Beginning Graphic Design

1. Beginning Graphic Design How principles of design help to persuade & influence the public

2. But did you know there graphic designers follow design guidelines that support creative campaign ideas? • What makes you look at an ad? • Our world is saturated with media images so it takes a lot to capture attention of a target market. • Ad campaigns start with a good & creative idea

3. Unitycontrastbalancepatternmovementrhythmemphasis • These guidelines are called the Principals of Design • Help as a starting place when laying out a page. • Remember, there are always exceptions to the rules These principals can be found in several fine arts examples. Which can you find in this Van Gogh painting?

4. Unity- Repeating colors, shapes, values, textures, or lines creates a visual relationship between elements, called correspondence. • Unity is a measure of how the elements of a page seem to fit together - to belong together. • All of the design elements (images, fonts) are consistent with each other in shape, style and color • Establishing and maintaining a consistency throughout your printed piece is essential to the success of your design.

5. Balance- Color: Colors have weight Shape: Squares can be heavier than circles Lines: Thin vs. thickSize: larger=heavier • Symmetrical Balance is an even placement of visual weight in the design. • Asymmetrical Balance creates uneven spaces, a sense of imbalance making tension and a dynamic suggestion of visual movement. • Radial Symmetry relates to images emitting from a point like spokes on a wheel or ripples from a pebble tossed into a pond. • People like balance; we are creatures of symmetry and appreciate it in everything. Is this book cover balanced?

6. Pattern- repetition of visual movement - colors, shapes or lines. • The pattern in Johns' painting is regular, consisting of 121 rectangles stacked in eleven rows, each with eleven rectangles. • There is no focal area in many patterned paintings. artists use similar repeated motifs to create pattern in their work. • Increases visual excitement by enriching surface interest. • How does this work by Charis Tsevisusepattern? haris Tsevis haris Tsevis

7. Movement- along lines, edges, shapes, and colors within the works, but moves the eye most easily on paths of equal value. • Visual movement is used by artists to direct viewers through their work, often to a focal area.All of the design elements (images, fonts) are consistent with each other in shape, style and color • In graphic design, movement is also known as flow. • You want the viewer to see everything in the correct order and you want the viewer to look at your design for as long as possible. • Lines: The eye will naturally follow lines from start to end • Text: headlines; people read from left to right

8. Contrast- refers to differences in values, colors, textures, shapes, and other elements. • This elegant solution to promoting Tableaux Restaurant uses contrast and variety to create a sophisticated yet lively look. The mailer uses different yet complementary images and elements, including a leopard-skin pattern, stylized sun images, metallic bronze with olive green, Chinese type and English with calligraphic flourishes How does Cezanne use contrast in this piece?

9. Rhythm- repetition of visual movement - colors, shapes or lines. • Variety is essential to keep rhythms exciting and active, and to avoid monotony. • Duchamp painted this painting to show the rhythmic movement of a figure coming down the stairs. The effect is like stop-action or strobe-light photography, because the repeated shapes and angles of the abstracted figure move diagonally across the canvas. • Try to feel the rhythm the next time you walk down some stairs.

10. Emphasis- used by artists to create dominance and focus in their work. • There is an order in a design. You want the viewer to follow the correct direction, getting information in the correct order. • To do this you need to force them to a specific start point on the design. • Be careful that your dominant element doesn’t overwhelm the whole image. Too much dominance and the viewer will see nothing else • How to create emphasis • Color • Image • Shocking • Weird • Controversial • - Text or Words • Shocking • Weird • Controversial • Contrast • Size (Bigger image vs. smaller)

11. What is this an ad promoting? • How do we know? • Is it successful? Why? • Which design principals are they using? http://adsoftheworld.com/media/print/perrier_melt_tennis?size=_original

12. What is this an ad promoting? • How do we know? • Is it successful? Why? • Which design principals are they using?