Fundamentals of Graphic Design

TEACHER:JUAN DOMINGUEZ

UNIT I

Fundamentals of Graphic Design

Most people believe that design is something decorative.For me, nothing is more important in the future than design. Design is the soul of everything created by the human. "

– Steve Jobs

What isGraphic Desing?

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What is Creativity?

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“The set of skills linked to the personality of the human being that allow him, from previous information, and through a series of internal (cognitive) processes, in which such information is transformed, the solution of problems with originality and effectiveness ”(Hernández, 1999, p. 67).

Concepts

Graphic Design

It is the art of visual communication through text, images, symbols or illustrations. It serves both to identify a brand, remember a message, find a great value offer or attract your ideal client. Its objective is to create a visual representation with a sense of order and clarity making people understand the message.

Creativity

Elements of graphic design

Vídeo

Form

Forms are three dimensional, and there are two types: geometric (man-made) and natural (organic). A digital or physical form can be measured by height, width, and depth. A form can be created by combining shapes, and it can be enhanced by color or texture. Depending on their usage, they can also be ornate or utilitarian.

Shape

A shape is a two- or three-dimensional object that stands out from the space next to it because of a defined or implied boundary. A shape can live in different areas in space, and have other elements like line, color, texture, or movement. Like forms, shapes come in two different types: geometric and organic.

Line

Often the starting point for all artistic expression, the line is one of the most essential elements of design. It always has more length than thickness, and can be unbroken, broken, or implied. A line can be vertical, diagonal, horizontal, and even curved. It can be any width, size, shape, position, direction, interval, or density.

Texture

Texture is the way a surface feels, or the way it’s perceived to feel. It has the power to attract or detract a viewer’s eyes, and can be applied to lines, shapes, and forms. There are two types of texture: tactile and visual. Tactile textures are three-dimensional and can be touched. The easiest example is tree bark. When you touch bark, you can feel all the bumps and ridges, the roughness and smoothness. A photo of the same bark would be a visual texture. You can see it, not feel it.

Color

Color can help the organization of a design, and give emphasis to specific areas or actions. Like other elements, it has a few different properties: hue, saturation, and lightness. Unlike other elements, it does not always have to be used.

Space

Every shape or form has a place in space. As an element of design, space refers to the area around, above, below, or behind an object. Objects in space can occur in both two and three dimensions. In a two-dimensional setting, space is about creating the illusion of a third dimension on a flat surface. Shadows, shading, overlap, and sizing can help define an object’s place in space. For example, a button could have a shadow that makes it feel like it’s closer to the user.

Movement

In classical or more static design methods, movement can be implied, but objects cannot move. Movement can be applied to lines, shapes, forms, and textures, and can even move objects in space. This is particularly useful because it allows your forms or shapes to take on a personality or tell a story.

Scale

In art and design, the principle of scale refers to the relative size of one object compared to another, usually the size of the work of art with respect to the viewer's body. The scale can also refer to the size relationships of different images within a singular work of art.

Symmetry

The symmetry in the design takes place when symmetrical figures or forms are used to create an image. For example, in a reflexive symmetry, there are two sides identical to the design with a central axis point. In other words, if you cut the design in half, the left and right sides will be reflected with each other.

Typography

We refer to the art and technique of creating letters to communicate a message. Within this design branch we find the study of the source and the typographic family. Font: is the style that has a certain group of letters, numbers and signs that share several characteristics in common. Family: refers to the set of types with the same source but with some differences, such as the thickness or curvature of the letters.

Emphasis

It means having a focal point for your graphic art work. In the image, it can be any form, object or text area that you consider to be the most important part of the message.

Balance and alignment

The definition of balance in graphic design compensates how the graphic weight of the components is balanced to both sides of a design to create satisfaction, completion and cohesion. Its composition must be balanced diagonally, horizontally, vertically or in the foreground in front of the background to achieve visual balance. Alignment is the placement of visual elements to align in a composition. In design, we use the alignment to organize elements, group elements, create balance, create structure, create connections between elements, create a clear and clear result.

Repetition

In graphic design, repetition simply means using the same element over and over again. Often, repetition is an excellent way to add texture to the piece. Not only does it create an element of unity within a specific work of art, but repetition can also help create texture and give life to the project.

Hierarchy

The hierarchy in graphic design uses several key principles, including size, color, contrast, alignment, repetition and brightness, to emphasize certain design characteristics. Control those factors to show the importance within the design as a whole.

Contrast

To start, it means determining what is the first thing you want the viewer to look. The contrast causes the eye to move towards a particular area. Technically, it is the visible difference in the properties of the design elements.

Proportion

Proportion refers to the relationship between one part of a design and another part or the entire design. It is a comparison of sizes, shapes and quantities.

Rhythm

In graphic design, rhythm refers to the relationship between the elements of the piece and how they interact with each other.

Patterns

Patterns are elements that repeat in your graphic designs. To have a pattern, you must have at least two elements that work together.

Visual identity

info

Generally this is the brand name or its abbreviation.

What is?

It is a graphic representation composed exclusively of typographic elements.

Logo

info

Use a symbol or icon. The brand is not named in it.

What is?

It is a graphic representation in the form of an icon.

Isotype

info

Its elements are distinguishable and separable. Any of its elements can be used separately

What is?

It is the graphic representation of a brand that combines an icon with typography, in such a way that it is possible to separate them. Combine typography and iconography.

Imagotype

info

Typographic and iconographic elements are inseparable. The separation of its elements implies the loss of its meaning.

What is?

It is the graphic representation of a brand that combines an icon with typography, in such a way that they cannot be divided. Combine typography and iconography.

Isologo

info

What is?

More than an image, it refers to the general perception that consumers have about a company, the values, how it is projected, what sensations it evokes, etc.

Corporate image

info

What is?

It brings together all of the above to form a global entity that defines physical aspects, philosophy, objectives, market, tone of voice, style, logo, affiliations, etc.

Brand

Individual Activity

Activity II

• Create a mind map that explains the fundamental principles of Gestalt theory applied to visual design.
• Explain each of the fundamental principles with visual examples that clearly illustrate each concept.
• Provide at least one example of how these principles are applied in today's graphic design.
• Use digital tools to create your mind map (e.g. Canva, lucidchart, etc.).