eyes

will move from one shape to the other easily.

COLOR

Do you have definite color preferences?• A Designer’s Color Pallet is:

• Powerful • Provocative • Printed

What is COLOR?

• Hue: the name of the color.• Value: the range of light to dark. Shades, tones,

tints are aspects of value.• Saturation: the brightness or dullness of a color.

Chroma and intensity are synonyms.• Schemes: primary, secondary, intermediate,

analogous, complementary, split complementary, double -split complementary, warm, cool, monochromatic.

Color Schemes

SecondaryPrimary

Color Schemes

TriadicIntermediate

Color Schemes

ComplementaryAnalogous

Color Schemes

Color Schemes

Double split complementary

Split complementary

Color Value

Tints

Shades

Value

Warm/cool

After effect/vibration

COLOR assignmentExercise/design shapes1. Identify color schemes on one printed page.2. Analyze the use of color in these examples in terms of

appropriateness for the subject matter, the audience and the feelings and ideas expressed or communicated.

Project/Color1. Draw a 9” square, divide into thirds.2. Look through a magazine and pull out every (red) color you can

find. (blue, green, yellow)3. Arrange the colors around the grid with the purest color in the

center.4. Use the pantone matching systems numbers to match one of

these colors. Identify it on the Suggestions Handout.

VALUE ContrastTrees in fog, Cramer Half Moon, Ansel Adams

In Photography, value is determined by the range of tone in an image.

In Design, the relationship of one element to another in respect to lightness and darkness is called value contrast.

Visual Metaphors, Luba Lukova

Studio

The Nature Company, Gerald Reis & Co,

VALUE

Which font looks larger?

VALUE

VALUE

TEXTURE

FORMAT

Principles of Design

• Balance

• Emphasis

• Rhythm

• Unity

Graphic Space

• Positive space

• Negative Space

• Illusion of Space• Project/Spacial Investigations• xxxxxxx

Typography