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The Elements of Graphic Design. Function - Give structure and carry the work. Elements of Graphic Design. Line Space Texture Shape Color Type. Line. Continuous mark on a surface Connect, separate and organize elements Guides the eye in following the design - PowerPoint PPT Presentation
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The Elements of Graphic Design
Function
- Give structure and carry the work.
Elements of Graphic Design
Line
Space
Texture
Shape
Color
Type
Line
• Continuous mark on a surface• Connect, separate and organize
elements• Guides the eye in following the design• Help convey emotions
Lines show motion and direction of objects
Straight lines show formality
Curved and wavy lines show artistry, beauty and detail
Shape• Enclosed space defined by lines. • Adds visual weight to a design• Help divide design areas• Convey symbolic meaning
Classified as:• Organic • Geometric
Geometric shapes
Shapes with straight lines may look harsh and sharp
Organic shapes
Shapes with curved or wavy lines look gentle
Space• Area around and within objects• Manipulated using close proximity to
create associations with objects and to give emphasis
Types of space• Positive space• Negative space
Positive space
Space which is occupied by design elements
Negative space
The area that is left over (also called the white space)
Texture• The feel of a surface, or the
illusion or simulation of it• The most commonly seen textures,
apart from flat or smooth, are things like paper, stone, concrete, brick, fabric, and natural elements
Color
• The reflection of light bounced back by an object
• Has symbolisms and give meaning to the design
Classified as:• Warm- (red, orange, yellow)• Cool- (green, blue, violet)
Examples of color symbolisms
Hue
- the color itself
Intensity
- the degree of lightness of a hue
Value
- the relative darkness or lightness of a hue
• Tints- produced by adding white to a color• Shades- produced by adding black to a color
Type
• The letterforms of text or words• Are shapes which can evoke emotions
Typeface or font- style of the letterforms• Serif- letterforms with extensions at their
ends• Sans serif- letterforms without
extensions at their ends
Serif vs Sans Serif
Serif
- considered formal and elegant
Sans serif
- reserved for more urban and modern designs
What is an Advertisement?
- Are persuasive messages that call or draw the attention of the viewers to take notice of a product or idea.
- The goal is to sell the product
Advertising Design Elements
Visual
Caption
Headline
Copy
Signature
Visual
- The visual is the image.- An interesting image will always call
people’s attention
Caption
- Is a phrase or a sentence used to summarize the importance of charts, graphs, illustrations, photographs or tables.
- It may not be necessary at all times
Headline
- Is the extra-large opening statement used in a layout.
- It summarizes what the text is about- Leads them to read the rest of the ad
Copy
-refers to written material
-the written part of an advertisement
Signature
- contains the advertiser’s name and contact number
- May contain product or company logo
http://www.slideshare.net/emurfield/elements-principles-of-art-design-powerpoint?v=default&b=&from_search=1
Hands- on 4
Create an advertisementLetter size landscape Should contain the following:
HeadlineCaptionVisualSignatureCopy
Filename: 7R_LASTNAME_H4
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