1. The Art of Graphic Design
Chapter 2

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

3. a path on a 2 dimensional plane
Line
a path on a 2 dimensional plane

4. Shape
When lines meet

5. shape with depth or volume
Form
shape with depth or volume

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

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

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

9. 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

10. 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)

11. 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

12. Psychology of Color

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

14. 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

15. 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.

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

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

18. 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.

19. Color Psychology Articles
Logo Critiques
Logo Design Color Psychology
About Logo Design
Express Logo Design
Logo Blog
Skyje
Company Logos