Chapter 2: The Art of Graphic Design

1. Chapter 2: The Art of Graphic Design

2. Pages 33-39 • Chapter Objectives: • Know the Elements of Art & Principles of Design • Learn to see the Elements of Art & Principles of Design within artwork • Work with a shape in space to create movement in a simple design.

3. Color & Vision • Afterimage – The appearance of a primary color’s complement when you stare then shift to a white background. • This happens because your eyes have difficulty adjusting quickly after high visual stimulation. • Artist Tip: Using a range of values helps suggest that objects are receding (or going further) into the distance. See Fig. 2-28.

4. Try This: Stare at the red square for 15 seconds, then look at a white space.

5. What do you see? Did you see a BLUErectangle?

6. Color Continued • Using color to define a message, remember some are colorblind and may not see the colors the way you intend them. It’s good practice to develop a black/white or mono-color version. • Cultures interpret colors differently. Western=yellow is bright, sunny, happy etc. Eastern= yellow is sacred and healing. You always have to be aware of how color adds emotion/meaning to your design! Primary/Secondary colors are colors that children know and are attracted to. Using familiar colors may help to draw them and cause them to want LEGOS.

7. Principles of Design • Visual communicators/ Designers use the Elements of Art to define and give structure to space. They’re the basic tools of visual expression! • The Principles of Design are the that pulls the Elements together. • Balance • Movement & Rhythm • Emphasis • Unity & variety • Pattern • Proportion • Contrast • (*Designers also use= dynamics, closure, & expression)

8. Balance • When you view an image, you view the WHOLE image, not parts. This is called Gestalt. • Your individual experiences determine what impression you perceive. • *The most successful design=a union of type and image that creates a personal response and gives a clear message instantly.

9. Principles Continued • Balance = Stability; when something is balanced visually, both sides or all elements have equal weight. Symmetrical Balance=think SAME! • Asymmetrical Balance=Different elements used on each side, but still creates balance. • No Balance=tension/instability in art.

10. Rhythm & Movement • Movement is seen in 2D or 3D • 3D- In life, things catch your eye and focus your attention. • 2D-In flat art, magazines, photos, etc., your eyes around the flat space and become focused on a focal point. A Designer’s role is to guide your attention to that image or type. • Repetition- repeated lines, shapes, or colors • Rhythm-repeated elements that imply a tempo/beat. • Words to describe visual rhythm: predictable, flowing, alternating, progressive (changing), irregular, or unexpected.

11. Rhythm & Movement Continued • Visual Path- Careful placement of elements (line, shapes, forms) to make the viewers eyes move around the page.

12. Emphasis & Dynamics • Emphasis is what makes one element more noticeable over another. • Where does your eye move first? Color, shape, line? Predominant element= the message! • Dynamics = the energy of a piece • High energy = bright colors, lots of elements • Static= subtle colors, fewer elements

13. Unity & Variety • Unity- When elements (lines, shapes, colors, textures, etc.) all work together in harmony. • Same colors/ elements used throughout • Repeated shapes/ textures for patterns • Sends a consistent message • Variety- When elements are used to create an energetic, lively, or chaotic effect. • Different colors/elements used throughout

14. Resources • Youtube: Principles of Design