LESSON 1: Introduction to Creative and Graphic Design
Creative Design is the process of creating seamless integration of images, photos and text applying
them in all aspects of design.
Illustrator – creating images and rendered drawings
Photoshop - enhancing and modifying photos
Software in Creative Design:
Graphics and Photo Editing
design to edit, optimize, modify and organize photos from all sources.
Adobe Photoshop and Corel Photopaint
Vector Line Art
geared for image and graphic creation and illustration (Adobe Illustrator and Corel, Draw)
Desktop Publishing/Layout
design to manipulate page geometry for all objects (Adobe Pagemaker and InDesign, Microsoft
Publisher)
Portable Document (PDF)
fixed layout document that represents a flat image of a file independent of the program,
software and hardware. (Adobe Acrobat)
The Basics
Graphic File Formats
a method to organize and standardize the handling and storage of photographic, graphic and
other image data.
Resolution
quality and sharpness and clarity of an image
Image Sizes
determined by the number of pixels and the depth of color of each pixel
More number of rows and columns, the higher the resolution and the memory
Colors
8-bit pixel color can store 256 colors
24-bit pixel can store 16 million colors known as true color
Image File Compression
process of reducing the memory storage of an image to decrease picture size
Lossy file size is smaller, some image deterioration become noticeable; pixelized; artifacting
Lossless image quality is not diminished even when you resize the image
Image File Formats
Vector Graphics
Preferred format for those who desire quality prints and display of images
Raster
Common Formats that we will encounter in most digital image files
JPEG Files lossy image format: generally accepted format
Sources of Photos
Personal and Professional Photos
Photos taken by amateur and professional photographers using digital camera
Scanned Images
Images are transferred from printed photos to graphics that we wanted to store in our computer
memory with the use of scanner
Stock Photo Library
Several photographs and created images are available for sale; can be used without payment
of additional fees
Composition Techniques
Composition
Putting together elements of painting, photography, graphic design and other artwprk with
coscious effort in arranging the parts
Rule of Thirds
A composition technique when an image is imagined to be divided into three parts horizontally
and vertically and creating nine equal squares on the image.
Rule of Odds
A composition technique derived from findings that by placing an odd number of elements in a
composition the viewer should find it pleasurable
Rule of Simplicity
Can be achieved by limiting distracting elements in a composition so that the user can focus on
primary subject
Simplicity is beauty
Graphic Design
Is a part of your daily life
Is a creative process that combines art and technology to communicate ideas
Types of Graphic Design:
Image-based design
Designers develop images to represent the ideas their clients want to communicate.
Type-based design
Designers rely on words to convey a message
Image and Type design
Designers often combine images and typography to communicate a client’s message to the
audience
Symbols, logos and logotype
Symbols are an abstract representation of a particular idea or identity.
Logotypes a symbol composed of type only
Logo a symbol that may be a combination of image and type
Design Process
Briefing stage that is usually the initial conversation or consultation between the client and the designer
Design stage is the most time-consuming area and requires a lot of trial and error as well as a lot of
back-and-forth communications between designer and client.
Artwork the designer prepares the artwork files and provides “proof” of what the final project will look
like
Production once the artwork has passed final approval from the client, it is said to be ready.
Lesson 2: GRAPHIC DESIGN PROCESS
Design
means an artifact, entity or an image
denotes activity of making such artifacts or bringing such entities or images into existence
Design Process
Involves creative thinking, imagination and visualization.
A multi-stage processes.
6 outline of design process (Stages):
Stage 1 Design Brief
Identification of Design Problem – design problem or an issue is normally given by the client
Research Positioning the Design Project – once the initial design problem is formulated, a
designer conducts a thorough research
Requirement Analysis – supposed to conduct initial survey of the target audience
Finalisation of the Brief – designer now reflects upon the initial brief and if necessary makes the
required changes.
Stage 2 Creative Processes
Preparation and Observation – always observant
Exploration and Ideation- creating lists of relevant words
Preparing Thumbnails or documenting ideas – always keep track
Analysis and Selection – critically analyse
Stage 3 Planning and Execution
Concept Generation – overall visual theme are decided
Assets Creation and Collection – create materials to execute design
Visual Design – most important fact about design is its visual composition, whether it’s a print
media or the new media.
Stage 4 Prototype or Dummy called preparing an ‘artwork’ for the design.
