D E S I G N • B A S I C S
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
1. Formal elements of graphic design:
- line
- shape
- color
- value
- texture

2. Principles of Graphic design: (BERU)
- balance (how many different kinds of balance are there?)
- emphasis (focal point & hierarchy)
- rhythm
- unity

3. Manipulation of space
- control positive and negative space

- always have a concept and strategy in mind before starting the visuals
- understand the goals and needs of the design problem at hand
- how do we discover the goals? Do research!

The Process of Graphic Design is:
1. Strategy/Concept
2. Design
- visual elements
- craft

Unity is very important! Contrast is very important!

Types of Contrast:
location - the center of a composition supports more "weight" than the edges. small shapes at the edge of a page can balance large ones in the middle
spatial depth - vistas that lead the eye into the page have great visual strength
size - the larger the heavier. Try contrasting expected sizes (show example 4-18)
texture - a small, highly textured area will contrast with a larger area with little to no texture
isolation - a shape that appears isolated from its surroundings will draw attention to itself more than one surrounded by other shapes
subject matter - our eyes are drawn to the realistic representation of something
value - high value contrast will contrast with larger areas of lower contrast (black vs. gray)
shape - complicated contours have greater visual weight than simple ones
structure - referring to type, a contrast in thins/thicks, round vs. square. Important when pairing different typefaces together
color - brighter and more intense vs. large & dull or light

We could break Graphic Design down most simply into: Type and other visual imagery!