Introduction to Graphic Design

MCJ 312 GRAPHIC DESIGNLijie Zhou

What is graphic design?Traditionally: Problem solving on a flat, two-dimensional surface.

Today: Based on 3-D, 4-D applications (Package, Web, multimedia design)

Problem: Expression with financial, physical, and psychological limitations.

*Visual communication process (Arntson, 2012):

Using visual elements (photo, illustration, words..)

Communicating between designer and viewer

Ronald J. Cala II, “Hope For Peace”, 2007

www.planetpropaganda.com

Hollywood & HighlandBy SP&CO

Environmental graphic design

Multimedia Graphic Design

Motion Graphic Design

As a graphic designer…Information architect

Visual researcher

Artist

Photographer, illustrator, copywriter, business person … (maybe not)

Design studios (independent business):

By Matt Zumbo studio

In-house design (hospitals, banks, newspapers, publishing house, universities, museums, churches)

Printing companies

Advertising agencies

Freelance maximum amount of freedom needs business related skills

New media (iBook, eMagazine : motion graphic designer, multimedia graphic designer)

The design processStep 1: Research Who is the audience? What constraints are there in format, budget, and time? What is the goal of the project? Gather all the related materials (website, interview, annual report…) Building your visual vocabulary: Studying design annuals, periodicals and website (e.g., AIGA: http://www.aiga.org; Creative Cloud Community).

Searching for as many creative solutions as possible. Word-association list Prose & Poetry Logical & Intuitive

The design processStage 2: Thumbnails

Visual evidence of thinking and solutionsSmallFastNot detailed

The design processStage 3: Roughs

Testing the best thumbnail on a full size conditionWorking on more details

Stage 4: ComprehensivesApproving by clientMaking changes according to client

Stage 5: PresentationExplaining your final design work to client or art directorMaking final changes

The design processStage 6: Ready for press

Adobe Id (we will learn these later): Covert color system (RGB-CMYK), Preflighting files (No missing links), Packaging files (original files and links for printing house)Creating an Adobe PDF proof.

Printer selection, Paper selection