Chapter 2 the art of graphic design
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Chapter 2: The Art of Graphic Design. Pages 33-39. Chapter Objectives: Know the Elements of Art & Principles of Design Learn to see the Elements of Art & Principles of Design within artwork Work with a shape in space to create movement in a simple design. Color & Vision.

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Chapter 2: The Art of Graphic Design

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Chapter 2 the art of graphic design

Chapter 2: The Art of Graphic Design


Pages 33 39

Pages 33-39

  • Chapter Objectives:

    • Know the Elements of Art & Principles of Design

    • Learn to see the Elements of Art & Principles of Design within artwork

    • Work with a shape in space to create movement in a simple design.


Color vision

Color & Vision

  • Afterimage – The appearance of a primary color’s complement when you stare then shift to a white background.

    • This happens because your eyes have difficulty adjusting quickly after high visual stimulation.

  • Artist Tip: Using a range of values helps suggest that objects are receding (or going further) into the distance. See Fig. 2-28.


Try this stare at the red square for 15 seconds then look at a white space

Try This: Stare at the red square for 15 seconds, then look at a white space.


What do you see

What do you see?

Did you see a BLUErectangle?


Color continued

Color Continued

  • Using color to define a message, remember some are colorblind and may not see the colors the way you intend them. It’s good practice to develop a black/white or mono-color version.

  • Cultures interpret colors differently. Western=yellow is bright, sunny, happy etc. Eastern= yellow is sacred and healing. You always have to be aware of how color adds emotion/meaning to your design!

Primary/Secondary colors are colors that children know and are attracted to. Using familiar colors may help to draw them and cause them to want LEGOS.


Principles of design

Principles of Design

  • Visual communicators/ Designers use the Elements of Art to define and give structure to space. They’re the basic tools of visual expression!

  • The Principles of Design are the that pulls the Elements together.

    • Balance

    • Movement & Rhythm

    • Emphasis

    • Unity & variety

    • Pattern

    • Proportion

    • Contrast

    • (*Designers also use= dynamics, closure, & expression)


Balance

Balance

  • When you view an image, you view the WHOLE image, not parts. This is called Gestalt.

  • Your individual experiences determine what impression you perceive.

  • *The most successful design=a union of type and image that creates a personal response and gives a clear message instantly.


Principles continued

Principles Continued

  • Balance = Stability; when something is balanced visually, both sides or all elements have equal weight. Symmetrical Balance=think SAME!

  • Asymmetrical Balance=Different elements used on each side, but still creates balance.

  • No Balance=tension/instability in art.


Rhythm movement

Rhythm & Movement

  • Movement is seen in 2D or 3D

    • 3D- In life, things catch your eye and focus your attention.

    • 2D-In flat art, magazines, photos, etc., your eyes around the flat space and become focused on a focal point. A Designer’s role is to guide your attention to that image or type.

      • Repetition- repeated lines, shapes, or colors

      • Rhythm-repeated elements that imply a tempo/beat.

      • Words to describe visual rhythm: predictable, flowing, alternating, progressive (changing), irregular, or unexpected.


Rhythm movement continued

Rhythm & Movement Continued

  • Visual Path- Careful placement of elements (line, shapes, forms) to make the viewers eyes move around the page.


Emphasis dynamics

Emphasis & Dynamics

  • Emphasis is what makes one element more noticeable over another.

    • Where does your eye move first? Color, shape, line? Predominant element= the message!

  • Dynamics = the energy of a piece

    • High energy = bright colors, lots of elements

    • Static= subtle colors, fewer elements


Unity variety

Unity & Variety

  • Unity- When elements (lines, shapes, colors, textures, etc.) all work together in harmony.

    • Same colors/ elements used throughout

    • Repeated shapes/ textures for patterns

    • Sends a consistent message

  • Variety- When elements are used to create an energetic, lively, or chaotic effect.

    • Different colors/elements used throughout


Resources

Resources

  • Youtube: Principles of Design


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