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Lesson 6

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Charen Reposposa
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128 views19 pages

Lesson 6

Uploaded by

Charen Reposposa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Graphic Design

Fundamentals
Living in the IT Era
What is Graphic Design?
● Graphic Design is a process in which we use typography, images, colors,
icons and other illustrations to communicate visually.
● This term was first coined by William Addison Dwiggins on 1992 as he called
himself a “graphic designer”.
● However, graphic design is a thousand-year-old craft which dates back to
ancient cave drawings.
● The fundamentals of graphic design varies from PowerPoint presentations,
web/mobile applications, posters, logos, and even paintings.

The basic elements of graphic design are the following:


• Lines
• Shapes
• Form
• Texture
• Balance
● Line - A line is a kind of shape which connects two or more points. It is also
considered as one of the essential element of graphic design.
- Lines can be thick, thin, curved, or jagged.

These attributes include:


• Weight
• Color
• Texture
• Style
Shape
A shape is a two-dimensional external boundary of an object. Any object outline that
has
height and width can be considered as a shape.

There are two (2) major categories of shapes in design:


• Geometric – these are regular and mathematical shapes.
• Organic – these are freeform shapes.

Shapes can be used in organizing or dividing contents, create illustrations, and in


adding interest to one’s work/design.
Form
● A form is a three-dimensional shape. Shadows, perspective, depth, and sometimes
texture creates a form. Without these attributes, a form is just a shape or series of
shapes.
● Plain images/objects and flat designs can be enhanced by adding shadows or lightings to
create an illusion of a form.

Texture
● Texture refers to the physical quality of the surface of an object in an artwork or design.
● It also refers to how an object look or feels like.
● An object might be smooth, rough, shiny, hard, or soft.
Texture can be used for:
• Establishing visual value or a focal point in an artwork.
• Having contrast within a design
• Making an artwork visually balanced.

Balance
● Visual balance is the creation of visual equilibrium by relating elements such as line,
shape, color, space or form in terms of their visual weight.
1. Symmetrical balance. From the name itself, symmetrical balance, which
includes radial symmetry is when both two sides of a piece are equal.
2. Asymmetrical balance. Both sides of your composition does not contain the
same
elements but contain almost the same visual weight.
Branding and Identity
Branding is simply what people thinks about you, your company, your product or your
service.

For example, we think of Albert Einstein as the epitome of intelligence, and that is
how he was branded.

● Identity or visual identity is the visual representation of a brand.


It can be in a form of image, choice of color or typography, and
many more.

For example, we quickly recognize the company and its


service but just looking at its logo, typeface, or color combinations.
Lucidpress (2018) enumerated the seven steps to creating a brand identity design:
1. Establish clear purpose and positioning. Recall why you or your
company exists, who your target audience are, and what makes you or your
service unique from your competitors.

2. Conduct thorough market research. Having a deep analysis on your


target audience on what their personalities are which will lead you to the next
step.
3. Get a personality. Based on your research, determine your brand’s
personality. Brand personality make a huge impact on the visuals of your
marketing materials.

4. Create a polished logo. In creating your logo, it should be simple,


scalable, and
memorable. Observe the logos of famous companies like Amazon, Google,
and IBM. What do these logos have in common?

5. Create an attractive color pallete. Your color pallete should be simple


and contain one to three primary colors. Once you have established your color
pallete, you may play with their color family. For example, if you choose blue
as you primary color, you may use sky blue, baby blue, and other colors under
the blue family to support your primary color.
6. Select professional typography. When selecting fonts, it is important to
consider these Things:

Do not make it fancy. Fancy typefaces only make your text confusing.
Example:

b. Don’t mix fonts/typefaces. Do not mix fonts or typefaces in a word or


sentence as it may give mixed interpretations to your audience.
Example:
c. Mix contrasting fonts/typefaces. This is not similar to the
above item. This
means you may use serif typefaces for your product title
and sans serif for the
Subtitle.
Example:

7. Choose on-brand supporting graphics. Your brand identity


should have a visual library
that include icons, images/photographs, design assets, and
other supporting graphics.
Layout and Composition
● Layout and composition are the building blocks of design.
● These two focus on the arrangement of your objects or elements on your design.
● Your good texts, images, or other elements in the graphic will turn to waste if your
layout is not well-composed.
● There are five basic principles of layout and composition:
1. Proximity
2. White Space
3. Alignment
4. Contrast
5. Repetition
Proximity
● Proximity is the process of placing related elements
together.
● Elements that are not related to that group should
be separated to show that these elements are not
related to that group.
● In design, block texts or graphics that are related
should be grouped together to make your design
easier to understand.
White Space
● White space is not literally the white spaces that you found on the design but rather
the negative space between lines, paragraphs, and element on the design.

● There are two types of white space:


○ Micro white space. Mini spaces between paragraphs, lines, menu items,
or othern elements in a design composition.
○ Macro white space. Large spaces between contents and elements.

● Hedge (2017) listed some of the importance of white space in design.


● 1. Improved comprehension. Spaces between lines in a paragraph makes the
content
● legible and easily scanable to the readers/viewers.
2. Focus and attention. Macro white spaces help guide the
viewers to the focus area in the design.
3. Increased interaction rate. If used wisely, white space in
design helps the viewer to get the message quickly even
without looking at the instructions.
4. Guide the user through local grouping. White space helps you to achieve
the proximity
of your design.
5. Branding and Design Tone. Let us look back at the steps of brand identity
design, the
way how are you going to apply white spaces in your design helps you create your
own
brand’s personality.
6. Creates a breathing space for users. A lot of people believe that in design,
one must
maximize the space by putting contents on it. Having enough white space makes
your eye rest, helps us breathe and not to be overwhelmed with the information.
Alignment
● Alignment helps designers to organize different elements in their
composition.
● This is similar to the alignment that we see in MS Word or other productivity
tools.
● Effective use of alignment give your composition a definitive structure and
a creative balance.
● Alignment may be left, centered, right, or justified.

Contrast
● Contrast means one element is opposite to the other element.
● This does not only apply to colors, but to typeface and size of elements as
well.
● Contrast helps you to catch the viewer’s eye, create a direction, or giving
emphasis to something.

Repetition
● Repetition simply means to use of the same typefaces, color palettes, or
other elements to achieve consistency in your composition.
● This create unity in your composition or make your projectsconnected to
each other.
THANKS!
CREDITS: This presentation template was created by Slidesgo,
and includes icons by Flaticon, and infographics & images by
Freepik

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