Graphic Design Theory and Some Ideas
Content
Graphic Design Theory. There are many specialist areas of design that use a variety of
tools, however these basic principles are a common foundation on which all great work is produced.
Design Principles in graphic design.
Successful design employs solid conceptual ideas, the result of a thorough brief and the initial creative process. It's in the application of these ideas that the design really takes its shape. During this time the designer has a set of guidelines in their toolkit that they consciously use to develop their design.
The five design principles: Balance provides stability and structure to a design. Balance is the consideration of visual weight
and importance. It is a way to compare the right and left side of a composition. Balance revolve into three basic types, Formal balance, Asymmetrical balance/ informal balance, and Radial Balance.
Hierarchy creates organisation and direction. Also known as Variety - You create variety
when elements are changed. Repeating a similar shape but changing the size can give variety and unity at the same time. Keeping the same size, but changing the color can also give variety and unity at the same time. In visual composition, there are many ways you can change something while simultaneously keeping it the same. Size Variation can apply to shape, form, etc. Notice how size can affect how close or far something can appear to be from the viewer.
Contrast is the most effective way to emphasise and generate impact with a design. Synonymous with Depth - effects of depth, space, projection toward the viewer add interest.
A linear perspective in the real world make things looks smaller in the distance. Some artists try to avoid depth by making large things duller and small things brighter, and so on, to make the objects contradict realism. Many artists don't believe in realism even though they could do it if they wanted to. It seems too boring to them. Realism wouldn't be art for some artists.
Repetition unifies & strengthens a design by tying together otherwise separate parts.
Repetition - Some ways to use Repetition of the Visual Elements are:
o
o
Repetition can be used on all of the Visual Elements. If things are repeated without any change they can quickly get boring. However, repetition with variation can be both interesting and comfortably familiar. Repetition gives motion. Variation can be used with all of the visual elements. See "Variety" above. You can do this with all the elements. Artists do this all the time.
Alignment creates a sharper, more unified design. The whole point of the alignment principle is that
nothing in your slide design should look as if it were placed there randomly. Every element is connected visually via an invisible line. Where repetition is more concerned with elements across a deck of slides, alignment is about obtaining unity among elements of a single slide. Even elements that are quite far apart on a slide should have a visual connection, something that is easier to achieve with the use of grids. When you place elements on a slide, try to align them with another element. Many people fail to make an effort to apply the alignment principle, which often results in elements being almost aligned but not quite. This may not seem like a big deal, but these kinds of slides look less sophisticated and overall less professional. The audience may not be conscious of it, but slides that contain elements in alignment look cleaner. And assuming other principles are applied harmoniously as well, your slides should be easier to understand quickly.
Typography in
Graphic Design
Good design uses type in a constructive and visually effective way. It creates balance and hierarchy to deliver a clear message that has impact. Visual communication has existed for hundreds of thousands of years. Whether it be a coffee table book on gardening, an Art Nouveau sign for the Metro in Paris or an ancient inscription on a column in Rome, typography plays a significant role in getting the message across to its audience. It requires great typographic skill to design something with type that is clear, simple and visually arresting. Shillington College teaches the basics of technical typography, the correlation of art movements and type, the role of design principles and type, through to its usage with the applications InDesign, Illustrator and Photoshop. Every lesson is another step in understanding that successful design is about good typography.
Colour in graphic Design.
Visually, the sensation of colour affects us more than anything else. It has the remarkable ability to alter our moods and, when used in graphic design, can evoke a range of, often sub-conscious, emotional responses. Colour psychology and colour trends are important areas of consideration for a graphic designer. What colour would you apply to an annual report for a major financial corporation, a sign that signifies danger or a poster advertising an exhibition for Picasso? How about the menu for a juice bar? Designers are given the responsibility to create and apply a colour scheme as a major part of answering a brief.
Some Ideas About
Composition and Design
Elements, Principles, and Visual Effects
Everybody immediately responds to subject matter in art. In addition to subject matter*, the formal aspects of visual composition are like the grammar of a language. In writing, a story is written with words - subject matter. Like good literature and good poetry is more than words and subject matter, art is more than pictures. The organization, the sentence structure, the style, and so on can make or break a good story. In art, the way the formal elements are arranged can make or break a good picture idea. "Subject matter" is similar to "topic" or "content" when teaching art. "Content" may also include interpretations that go beyond the obvious subject matter used by the artist. Content generally includes "symbolic" meanings implied by the work The use of design principles applied to the visual elements is like visual grammar. When children learn art, it is like learning to read and write the language of vision. When they develop a style of expressing visual ideas, it helps them become visual poets. Looking for the visual effectsof design principles does not have to limit an artist's options. It can focus an artist's experimentation and choice making
Six
Visual Elements
(art elements) .
