INTRODUCTION TO GRAPHIC DESIGN MOVEMENT, BALANCE, UNITY, CONTRAST, EMPHASIS, LINE, AND COLOUR

Elements of design Elements are the building blocks of any design. Line Colour Shape Texture Space Form Tone

Lines Lines can be straight or curved. How are lines used in the composition on this slide?

Colour definitions Hue is another word for colour. Chroma is the intensity or purity of colour. Tint is a colour mixed with white. Tone is a colour mixed with gray. Shade is a colour mixed with black.

Colour and contrast Using colour can enhance or detract from a composition. www.lighthouse.org/colour_contrast.htm colour wheels help determine which colours are in greatest contrast. Use Kuler from Adobe Labs to try out new colour schemes: http://kuler.adobe.com/

Colour wheels Analogous colours are adjacent to each other on the colour wheel. Complementary colours are opposite each other on the colour wheel.

Tone Tone is the ‘value’ of a colour. We speak about tone when we discuss ‘light’ and ‘dark’. Pictures can be made entirely from tone, without colour. Tone in black and white (mono tone)

Colour in design Use colour to label or show hierarchy. Use colour to represent or imitate reality. Use colour to unify, separate, or emphasize. Use colour to decorate. Use colour consistently.

Shapes Shapes are enclosed objects that can be created by line or created by colour and value changes that define their edges.

Texture Texture is the surface look of an object created by varying dark and light areas. Roughness Smoothness Depth

Form Form also refers to an element of art that is three-dimensional (height, width, and depth) and encloses volume. 3D Shape

Design principles Design principles are ways in which elements are used together. Balance Emphasis (contrast and proportion) Dominance Unity (proximity and repetition) Pattern Movement

Balance Balance is 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 colour and no colours and different colours Textures against flat colours Ask students if they can think of other types of balance: texture and no texture (smooth), size and scale, elements of a composition.

Balance in composition There are three different types of balance when using colour, shape, and position: Symmetry Asymmetry Radial symmetry

Symmetrical or formal balance You can usually identify at least one of three lines of symmetry. Horizontal Vertical Diagonal

Symmetrical balance The rectangle has three lines of symmetry: Horizontal (blue), Vertical (red), Diagonal (yellow). The triangle has only one line of symmetry: center or, in this orientation, Vertical. You can draw two other lines of symmetry from any of the vertices to the center of the opposite side.

Examples of symmetrical balance

Examples of asymmetrical balance

Examples of radial balance

Emphasis Emphasis: To express with particular stress or force. What message is stressed here?

Emphasis (contrast and proportion) Contrast: the state of being strikingly different from something else in juxtaposition or close association. Proportion: comparative relation between things or magnitudes as to size.

Dominance Dominance: visual weight of an element. The dominant part of a composition is the one that stands out What do we focus on?

Unity Unity: The correct balance of composition or colour that produces a harmonious effect. Relationship between the individual parts and the whole of a composition Wholeness, or sense of belonging. Unity can be created by repeating elements on the page, harmonious colour schemes, shapes and patterns. What is the focus of the message?

Pattern Pattern: Repetition can take the form of an exact duplication (pattern), a near duplication, or duplication with variety.

Movement Movement is the use of lines, colour, and repetition to create the illusion of motion. Curved forms or lines Repetition of geometric forms Fuzzy lines or outlines

Lines Lines can indicate motion or direction. How are lines used in the composition on this slide?

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.