Introduction to Visual Graphics Design

VISUAL
 Relating to seeing or sight.
 Visual arts are original pictorial, graphic, and sculptural works, which include two-dimensional and
three-dimensional works of fine, graphic, and applied art.
Examples of visual arts works:
• Advertisements, commercial prints, labels
• Drawings, paintings, murals
• Artwork applied to clothing or to other useful articles
• Fabric, floor, and wallcovering designs
• Photographs, photomontages
• Posters
• Sculpture, such as carvings, ceramics, figurines, Marquette's, molds, relief sculptures
• Stained glass designs
• Technical drawings, architectural drawings or plans, blueprints, diagrams, mechanical drawings
• Weaving designs, lace designs, tapestries
Graphic Design
 The term graphic design can refer to a number of artistic and professional disciplines which focus on
visual communication and presentation.
 Various methods are used to create and combine symbols, images and/or words to create a visual
representation of ideas and messages.

When people need to necessarily express something, usually with an aim towards promotion or
information dispensing, the focus becomes how best to do it.
Graphic design was born of art and technology (printing).
What does a Graphic Designer do?
When he gets a graphic design job, be it a poster design, book design, web design, advertising,
he has to start with asking himself the following fundamental questions:
 What is the objective of the communication
 What needs to be said first and then next and then after that? (levels of hierarchy)
 How do you want the eye to flow through the page?
 What is the tone of voice?
 Who are you speaking to?

Fundamental Question 1: Objectives of the communication

What is the information that needs to be passed on?
When the audience reads your book/webpage/ad what’s he supposed to get out of it?
An advertisement and a newspaper have different objectives of communication.
Fundamental Question 2: What needs to be said first and then next and then after that? (hierarchy)
Once you have figured out what the objective of your communication is you’ll want to think
about what needs to be said first and foremost and what it should be followed by.
Fundamental Question 3: How do you want the user’s eye to move around the page?
The hierarchy mentioned above, along with elements like color, contrast, size etc, will
automatically make your viewers eyes go through the page in a certain way. This can be manipulated as
per your intention.
Fundamental Question 4: Who are you speaking to?
You have to be very sure about this as different people need to be spoken to differently, just the
way it is in real life.
Fundamental Question 5: What is the tone of voice?
Only once you have got the above figured out can you think about the more external elements of
your piece of work.
The solutions to these questions are tackled using the graphic designer’s tool kit.
Broadly speaking, the following tools are available to him to solve the a fore mentioned issues:
Point Size
Line Typography
Form Color
Pattern Space
Texture Image
Point
A point is the fundamental particle of graphic design.
The Line
Line is any mark connecting two points.
The Shape
Anything that has a width and a height is a shape.
Pattern
Our tendency to make meaning an order will find a pattern in things.
Texture
Texture is the look or feel of a surface. You can add richness and dimension to your layouts with
texture. Visual texture creates an illusion of texture on a printed publication or web page.
Texture can create mood and personality
Provoke emotion
Space
Space is the distance or area between or around things.
Space separates or unifies, highlights, and gives the eye a visual rest.
Size
Size is how large or small something is.
Size is very important in making a layout functional, attractive, and organized.
It shows what is most important, attracts attention, and helps to fit the layout together.
Type
Typography is one of the most important tools for a graphic designer.
Typography can take you back to a different time, set a mood, set a tone of voice, organize pages, create
unity between objects etc.
Color
Color in layouts can convey moods, create images, attract attention, and identify objects.
When selecting colors for a publication or a web page, think about what you want the color to do and
what is appropriate for your purpose.
Image
Image is an essential part of graphic design.
Images can be of basically three kinds; Photographs, Illustration and paintings.
Images can be interpreted in many ways and cultural differences should be kept in mind when ‘reading’
an image.
History of graphics design?

