Visual Graphics - PPSX

Principles of Visual
Graphic Design Basics
Prepared by: Darwin
T. Galleta
TESDA Trainer / Assessor
Visual Graphics Design
NC III
Topics
Building Blocks of Graphic Design
Basic Principles of Design
RGB vs. CMYK
Bleed
Principles of Visual Graphic Design Basics

Prepared by: Darwin T. Galleta
Graphic Design
The process and art of combining
text and graphics and
communicating an effective
message in the design of logos,
graphics, brochures, product
packaging, posters, signs, and
any other type of visual
communication.
Building Blocks of
Graphic Design
1.Lines
2.Shapes
3.Mass
4.Texture
5.Color
Lines
Sometimes a designer uses a line
alone to divide or unite elements on
a page.
Lines can denote direction of
movement (as in diagonal lines and
arrows) or provide an anchor to hold
elements on a page (such as lines
at the top, bottom, or sides of a
page).
Lines
Wynn Galleta

Shapes
Circle, square, and triangle are the three basic
shapes used in graphic design.
Perhaps the most familiar shape to desktop
publishing is the square (and rectangle).
Paper is rectangular. Most text blocks are
square or rectangular.
While you may encounter printed projects cut
into other shapes, most circles, triangles, and
freeform shapes in desktop published materials
are found on the page within the graphics or in
the way the elements are placed on the page.
Shapes
The logo uses implied shape and lines to create

the E and the beebody. This practice of implied
shape is often referred to as Gestalt theory, which
basically states that you can infer a whole by only
seeing its parts. There really is nothing to that bee
body other than three lines, but you see the striped
body of a bee because your mind says you should.
Shapes
Typography can take shape, too. With weight (bold,

light), leading, size, style (regular, italic), tracking or
kerning, and word wrap, you can control the shape
your type takes. Also pay attention to the shape of
your body copy and remember that you can wrap it
around images or make it take on shapes of its own
to incorporate it into the rest of the design.
Mass
Mass is size.
There is physical size and visual size.
Size can be relative.
A physically small brochure can have a
great deal of mass through the use of
heavy text and graphic elements.
A physically large brochure can appear
smaller, lighter by using text and graphics
sparingly
Mass
It is easy to distinguish
the header from the
headline, byline, subheaders and body copy.
This is because they vary in size and your eye is

naturally drawn to the largest element first. Note
the drop cap, too; its a great way to indicate where
the reader should start and an example of using
size to direct the viewers eye.
Texture
For desktop publishing, actual texture is
the feel of the paper.
Is it smooth to touch or rough?
Textures can also be visual. On the Web,
especially, backgrounds that simulate
familiar fabrics, stone, and other textures
are common

Texture
Free People integrates the unique textures and

patterns of its textiles, so the design not only is a
great example of texture, its also an excellent use of
incorporating the product into the design. The
textures used in this site give it a very earthy, downhome, yet semi-exotic feeling.
Color
Color can be used to elicit specific emotions and
reactions.
Red is typically thought of as an attentiongrabbing, hot color.
Blues are more calming or convey stability.
Some color combinations are used to create a
specific identity (corporate colors, school colors)
or may be used in conjunction with texture to
simulate the look of other objects (the look of
plain paper wrapping or neon lights, for
example).
Color may provide cues for the reader.
Color
Color holds the most critical appeal to

emotions out of all the elements of
design!
Complementary
Colors
Pick a color on the color wheel then draw a straight line across the
color wheel, this is the colors complement. These colors are basically
opposites. On the wheel we started with yellow and its complement or
opposite is violet. The complementary colors are used to offset the
main color and are thought to complete each other.
There are also split complementary colors which means that once
you pick the complimentary you choose one of the colors next to it
giving it a more subtle look.
is when you choose a color on the

Analogous This
color wheel that is next to the color you
are choosing. If we choose yellow the
Colors
analogous colors would be yellow green
and yellow orange. This type of color
choice is great when you dont want to
match the exact color or if you want to
use your art work and/or accessories to
create the dramatic colors in the room
highlighting the art.
Quite often neutrals are used when
highlighting the art work such as white,
off whites, grays and browns, even black.
These color schemes are most often seen in nature. For
example, during the fall, one might often see the changing
leaves form an analogous sort of color scheme,
progressively moving through the color wheel to create a
gradient in its natural pattern.
Triadic
Colors
Violet, Orange & Green
Choose a color on the color wheel then draw an equilateral

triangle to find the two other colors. You will notice that each
color has 3 colors between them to form the triangle. Lets
choose violet, the other two colors will be orange and green.
These colors would be the secondary colors. The approach
organizes the colors in terms of purity but can be a little more
difficult to work with.
Triadic
Colors
Blue-Violet, Yellow-Green & Red-Orange
Yellow-Orange, Blue-Green & Red-Violet

