The 3 C s of Design COMPOSITION COMPONENTS CONCEPT

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1 The 3 C s of Design

2 The 3 C s of Design COMPOSITION COMPONENTS CONCEPT

3 COMPOSITION (Principles of Design) The way in which the components of a design are visually combined and arranged. COMPONENTS (Elements of Design) The visual elements used within a design COMPONENTS The visual elements used within a design. Photos Illustrations Icons Color Typography Linework Decoration Borders & Backgrounds CONCEPT Abstract elements of theme, connotation, message and style. All critical to its visual presentation and delivery of message.

4 Placement: Unequal Spacing, Line(s) placement, Horizon line (Rule of thirds), Dynamic Spacing & Static Placement Grouping: Simple association, Visual & Thematic Association, Disconnect Harmony: Agreement between elements Repetition, Visual Echo, Thematic Reference Emphasis: Visual Hierarchy, Relativity, Size Relationships, Decisive Presentation, Dimension, Color & Value Accent, Softening Contrast Alignment: Visual connection to unify and organize a layout Basic purpose, Alignment Don ts & what to avoid, Strict & Loosened Alignment, Opportunist Placement, Grid System Visual Flow: Directing the Eye, Flowing Across the Gutter, Poor Gutter Jumping, Circular Flow - Bridging Elements, Trapped Space. COMPOSITION The way in which the components of a design are visually combined and arranged.

5 When several items are in close PROXIMITY to each other, they become one visual unit rather than separate units. Group related items together, move them physically close to each other so the related items are seen as one cohesive group rather than a bunch of unrelated bits Items or group of information that are not related to each other should not be in close proximity to the other elements.

6 When several items are in close PROXIMITY to each other, they become one visual unit rather than separate units. The basic purpose of proximity is to ORGANIZE Group related items together, move them physically close to each other so the related items are seen as one cohesive group rather than a bunch of unrelated bits Items or group of information that are not related to each other should not be in close proximity to the other elements.

7 Avoid too many separate elements on a page Avoid leaving equal amount of white space between elements unless each group is part of a subset Do not create relationship with elements that don t belong together. If they are not related, move them apart from each other. Do not put thing around with out any though. White space is GOOD.

8 When designing, do not allow the spacing between elements to just happen. Develop an active awareness of the spatial relationship that are occurring between the components of a layout or image. Practiced consciously, this awareness quickly becomes second nature to a designer or artist Jim Krauser

12 And what if I confuse the issue even further

22 Photos Illustrations Icons Color Typography Line work Decoration Borders & Backgrounds COMPONENTS The visual elements used within a design. Elements of Design

23 INTRODUCTION: Fonts have character! They have emotions. They have something to say. Every time you use a font in your design you should ask yourself, How does this font feel? Is it, for example, a happy font? Do you really want a happy font for your design? Look at the fonts used in designs you see in newspapers, magazines, or on television; What do these fonts have to say? Notice how the shape and weight of the fonts support what the designer wants to say. After this assignment you should be aware of a font's feelings. You should begin to notice how designers use the shape and weight of the fonts to convey emotion. OBJECTIVES: To learn to manipulate text using Illustrator CS5 as our main digital program. Students will practice manipulating the text. Text is a fundamental design element. Student will learn to think about the relationships between the words, the fonts, and styles they choose to use.

24 Conveyance Theme Creative Process Concept Evaluation CONCEPT Abstract elements of theme, connotation, message and style. All critical to its visual presentation and delivery of message.

25 Lorem ipsum In publishing and graphic design, lorem ipsum is placeholder text (filler text) commonly used to demonstrate the graphics elements of a document or visual presentation, such as font, typography, and layout. The lorem ipsum text is typically a section of a Latin text by Cicero with words altered, added and removed that make it nonsensical in meaning and not proper Latin. Even though "lorem ipsum" may arouse curiosity because of its resemblance to classical Latin, it is not intended to have meaning. Where text is comprehensible in a document, people tend to focus on the textual content rather than upon overall presentation, so publishers use lorem ipsum when displaying a typeface or design elements and page layout in order to direct the focus to the publication style and not the meaning of the text. In spite of its basis in Latin, use of lorem ipsum is often referred to as greeking, from the phrase "it's all Greek to me" which indicates that this is not meant to be readable text.

