Introduction to Graphic DesignMovement, Balance, Unity, Contrast,Emphasis, Line, and Colour

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Graphic Design Elements

Graphic design elements are thebuilding blocks of graphics. Line

Colour

Shape

Texture

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Lines

Lines can bestraight or curved.

How are lines usedin the compositionon this slide?

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Colour Definitions

Hue is another word for colour.

Chroma is the intensity or purity of colour.

Tint is a colour mixed with white.

Tone is a colour mixed with grey.

Shade is a colour mixed with black.

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Colour and Contrast

Using colour can enhanceor detract from acomposition.www.lighthouse.org/color_contrast.htm

Colour wheels helpdetermine which coloursare in greatest contrast.

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Colour Wheels

Analogous colours areadjacent to each otheron the colour wheel.

Complementary coloursare opposite each otheron the colour wheel.

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Colour in Design

Use colour to label or show hierarchy.

Use colour to represent or imitatereality.

Use colour to unify, separate, oremphasise.

Use colour to decorate.

Use colour consistently.

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Shapes

Shapes areenclosed objectsthat can be createdby line or created bycolour and valuechanges that definetheir edges.

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Texture

Texture is the surface look of an objectcreated by varying dark and light areas.

Roughness

Smoothness

Depth

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Graphic Design Principles

Graphic design principles are ways inwhich elements are used together. Movement

Balance

Emphasis

Unity

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Movement

Movement is the use of lines, colour, andrepetition to create the illusion of motion. Curved forms or lines

Repetition of geometric forms

Fuzzy lines or outlines

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Lines

Lines can indicatemotion or direction.

How are lines usedin the compositionon this slide?

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Balance

Balance is the act of comparing orestimating two things, one against theother, and the contrast between: Empty space (white space) and filled space

Text and images

Colour and no colours and different colours

Textures against flat colours

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Balance in Composition

There are three different types ofbalance when using colour, shape, andposition: Symmetry

Asymmetry

Radial symmetry

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Symmetrical or Formal Balance

You can usually identify at least one ofthree lines of symmetry. Horizontal

Vertical

Diagonal

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Symmetrical Balance

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Examples of Symmetrical Balance

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Examples of Asymmetrical Balance

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Examples of Radial Balance

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Unity

Unity: The correctbalance ofcomposition orcolour thatproduces aharmonious effect.

What is the focus ofthe message?

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Emphasis

Emphasis: Toexpress withparticular stress orforce.

What message isstressed here?

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Summary

The basis of good graphic design is useof design elements and their thoughtfulapplication in the form of designprinciples.

Clearly identify what you are trying toaccomplish — use design to conveyyour message.

Brainstorm alternatives.