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Advertising & Illustration Foundations Formal Elements of Graphic Space.

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Presentation on theme: "Advertising & Illustration Foundations Formal Elements of Graphic Space."— Presentation transcript:

1 Advertising & Illustration Foundations Formal Elements of Graphic Space

2 Defining Graphic Design Pervasive Art Form found Everywhere Television to Packaging Print, Film, Electronic Media Visual Artifacts of our Environment Popular Culture What would the world look like without graphic design?

3 Designer’s Job To use text & Images and graphic elements to communicate. Visual-Verbal art expression. Mediate between the client with a message and the audience. To inform, persuade or sell.

4 Designer’s Goals 1. Understand the design problem. 2. Communicate a clear message to an audience. 3. Create a compelling or aesthetic design that will enhance the message.

5 Define Design Design is the arrangement of parts into a whole. words, pictures, lines, spaces, shapes Graphic Designers need to know the fundamental elements and principles of design.

6 Formal Elements Lines: a mark made with a tool. Shape: general outline of something Color: Hue, Value & Saturation Value: high - low contrast Texture: actual or simulated Format: Brochure, poster, cards, book jackets, CDs, newspaper, magazines.

7 LINE vocabulary Consider type or attributes of a line Straight-curved-angular Consider the direction of the line Horizontal-vertical-diagonal Consider the quality of a line Bold-smooth-broken-thick-thin-regular-changing

8 Line Assignment #1

9 Starting Point Initials Space: pos/neg/white/edges Lines qualities Scale B/W & Color Pattern Font style Size: 8 inch square

10 Rubric QualityA+13B+10C+7 Initials Space Line qualitites scale Color/BW pattern Font style Size 8in. total

11 Initials, letters, lines, shapes, space Identity Branding

12 Executing a Brand Identity Branding

13 Line Assignment #2 Exercise/Explore 1. Divide the page 8x10” into four units. 2. Draw a curved line from corner to corner in each of the four units. 3. Draw different lines of varying types and qualities in the divided areas. Project/Create 1.Create an illusion of space -a warp. 2.Vary the distance, thickness and direction of the lines.

14 Design It is all about Colors and Shapes and of course about typography sometimes

15 What is a SHAPE? The general outline of an object defines its shape. A shape is flat on a two dimensional plane. A shape can be filled with color, tone or texture. Shapes are created with lines. We can translate three dimensional forms of the real world into two dimensional shapes by describing their edges using lines.

16 Optical Illusion

17 SHAPE assignment #3 Exercise/design shapes 1.Draw ten shapes that have similar qualities, filled or open. Project/Shape 1.Draw three rectangles. 2.Design shapes (black&white) that have similar qualities in each rectangle. 3.Arrange the shapes so that the viewer’s eyes will move from one shape to the other easily.

18 COLOR Do you have definite color preferences? A Designer’s Color Pallet is: Powerful Provocative Printed

19 What is COLOR? Hue: the name of the color. Value: the range of light to dark. Shades, tones, tints are aspects of value. Saturation: the brightness or dullness of a color. Chroma and intensity are synonyms. Schemes: primary, secondary, intermediate, analogous, complementary, split complementary, double -split complementary, warm, cool, monochromatic.

20 Color Schemes Secondary Primary Color Schemes

21 Triadic Intermediate Color Schemes

22 Complementary Analogous Color Schemes

23 Double split complementary Split complementary

24 Color Value Tints Shades Value

25 Warm/cool

26 After effect/vibration

27 COLOR assignment Exercise/design shapes 1.Identify color schemes on one printed page. 2.Analyze the use of color in these examples in terms of appropriateness for the subject matter, the audience and the feelings and ideas expressed or communicated. Project/Color 1.Draw a 9” square, divide into thirds. 2.Look through a magazine and pull out every (red) color you can find. (blue, green, yellow) 3.Arrange the colors around the grid with the purest color in the center. 4.Use the pantone matching systems numbers to match one of these colors. Identify it on the Suggestions Handout.

28 VALUE Contrast Trees in fog, Cramer Half Moon, Ansel Adams In Photography, value is determined by the range of tone in an image. In Design, the relationship of one element to another in respect to lightness and darkness is called value contrast. Visual Metaphors, Luba Lukova Studio The Nature Company, Gerald Reis & Co,

29 VALUE Which font looks larger? VALUE



32 Principles of Design Balance Emphasis Rhythm Unity

33 Graphic Space Positive space Negative Space Illusion of Space Project/Spacial Investigations xxxxxxx

34 Typography

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