Now… The Basics of Design

Basic Elements of Design Dots Lines Shapes Color Type Size Direction

Dots / Pixels The most basic unit is the dot. A pixel is a picture element. A pixel is the smallest piece of information in an image. Dots, or pixels are used to create images.

Lines Lines are paths used to create, outline, or divide figures. Lines are simply a succession of dots that indicate what things look like.

Shapes Triangles, squares, and rectangles are the fundamental building blocks of visual communication.

Color Color is probably of the most expressive and powerful characteristic. Color is the description we use to describe the visual response to different wavelengths of light.

Primary Colors The primary triad is called so because all colors can be mixed from it. Red, yellow, and blue.

Secondary Colors They are called secondary because they’re made up of two primary colors. For example… Green = yellow + blue

Hue Hue refers to the colors themselves. Technically, it’s the name given to a color to describe it’s location on the color spectrum.

Saturation Saturation refers to the intensity or purity of a color.

Which one is more saturated?

Typography Typography is the art of arrangement, style, appearance, and printing of type. This includes: –the font you choose –the point size – the style (bold/italics) –the allignment –the overall appearance

Typography This is 10-point Arial. This is 40-point Arial. This is 28-point Arial. This is 28-point Arial Italic. This is 28-point Arial Bold. This is 28-point Arial Bold Italic.

Points A point is a unit of measurement in typography equal to 1/72 of an inch. This is 72 point font.

Serif or San Serif  Sans Serif  Serif  Serif (“Serifs” Highlighted in RED) San Serif fonts do not have the small details called “serifs” at the end of strokes.

Serif or San Serif? Sy

Tracking & Leading Tracking also called kerning is the horizontal space between letters. Leading is the vertical space between lines of type. Typical space between each letter. M o r e s p a c e b e t w e e n e a c h c h a r a c t e r. More leading Less Leading

Space Space is the portion of a design between type or objects. The successful use of space can help define boundaries and differences.

Space Space is the portion of a design between type or objects. The successful use of space can help define boundaries and differences. Proper use of space can also enhance the design.

Space

Size Scale refers to the relationships in size between objects. In design size is important because it affects perception. Size can be used for emphasis.

Emphasis The emphasis is the position or element in the design that attracts the viewer’s eye first.

Direction Direction is important it affects when an element is noticed. Left to right? Top to bottom?

Objects Objects can be defined as images that are drawn, painted, photographed, or computer generated. These objects are symbols used to communicate meaning.

Objects Objects can be defined as images that are drawn, painted, photographed, or computer generated. These objects are symbols used to communicate meaning.

Objects Objects can be defined as images that are drawn, painted, photographed, or computer generated. These objects are symbols used to communicate meaning.

Two Parts of a Graphic Objects are the graphic elements in the foreground that are the focus of the design. The backdrop is essentially the background of the image. It provides a frame of reference for the objects. ObjectObject w/ New Backdrop

Keeping Context in Mind The context is very important to remember. Context includes: –Other images in the audience's view –Memories and Expectations –Biases and interests of the viewer.

Components of Visual Communication in Graphic Design = message + redundancy + decoration + noise

Components of Visual Communication in Graphic Design Message: what you want to say –The meaning, info, etc Redundancy: saying the same thing in more than one way –ex. Signaling “Stop” with an octagon shape and the color red

Components of Visual Communication in Graphic Design Message: what you want to say –The meaning, info, etc Redundancy: saying the same thing in more than one way –ex. Signaling “Stop” with an octagon shape and the color red

Components of Visual Communication in Graphic Design Decoration: draws the eye to the graphic –Must not get in the way of meaning Noise: anything that interferes with meaning

Components of Visual Communication in Graphic Design Decoration: draws the eye to the graphic –Must not get in the way of meaning Noise: anything that interferes with meaning –Decoration that FAILS becomes noise.

Inter-relationship Redundancy is necessary to overcome noise. Decoration that FAILS becomes noise. It often depends on the context: the knowledge, goals, and interest of the viewer.

Inter-relationship Redundancy is necessary to overcome noise. Decoration that FAILS becomes noise. It often depends on the context: the knowledge, goals, and interest of the viewer.

Inter-relationship Redundancy is necessary to overcome noise. Decoration that FAILS becomes noise. It often depends on the context: the knowledge, goals, and interest of the viewer.

Inter-relationship Redundancy is necessary to overcome noise. Decoration that FAILS becomes noise. It often depends on the context: knowledge, goals, and interest of the viewer.

Components of Visual Communication in Graphic Design message + redundancy + decoration + noise

Your Goal message + redundancy + decoration