Graphic Design

Design Elements:

• text graphics headlines color white space

Text:
Is used for any wording of anything written or printed


Makes up the following:
running text
body copy

Typeface

• Refers to a set of characters with the same design
• Includes characters such as: letters numbers symbols punctuation marks

Font:

• Is the specific size and shape of the typeface
• Is a combination of typefaces defining the family, weight and style of the text
• Should be clear and easy to read
• Should be limited in one publication no more than four fonts

Size:

• Is the area occupied by text or an image
• In digital design is defined by the following terms: picas (pc) points (pt) millimeters (mm) centimeters (cm) inches (in)

Style

• Is a variation of a font
• Includes the following: italics underline bold
• Can be used to emphasize words or phrases however, overuse can be a distraction or decrease readability

Style

• Is a variation of a font
• Includes the following: italics underline bold
• Can be used to emphasize words or phrases however, overuse can be a distraction or decrease readability

The Headline

• Is the phrase or sentence which attracts a reader’s attention to a particular product, service or idea
• Is usually distinguished by its: -contrast -size -special interval

The Headline

• Grabs the reader’s attention
• Convinces the reader to study the publication -directs readers to illustrations and text -attracts a specific target market -should be creative and brief -inspires emotion: curiosity, laughter, thoughtfulness, nostalgia, etc

Body Copy

• Refers to the written material or text of a publication
• Details the information, explanations or purpose of the publication
• Is the most straightforward way to get the intended message to readers
• Should be located beneath the headline in most cases

Body Copy

• Should be direct and simple
• Must appeal to the senses
• Should explain the who, what, where, when, why and how of the publication
• Should flow to increase readability and be easy to follow

Color

• Can be used in the visuals, text and background of a publication
• Draws a reader’s attention
• Can have a psychological affect on the reader
• Adds a visual stimulus to publications

Color

• Should be based on the intended message and image of the publication
• Should not be overused -no more than five colors should be used on one page

Color

• Can evoke the following feelings in the consumer: -red: energy, power, passion -orange: determination, fascination, encouragement -yellow: joy, happiness, intellect -green: growth, harmony, freshness, health -blue: trust, loyalty, faith

Color:
Fun Fact: Yellow surroundings seem to enhance the performance of schoolchildren.

The Color Wheel:

• Is a useful tool in determining which colors to use in a production
• Aids in creating a variety of color schemes - each color scheme can give the message a different style - color schemes are used to make the message more appealing to the reader

White Space

• Is also referred to as negative space or blank space
• Refers to the portions of the page or publication which are unused
• Is the space between the graphics, text and any other elements -including margins, line spacing, etc.

White Space

• Does not have to be white it is whatever the background color is
• Is an important element in creating a desirable layout because it allows for the following: -readability-balance-flow
• Should make up between 15 and 20 percent of the page

Graphic Design Concepts

Include the following:

balance
proximity
alignment
consistency
contrast

Balance:

• Is the way a production’s lines, shapes, colors and textures are arranged
• Directs the viewers’ eyes
• Should be symmetrical, asymmetrical or radial -symmetrical: one side matches the other -asymmetrical: sides do not match; balance is achieved through tricks of the eye -radial: all elements spread out from a center point

Balance:

• Is commonly achieved using the rule of thirds -break an image into thirds (horizontally and vertically so the picture has nine parts (red lines)) -focal points should be at the intersections (green dots)

Proximity

• Is the location of items in relation to one another
• Can determine or describe relationships between elements
• Is one of the easiest ways to give a production an organized feel and create a visual structure

Alignment

• Refers to the lining up or arrangement of text and graphics on the page
• Is achieved by positioning text or graphics the following ways: -flush left -flush right -centered -fully justified

Consistency

• Refers to the unchanging look and feel of a production across all pages
• Can be created through the use of colors, a font or graphics
• Navigate, in graphic design terms, is to direct, guide or move a viewer’s eye in a particular direction.

Contrast

• Refers to the combination and arrangement of varying and opposite design elements
• Is accomplished by using different sizes, colors, fonts, etc.

Layout

• Is the plan or design concerning the placement of design elements
• Is effective when it: -is easy to read -is pleasing to the eye -conveys a specific message -is organized and meaningful

Layout Design

• Tips include: - consider the relationship between size and proximity of each item - balance the weight of pictures and text - divide the page into thirds - use repetition and similar design patterns - match the layout to the publication - allow for wider margins in reports - use master templates when needed

Master Template

• Is a page design pattern used as the basis for creating other pages of a production
• Contains layout, background format, theme colors, fonts and effects
• Allows a designer to place elements once and change details, such as text, without having to create each page individually

Video Editing

• Allows for rearrangement, color changes, filters, transitions, effects and more
• Is typically done using software including: CyberLink PowerDirector Corel® VideoStudio Pro Adobe® Premiere® Elements Magix Movie Edit Pro Roxio Creator®