1

The more strikingly visual

your presentation is, the
more people will
remember it. And more
importantly, they will
remember you.
— Paul Arden

Rizal Technological University Graphic

Computer Design 3
Workshop
 INTRODUCTION TO GRAPHIC DESIGN
MOVEMENT, BALANCE, UNITY, CONTRAST, EMPHASIS, LINE, AND COLOR

Copyright 2008 Adobe Systems Incorporated. All rights reserved.

What is Graphic Design 3

▪ The art or skill of combining text

and pictures in advertisements,
magazines, books, posters, or
websites.

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What is Graphic Design 4

▪ Graphic design is the art and

practice of visual communication.

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Graphic Designer 5

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Graphic Designer 6

▪ A Graphic Designer is a professional

within the graphic design and
graphic arts industry who
assembles together
images, typography or motion
graphics to create a piece of design.

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Graphic Designer 7

▪ Graphic Designer has the artistic sensibility,

skill and experience and/or training
professionally to create designs or images for
reproduction by any means of visual
communication, and who may be concerned
with illustration; typography; calligraphy;
surface design for packaging; or the design of
patterns, books, advertising and publicity
material, or any form of visual
communication.
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Graphic Design Elements 8

▪ Graphic design elements are the building

blocks of graphics.
▪ Contrast
▪ Repetition
▪ Alignment
▪ Proximity
▪ Proportion

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CONTRAST 9

▪ Contrast is created when you place two different or

opposite elements together. The more different, the
better.
▪ Contrast creates an exciting graphic elements to your
page. Contrast allows important things to pop out at
the reader.

▪ You can create contrast with font style, size, or

color.

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CONTRAST 10

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CONTRAST 11

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CONTRAST 12

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CONTRAST 13

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CONTRAST 14

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REPETITION 15

Definition
▪Repetition is the recurring of the same object.

Overview & Advantages

▪ If used in the background, it ties the foreground together.
▪ Leads the eye to an important message, logo, image of idea
▪ May make things look more professional and organized
▪ Brings unity to the image

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REPETITION 16

Disadvantage
▪ May actually distract from the main idea when used
excessively
▪ Excessive use may lead to the design being a bit boring or
seemingly unoriginal

How to use it
You can use repetition through the following:
▪ Color Shades (a different shade each repetition)
▪ Repetitive Variation (slight changes in each object)
▪ Shapes (distinct shapes show organization)

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REPETITION - summary 17

▪ To repeat or do again
▪ This principles of design states that you should
consider the aspects of the design through out the
entire project.
▪ The use of REPETITION makes the entire project look
connected from page 1 to page 100.
▪ You can use REPETITION in your fonts, bullets, colors,
alignments or any graphic style.

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REPETITION 18

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REPETITION 19

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REPETITION 20

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REPETITION 21

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REPETITION 22

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REPETITION 23

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ALIGNMENT 24

▪ Alignment is the placement of text and graphics so

they line up on the page.
Alignment is used to:
▪ Create order.
▪ Organize things on a page.
▪ Group items.
▪ Create visual connections.

▪ Good alignment is invisible. When things are out of

alignment, it is noticeable.
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ALIGNMENT 25

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ALIGNMENT 26

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ALIGNMENT 27

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ALIGNMENT 28

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ALIGNMENT 29

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ALIGNMENT 30

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PROXIMITY / CLOSENESS 31

Definition

▪ Proximity is the grouping together of different

objects

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PROXIMITY / CLOSENESS 32

Overview & Advantages

▪Objects that are grouped together can be
associated with each other.
▪Grouping objects can enhance a specific
image.
▪Gives the elements greater impact as the eye
gazes from one object to the next.

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PROXIMITY / CLOSENESS 33

Disadvantage
▪ Misinterprets the grouping, thus causing
the viewer to be confused.
▪ Too many groupings may simply become
repetitive and boring.

