Graphic Design Principles PDF

LITE Graphic Design Overview - Graphic Design: The process of using typography, images, colors, icons, and illustrations to visually communicate. - Coined by William Addison Dwiggins in 1922, who called himself a “graphic designer.” 5 Basic Elements of Graphic Design 1. Lines - Found in drawings...

LITE Graphic Design Overview - Graphic Design: The process of using typography, images, colors, icons, and illustrations to visually communicate. - Coined by William Addison Dwiggins in 1922, who called himself a “graphic designer.” 5 Basic Elements of Graphic Design 1. Lines - Found in drawings, illustrations, text composition. - Functions: Emphasis, division, organization, or guiding the viewer’s eye. - Attributes of lines: - Weight - Color - Texture - Style 2. Shapes - Two-dimensional external boundaries with height and width. - Categories of shapes: - Geometric: Regular and mathematical. - Organic: Freeform shapes. 3. Form  - Three-dimensional shapes created using shadows, perspective, depth, or texture. - Adds a sense of place to flat designs. 4. Texture - Refers to the physical quality of a surface (smooth, rough, shiny, etc.). - Types: - Real texture (3D). - Visual texture (2D). - Uses: - Establish visual value or focal point. - Create contrast. - Add depth and balance. 5. Balance - Visual equilibrium achieved by elements' visual weight. - Types of balance: - Symmetrical balance: Both sides are equal (e.g., radial symmetry). - Asymmetrical balance: Different elements but with equal visual weight. Lesson 8.1: Branding Definition: Branding is what people think about your company, product, or service. - Identity/Visual Identity:The visual representation of a brand (e.g., images, colors, typography). Seven Steps to Creating Brand Identity (Lucidpress, 2018): 1. Establish purpose and positioning: Define the company’s purpose, target audience, and unique features. 2. Conduct market research: Analyze the audience to understand their preferences and personality. 3. Get a personality: Determine the brand’s personality based on research. 4. Create a polished logo: - Should be simple, scalable, and memorable. - Examples: Amazon, Google, IBM. 5. Create an attractive color palette: - Use 1-3 primary colors. - Include shades from the primary color family for variation. 6. Select professional typography: - Avoid fancy fonts that confuse readers. - Don’t mix multiple fonts within a word or sentence. - Use contrasting fonts for titles and subtitles (e.g., serif for title, sans serif for subtitle). 7. Choose on-brand supporting graphics: - Include icons, images, design assets, and other visuals. Lesson 8.2: Layout and Composition Definition: Focuses on arranging objects or elements in a design. Five Principles of Layout and Composition: 1. Proximity: Place related elements together; unrelated elements should be separated. 2. White Space: - Negative space between lines, paragraphs, or elements. - Types: - Micro white space - Macro white space - Importance (Hedge, 2017): - Improves comprehension. - Focuses attention. - Guides users through grouping. - Defines branding tone. - Creates breathing space. 3. Alignment: Organizes elements to create order and structure. 4. Contrast: Opposing elements (e.g., color, size, typeface) to emphasize or guide attention. 5. Repetition: Consistent use of typefaces, colors, and elements to create unity. Lesson 8.3: Typography Definition: The art of arranging text to make it readable and visually appealing. Font vs. Typeface: - Font: Variations in weights of a typeface. - Typeface: The overall text style. Lesson 9.1: Image Definition of Images: Includes photographs, graphics, and other illustrations. Purpose: Makes compositions visually appealing. Image File Types: 1. Vector: Scalable without losing quality (e.g., logos, icons). 2. Raster: Pixel-based; loses quality when resized. 3. Encapsulated Postscript (EPS): A format for vector-based graphics. 