We think of the elements as the basic visual material with which to make art. Is hard to imagine anything visual without the use of one or more of these elements. We think of the principles as ways to work with and arrange the elements.
Visual Effects
When we analyze artwork we often start with visual effects. We notice something happening. Then we try to figure out why it happens.
•
Motion. Motion isn't a principle. It is one those magic effects when a still picture has motion. There are lots of ways to get motion.
MOTION EXAMPLES Sometimes it has to do with orientation.
o
A diagonal line is more dynamic than a horizontal or vertical line.
Sometimes motion depends on the character of the element itself.
o o
A straight line may be less dynamic than a zigzag or a curving line. A blended area may appear to flow.
Depth. Depth is another magic effect. Illusion and magic are two threads of the same cloth. DEPTH EXAMPLES Sometimes the illusion of depth has to do with orientation.
o
If you want a chair or person to appear further away, away, you can place them higher on the picture plane.
Sometimes the illusion of depth depends on the character of the element itself.
o
o
A warm color can appear to project and cool color can appear to recede, other things being equal. A light tone (value) can appear appear to project and dark tone can appear to recede. recede
Color scheme
Color schemes are often described in terms of logical combinations of colors on a color wheel. Different types of schemes are used. Monochromatic color scheme A monochromatic color scheme consists of different values of one single color. These color schemes are easy to get right and can be very effective, soothing and authoritative. authoritative They do, however, lack the diversity of hues found in other color schemes and are less vibrant.
Primary, secondary, and tertiary color schemes scheme A primary color scheme consists of the three primary colors (red, yellow, and blue) and their tints, shades, and tones. A secondary color scheme is the same as a primary scheme, but consists of the secondary colors: orange, green, and violet.
A tertiary color scheme is made up of tertiary colors. Tertiary colors are made of a primary color mixed with a secondary color that is next to it; for example, a color such as yellow-orange or blue-green. Analogous color scheme Analogous colors are colors that are adjacent to each other on the color wheel. Some examples are green, yellow green and yellow or red, red violet and violet. Analogous color schemes are often found in nature and are pleasing to the eye. The combinations of these colors give a bright effect in the area, and are able to accommodate many changing moods. When using the analogous color scheme, one should make sure there is one hue as the main color. Complementary color scheme. Complementary colors are colors that are opposite each other on the color wheel, such as blue and orange, red and green, purple and yellow. Complementary color schemes have a more energetic feel. The high contrast between the colors creates a vibrant look, especially when used at full saturation. Complementary colors can be tricky to use in large doses. Split-analogous color scheme An analogous color scheme includes a main color and the two colors one space away from it on each side of the color wheel. An example is red, violet, and blue.
Split-complementary color scheme A split complementary color scheme includes a main color and the two colors on each side of its complementary (opposite) color on the color wheel. These are the colors that are one hue and two equally spaced from its complement. To avoid fatigue and maintain high contrast, this color scheme should be used when giving powerpoint presentations, or when using a computer for an extended period of time. Additionally, certain colors should not be mixed, like red and green. Colors that should be used are red/violet and yellow/green.
Triadic color scheme Triad color schemes are formed by three equally spaced colors on the wheel. An example is red, blue and green - spaced with two colors between.
Tetradic color scheme The rectangle or tetradic color scheme uses four colors arranged into two complementary pairs. This rich color scheme offers plenty of possibilities for variation. Tetradic color schemes works best if you let one color be dominant. You should also pay attention to the balance between warm and cool colors in your design.
Neutral color scheme A color scheme that includes only colors not found on the color wheel, called neutrals, such as beige, brown, gray, black, and white. Accented neutral color scheme A color scheme that includes neutral colors, like white, beige, brown, gray, light brown or black, and one or more small doses of other colors (e.g. brown and beige with blue, gray and black with red). Warm and cool color schemes Warm colors range from red to yellow. This includes red, red-orange, orange, yellow-orange, and yellow. Cool colors, however, range from green to violet, including green, blue-green, blue, blue-violet, and violet. Yellow-green and red-violet are considered neither cool nor warm, as they are in between the two - in the case of yellow-green, for example, yellow is a warm color and green is a cool color. The color yellow-green is composed of both a warm and cool color, so it cannot be classified as either one. The same applies for red-violet.
