Graphic Design

Computer Graphics

• Images that are generated by a computer

• Examples are photographs, drawings, chart,

logo, navigation button, painting, photographs,
line art, graphs, diagrams, typography, numbers,
symbols, geometric designs, maps, engineering
drawings, or other images

• Graphics often combine text, illustration, and

color
Graphics can be:

• Black and White

• Grayscale
• Color
• Still
• Animated
Graphics can:

• Illustrate or demonstrate
procedures
• Clarify data
• Convey ideas
• Tell stories
• Add visual appeal
 Types of Graphics
Raster Graphics

• Also known as bitmap graphics that consist of grids

of tiny dots called pixels
• Each pixel is assigned a color
• Can be a continuous-tone image, such as a
photograph.
• Bitmap graphic editors are called paint programs
• Enlarging a bitmap graphic may cause the image to
lose crispness and clarity
 Types of Graphics

Raster Graphics
Vector Graphics

• use mathematical formulas to define lines,

curves, and other attributes
• Generally much smaller than raster graphic files
• Vector graphic editors are called draw programs
• Do not lose clarity as you enlarge them
• Appear as bitmaps on computer monitors
because computer monitors consist of pixels.
Vector Graphics
Graphics File Formats

• GIF (Graphics Interchange Format)

• JPEG (Joint Photographic Experts Group)
• PNG (Portable Network Graphics)
• TIFF (Tagged Information File Format)
• PIC (PICTure)
• BMP (bitmap)
• TGA (Targa)
File Formats
Graphic Design Fundamentals

Graphic Design

 process and art of combining text

and graphics and communicating an
effective message in the design of
logos, graphics, brochures,
newsletters, posters, signs, and any
other type of visual communication
Basic Elements
Line

• A shape that connects two or more

points
• It can be fat, thin, wavy, or jagged
• Lines appear frequently in design
• For example: in drawings and
illustrations, graphic elements like
texture and patterns
Line
Line
• also common in text composition for
emphasis, divide or organize contents,
and guide the viewer’s eye.
Line
When working with lines, pay attention to
things like weight, color, texture, and style
Shape
• Any two-dimensional area with a
recognizable boundary

Two Distinct Categories:

- geometric, regular shape
- organic, the shapes are more freeform.
Uses of shapes in visual design
 Form
• When a shape becomes 3D, we call it a
form
• can be a three-dimensional and exist in the
real world or they can be implied, using
techniques like light, shadow, and
perspective to create the illusion of depth.
Form
• In 2-dimensional design, form makes realism
possible
• Examples of 2D (shape) and 3D (form):
Form
• In everyday compositions, the purpose of form
is the same, but on a smaller scale
• For example a simple shadow can create the
illusion of layers or give an object a sense of
place
• Basic forms can bring a touch of realism to your
work – a powerful tool when used in moderation
Texture
• the physical quality of a surface
Texture
• Like form, it can be 3-dimensional (something
you can see or touch)
• it can be implied (suggesting that it would have
texture if it existed in real life).
Texture

• In design, texture adds depth and tactility to

flat images
• Objects can appear smooth, rough, hard, or
soft, depending on the elements at play.
Texture

• For beginners, textures make great background

images and can add a lot of interest to your
work
• You may find texture in unexpected places like
distressed fonts and smooth, glossy icons
• Just be careful not to go overboard
• Too much texture in a single design can quickly
become overwhelming
Balance

• equal distribution of visual weight

• can be affected by many things

including color, size, number, and
negative space
Symmetrical Balance
• designs are the same or similar on both
sides of an axis
• The design is balanced because each
side is effectively the same (if not
identical).
Asymmetrical Balance
• designs are different but the weight is
still evenly distributed
• The composition is balanced because
it calls attention to the right things
Rule of Thirds
• This imagines your work area divided into
3 x 3 grids
• The focal point of the image is placed on
or near one of these lines creating visual
balance with the rest of the space.
The fundamentals of design are all about the
bigger picture which means:

learning to appreciate the many small

details that make up every composition
Color Theory

Color plays a vital role in design and everyday life

• can draw your eye to an image, evoke a certain

mood or emotion, and even communicate
something important without using words at all
• It can help you feel confident in many different
situations whether it’s choosing color for a
design or putting together the perfect outfit
Color Theory