4. Adobe Illustrator Document (AI): Native file format for Adobe Illustrator. Image File Extensions:  1. Joint Photographic Experts Group (JPG/JPEG): Compressed, commonly used for photos. 2. Portable Network Graphics (PNG): Supports transparency; ideal for web use. 3. Graphics Interchange Format (GIF): Used for animations and small file sizes. Photography An art form, like drawing and painting. Uses cameras to help us see life differently, feel emotions, and record stories/events. Derived from Greek, meaning "Painting with Light." Combines both art and science. Three Basic Types of Photography 1. Landscape Photography o Tells the story of a place and its connection to people. 2. Portrait Photography o Focuses on telling the story of a person. 3. Documentary Photography o Captures and tells the story of life as it happens. PS4 SINGAPORE Political Economy of Singapore Singapore is a city-state located at the southern tip of the Malay Peninsula, 85 miles (137 km) north of the Equator. Composed of Singapore Island (mainland) and 60 small islets. Separated from Malaysia by Johor Strait, connected via a road and rail causeway. Key Economic Facts Global Rankings: o 14th largest exporter and 15th largest importer globally. o 3rd highest GDP per capita (PPP). o 2nd freest economy in the world (after Hong Kong). Corruption-Free Environment: o Skilled workforce and advanced infrastructure. o Hosts over 7,000 multinational corporations (MNCs) from the US, Japan, and Europe. Trade and Investment: o Free trade access to ASEAN countries.  o Encourages firms to invest outside Singapore. o Major sectors include manufacturing, refining, electronics, petroleum, chemicals, and biomedical sciences. Port of Singapore: o One of the five busiest ports in the world. Economic Development of Singapore Strategic Factors: o No minimum wage to maintain competitiveness. o Foreign investment support via the Economic Development Board (EDB). o Efficient logistics ranked as the world’s top logistics hub. Sectoral Leadership: o World leader in financial services, oil rig production, and ship repair. o Top three oil-refining centers globally. o 2nd largest casino gambling market in the world. Factors Leading to Trade Dominance Export Dominance: o Petroleum products, electronics, chemicals, textiles/garments, telecommunication apparatus, transport equipment.  Import Needs: o Aircraft, crude oil, electronic components, motor vehicles, food/beverages, textiles, and chemicals. Major Trading Partners (2012): o Imports: Malaysia (10.6%), China (10.3%), US (10.2%), South Korea (6.8%), Japan (6.2%), Indonesia (5.3%). o Exports: Malaysia (12.2%), Hong Kong (10.9%), China (10.7%), Indonesia (10.5%), US (5.5%). Tourism and Education Contributions Tourism: o Attracted 10.2 million tourists in 2007. o Legalized gambling in 2005, enabling two casino resorts (Integrated Resorts). Medical Tourism: o Aims to serve 1 million foreign patients annually, generating $3 billion in revenue. Education Hub: o Over 80,000 international students in 2006. o In 2009, 20% of university students were international, mostly from ASEAN, China, and India. Banking and Financial Sector  Singapore is the 4th leading financial center globally. Banking assets under management increased from $92 billion (1998) to $350 billion (2004). Banking and business hours: o Business: 8:30 AM–6:00 PM (Mon–Fri). o Banks: 9:30 AM–3:00 PM (Mon–Fri), 9:30 AM– 1:00 PM (Sat). MALAYSIA Malaysia: Embracing Biodiversity Definition of Biodiversity Biodiversity: Short for "biological diversity." Refers to the totality and variety of living organisms on Earth, including: o Genetic diversity (variation within species). o Species diversity (number of species on Earth). o Ecosystem diversity (variety of habitats and ecological processes). Key Biodiversity Facts in Malaysia Malaysia is ranked 12th in the world for biodiversity (National Biodiversity Index).  