The Rule of Thirds
The rule of thirds is a guideline that is used to create more engaging paintings, photographs, designs and cinematography. In rule of thirds the design is divided into nine imaginary parts by two equally-space horizontal and two equally spaced vertical lines. See below:
When creating art using the rule of thirds subject matter gets aligned on the lines or utilizes the hot spots (areas circled above). See below:
Aligning subject matter with the four points circled and/or the lines creates more tense andengaging composition than simply centering the subject matter. Design examples that utilizerule of thirds:
Note: All resources are taken from the web. All copyrights are due to the respective authors. This info sheel is for reference only.
Graphic Design Rules
Know the rules before you break them! Design is informational Though form and function does not necessarily improve the content of your message it can improve the ease with which it is accessed--and design can effect how well it is understood. Design is a visual language Use icons as prompts - On paper, scissors mean to cut something out, a clock means time-sensitivity, a knife and fork means food, and so on. Think of innovative ways to spare words and prompt action with illustrations. Design makes a statement Make it informational - A book typically contains editorial information – to entertain or to educate--not to sell. You can do the same by mixing your selling message within the editorial coverage of your subject. Design leads the viewer’s eye Guide the reader - Use subheads and visuals to draw the reader through your booklet. Words and visual cues tell the reader where they are and help them focus on one subject at a time. Use icons instead of words People from any language can understand them. Plus, you don't need to read anymore, instead you lead the viewer's eye to what is important. Design follows rules such as balance, contrast, dominance, harmony, rhythm and unity. Be stylistically consistent - Try to stick to one illustration style throughout. Using images from different sources can degenerate into a patchwork. You can for example double your image - The small version of this illustration conveys the message it was designed to. The large version is a design element used to echo the idea and add interest to the page. Things to keep in mind: Everything on a page should align with something else Repetition reminds the viewer Use enough white space When space is a premium, drop smaller and less important graphics When in doubt, don’t use it Don’t let graphics distract from the message Use few fonts (preferably no more than two different fonts on one page)
tools, however these basic principles are a common foundation on which all great work is produced.
Design Principles in graphic design.
Successful design employs solid conceptual ideas, the result of a thorough brief and the initial creative process. It's in the application of these ideas that the design really takes its shape. During this time the designer has a set of guidelines in their toolkit that they consciously use to develop their design.
The five design principles: Balance provides stability and structure to a design. Balance is the consideration of visual weight
and importance. It is a way to compare the right and left side of a composition. Balance revolve into three basic types, Formal balance, Asymmetrical balance/ informal balance, and Radial Balance.
Hierarchy creates organisation and direction. Also known as Variety - You create variety
when elements are changed. Repeating a similar shape but changing the size can give variety and unity at the same time. Keeping the same size, but changing the color can also give variety and unity at the same time. In visual composition, there are many ways you can change something while simultaneously keeping it the same. Size Variation can apply to shape, form, etc. Notice how size can affect how close or far something can appear to be from the viewer.
Contrast is the most effective way to emphasise and generate impact with a design. Synonymous with Depth - effects of depth, space, projection toward the viewer add interest.
A linear perspective in the real world make things looks smaller in the distance. Some artists try to avoid depth by making large things duller and small things brighter, and so on, to make the objects contradict realism. Many artists don't believe in realism even though they could do it if they wanted to. It seems too boring to them. Realism wouldn't be art for some artists.
Repetition unifies & strengthens a design by tying together otherwise separate parts.
Repetition - Some ways to use Repetition of the Visual Elements are:
o
o
Repetition can be used on all of the Visual Elements. If things are repeated without any change they can quickly get boring. However, repetition with variation can be both interesting and comfortably familiar. Repetition gives motion. Variation can be used with all of the visual elements. See "Variety" above. You can do this with all the elements. Artists do this all the time.
