MULTIMEDIA DESIGN HAND OUT # 1 GRAPHIC DESIGN BASICS -The Elements of DesignGet a better understanding of the basics of graphic

design by studying the elements and principles of graphic design that govern effective design and page layout. Graphic design is the process and art of combining text and graphics and communicating an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication. Designers achieve their goals by utilizing the elements and principles of graphic design.

Building Blocks of Design

The first class describes the 6 elements of design: lines, shapes, mass, and size, texture, space and color. Also describes other elements sometimes included as basic building blocks.

LINES
Lines are one of the basic elements of design. Alone or in combination with other lines or shapes they can aid in the readability, appearance, and message of a design. Lines can be used to:
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Organize information. Highlight or stress words. Connect pieces of information. Outline a photo or set it off from other elements. Create a grid. (A grid is the underlying structure of a page.) Create a chart or graph. Create a pattern or rhythm by drawing many lines. Direct the reader's eye or create a sense of motion. (Create a sense of action by using a diagonal line.) Suggest an emotion.

Appearance of Lines A line is a mark connecting two points. How we get from point A to point B gives the line its distinctive character and appearance. Lines can be long or short, straight or curved. Lines can be horizontal, vertical, or diagonal. Lines can be solid, dashed, thick, thin, or of variable width. The endings of lines can be ragged, blunt, or curved. Line Patterns Lines are often found in pairs or groups. Lines of the same general appearance or lines that are quite different can form a variety of patterns that create textures, suggest movement, or lead the eye - the same as single lines.

SHAPES
Shape is one of the basic elements of design. Alone or in combination with other shapes or lines they can convey universal meanings as well as guide the eye or organize information. The three basic types of shapes are geometric, natural, and abstract. Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and triangles but also octagons, hexagons, and cones. Natural shapes are found in nature or they can be manmade shapes. Leaves are an example of a natural shape. An ink blob is a natural shape. Natural shapes are often irregular and fluid. Abstract shapes are stylized or simplified versions of natural shapes. Symbols found on signs, such as the stylized wheelchair shape for handicapped access, are one example. Unusual shapes can be used to attract attention. With shape you can:
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Crop a photo in an interesting way, such as in an oval. Symbolize an idea. Make a block of text more interesting by setting the text into a shape. Create a new format. Highlight information. You could add a screened or tinted shape to highlight important information.

MASS AND SIZE

Mass is one of the basic elements of design. Mass equals size. Each piece you create has a physical mass. piece.The physical mass or size is the actual dimensions of the piece height, width, thickness/weight (of paper), and depth (3D objects). Additionally, each element within the design (graphics, photos, lines, and text blocks) has their own mass relative to the whole Measuring the Size of Your Design Size is how large or small something is. Size is very important in making a layout functional, attractive, and organized. It shows what is most important, attracts attention, and helps to fit the layout together. Size can be used to:
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Show which element is the most important by making it the largest. Make all elements easy to see. Attract attention. Contrast two elements to create interest. Establish a consistent look throughout a printed publication or web page.

TEXTURE
Texture is the look or feel of a surface. You can add richness and dimension to your layouts with texture. Visual texture creates an illusion of texture on a printed publication or web page. Patterns, such as the images printed on wrapping paper, are a type of visual texture. Tactile texture can actually be felt. Printed publications can be printed on textured paper that readers can feel. Texture can be used to:
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Give a printed publication, presentation, or web page a mood or personality. Create contrast for interest. Fool the eye. Provoke emotions. Create a feeling of richness and depth.

Visual Textures It's extremely easy to find or create visual textures for your designs. There are four basic ways to incorporate visual texture. 1. Objects within a photograph

 Textures: fairly smooth surface of the chalk; rough surface of the cement  Textures: smooth glass bottles; fabric of the potholders  Textures: worn wooden mallet; grass

2. Images created with photo-editing software these textures may mimic actual textures or be imagined textures  Texture: mimics drapes or folds in a satiny fabric  Texture: simulates a rough, rocky surface  Texture: random soft circles create an imaginary texture

3. Digitized images of actual textures (from scans, digital photos)  Texture: a straw mat  Texture: piece of door mat made from old tires  Texture: tree bark

4. Symbolic textures created with lines or shapes these patterns suggest various textures and are similar to the use of symbols or icons to represent ideas or objects  Texture: wavy lines could symbolize water, waves, rolling terrain  Texture: overlapping circles give the look of fish scales  Texture: a grid of lines could simulate plaid or linen fabrics, wire mesh, or other textures

You can enhance or alter the appearance of visual textures depending on the actual texture of the paper used. Keep this interaction in mind when using texture.

SPACE
Space is the distance or area between or around things. Space separates or unifies, highlights, and gives the eye a visual rest. Space can be used to:
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Give the eye a visual rest. Create ties between elements. Highlight an element. Put a lot of white space around something important to call attention to it. Make a layout easy to follow. Make type as legible as possible. Graphic Design Tip: White space (the absence of text and graphics) is vital to graphic design. The key is to add just enough white space so the eye knows where to go and can rest a bit when it gets there. You can control white space in the following location: margins, paragraph spacing, spacing between lines of text, gutters (the space between columns), and surrounding text and graphics.

