Imaging and Design (8)

• Graphic Design - process in which we use typography, images, colors, icons and other illustrations
• This term was first coined by William Addison Dwiggins

  on 1992 as he called himself a “graphic designer”.
• Line - connects two or more points. essential element

  of graphic design.
• Line - to give emphasis, divide

  or organize content, or to guide the viewer’s eye.
• Shape - two-dimensional external boundary. has height and width
• two (2) major categories of shapes in design:

  Geometric & Organic
• Form - three-dimensional shape.
• Shadows, perspective, depth, and sometimes texture creates a form.
• Texture - physical quality of the surface
• Balance - creation of visual equilibrium, visual weight.
• Branding - what people thinks about you, your

  company, your product or your service.
• Layout and composition are the building blocks of design.
• There are five basic principles of layout and

  composition:

  1. Proximity

  2. White Space

  3. Alignment

  4. Contrast

  5. Repetition
• Proximity - process of placing related elements together
• White space - negative space between lines
• Alignment - organize different elements. give your composition a definitive structure
• Contrast means one element is opposite. to catch the viewer’s eye
• Repetition - to use of the same typefaces, color palettes
• Typography is the art of arranging texts.
• Font - variation of weights of a typeface
• Serif - fonts that have little strokes
• Sans serif -fonts with no extra strokes.
• Display fonts - called as fancy or decorative fonts.
• font/typeface - portray the message that you want to say to your viewers.
• typefaces on your design, limit yourself to one or two per project
• Color Theory describes how different colors contribute to each other
• Hue - pure, vibrant colors.
• Saturation - It refers to the intensity of the color.
• Value - refers to the lightness or darkness of a color.
• What are the primary colors? Yellow, Blue, Red
• Secondary colors? Green, Orange, Purple
• Tertiary colors? Violet, Amber, Teal, Vermillion, Chartreuse, Magenta
• Monochromatic Color Scheme - only focuses on one color
• Achromatic Color Schemes - only revolves on using desaturated colors like black, gray, and white.
• Complementary Color Schemes - opposite to

  each other in the color wheel.
• Split-Complementary Color Schemes - uses the

  colors on both sides of the opposite color. (narrow Triangle)
• Triadic Color Schemes - uses colors that form an equilateral triangle.
• Tetradic Color Schemes - uses two

  pairs of complementary colors.
• Vector - does not lose its quality
• Raster - pixelated