Graphic Design: Fu n d ame n t a l s a n d Pr i n c i p l e s o f De s i g n
Copyright Page Š2012 Desiree Adikes All rights reserved. Copyright under Berne Copyright Convention, Universal Copyright Convention, and Pan-American Copyright Convention. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior permission of the publisher.
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Published by Allworth Press An imprint of Allworth Communications, Inc. 10 East 23rd Street, New York, NY 10010 Cover and interior design by Desiree Adikes Page composition/typography by Desiree Adikes
Printed in the United States
Table of Contents Line............................................................................................. 1-2 Shape......................................................................................... 3-4 Color........................................................................................... 5-6 Value.......................................................................................... 7-8 Texture...................................................................................... 9-10 Rhythm..................................................................................... 11-12 Contrast.................................................................................... 13-14 Type............................................................................................ 15-16 Alignment................................................................................ 17-18 Balance...................................................................................... 19-20 Focal Point/Hierarchy.......................................................... 21-22 Units..................................................................................23-24
Line
Lines are the basic building blocks of design. Lines may be straight, curving, angular or free form. Sometimes a line is defined by a moving dot. Horizontal lines move across the page, east to west or west to east. Vertical lines move up and down on the page, north to south or south to north. Diagonal lines look slanted in comparison to the edges of the page. A line may be delicate or bold, smooth or broken, thick or thin, regular or changing.
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Shape
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The general outline of something is a shape. A shape can be open or filled with color, tone or texture. Shapes can be defined by color and can also be collaged by placing one shape over another. Shapes can also have meaning by symbolizing something and become recognizable.
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Color is the visual perceptual property corresponding in humans to the categories called red, yellow, blue and others. Color derives from the spectrum of light interacting in the eye with the spectral sensitivities of the light receptors. We associate
Color certain objects and feelings with color. When choosing the colors
you use in design make sure that
they fit with your goal and purpose.
Examine how different colors interact with each other. Certain colors work well together, some colors create a
soothing effect, some colors together create an unsettling effect.
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VALUE 7
Value is the range of lightness or darkness of a visual element. Value enables us to discern detail in an image and can create depth and dimensionality.
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T e x t u r e
Texture can be either tactile or visual. Tactile textures are real and we can feel them. Visual are illusionary. Creating the illusion of texture is with line, value and or color. Visual textures can be created with direct marks made with pens, markers, pencils, computer software, and paint or with indirect marks made by rubbing or blotting tactile textures.
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R H Y T H M
R
H
Y
Rhythm is a pattern that is created by repeating or varying elements, with consideration given to the space between them and by establishing a sense of movement from one element to another. In order to achieve rhythm, you have to understand the difference between repetition and variation. Repetition is using repeating the same visual elements with some or total consistency. Variation can be established by changing any number of elements, such as the color, size, shape, spacing, position and visual weight of the elements in a design.
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T
H
M
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Contrast Contrast is the dissimilarity or difference between things. Contrast is the difference in visual properties that makes an object (or its representation in an image) distinguishable from other objects and the background. Low contrast and high contrast creates different emotional responses from the viewer. Low contrast can be soothing, while high contrast can really grab someone’s attention.
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s
s
ssssssss ssssss s s s sss ss s s s s s
TYPE
CC
CCCC C
ssssssssssssssss ssss s s s sss ss sss
CCCCC
s sss
ssss ssss s ssss ssssssssssssss
C C
c
O
TYPEc
CC
sss
CC C
C CCCC
sss ss s s s s s s s s s s s ss s s s s s ss ssssssssssssssssss s sss ss sssss s s ssssssssssssssssssss
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E P Y
T
CC
CC CCC CCCC CC
CC CCCCC
CC CC C
C
CCCC
C
C CC
CCCC CC C CC
C CC CC
C
CC CC C
CC
CC
CC CC CC
TYPE
sssssssssssss ssss s s s sss ss sss
CCCCC C C C
CC CCCCC CCCCCC
When designing with type there are several factors you must consider – the message, the audience, the format, the letterforms, and the other visual elements. Type can be used in a structural way to express meaning. Type can create its own visual. Type can create a feeling.
C
PE
TY
CC
CCCC C C C
T CC Y CC C P E
CC CCCCCC
CC CC
C C C C
C CC
CC CC CC C CC CCC C CCC C C CC
CCC CC CCCC C CC
CC CC CC
CC
E
CCCCCC C C CCCC CC
CCCCCC
CCCCC
CCC TY C P
C CC
CCCC C C CC
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Alignment Visual connections can be made between and among elements, shapes and objects when their edges or axes line up with one another. It could be as simple as having all the elements lining up on a central vertical axis (centered) or having everything flush left, flush right.
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B
A
L
When a design is balanced it hold together, looks unified and feels harmonious. Balance is related to three visual factors – weight,
position and arrangement. Visual weight is creating the illusion of physical weight
on a two dimensional surface. There are two approaches to arranging elements in a design – either symmetrically, having the
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same amount of elements on either side of an imaginary vertical or horizontal axis or asymmetrical, arranging dissimilar or unequal elements of equal weight on the page.
A
N
E
C
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t
P l o a c i n o F
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and
y h H ie r a rc
Viewers are dependent upon the graphic artist to lead their eye and direct their attention. Emphasis is the idea that some things are more important than others and important things should be noticed. The part of a design that is most emphasized is the focal point. We are then led throughout the rest of the design as to how the designer designs the rest of the information.
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In order for a layout to be designed well, it must hold together. Four of the most important devices to create a unified design are correspondence, alignment, flow and the grid. When you repeat an element such as color, a visual, shape, texture, or establish a style, you establish a visual connection or a correspondence among the elements. You also create a rhythm. Visual connections can be made between and among elements, shapes and objects when their edges or axes line up with one another. The eye easily picks up the relationships and makes connections among forms.
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ŠDesiree Adikes