Elements Of Design
The basis for most graphic design is typography. This involves the
selection and arrangement of visual images(words and illustrations) to
make a pleasing presentation. Especially for ad table cloths with your logo on it, it is important to design your logo or emblem or
crest so as to obtain a successful display or advertisement. These
visual images have impact upon the viewer; therefore, it is essential to
develop a good layout of visual materials. To succeed as a graphic
designer, you must apply the fundamentals of design.
The basic design elements are:lines, shapes, mass, texture, and color.
Lines.
The first design element, lines, can take many different forms.
Sometimes, the lines are loops and free or they can be straight and
sharp. Lines can be used to denote a specific meaning. Repetition of
lines also creates patterns and this adds an emotional impact to the
visual image. Lines can be used to give the printed image a
“personality”.
Lines can also be used as a form of a “universal language” in communication.
Lines are often used to enhance or change the value of type styles.
As shown earlier, lines can be very harsh or they might be very
delicate. They play a very important role in planning a layout for
effective communication.
Shape
shape is a design element or form concerned with specific areas of
space. Many times, shape is defined by a line. The three basic shapes
are the square, circle, and triangle.
A psychological meaning has been associated with each of these shapes. These include:
1.The attitude related to the triangle is one of conflicts or action.
2.The circle gives a feeling of protection or infinity.
3.The square reflects an attitude of honesty or equality.
Mass
Mass adds a sense of volume to shapes that are commonly found in
visual presentations. The mass or solid, plus the shape, tend to give
relationship with other elements. Shape can be used to add meaning to a
graphic image.
Different shapes of varying intensities or “weights”, can be used to
emphasize or de-emphasize type styles or implications, physical forms
are made by combining the three basic shapes.
Texture
No matter it is a feather flag, table cloth or custom canopy tent,
a quality fabric is the top priority. At China Flag Makers, multiple
fabrics with great texture are available for your choice. When we try to
measure texture, the first reaction is to touch the surface. In graphic
communications, this element is usually visual and no reaction would be
received through the sense of touch.
Texture is considered when the visual images reflect the meaning of
lines, or when mass forms images that give shape and reflect a special
technique. Texture in typography will vary and will depend upon the
structure and weight of the individual letters, the amount of space
between lines, and the amount of mass in a certain space. Actual texture
can be produced by embossing. A shape or irregular surface is pressed
into the substrate.
Color
Color is an important element to be considered when planning or
designing a printed product. It can draw attention and have a strong
emotional and psychological impact on the reader. Color also has
traditional and symbolic meanings. It is essential that you have a basic
understanding of this element.
Color moods.
Yellow, orange, and red are considered to be “warm” colors and also
often denote aggression, excitement, and danger. Red is considered the
most active of these three. Blue, green, and violet are considered to be
“cool” colors and are associated with nature and passiveness.
Experiments with animals exposed to different colors have shown that
there are different emotional reactions to different colors.
Color should be used to add interest and to reduce boredom. A small
amount of color can eliminate the possibility of having a monotonous
page.
Color wheel.
The color wheel is tool that can help to understand the basics of
color. The color wheel provides a means of identifying color in a
consistent manner.
Primary and secondary colors.
The color wheel is based on three primary colors from which all other
colors can be made. The three primary colors are:red, yellow and blue.
Mixing any two of these colors will produce a secondary color.
These secondary colors are: green, orange and violet.
Complementary colors.
Complementary colors are those colors that are across from each other
wheel. Red and green, orange and blue, yellow and violet are
complementary colors.
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