® Copyright 2008 Adobe Systems Incorporated. All rights reserved. ® 1 INTRODUCTION TO GRAPHIC DESIGN MOVEMENT, BALANCE, UNITY, CONTRAST, EMPHASIS, LINE, AND COLOR

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. Vector Graphic  Different from pixel-based images, a vector graphic …  Uses points, lines, curves, and shapes (or polygons)  Based on mathematical equation  Translates to a much smaller file size  Can be enlarged without losing quality  Does not use pixels 2

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 3 Graphic design elements  Graphic design elements are the building blocks of graphics.  Line  Color  Shape  Texture

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 4 Lines  Lines can be straight or curved.  How are lines used in the composition on this slide?

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 5 Color definitions  Hue is another word for color.  Chroma 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.

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 6 Color and contrast  Using color can enhance or detract from a composition.  Color wheels help determine which colors are in greatest contrast. Use Kuler from Adobe Labs to try out new color schemes:

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 7 Color wheels  Analogous colors are adjacent to each other on the color wheel.  Complementary colors are opposite each other on the color wheel.  Contrasting colors are separated from each other by other colors; the further apart, the more the contrast.

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 8 Color in design  Use color to label or show hierarchy.  Use color to represent or imitate reality.  Use color to unify, separate, or emphasize.  Use color to decorate.  Use color consistently.

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. Color Representations  Cool Colors  blue, green, turquoise, gray, silver, white  calming effect  Warm Colors  red, pink, yellow, gold, orange, black, brown  create excitement or even anger; convey emotions from simple optimism to strong violence  red has even been shown to raise blood pressure! 9

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. Color Representations  Mixed Warm & Cool Colors  Purple, lavender, green, turquoise, beige  Can calm and excite  Neutral Colors  Black, white, silver, gray, brown, ivory, beige  Good backgrounds  Unify diverse color palettes  Help to put focus on other colors or tone down colors that might otherwise be overpowering on their own 10

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 11 Shapes  Shapes are enclosed objects that can be created by line or created by color and value changes that define their edges.

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 12 Texture  Texture is the surface look of an object created by varying dark and light areas.  Roughness  Smoothness  Depth

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 13 Graphic design principles  Graphic design principles are ways in which elements are used together.  Movement  Balance  Emphasis  Unity

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 14 Movement  Movement is the use of lines, color, and repetition to create the illusion of motion.  Curved forms or lines  Repetition of geometric forms  Fuzzy lines or outlines

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 15 Lines  Lines can indicate motion or direction.  How are lines used in the composition on this slide?

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 16 Balance  Balance is the act of comparing or estimating two things, one against the other, and the contrast between:  Empty space (white space) and filled space  Text and images  Color and no colors and different colors  Textures against flat colors

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 17 Balance in composition  There are three different types of balance when using color, shape, and position:  Symmetry  Asymmetry  Radial symmetry

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 18 Symmetrical or formal balance  You can usually identify at least one of three lines of symmetry.  Horizontal  Vertical  Diagonal

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 19 Symmetrical balance

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 20 Examples of symmetrical balance

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 21 Examples of asymmetrical balance

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 22 Examples of radial balance

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 23 Unity  Unity: The correct balance of composition or color that produces a harmonious effect.  What is the focus of the message?

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 24 Emphasis  Emphasis: To express with particular stress or force.  What message is stressed here?

® Copyright 2008 Adobe Systems Incorporated. All rights reserved. 25 Summary  The basis of good graphic design is use of design elements and their thoughtful application in the form of design principles.  Clearly identify what you are trying to accomplish — use design to convey your message.  Brainstorm alternatives.