Malaysia has only 0.2% of the world's land mass but is a biodiversity hotspot. Recognized as one of the 12 megadiverse countries globally (2001 Global Diversity Outlook). Estimated 170,000+ species exist in Malaysia. Factors Contributing to Biodiversity in Malaysia Wet tropical climate favorable for growth and evolution of flora and fauna. Great diversity of habitats: Seas, rivers, forests, and mountains. Old forests: Continuously existing for over 130 million years. Known Fauna and Flora Diversity Organisms and Number of Species Mammals: 286 species (27 endemic). Birds: 736 species (11 endemic). Reptiles: 268 species (69 endemic). Amphibians: 158 species (57 endemic). Freshwater fish: 449 species. Marine fish: 500 species. Invertebrates: 150,000+ species. Flowering plants: 15,000 species. Exotic Malaysian Species Fauna: Orangutan, Tapir, Sun Bear, Mousedeer, Sambar Deer, Irawaddy Dolphin. Flora: Rafflesia Flower (world’s largest flower). Conservation in Malaysia Protected Areas Approximately 60% of Malaysia’s land area is forested, including: o Permanent reserved forests, national parks, and sanctuaries. 10.6% of land designated as terrestrial protected areas. Notable Conservation Sites  Kabili Sepilok Sanctuary: Orangutan rehabilitation. Danum Valley Conservation Area: Dipterocarp trees. Rafflesia Forest Reserve: Rafflesia flowers. Santubong, Sarawak: Dolphin kayaking experience. Kuala Selangor: Elephants and fireflies. Jenderak Conservation Centre: Seladang (wild ox) Threats to Biodiversity Major Threats: o Habitat destruction, poaching, and climate change. o Rapid extinction rates: Species disappearing 100– 1,000 times faster than natural rates. Endangered Species in Malaysia: o Critically endangered: Sumatran rhino, Malayan tiger, Seladang (wild cattle). o Vulnerable: Dhole (wild dog), Hornbills, Leatherback turtle. o Extinct: Javan rhinoceros, Javan tiger, and Vietnamese rhinoceros. Malaysia Rainforests, Sanctuaries, and Parks Peninsula Malaysia: Rainforests, Sanctuaries, and Parks Perak Bota Kanan River Terrapin Wildlife Conservation Centre  Royal Belum State Park Sungkai Sambar Deer and Pheasant Wildlife Reserve Temenggor Forest Reserve Johor Endau-Rompin National Park Pahang Taman Negara - Kuala Tahan Jenderak Seladang Sanctuary Kenong Rimba Reserve Kuala Gandah Elephant Centre Taman Negara - Merapoh Tasik Chini Trek Selangor Kuala Selangor Fireflies Kuala Selangor Nature Park Sungai Dusun Rhino Sanctuary Kedah Langkawi Mangrove Swamps The Datai, Langkawi Ulu Muda Reserve Negeri Sembilan Ulu Bendol Reserve Berembun Forest Reserve Gua Batu Maloi Forest Reserve Sabah and Sarawak: Borneo Rainforest, Sanctuaries, and Parks Sarawak Semenggoh Wildlife/Orang Utan Rehabilitation Centre Bako National Park Niah National Park Kayaking in Kuching Kayaking with Dolphins  Borneo Highlands Kayaking Mulu National Park Tenyok Rimba Sabah Tabin Wildlife Reserve Sepilok Orangutan Rehabilitation Centre Kinabatangan Wildlife Sanctuary & Sukau Gomantong Cave Notable Features Kuala Selangor Fireflies: Unique firefly-watching experience in Selangor. Langkawi Mangrove Swamps: Explore the rich ecosystem of Langkawi. Kinabatangan Wildlife Sanctuary: A biodiversity hotspot with diverse wildlife. Sepilok Orangutan Rehabilitation Centre: Training and releasing orphaned orangutans into the wild. Conservation Categories Extinct. Extinct in the wild. Critically endangered. Endangered. Vulnerable. Conservation dependent. ARTS APPRECIATION Pre-Historic and Ancient Egyptian Civilization Pre-Historic Period Definition: Refers to ancient artistic expression created by early human societies before written records. Examples: Lascaux Cave painting, cave painting, rock carvings. 3 Periods of Pre-History: 1. Paleolithic Period (Stone Age): o Time: 3.3 million years ago. o Early humans (Hominins) used basic stone tools like sharpened stones. 2. Mesolithic Period: o Time: 10,000 to 8,000 B.C. o Transition between Paleolithic and Neolithic periods. o Developments: ▪ Created stone paintings. ▪ Developed tools like arrowheads and knives. ▪ Began using metal for protection and hunting. 