Illustrations/ Graphic Type

arts
Designers use s Maps
various graphical Timeline
arts primarily to Steps
Flowchart
present information
Visual
and data using Article
diagrams, graphs, Data
tables, maps, lists visualization
etc. Pie Charts
Tables

Graphical Arts
LAYOUT
 MAST HEAD

Promo
Box

Stand Alone
Photograph
Side Bar

Headlines

Kicker

Factoids

Subheads
Jump
4
Quadran
ts

quadrants
quadrants
Graphic design elements are
the building blocks of graphics.
Space
Line
Color
Shape
Texture

DESIG
ELEMENT
1. Space refers to the distances or
areas around, between or within
components of a piece.
Positive and Negative space.
Positive space refers to the space of
a shape representing the subject
matter.
Negative space refers to the space
around and between the subject
matter.
DESIG
ELEMENT
2. LINE
A mark made by a moving point that has
length and direction. Often it defines a
space, and may create an outline or
contour, define a silhouette; create
patterns, or movement, and the illusion
of mass or volume.

DESIG
ELEMENT
3. COLOUR
Color is seen either by the way light
reflects off a surface, or in colored light
sources. Color and particularly
contrasting color is also used to draw
the attention to a particular part of the
design.
Use color to label or show hierarchy.
Use color to represent or imitate reality.
Use color to unify, separate, or emphasize.
Use color to decorate.
Use color consistently.
DESIG
ELEMENT
Characteristics
Hue is another word for color.
Chroma is the intensity or purity of
color.
Tint is a color mixed with white.
Tone is a color mixed with gray.
Shade is a color mixed with black.

DESIG
ELEMENT
DESIG
ELEMENT
DESIG
ELEMENT
DESIG
ELEMENT
4. SHAPE
Shapes are enclosed objects that can be
created by line or created by color and
value changes that define their edges.
Forms- When shapes encompasses
mass and volume

DESIG
ELEMENT
5. TEXTURE
Texture is the surface look of an
object created by varying dark and
light areas.
Roughness
Smoothness
Depth

DESIG
ELEMENT
Principles of Design
Unity/harmony
Balance
Emphasis/ Dominance
Movement
Proportion

DESIG
PRINCIPL
 Unity/
Harmony
The concept of unity describes the relationship
between the individual parts and the whole of a
composition.

Unity is a concept that stems from some of the

Gestalt theories of visual perception and
psychology, specifically those dealing with how
the human brain organizes visual information
into categories, or groups.

To bring visual and conceptual harmony

DESIG
PRINCIPL
Balance
Balance is an equilibrium that results from looking
at layout and judging them against our ideas of
physical structure (such as mass, gravity)

It is the arrangement of the objects in a given

composition as it relates to their visual weight
within a composition.

DESIG
PRINCIPL
Dominance
Dominance relates to varying degrees of emphasis in a
layout.

There are three stages of dominance, each relating to the

weight of a particular object within a composition.

Dominant: The object given the most visual weight, the

element of primary emphasis that advances to the
foreground in the composition.
Sub-dominant: The element of secondary emphasis, the
elements in the middle ground of the composition.
Subordinate: The object given the least visual weight

DESIG
PRINCIPL
Rhythm/
Movement
Rhythm is the repetition or alternation of elements, often
with defined intervals between them. Rhythm can create
a sense of movement, and can establish pattern and
texture. There are many different kinds of rhythm, often
defined by the feeling it evokes when looking at it.

Regular: A regular rhythm occurs when the intervals

between the elements, and often the elements
themselves, are similar in size or length.
Flowing: A flowing rhythm gives a sense of movement,
and is often more organic in nature.
Progressive: A progressive rhythm shows a sequence of
forms through a progression of steps.

DESIG
PRINCIPL
Proporti
on
It is the relationship in scale between one
element and another, or between a whole
object and one of its parts.

Differing proportions within a composition can

relate to different kinds of balance or symmetry,
and can help establish visual weight and depth.

DESIG
PRINCIPL
 Qualities of good
designers
Respect content
Design packages the content
Design does not guarantee commercial
success
Emphasize storytelling design (make it easy to
read)
Work well with Editors and Photographers
Establish strong and clear center of visual
interest
Create hierarchy (easy for navigation)
Respect typography and its importance
Does not get involve in pure decoration, but

DESIG
emphasizes functional design.

THOUGH
Newspaper FRONT PAGE
design
54X35 cm
Understand the space
Follow grid
Prioritize the content
Use navigational
elements
Use center of visual
interest

DESIG
THOUGH
magazine FRONT PAGE
design
19.8X26.7
Understand the space
Include cover lines
Use promo boxes
photograph/ illustrations
should reflect the cover
story

DESIG
THOUGH