Module 7 - Imaging and Design for Social Impact

Graphic Design

• a process in which we use typography, images, colors, icons, and other illustrations to communicate visually

Who coined the term Graphic Design?

• William Addison Dwiggins

What are the Basic Elements of Design

• Lines, Shapes, Form, Texture, Balance

Line

• a shape that connects two or more points and is considered as one of the essential element of graphic design.

Shape

• a two dimensional external boundary of an object with height and width can be considered as this

• forms the foundation of your design along lines

Geometric Shape

• regular, mathematical shapes

Organic Shape

• freeform shapes

Form

• attributes that form a three-dimensional shape.

• consists of Shadows, perspective, depth, texture

Texture

• physical quality of the surface of an artwork or design.

• refers to how an object looks or feels like

Balance

• the creation of visual equilibrium by relating elements such as lines, shapes, space, or form in terms of their visual weight.

Symmetrical Balance

• radial symmetry when two sides of a piece is equal

Asymmetrical Balance

• Both sides of your composition does not contain the same elements but contains the same visual weight.

Branding

• what people think about you, what your brand looks like, and is the visual representation of a brand.

Seven Steps to creating a brand identity design

• purpose

• research

• personality

• logo

• pallete (color)

• typography

• brand graphics

Layout and Composition

• building blocks of design, focuses on the arrangement of your objects and elements of your design

5 basic Principles of Layout and Composition

• Proximity

• White Space

• Alignment

• Contrast

• Repetition

Proximity

• process of placing related elements together

• elements that are not related in that group should be separated to show that these elements are not related to that group

White Space

• negative spaces between the lines, paragraphs, and the elements on the design

Micro white space

• minispaces between elements on a composition

Macro white space

Large spaces between contents and elements

Alignment

• organizes different elements to their composition, bringing definitive structure and creative balance

Contrast

• opposition of one element to the other

Repetition

• use of similar elements to achieve consistency within your composition

Typography

• the art of arranging texts that makes it readable and appealing to the viewer. Involves font styles, typeface, text structure

Font

• refers to the variation of weights of a typeface (ex: Sans SemiBold

Typeface

• refers to the unvariated text style(ex: Sans)

Type of Fonts

• Serif

• Sans Serif

• Display

Serif Fonts

• fonts that have little strokes at the end of each letter, typically used in formal or traditional projects.

Sans Serif

• simply means “no serif” or no strokes. Usually found in mobile phones

Display

• fancy or decorative fonts used in special occasions such as invitations, titles, posters, etc.

Color Theory

• describes how different colors contribute to each other and how they appear as when mixed with other colors schemes.

Hue

• refers to pure, vibrant colors

Saturation

• refers to the intensity of the color. Ranges from black and white(or gray) to vibrant colors

Value

• refers to the lightness or darkness of a color

Color Wheel

• a circular diagram consisting of primary, secondary, and tertiary colors. Used to create color schemes or combinations.

Image File Types

• Vector

• Raster

Vector

• images that wont lose quality when zoomed in

Raster

• Image that becomes pixelated when zoomed in

Encapulated Postscripts (EPS)

• Used to produce high-resolution graphics for print and can be opened in any design editor

Adobe Illustrator Document

• Most preferrable and commonly used image type by designers.

Joint Photographic Experts Group

• most commonly used image file type.

Portable Network Graphics

• known for having a transparent background. Commonly used in web documents

Graphics Interchange Format

• mostly known from it’s animated form.