Graphic Design Introduction PDF

# Introduction to Graphic Design - "is a creative process that combines art and technology to communicate ideas" -AIGA ## Graphic Designer - one who has the artistic sensibility, skill, and experience and/or professional training to create designs or images for reproduction by any means of Visual...

# Introduction to Graphic Design - "is a creative process that combines art and technology to communicate ideas" -AIGA ## Graphic Designer - one who has the artistic sensibility, skill, and experience and/or professional training to create designs or images for reproduction by any means of Visual Communication - concerned with illustration, typography, calligraphy, surface design for packaging, or the design of patterns, books, advertising and publicity material, or any form of visual communication - create, choose, and organize elements to communicate a message - work with drawn, painted, photographed, or computer-generated images/pictures - designs that communicate, a specific message, to a specific audience within given limitations (financial, physical or psychological) ## Graphic Design vs. Web and Multi-Media Design ### Graphic Design - 2-dimensional, flat designs - Design of things generally on print - Includes posters, brochures, signs, billboards, other print ads and collaterals ### Web and Multi-Media Design - Design of the interactive - Often motion-based graphics - Information in more than one form - Includes text, audio, animation, full-motion video, graphics, etc. ## Basic Types of Graphic Design * Image-based design * Type-based design * Image & type design * Symbols, logos, & logotypes # The Design Process * Research * Determining parameters of the problem * Thumbnails * idea sketches that provide visual evidence * quick, miniature preliminary sketches for art director's use * Roughs or rough layout * done to size but not with much attention to detail * Comprehensives * generally used on special occasions as a presentation piece designed to impress, presented to the client for final approval * Presentation * verbal presentation to the client or director * Ready for Press * involves reproduction quality printouts from the computer that have color separations to guide color reproduction # Elements of Graphic Design * Shapes - pictograms, logos, etc. * Lines - used to divide space, direct the eye and create forms; grid system * Color - CMYK, RGB color models * Type - font type and size * Art, illustration & photography * Texture - whether actual surface of design or visual appearance of design * Layout * White-space # Raster vs. Vector * Pixel (Raster) * smallest unit of raster-based image * came from the words "picture element" * 1 color per pixel * resolution dependent * Vector * consists of point, curves & fills * stored as mathematical values * Disadvantages of vector * not suitable for every type of imagery * needs more processing power * Raster software * Gimp, Krita, Corel Paintshop, etc. * Vector software * Inkscape, Corel Draw, Affinity designer # Basic and Advanced Toolbars * (Refer to pdf in Canvas) # Principles of Good Logo Design ## Logo - is a word or symbol or both that represents an organization, business, product, brand, or individual - often the most prominent identity item for many companies or brands # Predecessors * Cylinder seals (c. 2380 BC) * Coins (c.600 BCE) * Coats of arms * Watermarks * Trademarks * Printing technology ## Functions of Logos * Identification * Distinction * Communication # Types of Logos * Wordmark or Logotype * Icon, mark or symbol * Combination mark * Emblem or illustration # Requisites of a Logo Designer * Raw talent * Communication skills * Patience * Understanding of basic principles of logo design # What a good logo should be * Simple * Distinctive * Relevant * Memorable * Timeless * Versatile # Logo Design Process * Design Brief * Research * Sketching * Computer concept design * Presentation and review * Send files # Iconic Logo Designers * Tom Geismar - Designed Mobil, Time Warner, Viacom & Xerox * Saul Bass - Designed Bell Telephone, Continental Airways, Dixie, United Way * Milton Glaser - Designed "I Love New York" logo, "Bob Dylan" poster, "DC bullet" logo * Yusaku Kamekura - Japanese graphic designer with style characterized by powerful, clear-cut designs using abstract forms, planes, and lines, as well as photography * Jerry Kuyper - Known as Forrest Gump of design * Lindon Leader - Designed CIGNA, Dun & Bradstreet, Technicolor, Federal Express, Ryder Systems, DoubleTree Hotels, Salt Lake 2002 Olympic Winter Games Logo, Banco Bradesco S.A. * Raymond Loewy - Designed Shell, BP, Exxon * Paul Rand - remains one of the most famous graphic designers of the world, designed IBM logo * Paul Scher - visually identified with the cultural life of New York City, designed Citi bank * Henry Steiner - Designed for IBM, Hyatt Regency, Hilton Hotels, Dow Jones, HSBC, Standard Chartered, Unilever, etc. # Designing Print Media ## Principles of Layout and Composition * Balance * Proximity * Alignment * Repetition * Contrast * Whitespace # Typography * Fonts * Typefaces # Terminoligies of Types * Pica * used to measure lines of text * one pica is equal to 12 points, and six picas are equal to one inch * Point * the general unit of measurement for a font * 72 points is equal to one inch * Leading * the spacing between lines of text * this distance, measured in points, is measured from one baseline to another * Tracking * the space between characters across an entire block of text * Kerning * the space between two individual characters within a block of text # Rules of Typography * Use classical typefaces * Limit the number of typefaces * Avoid similar typefaces * Be careful with capitalization * Use a legible font size * Dont mix size & weight * Pay attention to your kerning * Create a unified mood * Use proper alignment * Create contrast * Maintain typeface integrity * Avoid widows & orphans * Use even & consistent spacing * Stop using underlines # Page Layout * Grid * a means of alignment or a transparent framework on where to place graphic elements, imagery and text * consists of vertical and horizontal lines that divide a page into columns and margins * Anatomy of Grids * Margins * Flowlines * Columns * Rows * Gutters * Modules * Spatial Zones * Types of Grids * Rule of Thirds * Golden Ratio * Columns * Baseline Grid This document provides the basics of Graphic Design. It covers the key concepts, principles, and elements that are essential to creating effective visual communication. The text includes the importance of logo and typography, but it also considers the new challenges in Graphic Design due to the evolution of the web and multi-media design.