Introduction to Graphic DesignIntroduction 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
LinesLines •Begins with 4 lines edges of the page/screen •Type •Direction •Quality
ShapeShape •Lines to create 3-D world •General outline of something •Geometric, Natural, Abstract •Design is the arrangement of shape. •Figure and Ground
Geometric ShapesGeometric Shapes •Square- What does a square symbolize? •Circle- What does it symbolize? •Triangle- What does it symbolize?
Grouping ShapesGrouping 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
ValueValue •Lightness/Darkness •Gives the image detail and texture •Contrast is the relative emphasis •Create Movement •Lead the Eye
TextureTexture •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
Space (Size or Mass)Space (Size or Mass) •Need to hold content •Expectations •Mood and Emphasis •Contrast •Creating Balance
Creating BalanceCreating Balance •“Successful communication requires balance, the directing and conducting of visual tensions.” •Equal tension created by all elements pulling equally •Symmetry and Asymmetry
Balance- SymmetryBalance- Symmetry •Traditional balance thru mirrored images left to right •The traditional book •Good is looking for a “quiet sense of order”, tradition and stability.
Balance AsymmetryBalance Asymmetry •Balance thru contrast •Visual Weight- dominance of an object •Visual Direction- way the eye is drawn between elements
DirectionDirection •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
Intellectual vs. Visual UnityIntellectual 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.
Visual DynamicsVisual Dynamics •Top to bottom – comfort of gravity •Vertical and Horizontal- comfort in stability (diagonal lines- dynamic flux) •Left to right- comfort in reading
Weight and Direction InfluencesWeight and Direction Influences •Location •Spatial Depth •Size •Texture •Isolation •Subject matter •Value •Shape •Structure •Color
Properties of ColorProperties of Color •Hue- name for the color •Value- degree of light/dark •Intensity or Saturation- purity and brightness
Psychology of ColorPsychology of Color •Colors evoke specific emotional responses (personal or universal) •Warm – Stimulate •Cool- Relax
Psychology of ColorPsychology 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
Selecting ColorSelecting 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
Gestalt PrinciplesGestalt 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