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PROXIMITY / CLOSENESS 34

How to use it
You can achieve contrast through the following:
▪Larger and Smaller objects

▪Color Differences (the emphasized object has a

different color)
▪Repeated groupings (emphasizes differences between
the various groups)
▪White Space

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PROXIMITY / CLOSENESS – white space 35

Definition
▪ space between elements in a compositions

Overview & Advantages

▪ Creates a balanced and harmonious layout

▪ Brings out a central focus

▪ Looks organized and clean

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PROXIMITY / CLOSENESS – white space 36

Disadvantage
▪ Too much white space may make something awkward and
unattractive.
▪ Too much white space can lead to lack of interest.
▪ Lack of white space may cause clutter.

How to use it
You can achieve contrast through the following:
▪ Micro whitespace (space between smaller objects)
▪ Macro whitespace (space between larger objects)
▪ Making distinct groupings in text (paragraph and lines
spaces)
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PROXIMITY / CLOSENESS – white space 37

bad white space good white space

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PROXIMITY / CLOSENESS – white space 38

Micro white space Macro white space

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PROXIMITY / CLOSENESS - summary 39

▪ Organize Your Ideas.

▪ Proximity: the state of one object being near
another.
▪ In design, proximity (or closeness) creates a
connection between grouped elements on a page.
▪ Visually group elements (text and/or images) that are
connected.
▪ Items or group of information that are not related to
each other should not be in close proximity to each
other.
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PROXIMITY / CLOSENESS 40

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PROXIMITY / CLOSENESS 41

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PROXIMITY / CLOSENESS 42

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PROXIMITY / CLOSENESS 43

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PROXIMITY / CLOSENESS 44

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PROPORTION – the golden section 45

Definition
▪The Key to proportion, determining the right
division of space of the layout.
Overview & Advantages
▪ It makes the design look more natural and appealing
▪ Aids in deciding where the focus point should be
located; or where the main subjects should be placed
▪ Guides the viewers eye through the picture
▪ It uses a ration of 1:1.618

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PROPORTION – the golden section 46

Disadvantage
▪ One may become afraid to stir away from the Golden
Section due to it's usage, yet one should be aware that
sometimes not following it enhances creativity
▪ If you don't find the right focus point, and still apply this
rule, then the result might end up awkward

Tricky to use
▪ Some people use a variation of the Golden Section called
the Root 2 Rectangle; it's proportions make the layout
smaller, but it serves the same purpose
▪ The ratio used for the Root 2 Rectangle is 1:1.414
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PROPORTION – the golden section 47

How to use it
You can achieve the Golden Section through the following:
▪Dividing the whole according to the Rule of Thirds (also called
Golden Ratio)
▪Dividing the whole according to the Golden Triangles

▪Dividing the whole according to the Golden Spiral (also called

Golden Rectangle)
▪To be able to do these, the concept behind it has to be
understood; math. In most of these the whole is divided into
sections .

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PROPORTION – the golden section 48

THE GOLDEN SPIRAL

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PROPORTION – the golden section 49

THE GOLDEN SPIRAL

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PROPORTION – the golden section 50

THE RULE OF THIRDS

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PROPORTION – the golden section 51

THE RULE OF THIRDS

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PROPORTION – the golden section 52

THE GOLDEN TRIANGLE

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PROPORTION – the golden section 53

THE GOLDEN TRIANGLE

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PROPORTION – the golden section 54

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PROPORTION – the golden section 55

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PROPORTION – the golden section 56

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PROPORTION – the golden section 57

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PROPORTION – the golden section 58

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PROPORTION – the golden section 59

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PROPORTION – the golden section 60

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Copyright 2008 Adobe Systems Incorporated. All rights reserved.
Lines 62

▪ Lines can be
straight or
curved.
▪ How are lines
used in the
composition on
this slide?

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6
Color definitions 63

▪ Hue is another word for color.

