THOUGHT YOU

SHOULD KNOW

Graphic design’s purpose is to create a message..THERE ARE MANY WAYS OF COMMUNICATING GRAPHIC DESIGN ITS PURPOSE TO CREATE

A MESSAGE BY : EDUCATING , INFORMING, INTSTRUCTING , MOTIVATING & INSPIRING.

ALL OF THE ABOVE CAN BE TOLD OR SHOWN THROUGH A CERTAIN TONE OF VOICE:

HUMEROUS , PLAYFUL , SERIOUS & EDUCATIONAL

Graphic designers need

to be aware of the

primary colours

cymk

S h o rt f o r Cya n - M a g e n ta - Y e l l o w - B l a c k , C M Y K i s a c o l o r

m o d e l i n w h i c h a l l c o l o rs a r e d e s c r i b e d as a m i x t u r e o f

t h e s e f o u r p r o c e s s c o l o rs . C M Y K i s t h e s ta n d a r d c o l o r

m o d e l u s e d i n o f fs e t p r i n t i n g f o r f u l l - c o l o r d o c u m e n t s .

cymk rgb

R G B i s t h e c o l o r s c h e m e t h at i s as s o c i at e d w i t h e l e c t r o n i c

d i s p l ays . r g b c o m b i n e s t h e p r i m a ry c o l o rs , r e d , g r e e n a n d

b l u e , t o c r e at e a va r i e t y o f d i f f e r e n t c o l o rs . p h o t o e d i t i n g

p r o g r a m s u s e t h e R G B c o l o r m o d e b e ca u s e i t o f f e rs t h e

w i d e s t r a n g e o f c o l o rs .

ITS IMPORTANT NOT TO OVER POWER YOUR WORK WITH MORE THAN 3 TYPEFACES

S e m i o t i c s h as a m e a n i n g w h i c h t h e o bj e c t n o t

o n ly c o n ta i n s t h e i n f o r m at i o n , b u t a ls o ca r ry a n

e m o t i o n a l i m pa c t f o r t h e a u d i e n c e . H u m a n s e n s e s

w i l l cat c h t h e s i g n a l a n d t h e n p u l l t h e i m p r e s s i o n

t o t h e b r a i n w h i c h l e a d s t o a c o n c l u s i o n s u bj e c t i v e

m e a n i n g s d e p e n d i n g o n t h e p e rs p e c t i v e o f e a c h

a u d i e n c e . E v e ry d ay m a n y o f t h e s i g n s t h at c o n s u m e d

v i s u a l ly , h e r e t h e a p p l i cat i o n o f s e m i o t i c s i n t o p l ay ,

s u c h as o n e o n a p u b l i c a d v e rt i s e m e n t , i t d r e w t h e

at t e n t i o n o f t h e c o m m u n i t y f o r o n c e t o o k i n t e r e s t i n

t h e a d v e rt i s i n g m e s sa g e .

SEMIOTICS

Sym b o l - sym b o li s es a ro o ster

s i g n- Its a s i g n /m as cot fo r

N a n d o s fo o d r estau ra nt.

s i g n i fi er- po rtu ga l , fo o d ,

qua lity & c u ltu r e

lets get visualV i s u a l Sy n e c d o c h e - T h i s t e r m i s a p p l i e d w h e n a pa rt i s

u s e d t o r e p r e s e n t t h e w h o l e , o r v i c e v e rsa . Q u i t e s i m p ly

, t h e m a i n s u bj e c t i s s u b s t i t u t e d f o r s o m e t h i n g t h at i s

i n h e r e n t ly c o n n e c t e d t o i t .

V i s u a l M e ta p h o r - A v i s u a l m e ta p h o r i s u s e d t o t r a n s f e r

t h e m e a n i n g f r o m o n e i m a g e t o a n o t h e r . m e ta p h o r c o n v e rt s

a n i m p r e s s i o n a b o u t s o m e t h i n g r e l at i v e ly u n fa m i l i a r by

d r aw i n g a c o m pa r i s o n b e t w e e n i t a n d s o m e t h i n g fa m i l i a r .

lets get visualV i s u a l M e t o n y m - A v i s u a l m e t o n y m i s a sy m b o l i c i m a g e t h at

i s u s e d t o m a k e r e f e r e n c e t o s o m e t h i n g w i t h a m o r e l i t e r a l

m e a n i n g , t h e t w o i m a g e s b e a r a c l o s e r e l at i o n s h i p , b u t a r e

n o t i n t r i n s i ca l ly l i n k e d .

v i s ua l m eta ph o rsynecdoche v i s ua l m eto n ym

T H E FO U R D I FFER ENT W EI G HTS

G OT H I C FO N TS A R E SA N-S ER I F A N D S I M P LE I N FO R M.

