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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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.

What do you see
What do you see? at a white space.

Did you see a BLUErectangle?

Color continued
Color Continued at a white space.

  • 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 at a white space.

  • 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 at a white space.

  • 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 at a white space.

  • 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 at a white space.

  • 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 at a white space.

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

Emphasis dynamics
Emphasis & Dynamics at a white space.

  • 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 at a white space.

  • 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 at a white space.

  • Youtube: Principles of Design