15,000 - 10,000 BC
The first known visual connection with photographs and symbols in the Lascaus caves in the
southern france.
3600 BC
The blau monument, the oldest artifact known to combine words and pictures ever. These are a
pair of inscribed stone objects from Mesopotamia now in the British Museum
105 AD
Chinese government official Tsiai Lun or Cai Lun credited in inventing paper.
1045 AD
Pi Sheng invents movable type, allowing for characters to be individually placed for printing
1276
Printing arrives in Europe with a paper mill in Fabriano, Italy
1450
Johann Gensfleisch zum Gutenburg credited with perfecting the system for printing type in books.
1460
Alberecht Pfister was the first to add illustration to a printed book.
1470
Nicholas Jenson, considered one of the history’s greatest typeface designer created the new standard font
for roman type.
1760
Industrial revolution begins, setting the stage for advances in graphic design.
1816
First sans serif font makes a subtle entrance as one line of a book. A beginning to one of the most
popular fonts.
1880
Development of halftone screen allows for first photo printed with a full range of skills.
1901
Frank Lloyd Wright - "The Art and Craft of the Machine" basic principles of modern industrial design;
future designers create prototypes for machine production.
1910
AEG (German General Electric). This is the beginning of 'corporate image.
1916
Dada movement. George Grosz, Hannah Hoch, Kurt Schwitters, Marx, Ernst, Marcel Duchamp, Andre
Breton, Hans Arp.
Dada was an art movement formed during the First World War in Zurich in negative reaction to the
horrors and folly of the war. The art, poetry and performance produced by dada artists is often satirical
and nonsensical in nature.
1917
The art movement called De Stiji, Dutch for “The style” was on the rise.
De stiji movement embraced an abstract, pared-down aesthetic centered in basic visual elements such as
geometric forms and primary colours. Led by painters Theo van Doesburg and Piet Mondrian.
1919
The Bauhaus, a German school is founded, eventually providing the framework for modern design.
Most influencial modernist art school of the 20 th century, one whose approach to teaching, and
understanding art’s relationship to society and technology, had a major impact both in Europe and the
United States long after it closed.
1919
Constructivism movement originated in Russia. El Lissitzky, Alexander Rodchenko, Vladimir Taltin,
Naum Gabo.
Constructivism was an artistic and architectural philosophy that originated in Russia beggining 1919 by
Vladimir Tatlin. This was a rejection of the idea of autonamous art. He wanted to “construct” art.
The term “construction art” was first coined by Kasmir Malevich in reference to the work of Aleksander
Rodchenko. Graphic Design in the constructivism movement ranged from the production of product
packaging to logos, posters, book covers and advertisements.
1932
Stanley Morison oversees design of Times New Roman font, commissioned by the Times of London.
Times New Roman is serif typeface commissioned by the British newspaper The Times in 1931, created
by Victor Lardent. It was commissioned after Stanley Morison of the English branch of printing
equipment company Monotype criticized the Times for being badly printed and typographically
antiquated.
1932
Stanley Morrison oversees design of Times New Roman font commissioned by the Times of London.
1947
Swiss design: Armin Hofmann, Emil Ruder. Use of sans-serif typography, grids and asymmetrical
layouts. Combination of typography and photography as a means of visual communication. The primary
influencial works were developed as posters, which were seen to be the most effective means of
communication.
1950
The New York School: Paul Rand, Alexey Brodovich, Henry Wolf, Herb Luvalin, George Lois.
The term New York School usually refers to both the younger Abstract Expressionists sometimes also
known as 2nd generation Abstract Expressionists and artists directly influenced by this movement
1956
Paul Rand designs IBM logo using City Medium typeface.
1957
Max Miedinger designs Neue Haas Grotesk font, later renamed Helvetica.
Max Miedinger was a Swiss typeface designer. He was famous for creating the Neue Haas Grotesk
typeface in 1957 which was renamed Helvetica in 1960. Marketed as a symbol of cutting-edge Swiss
technology, Helvetica went global at once.
Between 1926 and 1930 Miedinger trained as a typesetter in Zürich, after which he attended evening
classes at the Kunstgewerbeschule in Zürich.
1960
Pop art; Pentagram design: Colin Forbes, Theo Corsby: Scandinavian Designer: Alvar Aalto.
1969
Douglas Engelbart develops first computer mouse, setting the stage for the future tool of graphic design.
1990
Photoshop version one is released

Graphic designer job description and salary

Job description

 Graphic designers use color, illustrations, fonts, and layout to visually communicate a message or
present a product.
 They design logos, product packaging, print materials, and websites, among many other things.
 Graphic designers are found in a variety of industries and in different capacities.
 For instance, a designer might be employed as in-house staff for a company to work on promotional
materials for the organization, or a designer might work for a design agency with many clients and
projects.
 Newspapers, advertising firms, technology-oriented companies, and other organizations commonly
employ designers.
 Additionally, many graphic designers are self-employed, working as independent contractors on a per-
project basis.
 Most work in an office environment in front of a computer, though some work primarily by hand at a
drafting table.
  Because graphic design often is deadline-driven, designers frequently work long hours.

