Art & Graphic Design The Visual Elements
What is Graphic Design?
Definition of Graphic Design Graphic design is the process and art of combining text and graphics to communicate an effective message in the design of logos, posters, and any other type of visual communication.
Design a visual language, a heighten awareness of the way the world looks; i.e. it’s a way of seeing that is different from what is just physically there. Ex: Henri Matisse vocabulary and rules
Art vs Design Merriam-Webster Dictionary Definition of Art and Design: design: to create, fashion, execute, or construct according to plan art: the conscious use of skill and creative imagination especially in the production of aesthetic objects
Main Components of an Artwork Subject: the depicted object(s) Form: visual organization Content: the subject matter
Form & Content Piano Lesson, Henri Matisse, 1916Music Lesson, Henri Matisse, 1917
Elements of Art and Design 1. Line 2. Mass 3. Color 4. Texture 5. Light 6. Space
THE USE OF LINE IN ART & DESIGN Leonardo da Vinci Line is a path traced by a moving point. Willem De Kooning
THE USE OF LINE IN ART & DESIGN Picasso Line drawing studies College Textbook Cover for International Business Cover conveys concepts of movement, transparency and the intersection of cultures within international business today.
THE USE OF LINE IN ART & DESIGN Lines can be used to record the borders of forms Blond Waiting, Roy Lichtenstein, 1964 Best Buddies, Keith Haring
THE USE OF LINE IN ART & DESIGN Lines can be used to create depth and texture: a good example of this is in the process of modeling. Self-Portrait, Vincent Van Gogh
LINE QUALITY Lines can have infinite variety Different lines can create different moods Horizontal lines / Vertical lines / Angular lines / Curved lines
THE FUNCTION OF LINE IN ART Lines can be used to convey direction as well as to indicate motion The Biglin Brothers Racing, Thomas Eakins,
Form is a visual organization of the artwork. It is the way a thing looks – the shape, proportion, balance, harmony of it’s parts, etc. Art vs Design – FORM & SPACE
Advertising Campaign for an iPod Shuffle Typographic Rendition of Robert Indiana’s artwork LOVE (computer software) LOVE / sculpture, Robert Indiana, 1976
Shape is a two-dimensional form. It occupies an area with identifiable boundaries. Boundaries can be created by line, a shift in color, texture, etc. DEFINITION OF SHAPE classical still life / lemonsCubist Still Life, Roy Lichtenstein
Objects - positive shapes. Spaces around objects - negative spaces. FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE)
Classic Dutch Still Life
Rubin’s vase FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE)
an image inspired by Rubin’s Vase FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE)
POSITIVE SHAPES & NEGATIVE SPACE IN ART Negative Space Illustrations by Noma Bar
POSITIVE SHAPES & NEGATIVE SPACE IN ART An illustration by M.C. Escher
A Mass is a three-dimensional form that occupies a volume of space. Ex: Mass of clay, the mass of a mountain, etc. Shapes and masses can be roughly divided into two categories: geometric and organic. DEFINITION OF MASS geometricorganic
Artists often use implied shapes to add unity to their artwork. IMPLIED SHAPES The Madonna of the Meadows, Rafael, 1505
In 1666 Isaac Newton passed a ray of sunlight through a prism 1)Rays refracted into different colors 2) Rays arranged in the order of the colors of the rainbow 3) What we perceive as color is reflected light rays COLOR
Complimentary Colors: across from each other Analogous Colors: next too each other COLOR WHEEL
First Steps, Vincent Van Gogh COMPLIMENTARY or ANALOGOUS?
Henry Matisse
ATTRIBUTES OF COLOR Value Relative lightness or darkness of a color. Hue Hue is the pure color. The generic name of the color.
BRAVO warmer cooler WARM AND COLD COLORS
DKNY Ad: “Be Delicious!” by Gabriel Goldberg, 2008
Which box would you like to pick up? “HEAVY” & “LIGHT” COLORS
The Blind Man’s Meal, Pablo Picasso, 1903 (left) Acrobat and Young Harlequin, Pablo Picasso, 1905 (right) Exercise #1
Exercise #2
Exercise #3