There are four basic typographic alignments: flush left the text is aligned along the left margin or gutter, also known as left-aligned or ragged right; flush right the text is aligned along the

26 There are four basic typographic alignments: flush left the text is aligned along the left margin or gutter, also known as left-aligned or ragged right; flush right the text is aligned along the right margin or gutter, also known as right-aligned or ragged left; justified text is aligned along the left margin, and letter- and word-spacing is adjusted so that the text falls flush with both margins, also known as fully justified or full justification; centered text is aligned to neither the left nor right margin; there is an even gap on each side of each line. COMPOSITION The way components are visually combined and arranged. Principles of Design

27 Test Vocabulary Kerning Spacing between letters Tracking Spacing between words Rivers in Justified Text unsightly large space between words due to letter size, length of justified text Widows A word that sits on a line by itself at end of a paragraph Orphans Last line of a paragraph that sits along at the top of column or page Leading Line spacing Serif A type of font that has exaggerated strokes or details at the end of it s letters (unlike san serif typefaces). Sans-serif A kind of font type that is void of the strokes on the end of letters that can be found on a serif typeface (see serif ). flush right the text is aligned along the right margin or gutter, also known as right-aligned or ragged left; justified text is aligned along the left margin, and letter- and word-spacing is adjusted so that the text falls flush with both margins, also known as fully justified or full justification; centered text is aligned to neither the left nor right margin; there is an even gap on each side of each line. Typography the selection and arrangement of typefaces, sizes, and spacing on a printed publication or web page. Typography has a major impact on the overall look and image of your page and its overall quality. COMPOSITION The visual elements used within a design.. Principles of Design

DPI: DPI (dots per inch): represents the resolution of an output device such as a printer. The higher the DPI, the more pixels (dots) fit into each inch of the image.

28 DPI: DPI (dots per inch): represents the resolution of an output device such as a printer. The higher the DPI, the more pixels (dots) fit into each inch of the image. In other words, the higher the DPI, the better an image will look in print. 300 dpi is sufficient for many print jobs, but it s all dependent on the detail required and the material being printed on CMYK: a very common color mode used for printing, also known as process colors. The CMYK stands for the colors cyan, magenta, yellow, and black. The letter K represents black as a way to not confuse with blue. JPG: (also spelled JPEG ) this image format is the most commonly used web format when it comes to photos or detailed imagery. JPGS are a lossy format, meaning some quality is lost to achieve their smaller file size. Resolution: The detail of an image is based on how many pixels (dots) are included in 1 square inch of space. The more pixels (see pixels ) included in that space, the higher the resolution. Computer monitors use no more than 72 pixels (dots) per inch, so going higher is pointless. However a minimum of 300 dots per inch is usually recommended for printing. San Serif: A kind of font type that is void of the strokes on the end of letters that can be found on a serif typeface (see serif ). Serif: A type of font that has exaggerated strokes or details at the end of it s letters (unlike san serif typefaces). Typography: the study and process of typefaces; how to select, size, arrange, and use them in general. In modern terms. typography includes computer display and output. Traditionally, typography was the use of metal types with raised letterforms that were inked and then pressed onto paper The visual elements used within a design. Elements of Design

henever you get projects for designing graphics for different media materials, there are certain rules you need to know before venturing to the complexities and elaborate world of graphic design.

29 henever you get projects for designing graphics for different media materials, there are certain rules you need to know before venturing to the complexities and elaborate world of graphic design. One of the elements considered in graphic design is typography. This is how you utilize and create your text to come out with a result that complements your images and design of the whole media material, whether it's for print or web. For typography, here are five of the basic rules to follow (or to break, whichever suits your creativity at the moment): The visual elements used within a design. Elements of Design

30 1- DO NOT use all the fonts in one document. Every designer has his or her own collection of fonts, which he or she uses for each design project. As one designer would say: "If you're a designer, it almost goes without saying that you own fonts- Lots of fonts. Aside from the existing fonts in the software program being used, most designers have their own lists that were added to the already existing list. And because of the availability of so many fonts, one may be tempted to use as many, if not all of the fonts that he or she owns. Always remember that simplicity is more attractive than disarray and confusion. When you start using many fonts in one document, the message most often get lost in the jumble. In addition, too many fonts can distract the reader from the original intent of the design- to get a message across. Nevertheless, this doesn't mean that you have to be dull and boring by sticking to the conventional "two-font rule", which states that you had to have one font for headings and another for text. So where's the creativity in that? Just make sure to have a reason why you want to deviate from the rule and chose to use the fonts. 2- "Serif type is easier to the eyes than sans serif. There's an old principle in the graphics world that goes "Serif type is easier to read because the serifs draws your eye from character to character." Hence, sans serif type is oftentimes used for headings and short quantities of text. Truth to tell, all fonts can be made readable (except, well, maybe for Wingdings) with the ideal design. With sans serif, although it needs more leading than serif type, it can give your documents a very modern look, and is the popular body text in Europe. The visual elements used within a design. Elements of Design

