BITMAP & VECTOR GRAPHICS Art 100......... Fundamentals of Graphic Design.
Intro to Graphic Design- Ch 1 Definition of Graphic Design Some Basics Design Process Graphic Design...
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Transcript of Intro to Graphic Design- Ch 1 Definition of Graphic Design Some Basics Design Process Graphic Design...
Intro to Graphic Design- Ch 1
Definition of Graphic Design Some Basics Design Process Graphic Design Fundamentals
Defining Graphic Design
Defining Graphic Design
Not about Software (just tools) Visual Communication/ Functional Art Problem Solving “Information Architects” “…The designer conceives, plans, and executes
designs that communicate a specific message to a specific audience within given limitations…”
Some Basics
Logos- simplified forms Contrast- attention Visual Hierarchy- comprehension Layout- organization Integrating Type and Image Visual Themes
The Design Process
Defining the Problem Research (Audience, Constraints, Goals)
Build your Visual Vocabulary- search for samples Build on the work of others- combine in a new original way
Thumbnails Roughs Comprehensives Presentation Ready for Press
It Starts With Creativity
Good design is created with a basic understanding of:
- Design processes
- Theories and concepts of design Designer/client relationship governs the entire
design process
Fundamentals of Design Design elements
Line, Shape, Value, Color, Texture, Space
Design principles Balance, Proximity,
Alignment, Unity, Emphasis, Rhythm
Elements of Design- Ch 2
We have a catalog in our brains that filters the information.
How the eye sees and the brain organizes to give meaning.
Big Idea- Purposeful use to create meaningful designs
Basic Design Elements
Line Shape Value Texture Size Color Gestalt Principles
Lines
Begins with 4 lines-
edges of the page/screen Type Direction Quality
Shape Lines to create 3-D world General outline of something Geometric, Natural, Abstract Design is the arrangement of shape. Figure and Ground
Geometric Shapes
Square- What does a square symbolize?
Circle- What does it symbolize?
Triangle- What does it symbolize?
Grouping Shapes
Shapes affected by surrounding shapes Begin to understand by identifying overall
pattern Tend to recall letters if grouped in words. Group marks into recognizable/repeating
shapes is the simplest way to perceive
Figure and Ground
What is the object and what is the background?
Figure and Ground-Categories
Stable Reversible Ambiguous
Figure and Ground-Conditions
Enclosed area Textured area Convex Simplicity Familiarity Lower Half (gravity) Black tendency
Value
Lightness/Darkness Gives the image detail and texture Contrast is the relative emphasis Create Movement
Lead the Eye
Texture Tactile- actual paper Visual-
Objects in PhotosPhotoshop effectsPictures of TexturesSymbolic Textures
Choose textures that relate to the concept of the piece and are appropriate to the design
Size or Mass
Need to hold content Expectations Mood and Emphasis Contrast Creating Balance
Creating Balance
“Successful communication requires balance, the directing and conducting of visual tensions.”
Equal tension created by all elements pulling equally
Symmetry and Asymmetry
Balance- Symmetry
Traditional balance thru mirrored images left to right
The traditional book Good is looking for a
“quiet sense of order”, tradition and stability.
Balance Asymmetry
Balance thru contrast Visual Weight-
dominance of an object
Visual Direction- way the eye is drawn between elements
Direction
How to move thru the information? Text and Images are intentionally placed
to direct the viewers eye and to achieve visual unity
How do we get them to look at what we want and see the connections?
Use of contrast and unity
Intellectual vs. Visual Unity
“One is thinking of subject matter (intellectual unity); the other is looking at the design (visual unity).”
Intellectual is idea and word Visual is placement for the eye
Ideally work together to create the message.
