The Art of Graphic Design Chapter 2

Building blocks that define visual expression Elements of art Building blocks that define visual expression Line Shape Color Texture Value Form Space

a path on a 2 dimensional plane Line a path on a 2 dimensional plane

Shape When lines meet

shape with depth or volume Form shape with depth or volume

the way a surface appears to feel Texture the way a surface appears to feel

empty or open areas around or with a work of art Space empty or open areas around or with a work of art

Created by wavelengths of light. Color Created by wavelengths of light.

Color, value, and Light Color is created by wavelengths of light Our brain interprets a range of colors called a spectrum Red, yellow, orange, green, blue, indigo, and violet. Color is determined by the amount of light an object reflects or absorbs No color reflected back = black

The process of the absorption of color is called the subtractive process Subtractive primaries – red, yellow, blue All 3 mixed = black = absence of color All light absorbed-no color reflected back to your eyes Additive primaries – they create white light when mixed together. Red, green, blue (computer screen)

2 primaries mixed creates a secondary color Ex. red + blue = purple The secondary color directly opposite a primary is its complementary color. Ex. Orange & Blue If you put them together you can’t focus on both at the same time primary primary primary

Psychology of Color

is the degree of lightness or darkness of a color Value is the degree of lightness or darkness of a color

The Principles of Design Online Balance – Gravity is the main force, a state of balance is a state of stability Symmetrical – the same basic elements are used in the same position on both sides Asymmetrical – stability created by using different elements on each side of the composition, but doing in such away that creates a sense of equilibrium Movement and Rhythm – Repetition - Repeated lines, shapes or colors that makes a composition seem to jump or swirl Rhythm - Repeated lines and shapes used to create patterns that suggest rhythm Emphasis – makes one element or principle more noticeable than another Unity – use the same colors throughout Variety – uses many different colors, textures, shapes or lines Pattern – repeats basic elements Alternating, grid, Random Proportion – the size relationships between the parts of an object Contrast – extreme difference between two things The Principles of Design Online

More Principles of Design Expression – the emotional, cultural, or social content of a design. Closure – seeing an unfinished form or shape as completed in the mind’s eye Illusion– false belief about something you see. Optical Illusion– makes you think you are seeing one thing, when in fact you are seeing another.

Even More Principles of Design Symbols – images that stand for ideas. Ex. Numbers & letters Abstract – does not closely resemble anything from the real world.

Symbolic Communication Pictures, colors or shapes that you see regularly that communicate information.

Assignment Split up into teams of 3 or 4 Choose your team color Choose one of the articles on the following page Every group must do a different article let me know which one your group is doing 1st come, 1st serve Create a PowerPoint explaining the article Save as Color Psychology Then find a logo Put it at the end of your PowerPoint analyze the logo you chose using the information that you have learned about color and space. Create your own team logo using the information you have learned & put on the last slide of the PowerPoint Place all of your names on the last slide and submit to the Student Folder - Puryear’s Class- Graphic Design- Completed Work folder.

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