Introduction

to Graphics
Era Marie F. Gannaban
 Learning Outcomes
1. Understand the principles of graphic
design elements and principles.
2. Identify good design based on its
elements and principles.
3. Define production phases, pre-
production, production, and post-
production.
4. Identify different hardware and
software tools to use in graphic
designing and editing.
5. Identify different file formats and
their uses.
 What is Graphic Design?
• Graphic designing is a process of
systematically combining lines,
shapes, colors, and text in a
creative way in such, it aims to
send information or convey a
message to the target audience.
Elements of Graphic Design

• Lines
• Colors
• Shapes
• Texture
• Space
• typography
Examples
 Colors
• Colors sets the feelings and
moods to the audience or viewer.
• It consists of hue, saturation,
and brightness.

Exhibit 2. Color Wheel and Color Spectrum

 Color Examples
1. Primary Colors make up the basis for the
color wheel. Primary colors are Red, Yellow
and Blue.
2. Secondary Colors are made by mixing equal
portions of the primary colors. these create
green, orange and purple.
3. Tertiary colors are made by mixing a primary
color with a neighboring secondary color.
yellow-orange, red-orange, red-violet, blue-
violet, blue-green, and yellow-green
4. Warm and cool colors warm colors are colors
like sun or fire (right) while cool colors are
colors like water or grass (left).
 Color Rules
• Color rules are combinations or shades of colors showing
harmonious and contrast colors that graphic designers can rely on
when creating backgrounds, posters, or coloring images. The
following are examples of color rules:
• Monochromatic
• Analogous
• Complimentary
• Triadic
Monochromatic
Analogous
Analogous
Complimentary
Triadic
 Hue, Value and Saturation
• Hue is the name given to a color like red, blue,
and green
• Value refers to the lightness or darkness of a
color.
• It indicates the quantity of light reflected.
• When referring to pigments, dark values
with black added are called “shades” of
the given hue name.
• Light values with white pigment added
are called “tints” of the hue name.
• Saturation is also called as “intensity” and
“chroma.” It refers to the dominance of hue in
the color.
Image Source: (learn.leighcotnoir, n.d.)
Exhibit 6. Hue, Value and Saturation
 Shapes
• Shapes are forms of lines that encloses a space.
• In design, shapes have two dimensions, the height and width.
• Shapes defines the boundaries of the form and can help identify an
object.

Exhibit 7. Example of shapes form

Examples

Exhibit 8. Geometric and Organic Shapes

Examples

Exhibit 9. Examples of Logo Shapes

 Texture
• In design, texture gives the feel or
appearance of the shapes. There
are two key textures image
textures and pattern textures.

Exhibit 10. Image and Pattern Texture

Examples
 Space
• In design, space is the area
within, above or under;
below or under of an
object/s.
• There are 2 types of space,
positive and negative
space.

Exhibit 12. Positive and Negative Space

Example

Exhibit 13. Example of Design Space

 Typography
• In design, Typography
is the creative way of
organizing and
arranging letters and
text in a clear, and
visually attractive to
the target audience.
• It involves font style,
looks, and structure to Exhibit 14. Typography Anatomy

visually convey a
message.
Categories

Exhibit 16. Categories of Typography

Examples

Exhibit 15. Examples of Typography

Elements of Graphic Design

• Lines
• Colors
• Shapes
• Texture
• Space
• typography
Share
your
takeaways
What can you say
about its colors
and text?
10 Mins
Break
Design Principles
• Contrast
• Hierarchy
• Alignment
• Balance
• Proximity
• Repetition
 Design Principles
• According to (David,
2019), Contrast is a
visual element that
attracts the attention and
emphasize the message
of the design.
• It occurs when two or
more visual elements in
a composition are
different.
Exhibit 17. Examples of Contrast
 Hierarchy
• Hierarchy design
principles show the
importance of each
design elements.
• This principle
influences the reader or
target audience which
element is significant.
Examples

Exhibit 19. Examples of Hierarchy Design

 Alignment
• In design, alignment is
lining up the elements from
left, right, center, top or
bottom.

Exhibit 20. Alignment Principles

Examples

Exhibit 21. Examples of Alignment in Design

• “Balance is the distribution of the visual weight of objects, colors,
texture, and space.
• If the design was a scale, these elements should be balanced to make a
design feel stable.
• In symmetrical balance, the elements used on one side of the design are
similar to those on the other side; in asymmetrical balance, the sides are
different but still look balanced.
• In radial balance, the elements are arranged around a central point and
may be similar.”
• (J.Paul Getty Trust, 2011)
 Balance

Exhibit 22.Symmetrical(Forma), Assymetrical (Informal) and Radial balance

Examples

Exhibit 23. Example of Balance Principles

 Proximity

• “The principle of proximity is simply the process of ensuring related

design elements are placed together.
• Any unrelated items should be spaced apart.
• Proximity indicates that items are connected or have a relationship to
each other and become one visual unit which helps to organize or give
structure to a layout.”
(Matt Smith, 2017)
Examples
Examples
 Repetition
• In design, Repetition is a style of using the same elements, it is almost
the same of pattern however pattern is the combination of elements in
the design.
• Example, in a design a shape element can be used to repeat a design
while in pattern, the combinations of shapes will be reused to style your
design.
 Examples

Source: (Visual Communication Design, 2013)

Exhibit 25.1. Pattern
Source: David Gareth, 2019
Exhibit 26. Example of Repetition
Design Principles
• Contrast
• Hierarchy
• Alignment
• Balance
• Proximity
• Repetition
What are
your
takeaways
for this
part?
Symmetrical or
Asymmetrical?
Digital Graphics
Technology
 Image Source: (Shelby Tupper, 2019)
Figure 0‑1. Sample Software for Graphic Designing
Examples of Open Source
Software
- Canva
- Gravit Designer
- Pixlr
- Blender
- GIMP
 Lossy Compression Lossless Compression
Restoration A file does not restore or rebuilt in its A file can be restored in its original form.
original form.
Data It eliminates the data which is not It does not eliminate the data which is
Elimination noticeable. not noticeable.

Quality Data’s quality is compromised. Data quality is not compromised

Size Reduces the size of data. Does not reduce the size of data.
Algorithm Algorithms used are: Algorithms used are:
Used Transform coding, Run Length Encoding,
Discrete Cosine Transform, Discrete Lempel-Ziv-Welch, Huffman Coding,
Wavelet Transform, fractal Arithmetic encoding etc.
compression etc.
Uses Used in Images, audio, video. Used in Text, images, sound.
Capacity It has more data-holding capacity. Lesser data holding capacity
Applications JPEG, GUI, MP3, MP4, OGG, H-264, RAW, BMP, PNG, WAV, FLAC, ALAC
What are
your
takeaways
for this
part?