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4 Acknowledgements I'd like to thank Zac Buser for sharing his technique of teaching the principles of design and Teis Albers for sharing his process and beautiful artwork. Copyright Š 2012 by In A Semester. All rights reserved. No part of the publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher or authorization of the Authors. For more books by In A Semester visit inasemester.com or biljanakroll.com 10 9 8 7 6 5 4 3 2 Printed by Lulu Enterprises, Inc. ISBN 978-1-105-62620-3
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DIGITAL IMAGERY IN A SEMESTER
Biljana Kroll 3
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Table of Contents
WEEK 1 ................................................. 7 Principles of Design 9 - 23
WEEK 2 ............................................... 28 File Formats 28 - 31 Saving Files 32 - 33 Printing, Scanning and Sending Files 34 File Types 35 Copyright on the Web 36 Setting up your workspace 38 - 39 Working with layers 40 Introduction to Adobe Photoshop速 41 - 50 Exercise One 35
WEEK 3 ............................................... 51 Project One 52 Project One Example 53 Project One Tips 55 - 56
WEEK 4 ............................................... 53 Exercise Two 58 - 68 Project Two 69 Project Two Example 70 Project Two Tips 71 - 75
WEEK 5 ............................................... 76 Exercise Three 77 - 85 Project Three 86 Project Three Example 87 Project Three Tips 89 - 90
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WEEK 6 ............................................... 91 Exercise Four 92 - 97
WEEK 7 ............................................... 98 Introduction to Adobe Illustrator速 99 - 106 Exercise Five 107-108
WEEK 8 ............................................... 109 Exercise Six 110 - 114
WEEK 9.................................................115 Project Four 114 - 115 Project Four Tips 114 - 119
WEEK 10.............................................. 122 Creating Custom Brushes in Illustrator速 123 - 130 Creating Custom Patterns in Illustrator速 131 - 134
WEEK 11.............................................. 135 Project Five 136 Project Five Tips 136 - 142
WEEK 12.............................................. 143 Introduction to InDesign速 144 - 153
WEEK 13.............................................. 155 Exercise Seven 155 - 162
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WEEK 14.............................................. 163 Project Six 164 - 165 Project Six Tips 164 - 169
Learning from the Pros........................ 172 Online Resources................................. 176
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WEEK 1 This week we are going to look closely at the principles of design as applied to graphic design.
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Principles of Design
Balance Line Shape Value Texture Color
Dominance Movement Proportion Economy Harmony Variety
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Principles of Design Using the Elements of Design
The elements of design are the building blocks of design. When elements such as lines, shapes and colors are combined the right way they can clearly communicate a message. Elements are like the ingredients in a recipe, and the principles of designs are the rules that govern a successful recipe. In this chapter, we'll look closer of how the elements can be organized by using the principles of design.
Balance Balance is the concept of visual equilibrium. Balance refers to the visual stability between the elements in the design. There are two types of balance: symmetrical or asymmetrical. Symmetrical balance, also called formal balance, visually shows equal weight between top and bottom or left and right side of the design.
Asymmetrical balance, also called informal balance is more complex and difficult to achieve. It is a force between the objects of varying visual weight to balance each other around a fulcrum point. This can be achieved if you envision a balance scale; one side holding a large object and on the other side a cluster of smaller objects.
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Principles of Design
Symmetrical Balance
Symmetrical balance can be predictable, dull or unimaginative so designers always try to break up the monotony by adding an unexpected twist, such as switching colors, introducing another color or element that breaks up the traveling of the eye across the page. Poster Concept No. 1 This poster shows symmetrical balance between the top and bottom landscape image interrupted by the light element and the title in the middle.
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Poster Concept No. 2
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Poster Concept No. 3
The symmetrical balance in the design is shaken by simply shifting the right side of the stripe motif down.
Which design elements are positioned to interrupt the perfect symmetry of this layout? What does this do for the composition?
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Principles of Design
Asymmetrical Balance
Asymmetrical layouts are generally more dynamic than symmetrical balance. Asymmetrical balance should be explored anytime the designer wants to create tension, express movement, or convey a mood such as anger, excitement, joy, or danger.
In this layout, the black wing is simply balanced with the title. This balance is achieved diagonally from top right to bottom left corner which is more dinamic than the tradition left to right or top to bottom symmetry.
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Elements of design such as color and size can help you create dramatic asymmetrical balance as seen in these layouts. In the example on the left, a large light shape (the flower) is balanced with small light shape (the bird). In the right example, the small white shape (the bird) is balanced with the large dark shape (the cube). The white color leads the eye from the symbol (the bird) to the name of the author.
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Principles of Design
Radial Balance
TYPE
Radial balance is building symmetrical balance around a central point. All elements seem to radiate outwards from that point.
NOW
Art Museum, NY
4.4.2011 7p.m. Typographer John Bimini, founder of Bimini Design Group will share his expertise on type design in the 21st century.
4.5.2011 7p.m. Anna Knoll who recently finished rebranding Type Magazine will share the challenges of rebranding a magazine.
4.6.2011 7p.m. Graphic designer Kathy Burns from Design Shop will discuss the importance of branding identity.
