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Introduction to Graphic DesignMovement, Balance, Unity, Contrast,Emphasis, Line, and Colour
2© 2005 Macromedia, Inc.
Graphic Design Elements
Graphic design elements are thebuilding blocks of graphics. Line
Colour
Shape
Texture
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Lines
Lines can bestraight or curved.
How are lines usedin the compositionon this slide?
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Colour Definitions
Hue is another word for colour.
Chroma is the intensity or purity of colour.
Tint is a colour mixed with white.
Tone is a colour mixed with grey.
Shade is a colour mixed with black.
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Colour and Contrast
Using colour can enhanceor detract from acomposition.www.lighthouse.org/color_contrast.htm
Colour wheels helpdetermine which coloursare in greatest contrast.
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Colour Wheels
Analogous colours areadjacent to each otheron the colour wheel.
Complementary coloursare opposite each otheron the colour wheel.
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Colour in Design
Use colour to label or show hierarchy.
Use colour to represent or imitatereality.
Use colour to unify, separate, oremphasise.
Use colour to decorate.
Use colour consistently.
8© 2005 Macromedia, Inc.
Shapes
Shapes areenclosed objectsthat can be createdby line or created bycolour and valuechanges that definetheir edges.
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Texture
Texture is the surface look of an objectcreated by varying dark and light areas.
Roughness
Smoothness
Depth
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Graphic Design Principles
Graphic design principles are ways inwhich elements are used together. Movement
Balance
Emphasis
Unity
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Movement
Movement is the use of lines, colour, andrepetition to create the illusion of motion. Curved forms or lines
Repetition of geometric forms
Fuzzy lines or outlines
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Lines
Lines can indicatemotion or direction.
How are lines usedin the compositionon this slide?
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Balance
Balance is the act of comparing orestimating two things, one against theother, and the contrast between: Empty space (white space) and filled space
Text and images
Colour and no colours and different colours
Textures against flat colours
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Balance in Composition
There are three different types ofbalance when using colour, shape, andposition: Symmetry
Asymmetry
Radial symmetry
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Symmetrical or Formal Balance
You can usually identify at least one ofthree lines of symmetry. Horizontal
Vertical
Diagonal
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Symmetrical Balance
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Examples of Symmetrical Balance
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Examples of Asymmetrical Balance
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Examples of Radial Balance
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Unity
Unity: The correctbalance ofcomposition orcolour thatproduces aharmonious effect.
What is the focus ofthe message?
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Emphasis
Emphasis: Toexpress withparticular stress orforce.
What message isstressed here?
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Summary
The basis of good graphic design is useof design elements and their thoughtfulapplication in the form of designprinciples.
Clearly identify what you are trying toaccomplish — use design to conveyyour message.
Brainstorm alternatives.
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