Intro to Graphic Design
Definition of Graphic Design
 Some Basics
 Design Process
 Graphic Design Fundamentals
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It Starts With Creativity
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Good design is created with a basic
understanding of:
- Design processes
- Theories and concepts of design
Designer/client relationship governs the entire
design process
Fundamentals of Design
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Design elements
 Line,
Shape, Value,
Color, Texture, Space
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Design principles
 Balance,
Alignment, Unity,
Emphasis
Elements of Design
We have a catalog in our brains that filters
the information.
 How the eye sees and the brain organizes
to give meaning.
 Big Idea- Purposeful use to create
meaningful designs
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Basic Design Elements
Line
 Shape
 Value
 Texture
 Size
 Color
 Gestalt Principles
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Lines
Begins with 4 linesedges of the page/screen
 Type
 Direction
 Quality
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Shape
Lines to create 3-D world
 General outline of something
 Geometric, Natural, Abstract
 Design is the arrangement of shape.
 Figure and Ground
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Grouping Shapes
Shapes affected by surrounding shapes
 Begin to understand by identifying overall
pattern
 Tend to recall letters if grouped in words.
 Group marks into recognizable/repeating
shapes is the simplest way to perceive
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Figure and Ground
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What is the object and what is the
background?
Figure and Ground-Categories
Stable
 Reversible
 Ambiguous
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Figure and Ground-Conditions
Enclosed area
 Textured area
 Convex
 Simplicity
 Familiarity
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Value
Lightness/Darkness
 Gives the image detail and texture
 Contrast is the relative emphasis
 Create Movement
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Lead the Eye
Texture
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Tactile- actual paper
Visual Objects in Photos
 Photoshop effects
 Pictures of Textures
 Symbolic Textures
Choose textures that relate to the concept of the
piece and are appropriate to the design
Size or Mass
Need to hold content
 Expectations
 Mood and Emphasis
 Contrast
 Creating Balance
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Color
Color Wheel
Psychology of Color
Colors evoke
specific emotional
responses
(personal or
universal)
 Warm – Stimulate
 Cool- Relax
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Psychology of Color
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Associations- personal and cultural
 Red- aggressive, national color
 Example- sports car
 Blue- authoritative (darker), cleanliness
and honesty
(middle), overall calming color
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Example- power blue suit
warmth, good health and optimism… (in the
past-weakness and cowardliness)
 Yellow
Example- food packaging
 Green- natural, environment,
 Example- cigarettes
soothing and cooling
Selecting Color
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Cultural Color Associations
The profile of the audience and its color
preference
The character and personality of the
organization presented
The designers personal relationship to the color
An awareness of current color trends
Images
Creating Graphics
 Illustration- using images that represent or
express to make a visual statement
 Can show something that cannot be
photographed
 Purpose- present product, tell story, clarify
concept, or demonstrate a service.
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What is a Pixel?
Building Blocks
 # of pixels and color determine image
quality, size and the look of the image
 Cannot delete a pixel, just change its color
 More pixels, larger file size… so eliminate
unnecessary pixels
 # of pixels per inch determine resolution,
the key to image quality
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File Formats
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High Quality for printing
 TIFF-
high image quality
 EPS- less common
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Compression Formats for Screen
 JPEG-
photos and illustration
 GIF- text, logos and charts
 PNG- need transparency around the graphic
 PDF- design intact- paper files
Basic Photo DesignIssues
Aspect Ratio
 Scanning and Essential Area- Over scan
 Information Density
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 Watch
for information overload
 Try not to crowd too much info into one space
Digital Cameras and Scanning
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Choosing the Best Resolution?
 Input
and Output
How distribute? 72 for web, 100-300 for
printing
 Formula for resolution- x 1.5 or 2
 Pros use 1,200 or 2,400 hundred for
original and link to file
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Logo Design
Types of Logos
 Creative Process
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Simple little marks that communicate an
enormous amount of information.
 Must be visually uncomplicated
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Logos
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Ease of Recognition
 Quick
or partial viewing
 How fast can you recognize logos?
Logos
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Ease of Recall
 Too
many details are hard to remember
 Good logos with simple marks are easy
 How
many logos can you put on paper right
now?
Logos
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Ease of Reproduction
 Variety
of sizes and media
 Must be crisp and clear.
 Limit number of colors (1 or 2)-Cost
 Black and White repo- Do greyscale
Logos
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They must encapsulate the company
without focusing on one aspect.
Types of Logos
Logotypes
 Initials
 Abstract Symbols
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 Allusive
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Abstract Symbols
Pictorial Symbols
 Associative
Symbols
Creating a Logo
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Font choice
 Try
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typing name in many fonts
Designing a symbol
 Iconic
or Symbolic picture
 Color combinations
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Key is simplicity in form