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Graphic Design Elements
• Graphic Design Elements: building blocks of graphics
• Line
• Color
• Shape
• Texture
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Line
• A Line is a path between two or more points. It can be the edge of a shape or any mark with length and direction.
• Often it defines a space, and because of its loose definition , line can be technically found in almost every work of art and every object we view in every day life.
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Lines
Implied line is the effect juxtaposed lines or shapes create the within the negative space between.
Another example of this would be a dotted or invisible line, where the viewers eye makes the connection between the gaps and perceives the fractured space as connected.
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Lines
• Lines can be straight or curved.
• How are lines used in compositions on this slide?
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Color Definitions
• Hue is another word for color.
• Chroma is the intensity or purity of color.
• Tint is a color mixed with white.
• Tone is a color mixed with gray.
• Shade is a color mixed with black.
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Color and Contrast
• Using color can enhance or detract from a composition.
http://www.lighthouse.org/color_contrast.htm
• Color wheels help determine which colors are in greatest contrast.
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Color Wheels
• Analogous colors are adjacent on the color wheel.
• Complementary colors are opposite each other on the color wheel.
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Color in Design
• Use color to label or show hierarchy.
• Use color to represent or imitate reality.
• Use color to unify, separate, and/or emphasize.
• Use color to decorate.
• Use color consistently.
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Don’t forget the psychology of color . .
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Shapes
• Shapes are enclosed objects which can be created by line, or by color and value changes which define their edges.
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Shapes
• A shape can also be created by positive and negative space.
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There are three different categories of shapes:
• Organic Shapes - shapes that are associated with things from the natural world , like plants, animals or the human body. Shapes do not follow geometric patterns, they usually take on there on form.
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• Geometric Shapes shapes such as circles, triangles or squares have perfect, uniform measurements. These are basic shapes used in art composition that are used to construct other works.
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• Amorphous Shapes an ill-defined or arbitrary shape, these shapes my be abstract and not apparent to the eye. They also do not seem to have any boundaries. Literally means "without shape".
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Texture
• Texture is the surface look of an object created by varying dark and light areas.
• Roughness
• Smoothness
• Depth
Visual Texture: Visual texture uses line, point and shape, to create the illusion of texture. Visual texture is implied texture. The brain sees these patterns and interprets them as physical texture.
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Texture
• How would you describe the textures below?
– give one word examples
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Graphic Design Principles
• Graphic Design Principles: ways in which elements are used together
• Movement
• Balance
• Emphasis
• Unity
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Movement
• Movement: the use of lines, color, and repetition to create the illusion of motion
• Curved forms or lines
• Repetition of geometric forms
• Fuzzy lines or outlines
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Lines
• Lines can indicate motion or direction.
• How are lines used in compositions on this slide?
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Balance
• Balance: the act of comparing or estimating two things, one against the other, and the contrast between:
• Empty space (white space) and filled space
• Text and images
• Color and no colors and different colors
• Textures against flat colors
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Balance in Composition
• Three different types of balance when color, shape, and position
• Symmetrical
• Asymmetrical
• Radial symmetry
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• Symmetry is seen as the equality of visual weight distributed throughout an image. This can occur in any orientation as long as the elements are balanced on either side of the central axis in the piece.
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Symmetrical or Formal Balance
• Can usually identify at least one of three lines of symmetry
• Horizontal
• Vertical
• Diagonal
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Symmetrical Balance
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Examples of Symmetrical Balance
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Examples of Asymmetrical Balance
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Examples of Radial Balance
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Unity
• Unity : the correct balance of composition or color that produces a harmonious effect.
• What is the focus of the message?
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Unity
• It is used to create a state of completeness in the composition, in which all the main elements flow together.
• Logo on the right was created by a Biloxi high student for Dewey,
Cheatum and Howell law firm.
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Emphasis
• Emphasis : to express with particular stress or force.
• What message is stressed here?
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Summary
• The basis of good graphic design is use of design elements and their thoughtful application in the form of design principles.
• Clearly identify what you are trying to accomplish — use design to convey your message.
• Brainstorm alternatives.
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