Elementary Skills in Information

Technology
ICS 104
WEEK 6
OVERVIEW OF GRAPHIC DESIGN
 Last Week
 Create Formula

 Create Complex Formula

-Relative and Absolute Cell References
-Functions
-VLOOKUP

 Create charts

 Format charts
 Topics
 What is Graphic Design?

 Types of Graphic Design

• image based design

• type based design
• image and type design
• symbols, logos and logotypes

 Basic principles of Graphic Design

• Audience
• Layout
• Typography
• Image
• Color
 What is Graphic Design?
Graphic design is a creative process that combines art and technology to communicate ideas.
The designer works with a variety of communication tools in order to convey a message from a
client to a specific audience. The main tools are image and typography

 Design can be refer to a number of artistic and professional disciplines which focus on visual
communication and presentation.

 Combines text and graphics

 Purpose is visual communication of a message (commercial) or an idea (art)

 Can you think of other examples of visual communication?

 Graphic Design
Examples of Graphic Design:

 Graphic design is a part of your daily life!

 It’s the design on your t shirt!

 The packaging of your gum!

 The billboard you see on your way to school!

 It’s the cover on your agenda book

 IT’S EVERYWHERE!!!
 Graphic Design
Graphic designers work with drawn, painted, photographed, or computer-generated images, but they also
design the letterforms that make up various typefaces found in movie credits and TV ads; in books, magazines,
and menus; and even on computer screens.

Designers create, choose, and organize these elements typography, images, and the so-called “white space”
around them—to communicate a message.

What does a Graphic Designer or Graphic Artist do?

 Design of logos, graphics, brochures, newsletters, posters, signs, web pages and many other types of visual
communication

 Print, electronic and film media

> using a variety of methods such as
•color,
•type, illustration,
•photography, animation, and
•various print and layout techniques.
Graphic Design

 Graphic designers created

these logos.

 They did such a good job

that we don’t even need
text to know what the
Logo stands for!
 Types of Graphic Design
Image-based design

Designers develop images to represent the ideas their clients want to communicate.
Images can be incredibly powerful and compelling tools of communication, conveying not only information but
also moods and emotions. People respond to images instinctively based on their personalities, associations, and
previous experience. For example, you know that a chili pepper is hot, and this knowledge in combination with
the image creates a visual pun.

Chili’s restaurant recently changed their logo from type-based, to image-based .

In the case of image-based design, the images must carry the entire message; there are few if any words to help.
These images may be photographic, painted, drawn, or graphically rendered in many different ways. Image-
based design is employed when the designer determines that, in a particular case, a picture is indeed worth a
thousand words.
 Types of Graphic Design
Image-based design: examples
 Types of Graphic Design
Type-based design

In some cases, designers rely on words to convey a message, but they use words differently from the ways
writers do. To designers, what the words look like is as important as their meaning. The visual forms of the
letters, whether typography or handmade lettering, perform many communication functions. They can grab your
attention on a poster, identify the product name on a package or a truck, or present running text as the
typography in a book does. Designers are experts at presenting information in a visual form in print or on
film, packaging, or signs.

What is Typography?
Simply put typography is the art of print. In our daily lives we are constantly
surrounded by it. As simple as it may seem typography subtly combines
communicative and artistic elements to create a print that is both pleasing and easy
to read. Designers achieve this
by selecting the right fonts, lettering and print types. In order to be successful it must
complete two basic roles: clearly communicate the intended message and do so in a
visually effective way that is both artistic and attractive
 Types of Graphic Design
Type-based design: examples
 Types of Graphic Design
Image and Type design

Designers often combine images and typography to communicate a client’s message

to an audience. In fact, the majority of graphic design is the combination of images with
typography. Designers explore the creative possibilities presented by words (typography)
and images (photography, illustration, and fine art). It is up to the designer not only to
find or create appropriate letterforms and images but also to establish the best balance
between them.

images + typography = graphic

photography typefaces design
illustration fonts
fine art
 Types of Graphic Design
Image and Type design: examples
 Types of Graphic Design
Symbols, logos and logotypes

Symbols and logos are special, highly condensed information forms or identifiers.

