03

IAT 102 Graphic Design

Reminders:

Draft 1 of project two – bring with you to Lab next week (see WebCT for requirements)

If you do not have a team for project 2 let TA know at the beginning of Lab.

Quiz #2 will be in your Lab week 7 (next week)Topics covered are:

1) Colour theory2) textbook 46 - 82.

Quiz #3 in week 10.

Quiz # 4 in week 12.

03

Design Basics

Design Tools

Fundamental Questions:

How do you lead users through information by visual means?

What is the most important information?

What should you see first?

Second?

hierarchy

• Hierarchy

• Contrast – dark / light, colour, text, scale, white space

• Movement

• Balance – asymmetrical & symmetrical

• Consistency / Repetition

• Proximity

• Alignment

Style-Hints (or elements for good design):

Scale: relative size

Contrast: colour, value, texture…..

Example: A designer might design a full-page magazine ad using a single small image in the middle of the page with lots of white space.

The contrast between the scale of the page and the scale of the content (image) draws attention to the image (it has greater Mass or visual weight). This can create a specific mood (depending on other elements) such as conservative, elegant, lonely, or open. http://desktoppub.about.com/od/gestalt/Gestalt.htm

Hierarchy: look first, second, third….

Where do you look first, second third?Why?What leads you through information?What creates balance?

Value: light to dark area

Color: colour harmonies

Example: A designer might design a full-page magazine ad using a single dominant colour and then highlight an area through use of a different colour based on a specific colour pallet.

Colour can also be used to lead the eye through the work.

Contrast

Emphasis through isolation

White space should not be considered merely 'blank' space — it is an important element of design which enables the objects in it to exist at all, the balance between positive (or non-white) and the use of negative spaces is key to aesthetic composition. - wikipedia

Balance

Balance: Informal / asymmetry / visual weight

Balance: Informal / symmetry

balance – symmetry or asymmetry

White space should not be considered merely 'blank' space — it is an important element of design which enables the objects in it to exist at all, the balance between positive (or non-white) and the use of negative spaces is key to aesthetic composition. - wikipedia

White space

Repetition

The concept of repetition says that you repeat design elements throughout the entire piece. The element can be a font style, graphic, line, icons, colors, the list is endless.

Most amateur designers think of a square as just a more convenient rectangle.

You will quickly find that there are more interesting proportions than a square…

hint: just multiple base number by 1.6 (1 to 1.6)

golden section

Or 1.6180339887

Rule of thirds – about placement rather then proportion

Visual Center and Balance

Placing important elements or the focal point of the design within the visual center of a piece is another design trick. The visual center is slightly to the right of and above the actual center of a page

Proximity

The concept of proximity says that related items should be grouped together. Likewise, items that are not related should not be close to each other. The process of grouping related information creates visual cues, which accomplishes Jakob's principle of facilitating scanning. An example of proximity is the relationship between subheading for my paragraphs (such as Proximity above), and the Paragraphs below them. Williams also suggests never having the same amount of white space between elements that aren't a part of a list

proximity

proximity

Alignment

The concept of alignment says that everything on a page should be visually connected to something else on the page. Nothing should be placed arbitrarily. When elements are aligned they are connected to each other, even if they are separated on the page. You may have noticed that the alignment of the subheading "Alignment" was centered. As it is said, "Good design is transparent." The lack of alignment between the subhead and the related paragraph made your eye have to travel across the page, and it was probably enough for you to notice

examples

summary:

1. Hierarchy is achieved by:1. Isolation2. Scale3. Contrast (value, colour, tone)

2. Visual Hierarchy1. Dominant, Sub-dominant, subordinate

3. Balance 1. Pictorial Weight (Informal Balance)2. Approximate Symmetry (Formal Balance)

4. White Space1. Figure / ground

5. Repetition:1. Through Repetition to create a perceived similarity to Elements in a composition

6. Proximity1. Create grouping

7. Alignment:1. One page2. Across pages

Clicker: Quiz Review

What colour harmony is this?

A)MonochromaticB)CoolC)AnalogousD)WarmE)Triadic

Clicker: Quiz Review

What colour harmony is this?

A)MonochromaticB)CoolC)AnalogousD)WarmE)Triadic

Clicker: Quiz Review

How is an italic letter defined?

A)Slated letterB)Letter for emphasisC)Hand writtenD)Based on cursive handwritingE)The roman form

Clicker: Quiz Review

How is an italic letter defined?

A)Slated letterB)Letter for emphasisC)Hand writtenD)Based on cursive handwritingE)The roman form

Clicker: Quiz Review

Identify the type crime

A)Images are not alignedB)Office should be right alignedC)Too much LeadingD)Headquarters is boldedE)Accountability is squished

Clicker: Quiz Review

Identify the type crime

A)Images are not alignedB)Office should be right alignedC)Too much LeadingD)Headquarters is boldedE)Accountability is squished

fin