 Most graphic designers specialize in one or two areas, such as print, web design, poster design, or
corporate identity.
 Graphic designers are not always required to have completed any specific education, though it is
common for designers to hold degrees from an art school or other undergraduate institution.
 They must have knowledge of design elements, such as color, typography, and composition, as well as
the artistic sensibility to effectively use these elements.
 Graphic designers need excellent communication skills and be able to effectively present ideas visually
and verbally to internal stakeholders, clients, and intended audiences.
 Since most graphic design is created using software such as Adobe Illustrator, Photoshop and InDesign,
graphic designers must possess technical skills.
Popular skills for graphic designer

Expected Salary As of August 2020

Employment opportunities
Opportunities for graphic designers exist in advertising agencies, design studios, printing and
publishing companies and the packaging industry. Lecturing posts in the universities and institutions is
another option that may be considered. Graphic Designers can work independently as freelance artists.
Industries served
Graphic Designers may be employed in the following industries: Manufacturing; Construction;
Wholesale and Retail Trade, Repair of Motor Vehicles, Motorcycles and Personal and Household Goods;
Transport, Storage and Communication; Real Estate, Renting and Business Activities; and Other
Community, Social and Personal Service Activities.
Prospects for career advancement
There are many different types of graphic design. While all visual communicators solve the
problem of reaching the target audience by taking an idea (message) and putting it in a visual form,
Designers may pursue any of the following specialized areas:
 Brand and Identity design
 Brand Experience
 Informational design
 Promotional and Advertising design
 Publication design
 Type and letter design specialty
 However, most of the Graphic Designers’ work as a freelance or per project.
Nature of work
Graphic Designers develop individualistic and recognizable identities for products, services,
organizations or ideas. They attempt to transmit specific messages by means of appropriate visual
material. These messages may be aimed at projecting a certain image of an organization, transmitting
information or promoting a service or product. They are concerned with advertising, packaging,
publishing, magazine layout, corporate identity, etc. They are also involved in the production of film and
television advertisements as well as the design of book covers, calendars, labels, wrappers, letterheads
and trademarks.

tasks

 Meet with clients and clearly understands what they are requesting, what the final project would look
like;
 Create and develop new and unique ideas to represent an idea;
 Use various computer programs to generate final projects for client's approval;
 Modifiy, revise and edit projects as required by the client; and
 Stay within timelines and deadlines for completion dates for projects.

color
• Color immediately attracts attention. It is one of the first things we see.
• Very young children will group objects by color instead of size or shape. 􏰀
• An interior designer may use rose -red walls to increase emotional warmth or use blue walls in a daycare to
encourage calm. 􏰀
• Bright Yellow and Magenta may make an poster more eye -catching with contrast.
• Color is a very complex but powerful Element of Art & Design
Color theory
• Color theory is the art and science of color interaction and effects. 􏰀
• In The Art of Color, Johannes Itten lists the following approaches to color theory. 􏰀
• Physics 􏰀
• Chemistry 􏰀 • Physiology 􏰀 • Psychology
Color theories create a logical structure for color. For example, if we have an assortment of fruits land
vegetables, we can organize them by color and place them on a circle that shows the colors in relation to each
other.
Johannes itten
• Johannes Itten was one of the first people to define and identify strategies for successful color combinations.
• Through his research he devised seven methodologies for coordinating colors utilizing the hue's contrasting
properties.
• These contrasts add other variations with respect to the intensity of the respective hues; i.e. contrasts may be
obtained due to light, moderate, or dark value.
APPROACHES TO COLOR THEORY
• The physicist studies electromagnetic wavelength in order to measure and classify color. 􏰀
• The chemist works with the molecular structure of dyes and pigments, and seeks to produced highly
permanent colors and excellent paint consistency.
• The physiologist investigates the effects of color and light on our eyes and brain 􏰀
• The psychologist studies the expressive effect of color on our mind and spirit.
Artist application of color
• The artist needs to take all of the approaches into consideration when using color. 􏰀
• Like the physicist, the artist uses color wavelengths to create various effects
• Like the chemist, the artist must be aware of the safety an permanence of dyes and pigments. 􏰀
• When using color to create the illusion of space, the artist puts into practice theories developed by
physiologist.
• Communication and Expression are strongly affected by the psychological effects of color
Color systems
• The two major color systems we use are: 􏰀 • Additive Colors (RGB) 􏰀
Created using beams of light 􏰀 • Subtractive colors (RYB) 􏰀
Created when white light is reflected off a pigmented or dyed surface