Stage 5 Implementation The designer forwards the artwork to a commercial printer and then the printer
gets a printed copy or a ‘proof’
Stage 6 Report prepare a design specification document.
Stage 7 Review and Assessment a review is conducted by the designer or by a third party agency.
Lesson 3: Design Basics: Points, Lines, and Planes; Gestalt, Shape, Balance, Rhythm, Unity;
Color
Design Basics: Points, Lines and Planes
Points
Are those fundamental marks that artists and designers make
A simple dot or tiny drop of ink or paint that calls the viewer’s attention to a position on the page
or canvas
Can most commonly be thought of as a dot
Positive Space
Is the area or part of a composition that the subject occupies
Negative Space
The area around the positive space
Is the space between objects or the parts of an object
Locus
A particular position, point, or place; the effective or perceived location of something abstract
Lines
One of the most basic visual elements of design
Can be used as crucial elements of design
Can be used to add structure to a composition, to frame information and to divide information
Can be used to add hierarchy and emphasis
Can be used to build and represent information in infographics
Can be straight, curve, thick, thin, solid and dashed
Is an infinite series of points
Is the connection between two points
Can be a positive mark or the space between two or more positive shapes
Planes
Or shapes are defined by the line at their edges
Artist use planes to realistically render, places, objects and people to abstractly define space
and forms.
Gestalt: Shape, Balance, Rhythm, Unity
Gestalt theory
as a branch of psychology originated in Germany in the 1920s
Gestalt theories as a way to create a reliable foundation for the spatial organization of graphic
information
Gestalt PRINCIPLE
Closure the mind supplies the missing pieces in a composition if there are enough of the significant
features visible.
Symmetry the quality of being made up of exactly similar parts facing each other or around an axis.
Symmetrical designs are balanced and easily understood by a viewer while Asymmetrical designs can
be awkward.
Figure-ground
ground a fundamental concept in design, it refers to the contrast between black and white,
foreground and background, dark and light and equilibrium.
Can be used to describe a wide variety of complex images and compositions
Most common and easily be understood principle
Figure the positive space that are defined by a spatial relationship which occurs between all the
other parts of a field
Ground the background, field, white space or negative space with carries the figure or positive
elements
Continuation human will find lines or contours and continue them beyond their ending points
Similarity this can be applied to typefaces, colors, text, and headline styles.
Proximity
Elements/Principles of Design: visual tools to use to communicate a message.
Elements of Design: visual tools to use to communicate a message.
Lines the distance between two points. Look closely at the great variety of lines, straight, curved, thick,
thin, solid and not-solid.
Shapes squares (and rectangles), triangles, and circles are the three basic shapes.
Size how big or small is it? Look at mass or visual weight of graphic and text elements.
Balance
is the distribution of the visual weight of objects, colors, texture and space
expressed as a sense of equilibrium
Pattern
Is the repeating of an object or symbol all over the work of art
It is visual element that repeat in predictable manner
Movement
Is the path the viewer’s eye takes through the work of art, often focal area
The use of lines, color, and repetition to create the illusion of motion
Emphasis
Is the part of the design that catches the viewer’s attention
To express with particular stress or force
Repetition
Works with pattern to make the work of art seem active.
Is a reminder that every project should have a consistent look and feel
Proportion
It is the feeling of unity created when all parts relate well with each other
Is a principle that describes the size, location or amount of one element to another.
Rhythm
Is created when one or more elements of design are used repeatedly to create a feeling of
organized movement.
Is how the eye moves across a graphic design
Good rhythm helps maintain the reader’s interest
Variety
Is the use of several elements of design to hold the viewer’s attention and to guide the viewer’s
eye through and around the work of art
Unity
Is the feeling of harmony between all parts of the work of art, which creates a sense of
completeness
Contrast
Simply means that one item is different from another.
Proximity
Is all about using visual space to show relationships in your content.
It is the closeness and distance that can be used to group related items and separate unrelated
items
It is closeness of an object that can be used to group related items together
Hierarchy
A visual technique that can help the viewer navigate your work.
Alignment
Is something you deal with all the time, even if you don’t realize it.
Lesson 4: COLORS
Color
plays a vital role in design and everyday life
it can draw your eye to an image
Additive Color
is color we experience in the natural world- it is the color made from the light og the sun
RGB
Monitors, screens, driven by light
Subtractive Color
the color we experience when working with paints, inks or other pigments.