Alignment creates a sharper, more unified design. The whole point of the alignment principle is that
nothing in your slide design should look as if it were placed there randomly. Every element is connected visually via an invisible line. Where repetition is more concerned with elements across a deck of slides, alignment is about obtaining unity among elements of a single slide. Even elements that are quite far apart on a slide should have a visual connection, something that is easier to achieve with the use of grids. When you place elements on a slide, try to align them with another element. Many people fail to make an effort to apply the alignment principle, which often results in elements being almost aligned but not quite. This may not seem like a big deal, but these kinds of slides look less sophisticated and overall less professional. The audience may not be conscious of it, but slides that contain elements in alignment look cleaner. And assuming other principles are applied harmoniously as well, your slides should be easier to understand quickly.
Typography in
Graphic Design
Good design uses type in a constructive and visually effective way. It creates balance and hierarchy to deliver a clear message that has impact. Visual communication has existed for hundreds of thousands of years. Whether it be a coffee table book on gardening, an Art Nouveau sign for the Metro in Paris or an ancient inscription on a column in Rome, typography plays a significant role in getting the message across to its audience. It requires great typographic skill to design something with type that is clear, simple and visually arresting. Shillington College teaches the basics of technical typography, the correlation of art movements and type, the role of design principles and type, through to its usage with the applications InDesign, Illustrator and Photoshop. Every lesson is another step in understanding that successful design is about good typography.
Colour in graphic Design.
Visually, the sensation of colour affects us more than anything else. It has the remarkable ability to alter our moods and, when used in graphic design, can evoke a range of, often sub-conscious, emotional responses. Colour psychology and colour trends are important areas of consideration for a graphic designer. What colour would you apply to an annual report for a major financial corporation, a sign that signifies danger or a poster advertising an exhibition for Picasso? How about the menu for a juice bar? Designers are given the responsibility to create and apply a colour scheme as a major part of answering a brief.
Some Ideas About
Composition and Design
Elements, Principles, and Visual Effects
Everybody immediately responds to subject matter in art. In addition to subject matter*, the formal aspects of visual composition are like the grammar of a language. In writing, a story is written with words - subject matter. Like good literature and good poetry is more than words and subject matter, art is more than pictures. The organization, the sentence structure, the style, and so on can make or break a good story. In art, the way the formal elements are arranged can make or break a good picture idea. "Subject matter" is similar to "topic" or "content" when teaching art. "Content" may also include interpretations that go beyond the obvious subject matter used by the artist. Content generally includes "symbolic" meanings implied by the work The use of design principles applied to the visual elements is like visual grammar. When children learn art, it is like learning to read and write the language of vision. When they develop a style of expressing visual ideas, it helps them become visual poets. Looking for the visual effectsof design principles does not have to limit an artist's options. It can focus an artist's experimentation and choice making
Six
Visual Elements
(art elements) .
We think of the elements as the basic visual material with which to make art. Is hard to imagine anything visual without the use of one or more of these elements. We think of the principles as ways to work with and arrange the elements.
Visual Effects
When we analyze artwork we often start with visual effects. We notice something happening. Then we try to figure out why it happens.
•
Motion. Motion isn't a principle. It is one those magic effects when a still picture has motion. There are lots of ways to get motion.
MOTION EXAMPLES Sometimes it has to do with orientation.
o
A diagonal line is more dynamic than a horizontal or vertical line.
Sometimes motion depends on the character of the element itself.
o o
A straight line may be less dynamic than a zigzag or a curving line. A blended area may appear to flow.
Depth. Depth is another magic effect. Illusion and magic are two threads of the same cloth. DEPTH EXAMPLES Sometimes the illusion of depth has to do with orientation.
o
If you want a chair or person to appear further away, away, you can place them higher on the picture plane.
Sometimes the illusion of depth depends on the character of the element itself.
o
o
A warm color can appear to project and cool color can appear to recede, other things being equal. A light tone (value) can appear appear to project and dark tone can appear to recede. recede
Color scheme
Color schemes are often described in terms of logical combinations of colors on a color wheel. Different types of schemes are used. Monochromatic color scheme A monochromatic color scheme consists of different values of one single color. These color schemes are easy to get right and can be very effective, soothing and authoritative. authoritative They do, however, lack the diversity of hues found in other color schemes and are less vibrant.
Primary, secondary, and tertiary color schemes scheme A primary color scheme consists of the three primary colors (red, yellow, and blue) and their tints, shades, and tones. A secondary color scheme is the same as a primary scheme, but consists of the secondary colors: orange, green, and violet.
