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Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 GDF 111 Graphic Design Fundamentals

2 Defining Graphic Designing

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Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

GDF 111 Graphic Design Fundamentals

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Intro to Graphic Design

• Definition of Graphic Design• Some Basics• Design Process• Graphic Design Fundamentals

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Defining Graphic Design

• Not about Software (just tools)• Visual Communication/ Functional Art• Problem Solving• “Information Architects”• “…The designer conceives, plans, and executes

designs that communicate a specific message to a specific audience within given limitations…”

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Some Basics

• Logos- simplified forms• Contrast- attention• Visual Hierarchy- comprehension• Layout- organization• Integrating Type and Image• Visual Themes

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

The Design Process

• Defining the Problem• Research (Audience, Constraints, Goals)

– Build your Visual Vocabulary- search for samples– Build on the work of others- combine in a new original way

• Thumbnails• Roughs• Comprehensives• Presentation• Ready for Press

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

It Starts With Creativity

• Good design is created with a basic understanding of:

- Design processes

- Theories and concepts of design• Designer/client relationship governs the entire

design process

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Graphic Design

• The process and art of combining text and graphics and communicating an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Building Blocks of Graphic Design • The five elements of lines, shapes, mass,

texture, and color are the building blocks of design for desktop publishers.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Lines• Sometimes a designer uses a line alone to

divide or unite elements on a page. • Lines can denote direction of movement (as in

diagonal lines and arrows) or provide an anchor to hold elements on a page (such as lines at the top, bottom, or sides of a page).

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Lines

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Shapes• Circle, square, and triangle are the three basic

shapes used in graphic design. • Perhaps the most familiar shape to desktop

publishing is the square (and rectangle). • Paper is rectangular. Most text blocks are square or

rectangular. • While you may encounter printed projects cut into

other shapes, most circles, triangles, and freeform shapes in desktop published materials are found on the page within the graphics or in the way the elements are placed on the page.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Shape The logo uses implied

shape and lines to create the E and the beebody. This practice of implied shape is often referred to as Gestalt theory, which basically states that you can infer a whole by only seeing its parts. There really is nothing to that bee body other than three lines, but you see the striped body of a bee because your mind says you should.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Shape Typography can take

shape, too. With weight (bold, light), leading, size, style (regular, italic), tracking or kerning, and word wrap, you can control the shape your type takes. Also pay attention to the shape of your body copy and remember that you can wrap it around images or make it take on shapes of its own to incorporate it into the rest of the design.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Mass• Mass is size. • There is physical size and visual size. • Size can be relative. • A physically small brochure can have a great

deal of mass through the use of heavy text and graphic elements.

• A physically large brochure can appear smaller, lighter by using text and graphics sparingly

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Mass It is easy to distinguish

the header from the headline, byline, sub headers and body copy. This is because they vary in size and your eye is naturally drawn to the largest element first. Note the drop cap, too; it’s a great way to indicate where the reader should start and an example of using size to direct the viewer’s eye.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Texture• For desktop publishing, actual texture is the

feel of the paper. • Is it smooth to the touch or rough? • Textures can also be visual. On the Web,

especially, backgrounds that simulate familiar fabrics, stone, and other textures are common

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Texture• Free People integrates the

unique textures and patterns of its textiles, so the design not only is a great example of texture, it’s also an excellent use of incorporating the product into the design. The textures used in this site give it a very earthy, down-home, yet semi-exotic feeling.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Color• Color can be used to elicit specific emotions and

reactions. • Red is typically thought of as an attention-grabbing,

hot color. • Blues are more calming or convey stability. Some

color combinations are used to create a specific identity (corporate colors, school colors) or may be used in conjunction with texture to simulate the look of other objects (the look of plain paper wrapping or neon lights, for example).

• Color may provide cues for the reader.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Fundamentals of Design

• Design elements– Line, Shape, Value,

Color, Texture, Space

• Design principles– Balance, Proximity,

Alignment, Unity, Emphasis, Rhythm

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

• We have a catalog in our brains that filters the information.

• How the eye sees and the brain organizes to give meaning.

• Big Idea- Purposeful use to create meaningful designs

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Basic Design Elements• Line• Shape• Value• Texture• Size• Color• Gestalt Principles

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Lines

• Begins with 4 lines-

edges of the page/screen• Type• Direction• Quality

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Shape• Lines to create 3-D world• General outline of something• Geometric, Natural, Abstract• Design is the arrangement of shape.• Figure and Ground

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Geometric Shapes

• Square- What does a square symbolize?

• Circle- What does it symbolize?