CYMYK
Print, ink, Desktop publishing
Color Theory so how do we know which colors look good together and which one’s don’t
Color Wheel to illustrate time-tested color combinations
Secondary Colors are created by combining two primary colors.
Hue is the easiest one; it’s basically just another word for color.
Saturation refers to intensity- in other words, whether the color appears more subtle or more vibrant.
Value has to do with how dark or light the color is, ranging from black and white
Color Harmony actually tried-and-true formulas based on something
Monochromatic the easiest formula for harmony because it only uses one color or hue.
Analogous color scheme uses colors that are next to each other on the wheel
Complementary colors are opposite each other on the wheel
Split-complementary color scheme uses the colors on either side on the complement
Triadic color scheme uses three colors that are evenly spaced, forming a perfect triangle on the wheel
Tetradic color scheme form a rectangle on the wheel, using not one but two complementary color
pairs
Primary colours make up the basis for the color wheel. (Red, Yellow and Blue)
Secondary colours are made by mixing equal portions of the primary colors. (Green, orange and
purple)
Tertiary colours are made by mixing a primary colour with a neighbouring secondary colour
Monochromatic colours are shades and tints of the same colour. It is typically balanced and easy on
the eye
Analogous colours are balanced but are typically more interesting as the colours have more contrast
Complimentary colours have high contrast, which produce vibrant exciting colour schemes
Triadic tertiary colours typically produce vibrant effects
Red
Bold, passion, strength, energy, love, vitality, danger
Loss of temper, agitation, anger
Orange
Perceived as vitality, energy and fun
Most visible color, used in safety
Yellow
Perceived as sunshine, hope, positivity and etc
Cowardice. May represent caution, sickness and jealousy
Green
Freshness, growth, renewal, environment
Blue
Reliable, conservative, dependable
Purple
Royalty, nobility
Gray
Cool, neutral, balanced color, formal
Black
Power, fear, mystery strength
White
Purity, innocence
Lesson 5: Typography Design
Brief History of Typography
An art form that has been around for hundred years
Symbols were used to represent an object, like hieroglyphics
These symbols are called pictographs
Ideographs are symbols that represent an idea
Phoenician are merchants who developed an alphabet as a way to record business
transaction. They were also the first to use a symbol to represent a spoken sound
Aleph and Beth- first two letters
Aleph means ox while Beth means house
Greek alphabet – an example of the modern Greek alphabet. It was the first alphabetic script
to have distinct letters for vowels and consonants
800 BC – Greeks adopted the Phoenician alphabet
Romans adopted the Greek alphabet later on
Trajan – the world’s first typeface
Blackletter Style – was used by scribes who hand lettered books. Also, Gutenberg first
typeface
Johannes Gutenberg – revolutionized the printing process by using movable type
38,000 BC – humans were using cave paintings
Neanderthals – have been the ones engaging in the earliest roots of typography
Mesopotamians and Egyptians – developed pictograms
Typography
Style and appearance of printed matter; art of procedure of arranging type
Means by which a written idea is given a visual form. Most influential elements.
Creates relationships between types of information
Is the strategic arrangement of type in order to make written language readable and visually
appealing.
(“form” + “writing” in Greek) is the art and technique of designing, modifying, and arranging type
a craft that involves typesetters, compositers, etc.
an essential element to graphic design—it expresses feelings, conveys meanings
the study of type and how to use it to aid in the communication of specific message.
Typography 2 main purposes:
promote legibility, help communicate the messaging
Font
is a collection of characters
vary by type sizes and styles
a single weight or style within a typeface family
Typeface
is a family of graphic characters
a set of fonts. A font family
Typefaces inherent characteristics:
Roman – the roman cut of of a typeface
Italic – a drawn typeface based around an angled axis
Condensed – types are narrower
Extended – types are wider versions of the roman type
Boldface – wider stroke
Serif
Decorative strokes added to the end of a letters
Improve readability by leading the eye
Best suited for body text
Short line at the end of characters
Sans Serif
Doesn’t have decorative strokes
Used for footnoted and headlines
Letters have a simpler design
Typography Concepts:
Font sizing
Leading – is the space between lines of text
Kerning – refers to the space between specific characters (any two letters in a line)
Tracking – space between characters across a line of text. Also, the overall space between
characters
