Producing Digital Media Graphics Basic Concepts. Producing Digital Media Graphics Key Design Elements of Design: Line Color Volume Movement.
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Producing Digital Media Graphics Key Design Elements of Design: Line Color Volume Movement Space Texture Value Typography
Producing Digital Media Graphics Line: A series of dots or points in space Straight or curvy or even imaginary Used to delineate objects like in line drawings, graphs or outline objects giving it a framed effect Imaginary lines occur when objects of two different colors, textures, or values meet, creating a line between the two objects
Producing Digital Media Graphics Color: Color is represented by hues (add black), tones (middle ranges), and tints (add white) of any base color Use a color wheel to help you to determine various color schemes such as contrasting colors, triadic schemes, etc.
Producing Digital Media Graphics Volume: Represented by 2D and 3D objects by way of calculating depth and/or distance Use of techniques such as perspective, shading, and highlights to accomplish the perception of volume
Producing Digital Media Graphics Movement: Do not confuse movement with animation. They are not the same thing. Movement is how a designer uses line, contrast, volume, and the placement of objects within a design (composition) to move the viewer’s eye through a particular space.
Producing Digital Media Graphics Space: Space can be represented as positive or negative Positive space is represented by highlights or by an object Negative space is represented by open space or by shadow The balance of space is what creates a composition
Producing Digital Media Graphics Texture: Illusion in 2D design Creating a realistic expression of an object or element by use of photographic representation You can create this realistic expression also by using other objects to represent the object or elements that you are trying to portray, like a collage
Producing Digital Media Graphics Value: Represented by the gray scale – light and dark and all the shades in between The use of this technique helps to create contrast between elements of a composition
Producing Digital Media Graphics Typography: The art of arranging type and type design The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), adjusting the spaces between groups of letters (tracking) and adjusting the space between pairs of letters (kerning)
Producing Digital Media Graphics Principles of Design: Balance Contrast Direction Economy Emphasis Proportion Rhythm Unity
Producing Digital Media Graphics Balance: Helps the viewer interpret your design If your design has asymmetrical balance, it will evoke emotions like excitement, curiosity, or anxiety If your design has symmetrical balance, it will evoke emotions like peace, calmness, and tranquility
Producing Digital Media Graphics Contrast: Use of values, color, and balance to create a difference in appearance between one object and another, creating contrast You cannot create an interesting design without the use of contrast You usually don’t think much about contrast when you are designing, it just happens naturally
Producing Digital Media Graphics Direction: The way in which you intentionally lead the viewer through your composition Created by line, use of color, shapes, spaces, values, and perspective Create the illusion or depth needed to create direction
Producing Digital Media Graphics Economy: The technique of not offering the viewer more than is needed in a composition The removal of an element within a design Be sure to include all that is needed to create an intelligent and economical design
Producing Digital Media Graphics Emphasis: The message that you want to convey to your viewer No matter how each of the elements speaks to your viewer, you want to make sure to have one overall message to your viewer – the thing that ties all of your independent elements together to create a unifying theme
Producing Digital Media Graphics Proportion: Use to create surreal images in order to stun your viewers when they look at your composition The use of proportion will aid in the emphasis that you are trying to create for your viewers
Producing Digital Media Graphics Rhythm: Used to create depth If used incorrectly, it can create boredom in your viewer Used to create excitement or peace (contrast) Used to emphasize on a certain subject or object in your composition Keeps the viewer interested
Producing Digital Media Graphics Unity: Pulls the design together There is no rule in unity Can remind you to check all of your design elements to make sure they are correctly represented and to make sure that the right emphasis is being expressed