Principles of Graphic

Design Workshop
Wharton Asia Exchange
October 20
th
, 2013


Overview
1. Basic Design Principles
2. Photoshop Basics
3. How to Design Effectively
4. Application
I. Basic Design
Principles

Basic Colour Theory
Basic Colour Theory
Primary colours
Secondary colours
Tertiary colours
Choosing your colours
eyedrop from your club
colours
Extract colours from a picture
theme of your design
green for environmental

Resources
colourlovers.com
Adobe Kuler
Typography
My favourite thing about design
Basics
typography is everywhere!
overall theme, tone, and message
gives composition character, pace, and style
legibility
greater insight into subject/message of design
Two basic types
Serif Sans-serif
Leading
Recommendation: 120% leading
Tracking
Alignment
Some considerations
Information hierarchy
selecting typefaces that support the theme
Please stay away from:
Comic Sans
Papyrus
Impact
unless youre trying to be ironic or something
Raster vs. Vector
Raster
Photoshop
made up of pixels
cannot be scaled up
too much
Photoshop is getting
better at preserving
quality
Vector
Illustrator
wont lose detail when
scaling
II. Photoshop Basics
Starting a Document
File > New
300dpi always
RGB for web/online
CMYK for print
Selection Tools
Marquee (M)
Lasso (L)
Magic Wand (W)
Masking
----
Ctrl + D -> Deselects
Ctrl + shift + I -> Inverse
Selection
Ctrl + layer preview -> selects
border of that layer
Move tool
This is the tool I default to
Image & Canvas Size

Image & Canvas Size

Layers
Layer options
Opacity/Fill
Linking layers
Locking layers
Name your layers!
Group your layers
New layer and Delete layer
Multiply
Edit > Transform
Ctrl + T

Press Shift when youre
dragging the corners to
preserve the proportions
of the image

Blending Options
Pen tool (Vector)
takes a while to to master
good for tracing
complicated outlines
good for straight lines
most vector-based stuff
should be done in Illustrator
Colour tools
Filters
Notable uses:
Gaussian Blur for blurring
backgrounds
Liquify (for retouching
pictures, less for graphic
design)
Gradient/Bucket Tool
Bucket Tool
fill large swaths of area with
a colour
call fill with pattern/texture
as well
Gradient
radial
straight
can adjust colours and
transparency
Text
Character Panel Paragraph Panel
Character Panel in depth
quick aside: ligatures in text
III. Effective Design
What makes a poster effective?
What makes a poster effective?
colour
something attention grabbing
effective (not distracting) typography
not too cluttered
content!
Dont clutter your poster
Title
Subtitle
Date, time, location
short blurb of details
THATS IT. NOBODY HAS TIME TO READ
ANY MORE
What do you do with the rest
of that space then?
Pictures
White space
Typography
Graphic design elements
PLEASE. NO CLIP ART. CLIP ART IS BANNED.
please dont be that person
Dos
Keep text minimal and legible
Have an attention-grabbing title
Keep in mind the purpose and context of poster
Imbed your personality into the poster
Donts
Put too many elements into one poster
Clutter with too much information
Use too many fonts
Limit is 3-4
Have a title font, body font, and accent font. Thats it.
Let me re-iterate:
do not use Comic Sans, Papyrus, or Impact unless
youre trying to be funny and ironic

Some more
good examples
IV. Now its your turn
wooo funnnnnn
Heres your copy
Spring Trip 2014
Seoul, South Korea
Information sessions: November
14
th
, 2013; November 17
th
, 2013
JMHH G88
Companies: Goldman Sachs,
Samsung, LG, AmorePacific,
Hyundai