31 3- Putting two spaces after a period is a no-no. In the olden times, when using typewriters, typing two spaces after a period was the rule to indicate the end of a sentence. With the onset of technology, fonts have characters of their own, with different widths, that putting two spaces after a period is no longer needed. Sometimes, this rule can create a rather annoying flaw that creates a stop rather than help you pinpoint the end of every sentence. 4- DO NOT use all capital letters. One designer said that when using all capitals in the text, there are no ascenders or descenders. The two are what makes it easy to identify the shape of a word. "The shape of almost every word becomes a rectangle, and it's harder to read. But this doesn't also mean that you cannot use capital letters. Where can you use capital letters? Short phrases or headings do look attractive in all caps. Sans serif also works better in all caps. The visual elements used within a design. Elements of Design

32 5- DO NOT center large quantities of text. The eyes go from left to right when reading. It's the way to go. It rapidly scans one line, then goes from the right side of the page back to the left side of the page. When text is centered, it makes it harder for the eyes to be told to find where the next text begins again on the left side of the page, and makes it easy for the reader to skip down lines of text. This time, it's not too easy to bend the rules. The best way is still to save centering to headings that don't run more than several lines deep. The visual elements used within a design. Elements of Design

33 5- DO NOT center large quantities of text. The eyes go from left to right when reading. It's the way to go. It rapidly scans one line, then goes from the right side of the page back to the left side of the page. When text is centered, it makes it harder for the eyes to be told to find where the next text begins again on the left side of the page, and makes it easy for the reader to skip down lines of text. This time, it's not too easy to bend the rules. The best way is still to save centering to headings that don't run more than several lines deep. The visual elements used within a design. Elements of Design

34 OBJECTIVES: To learn to manipulate photos using Photoshop CS5 as our main digital program. To be able to apply emotions by selecting a theme prior to starting the project and the ability to use colors to convey a message. Learn to apply perspective as picture will no be only on the top of background but also going in to the background objects. Student will learn about light and shadows and elements of design as well as principles. GRAPHIC DESIGN PROCEDURES: 5-7 Warp Pictures following tutorial. Students are allowed to use pictures from the internet. Small warp picture size Avg. : 3 x5 or 4 x6 Resolution DPI. Background: needs to be 8x10 Resolution DPI. It is very important that background picture conveys the same emotion as the warp pictures. COMPOSITION: Contrast: Font, Color, Size. Alignment: Center, Flush Left/Right or Justified. Emphasis or Focal Point, Visual Flow and Proximity/Grouping The way in which the components of a design are visually combined and arranged.

35 OBJECTIVES: How to use each of the tools to its full potential. From the interface to the intricacies of the drawing tools, from transforming, editing, and positioning objects to applying filters and live effects Learn the difference between Vector and Rasterized images. When to use Photoshop and when to use Illustrator. Create Media Player Play Button 8 media player buttons : 20 pts. Students are allowed to use pictures from the internet for background 20pts; High resolution CREATIVITY: Students need to create their own design. Buttons should not resemble tutorial done in class. Tutorials are only for students to become familiar with program Illustrator 20pts DESIGN Consistency: Buttons are part of a family and they should look like they belong together. 30pts Background: needs to be 8x10 Resolution : NONE Vector image. 10pts COMPOSITION: Contrast: Color, Size. Alignment: Center, Flush Left/Right or Justified. The way in which the components of a design are visually combined and arranged.

36 OBJECTIVES: How to use each of the tools to its full potential. From the interface to the intricacies of the drawing tools, from transforming, editing, and positioning objects to applying filters and live effects Learn the difference between Vector and Rasterized images. When to use Photoshop and when to use Illustrator. Multiple layers in Photoshop 3D Flowery Text COMPOSITION: Creative 3D Text: 15 pts. COMPOSITION: Students are allowed to use pictures from the internet for background 15pts; High resolution COMPOSITION: Download, upload, install and application of brushes: different layers in Photoshop. 10pts CREATIVITY: Students need to create their own design. Design should not resemble tutorial done in class. Tutorials are only for students to become familiar with program Illustrator/Photoshop 20pts DESIGN COMPOSITION-Consistency: Creativity: depth, space, movements, color, alignment, proximity, contrast & colors20pts Background: Needs to be 8x10 Resolution : DPI. 20pts The way in which the components of a design are visually combined and arranged.