COLOR
Color is not essential to a good design. Black and white and shades of gray can create 'color' that is just as effective as reds, blues, and greens. However, color is an added dimension that can evoke moods and make powerful statements when used wisely. Value Value is present in all design. It is the lightness or darkness of an object, regardless of color. Value is relative to the background color and other items on the page. Color can be used to:
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Highlight important elements such as headlines and subheads. Attract the eye. Signal the reader where to look first. Create an image or a mood. Tie a layout together. Organize. Group elements together or isolate them. Provoke emotion.

The Psychology of Color Color Reds Oranges Yellows Greens Blues Violets Browns Blacks Associations Energy, Passion, Power, Excitement Happy, Confident, Creative, Adventurous Wisdom, Playful, Satisfying, Optimistic Health, Regeneration, Contentment, Harmony Honesty, Integrity, Trustworthiness Regal, Mystic, Beauty, Inspiration Easiness, Passivity Finality, Transitional Color

-The Principles of DesignAll designs have certain basic elements or building blocks chosen to convey the message beyond the actual words or photos used. How we place those items on the page determines the structure of our designs and affects the overall readability and determines how well our design communicates the desired message. The principles of design govern that placement and structure. Graphic design encompasses the creation of a great many types of projects but for the purposes of these lessons we're focusing on the elements and principles of design as they apply to typical desktop publishing projects including logos, ads, brochures, business cards, newsletters, books, and to some extent, Web pages.

UNITY
Unity may be the single most important concept. All elements on a page (or slide, poster, etc.) must look like they belong together nothing can seem accidental or random. The entire design, then, is more (and more important) than the mere sum of its elements. Unity can be achieved in many ways. For example, using black & white photography throughout the pages rather than, say, mixing cheap clip art with high quality black & white photography and common color stock images, can give the design a sense of unity. Unity can be achieved also by using similar items conceptually such as "things found in Japan." For a PowerPoint presentation, a high-quality background theme used consistently throughout the entire presentation adds visual unity. However, it is important to break up the unity once in a while (or on parts of a page). You need unity so that the message you want to communicate comes out clearly and strong. But you also need variety in the design to add interest and life and to grab attention. A well designed poster, for example, will do two things in this order: (1) It will grab your attention (variety of design often does this), and (2) It must be read and understood easily (unity of design helps with this). To create unity:
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Use only one or two typestyles and vary size or weight for contrast throughout the publication, presentation, or web site. Be consistent with the type font, sizes, and styles for headings, subheads, captions, headers, footers, etc. throughout the publication, presentation, or web site. Use the same color palette throughout. Repeat a color, shape, or texture in different areas throughout. Choose visuals that share a similar color, theme, or shape. Line up photographs and text with the same grid lines.

EMPHASIS
Emphasis is what stands out or gets noticed first. Every layout needs a focal point to draw the readers eye to the important part of the layout. Too many focal points defeat the purpose. Generally, a focal point is created when one element is different from the rest. To create emphasis:
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Use a series of evenly spaced, square photographs next to an outlined photograph with an unusual shape. Put an important piece of text on a curve or an angle while keeping all of the other type in straight columns. Use bold, black type for headings and subheads and much lighter text for all other text. Place a large picture next to a small bit of text. Reverse (use white type) a headline out of a black or colored box. Use colored type or an unusual font for the most important information. Put lists you want to highlight in a sidebar in a shaded box.

BALANCE
If a design is out of balance, the individual elements of the design will dominate the overalldesign. A well-balanced design has a clear, single, unified message. Balance is an equal distribution of weight. In terms of graphics, this applies to visual weight. Each element on a layout has visual weight that is determined by its size, darkness or lightness, and thickness of lines. There are two basic approaches to balance. The first is symmetrical balance which is an arrangement of elements so that they are evenly distributed to the left and to the right of center. The second is asymmetrical balance which is an arrangement of unlike objects of equal weight on each side of the page. Color, value, size, shape, and texture can be used as balancing elements. Symmetrical balance can communicate strength and stability and is appropriate for traditional and conservative publications, presentations, and web sites. Asymmetrical balance can imply contrast, variety, movement, surprise, and informality. It is appropriate for modern and entertaining publications, presentations, and web sites. To create balance:
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Repeat a specific shape at regular intervals, either horizontally or vertically. Center elements on a page. Put several small visuals in one area to balance a single large image or block of text. Use one or two odd shapes and make the rest regular shapes. Lighten a text-heavy piece with a bright, colorful visual. Leave plenty of white space around large blocks of text or dark photographs. Offset a large, dark photograph or illustration with several small pieces of text, each surrounded by a lot of white space.