Th e B a s i c s
h i c D e s i g n
of G ra p
A look at the tools and techniques
involved in creating the images that move
and motivate us.
© D. O’Kilen
© D. O’Kilen
© O’Kilen Revised 12/2019
Graphic Design
Let’s define Graphic Design as using graphics, text, color,
and other elements to visually communicate specific messages
and/or to express new ideas to a target audience.
We will look at a variety of design rules and techniques from:
Art Photography Print layout Web design Game design
© Impactbmd.com © edx.org
We are continually bombarded by Graphic Design. From nationwide
advertising campaigns to something as simple as the font on a pizza box,
Graphic Design is all around us. The next two slides look at the various
types of Graphic Design that we encounter in our every day lives.
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Types of Graphics
© vector-conversions.com - Edited
Before we discuss what goes into creating effective and appealing
graphics, we need to take a quick look at the two types of graphics.
Raster (also called bitmap) - An image
composed of a generally rectangular grid of a
large number of small, individual squares of
color information. Often has blurry edges and
lots of gradual color shifts.
© Psu.edu
Vector - An image whose color areas are built
using a mathematical formula to define
beginning and end points and the lines that
connect them. Incorporates solid color changes
© Psu.edu
resulting in clean lines with clear edges.
The following slides take a closer look at the two image types.
3
Types of Graphics
Raster Graphics
Raster Graphics - Color information is stored by coding individual square pixels (tiny
squares on a computer screen are referred to as pixels, printed squares are called dots).
Pros:
• High quality with lots of detail - an image
like the one to the right can have millions
of individual pixels
• Allows for precise color editing
Cons:
• Since information for each pixel is stored
separately, file size can be very large
• Cannot be resized without loss of quality
- Increase an image’s size and the
computer must fill in extra pixels, © KenRockwell.com
decrease its size and the computer • Most common type: Photograph
must delete extra pixels • Most common editor: Adobe Photoshop 4
Types of Graphics
Vector Graphics
Vector Graphics - Uses lines, shapes, polygons, and curves connected by a
mathematical formula to define areas of color. Billboards, posters, and logos are
usually vector graphics.
Pros:
• Images can be increased or
decreased in size with no loss in
quality or resolution
• With less information to store,
files size is smaller than raster
• Individual areas of color can be
edited separately
Cons: © recursos2d.com
• Using areas of color means
images lack small details • Most common type: Logos & Fonts
• Must be created by a graphic artist • Most common editor: Adobe Illustrator
5
The Basics of Graphic Design
Graphic Design incorporates 2 main ideas:
• Elements of Graphic Design - The individual pieces of an image.
• Principles of Graphic Design - The general guidelines for putting the
pieces together in a way that conveys meaning and/or is appealing.
If we imagine that the Elements of Graphic
Design are various ingredients in our kitchen,
then the Principles of Graphic Design would be
the recipe that we follow to create a culinary
© sosyalforum.org
masterpiece. © needpix.com
© www.phillymag.com/foobooz/2019/09/23/kfar-cafe-dinner-rittenhouse
We will look at 9 Elements of Graphic Design, followed by 15 Principles of Graphic Design.
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Elements of Graphic Design
These elements refer to the objects that are combined to create a graphic.
Some or all of the following elements may be used.
1. Color 6. Space
2. Line 7. Texture
3. Shape 8. Type
4. Form 9. Value
5. Scale The following slides offer more
information on each Element.
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Elements of Graphic Design
1. COLOR
White light is made up of all of the
colors of the rainbow (red, orange,
yellow, green, blue, indigo, and violet).
The color of objects around us is
caused by light reflecting off the
object’s surface. We see a red apple
as red because the surface of the
apple reflects ONLY red, absorbing
every other color.
© D. O’Kilen / maxpixel.net
Note that if the surface of an object The term color not only refers to the colors of the
does not reflect light and instead rainbow, but any adjustments to them using the
allows the light to pass through, that properties of color.
object will be transparent (like glass). The next slide covers the 10 properties of color.
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