Producing Digital Media Graphics Basic Concepts. Producing Digital Media Graphics Key Design Elements of Design: Line Color Volume Movement

Producing Digital Media Graphics

Basic Concepts


Key Design Elements of Design: Line Color Volume Movement Space Texture Value Typography


Line: A series of dots or points in space Straight or curvy or even imaginary Used to delineate objects like in line drawings,

graphs or outline objects giving it a framed effect Imaginary lines occur when objects of two

different colors, textures, or values meet, creating a line between the two objects


Color: Color is represented by

hues (add black), tones(middle ranges), and tints(add white) of any basecolor

Use a color wheel to helpyou to determine variouscolor schemes such as contrasting colors, triadic schemes, etc.


Volume: Represented by 2D and 3D objects by way of

calculating depth and/or distance Use of techniques such as perspective, shading,

and highlights to accomplish the perception of volume


Movement: Do not confuse movement with animation. They

are not the same thing. Movement is how a designer uses line, contrast,

volume, and the placement of objects within a design (composition) to move the viewer’s eye through a particular space.


Space: Space can be represented as positive or negative Positive space is represented by highlights or by

an object Negative space is represented by open space or by

shadow The balance of space is what creates a

composition


Texture: Illusion in 2D design Creating a realistic expression of an object or

element by use of photographic representation You can create this realistic expression also by

using other objects to represent the object or elements that you are trying to portray, like a collage


Value: Represented by the gray scale – light and dark and

all the shades in between The use of this technique helps to create contrast

between elements of a composition


Typography: The art of arranging type and type design The arrangement of type involves the selection of

typefaces, point size, line length, leading (line spacing), adjusting the spaces between groups of letters (tracking) and adjusting the space between pairs of letters (kerning)


Principles of Design: Balance Contrast Direction Economy Emphasis Proportion Rhythm Unity


Balance: Helps the viewer interpret your design If your design has asymmetrical balance, it will

evoke emotions like excitement, curiosity, or anxiety

If your design has symmetrical balance, it will evoke emotions like peace, calmness, and tranquility


Contrast: Use of values, color, and balance to create a

difference in appearance between one object and another, creating contrast

You cannot create an interesting design without the use of contrast

You usually don’t think much about contrast when you are designing, it just happens naturally


Direction: The way in which you intentionally lead the

viewer through your composition Created by line, use of color, shapes, spaces,

values, and perspective Create the illusion or depth needed to create

direction


Economy: The technique of not offering the viewer more

than is needed in a composition The removal of an element within a design Be sure to include all that is needed to create an

intelligent and economical design


Emphasis: The message that you want to convey to your

viewer No matter how each of the elements speaks to

your viewer, you want to make sure to have one overall message to your viewer – the thing that ties all of your independent elements together to create a unifying theme


Proportion: Use to create surreal images in order to stun your

viewers when they look at your composition The use of proportion will aid in the emphasis that

you are trying to create for your viewers


Rhythm: Used to create depth If used incorrectly, it can create boredom in your

viewer Used to create excitement or peace (contrast) Used to emphasize on a certain subject or object

in your composition Keeps the viewer interested


Unity: Pulls the design together There is no rule in unity Can remind you to check all of your design

elements to make sure they are correctly represented and to make sure that the right emphasis is being expressed

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Producing Digital Media Graphics Basic Concepts. Producing Digital Media Graphics Key Design Elements of Design: Line Color Volume Movement