Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

GDF 111 Graphic Design Fundamentals

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Typography

• Typeface- design of the letters• Font- complete set of characters (software

typeface)

• Above all else, the audience must be able to read it!

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Typeface Categories

• Serif- conservative and highly legible• San-Serif- casual and legible• Scripts- hand written• Novelty-immediate tone setting and hard to

read

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Type Characteristics

• Size– Measured in pica or points- 72 points in an inch…

12 points in a pica… 6 picas per inch– Computer screen can be deceptive– Printed proof to see actual size– Web design should be judged on a screen

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Type Characteristics cont.

• Line Length– Measured in pica– Flow to fill predetermined column

• Style– Legibility prime concern– Either stick to one type family or they need to be

very different

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Type Characteristics cont.

• Leading– Vertical Space between lines– Readability concerns

• Spacing– Kerning- space between letters– Word Spacing

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Type Characteristics cont.

• Format– Justified-all lines same length– Unjustified- flush left or right, center and

asymmetrical

• Style and Content– Visual tone– Affects image of client

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Type Characteristics Examined

• Type• Type• Type• Type• Type• Type

• Type• Type• Type

• Type• Type• Type

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Typeface Layout Tips

• Serif body/San Title or vice verca• No novelty in body• Italics for emphasis• Never all caps• Limit 2 fonts per page• Limit 3 font sizes per page• Simplify

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Text Contrast Layout Tips

• Contract title and body text for interest• Vary size, weight, style, separation, color

differences• Best legibility (black text/white paper)• Reduce legibility (black text/dark paper)• Simplify

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Text Format Tips• Consistent space• Separate paragraphs with either line space or indent,

not both.• 50-70 words per line• Leave plenty of white space• Balance• Look at the whole• Simplify

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Type Design

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Type Design

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Images

• Creating Graphics• Illustration- using images that represent or

express to make a visual statement• Can show something that cannot be

photographed• Purpose- present product, tell story, clarify

concept, or demonstrate a service.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Basic Types of Graphic Creation Programs

• Drawing- Vector programs– Illustrator- draws object… no layers

• Paint- Bitmap programs– Photoshop- working in pixels and layers– .bmp .jpeg .gif .pic .tif

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

What is a Pixel?• Building Blocks• # of pixels and color determine image quality,

size and the look of the image• Cannot delete a pixel, just change its color• More pixels, larger file size… so eliminate

unnecessary pixels• # of pixels per inch determine resolution, the

key to image quality

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Pros/Cons of Bitmap images

• Most appropriate for photo-realistic images and complex drawings

• Large file size, inability to resize or scale without effort and loss of quality

• Bit-depth determines # of colors that can be displayed by individual pixel

• Can grab from screen, scan it, download or capture it• Can manipulate it, adjust it, cut and paste it

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Pros/Cons of Vector images

• Most appropriate for shapes (mathematically expressed)

• Can be filled with color and patterns• Use a fraction of the file space as bitmaps• For web, downloads faster• Most programs can export vector to bitmap• Vector images require a plug-in to display on the web

(Flash)• Can not be used for photo-realistic images

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

File Formats• High Quality for printing– TIFF- high image quality– EPS- less common

• Compression Formats for Screen– JPEG- photos and illustration– GIF- text, logos and charts– PNG- need transparency around the graphic– PDF- design intact- paper files

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Basic Photo Design Issues

• Aspect Ratio• Scanning and Essential Area- Over scan• Information Density – Watch for information overload– Try not to crowd too much info into one space

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Digital Cameras and Scanning

• Choosing the Best Resolution? – Input and Output

• How distribute? 72 for web, 100-300 for printing

• Formula for resolution- x 1.5 or 2• Pros use 1,200 or 2,400 hundred for original

and link to file

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Impact of Photography• Not capturing reality– Fact that camera is there can change things– Editing and Manipulating

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

What is the goal(s)?

• Owner’s Goals– Business aspect =

Making money– Measure the audience– Brand Positioning =

Personality

• User’s Goals– Information– Commerce– Easy– Useable– Identifiable

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Identifying User Goals

• Again, let’s use the website your group is working on.

• What would be some user goals for a site?• How would they use the site?• What do they want from this site?• How many steps would be acceptable to perform a

task?

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Determine cost, timeline, and tasks

• As a general rule, three variable are time, money, and people.

• Budget is total of estimated hours for each task at hourly rate

• Have contractors and consultant work off-site and with own equipment, so they are not employees

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Project Bid

• The cover and package• Table of contents• Needs analysis and description• Target audience• Creative strategy• Project implementation• Budget

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Content Acquisition

• Self produced• Third party content sources (clip art, stock footage

library, public domain sources)• Public Domain has no owner, but never assume• Copyrighted material can not be used without

permission

• If in doubt, don’t use it unless you paid for it.

Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

Using Talent• American Federation of Television and Radio Artists

(AFTRA) or Screen Actors Guild (SAG)• Talent Agency• Auditions and Casting Calls• Union Contracts ($540/8 hour day)• Release Forms• Always think about future use, when working with

release forms.