Introduction To Graphic Design

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

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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

▪ Creates a balanced and harmonious layout
▪ Brings out a central focus
▪ Looks organized and clean

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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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bad white space good white space

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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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PROPORTION – the golden section 45
Definition
▪The Key to proportion, determining the right
division of space of the layout.
▪ 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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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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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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THE GOLDEN SPIRAL

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THE GOLDEN SPIRAL

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THE RULE OF THIRDS

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THE RULE OF THIRDS

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THE GOLDEN TRIANGLE

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THE GOLDEN TRIANGLE

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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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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.
Computer Design 3
Workshop

Introduction To Graphic Design

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1

The more strikingly visual

Rizal Technological University Graphic

Copyright 2008 Adobe Systems Incorporated. All rights reserved.

▪ The art or skill of combining text

Rizal Technological University Graphic

▪ Graphic design is the art and

Rizal Technological University Graphic

Rizal Technological University Graphic

▪ A Graphic Designer is a professional

Rizal Technological University Graphic

▪ Graphic Designer has the artistic sensibility,

▪ Graphic design elements are the building

Rizal Technological University Graphic

▪ Contrast is created when you place two different or

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

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Overview & Advantages

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

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▪ Alignment is the placement of text and graphics so

▪ Good alignment is invisible. When things are out of

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

Rizal Technological University Graphic

▪ Proximity is the grouping together of different

Rizal Technological University Graphic

Overview & Advantages

Rizal Technological University Graphic

Rizal Technological University Graphic

▪Color Differences (the emphasized object has a

Rizal Technological University Graphic

Overview & Advantages

▪ Brings out a central focus

▪ Looks organized and clean

Rizal Technological University Graphic

bad white space good white space

Rizal Technological University Graphic

Micro white space Macro white space

Rizal Technological University Graphic

▪ Organize Your Ideas.

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Rizal Technological University Graphic

Rizal Technological University Graphic

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