Advertising & Illustration
Foundations
Formal Elements of Graphic Space
Defining Graphic Design
• Pervasive Art Form found Everywhere• Television to Packaging• Print, Film, Electronic Media• Visual Artifacts of our Environment • Popular Culture
What would the world look like without graphic design?
Designer’s Job
• To use text & Images and graphic elements to communicate.
• Visual-Verbal art expression.• Mediate between the client
with a message and the audience.
• To inform, persuade or sell.
Designer’s Goals
1. Understand the design problem.
2. Communicate a clear message to an audience.
3. Create a compelling or aesthetic design that will enhance the message.
Define DesignDesign is the arrangement of parts
into a whole.
words, pictures, lines, spaces, shapes
Graphic Designers need to know the fundamental elements and principles of design.
Formal Elements
• Lines: a mark made with a tool.
• Shape: general outline of something
• Color: Hue, Value & Saturation
• Value: high - low contrast
• Texture: actual or simulated
• Format: Brochure, poster, cards, book jackets, CDs, newspaper, magazines.
LINE vocabulary
• Consider type or attributes of a lineStraight-curved-angular
• Consider the direction of the lineHorizontal-vertical-diagonal
• Consider the quality of a lineBold-smooth-broken-thick-thin-regular-changing
Line Assignment #1
Starting Point
• Initials
• Space: pos/neg/white/edges
• Lines qualities
• Scale
• B/W & Color
• Pattern
• Font style
• Size: 8 inch square
Rubric
Quality A+13 B+10 C+7
Initials
Space
Line qualitites
scale
Color/BW
pattern
Font style
Size 8in.
total
Initials, letters, lines, shapes, space
Identity Branding
http://vimeo.com/8891049
http://vimeo.com/8891049
Executing a Brand
Identity Branding
http://vimeo.com/8891049
http://vimeo.com/8891049
Line Assignment #2
Exercise/Explore1. Divide the page 8x10” into four units.2. Draw a curved line from corner to corner
in each of the four units.3. Draw different lines of varying types and
qualities in the divided areas.Project/Create1. Create an illusion of space -a warp.2. Vary the distance, thickness and
direction of the lines.
DesignIt is all about Colors and Shapes
and of course about typography sometimes
http://vimeo.com/8891049
http://vimeo.com/8891049
What is a SHAPE?
• The general outline of an object defines its shape.• A shape is flat on a two dimensional plane.• A shape can be filled with color, tone or texture.• Shapes are created with lines.• We can translate three dimensional forms of the real
world into two dimensional shapes by describing their edges using lines.
Optical Illusion
SHAPE assignment #3
Exercise/design shapes1. Draw ten shapes that have similar qualities,
filled or open.
Project/Shape1. Draw three rectangles.2. Design shapes (black&white) that have similar
qualities in each rectangle.3. Arrange the shapes so that the viewer’s eyes
will move from one shape to the other easily.
COLOR
Do you have definite color preferences?• A Designer’s Color Pallet is:
• Powerful • Provocative • Printed
What is COLOR?
• Hue: the name of the color.• Value: the range of light to dark. Shades, tones,
tints are aspects of value.• Saturation: the brightness or dullness of a color.
Chroma and intensity are synonyms.• Schemes: primary, secondary, intermediate,
analogous, complementary, split complementary, double -split complementary, warm, cool, monochromatic.
Color Schemes
SecondaryPrimary
Color Schemes
TriadicIntermediate
Color Schemes
ComplementaryAnalogous
Color Schemes
Color Schemes
Double split complementary
Split complementary
Color Value
Tints
Shades
Value
Warm/cool
After effect/vibration
COLOR assignmentExercise/design shapes1. Identify color schemes on one printed page.2. Analyze the use of color in these examples in terms of
appropriateness for the subject matter, the audience and the feelings and ideas expressed or communicated.
Project/Color1. Draw a 9” square, divide into thirds.2. Look through a magazine and pull out every (red) color you can
find. (blue, green, yellow)3. Arrange the colors around the grid with the purest color in the
center.4. Use the pantone matching systems numbers to match one of
these colors. Identify it on the Suggestions Handout.
VALUE ContrastTrees in fog, Cramer Half Moon, Ansel Adams
In Photography, value is determined by the range of tone in an image.
In Design, the relationship of one element to another in respect to lightness and darkness is called value contrast.
Visual Metaphors, Luba Lukova
Studio
The Nature Company, Gerald Reis & Co,
VALUE
Which font looks larger?
VALUE
VALUE
TEXTURE
FORMAT
Principles of Design
• Balance
• Emphasis
• Rhythm
• Unity
Graphic Space
• Positive space
• Negative Space
• Illusion of Space• Project/Spacial Investigations• xxxxxxx
Typography
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