Symbols are an abstract representation of a particular idea or identity. The CBS “eye”
logo is a symbolic form, which we learn to recognize as representing a particular concept
or company.

Logotypes are corporate identifications based on a special typographical word treatment.

Some logos are combinations of symbol and logotype.

In order to create these identifiers, the designer must have a clear vision of the corporation
or idea to be represented and of the audience to which the message is directed.
 Types of Graphic Design
Symbol: examples

Symbols: an abstract representation of an idea or identity.

 Types of Graphic Design
Logos: examples

Logo: a symbol that may be a combination of image and type

 Types of Graphic Design
Logotype: examples

Logotype: a symbol composed of type only

What are Basic Principles of Graphic Designer?

1. Audience
2. Layout
3. Typography
4. Image
5. Color
 Audience

 Defined as the group or segment of the population you are designing for
 Many factors need to be taken into consideration when developing a design
• age
• background
• skills & abilities
• and cultural differences
 Audience

 Difference between designing for

these audiences!
Layout
 Layout in graphic design deals with the arrangement of visual
elements so as to achieve specific communication objectives.

 Layout plays an important role in graphic designs. It refers to

the arrangement of elements on the design that related to brand’s
image and style. If the layout is not suitable, your message will
not be conveyed effectively, especially in the advertising field.
 Layout-General Rules

1. Allow the edges of text columns and artwork to create the illusion of borders.
2. Create directional flow with ruling lines and lines of type.
3. Be consistent; help the reader recognize, identify, and comprehend different types of
information.
4. Remember; “I like it..” is not a reason to include it in your design. Logic, clarity, and
meaning should drive the design.
5. Have someone who represents your audience review your materials.
6. Keep it simple; only include layout elements and copy that support the message.
 Typography

 Defined as :
“the design and use of typefaces as a means of visual communication from
calligraphy to the ever-developing use of digital type.”

 FONT- Choosing the correct font for what you are working on.
 Typography
General Typography Rules

1. Speed up reading by using an optimum column width of 39 to 52 characters.

2. Avoid using more than two different type (font) families in one project.

3. Safely use one typeface (font) with two different styles; e.g., use a light or regular weight
with a bold or extra-bold weighted font.

4. NEVER use all caps for body copy!

5. Never use all caps with highly decorative typefaces.

 Image
Image is defined as the illustrations or photographs that support and enhance the design and help
the reader understand the content.

General Image Rules

1. Use graphic devices such as white space, rules, images, pull quotes, large initial caps,
decorative caps, and dingbats (a decorative typographic character) to help the reader
understand the content.

2. Use graphic devices and images to break up the layout so that the reader has opportunities to
absorb information.

3. Keep the style of imagery consistent; make sure that the feel of each image compliments the
other images.

4. Be careful that the images used can be reproduced without losing resolution!
 Color
 Color is defined as the set of colors or color palette chosen to enhance, compliment, and impact the
final outcome of the design.

 Color plays a vital role in how your audience perceives, reacts to, and ultimately understands your
message.

General Color Rules

1. Use warm colors to suggest warmth, cool colors to suggest coolness.
2. Remember that warm colors appear larger than cool colors.
3. Create a monochromatic color scheme colors are all the hues (tints and shades) of a single color. that
uses only one hue and its values for a unifying and harmonious effect.
4. Black and white are thought of as neutrals because they do not change colors.
5. Use color to emphasize type or graphics.
6. Remember that most colors carry emotional and psychological implications!
 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
 How Design Works?
Designers are the link between the client and the audience.

On the one hand, a client is often too close to the message to

understand various ways in which it can be presented.

Graphic designers learn how to construct a message and

how to present it successfully.

They work with the client to understand the content and the
purpose of the message.

They often collaborate with market researchers and other specialists to understand the nature of the audience.

Once a design concept is chosen, the designers work with illustrators and photographers as well as with typesetters and
printers or other production specialists to create the final design product.
 References

1. What is Graphic Design? Northern Highlands. URL: https://

www.northernhighlands.org/cms/lib5/NJ01000179/Centricity/Domain/40/digitalartsdocs/graphic-design-intro.
pdf

2. L’anse Creuse Middle School-East (2000). Introduction to Graphic Design