Introduction to Graphic Design- Elements and Principles of Art

Unit 1

Grade 9th-12th
Class: Graphic Design 1
Instructor: Ms. Ana

1. Introduction to graphic design: Elements & PRINCIPLES OF DESIGN 9 th - 12 th grade | Graphic Design I INSTRUCTOR: Ms. ANA UNIT 1

2. California Content Standards for Media Arts Refine and Complete Artistic Work​ |   Prof.MA:Cr3 a. Implement production processes, making artistically deliberate choices in content, technique, and style in media arts productions, demonstrating understanding of associated aesthetic principles, such as emphasis and tone. ​Perceive and Analyze Artistic Work  | Prof.MA:Re7 a. Analyze and describe the qualities of and relationships between the components, content, and intentions of various media artworks. b. Analyze how a variety of media artworks manage audience experience and create intention through multimodal perception. Interpret Intent and Meaning in Artistic Work | Prof.MA:Re8A   Analyze the intent, meanings, and reception of a variety of media artworks, focusing on personal and cultural contexts. Apply Criteria to Evaluate Artistic Work | Prof.MA:Re9 Evaluate media artworks and production processes at decisive stages, using identified criteria, and considering context and artistic goals.

3. Goal and Objectives - Students will understand the concept of  graphic design - Students will be learn the fundamental ideas about the practice of design. - Students will review the elements and principles of graphic design as well as ideas that make a design distinctive.    - Students will apply their understanding of the topics presented through the creation of a brief and creative design project.

4. WARM UP: GUESS THE LOGO

5. Why is a logo important to a brand? Question

6. They act as the identifying mark of a company Separates you from competition It what makes a business unique are recognizable Grabs attention Fosters brand loyalty Logos are important because…

7. What is Graphic Design? A form of visual communication The practice of composing and arranging the visual elements of a project Examples: A company logo Layout of a magazine Making a poster, flyer, or brochure Adding text to an image for a social media post Color coding a work calendar The single most important factor that differentiates graphic design from fine art  is the intent of communication

8. What is the main purpose of Graphic Design? C onvey or enhance a message. Can elicit an emotional response from viewer Motivate a viewer to take action

9. Question: Where would we be without graphic design?

10. Where would we be without graphic design?

11. Types of Graphic Design Identity Design Digital Design Print Design Animation Design Package Design Identity Design / logos Illustration Design This Photo by Unknown Author is licensed under CC BY-SA

12. Examples of Graphic Design Web Design Typography This Photo by Unknown Author is licensed under CC BY-SA This Photo by Unknown Author is licensed under CC BY-SA

13. Examples of Graphic Design User Interface Branding This Photo by Unknown Author is licensed under CC BY-NC This Photo by Unknown Author is licensed under CC BY-SA-NC

14. Examples of Graphic Design Packaging Design Publication Design This Photo by Unknown Author is licensed under CC BY-SA-NC This Photo by Unknown Author is licensed under CC BY-SA-NC

15. Designers achieve their goals by combining the elements and principles of graphic design.

16. Principles & Elements of Design Making good visual compositions begins with using these aspects and ideas in design. A design is an intentional organization of one or more components and concepts (such as line color or texture). These principles are used in all visual design fields: - graphic design -  industrial design - architecture   - fine art

17. Elements & Principles of Design

18. Element: Line Line is a mark between two points. Varies in form - Straight - Curved - Zig Zag Line weight can very to show contrast.

19. Element: Shape Shapes are areas, or figures contained by a closed outline. There are two types of shapes: Geometric Organic Created by a set of points that connect by either straight or curved lines and are usually abstract and simplistic EXAMPLES: Triangle, squares, circles, rectangles, spheres, pentagons, cubes They are far less uniform, proportional and well-defined. They can be asymmetrical or symmetrical. They include natural shapes. EXAMPLES: leaves, crystals, vines, or abstract shapes such as blobs and squiggles

20. Element: Texture Texture is the feel of a surface– furry, smooth, rough, soft, gooey or glossy. Graphic artist visually convey texture by using illusion to suggest how their work might feel if viewers could touch it. Mastering texture is an important part of making designs look polished and professional

21. Element: Color Color is used to generate emotions, create visual interest and create emphasis. Consist of 3 properties: Hue Saturation (Intensity) Value The name given to a color, such as red, yellow, blue, purple, green, orange, etc.. The purity or dullness of a color. A color’s purity is determined by whether it has been mixed with another hue and, if so, to what extent. The lightness or darkness of a color. Adding white or black to a hue changes its value. A “tint” is created when white is added, while a “shade” is made when black is added.

22. Element: Value a Value is how dark or light an element looks From dark to white Use value to create depth, establish a pattern and to lead the eye and emphasize an element

23. Element: Size Size refers to the dimensions of an element Scale can be used to try to create an emphasis on an element

24. Element: Space Space is the area around or between elements in design Related elements can be placed together to show unity. Unrelated elements can be placed apart to emphasize those surrounded by more negative space. Positive space: space occupied by visual elements that a designer wants their audience to focus on Negative space: everything else; including the background

25. Recap: What message do vertical lines send to a viewer? What message do diagonal lines send? What emotion does the texture give you? -Do you want to go in and touch this artwork?

26. Principle: Balance Balance is the distribution of the visual weight of objects, colors, texture, and space. If the design was a scale, these elements should be balanced to make a design feel stable.

27. Principle: Unity Unity in design occurs when the elements in space work together in such a way that the resulting look is balanced and harmonious

28. Principle: Repetition R epetition means  reusing elements: colors, patterns, fonts, images, textures and more throughout a piece of work . Another way of thinking about repetition is consistency.

29. Principle: Movement Movement is the principle of design used to give artists the ability to lead a viewer's eyes around an art piece .  ** Often focal points Can be directed by the use of: Lines Shapes Color

30. Principle: Emphasis E mphasis is  the part of the design that catches the viewer's attention . An artist can do this by: Contrasting an area with another area Area can be different in Size Color Texture shape

31. Principle: Scale & Proportion Scale  refers to the size of an object (a whole) in relationship to another object (another whole). Proportion  refers to the relative size of parts of a whole (elements within an object).

32. Principle: Rhythm & Pattern Also referred to repetition, the principle of rhythm indicates movement, while the placement of repeated elements in a composition result in a pattern Visual rhythm results in a sense of unity, as well create eye movement

33. Recap: What type of balance is shown? What elements and principles of design are used in this image?

34. Exercise Rule of design worksheet Please complete this worksheet on the rules of design. It will help you review what you just learned.