Introduction to Design module 1 Introduction to Design

Module Objectives What is the difference between elements and principles of design? How can I use principles of design to make communication more effective?

What is Graphic Design? (n) Visual communication by a skillful combination of text and pictures in advertisements, magazines, books, etc.

Questions for Discussion What is the purpose of design? What are the major elements of design? How is design used today? How has design changed throughout history?

The History of Design

Design originates from the earliest pictorial forms of human writing.

First Computer Graphics Boeing Aircraft, 1960 – no screens!

Sketchpad, 1963 The user could interact with an onscreen image with a kind of digital pen.

The first true GUI (Graphical User Interface) was introduced in 1978. WYSIWYG

Design Today

Purpose of Design The purpose of graphic design is COMMUNICATION. To communicate effectively, we need good design.

Elements and Principles of Design

Design Elements Elements are the building blocks of design. These are the tools that designers use to create a project. Line Color Shape Texture

Lines Lines can be straight or curved. Created by mathematical equations How are lines used in the composition of these images?

Color Use color to: show hierarchy (arranging objects to show importance and relationship) make images more realistic unify, separate, or emphasize elements

Color Saturation is the intensity or purity of color. Tint is a color mixed with white. Tone is a color mixed with gray. Shade is a color mixed with black. Color Wheel Relationships

Shapes Shapes are enclosed objects that can be created by lines or by colors that define their edges.

Texture Texture is the surface look of an object created by varying dark and light areas. Roughness Smoothness Depth

Principles of Design Design principles are ways in which elements are used together. Think of these like the “rules” of design. Contrast Balance Repetition Proximity Alignment Unity

Contrast Contrast is a noticeable difference between elements in a design. Color wheel relationships Different shapes Size changes Smooth and rough textures

Balance Created through the symmetry or contrast between: White space and filled space Text and images Color and no colors and different colors Textures against flat colors Balance Balance is the act of comparing two things, one against the other

Balance Also called Negative Space White Space is space that is unused on the page. Also called Negative Space It allows your design space to “breathe” so the page is not too cluttered.

Balance White space is also very important when laying out text and images together.

Balance White space = luxury

Balance and Contrast Color with… Black and White Text Images and Graphics Texture Solid Color White Space Filled Space

Repetition Repetition of colors, shapes, and textures makes your design feel unified. Especially important in designs that have many pages, like textbooks and websites.

Repetition Movement is simulated by combining repetition with rhythm.

Proximity Proximity means grouping similar elements together. Objects become single unit Shows relationships

Proximity

Alignment Alignment is the arrangement of elements in a line. It draws the eye along an invisible line to focus the reader’s attention.

Alignment Symmetry is when objects are aligned proportionally on opposite sides of a focal point. Asymmetry is when objects are not aligned proportionally.

Alignment The Rule of Thirds is a rule of alignment. Two horizontal and two vertical lines are evenly spaced to form nine boxes. Important information is aligned at the four intersections of the lines.

Alignment

Alignment Alignment also refers to the arrangement of text on a page. This text is left aligned. That means the left edge is straight, while the right edge is slightly broken. This text is right aligned. That means the right edge is straight and the left edge is broken. This text is center aligned. That means each row is lined up so that their center points meet. This text is justified. That means that the words are spaced out so that both the left and right edges are straight.

Harmony Achieved by combining the previous 5 principles. Harmony means the correct balance of composition or color that produces a unifying effect. Achieved by combining the previous 5 principles.

Summary Good design is achieved by thoughtfully applying the elements of design while following the design principles. Clearly identify what you are trying to accomplish — use design to convey your message. Brainstorm alternatives. Try to see more possibilities beyond your first idea.