4.7.2011 Chad Smith, founder of the Insitute of Design shares his vision for the future of type design.
Art Museum, 2nd East St.,New York City, NY • 800.555.5434 • artmuseum.org
In this poster design, the four events are staggered to create downward rhythmic movement. The lines radiating outward from the title of the event bring the focus around the title. 14
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Book Cover Concept featuring radial balance design.
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Principles of Design
Dominance
Dominance is achieved by drawing attention to specific area or element in the design. Emphasizing one element by changing size or color or creating interruption in the design creates dominance. Repetition creates dominant effect by calling attention to the repeated element through sheer force of numbers. Single color surrounded by grayscale elements attracts attention. Contrast of scale, or color achieves emphasis by setting the point of emphasis apart from the rest of its background. 16
Book cover design Emphasis is achieved by using a contast between a light color (the planet) and a dark color (the space) as well as placing the main element in the middle and surrounding it by empty space. Another point of emphasis is created by the small scale of the rose in comparison to the size of the planet.
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Portfolio Website Design The most dominant element in this website layout is the portfolio notebook. Emphasis is achieved by cropping off all supporting elements such as the coffee cup, marker and pencil. The position of the supporting elements creates a rhythmic movement around the main element - the sketchbook.
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Movement Movement in the design is achieved by creating rhythm through space; a connected path along which the eye follows a certain repetitious arrangement of elements. The presence of rhythm can create predictability and order in a composition. Varying the size of the repetitive elements can add some variety to the movement. Repetition of the elements creates a visual “beat� on the page. Gradation is a progressive repetition of steps, colors, size, shape or various design motifs.
This perfume advertisement shows movement created across the hair, flowers and words from the model to the perfume bottle. 18
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This advertisement design shows how gradation of line width, shape and color can create spiraling rhythmic movement.
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Proportion
Proportion refers to the relative size and scale of the various elements in a design. This principle is used to guide the viewer by creating a dramatic contrast between the size of the elements in the layout.
The dramatic effect is achieved by the large mass of colors and shapes bursting out behind the model. Compare the scale of the floral collage with the scale of the model. This bouguet of flowers demands attention as the largest shape in the design, then the eye travlels down to the model's dress and the name of the clothes collection.
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The varying size of the flowers creates a focal point in this poster design.
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Principles of Design
Economy Economy is achieved by careful consideration of all elements and distillation the basic essentials in order to achieve clarity. Abstraction of the image is one form of economy. Simplification or removing of the necessary elements can help clarify the message of the design. The use of too many elements or focal points may distract viewers from the message, or cause them to misinterpret the message. The phrases "less is more" and "in simplicity there is beauty" represent economy in design.
The principle of economy is especially important in designing logos. When designing a logo designers are limited in a sense because they have to work with few elements to create a simple and instantly recognizable symbol. Knowing what elements are crucial and which can be ommited can help create a simple but effective logo which can be recognized even at a very small scale.
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FIND YOUR
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Call Today 838-555-4354
Many times, it is the designers job to educate the client of how to create appealing designs that create impact and attract the right customers. The design above may contain all the info the client gave but the design is chaotic, with multiple focal points in which the logo gets lost. Using the economy principle or "less is more" the design is revised below to create more serene yet sucessful layout.
DISCOVER YOUR
Call or visit our website for first-time visit discount: 838-555-4354 • eclipse-stl.com
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Harmony
Harmony is achieved through consistent and coherent use of all elements in the design. Creating a coherent layout is achieved by creating harmonic relationship between the colors, type, images or illustrations used in the layout. Harmony is very important in creating order in the design. Creating many black and white thumbnails and digital roughs that feature different composition can sharpen your eye in creating harmonic designs. The best design should have enough variety that keeps the eye traveling around the design. This should be done before you add color, which should be added in the next stage. An accent color can add a “flow� or movement across that unifies all elements.
This website design shows asymmetrical layout which balances the small logo on the left with the large photograph to the right side. The eye is guided through the touches of pink; from the navigation, to the logo and down to the pink flowers. 24
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How are all the elements: logo, type and photographs, unified in this website layout?
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Variety
Variety means the absence of sameness or monotony. While harmony helps create unity between all the elements in the design, variety is needed to create visual interest and to keep it all from becoming dull. Good design is achieved when all design principles have been taken in consideration
vary/change the elements of design:
and there is balance of unity and variety,
Line - thickness, value, color, angle, length
which means the elements need to be similar
Shape - size, color, orientation and texture
enough so we perceive them as belonging
Color - hue, value, saturation
together in one design and different enough
Value - darkness, lightness, contrast
to be interesting.
Texture - rough, smooth, patterns
Varying the elements in different ways creates
Creating multiple sketches in which you explore these ways can
variety. Conside the following ways you can
help you choose the layout that will create the most impact.
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Variety and unity are very important principles especially for creating strong, recognizable brands. Think of some of your favorite brands. How do you know an item belongs to that brand? Brand identity has to have strong unity between all items such as business cards, packaging, advertising, merchandise, vehicle wraps but at the same time each item has to display certain variety of the elements in order to appear interesting and appealing. When a designer builds a logo has to think about how the elements used in that logo can be expaned upon so that they can be used on variety of items. 27