Additive colors - rgb

• The primaries of Additive Color are Red, Green, and Blue. 􏰀 • Green + Blue = Cyan 􏰀
• Red + Green = Yellow 􏰀
• Blue + Red = Magenta 􏰀
• Red + Green + Blue = White 􏰀
• The colors you see on a computer, television screen, and projection are created by light. 􏰀
• Used by Lighting Designers, Videographers, and Website Artists.

Subtractive colors - cmy

• Process colors are a subtractive color system that we use in print media.
• The Primaries of Process colors are Cyan (Blue), Magenta (Red), Yellow, and Black 􏰀
• The process color system is typically used for mass production. 􏰀
• Each color is laid down on the paper through a separate roller. 􏰀
• The final image is created as the colors overlap.

Color interaction
• Color interaction is the way colors influence one another. 􏰀
• Colors are never seen in isolation.
• Depending on the associations we have with a color, lighting, and the surrounding colors, our perception of the
color is affected. 􏰀
• A blue sheet of paper may remind us of the sky or the ocean. 􏰀 Incandescent lighting may create a warm
orange glow. 􏰀
• A blue sheet of Paper next to an orange sheet seem more vivid. 􏰀 Simultaneous contrast refers to how the
perception of a color is altered by a surrounding color.
Defining colors
Color theory
• Color theory encompasses a multitude of definitions, concepts and design applications - enough to fill several
encyclopedias. However, there are three basic categories of color theory that are logical and useful : The color
wheel, color harmony, and the context of how colors are used.
Color wheel
• A color circle, based on red, yellow and blue, is traditional in the field of art.
• Sir Isaac Newton developed the first circular diagram of colors in 1666.
• Since then, scientists and artists have studied and designed numerous variations of this concept. Differences of
opinion about the validity of one format over another continue to provoke debate. In reality, any color circle or
color wheel which presents a logically arranged sequence of pure hues has merit.
Primary Colors-Red, yellow and blue
In traditional color theory (used in paint and pigments), primary colors are the 3 pigment colors that cannot be
mixed or formed by any combination of other colors. All other colors are derived from these 3 hues.
Secondary Colors: • Green, orange and purple
• They are created by mixing two primary colors
Tertiary Colors
• Yellow-orange, red-orange, red-purple, blue-purple, blue-green & yellow-green
• These are the colors formed by mixing a primary and a secondary color. That's why the hue is a two word
name, such as blue-green, red-violet, and yellow-orange.

Color theory Value, intensity, harmony

12-step itten color wheel
Primaries (inner triangle)
Secondary (out triangles)
Tertiaries are located between the Primaries and Secondaries on the wheel.

