basic manual series
graphic design typography/colour theory/layout/grids/ratios/stock/history/ swiss design/proximity/materialism/flat graphics/kerning/ serif/hierarchy/layout/kerning/ colour theory/typography/grids/ leading/tracking/x-height/ascender/orphan/widow/gestalt principles/script/legibility/alignment/palette/analogous/triadic/ pantone/cmyk/gradient/opacity/
contrast/scale/texture/balance/ figure/ground/white space/letterpressing/saturation/body/lorem ipsum/proximity/serif/script/legibility/ alignment/palette/analogous/triadic/pantone/cmyk/gradient/opacity/ contrast/scale/texture/balance/ figure/ground/white space/letter-
1
hierarchy/layout/kerning/ colour theory/ typography/ grids/leading/ tracking/xheight/ascender/widow/serif/ script/legibility/ alignment/palette/analogous/ triadic/pantone/ cmyk/gradient/ opacity/contrast/scale/texture/balance/ figure/ground/ white space/letterpressing/saturation/body/ lorem ipsum/ proximity/serif/
script/legibility/ alignment/palette/analogous/ triadic/pantone/ cmyk/gradient/ opacity/contrast/scale/texture/balance/ figure/ground/ white space/letterpressing/hierarchy/layout/ kerning/colour theory/typography/stock/gestalt principles/ serif/script/legibility/alignment/ palette/analogous/triadic/ pantone/cmyk/ typefaces/
1 introduction 2 overview 3 typography 7 colour theory 9 grid systems 10 paper sizes 11 white space 12 golden ratio
This book was created with the intention of it covering some of the most basic but important principles of graphic design. It is to be used as a manual, or simply a list of rules, that you may later decide to responsibly break. It is only when the rules are learnt that they can be broken.
1
introduction
overview
The manual will cover some of the basic fundamentals of typography, colour and layout. Typography is a quintessential skill for a designer; it’s the thing that differentiates designers from artists. Without an adeptness with type, the designer has nothing. A basic coverage of colour theory allows the designer to establish what they can achieve with the use of colour and how different colours can be used with each other to achieve a range of objectives. Layout, grid systems and the golden ratio will also be discussed. Because it’s all a mess without them.
2
Helvetica Helvetica Helvetica Helvetica Helvetica Helvetica Helvetica
3
typography
72pt 60pt 48pt 36pt 30pt 24pt 18pt 14pt
Helvetica Bodoni Futura Century Times Typography is the art and technique of arranging type to achieve various objectives. Thousands of typefaces currently exist, but only a small selection are used in the majority of mainstream graphic design. In recent times sans serif typefaces have hugely overtaken serif typefaces in popularity, but
often an appealing aesthetic is created by combining the two. Massimo Vignelli argued that the invention of the personal computer has oversaturated the number of typefaces available by making it possible for anyone to design their own. He argues that almost all design problems can be solved through the use of 5 typefaces.
typography
4
a b w o Bowl
5 8
typography
Stem
Apex
Counter
e y r h Eye
Terminal
Shoulder
Body
Tracking
Helvetica -50
Helvetica 0
Helvetica +50
Kerning
Leading
LAV Metrics
-1
LAV
Pisimintio mos as atemqui nest que nobitatis dicatae 0
Optical
LAV Manual
Pisimintio mos as atemqui nest que nobitatis dicatae
Pisimintio mos as atemqui nest que +1
typography
6 9
Love, energy, intensity, danger Warmth, youth, compassion Joy, intellect, ambition, happiness Nature, freshness, safety, growth
7
colour theory
Calm, tranquility, civility, futuristic Stability, trust, serenity, honesty Royalty, wealth, femininity Romance, playfullness, sexuality Sophistication, power, mystery Authority, maturity, security Common colour associations
RGB (Red Green Blue) is a colour system used by modern display technology.
CMYK (Cyan, Magenta, Yellow, Key) is a colour system used by modern printers.
colour theory Complementary colours
Harmonious colours
Analogous colours
6 8
7 9
grid systems
Grid systems materialised during the post WW2 modernist era, made popular by the likes of Josef M端ller-Brockmann and Jan Tschichold. Created with the intention of adding structure and form to content, they are built to incorporate images and text in a harmonious, rational and easy-to-absorb manner.
Ironically, grid systems can and have been used to create intentionally chaotic layouts. Many systems in graphic design can be created for one purpose, such as making unified and structured content, but then be used for the direct opposite. Grids can be intentionally eschewed or simply misused.
A8
A7
A6
A4
A5
A2 A3
A0 A1
There are two major paper size systems recognised internationally - the North American system, and the one that everyone else uses. Whilst the US
categorises sizes into their frequent uses like letter, legal or ledger, the ISO (or DIN) variant uses the A, B and C series of proportionally sized paper families.
paper sizes
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11 14
whi -te spa -ce
White space is the intentional alleviation of content from a design construction to convey an additional image (often called negative space) or to give a sense of tone or emotion. It should not be considered merely ‘blank’ space — it is an important element of design which enables the objects in it to exist at all; the
balance between positive (or nonwhite) and the use of negative space is key to aesthetic composition. Inexpert use of white space, however, can make a page appear incomplete or poorly constructed. The FedEx logo famously features white space by using the space between the ‘E’ and the ‘X’ to construct an arrow.
It’s believed that the Golden Ratio has been in use for at least 4,000 years in human art and design, but it may be even longer than that – some people argue that the Ancient Egyptians used the principle to build the pyramids. It is also arguably ubiquitous in nature. In recent times, the Golden Ratio can be observed in music, art, and design all around us.
Whilst the theory of the Golden Ratio and its application are highly respected in many circles of art and design, some throw its legitimacy and reallife effectiveness into question.
golden ratio
12 15
Basic Manual Series Graphic Design Copy: ADA Hybrid Titles: Orator Std Primary Colour: E42D2B Nicky Hope 2016 Designer+Futurist
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