Elements of Graphic Design

mood gives impact to people. it make the design memorable and therefore is important for advertising.

Stuff= elements of design
Rules= principles of design.

The design components or content of the design. they can be tangible or work to embellish and define the tangible.

1. Point: marks a position in space, everything in made up of points.
2. Line: a connection or path of two points, can hold information( financial graph)
3.Plane: flat surface with a width and height, shapes are planes with edges.

1.Physical elements: physically defined presence ( the tangible stuff)
2. Conditional elements: are used to define the physical( that SHAPE is YELLOW)
Physical:
-point
-line
-plane/shape
-space
-texture
-type
Conditional:
- colour
-value
-size
-volume

geometrically a pint is a pair of x and y coordinates, has no mass. Graphically a point is a don't that forms a visible mark. Many printing process break images down into dots. Points can be used to make a statement or just melt into the background matter.

Infinite series of points. line has a width and length, but no depth. it connects points and/or creates path.

LIne direction can convey mood:
1. horizontal=calm
2.vertical=some movement
3. diagonal=lots of movement.

lines used to follow the edges of forms

Drawings which seen to depict more movement than actual outline

Crosshatching ,creates areas of value and give an illusion of 3D

a flat (2D) surface extending into width and height (line with breadth)

Enclosed object created by lines, or by colour and value changes which define its edges.

there is positive and negative space. the positive space is the foreground, placed by the artist. the negative space is the background surrounding the positive

Is the surface quality of an object. Tactical impressions on a 2D picture. when looking at texture there is the physical which is relating to the substrate and there is the virtual which is the optical representation. textures can be in harmony(uniform) or in contrast to each other.

because humans like to touch things which make the design or image stand out

Physical type is unique because it consists of other graphic elements ( lines, space, etc.) but also carries meaning. Type can liven the the message by adding new treatment (movement).

The science of colour states; colour occurs when light in different wave lengths strikes our eyes.
The Psychology of colour states: colour carries meaning and conveys an attitude .

Colour must have a meaning behind its use.

Value refers to the relative lightness or darkness of a certain area. Value creates 3D illusion of depth. adding value is not easily done.

Volume is the space held by the 3D object. Volume is less applicable to print design.


Note: 2D > width and height
3D > Volume and mass

Size is scale and proportion that are externally imposed.( CD package, billboard, magazine, product package)

note: Hight quality products in small sizes are " precious" , we are willing to pay more the the "pretty" package.