Color combinations
• So, now that you know how colors are made, you can understand how the color combinations on the color
wheel model work
• Understanding the principles of color combinations will help you to choose combinations that work well
together, set the right mood, and create the right amount of contrast within your design work.
 Color value
• relative lightness and darkness of a color
• Tint
• Tone • Shade

tint
•A tint of a color is when you take a color, such as red in the example and add white to it
shade
• A shade is a hue that has black added to it. You can create aonochromatic/unified color scheme buy using tints
and shades of the same hue.
tone
•A tone is a hue that has gray added to it.
Color intensity
• Intensity (also referred to as saturation or chroma) refers to the degree
of purity of a color.
• A highly intense color is bright and a low-intensity color is more neutral or muted.
• Colors are at their purist when they are straight out of the tube, not mixed with another color.
• As soon as you mix in another color, you have lowered the intensity of both colors mixed.
• 􏰀The intensity of the color will decline as more colors are mixed.
• 􏰀The primary colors are the usually the most intense.
• 􏰀Mixing opposite colors will make a color more dull.
• 􏰀High intensity colors are used to maximize impact and are best used when combined with low-intensity
colors
Color temperature
• Color temperature is the heat a color generates, physically and psychologically 􏰀
• Usually divided into Warm colors and Cool colors. 􏰀 • Warm Colors – Red-Violet, Red, Orange, Yellow 􏰀
• Cool Colors –Green, Blue, Purple 􏰀
• Value – relative lightness and darkness of a color

Warm colors
• Warm colors create a sense of warmth and heat in an image or a
design.
• When you see warm colors, you think of the sun, heat, fire, and love (passion).
• Red is the color of blood, which is warm, and orange and yellow go along with summer.
• Adding an orange photo filter to an image instantly makes it look warmer and happier.

Cool colors
• Cool colors carry connotations of cool climates, winter, death,
sadness, ice, night, and water.
• Cool colors can be associated with calmness, tranquility, trust, cleanliness.
• Purple is associated with royalty, because they are supposed to be reserved.

Color harmony
• Harmony can be defined as a pleasing arrangement of parts, whether it be music, poetry, color, or even an ice
cream sundae.
• In visual experiences, harmony is something that is pleasing to the
eye.
• It engages the viewer and it creates an inner sense of order, a balance in the visual experience.
• When something is not harmonious, it's either boring or chaotic.
• At one extreme is a visual experience that is so bland that the viewer
is not engaged.
• The human brain will reject under-stimulating information.
• At the other extreme is a visual experience that is so overdone, so chaotic that the viewer can't stand to look at
it.
• The human brain rejects what it cannot organize, what it cannot understand.
• The visual task requires that we present a logical structure. Color harmony delivers visual interest and a sense
of order.

color harmony - Complementary color scheme

• Colors that are opposite each other on the color wheel are considered to be complementary colors (example:
red and green).
• The high contrast of complementary colors creates a vibrant look especially when used at full saturation. This
color scheme must be managed well so it is not jarring.
• Complementary colors are tricky to use in large doses, but work well when you want something to stand out.
• Complementary colors are really bad for text.
color harmony - Analogous color scheme
• Analogous color schemes use colors that are next to each other on the color wheel. They usually match well
and create serene and comfortable designs.
• Analogous color schemes are often found in nature and are harmonious and pleasing to the eye.
• Make sure you have enough contrast when choosing an analogous color scheme.
• Choose one color to dominate, a second to support. The third color is used (along with black, white or gray) as
an accent.
color harmony – triadic color scheme
• A triadic color scheme uses colors that are evenly spaced around the
color wheel.
• Triadic color harmonies tend to be quite vibrant, even if you use pale or unsaturated versions of your hues.
• To use a triadic harmony successfully, the colors should be carefully balanced - let one color dominate and use
the two others for accent.
color harmony – Split-Complementary color scheme
• The split-complementary color scheme is a variation of the complementary color scheme. In addition to the
base color, it uses the two colors adjacent to its complement.
• This color scheme has the same strong visual contrast as the complementary color scheme, but has less
tension.
• The split-complimentary color scheme is often a good choice for beginners, because it is difficult to mess up.
color harmony – tetradic color scheme
• The rectangle or tetradic color scheme uses four colors arranged into two complementary pairs.
• This rich color scheme offers plenty of possibilities for variation.
• The tetradic color scheme works best if you let one color be dominant.
• You should also pay attention to the balance between warm and cool colors in your design.
color harmony – square color scheme
• The square color scheme is similar to the rectangle, but with all four colors spaced evenly around the color
circle.
• The square color scheme works best if you let one color be dominant.
• You should also pay attention to the balance between warm and cool colors in your design.