Hue - also known as color

Saturation - refers to intensity whether the

color appears more subtle or more vibrant

Value - how dark or light the color is, ranging

from black to white
Color Theory
Monochromatic
• This formula uses one color or hue only.
• Just pick a spot on the color wheel and use your
knowledge of saturation and value to create
variations.
• The best thing about monochromatic color schemes
is that they’re guaranteed to match.
Analogous
This color scheme uses colors that are next to
each other on the wheel like reds and oranges
Complementary
This formula uses colors that are opposite each
other on the wheel, for instance red and green
Split-Complementary
It is a color scheme that uses the colors on either
side of the complement. This gives you the same
level of contrast but more colors to work with and
potentially more interesting results..
Triadic
• This color scheme uses three colors that are
evenly spaced, forming a perfect triangle on
the wheel
• These combinations tend to be striking
especially with primary or secondary colors.
Tetradic
• This color scheme forms a rectangle on the
wheel, using not one but two complementary
color pairs.
• This formula works best if you let one color
dominate while the others serve as an accent.
Dos and Don’ts
1. Do not use colors that seem to vibrate when
they’re placed next to each other. The solution
is to tone it down by adjusting its lightness,
darkness, or saturation.
2. Readability is an important factor in any
design. Your colors should be legible and easy
on the eyes.
3. Do not use color in every little detail. Neutral
colors like black, white, and grey can help you
balance your design, so when you use color, it
really stands out.
Dos and Don’ts
4. Every color sends a message. It’s
important to consider the tone of your
project, and choose a color palette that fits.
The right color depends on the context. For
example: bright colors tend to have a fun or
modern vibe desaturated colors often
appear more business-like
5. You can use a web resources to browse
color palettes or generate your own
Layout and Composition

• foundation of design
• give your work structure and make it
easier to navigate, from the margins on
the sides to the content in between
Five Basic Principles

Proximity
• Using visual space to show relationships in your
content
• Related items are grouped together, for example
block of text or elements in a graphic
• Groups that are not related to each other should be
separated to visually emphasize their lack of
relationship
Proximity
White Space
• It means negative space like spaces
between content, between lines, and even
the outer margins.
• There are no guidelines to use white space
correctly but it’s good to understand its
purpose.
• White space helps you define and separate
different sections, it gives the content room
to breathe.
White Space
Alignment

• Arrangement in a straight line, or in

correct or appropriate relative positions
• Arranged content inside a grid
• Without consistent alignment, your work
could start to feel disorganized
Alignment
Contrast
• It means that one item is different from
another
• In layout and composition, contrast can
help to catch reader’s eye, create
emphasis, and call attention to something
important
• Some strategies in creating contrast are
using contrasting color, size, shape, or
visual weight of an object and contrasting
styles of text
Contrast
 Repetition
• It means every project should have a consistent
look and feel that means finding ways to reinforce
the design by repeating or echoing certain
elements.
• if you have a specific color palette, look for ways
to carry it through.
• If you’ve chosen a special header style, use it
every time.
• being consistent can also make your work easier
to read.
Repetition
Branding and Identity

Branding is what other people think about you, your

company, your product, or your service.

Visual Identity is what that brand looks like, from your

logo to your color choices and so much more. Visual
identity is like a preview of your brand. Each part of
the design is a clue that tells the viewer what to
expect.
Main Components

Logo
• It identifies the brand using a particular mark, type
design or both
• The most effective logos tend to be fairly simple –
something viewers will recognize
• It must not be pixelated, distorted or too small to read.
• Keep a master copy that is sharp, high quality and big
enough for any project.
Main Components

Color
• Color helps define brand in a very powerful way
• It can make a strong impression to the viewers as
well as unity when used across multiple projects
or platforms.
Main Components

Typography
• Text is one of the simpler aspects of identity but it can
be surprisingly expressive
• Most brands choose 2 to 3 fonts often inspired by the
logo
• Creative fonts should be chosen with care and should
be a reflection of your unique visual identity
Main Components
Images
• Images are huge part of building a unique identity
• Every photo, graphic, icon, and button is a chance to
showcase your brand and shape the way that it’s
perceived
• Avoid images that feel generic or obviously staged.
• Avoid images that lack of context or appear frequently
in other brand’s design
• Choose images that seem genuine and feature
authentic people, places and things
Main Components