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    Module 1 - IMAGING AND DESIGN FOR SOCIAL IMPACT

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    hidielyn gammad

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    © All Rights Reserved
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    Module 1 - IMAGING AND DESIGN FOR SOCIAL IMPACT

    Uploaded by

    hidielyn gammad
    18 views43 pages

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    © © All Rights Reserved

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    PDF, TXT or read online from Scribd

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    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    18 views43 pages

    Module 1 - IMAGING AND DESIGN FOR SOCIAL IMPACT

    Uploaded by

    hidielyn gammad

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 43

    IMAGING AND

    DESIGN FOR
    SOCIAL IMPACT
    Graphic Design Fundamentals

    a process in which we use typography, images, colors,


    icons, and other illustrations to communicate visually.
    William Addison Dwiggins
    1992 as he called himself a
    “graphic designer”.
    THE BASIC ELEMENTS OF GRAPHIC DESIGN

    ▪ Lines
    ▪ Shapes
    ▪ Form
    ▪ Texture
    ▪ Balance
    1. LINE
    - A line is a kind of shape that connects two or more
    points. It is also considered as one of the essential
    elements of graphic design.
    - Lines can be thick, thin, curved, or jagged.
    2. SHAPE
    - A shape is a two-dimensional external boundary
    of an object. Any object outline that has height and
    width can be considered as a shape. Together with
    lines, they form the foundation of your design.
    There are two (2) major categories of shapes
    in design:
    Geometric – these are regular and
    mathematical shapes.
    Organic – these are freeform shapes.
    Shapes can be used in organizing or dividing
    contents, create illustrations, and in adding
    interest to one’s work/design.
    3. Form

    A form is a three-dimensional shape.


    - Shadows, perspective, depth, and sometimes
    texture create a form.
    Plain images/objects and flat designs can be
    enhanced by adding shadows or lighting to
    create an illusion of a form.
    4.Texture
    Texture refers to the physical quality of the
    surface of an object in an artwork or design.
    It also refers to how an object looks or feels.
    An object might be smooth, rough, shiny, hard,
    or soft.

    It can be in 3D (real texture) or 2D (visual


    texture).
    Texture adds depth and visual interest to the
    flat images or objects.
    Texture can be used for:
    Establishing visual value or a focal point in
    an artwork.
    Having contrast within a design
    Making an artwork visually balanced.
    5. Balance
    Visual balance is the creation of visual
    equilibrium by relating elements such
    as line, shape, color, space or form in
    terms of their visual weight.
    A. Symmetrical balance.
    From the name itself, symmetrical balance,
    which includes radial symmetry is when both
    sides of a piece are equal.
    - If you fold your artwork or piece into two
    or if you put an imaginary line between your
    artwork, each half is identical or visually like
    the other half.
    2. ASYMMETRICAL BALANCE.
    Both sides of your composition do not
    contain the same elements but contain almost
    the same visual weight.
    BRANDING AND
    IDENTITY
    BRANDING AND IDENTITY

    The visual
    This is what people
    representation of a
    think about you.
    brand
    (company, products
    (logo, typeface or
    or service)
    color combination)
    ❑ Seven Steps
    1. Establish clear purpose and positioning.
    Recall why you or your company exists,
    your target audience, and what makes
    you or your service unique from your
    competitors.
    2. Conduct thorough market research.
    Having a deep analysis on your target
    audience on what their personalities are
    which will lead you to the next step.
    ❑ Seven Steps
    3. Get a personality. Based on your
    research, determine your brand’s
    personality.
    4. Create a polished logo. In creating your
    logo, it should be simple, scalable, and
    memorable.
    ❑ Seven Steps
    5. Create an attractive color palette.
    Your color palette should be simple and
    contain one to three primary colors.
    6. Select professional typography.
    7. Choose on-brand supporting graphics.
    Your brand identity should have a visual
    library that include icons,
    images/photographs, design assets, and
    other supporting graphics.
    ❑ Seven Steps
    Select professional typography.
    a. Do not make it fancy.
    b. Don’t mix fonts/typefaces.
    c. Mix contrasting fonts/typefaces.
    LAYOUT AND
    COMPOSITION
    LAYOUT AND COMPOSITION

    building blocks of design.


    - These two focus on the arrangement of
    your objects or elements in your design.
    LAY OUT VS. LAYOUT
    to arrange something

    how things are organized


    There are five basic principles of
    layout and composition:
    1. Proximity
    2. White Space
    3. Alignment
    4. Contrast
    5. Repetition
    1. PROXIMITY
    - Proximity is the process of placing related
    elements together.
    - Elements that are not related to that group
    should be separated to show that these
    elements are not related to that group.
    2. WHITE SPACE
    - not the white space that you find in the
    design but rather the negative space between
    lines, paragraphs, and elements of the design.
    - In his article Importance in White Space in
    Design, Pratik Hedge described white space
    as:
    “White Space in design composition is the same as the
    use of Silence in a musical composition. Without
    proportionate use of Silence, music is unstructured;
    some may call it noise. Similarly, without White Space,
    design is unstructured and difficult to consume.”
    HERE ARE TWO TYPES OF WHITE
    SPACE:
    Micro white space.
    - Mini spaces between paragraphs, lines,
    menu items, or other elements in a design
    composition.
    Macro white space.
    - Large spaces between contents and
    elements.
    Hedge (2017) listed some of the
    importance of white space in design.
    A. Improved comprehension.
    - Spaces between lines in a paragraph make
    the content legible and easily scannable to
    the readers/viewers.
    B. Focus and attention.
    - Macro white spaces help guide the
    viewers to the focus area in the design.
    C. Increased interaction rate.
    - if used wisely, white space in design helps
    the viewer to get the message quickly even
    without looking at the instructions.
    D. Guide the user through local
    grouping. White space helps you to achieve
    the proximity of your design.

    E. Branding and Design Tone.


    - Let us look back at the steps of brand
    identity design, the way how are you going
    to apply white spaces in your design helps
    you create your own brand’s personality.
    F. Creates a breathing space for users.
    - Having enough white space makes your eyes
    rest, helps you breathe, and not be
    overwhelmed with information.
    3. ALIGNMENT
    - Alignment helps designers to organize
    different elements in their composition.
    - Effective use of alignment gives your
    composition a definitive structure and a
    creative balance. Alignment may be left,
    centered, right, or justified.
    4. CONTRAST
    - Contrast means one element is opposite
    to the other element. This does not only
    apply to colors, but to typeface and size of
    elements as well.
    5. REPETITION
    - simply means to use the same typefaces,
    color palettes, or other elements to achieve
    consistency in your composition.
    - This creates unity in your composition or
    make your projects connected.

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