Art & Graphic Design The Visual Elements. What is Graphic Design? .

Art & Graphic DesignThe Visual Elements

What is Graphic Design?http://www.youtube.com/watch?v=sTi5SNgxE3U

Definition of Graphic Design

• Graphic design is the process and art of combining text and graphics to communicate an effective message in the design of logos, posters, and any other type of visual communication.

It includes packaging of a product e.g. cans, cereal box & water bottles.

It also has brand identity e.g. a set of letterhead, business cards and envelopes.

Design

• a visual language, a heighten awareness of the way the world looks; i.e. it’s a way of seeing that is different from what is just physically there.

Ex: Henri Matisse

Art vs Design

Merriam-Webster Dictionary Definition of Art and Design:

• design: to create, fashion, execute, or construct according to plan

• art: the conscious use of skill and creative imagination especially in the production of aesthetic objects

Main Components of an Artwork

Subject: the depicted object(s)

Form: visual organization

Content: the subject matter

Form & Content

Piano Lesson, Henri Matisse, 1916 Music Lesson, Henri Matisse, 1917

Elements of Art and Design

1. Line

2. Mass

3. Color

4. Texture

5. shape

6. Space

THE USE OF LINE IN ART & DESIGN

Line is a path traced by a moving point.

Picasso drawing a centaur in the air with a flashlight

• Lines is descriptive. Telling a scene• Brushstrokes = vivid, loose and free in spirit• Those lines = a point set in Motion

THE USE OF LINE IN ART & DESIGN

PicassoLine drawing studies

• We have drawn lines in color books since we were kids

• Lines are not strange to us

• Lines are used widely.

College Textbook Cover for International Business

Cover conveys concepts ofmovement, transparency and theintersection of cultures withininternational business today.

THE USE OF LINE IN ART & DESIGN

Lines can be used to record the borders of forms

Blond Waiting, Roy Lichtenstein, 1964

Best Buddies, Keith Haring

THE USE OF LINE IN ART & DESIGN

Lines can be used to

create depth and texture:

a good example of this

is in the process of

modeling.

Self-Portrait, Vincent Van Gogh

Lines: texture

• From the lines on the trees, people knows that the texture is rough

• Cross-section of a cylinder marks on the surface

• Veins on a leaf are lines too. It shows texture

LINE QUALITY

• Lines can have infinite variety

• Different lines can create different moodsHorizontal lines / Vertical lines / Angular lines / Curved lines

Stable Not traditional Lively, emotional

In these 2 pictures, what are the difference in lines?

What feeling do those lines give you?

JitteryMake people feel nervous

SmoothMake people feel free

THE FUNCTION OF LINE IN ART

• Lines can be used to convey direction

as well as to indicate motion

The Biglin Brothers Racing, Thomas Eakins, 1873-74

Art vs Design – FORM & SPACE

• Lines form a shape• Strokes describe and identify shapes. Outline the contour.• Lines define the boundary of the forms & shapes

Line drawing Photo

Form is a visual organization of the artwork.

It is the way a thing looks – the shape,

proportion, balance, harmony of it’s parts, etc.

Art vs Design – FORM & SPACE

Even both of them are horses, their forms are different.

Shape is a two-dimensional form. It occupies an

area with identifiable boundaries. Boundaries can

be created by line, a shift in color, texture, etc.

DEFINITION OF SHAPE

classical still life / lemons Cubist Still Life, Roy Lichtenstein

Objects - positive shapes.

Spaces around objects - negative spaces.

FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE)

FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE)

Somebody calls it Figure-ground relationship

Figure = object & formGround = background or space

At here, what’s FORM (POSITIVE)? what’s background (NEGATIVE SPACE)?

Rubin’s vase

FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE)

an image inspired by Rubin’s Vase

FORM (POSITIVE) & BACKGROUND (NEGATIVE SPACE)

POSITIVE SHAPES & NEGATIVE SPACE IN ART

Negative Space Illustrations by Noma Bar

POSITIVE SHAPES & NEGATIVE SPACE IN ART

An illustration by M.C. Escher

POSITIVE SHAPES & NEGATIVE SPACE IN ART

POSITIVE SHAPES & NEGATIVE SPACE IN ART

LAW of Closure: the object is disconnect but our basic instinct would connect together and form a shape.

E.g. Those dots are separated by white space. Base on the Law of Closure, we see a big circle. It dominates our perception even though visual information is missing.

In other words, Law of closure is the mind that creates a solid object from suggestions of contours and shapes.

Even though the form is incomplete:

•Foreground triangle•Background triangle•Star shape

POSITIVE SHAPES & NEGATIVE SPACE IN ART

What do you see?

POSITIVE SHAPES & NEGATIVE SPACE IN ART

A dog sniffing on the ground!!

Therefore, well use of positive and negative space.

You don’t have to draw a complete closed line.

DEFINITION OF MASS

1 - Dimension What’s it?

2 - Dimension What’s it?

3 - Dimension Mass & Volume

DEFINITION OF MASS

1 - Dimension Lines

2 - Dimension Shape & Form

e.g. painting•create from one point of view

3 - Dimension Mass & Volume

e.g. sculpture•Cos of sense of depth•Create from some many points of views•Change each time we move

DEFINITION OF MASS

A Mass is a three-dimensional form that occupies

a volume of space. Ex: Mass of clay, the mass of

a mountain, etc.

No matter they are Shapes and masses (2D or 3D),

they can be roughly divided into

two categories: geometric and organic.

DEFINITION OF MASS

geometric organic

DEFINITION OF MASS

Installation: Henry Moore & Julian Opie• The artwork at the back is 2D painting. The heads are geometric shape.• The artwork in the front is 3D sculpture. The shape is organic

In 1666 Isaac Newton passed a ray of sunlight through a prism1) Rays refracted into different colors

2) Rays arranged in the order of the colors of the rainbow3) What we perceive as color is reflected light rays

COLOR

Complimentary Colors: across from each other tend to be more contrastAnalogous Colors: next to each other, more harmony

COLOR WHEEL

First Steps, Vincent Van Gogh

COMPLIMENTARY or ANALOGOUS?

COMPLIMENTARY or ANALOGOUS?

Henry Matisse

ATTRIBUTES OF COLOR

Value (v)Relative lightness ordarkness of a color.

Hue (H) Hue is the pure color.

The generic name of the color.

ATTRIBUTES OF COLOR

Saturation (s) : it is how bright and dull the color is.

ATTRIBUTES OF COLOR

ATTRIBUTES OF COLOR

ATTRIBUTES OF COLOR

Primaries: Red, Yellow, BlueSecondaries: a mix of any two primaries. Orange, Green.Tertiaries: a mix of any two secondaries.

Printing PrimariesCMYK, center is black inkUsed in printingSubtractive primaries

Onscreen ColorRGB, center is white lightUsed in Computer, TV, monitorsAdditive primaries

BRAVOBRAVOBRAVOBRAVOBRAVOBRAVO

warmer

cooler

WARM AND COLD COLORS

DKNY Ad: “Be Delicious!” by Gabriel Goldberg, 2008

Which box would you like to pick up?

“HEAVY” & “LIGHT” COLORS

The Blind Man’s Meal, Pablo Picasso, 1903 (left)Acrobat and Young Harlequin, Pablo Picasso, 1905 (right)

Exercise #1

Exercise #2

Exercise #3