Graphic Design Principles & Elements ACL 2024 PDF

ACL 2024 Most people would assume that digital design and graphic design are the same Graphic design Digital design - Only deals with static imagery. - No - Much more fluid and adaptable. moving elements, animations, or - Refers to any graphic design...

ACL 2024 Most people would assume that digital design and graphic design are the same Graphic design Digital design - Only deals with static imagery. - No - Much more fluid and adaptable. moving elements, animations, or - Refers to any graphic design elements interactive pieces. created in a digital space, with more - Built upon fundamental teachings that flexibility regarding what fits under the discuss everything from how far apart digital design umbrella. letters should be to which colors can - Anyone can create digital pieces, not clash in a piece. just those who know the fundamentals of graphic design.  1. Alignment 2. Hierarchy 3. Contrast Principles of 4. Repetition Graphic Design 5. Composition 6. Balance 7. Movement 8. Proximity 3. Contrast | Contrast create emphasis via light vs dark, thick vs thick etc. 4. Repetition | Repetition help to tie individual elements together  1. Line 2. Shape 3. Form Elements of 4. Color Graphic Design 5. Texture 6. Space 7. Value 8. Size  Line horizontal Long and narrow Connects two points v Leads the eye from one e r point to another curved t i c LINES CAN CREATE: a l Direction Momentum diagonal Texture Connection/Relationships Division or Sections Energy  Vertical Line Lends dignity and formality Creates feelings of aspiration and ascension Represent grandeur and strength  Horizontal Line Restful Relaxing Informal stable  Diagonal Line Active Suggests movement unstable and fluid  Curved Line Upward – lifts and inspires Horizontal – relaxed, denotes gentleness and femininity Downward – sadness and seriousness Small - playful Curved lines represent comfort and ease when the curves are gentle. When they are deep curves, they represent calmness and movement. Curve lines represent the fluid movement of water. They also communicate sensual messages because they remind us of the curves of the human body. TYPES OF SHAPES TYPES OF SHAPES REPRESENTATION ORGANIC GEOMETRIC ABSTRACT STATIC DYNAMIC Boundaries by line and color  Shape Two dimensional Made by connecting lines Circles, squares, rectangles, triangles, ovals, diamonds....  Form Three dimensional Encloses space Spheres, cylinders, cones, cubes, pyramids.... The illusion of a 3D form on a 2D surface can provide: Variety Interest Direction Hierarchy FREE FLOWING THE COLOR THEORY USES OF COLOR It can draw your eye to an image. It can even communicate something important without using words at all. USES OF COLOR It can trigger an emotional response. USES OF COLOR Bright colors tend to have a fun or modern vibe Desaturated colors often appear more serious or businesslike. CATEGORIES OF COLOR A hue is just a color. Tint are created Shades are created Tone are created The true color when you when only black is when you add add white to any added to a hue. both black and hue on the color white to a hue or wheel. gray.  CATEGORIES OF COLOR Hue A hue is just a color. More specifically, a hue is any color on the color wheel. Tint This will lighten and desaturase the hue, making it less intense. Tints are often referred to as pastel colors, and many feel they are calmer quieter colors.  CATEGORIES OF COLOR Results in a rich, often more intense, and darker Shade color. Depending on the proportions of black, white, and the original hue used, tones can be darker or lighter than the Tone original hue, and will also appear less saturated or intense than the original hue. Tones can reveal subtle and complex qualities in a hue or combination of hues and are more true to the way we see colors in the real world.  COMPONENTS OF COLOR Hue: the specific wavelength range or color family. It's the purest form or the Value (or brightness): the level natural pigment of of color lightness or color, such as the darkness determined primary colors blue, by the addition of red, and yellow white (which makes a tint) or black (which makes a shade). A bright color may appear faded, while a Chroma (also known as darker color may saturation): a color's level of resemble black vibrance or dullness determined by the amount of gray added. A color with high saturation is a pure hue, while a color with low saturation has a tone of gray. COLOR BASICS They are called the primary colors because their true color pigments cannot be created by mixing any other combination of colors and all other colors in the color wheel are derived from these three hues. When painting it is important to have a true red, blue, and yellow to help you mix a variety of other colors. COLOR BASICS Secondary colors are created by mixing equal parts of two primary colors together. Red + Blue = Violet Red + Yellow = Orange Blue + Yellow = Green COLOR BASICS There are six tertiary colors. Tertiary colors are created by mixing equal parts of a primary and secondary color together. Blue (primary) + Violet (secondary) = Blue-Violet Red (primary) + Violet (secondary) = Red-Violet Red (primary) + Orange (secondary) = Red-Orange Yellow (primary) + Orange (secondary) = Yellow-Orange