1. Introduction to Design
module 1
Introduction to Design

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

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

4. 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?

5. The History of Design

6. Design originates from the earliest pictorial forms of human writing.

7. First Computer Graphics
Boeing Aircraft, 1960 – no screens!

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

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

10. Design Today

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

12. Elements and Principles of Design

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

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

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

16. 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

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

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

19. 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

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

21. 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

22. 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.

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

24. Balance
White space = luxury

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

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

28. Repetition
Movement is simulated by combining repetition with rhythm.

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

30. Proximity

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

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

33. 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.

34. Alignment

35. 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.

36. 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.

38. 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.