INTRODUCTION TO GRAPHIC DESIGN

INTRODUCTION TO GRAPHIC DESIGN MOVEMENT, BALANCE, UNITY, CONTRAST, EMPHASIS, LINE, AND COLOR
Graphic design elements
Graphic design elements are the building blocks of graphics.
Line
Color
Shape
Texture

Lines
Lines can be straight or curved.
How are lines used in the composition on this slide?
Color definitions
Hue is another word for color.
Chroma is the intensity or purity of color.
Tint is a color mixed with white.
Tone is a color mixed with gray.
Shade is a color mixed with black.
Color and contrast
Using color can enhance or detract from a composition. www.lighthouse.org/color_contrast.htm
Color wheels help determine which colors are in greatest contrast.



Use Kuler from Adobe Labs to try out new color schemes:
http://kuler.adobe.com/

Color wheels
Analogous colors are adjacent to each other on the color wheel.
Complementary colors are opposite each other on the color wheel.
Color in design
Use color to label or show hierarchy.
Use color to represent or imitate reality.
Use color to unify, separate, or emphasize.
Use color to decorate.
Use color consistently.
Shapes
Shapes are enclosed objects that can be created by line or created by color 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

Graphic design principles
Graphic design principles are ways in which elements are used together.
Movement
Balance
Emphasis
Unity

Movement
Movement is the use of lines, color, 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?
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
Color and no colors and different colors
Textures against flat colors

Balance in composition
There are three different types of balance when using color, 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
Examples of symmetrical balance
Examples of asymmetrical balance
Examples of radial balance
Unity
Unity: The correct balance of composition or color that produces a harmonious effect.
What is the focus of the message?
Emphasis
Emphasis: To express with particular stress or force.
What message is stressed here?

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.