Graphic Design ByMariamElias

Do You Think There is A Difference Between Art

& Graphic Design ?

GraphicDesignis…………..Using“exquisitecorpse”or“rota>ngcorpse”technique,letscreateacollabora>veartworkwhereweassembleeveryone’sopinionofwhatisgraphicdesigninacollec>vepiece.

Graphicdesign,alsoknownascommunica>ondesign,istheartandprac>ceofplanningand

projec>ngideasandexperienceswithvisualandtextualcontent.Theformofthecommunica>on

canbephysicalorvirtual,andmayincludeimages,words,orgraphicforms.Itcanalsobe

foranypurpose,whethercommercial,educa>onal,cultural,orpoli>cal.

hJp://www.aiga.org/what-is-design/

ElementsOfDesigns

Technical Perspective

What Makes A Good Design?

Contrast

•  Referredtoasthedifferenceincolor,size,symbolism,

propor>on…etc•  Alotofcontrastinelements

signifiesayouthfulapproach&theliJleofitismore

conserva>ve.•  “Adesignshouldhaveoneelementthatisemphasized,mostoTenbyitsdominant

size”.MarioGarcia

Balance

•  It’stheplacementofelementswithinadesign’sframesothattheweightbetweentheX&Yaxesis

equal.

•  StefanLorent,pictureeditorfor“LilliputandPicturePost”magazineinthe1930’susedasymmetricalgridtoshowcasewhathecalled“thethird

effect”.

Rhythm

Itisthewaydesignelementsare

combinedtocontrolmovementof

viewer’seyefromoneelementto

another.

Unity

Elementswithinadesignshouldallbesimilarincontentwithwordsandpictorialelementsfi^ngthesamemoodwithstylis>cconsistency.

Ethical Perspective

Example:Promo>ngcigareJes,alcoholanddrugs.

ProductPromo:on

Appropria>on

It’sthefairrepresenta>onandgivingcredittoadesign

whencreditisdue.

Ex:ShepardFaireyborrowsfrompopularcultureandhisObamaposterin2008wascri>cizedforusinganAPphotobyMannyGarcia

takenin2004.

EditorialPerspec>ve

It’stheimageselec>onandplacementchoicesmadewhennewseventhasmorethanastoryline.

Ex:Editorshaddifficul>espu^ngtheimagesof

EllanGonzalez’sstoryonthecoverpagein1999.

FromWhereDidTheStoryStart?

Thetermwasfirstusedby“WilliamAddison

Dwiggins”in1922.Thehistoryofgraphicdesignmaybedividedintofiveeras:Pre-Gutenberg-Gutenberg-

Industrial-Ar>s>candDigital.

Pre-Gutenberg (before 1455) •  TheEgyp>answerethefirsttoproducemanuscriptsandwall

decora>onscombiningthewri>ngssystemwithillustra>ons.•  TheGreekscombinedofartandnatureontheirbuildings.

Gutenberg (1456-1760) ATertheinven>onofthecommercialprin>ngpress,less>mewasneededfortheproduc>onofleJeringbyhandleadingtodevelopmentoftypography,illustra>onandgraphicdesign.

GermansenlargedleJersandcoloredborders,whileromantypefacewascommonlyusedto

improvecredibility.

Industrial (1761-1890) •  Stream-poweredprin>ngpresses,mechanical

typese^ngmachinespromotedtheideaofgraphicdesignforadver>sing&withthe

introduc>onoflithography,theuseofimageandwordsbecameeasier.

•  RichardHoemadedevelopmenttopress,socolorlithographcouldbeeasilyreproduced.

•  NathanielCurrierandJamesLvesproducedover4000Colordrawings.

ThomasNastcartoonsonCivilWarforHarper’sWeekly

Magazine

NathanielCurrierandJamesM.Ives,“TheAssassina>onofPresidentLincoln:AtFord’sTheatreWashingtonD.CApril14,1865”.

Lithograph.1865.

ThefirstprintedphotomadewithahalTonewasashootforSteinwayHallandwaspublishedinNewYorkDaily

Graphicperiodical,onDecember2,1873.

TwoPhiladelphians,Max,andLouislevyintroducedahalToneplatein1893to

reproducehigherqualityofprintedimages.