3. Neolithic Period: o Development of a more structured lifestyle. o Cultivated plants and domesticated animals for food. Ancient Egyptian Civilization Overview: One of the earliest and most powerful civilizations. Located in Northeast Africa, along the Nile River, surrounded by desert and the Mediterranean Sea. Society and Culture: Lifestyle: o People were hunters and fishermen. o United through the Kingdom of Upper and Lower Egypt.  Government: o The Egyptian King was called Pharaoh. o Monarch system: Advisers were royal-blooded individuals. Writing: o Hieroglyphics: Pictorial writing system. o Cuneiform: Writing on clay, dried under the sun. Architecture: o Constructed monumental structures like pyramids. Religion: o Believed in Gods, Goddesses, and Deities. o Religious Hierarchy: 1. God (Superior) 2. King 3. The Blessed Dead 4. Humanity o Created statues made of stone. 5 Periods of Ancient Egypt: 1. Old Kingdom (Early Bronze Age) 2. Middle Kingdom (Middle Bronze Age) 3. New Kingdom (Late Bronze Age) 4. Late Period 5. Ptolemaic Kingdom ART HISTORY AND DEVELOPMENT Prehistoric Art Cave paintings: Animals for hunting success. Fertility statues: Magical belief for offspring. Early architecture: Menhirs, Dolmens, Cromlechs (gravestones). Egyptian Art Civilization: Nile River-based. Art focused on religion (e.g., Horus, Ra, Osiris). Architecture: Pyramids, mastabas, mummification. Classicism & Greco-Roman Tradition  Greek: Idealism, anatomy, harmony. Roman: Innovations like arches, still life, and monumental buildings. Medieval Art Religious themes: Focus on afterlife. Architecture: Romanesque to Gothic (stained glass, cathedrals). Renaissance Art Themes: Humanism, realism, and perspective. Key artists: o Leonardo da Vinci: Mona Lisa. o Michelangelo: David. o Botticelli: Birth of Venus. Civilization and Ancient Art River-based civilizations (Nile, Tigris, Indus, etc.). Mesopotamia: Pottery (8000 B.C.). China: Jade figurines, Terracotta Army. India: Bhimbetka rock shelters (9000 B.C.), Indus Valley art Prehistoric Arts: Seated Female (5600-5000 BC) o Believed to exist in the Halaf culture, Mesopotamian ancient art. o Retrieved from Met Museum Bhimbetka Rock Painting (3300-1700 BC) o Located at Bhimbetka rock shelter in Madhya Pradesh, India. o Represents ancient animal cave paintings. o Part of a UNESCO World Heritage Site. o Retrieved from New World Encyclopedia Venus of Willendorf (28,000-25,000 BC) o A fertility statue discovered in 1908 by Johann Veran. o Found in Lower Austria; now at the Naturhistorisches Museum in Vienna. o Retrieved from Wikipedia Ancient Art: Terracotta Army Soldiers (246-206 BC) o Sculptures constructed to guard the tomb of Emperor Qin Shihuang, the first emperor of China. o Discovered in 1974 by a farmer in Xi'an, China.  o Currently displayed at the Terracotta Army Museum in Xi'an. o Retrieved from China Highlights Ancient Egyptian Deities: Horus o One of the oldest and most significant deities in ancient Egyptian religion. o Son of Isis. Ra o The god of energy and the sun. Osiris o The god of the underworld and the afterlife. Roman Arts: Roman art imitated Greek styles but added new subjects like Still Life, Landscape, and Architectural motifs. Still Life: Depicts inanimate objects. Landscape: Includes landforms, vegetation, buildings, and weather. Arch of Titus (81 AD): Honorific arch in Rome, built by Emperor Domitian to honor his brother Titus. Baths of Caracalla (AD 212-216): Roman public baths in Rome, named after Emperor Caracalla. Medieval Arts: Early Christian Arts: Focused on spiritual symbols (cross, fish, lamb) and the afterlife. Byzantine Arts: Emphasized clarity, sharp outlines, and religious icons (e.g., Crucifixion). Romanesque Arts (1000-1200 AD): Known for geometric designs and stylized animals. Gothic Arts: Focused on religious themes, famous for stained glass and illuminated manuscripts. Sarcophagus of Junius Bassus (359 CE): Early Christian sculpture with Biblical scenes. Christ Pantocrator (11th Century): Byzantine mosaic depicting Christ as the ruler of the universe.