introduction to graphic design we have a catalog in our brains that filters the information. how the...
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Introduction to Graphic Design
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
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Basic Design Elements
Line Shape Value Texture Space Color Gestalt Principles
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Lines
Begins with 4 lines-
edges of the page/screen Type Direction Quality
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Shape Lines to create 3-D world General outline of something Geometric, Natural, Abstract Design is the arrangement of shape. Figure and Ground
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Geometric Shapes
Square- What does a square symbolize?
Circle- What does it symbolize?
Triangle- What does it symbolize?
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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
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Value
Lightness/Darkness Gives the image detail and texture Contrast is the relative emphasis Create Movement
Lead the Eye
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Texture Tactile- actual paper Visual-
Objects in PhotosPhotoshop effectsPictures of TexturesSymbolic Textures
Choose textures that relate to the concept of the piece and are appropriate to the design
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Space (Size or Mass)
Need to hold content Expectations Mood and Emphasis Contrast Creating Balance
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Creating Balance
“Successful communication requires balance, the directing and conducting of visual tensions.”
Equal tension created by all elements pulling equally
Symmetry and Asymmetry
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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.
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Balance Asymmetry
Balance thru contrast Visual Weight-
dominance of an object
Visual Direction- way the eye is drawn between elements
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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
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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.
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Visual Dynamics
Top to bottom – comfort of gravity Vertical and Horizontal- comfort in stability
(diagonal lines- dynamic flux) Left to right- comfort in reading
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Weight and Direction Influences
Location Spatial Depth Size Texture Isolation
Subject matter Value Shape Structure Color
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Color-
Color Wheel
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Properties of Color
Hue- name for the color Value- degree of light/dark Intensity or Saturation- purity and
brightness
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Psychology of Color
Colors evoke specific emotional responses (personal or universal)
Warm – Stimulate Cool- Relax
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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
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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
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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
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