Artistic (1891-1983) •  ThisperiodmergedartstylesandgraphicdesignwithvarioustechnologicaladvancesincludingthehalTonephotographicscreenprocess,colorlithography,mo>onpictures

andtelevision.•  Nineartmovementshadthemostinfluenceongraphicdesignandcanbecategorizedas

“freeform”and“grid”approach.

FreeFormApproaches1-ArtNouveau

•  Savedgraphicdesignfromthedarkagesoftheindustrialeraandwasintroducedaround1890.

•  InfluencedbyAsianvasespain>ngsandfrom

JapanandKorea.Bordersweremarkedbystylizedplantlikevinesandtypography.

•  Itwasheavilycri>cizedun>lthepopularityofHenrieMarieandRaymondDeToulouseLautrec.

•  IntheUS,MaxfieldParrishandWillBradleyproducedgraphicdesignforadsinmid1890’sandAuderyBeardsleyworkedinEngland.

2-Dada

•  In1916,EuropewaspreoccupiedwithhorrorsofWorldWarI.DADAemergedasacri>calexamina>onofsocialstructuresthatallowedsuchaneventtooccurexpressingragewithpoli>calleadersbyusingabsurdasymmetric

designs.

3-ArtDeco

•  En>tled“Thelastofthetotalstyles”,thenameistakenfroma1925exhibi>oninParis

•  MarkedwithstreamlinedshapesandcurvedsansseriftypographicalleJering.

•  USAdver>sersdidn’tlikethedesignatthebeginningcri>cizingitas“an>-u>litarian”,astheyfavoredfunc>onoverform.

•  Harper’sBazaarmagazinesigned10yearscontractwithERTE.

4-PopArt

•  ItcombinedtheorganicvinesofArtNouveauandthephilosophyofDadaasitwasrebelliousagainstthetradi>onalculturalvalues.

•  ThenamecomesfromagroupofLondonar>stswhometinmid1950’s.

•  Popmeans“popular”andit’salabelgiventoobjectsthatwereconsideredunworthyofar>s>caJen>onbutwerepartofsociety'spopularculture.

•  Designers:PeterMax-AndyWarhol,JasonMunn.

5-Punk•  Appearedinthelate1970’s&ini>allywas

calledneo-dada.•  Markedwithplacingoftypographyand

otherelementsinangry,rebelliousandrandomway.

•  Itwascri>caloflavishspendinghabits.•  Firstoutletsofthisformwereunderground

Zines,comicbooksandfashion.

6-NewWave•  “Punkisanhonestexpression,whileNewWaveisanew

packagingterm,”GaryPanter.•  FoundedbytheSwissWolfgangWeingartandAmericanApril

German.•  Markedwiththeeaseoftypographyandvisualmanipula>on

madepossiblebycomputertechnology.•  Obviousinthefilm>tlesbyTiborKalmanandAlexanderIsley

forthemovieSomethingWild(1986).•  InfluencedbymusicandfashionsuchasthebandsDepeche

Mode,DevoandPetShopBoys.

7-HipHop

Startedasafashion,graphicdesign,graffi>artanddanceaccompanimenttorapmusicin

1970’s.

GridApproaches1-DeS>jil

•  In1917severalDutchar>stsincluding“TheoVanDoesburg”and“PietMondrian”,perceivedtheuseofagridasawaytofinduniversalharmonyaTerworldwarI.

•  Theybelievedthatunemo>onaluseoflines,commonshapesandthecolorsred,yellowandbluewouldusherinanewutopianspritofcoopera>on.

•  DeS>jilmeans“thestyle”.•  “LeCorbusier”influencedthestyleandby1960’s,amodular

designnamedaTerhimdominatedthefrontpageslayoutofnewspaperswithhorizontalorienta>on.

2-Bauhaus

•  In1919,aworkshopwasconductedinGermanyunderthisname,whichmeans“ToBuild-Houses”.

•  Itemphasisonuseful,simple,andclearlydefinedforms.

•  Designers:PaulKlee-LaszloMoholyNagy-GyorgyKepeswhoinspiredSaulBass.

DigitalEra(1984-Present)ContemporaryTrends

D&ADMostAwardedAgency

CannesLionsWinner2014

WhatDoAllTheseLogosHaveinCommon?!

PaulRand

SaulBass

SaulBass:Mo>onGraphics

SaulBass:OscarWinningFilm

PantoneColorOfYear2016

DesignTrendsFor2015

ThankYou