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Understanding Graphic Design: The Visual Elements

Learn about the main components of graphic design, such as line, shape, form, and texture. Explore how these elements are utilized in art and design to create impactful visual communication. Understanding the role of positive shapes and negative space in artwork. Discover the function and versatility of lines in conveying emotions and direction.

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Understanding Graphic Design: The Visual Elements

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  1. Art & Graphic DesignThe Visual Elements

  2. What is Graphic Design? http://www.youtube.com/watch?v=sTi5SNgxE3U

  3. Definition of Graphic Design • Graphic design is the process and art of combining text and graphics to communicate an effective message in the design of logos, posters, and any other type of visual communication.

  4. It includes packaging of a product e.g. cans, cereal box & water bottles.

  5. It also has brand identity e.g. a set of letterhead, business cards and envelopes.

  6. Design • a visual language, a heighten awareness of the way the world looks; i.e. it’s a way of seeing that is different from what is just physically there. Ex: Henri Matisse

  7. Art vs Design Merriam-Webster Dictionary Definition of Art and Design: • design: to create, fashion, execute, or construct according to plan • art: the conscious use of skill and creative imagination especially in the production of aesthetic objects

  8. Subject: the depicted object(s) Form: visual organization Content: the subject matter Main Components of an Artwork

  9. Form & Content Piano Lesson, Henri Matisse, 1916 Music Lesson, Henri Matisse, 1917

  10. 1. Line 2. Mass 3. Color Elements of Art and Design 4. Texture 5. shape 6. Space

  11. THE USE OF LINE IN ART & DESIGN • Line is a path traced by a moving point. Picasso drawing a centaur in the air with a flashlight

  12. Lines is descriptive. Telling a scene • Brushstrokes = vivid, loose and free in spirit • Those lines = a point set in Motion

  13. THE USE OF LINE IN ART & DESIGN • We have drawn lines in color books since we were kids • Lines are not strange to us • Lines are used widely. Picasso Line drawing studies

  14. College Textbook Cover for International Business Cover conveys concepts of movement, transparency and the intersection of cultures within international business today.

  15. THE USE OF LINE IN ART & DESIGN Lines can be used to record the borders of forms Best Buddies, Keith Haring Blond Waiting, Roy Lichtenstein, 1964

  16. THE USE OF LINE IN ART & DESIGN Lines can be used to create depth and texture: a good example of this is in the process of modeling. Self-Portrait, Vincent Van Gogh

  17. Lines: texture • From the lines on the trees, people knows that the texture is rough • Cross-section of a cylinder marks on the surface • Veins on a leaf are lines too. It shows texture

  18. LINE QUALITY • Lines can have infinite variety • Different lines can create different moods Horizontal lines / Vertical lines / Angular lines / Curved lines Stable Not traditional Lively, emotional

  19. In these 2 pictures, what are the difference in lines? What feeling do those lines give you?

  20. Jittery Make people feel nervous Smooth Make people feel free

  21. THE FUNCTION OF LINE IN ART • Lines can be used to convey direction as well as to indicate motion The Biglin Brothers Racing, Thomas Eakins, 1873-74

  22. Art vs Design – FORM & SPACE • Lines form a shape • Strokes describe and identify shapes. Outline the contour. • Lines define the boundary of the forms & shapes Line drawing Photo

  23. Art vs Design – FORM & SPACE Form is a visual organization of the artwork. It is the way a thing looks – the shape, proportion, balance, harmony of it’s parts, etc. Even both of them are horses, their forms are different.

  24. DEFINITION OF SHAPE Shape is a two-dimensional form. It occupies an area with identifiable boundaries. Boundaries can be created by line, a shift in color, texture, etc. classical still life / lemons Cubist Still Life, Roy Lichtenstein

  25. FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE) Objects - positive shapes. Spaces around objects - negative spaces.

  26. FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE) Somebody calls it Figure-ground relationship Figure = object & form Ground = background or space At here, what’s FORM (POSITIVE)? what’s background (NEGATIVE SPACE)?

  27. FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE) Rubin’s vase

  28. FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE) an image inspired by Rubin’s Vase

  29. POSITIVE SHAPES & NEGATIVE SPACE IN ART Negative Space Illustrations by Noma Bar

  30. POSITIVE SHAPES & NEGATIVE SPACE IN ART An illustration by M.C. Escher

  31. POSITIVE SHAPES & NEGATIVE SPACE IN ART

  32. POSITIVE SHAPES & NEGATIVE SPACE IN ART LAW of Closure: the object is disconnect but our basic instinct would connect together and form a shape. E.g. Those dots are separated by white space. Base on the Law of Closure, we see a big circle. It dominates our perception even though visual information is missing. In other words, Law of closure is the mind that creates a solid object from suggestions of contours and shapes. • Even though the form is incomplete: • Foreground triangle • Background triangle • Star shape

  33. POSITIVE SHAPES & NEGATIVE SPACE IN ART What do you see?

  34. POSITIVE SHAPES & NEGATIVE SPACE IN ART A dog sniffing on the ground!! Therefore, well use of positive and negative space. You don’t have to draw a complete closed line.

  35. DEFINITION OF MASS

  36. DEFINITION OF MASS

  37. DEFINITION OF MASS A Mass is a three-dimensional form that occupies a volume of space. Ex: Mass of clay, the mass of a mountain, etc.

  38. DEFINITION OF MASS No matter they are Shapes and masses (2D or 3D), they can be roughly divided into two categories: geometric and organic. geometric organic

  39. DEFINITION OF MASS • Installation: Henry Moore & Julian Opie • The artwork at the back is 2D painting. The heads are geometric shape. • The artwork in the front is 3D sculpture. The shape is organic

  40. COLOR • In 1666 Isaac Newton passed a ray of sunlight through a prism • Rays refracted into different colors • 2) Rays arranged in the order of the colors of the rainbow • 3) What we perceive as color is reflected light rays

  41. COLOR WHEEL ComplimentaryColors: across from each other tend to be more contrast Analogous Colors: next to each other, more harmony

  42. COMPLIMENTARY or ANALOGOUS? First Steps, VincentVan Gogh

  43. COMPLIMENTARY or ANALOGOUS? Henry Matisse

  44. ATTRIBUTES OF COLOR Value (v) Relative lightness or darkness of a color. Hue (H) Hue is the pure color. The generic name of the color.

  45. ATTRIBUTES OF COLOR Saturation (s) : it is how bright and dull the color is.

  46. ATTRIBUTES OF COLOR

  47. ATTRIBUTES OF COLOR

  48. ATTRIBUTES OF COLOR Primaries: Red, Yellow, Blue Secondaries: a mix of any two primaries. Orange, Green. Tertiaries: a mix of any two secondaries. Onscreen Color RGB, center is white light Used in Computer, TV, monitors Additive primaries Printing Primaries CMYK, center is black ink Used in printing Subtractive primaries

  49. WARM AND COLD COLORS BRAVO warmer BRAVO BRAVO BRAVO BRAVO BRAVO cooler

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