Visual Dynamics
Top to bottom – comfort of gravity Vertical and Horizontal- comfort in stability
(diagonal lines- dynamic flux) Left to right- comfort in reading
Weight and Direction Influences
Location Spatial Depth Size Texture Isolation
Subject matter Value Shape Structure Color
Color-
Color Wheel
Properties of Color
Hue- name for the color Value- degree of light/dark Intensity or Saturation- purity and
brightness
Psychology of Color
Colors evoke specific emotional responses (personal or universal)
Warm – Stimulate Cool- Relax
Psychology of Color
Associations- personal and cultural Red- aggressive, sexual, national color
Example- sports car Blue- authoritative (darker), cleanliness and honesty
(middle), overall calming color Example- power blue suit
Yellow- warmth, good health and optimism… (in the past-weakness and cowardliness)
Example- food packaging Green- natural, environment, soothing and cooling
Example- cigarettes
Selecting Color
Cultural Color Associations The profile of the audience and its color
preference The character and personality of the
organization presented The designers personal relationship to the color An awareness of current color trends
Understanding Electronic Color
RGB vs CMYK
Gestalt Principles
Whole is the sum of its parts Each part is influenced by those around it. The eye seeks to create a whole
Similarity Proximity Continuation Closure Figure and Ground
Application Practice
Read the Golbeck Handout on Art Theory Before Friday, meet in your groups and
find a website to examine. Friday, come in with a website example
and be prepared as a group to discuss how basic graphic design principles were applied to this site.
Typography
Typeface- design of the letters Font- complete set of characters (software
typeface)
Above all else, the audience must be able to read it!
Typeface Categories
Serif- conservative and highly legible San-Serif- casual and legible Scripts- hand written Novelty-immediate tone setting and hard
to read
Type Characteristics
SizeMeasured in pica or points- 72 points in an
inch… 12 points in a pica… 6 picas per inchComputer screen can be deceptivePrinted proof to see actual sizeWeb design should be judged on a screen
Type Characteristics cont.
Line LengthMeasured in picaFlow to fill predetermined column
StyleLegibility prime concernEither stick to one type family or they need to
be very different
Type Characteristics cont.
LeadingVertical Space between linesReadability concerns
SpacingKerning- space between lettersWord Spacing
Type Characteristics cont.
FormatJustified-all lines same lengthUnjustified- flush left or right, center and
asymmetrical Style and Content
Visual toneAffects image of client
Type Characteristics Examined
Type Type Type Type Type Type
Type Type Type Type Type Type
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
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
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
Type Design
Type Design
Images- Ch 4
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.
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
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
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
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
File Formats High Quality for printing
TIFF- high image qualityEPS- less common
Compression Formats for ScreenJPEG- photos and illustrationGIF- text, logos and chartsPNG- need transparency around the graphicPDF- design intact- paper files
Basic Photo DesignIssues
Aspect Ratio Scanning and Essential Area- Over scan Information Density
Watch for information overloadTry not to crowd too much info into one space
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
Impact of Photography Not capturing reality
Fact that camera is there can change thingsEditing and Manipulating
Website Requirements Gathering
Site Owner’s goalsWhat do you want? A job
Site User’s goalsWhat matters to that specific employer
Human and Technical ResourcesWhat can you do? What can the host server do?
Content Needed
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
Defining Owner’s Goals
How do you make money? How are they successful?
What are the goals for the site? Research size of market opportunity What are the competitors doing? Identify the user’s behaviors that will best
support the site? Decide on Brand Personality or Positioning
(3 key adjectives)
Identifying Business Goals
Let’s use the website your group is working on.
What would be some goals for a site? What is their market? What are the potential user behaviors? What are the 3 key adjectives for brand
positioning?
Defining User’s Goals
Analyze the users habits and environment What characteristics would affect the
user’s interaction with the site? What is the user looking for? What steps are involved for the user to
perform tasks ?
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?
Technical Considerations
What tech resources do you have? Any technical restraints? (security,
bandwidth, etc.) Who will host the site? Is there people to maintain the site?
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
Project Bid
The cover and package Table of contents Needs analysis and description Target audience Creative strategy Project implementation Budget
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.
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.
