Download Graphic Design

Graphic Design
Graphic design is the process and art of combining text and graphics and
communicating an effective message. It is used to make:
 Logos
 Graphics
 Brochures
 Newsletters
 Posters
 Signs
 and any other type of visual communication.
Building Blocks of Design
The 5 elements of design include lines, shapes, texture, and color and mass, size or
space.
Lines
→ alone or in combination with other lines or shapes they can aid in the readability,
appearance, and message of a design
Use lines to:







Organize (connect or
separate)
add texture
guide the eye
provide movement
make a statement (provide
mood or emotion)
provide framework or
emphasis
convey universal meanings
See
http://www.usask.ca/education/coursework/skaalid/theory/cgdt/designtheory.htm for
more examples.
Shapes
→ alone or in combination with other shapes or lines they can
convey universal meanings as well as guide the eye or
organize information
→ used in icon design for immediate clear understanding
Geometric Shapes
→ structured, tend to be symmetrical (i.e. Squares, circles, octagons, cones etc.)
→ three dimensional shapes provide depth
Natural Shapes
→ irregular shapes, fluid (leaves, blobs of ink, etc.)
→ people tend to give meaning to shapes
Abstract Shapes
→ stylized or simplified versions of natural shapes
Negative space around shapes (known as positive
shapes on a canvas) can be as equally important to
understanding and importance of an
image.
the
Shapes can provide emphasis or
segregation of different material. It can
also provide clear visual communication
Texture
→ is the visual or
tactile surface characteristics
→ can be altered by the addition or arrangement of lines, shapes or
by the use of photographic images
→ light and dark sections can give the impression of depth
Colour
→ provides added dimension, evokes moods, and makes powerful statements when
used wisely.
→ Relative lightness or darkness is referred to as value
 Can provide emphasis, focal point, and give perceptions of depth
 Can be used to provide movement, lead the eye to a particular
In the above example, the first set of all dark lines are static. The middle example leads the eye in a
downward direction (dark to light). Reversing the values of the lines leads the eye upward.

Colour can override value
The eye is drawn to that spot of color even if other elements are designed to draw the eye in some other
direction or the objects are otherwise equal. That's the power of color.
Take a moment to read through the information about colour its properties and how
those choices can create effects etc at
http://www.usask.ca/education/coursework/skaalid/theory/cgdt/color.htm
Mass, Size or space
→ Allows for the illusion of space and depth, that is
modified by the use of size and vertical location,
overlapping, detail and linear perspective
→ Size and vertical location – easy way to depict
depth, as objects change size it appears they are
closer or further away depending on size and
location on the page.
→ Overlapping – when parts of
objects are obscured by others,
they appear to be further back
in the image
→ Detail - colour and contrast can
provide visual clues as to the
depth of a scenic background;
the foreground has more
contrast and sharpness.
→ Linear perspective - uses idea
of lines converging on a point of
view, this tricks the eye into
seeing more depth in the image
References for this information:
http://www.usask.ca/education/coursework/skaalid/theory/cgdt/designtheory.htm
http://desktoppub.about.com/cs/graphicdesign/a/designbasics_3.htm