MODULE 7

• Graphic Design

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

  William Addison Dwiggins coined this term in 1992 as he called himself a "graphic designer"
• Five basic elements of graphic design

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

  A kind of shape which connects two or more points, considered an essential element of graphic design
• Different styles of a line

  • Thick Line
  • Thin Line
  • Curved Line
  • Jagged Line
• Attributes of a line

  • Weight
  • Color
  • Texture
  • Style
• Shape

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

  • Geometric
  • Organic
• Form

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

  The physical quality of the surface of an object in an artwork or design, can be real (3D) or visual (2D)
• Uses of texture

  • Establishing visual value or focal point
  • Creating contrast
  • Making artwork visually balanced
• Visual balance

  The creation of visual equilibrium by relating elements like line, shape, color, space or form in terms of their visual weight
• Types of visual balance

  • Symmetrical balance
  • Asymmetrical balance
• Branding

  What people think about you, your company, your product or your service
• Identity/Visual identity

  The visual representation of a brand, in the form of image, color, typography, etc.
• 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 and composition

  The arrangement of objects or elements in a design
• Principles of layout and composition

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

  The process of placing related elements together
• White space

  The negative space between lines, paragraphs, and elements in a design
• Types of white space

  • Micro white space
  • Macro white space
• Importance of white space in design

  • Improved comprehension
  • Focus and attention
  • Increased interaction rate
  • Guide the user through local grouping
  • Branding and Design Tone
  • Creates a breathing space for users
• Alignment


  Helps designers to organize different elements in their composition
• Macro white spaces


  • Help guide the viewers to the focus area in the design
• Increased interaction rate

  If used wisely, white space in design helps the viewer to get the message quickly even without looking at the instructions
• White space


  • Helps you to achieve the proximity of your design
  • Creates a breathing space for users
• Branding and Design Tone

  Let us look back at the steps of brand identity design, the way how are you going to apply white spaces in your design helps you create your own brand's personality
• Alignment

  • Helps designers to organize different elements in their composition
  • Effective use of alignment give your composition a definitive structure and a creative balance
• Contrast

  Means one element is opposite to the other element. This does not only apply to colors, but to typeface and size of elements as well
• Repetition


  Simply means to use of the same typefaces, color palettes, or other elements to achieve consistency in your composition
• Typography

  The art of arranging texts that makes it readable and appealing to the viewer. It involves font style, typeface, and text structure
• Font

  Refers to the variation of weights of a typeface
• Typeface

  Refers to the text style
• OTF


  Stands for Postscript-flavored OpenType
• TTF


  Stands for Truetype-flavored Opentype
• Difference between font and typeface

  Font refers to the variation of weights of a typeface, typeface refers to the text style
• Types of Fonts


  • Serif
  • San Serif
  • Display
• Serif fonts


  Fonts that have little strokes on each end of the letter. They are typically used in formal or traditional projects
• Sans serif


  Fonts with no extra strokes. They are normally found in mobile phones, and computer screens
• Display fonts


  Sometimes called as fancy or decorative fonts. It can be script, blackletter or all caps. These type of fonts are used in special occasions like invitations, titles, or posters