B LO C K FO N TS A R E D ES I G N ED TO B E U S ED O N A LA RG E S CA LE EG. N EWS PA P ER H EA D ERS.

S C R I PT FO N TS ATT EM PT TO R EP RO D U C E CA LLI G R A P H Y FO R M S.

RO M A N FO N TS A R E STA N DA R D S ER I F FO N TS.

TH E FO U R D I FFER ENT W EI G HTS

SCRIPT

GOTHIC BLOCK

ROMAN

whats the difference?

SANS SERIF

t y p e fa c e - T h i n k o f a t y p e fa c e as t h e ' d e s i g n ' o f t h e d e s i g n

o f t h e a l p h a b e t , t h e s h a p e o f t h e l e t t e rs t h at m a k e u p t h e

t y p e s t y l e . T h e l e t t e rs , n u m b e rs , a n d sy m b o ls t h at m a k e

u p a d e s i g n o f t y p e .

f o n t - T h i n k o f a f o n t as t h e d i g i ta l f i l e t h at c o n ta i n s /

d e s c r i b e s t h e t y p e fa c e . T h i n k o f t h e f o n t as a l i t t l e p i e c e

o f s o f t wa r e t h at t e l ls t h e c o m p u t e r a n d p r i n t e r h o w t o

d i s p l ay a n d p r i n t t h e t y p e fa c e .

SERIF

T h e r e a r e t w o g e n e r a l cat e g o r i e s o f t y p e fa c e s : s e r i f

a n d sa n s s e r i f . Sa n s s e r i f t y p e fa c e s a r e c o m p o s e d

o f s i m p l e l i n e s , w h e r e as s e r i f t y p e fa c e s u s e s m a l l

d e c o r at i v e m a r ks t o e m b e l l i s h c h a r a c t e rs a n d m a k e

t h e m e as i e r t o r e a d . H e lv e t i ca i s a sa n s s e r i f t y p e a n d

T i m e s R o m a n i s a s e r i f t y p e .

Led t r ac k i n g & K er n i n g .. I t was u s ed to p u t a ga p b etw een

t h e lett ers i n t h e p r i n t i n g p r ess.W h at m a k es a fo n t

r ea da b le - lea d i n g s i z e , i n-b etw een & a ro u n d.

Leg i b i li ty I s t h e d eg r ee to w h i c h g ly p h s i n t ext a r e

u n d ersta n da b le o r r ec o g n i sa b le bas ed o n a p p ea r a n c e.

R ea da b i li ty I s t h e eas e i n w h i c h t ext ca n b e r ea d a n d

u n d ersto o d. I t i s i n flu en c ed by li n e len gt h , p r i m a ry,

s ec o n da ry , lea d i n g j u st i fi cat i o n , ty p esty le , k er n i n g

t r ac k i n g po i n t s i z e ect.

'Acc d ro i n g to a r es eac r h at C m a b r i d g e U n rv ei s ity, it d s eo n't m atter i n wa ht o d r er th e lteters i n a w ro d a r e. Th e o lny i a po rtm nt ti h n g i s ta ht th e fi s rt a n d lsat lteter b e i n th e r i h gt plca e.Th e rs et ca n b e a ttoa l m s es a n d yo u ca n s litl ra ed it w ut h o it pr lb o em. Ti h s i s b c eau s e th e h ua m n m n i d d eo s n ot ra ed eev ry leettr by ites lf, b ut th e w ro d as a w h o le.'

picas

points

Point is the size of a letter:

1 point = 1/72 inches 25.4/72mm 0.3527mm

12 points = 1 pica

"Pi ca" r efers to a u n it o f m eas u r em ent equa l to 1/6 o f a n i n c h o r 1 2 po i nts.

Pi ca a n d po i nts ca n b e u s ed i nterc h a n g ea b ly a n d m a ny typo g ra ph ers u s e pi ca as th ei r sta n da r d u n it o f m eas u r em ent.