A tertiary color scheme is made up of tertiary colors. Tertiary colors are made of a primary color mixed with a secondary color that is next to it; for example, a color such as yellow-orange or blue-green. Analogous color scheme Analogous colors are colors that are adjacent to each other on the color wheel. Some examples are green, yellow green and yellow or red, red violet and violet. Analogous color schemes are often found in nature and are pleasing to the eye. The combinations of these colors give a bright effect in the area, and are able to accommodate many changing moods. When using the analogous color scheme, one should make sure there is one hue as the main color. Complementary color scheme. Complementary colors are colors that are opposite each other on the color wheel, such as blue and orange, red and green, purple and yellow. Complementary color schemes have a more energetic feel. The high contrast between the colors creates a vibrant look, especially when used at full saturation. Complementary colors can be tricky to use in large doses. Split-analogous color scheme An analogous color scheme includes a main color and the two colors one space away from it on each side of the color wheel. An example is red, violet, and blue.
Split-complementary color scheme A split complementary color scheme includes a main color and the two colors on each side of its complementary (opposite) color on the color wheel. These are the colors that are one hue and two equally spaced from its complement. To avoid fatigue and maintain high contrast, this color scheme should be used when giving powerpoint presentations, or when using a computer for an extended period of time. Additionally, certain colors should not be mixed, like red and green. Colors that should be used are red/violet and yellow/green.
Triadic color scheme Triad color schemes are formed by three equally spaced colors on the wheel. An example is red, blue and green - spaced with two colors between.
Tetradic color scheme The rectangle or tetradic color scheme uses four colors arranged into two complementary pairs. This rich color scheme offers plenty of possibilities for variation. Tetradic color schemes works best if you let one color be dominant. You should also pay attention to the balance between warm and cool colors in your design.
Neutral color scheme A color scheme that includes only colors not found on the color wheel, called neutrals, such as beige, brown, gray, black, and white. Accented neutral color scheme A color scheme that includes neutral colors, like white, beige, brown, gray, light brown or black, and one or more small doses of other colors (e.g. brown and beige with blue, gray and black with red). Warm and cool color schemes Warm colors range from red to yellow. This includes red, red-orange, orange, yellow-orange, and yellow. Cool colors, however, range from green to violet, including green, blue-green, blue, blue-violet, and violet. Yellow-green and red-violet are considered neither cool nor warm, as they are in between the two - in the case of yellow-green, for example, yellow is a warm color and green is a cool color. The color yellow-green is composed of both a warm and cool color, so it cannot be classified as either one. The same applies for red-violet.
The Rule of Thirds
The rule of thirds is a guideline that is used to create more engaging paintings, photographs, designs and cinematography. In rule of thirds the design is divided into nine imaginary parts by two equally-space horizontal and two equally spaced vertical lines. See below:
When creating art using the rule of thirds subject matter gets aligned on the lines or utilizes the hot spots (areas circled above). See below:
Aligning subject matter with the four points circled and/or the lines creates more tense andengaging composition than simply centering the subject matter. Design examples that utilizerule of thirds:
Note: All resources are taken from the web. All copyrights are due to the respective authors. This info sheel is for reference only.
Graphic Design Rules
Know the rules before you break them! Design is informational Though form and function does not necessarily improve the content of your message it can improve the ease with which it is accessed--and design can effect how well it is understood. Design is a visual language Use icons as prompts - On paper, scissors mean to cut something out, a clock means time-sensitivity, a knife and fork means food, and so on. Think of innovative ways to spare words and prompt action with illustrations. Design makes a statement Make it informational - A book typically contains editorial information – to entertain or to educate--not to sell. You can do the same by mixing your selling message within the editorial coverage of your subject. Design leads the viewer’s eye Guide the reader - Use subheads and visuals to draw the reader through your booklet. Words and visual cues tell the reader where they are and help them focus on one subject at a time. Use icons instead of words People from any language can understand them. Plus, you don't need to read anymore, instead you lead the viewer's eye to what is important. Design follows rules such as balance, contrast, dominance, harmony, rhythm and unity. Be stylistically consistent - Try to stick to one illustration style throughout. Using images from different sources can degenerate into a patchwork. You can for example double your image - The small version of this illustration conveys the message it was designed to. The large version is a design element used to echo the idea and add interest to the page. Things to keep in mind: Everything on a page should align with something else Repetition reminds the viewer Use enough white space When space is a premium, drop smaller and less important graphics When in doubt, don’t use it Don’t let graphics distract from the message Use few fonts (preferably no more than two different fonts on one page)
