1. INTRODUCTION TO GRAPHIC DESIGN MOVEMENT, BALANCE, UNITY, CONTRAST, EMPHASIS, LINE, AND COLOUR

2. Elements of design Elements are the building blocks of any design.
Line
Colour
Shape
Texture
Space
Form
Tone

3. Lines Lines can be straight or curved.
How are lines used in the composition on this slide?

4. Colour definitions Hue is another word for colour.
Chroma is the intensity or purity of colour.
Tint is a colour mixed with white.
Tone is a colour mixed with gray.
Shade is a colour mixed with black.

5. Colour and contrast
Using colour can enhance or detract from a composition.
colour wheels help determine which colours are in greatest contrast.
Use Kuler from Adobe Labs to try out new colour schemes:

6. Colour wheels
Analogous colours are adjacent to each other on the colour wheel.
Complementary colours are opposite each other on the colour wheel.

7. Tone
Tone is the ‘value’ of a colour. We speak about tone when we discuss ‘light’ and ‘dark’.
Pictures can be made entirely from tone, without colour.
Tone in black and white (mono tone)

8. Colour in design Use colour to label or show hierarchy.
Use colour to represent or imitate reality.
Use colour to unify, separate, or emphasize.
Use colour to decorate.
Use colour consistently.

9. Shapes
Shapes are enclosed objects that can be created by line or created by colour and value changes that define their edges.

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

11. Form
Form also refers to an element of art that is three-dimensional (height, width, and depth) and encloses volume.
3D Shape

12. Design principles
Design principles are ways in which elements are used together.
Balance
Emphasis (contrast and proportion)
Dominance
Unity (proximity and repetition)
Pattern
Movement

13. 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
colour and no colours and different colours
Textures against flat colours
Ask students if they can think of other types of balance: texture and no texture (smooth), size and scale, elements of a composition.

14. Balance in composition
There are three different types of balance when using colour, shape, and position:
Symmetry
Asymmetry
Radial symmetry

15. Symmetrical or formal balance
You can usually identify at least one of three lines of symmetry.
Horizontal
Vertical
Diagonal

16. Symmetrical balance
The rectangle has three lines of symmetry: Horizontal (blue), Vertical (red), Diagonal (yellow).
The triangle has only 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.

17. Examples of symmetrical balance

18. Examples of asymmetrical balance

19. Examples of radial balance

20. Emphasis Emphasis: To express with particular stress or force.
What message is stressed here?

21. Emphasis (contrast and proportion)
Contrast: the state of being strikingly different from something else in juxtaposition or close association.
Proportion: comparative relation between things or magnitudes as to size.

22. Dominance Dominance: visual weight of an element.
The dominant part of a composition is the one that stands out
What do we focus on?

23. Unity
Unity: The correct balance of composition or colour that produces a harmonious effect.
Relationship between the individual parts and the whole of a composition
Wholeness, or sense of belonging.
Unity can be created by repeating elements on the page, harmonious colour schemes, shapes and patterns.
What is the focus of the message?

24. Pattern
Pattern: Repetition can take the form of an exact duplication (pattern), a near duplication, or duplication with variety.

25. Movement
Movement is the use of lines, colour, and repetition to create the illusion of motion.
Curved forms or lines
Repetition of geometric forms
Fuzzy lines or outlines

26. Lines Lines can indicate motion or direction.
How are lines used in the composition on this slide?

27. 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.