Podcast
Questions and Answers
What is the primary purpose of using whitespace in print media design?
What is the primary purpose of using whitespace in print media design?
Which typography principle is primarily about managing the space between characters within a word?
Which typography principle is primarily about managing the space between characters within a word?
What does the term 'baseline grid' refer to in page layout?
What does the term 'baseline grid' refer to in page layout?
Which of the following defines 'leading' in typography?
Which of the following defines 'leading' in typography?
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Which rule should you follow to create a unified and cohesive design?
Which rule should you follow to create a unified and cohesive design?
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What is the primary focus of graphic designers?
What is the primary focus of graphic designers?
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Which stage of the design process is characterized by quick, miniature preliminary sketches?
Which stage of the design process is characterized by quick, miniature preliminary sketches?
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What distinguishes graphic design from web and multi-media design?
What distinguishes graphic design from web and multi-media design?
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Which element of graphic design is primarily used to guide the viewer's eye?
Which element of graphic design is primarily used to guide the viewer's eye?
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What type of design combines both image and text seamlessly?
What type of design combines both image and text seamlessly?
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What is the purpose of the 'Ready for Press' stage in the design process?
What is the purpose of the 'Ready for Press' stage in the design process?
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Which of the following is not commonly associated with graphic design?
Which of the following is not commonly associated with graphic design?
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Which color model is primarily used for print designs in graphic design?
Which color model is primarily used for print designs in graphic design?
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What are the main characteristics of a vector image?
What are the main characteristics of a vector image?
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Which is NOT a requisite quality for a logo designer?
Which is NOT a requisite quality for a logo designer?
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What is one of the main functions of a logo?
What is one of the main functions of a logo?
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Which of the following types of logos includes both text and imagery?
Which of the following types of logos includes both text and imagery?
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Which of the following is NOT considered a principle of good logo design?
Which of the following is NOT considered a principle of good logo design?
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Which logo design phase involves creating the initial visual concepts?
Which logo design phase involves creating the initial visual concepts?
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Who is known for designing the 'I Love New York' logo?
Who is known for designing the 'I Love New York' logo?
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What is a disadvantage of using vector images?
What is a disadvantage of using vector images?
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Study Notes
What is Graphic Design?
- A creative process that combines art and technology to communicate ideas
- Uses various visual communication methods to communicate messages
- Incorporates illustration, typography, calligraphy, surface design, and more
- Designers work with drawn, painted, photographed, or computer-generated images
- Designs are tailored to specific audiences and limitations
- Graphic Designers must consider financial, physical and psychological constraints
Graphic Design vs. Web and Multi-Media Design
- Graphic design focuses on 2-dimensional, flat designs for print
- Web and Multi-Media design involves creating interactive, often motion-based graphics
- Web and Multi-Media Design often incorporates multiple forms of information, such as text, audio, animation, and videos
Basic Types of Graphic Design
- Image-based design
- Type-based design
- Image & type design
- Symbols, logos, & logotypes
The Design Process
- Research: Determining the parameters of the problem
- Thumbnails: Quick sketches for initial ideas and visual evidence
- Roughs or rough layout: Done to size, but not with much detail
- Comprehensives: Detailed presentation pieces for client approval
- Presentation: Verbal presentation to the client or director
- Ready for Press: High-quality printouts with color separations for reproduction
Elements of Graphic Design
- Shapes: Pictograms, logos, etc.
- Lines: Used to divide space, direct the eye, and create forms
- Color: CMYK and RGB color models
- Type: Font style and size
- Art, illustration, & photography
- Texture: Physical surface or visual appearance
- Layout
- White-space
Raster vs. Vector
- Pixel (Raster): Smallest unit of a raster-based image, resolution dependent
- Vector: Mathematical representation of points, curves and fills, resolution independent
- Raster software: GIMP, Krita, Corel Paintshop
- Vector Software: Inkscape, Corel Draw, Affinity Designer
Principles of Good Logo Design
- Simple: Easy to understand and recognize
- Distinctive: Unique and memorable
- Relevant: Reflects the brand or organization
- Memorable: Stays in the mind of the viewer
- Timeless: Remains effective over time
- Versatile: Adaptable to different uses and sizes
Types of Logos
- Wordmark or Logotype: Designed using only text
- Icon, mark, or symbol: A visual element without text
- Combination mark: Uses both text and a symbol
- Emblem or illustration: Integrated design with text and imagery
Logo Design Process
- Design Brief: Outlines the goals and requirements
- Research: Gathering information about the brand or organization
- Sketching: Generating initial ideas for the logo design
- Computer concept design: Developing the logo in a digital format
- Presentation and review: Presenting the logo design to the client
- Send files: Deliver the final logo files to the client
Iconic Logo Designers
- Tom Geismar: Mobil, Time Warner, Viacom, Xerox
- Saul Bass: Bell Telephone, Continental Airways, Dixie, United Way
- Milton Glaser: "I Love New York", "Bob Dylan" poster, "DC bullet"
- Yusaku Kamekura: Powerful, clear-cut designs using abstract forms, planes, and lines
- Jerry Kuyper: Forrest Gump of design
- Lindon Leader: CIGNA, Dun & Bradstreet, Technicolor, Federal Express, Ryder Systems, DoubleTree Hotels, Salt Lake 2002 Olympic Winter Games Logo, Banco Bradesco S.A.
- Raymond Loewy: Shell, BP, Exxon
- Paul Rand: IBM
- Paul Scher: Citi Bank
- Henry Steiner: IBM, Hyatt Regency, Hilton Hotels, Dow Jones, HSBC, Standard Chartered, Unilever
Designing Print Media
Principles of Layout and Composition
- Balance: Visual weight distribution
- Proximity: Grouping related elements
- Alignment: Consistent placement of elements
- Repetition: Creating visual consistency
- Contrast: Using differences to create interest
- Whitespace: Empty space to enhance readability and visual appeal
Typography
- Fonts: Specific typeface styles
- Typefaces: Families of fonts with varying weight and styles
Terminology of Types
- Pica: Unit for measuring line length (12 points)
- Point: Unit for measuring font size (72 points = 1 inch)
- Leading: Space between lines of text, measured in points
- Tracking: Space between characters across a block of text
- Kerning: Space between individual characters
Rules of Typography
- Use classical typefaces
- Limit the number of typefaces
- Avoid similar typefaces
- Be careful with capitalization
- Legible font size
- Don't mix size and weight
- Pay attention to kerning
- Create a unified mood
- Use proper alignment
- Create contrast
- Maintain typeface integrity
- Avoid widows & orphans
- Use even and consistent spacing
- Stop using underlines
Page Layout
- Grid: Framework for aligning elements
- Anatomy of Grids: Margins, flowlines, columns, rows, gutters, modules, spatial zones
- Types of Grids: Rule of thirds, Golden Ratio, Columns, Baseline Grid
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