37 Whenever you get projects for designing graphics for different media materials, there are certain rules you need to know before venturing to the complexities and elaborate world of graphic design. One of the elements considered in graphic design is typography. This is how you utilize and create your text to come out with a result that complements your images and design of the whole media material, whether it's for print or web. For typography, here are five of the basic rules to follow (or to break, whichever suits your creativity at the moment): 1- DO NOT use all the fonts in one document. 2- "Serif type is easier to the eyes than sans serif. 3- Putting two spaces after a period is a no-no. 4- DO NOT use all capital letters. 5- DO NOT center large quantities of text. Factor that affect Legibility: Font Choice & Size Color: (Selection of color scheme); warm vs. cool colors. Complementary colors etc. Letter spacing (Too condense or extremely expanded Faces) Upper vs. Lower Cases (lower cases are easier to read) Background Colors affects legibility; create contrast Alignment (Alignment between element can create a sense of agreement and unity/harmony) Objectives: To create a Typography Poster using Typography and Creativity as our main tools. Learn application of rules and its limitation and when to break them according to message intended Application of Concepts & Components INSTRUCTIONS/REQUIREMENTS/RUBIC: Size: 8.5x11 Resolution: 250 DPI/photoshop Software: Illustrator & Photoshop for art manipulation Use of Graphic/Pictures to a minimum Computer Color Mode: CMYK Use of color/font to create a mood, ambience or reaction from the viewer Proper use of Elements/Components: Font, Color, Shapes, Texture, Space Proper use of Principles/Concepts: Balance, Focal Point, Contrast & Movement/visual flow

38 INSTRUCTIONS: Size: 8.5x11 Resolution: 200 DPI Software: Photoshop or Illustrator Use of Graphic/Pictures to a minimum Colors: RGB or CMYK Objectives: To create a Typography Poster using Typography and Creativity as our main tools Use of above QUOTE required. Student might use additional words from paragraph or any that relates to the invention of press and/or typography

39 INSTRUCTIONS: Size: 8.5x11 Resolution: Vector Image Software: Illustrator Use of Graphic/Frog or organic (curves) Please include: Title, subtitles, first paragraph is never indented GET CREATIVE!!!! Colors: RGB or CMYK Objectives: To learn basic layout using WRAP TEXT. Learn to use the PEN tool in illustrator to create a path Use of Greeking as a tool to finish a layout with out original text - The visual elements used within a design. Elements of Design

TEXT WRAP NEEDS TO BE INCLUDED. Objectives: To learn basic layout using WRAP TEXT as well as linking text columns. Text wrap needs to be use in a creative way.

40 RUBRIC-INSTRUCTIONS: Size: 8.5x11 Resolution: Vector Image Software: Illustrator Colors: CMYK Use of Graphic/Artwork related to ad. Please include: Title, subtitles, first paragraph is never indented GET CREATIVE!!!! Watch out for widows and orphans. Column text baselines need to align. TEXT WRAP NEEDS TO BE INCLUDED. Objectives: To learn basic layout using WRAP TEXT as well as linking text columns. Text wrap needs to be use in a creative way. Learn to use the PEN tool in illustrator to create a path Use of Greeking as a tool to finish a layout with out original text The visual elements used within a design. Elements of Design

INSTRUCTIONS/Rubic: Size: 8.5x11 or 11x8.

Contrast: Color, text or size, Space Use

41 INSTRUCTIONS/Rubic: Size: 8.5x11 or 11x8.5 Resolution MUST use both programs: Illustrator=Vector Image Photoshop=250 DPI Use of Graphic: Skateboard PSD used in our previous tutorial and any additions Quantity: 4-5 Skateboards Colors: CMYK (print outside) Layout: Balanced: symmetrical or asymmetrical Contrast: Color, text or size, Space Use of TYPOGRAPHY: Company name/logo. Use of text to create images/design Objectives: To learn to download brushes and install. Multiple layers in illustrator vs. Photoshop To convert text to image or OUTLINE TEXT Import to Photoshop for final touches/effects. Abstract elements of theme, connotation, message and style. All critical to its visual presentation and delivery of message.

Helvetica was developed in 1957 by Max Miedinger with Eduard Hoffmann at the Haas'sche Schriftgiesserei (Haas type foundry) of Münchenstein, Switzerland.

