Line
A mark made by a tool as it is drawn across a surface. The tool can be almost anything - a pencil, a pointed brush, a computer and mouse, even a cotton swab. Also, a line is defined as a moving dot or point, or can be called an open path.
a.Line can describe shape, so we can recognize objects.
b.Implied Lines are created by positioning a series of points so that your eye automatically connects them.
c.Psychic Lines create a mental connection between two elements. There is NO REAL LINE.
d.Lines have direction.
i.Horizontal Lines imply quiet, and repose or tranquility.
ii.Vertical Lines have potential for activity or movement, but also represent strength and nobility.
iii.Diagonal Lines suggest motion.
e.Contour Lines follow the edges of forms to describe outlines.
f.Gesture Lines show action or dynamics of a pose like actions lines in a comic book.
Shape
a visually perceived area created either by an enclosing line, or color or value changes defining the outer edge
a.Shapes can show “realism” or images as they are seen.
b.Shapes can show “distortion” or have a purposeful exaggeration of what is seen.
c.Shapes can show “idealism” or represent something as it “should” be in an ideal world.
d.Shapes can show “abstraction” or a simplification of natural shapes to essential basic shapes
Value
the description of lightness or darkness of a visual element
a.Value Contrast is the relationship of one element to another in respect to lightness and darkness
b.Value Contrast helps identify the separate elements of a design.
c.Low Contrast uses a narrow range of values meaning there is not much difference in the lightness and darkness
d.High Contrast uses a wide range of values or a huge difference in the lightness and darkness in a design.
Texture
is the tactile quality of a surface or the representations of surface quality
a.Tactile Textures are real. We can actually feel them.
b.Visual Textures are illusionary. They give the impression of real textures.
c.Pattern or the repetitive arrangement of elements can create texture.
Color
a.Hue is the name of the color. Example: Cyan, Magenta, Yellow, Black
b.Value is the range of lightness or darkness of a hue. Example: Light Blue, Dark Blue
c.Saturation is the brightness or dullness of a color.
d.RGB stands for Red, Green, Blue which are the three primary colors when working with light. All colors seen on a monitor or screen are created using the RGB model.
i.Red, Green, and Blue are additive primaries because when you mix equal amounts of Red, Green, and Blue you create white light.
e.CMYK stands for Cyan, Magenta, Yellow, Black which is used for offset printing or four-color process printing.
i.Cyan, Magenta, and Yellow are subtractive primaries because when these are mixed they create black.
ii.Subtractive Primaries deal with ink or pigment while Additive Primaries deals with light.
Format
the substrate or support for a graphic design
a.Format deals with size, shape, material, and purpose.
b.Contextual Constraints can be where and how the designs will be seen.
i.Magazines are seen up close
ii.Billboards are seen while driving and at a distance
c.Budget is also a contextual format
Contrast
is created when two elements are very different
a.Types of Contrast
i.Size - Use various sized elements to create contrast
ii.Color - Complementary colors are easy ways to create contrast. Use colors that are very different from each other.
iii.Shape - Use different shapes to create contrast
Repetition
is created when you repeat some aspect of the design throughout the entire piece
a.Any element can be repeated.
i.Font
ii.Line
iii.Bullet
iv.Color
v.Design Element
vi.Format
vii.Spatial Relationships
viii.Anything the reader will visually recognize
Alignment
is placing items on a page so they have a visual connection with something else on the page
a.When items are aligned it creates a stronger, cohesive unit.
b.Even when elements are physically separated from each other, if they are aligned there is an invisible line that connects them.
c.Alignment tells the reader that different elements belong together.
Proximity
is when you group related items together
a.Group related items so the viewer sees them as one cohesive unit.
b.Items that are NOT related should not be close to other elements.