Dots / Pixels The most basic unit is the dot. A pixel is a picture element. A pixel is the smallest piece of information in an image. Dots, or pixels

Dots / Pixels

• The most basic unit is the dot.

• A pixel is a picture element.

• A pixel is the smallest piece of information in an image. Dots, or pixels are used to create images..

Individual pixels…

William A. Dwiggins

• First coined the term graphic design in 1922.

Graphic Design is…

• Not Art• At least

not in the traditional sense


• Visual Communication

• It sends a message that identifies, informs, interprets, and persuades.


• According to designer Paul Bland…• Graphic design is “one of the most perplexing

pursuits in which to excel.”


• According to Timothy Samara…• Graphic design is the process of taking ideas

and giving them a visual form so others can understand them.

• According to the American Institute for Graphic Arts…

• Graphic design is the combination of shapes, colors, typefaces, images and/or words that visually communicate a message.

What does a Graphic Designer Do?

A graphic designer works with clients to communicate a desired visual message to a target audience.

What does a Graphic Designer Do?

Graphic designers solve communication problems.

Hembree’s Basic Model of Communication in Graphic Design

What is a Graphic Designer Like?

• All graphic designers are creative.

What About Skills?

You need:• Communication Skills• Creativity• Curiosity• Computer Skills• Drawing Skills• Problem Solving Skills• Ability to Work Under Pressure• Ability to Work Well With Others• Ability to Think Outside the Box• Determination• Thick Skin

Where Do Designers Work?

• In-house creative departments

• These creative departments are typically nestled within big corporations.

– Example: Blue Cross & Blue Shield


• Design firms or ad agencies

• Your company creates for a wide variety of clients. – Example: Sussner

Design


• Freelance or Independent

• This means you are your own boss.

Color• Color is probably of the

most expressive and powerful characteristic.

Primary Colors

• The primary triad is called so because all colors can be mixed from it.

• Red, yellow, and blue.

Saturation

• Saturation refers to the intensity or purity of a color.

Which one is more saturated?

Typography

• Typography is the art of arrangement , style, appearance, and printing of type.

• This includes:– the font you choose– the point size – the style (bold/italics)– the alignment– the overall appearance

Typography• This is 10-point Arial.

• This is 40-point Arial.• This is 28-point Arial.• This is 28-point Arial Italic.• This is 28-point Arial Bold.• This is 28-point Arial Bold Italic.

Points

• A point is a unit of measurement in typography equal to 1/72 of an inch.

•This is 72 point font.

Serif or Sans Serif

Sans Serif

Serif

Serif (“Serifs” Highlighted in RED)

Sans Serif fonts do not have the small details called “serifs” at the end of strokes.

Serif or Sans Serif?

Sy

Tracking & Leading

• Tracking also called kerning is the horizontal space between letters.

• Leading is the vertical space between lines of type.

• Typical space between each letter.

• More space between each character.

• UNIVERSITY• UNIVERSITY• UNIVERSITY

More

leading

Less Leading

What is the most popular font today in graphic design?

Helvetica.

Space

• Space is the portion of a design between type or objects.

• The successful use of space can help define boundaries and differences.

Space

• Space is the portion of a design between type or objects.

• The successful use of space can help define boundaries and differences.

• Proper use of space can also enhance the design.

Space

Space

Size

• Scale refers to the relationships in size between objects.

• In design size is important because it affects perception.

• Size can be used for emphasis.

Space, Size, and Perception

Emphasis

• The emphasis is the position or element in the design that attracts the viewer’s eye first.

Direction

• Direction is important it affects when an element is noticed.

• Left to right?• Top to bottom?

Objects

• Objects communicate meaning.

Objects

Keeping Context in Mind

• The context is very important to remember.

• Context includes:– Other images in the

audience's view– Memories and

Expectations– Biases and interests

of the viewer.

Components of Visual Communication in Graphic Design

= message + redundancy + decoration + noise


• Message: what you want to say– The meaning, info, etc

• Redundancy: saying the same thing in more than one way– ex. Signaling “Stop”

with an octagon shape and the color red


• Message: what you want to say– The meaning, info, etc

• Redundancy: saying the same thing in more than one way– ex. Signaling “Stop”

with an octagon shape and the color red


• Decoration: draws the eye to the graphic– Must not get in the

way of meaning

• Noise: anything that interferes with meaning


• Decoration: draws the eye to the graphic– Must not get in the

way of meaning

• Noise: anything that interferes with meaning

– Decoration that FAILS becomes noise.

Inter-relationship

• Redundancy is necessary to overcome noise.

• Decoration that FAILS becomes noise.

• It often depends on the context: the knowledge, goals, and interest of the viewer.

Inter-relationship




Inter-relationship




Inter-relationship




Inter-relationship



• It often depends on the context: knowledge, goals, and interest of the viewer.


message +

redundancy +

decoration +

noise

Your Goal

message +

redundancy +

decoration

Documents

Dots / Pixels The most basic unit is the dot. A pixel is a picture element. A pixel is the smallest piece of information in an image. Dots, or pixels