It era module 7

• Graphic Design


  A process in which we use typography, images, colors, icons and other illustrations to communicate visually
• Graphic Design


  • First coined by William Addison Dwiggins in 1992
  • Thousand-year-old craft dating back to ancient cave drawings
  • Used to communicate visually, provide good user experience, and boost/improve emotions (with use of colors)
  • Fundamentals include PowerPoint presentations, web/mobile applications, posters, logos, and paintings
• Basic elements of graphic design

  • Lines
  • Shapes
  • Form
  • Texture
  • Balance
• Line


  A kind of shape which connects two or more points, essential element of graphic design, can be thick, thin, curved, or jagged

  
• Lines


  • Used in drawings/illustrations, textures/patterns, text composition (to give emphasis, divide/organize content, guide viewer's eye)
  • Impacts differ based on attributes
• Shape


  A two-dimensional external boundary of an object, together with lines form the foundation of design
• Categories of shapes


  • Organic
  • Geometric

  
• Form


  A three-dimensional shape, created by shadows, perspective, depth, and sometimes texture
• Texture


  The physical quality of the surface of an object, can be real (3D) or visual (2D), adds depth and visual interest
• Types of visual balance

  • Symmetrical
  • Asymmetrical
• Branding and identity


  Branding is what people think about a company, product, or service, identity is the visual representation of a brand
• Branding and identity examples


  • School color combinations (e.g. red and maroon for PUP, red and green for UP)
  • Bright and bold colors associated with Vincent Van Gogh
• Steps to creating a brand identity design

  1. Establish clear purpose and positioning

  2. Conduct thorough market research

  3. Get a personality

  4. Create a polished logo

  5. Create an attractive color palette

  6. Select professional typography

  7. Choose on-brand supporting graphics
• Layout


  Verb phrase meaning to arrange something
• Composition


  Noun meaning how elements are organized
• Principles of layout and composition

  • Proximity
  • White Space
  • Alignment
  • Contrast
  • Repetition
• Proximity


  Placing related elements together, separating unrelated elements
• White space


  Negative space between lines, paragraphs, and elements, can be micro (small) or macro (large)
• Importance of white space

  • Improved comprehension
  • Focus and attention
  • Increased interaction rate
  • Guide user through local grouping
  • Branding and design tone
  • Creates breathing space for users
• Alignment


  Organizing different elements in a composition, can be left, centered, right, or justified
• Contrast


  One element being opposite to another, applies to color, typeface, and size
• White space


  Breathing space for users, helps create brand personality, makes design less stuffy and overwhelming
• Alignment


  • Helps designers organize different elements in their composition, can be left, centered, right, or justified
• Contrast


  One element is opposite to the other element, can be in colors, typeface, or size, helps catch viewer's eye, create direction, or give emphasis
• Repetition


  Using the same typefaces, color palettes, or other elements to achieve consistency and unity in composition
• Font


  Variation of weights of a typeface
• Typeface


  Text style
• Types of Fonts


  • Serif
  • Sans Serif
  • Display
• Serif fonts


  • Have little strokes called serif on each end of the letter, typically used in formal or traditional projects
• Sans serif fonts


  • Have no extra strokes, simple, commonly found in mobile phones and computer screens
• Display fonts


  • Also called fancy or decorative fonts, can be script, blackletter or all caps, used in special occasions like invitations, titles, or posters
• Choosing a font/typeface


  Should portray the message you want to convey, avoid overused and outdated fonts, limit to 1-2 per project, can combine different font types for emphasis or contrast
• Hue


  Refers to pure, vibrant colors
• Saturation


  Refers to the intensity of the color, ranges from black and white to vibrant colors
• Value


  Refers to the lightness or darkness of a color
• Monochromatic color scheme


  • Uses one color with variations in saturation or value
• Achromatic color scheme


  • Uses desaturated colors like black, gray, and white
• Analogous color scheme


  • Uses a group of three colors that are adjacent in the color wheel
• Complementary color scheme


  • Uses colors that are direct opposites in the color wheel, usually a combination of a primary and secondary color
• Split-complementary color scheme


  • Uses the colors on both sides of the opposite color