42 Helvetica was developed in 1957 by Max Miedinger with Eduard Hoffmann at the Haas'sche Schriftgiesserei (Haas type foundry) of Münchenstein, Switzerland. Haas set out to design a new sans-serif typeface that could compete with the successful Akzidenz-Grotesk in the Swiss market. Originally called Neue Haas Grotesk, its design was based on Schelter-Grotesk and Haas Normal Grotesk. The aim of the new design was to create a neutral typeface that had great clarity, no intrinsic meaning in its form, and could be used on a wide variety of signage. In 1960, the typeface's name was changed by Haas' German parent company Stempel to Helvetica in order to make it more marketable internationally. It was initially suggested that the type be called 'Helvetia' which is the original Latin name for Switzerland. This was ignored by Eduard Hoffmann as he decided it wouldn't be appropriate to name a type after a country. He then decided on 'Helvetica' as this meant 'Swiss' as opposed to 'Switzerland'. INSTRUCTIONS: Paper: 3 paragraphs NO PLAGERISM=0. Will count as a project and homework Images Due Next Class: 10 logos, Ad or Street Signs Size: 8.x10 Resolution: Vector Software: Illustrator Use of Graphic/10 logos, Ad or Street Signs Objectives: Learn about fonts and typography To display information about Helvetica in a Graphic Way The visual elements used within a design. Elements of Design

Musical instrument of your choice Diverse images related to an event of your choice Photoshop Brushes of your choice Use of effective Typography Elements: Contrast of : color images, font etc.

48 Musical instrument of your choice Diverse images related to an event of your choice Photoshop Brushes of your choice Use of effective Typography Elements: Contrast of : color images, font etc. INSTRUCTIONS: Images: Any image related to a musical event Size: 8.x10 Resolution: 250 DPI Color Mode: CMYK Objectives: Learn about Photoshop brushes and installation Use of different brushes to create contrast Photoshop Manipulation Event should include: Event name, Date event, Address/location Phone # and sponsors. The visual elements used within a design. Elements of Design

49 Graphic Design Mrs. Mayorga Est. Time 3-4 Weeks OBJECTIVES: To learn to manipulate photos using Photoshop CS5 as our main digital program. Students will learn the use typography and color theory as a powerful tool to convey a message. Project theme: WW2 History (Holocaust). Student will learn about WWII and will be able to apply emotions to their poster by researching the internet as it is our only digital image source available to us. To show understanding of the Four Basic Principles of Design: Contrast, Repetition, Alignment, and Proximity GRAPHIC DESIGN PROCEDURES: FOLLOW TUTORIALS: Typographic Portrait and Ghost Scene Search internet for portrait pictures at high resolution. Crop picture if necessary Document Size: 10 x15 Resolution: 200 or higher Color Setting: RGB is not a press job

50 Choose a character of your choice High resolution portrait; printed and in USB. 5 images of possible ghosts printed and in USB. A list of 10 words related/describing this person typed and printed.

52 OBJECTIVES: To learn to manipulate photos using Photoshop CS5 as our main digital program. Students will learn about the surrealism movement and its application in real life To show understanding of advance Photoshop Techniques INTRODUCTION GRAPHIC DESIGN PROCEDURES: Graphic Design II Mrs. Mayorga Est. Time 3-4 Weeks Surrealism is a style in which fantastical visual imagery from the subconscious mind is used with no intention of making the work logically comprehensible. Founded by Andre Breton in 1924, it was a primarily European movement that attracted many members of the chaotic Dada movement. It was similar in some elements to the mystical 19th-century Symbolist movement, but was deeply influenced by the psychoanalytic work of Freud and Jung. The Surrealist circle was made up of many of the great artists of the 20th century, including Max Ernst, Giorgio de Chirico, Jean Arp, Man Ray, Joan Miro, and Rene Magritte. Salvador Dali, probably the single best-known Surrealist artist, broke with the group due to his right-wing politics (during this period leftism was the fashion among Surrealists, and in fact in almost all intellectual circles). Sigmund Freud - Austrian neurologist who founded psychoanalysis Psychoanalysis - a method of analyzing psychic phenomena and treating emotional disorders that emphasizes the importance of the patient's talking freely about himself while under treatment, especially about early childhood experiences and about his dreams inter-war movement - between World War I and World War II AFTER FOLLOWING TUTORIAL: Search internet for pictures at high resolution. Final Document Size: 10 x12 or 12 x10 Resolution: 200 or higher Color Setting: CMYK Press Job Project need to convey a surrealist them or dream world scenery

Designing Research Posters. College of Art and Design Chris Jackson, Associate Dean Keli DiRisio, Assistant Professor

Designing Research Posters. College of Art and Design Chris Jackson, Associate Dean Keli DiRisio, Assistant Professor Designing Research Posters College of Art and Design Chris Jackson, Associate Dean Keli DiRisio, Assistant Professor Size and Orientation If you are NOT using the poster template: Start is with a 48"