art & graphic design the visual elements. what is graphic design?
TRANSCRIPT
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