▪ Chroma is the intensity or purity of color.
▪ Tint is a color mixed with white.
▪ Tone is a color mixed with gray.
▪ Shade is a color mixed with black.

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Color and Contrast 64

▪ Using color can enhance or

detract from a composition.
www.lighthouse.org/color_contrast.htm

▪ Color wheels help

determine which colors are
in greatest contrast.
Use Kuler from Adobe
Labs to try out new color
schemes:
http://kuler.adobe.com/

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Color Harmony 65

▪ A color harmony is a specific set of color

rules that an artist follows (or doesn't) to
achieve a certain mood in the viewer.
▪ Basically it means that he or she chooses a
specific subset of colors to use while
ignoring all others. This focuses the
emotional message that they want to
deliver to the viewer.

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Color wheels 66

▪ Analogous colors are

adjacent to each other
on the color wheel.
▪ Complementary colors
are opposite each
other on the
colorwheel.

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Color Wheels – Color Harmony 67

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Color Wheels – Color Harmony 68

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Color Wheels – Color Harmony 69

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Color Wheels – Color Harmony 70

Tetrads

Tetrads

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Summary – Color Harmony 71

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Color in Design 72

▪ Use color to label or show hierarchy.

▪ Use color to represent or imitate reality.
▪ Use color to unify, separate, or emphasize.
▪ Use color to decorate.
▪ Use color consistently.

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Shapes 73

▪ Shape is an area that is contained within an implied

line, or is seen and identified because of color or
value changes.
▪ Shapes are enclosed objects that can be created by
line or created by color and value changes that
define their edges.
▪ Shapes have two dimensions, length and width, and
can be geometric or free-form (organic).
▪ Design in painting is basically the planned
arrangement of shapes in a work of art.

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Shapes 74

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Texture 75

▪ Texture is the surface look of an object

created by varying dark and light areas.
▪ Roughness
▪ Smoothness
▪ Depth

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Texture 76

▪ The texture of a surface is the look or feel. This

can add depth and richness to a piece of
graphic design by creating the illusion of a
texture on a printed page or computer screen.
▪ Texture can be created with patterns that are
printed on a page. For example, wrapping
paper has visual texture. Tactile texture can
actually be felt and is frequently employed by
printing on textured paper readers can feel.

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Texture 77

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Graphic Design Principles 78

▪ Graphic design principles are ways in which

elements are used together.
▪ Movement
▪ Balance
▪ Emphasis
▪ Unity

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Movement 79

▪ Movement is the use of lines, color,

and repetition to create the illusion of
motion.
▪ Curved forms or lines

▪ Repetition of geometric forms

▪ Fuzzy lines or outlines

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Movement 80

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Lines 81

▪ Lines can indicate

motion or
direction.
▪ How are lines used
in the composition
on this slide?

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Balance 82

▪ Balance is the act of comparing or estimating

two things, one against the other, and the
contrast between:
▪ Empty space (white space) and filled space
▪ Text and images
▪ Color and no colors and different colors
▪ Textures against flat colors

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Balance In Composition 83

▪ There are three different types of balance

when using color, shape, and position:
▪ Symmetry
▪ Asymmetry
▪ Radial symmetry

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Symmetrical or formal balance 84

▪ You can usually identify at least one of

three lines of symmetry.
▪ Horizontal

▪ Vertical

▪ Diagonal

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Symmetrical balance 85

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Examples of symmetrical balance 86

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Examples of asymmetrical balance 87

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Examples of radial balance 88

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Unity 89

▪ Unity: The correct

balance of
composition or
color that produces
a harmonious
effect.
▪ What is the focus
of the message?

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Unity 90

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Emphasis 91

▪ Emphasis: To
express with
particular stress or
force.
▪ What message is
stressed here?

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Summary 92

▪ The basis of good graphic design is use of

design elements and their thoughtful
application in the form of design
principles.
▪ Clearly identify what you are trying to
accomplish — use design to convey your
message.
▪ Brainstorm alternatives.
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