Layout- Ch 5
Balancing Act Diverse Elements of the Design that
communicates and looks good Every element affects how the others are
perceived
Review the Fundamentalsof Design
Design elements Line, Shape, Value,
Color, Texture, Space
Design principles Balance, Proximity,
Alignment, Unity, Emphasis, Rhythm
Size and Proportion Organization of several things into a
relationship (size, quantity, or degree)
Visual Rhythm
Repetition of shapes, values, colors, and textures
Life is rhythm
Grid Layout
Grids provide order, but are flexible Choosing a grid
Elements- CopyArt- Photos
Path Layout
No grid Designer visualizes elements on blank
sheet of paper Unity relies on Unit Forming
Focal PointClear Path to next element
Path Layout
Focal Point TipsMake an object brightMake an object dark and the rest lightMake an object sharp and all else soft focusGive object different texturePlace object in an unusual direction/position Isolate the object
Path Layout
Integrating Type and ImageNear focal pointAlong the path of the focal point
Visual Hierarchy Importance of the infoFollow path of understanding based on size,
color and placement.
Path Layout
UnityEach object has a relationshipAlignment, color, direction, shape, etc.
Symmetrical/Asymmetrical LayoutSymmetrical is not always engagingAsymmetrical more conscience of placement
and balance.
Photo Layout
Dynamic photos, strong in design and human interestCropping-focus and dramaResizing- ratioSelecting- Quality, Merit,
Strength
Multi-panel Design
3-D design Each unfolding
present new facet of design1st panel- lureBuild interest / themeMailer?
Designing Content Elements
Using Photographs Effectively
Tell story or relevant to text Attention grabbing Clear, sharp, look good Well cropped and focused Do you have permission to use it?
Designing Content Elements
Text Design
Emphasize headings Text to background contrast Use Sans-Serif fonts, not Serif. Larger Type Size Shorter Lines NO ALL CAPS Avoid excessive italics Use plenty of blank space around text
Logo Design- Ch 6
Types of Logos Creative Process
Simple little marks that communicate an enormous amount of information.
Must be visually uncomplicated
Logos
Ease of RecognitionQuick or partial viewingHow fast can you recognize logos?
Logos
Ease of RecallToo many details are hard to rememberGood logos with simple marks are easy
How many logos can you put on paper right now?
Logos
Ease of ReproductionVariety of sizes and mediaMust be crisp and clear.Limit number of colors (1 or 2)-CostBlack and White repo- Do greyscale
Logos
They must encapsulate the company without focusing on one aspect.
Types of Logos
Logotypes Initials Abstract Symbols
Allusive Abstract Symbols Pictorial Symbols
Associative Symbols
Creative Process
Understand the Problem Get inspired Brainstorm Sketch Produce
Creative Process
Understand the problemRestate in own wordCommunication GoalAudienceResearch client and industryUnderstand organization, product and
competitors
Creative Process
Get InspiredLook around youOthers art can be an inspiration to your
creativity Brainstorm
Generate as many as possibleDon’t judge- No bad ideasEdit after.
Creative Process
Sketch Thumbnails Always use paper before keyboard
Produce Need a clear idea Create many options Get Feedback Rehearse explanations (concepts and choices)
Creating a Logo
Font choiceTry typing name in many fonts
Designing a symbol Iconic or Symbolic pictureColor combinations
Key is simplicity in form
Visual Themes- Ch 7
Unify the overall look of multi-page publications.MagazinesWebsitesBrochuresAd Campaigns
Inconsistent themes confuse and lose.
Creating Visual Themes
Color Choice Typeface Image Style Layout
Visual Hierarchy Editorial themes Tactile effects
Costs?
Computers connected to thousands of printers outputting more paperwork than ever before
Difficult to store, retrieve information Environmental concerns 1992 Adobe Solution: first version of the
Portable Document Format (PDF)
Electronic Publishing and Printing
Compression
Lossless- less compression but preserve original file
Lossy- high compression but lose some info (JPEG- high frequency)
Preparing Electronic Files
Assemble files in page layout program Bring all your images Select automatic trapping option in layout program and
ask to check All files must be CMYK if you are doing full color output In Photoshop, check color picker for an alert symbol (will
not print) Include all original scans and vector graphics Be sure all documents are linked. Supply all fonts Organize and label all the files on a disk