Color
This packaging uses the colors orange and

green, two pieces of a triad (purple would
be the other one). This produces an
interesting and often unexplored combination;
its not quite a complimentary, but the colors
still go well together.
Basic Principles of Design

Balance
Contrast
White space
Repetition or consistency
Alignment
Proximity
Balance
Primarily there are three types of
balance in page design:
symmetrical
asymmetrical
radial
Techniques:
the rule of thirds
the visual center of a page
the use of grids
Symmetrical Balance
In a design with only two elements they would be almost

identical or have nearly the same visual mass. If one
element was replaced by a smaller one, it could throw the
page out of symmetry. To reclaim perfect symmetrical
balance you might need to add or subtract or rearrange
the elements so that they evenly divide the page such as a
centered alignment or one that divides the page in even
segments (halves, quarters, etc.).
Symmetrical
Balance
Vertical Symmetry Each vertical half (excluding text) of the

brochure is a near mirror image of the other, emphasized with the
reverse in colors. Even the perfectly centered text picks up the
color reversal here. This symmetrically balanced layout is very
formal in appearance.
Symmetrical
Balance
Vertical & Horizontal Symmetry This poster design

divides the page into four equal sections. Although not
mirror images the overall look is very symmetrical and
balanced. Each of the line drawings are more or less
centered within their section. The graphic (text and image) in
the upper center of the page is the focal point tying all the
parts together.
Asymmetrical Balance
This page uses a 3 column format to create a neatly

organized asymmetrical layout. The two columns of
text are balanced by the blocks of color in the lower
left topped by a large block of white space. In this
case, because the white space is in a block shaped
much like the text columns, it becomes an element
of the design in its own right.
Radial Balance
Radial balance in a rectangular space. The year represents

the center of the design with the subtle color sections radiating
from that center. The calendar month grids and their
corresponding astrological symbols are arrayed around the
year in a circular fashion.
Rule of Thirds
The rule of thirds says that most designs can be made more
interesting by visually dividing the page into thirds
vertically and/or horizontally and placing our most
important elements within those thirds.
Take this concept a step further, especially in photographic
composition, by dividing the page into thirds both vertically
and horizontally and placing your most important elements at
one or more of the four intersections of those lines.
Visual Center and Balance
Placing important elements or the focal point of the

design within the visual center of a piece is another
design trick.
The visual center is slightly to the right of and above
the actual center of a page.
Grids and Balance
Sometimes the use of a grid is obvious.

This asymmetrically balanced design uses a simple three
column grid to ensure that each text column is the same
width and that it is balanced by the nearly empty column on
the left.
The grid also dictates the margins and ensures that the page
number and header appear in the same place on each page.
Contrast
Contrast is often the most important

visual element on the page.
Big vs. small, black vs. white. These are some
ways to create contrast and visual interest
Avoid elements on the page that are merely
similar.
If the elements (type, color, size, line thickness,
shape, space, etc.) are not the same, then make
them very different.
Contrast

Avoid All Caps

ALL CAPS ARE HARD FOR PEOPLE TO READ B/C
THERES NO SHAPE TO THEM
Mixed-case sentences have redundant shape coding
that make them easier to read.
ALL CAPS TAKES UP MORE SPACE, FORCING
YOU TO USE A SMALLER FONT TO PUT THE
SAME AMOUNT OF INFORMATION
(If you dont believe me, this sentence has just the
same number of letters as the previous one.)
Better Contrast, Larger Title

b/c mixed case, not all caps.

White space
The art of nothing is another description

for this principle.
Repetition
and
Consistency
Consistent and balanced look through different types of

repetition.
Repeat visual elements of the design throughout the
piece. You can repeat color, shape, texture, spatial
relationships, line thicknesses, sizes, etc.
This helps develop the organization and strengthens
the unity.
Alignment
While centered text has its place it is often the mark of a novice
designer.
Align text and graphics to create more interesting, dynamic, or
appropriate layouts.
Nothing should be placed on the page arbitrarily.
Every element should have some visual connection with another
element on the page.
Proximity and Alignment

Proximity
Keeping like items together and creating unity by
how close or far apart elements are from each
other.
Items relating to each other should be grouped
close together.
When several items are in close proximity to each
other, they become one visual unit rather than
several separate units.
This helps organize information and reduces
clutter.
Elements that are intellectually connected should
be visually connected.
Proximity

Proximity
Whats wrong with these cards?

