Published: November 19, 2018

    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



    • 2. Introduction to Graphic Design 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
    • 3. Basic Design Elements Basic Design Elements •Line •Shape •Value •Texture •Space •Color •Gestalt Principles
    • 4. Lines Lines •Begins with 4 lines edges of the page/screen •Type •Direction •Quality
    • 5. Shape Shape •Lines to create 3-D world •General outline of something •Geometric, Natural, Abstract •Design is the arrangement of shape. •Figure and Ground
    • 6. Geometric Shapes Geometric Shapes •Square- What does a square symbolize? •Circle- What does it symbolize? •Triangle- What does it symbolize?
    • 7. Grouping Shapes 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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    • 9. Value Value •Lightness/Darkness •Gives the image detail and texture •Contrast is the relative emphasis •Create Movement •Lead the Eye
    • 10. Texture 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
    • 11. Space (Size or Mass) Space (Size or Mass) •Need to hold content •Expectations •Mood and Emphasis •Contrast •Creating Balance
    • 12. Creating Balance Creating Balance •“Successful communication requires balance, the directing and conducting of visual tensions.” •Equal tension created by all elements pulling equally •Symmetry and Asymmetry
    • 13. Balance- Symmetry 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.
    • 14. Balance Asymmetry Balance Asymmetry •Balance thru contrast •Visual Weight- dominance of an object •Visual Direction- way the eye is drawn between elements
    • 15. Direction 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
    • 16. Intellectual vs. Visual Unity 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.
    • 17. Visual Dynamics Visual Dynamics •Top to bottom – comfort of gravity •Vertical and Horizontal- comfort in stability (diagonal lines- dynamic flux) •Left to right- comfort in reading
    • 18. Weight and Direction Influences Weight and Direction Influences •Location •Spatial Depth •Size •Texture •Isolation •Subject matter •Value •Shape •Structure •Color
    • 19. Color  Color •Color Wheel
    • 20. Properties of Color Properties of Color •Hue- name for the color •Value- degree of light/dark •Intensity or Saturation- purity and brightness
    • 21. Psychology of Color Psychology of Color •Colors evoke specific emotional responses (personal or universal) •Warm – Stimulate •Cool- Relax
    • 22. Psychology of Color 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
    • 23. Selecting Color 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
    • 24. Gestalt Principles 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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