Yellow (primary) + Green (secondary) = Yellow-Green Blue (primary) + Green (secondary) = Blue-Green COLOR SCHEME A combination of 2 or more colors used in aesthetic or practical design. Aesthetic color schemes are used to create style and appeal. Colors that create a harmonious feeling when viewed together are often used together in aesthetic color schemes. Practical color schemes are used to inhibit or facilitate color tasks, such as camouflage color schemes or high visibility color schemes Color harmony uses the color wheel to illustrate time-tested color combinations. COLOR WHEEL An illustrative tool used to help us define colors and their relationships to one another, the first one was invented in 1666 by Sir Isaac Newton and several variations have been used since then. COLOR SCHEME The easiest formula for harmony is monochromatic because it only uses one color or hue. To create a monochromatic color scheme, pick a spot on the color wheel, then use your knowledge of saturation and value to create variations. COLOR SCHEME Complementary colors are opposite each other on the wheel; for instance, blue and orange or the classic red and green. COLOR SCHEME A split-complementary color scheme uses the colors on either side of the complement. COLOR SCHEME A triadic color scheme uses three colors that are evenly spaced, forming a perfect triangle on the wheel. COLOR SCHEME An analogous color scheme uses colors that are next to each other on the wheel, like reds and oranges or blues and greens. COLOR SCHEME Tetradic color schemes form a rectangle on the wheel, using not one but two complementary color pairs. This formula works best if you let one color dominate while the others serve as an accent. COLOR MISTAKES Colors that seem to vibrate The solution is to tone it down Start with one color, and try adjusting its lightness, darkness, or saturation. COLOR MISTAKES Legible - that means NOT using color— Neutral colors like black, white, and gray at least not in every little detail can help you balance your design  Texture The surface quality of an object or item Tactile – How the object feels to the touch – Can feel the variation in the surface Visual – An illusion - how the object appears to feel – Applied using line, color, & shading Ribbed rough crinkled smooth soft bumpy satiny silky fluffy hard flat abrasive nubby shines plush fuzzy ridged spikey course gritty slick TEXTURE is used to create a visual tone and can influence the look and feel of a piece of graphic design work. It is also used to attract or repel interest to an element depending on the pleasantness of the texture. TYPES OF TEXTURE: IMAGE TEXTURE Is generated from a combination of organic or geometric shapes and color. It can be simple or complex and generally appears random to create a particular look and feel. Image textures tend to tantalize the senses and therefore, the eye is naturally drawn to image textures. They can be likened to the sense of smell and touch, you can’t see anything in particular in it but overall it triggers emotions and sensations of touch. PATTERN TEXTURE Is also generated from organic or geometric shapes and color though pattern texture is mostly manufactured. Patterns can be simple or complex but unlike image texture that generally appears random, patterns appear more structured. Repeating a formation of shape and color will result in a pattern texture and repeating a logo in a formation will also result in a pattern texture. Like image texture, pattern texture also tantalizes the senses but in a different way. Patterns trigger our visual senses rather than emotional senses perhaps because pattern is more structured and less abstract. Pattern is more about visual recognition due to the shapes that repeat themselves, because of this in design pattern texture is used and works well as decoration. PATTERN TEXTURE TEXTURE CAN CREATE: A Sensory Experience Interest A Visual Relief Element Meaning Relationships PATTERN TEXTURE Repetition of line, shape, form, texture and/or color Reflects the mood of the elements used Can be formal, informal, calm, playful..... USE OF VALUE CAN ASSIST IN CREATING: Light & Dark Contrast Mass & Volume Contrast & Comparison Readability The Illusion of Form SIZE Is simply the relationship between the area occupied by one shape to that of the area occupied by another. To have a large sized shape requires the existence of a smaller sized shape. Size differences create interesting dynamics within a design. Equally sized shapes create confusion – the eye jumps from one to the other, not knowing where to rest. Space is important for establishing: Hierarchy Legibility & Readability Focus Direction Tempo Pause & Reflection  Space The three dimensional expanse that a designer is working with Space  To help a small area feel spacious Allow for large open areas and empty space Use mirrors Use small prints, patterns, and textures Use light, cool colors  To help a small area feel spacious Allow as much floor to show as possible Place large pieces of furniture near walls Furniture should be up off the floor and not bulky  To make a large area feel intimate Place furniture perpendicular to walls Group furniture according to areas of activity Use large furniture that sits directly on the floor End…