Design Elements & Implement Process

Transcription

1 VCD I: Study 1 Design Elements & Implement Process Professor Yueqi Zhang

2 Formal Elements Any graphic designer must have a foundation in two-dimensional design and color. The formal elements are the building blocks of two-dimensional design. Dot Line Shape Value Texture Color Format 2

3 Dot The dot is the simplest, irreducibly minimum unit of visual communication. It serves as a reference point or a marker of space. Any point has strong visual power to attract the eye wherever it exists. 3

4 Line A line is a mark made by a tool as it is drawn across a surface. The tool can be almost anything a pencil, a pointed brush, a computer and mouse, even a cotton swab. Also, a line is defined as a moving dot or point, or can be called an open path. 4

5 Shape The general outline of something is a shape, also defined as a closed form or closed path. Graphic Identity Design firm: Harp and Company 5

6 Value Value describes the lightness or darkness of a visual element. Cyclone Self Promotion Dennis Clouse, Traci Daberko Cyclone Design 6

7 Color Hue is the name of a color, that is, red or green, blue or orange. Value is the range of lightness or darkness, that is, a light red or a dark red, a light yellow or a dark yellow. Shade, tone, and tint are different aspects of value. Saturation is the brightness or dullness of a color, that is, bright red or dull red, bright blue or dull blue. 7

8 Color Diagram/additive color system When working with light, the three primaries are green, red, and blue. Primaries are also called the additive primaries because, when added together, they create white light. The color system of white light is called the additive color system. 8

9 Diagram/Subtractive Color System The subtractive color model is built on the subtractive primary colors. The subtractive primary colors in pigment are yellow, red, and blue. In printing inks, they are cyan, magenta, and yellow. 9

10 Color: CMYK Percentages Diagram / subtractive primary hues with CMYK percentages In printing, yellow, magenta, and cyan are the colors of the process inks used for process color reproduction. A fourth color, black, is added to increase contrast. Using all four is called four-color process. Four-color process is used to reproduce color photographs, art, and illustrations. 10

11 Color: Pantone Matching System Swatch The Pantone Matching System (PMS), offers many custom mixed colors with PMS books to illustrate the available colors. 11

12 Texture The tactile quality of a surface or the representation of such a surface quality is a texture. Tactile textures are real; we can actually feel their surfaces with our fingers. Visual textures are illusionary; they simply give the impression of real textures. Poster Design firm: Studio Bustamante 12

13 Pattern Pattern can be defined as a repetitive arrangement of elements, like a wrapping paper design or a plaid shirt. Poster Design: Luba Lukova 13

14 Format The format is the substrate or support for the graphic design. 14

15 Samples Kandinsky's composition shows a skillful use and arrangement of the spatial forces. Lines direct the eye, circles stop. One element leads the eye to another. When creating visual compositions, you can organize the spatial forces in order to create a 'reading path'. From the most important to the least significant information you can decide what your audience will see first, second, third... Wassily Kandinsky, Composition VIII,

16 Samples Jan Tschichold, poster,

17 Samples Joseph Muller-Brockmann, Helmhous Zurich, poster,

18 Samples A.M. Cassandre, L'Intransigeant, poster,

19 Samples Joseph Müller-Brockmann, Musica Viva, poster,

20 Samples Paula Sher, poster. 20

21 Samples Untitled, Barbara Kruger,

22 Samples Hs. Blätter, poster,

23 Design Implement Process Mind Mapping Thumbnails 23

24 Design Implement Process Mind Mapping Thumbnails 24

25 Design Implement Process Mood Board: Images Colors Styles Fonts Textures Keywords 25

26 Design Implement Process Mood Board 26

27 Design Implement Process Mood Board 27

28 Design Implement Process Roughs 28

29 Design Implement Process Roughs 29

30 Design Implement Process Rough Development 30

31 Design Implement Process Digital Roughs 31

32 Design Implement Process Comp 32

33 Design Implement Process Extension Roughs 33

34 Design Implement Process Extension Roughs 34

35 Design Implement Process Extension Comp 35

36 Any Question?

37 Thank You