Introduction to Art Chapter Nine: Graphic Design

Graphic design

Print or digital material that communicates a client’s specific message to a targeted audience

Components of graphic design

Images, type, and layout

Pictographs

An IMAGE that communicates an idea by representing an object, place, or event in an abstracted and simplified way (transcends culture/language)

Symbols

An IMAGE that communicates an idea that is understood because of prior familiarity with the form

TYPE and letters

Main strokes, serifs, and overall letterform

Main strokes

How thick or thin the weight of the lines in letters are

Serifs

Small, decorative strokes that finishes and comes off the end of the main stroke of a letter (optional: and if there are none, its called sans serif)

Overall letterform

Whether the letter is symmetrical, how wide it is, where the pieces are placed, etc

Typeface

A full set of letters and punctuation marks that have been designed to have a certain appearance and work together cohesively

Typography

The art of designing, sizing, and arranging the visual appearance of letterforms

LAYOUT

The organization of the images and type in a design (has grid)

Grid

An underlying structure that establishes certain consistent parameters in a layout that guide a designer in the placement and sizing of images and type so that a consistent look can be created across a multipage work

Types of graphic design

1.signs, publication, and packaging

2.corporate, nonprofit, and government identities

3.motion graphics and interactive media

Trademark

A simple image and/or group of letters that spell out an organization’s name in a particular type that visually identifies, distinguishes, and gives a sense of the personality of an organization

Logo

Type of trademark that uses only type and no images