• Triangle- What does it symbolize?

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Grouping Shapes

• Shapes affected by surrounding shapes• Begin to understand by identifying overall

pattern• Tend to recall letters if grouped in words.• Group marks into recognizable/repeating

shapes is the simplest way to perceive

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Figure and Ground

• What is the object and what is the background?

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Figure and Ground-Categories

• Stable• Reversible• Ambiguous

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Figure and Ground-Conditions

• Enclosed area• Textured area• Convex• Simplicity• Familiarity• Lower Half (gravity)• Black tendency

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Value

• Lightness/Darkness• Gives the image detail and texture• Contrast is the relative emphasis• Create Movement

• Lead the Eye

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Texture• Tactile- actual paper• Visual-– Objects in Photos– Photoshop effects– Pictures of Textures– Symbolic Textures

• Choose textures that relate to the concept of the piece and are appropriate to the design

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Size or Mass

• Need to hold content• Expectations• Mood and Emphasis• Contrast• Creating Balance

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Creating Balance

• “Successful communication requires balance, the directing and conducting of visual tensions.”

• Equal tension created by all elements pulling equally

• Symmetry and Asymmetry

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Balance- Symmetry• Traditional balance

thru mirrored images left to right

• The traditional book• Good is looking for a

“quiet sense of order”, tradition and stability.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Balance Asymmetry• Balance thru contrast• Visual Weight-

dominance of an object• Visual Direction- way

the eye is drawn between elements

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Direction

• How to move thru the information?• Text and Images are intentionally placed to

direct the viewers eye and to achieve visual unity

• How do we get them to look at what we want and see the connections?

• Use of contrast and unity

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Intellectual vs. Visual Unity

• “One is thinking of subject matter (intellectual unity); the other is looking at the design (visual unity).”

• Intellectual is idea and word• Visual is placement for the eye• Ideally work together to create the message.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Visual Dynamics• Top to bottom – comfort of gravity• Vertical and Horizontal- comfort in stability

(diagonal lines- dynamic flux)• Left to right- comfort in reading

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Weight and Direction Influences

• Location• Spatial Depth• Size• Texture• Isolation

• Subject matter• Value• Shape• Structure• Color

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Color• Color holds the most critical appeal to

emotions out of all the elements of design!

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Complementary Colors Pick a color on the color wheel

then draw a straight line across the color wheel, this is the color’s complement. These colors are basically opposites. On the wheel we started with yellow and its complement or opposite is violet. The complementary colors are used to offset the main color and are thought to complete each other.

There are also split complementary colors which means that once you pick the complimentary you choose one of the colors next to it giving it a more subtle look.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Analogous Colors This is when you choose a color

on the color wheel that is next to the color you are choosing. If we choose yellow the analogous colors would be yellow green and yellow orange. This type of color choice is great when you don’t want to match the exact color or if you want to use your art work and/or accessories to create the dramatic colors in the room highlighting the art.

Quite often neutrals are used when highlighting the art work such as white, off whites, grays and browns, even black.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Triad Colors Choose a color on the color

wheel then draw an equilateral triangle to find the two other colors. You will notice that each color has 3 colors between them to form the triangle. Let’s choose violet, the other two colors will be orange and green. These colors would be the secondary colors. The approach organizes the colors in terms of purity but can be a little more difficult to work with.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Color • This packaging uses the colors orange and green, two pieces of a triad (purple would be the other one). This produces an interesting and often unexplored combination; it’s not quite a complimentary, but the colors still go well together.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Color-

• Color Wheel

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Properties of Color

• Hue- name for the color• Value- degree of light/dark• Intensity or Saturation- purity and brightness

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Psychology of Color• Colors evoke specific

emotional responses (personal or universal)

• Warm – Stimulate• Cool- Relax

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Psychology of Color

• Associations- personal and cultural– Red- aggressive, sexual, national color

• Example- sports car– Blue- authoritative (darker), cleanliness and honesty

(middle), overall calming color• Example- power blue suit

– Yellow- warmth, good health and optimism… (in the past-weakness and cowardliness)• Example- food packaging

– Green- natural, environment, soothing and cooling• Example- cigarettes

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Selecting Color

• Cultural Color Associations• The profile of the audience and its color preference• The character and personality of the organization

presented• The designers personal relationship to the color• An awareness of current color trends

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Understanding Electronic Color

• RGB vs CMYK

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Gestalt Principles• Whole is the sum of its parts• Each part is influenced by those around it.• The eye seeks to create a whole– Similarity– Proximity– Continuation– Closure– Figure and Ground

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4