1. Introduction to Graphic Design
Movement, Balance, Unity, Contrast, Emphasis, Line, and Color
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2. Graphic Design Elements
Graphic Design Elements: building blocks of graphics
Line
Color
Shape
Texture
Ask students if they can think of other types of balance: texture and no texture (smooth), size and scale, elements of a composition.
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3. Line
A Line is a path between two or more points. It can be the edge of a shape or any mark with length and direction.
Often it defines a space, and because of its loose definition, line can be technically found in almost every work of art and every object we view in every day life.
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4. Lines
Implied line is the effect juxtaposed lines or shapes create the within the negative space between. Another example of this would be a dotted or invisible line, where the viewers eye makes the connection between the gaps and perceives the fractured space as connected.
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5. Lines Lines can be straight or curved.
How are lines used in composition on the right?
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6. COLOR
THEORY
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7. 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.
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8. A hue produced by the addition of white.
Shade: A hue produced by the addition of black
Tint:
A hue produced by the addition of white.
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9. Color is the perceptual characteristic of light described by a color name.
Specifically, color is light, and light is composed of many colors—those we see are the colors of the visual spectrum: red, orange, yellow, green, blue, indigo and violet (ROY G BIV).
Objects absorb certain wavelengths and reflect others back to the viewer. We perceive these wavelengths as color.
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10. Color in Design Use color to label or show hierarchy.
Use color to represent or imitate reality.
Use color to unify, separate, and/or emphasize.
Use color to decorate.
Use color consistently.
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11. THE COLOR WHEEL
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12. Color and Contrast
Using color can enhance or detract from a composition.
Color wheels help determine which colors are in greatest contrast.
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13. Color Wheels Analogous colors are adjacent on the color wheel.
Complementary colors are opposite each other on the color wheel.
You can go back to slide 11 to illustrate analogous and complementary colors on the color wheel
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14. Primary Colors Secondary Colors
Tertiary Colors
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15. Analogous Colors: Those colors located close together on a color wheel
Analagous colors usually match extremely well, but they also create almost no contrast. They're good for very serene-feeling designs and artwork where you want viewers to feel comfortable.
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16. Complementary colors cancel each other out when mixed to create dark neutrals:
Complementary Colors: Those colors located opposite each other on a color wheel
When used together, complementary colors become extremely vibrant and have heavy contrast. They are useful when you want to make something stand out.
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17. Warm Colors: Colors such as red, yellow, and orange
Warm Colors: Colors such as red, yellow, and orange. These colors evoke warmth because they remind us of things like the sun or fire.
Cool Colors: Colors like blue, green, and purple (violet). These colors evoke a cool feeling because they remind us of things like water or grass.
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18. Neutral colors: In color theory, a color that is neither warm nor cool.
Neutral colors result from the combination of two complementary colors (e.g., red and green, blue and orange, and yellow and purple).
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20. Don’t forget the psychology of color . .
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21. Shapes
Shapes are enclosed objects which can be created by line, or by color and value changes which define their edges.
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22. Shapes A shape can also be created by positive and negative space.
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23. There are three different categories of shapes:
Organic Shapes - shapes that are associated with things from the natural world, like plants, animals or the human body. Shapes do not follow geometric patterns, they usually take on there on form.
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24. Geometric Shapes - shapes such as circles, triangles or squares have perfect, uniform measurements. These are basic shapes used in art composition that are used to construct other works.
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25. Amorphous Shapes - an ill-defined or arbitrary shape, these shapes my be abstract and not apparent to the eye. They also do not seem to have any boundaries. Literally means "without shape".
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26. Texture
Texture is the surface look of an object created by varying dark and light areas.
Roughness
Smoothness
Depth
Visual Texture: Visual texture uses line, point and shape, to create the illusion of texture. Visual texture is implied texture. The brain sees these patterns and interprets them as physical texture.
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27. Texture
How would you describe the textures below? – give one word examples
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28. Graphic Design Principles
Graphic Design Principles: ways in which elements are used together
Movement
Balance
Emphasis
Unity
Ask students if they can think of other types of balance: texture and no texture (smooth), size and scale, elements of a composition.
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29. Movement
Movement: 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
Ask students if they can think of other types of balance: texture and no texture (smooth), size and scale, elements of a composition.
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30. Lines Lines can indicate motion or direction.
How are lines used in compositions on this slide?
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31. Balance
Balance: 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
Ask students if they can think of other types of balance: texture and no texture (smooth), size and scale, elements of a composition.
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32. Balance in Composition
Three different types of balance when color, shape, and position
Symmetrical
Asymmetrical
Radial symmetry
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33. Symmetry is seen as the equality of visual weight distributed throughout an image. This can occur in any orientation as long as the elements are balanced on either side of the central axis in the piece.
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34. Symmetrical or Formal Balance
Can usually identify at least one of three lines of symmetry
Horizontal
Vertical
Diagonal
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35. Symmetrical Balance
The rectangle has three lines of symmetry: Horizontal (yellow), Vertical (blue), Diagonal (red)
The triangle only has one line of symmetry: center or in this orientation Vertical. You can draw two other lines of symmetry from any of the vertices to the center of the opposite side.
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36. Examples of Symmetrical Balance
The rectangle has three lines of symmetry: Horizontal (yellow), Vertical (blue), Diagonal (red)
The triangle only has one line of symmetry: center or in this orientation Vertical. You can draw two other lines of symmetry from any of the vertices to the center of the opposite side.
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37. Examples of Asymmetrical Balance
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38. Examples of Radial Balance
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40. Unity
Unity: the correct balance of composition or color that produces a harmonious effect.
What is the focus of the message?
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41. Unity
It is used to create a state of completeness in the composition, in which all the main elements flow together.
Logo on the right was created by a Biloxi high student for Dewey, Cheatum and Howell law firm.
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42. Emphasis Emphasis: to express with particular stress or force.
What message is stressed here?
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43. 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.
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