Proximity
Center Aligned, Proximal Info

Checking Design

Checking Design

Checking Design

Checking Design

Checking Design
Typical Report

Proximity
Checking Design
Alignment

Repetition
Checking Design
Contrast

RGB & CMYK (Color Modes)

RGB (Red, Green, Blue) is the
typical color space used by
electronic displays, monitors,
pda screens, etc. In RGB,
images are created by
combining red, green, and
blue light. Process of addition
can create millions of different
colors by using varying
concentrations of the
primaries. When designing a
website, web banner, buttons,
e-newsletter, etc., your images
and files should be set to this
mode.
CMYK is the primary color model

used by color printers. Flyers,
brochures, advertising, newsletters,
direct mail pieces, etc., a CMYK
profile may provide better quality
results or a better expectation of
what your results will be.
CMYK creates different colors in a
subtractive process using four
colors or inks: cyan (blue), magenta
(red), yellow, and black.
Always PRINT your digital

images in CMYK mode!
One of the most common errors made by
inexperienced graphic designers is submitting
RGB files. As a result we must ask if they would
like us to convert to CMYK before we send the
files for film output.
Most of the time, the color change that will occur
is slight. However, every once in a while, the color
range after conversion is compressed during the
transition to CMYK mode resulting in a complete
change in color tones.
Printing Full Bleed

Printing that goes
beyond the edge
of the sheet after
trimming
Need gutters (trim
area)
Bleed is a printing term that refers to printing that goes beyond the
edge of the sheet before trimming. In other words, the bleed is the
area to be trimmed off. The bleed is the part on the side of a
document that gives the printer a small amount of space to account
for movement of the paper, and design inconsistencies. Artwork and
background colors can extend into the bleed area. After trimming, the
bleed ensures that no unprinted edges occur in the final trimmed
document
Printing Full Bleed

Printing Full Bleed

The image on top is

the correct way to
align your text within
the guides. Notice the
phone number laid
right on top of the blue
guide.
Anything beyond the
yellow will be cut off.
The final product will
look like the image
below.
Summary
The basis of good graphic design is
use of design elements and their
thoughtful application in the form of
design principles.
Clearly identify what you are trying to
accomplish use design to convey
your message.

Thank You Very Much.

God Bless


Visual Graphics - PPSX

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Principles of Visual

Graphic Design Basics

Prepared by: Darwin

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

The logo uses implied shape and lines to create

Typography can take shape, too. With weight (bold,

This is because they vary in size and your eye is

Principles of Visual Graphic Design Basics

Free People integrates the unique textures and

Color holds the most critical appeal to

is when you choose a color on the

Violet, Orange & Green

Choose a color on the color wheel then draw an equilateral

Blue-Violet, Yellow-Green & Red-Orange

Yellow-Orange, Blue-Green & Red-Violet

This packaging uses the colors orange and

Basic Principles of Design

In a design with only two elements they would be almost

Vertical Symmetry Each vertical half (excluding text) of the

Vertical & Horizontal Symmetry This poster design

This page uses a 3 column format to create a neatly

Radial balance in a rectangular space. The year represents

Visual Center and Balance

Placing important elements or the focal point of the

Grids and Balance

Sometimes the use of a grid is obvious.

Contrast is often the most important

Principles of Visual Graphic Design Basics

Avoid All Caps

Better Contrast, Larger Title

Principles of Visual Graphic Design Basics

The art of nothing is another description

Consistent and balanced look through different types of

Proximity and Alignment

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

Center Aligned, Proximal Info

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

Principles of Visual Graphic Design Basics

RGB & CMYK (Color Modes)

CMYK is the primary color model

Always PRINT your digital

Printing Full Bleed

Printing Full Bleed

Principles of Visual Graphic Design Basics

Printing Full Bleed

Principles of Visual Graphic Design Basics

The image on top is

Principles of Visual Graphic Design Basics

Thank You Very Much.

Principles of Visual Graphic Design Basics

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