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