components of graphic design · rule 8: white/negative space: leaving white space around and in...
TRANSCRIPT
COMPONENTS OF GRAPHIC DESIGN
To create good pieces of graphic design and to respond successfully to graphic design briefs, a designer needs to understand how to use the simple components of:
Line, colour, tone, typography, image and composition.
This unit of work will help you to prepare for the design briefs that you will be set in Year 12 and for the coursework unit you will have to produce.
There are 6 sections to read through. At the end of each section there are tasks to complete which will help you to develop and consolidate your learning.
It may seem like there is a lot here and yes there is quite a bit to do but you have until we return in September to finish it. If you have any important questions, you can email
Component 1: LINE
How is line used in Graphic Design?
Line is Fundamental!
• Line can be: curved, dotted, zigzag or straight, it can effectively define elements within graphic design.
• Definition: In art and design line is the path a dot takes as it moves through space and it can have any thickness as long as it is
longer than it is wide.
A line can be made in a hundred different ways
Line can create form (shape). This travel poster uses different thicknesses of horizontal, vertical, diagonal lines.
Simple use of line in the background to this poster adds style and divides background space, highlighting the key image.
In this example the football player’s arm acts as a leading line drawing the viewers eye to the information on the poster.
Line can act as a device to direct the eye to a focal point but then also guide it around the rest of the design.
Implied lines are lines that are not drawn but exist at the point where one area of colour or texture touches another area of colour or texture.
Line can be used to divide space by being a border around other design elements or act as a divider between them.
LINE Task 1: How is line used in Graphic Design
1. Explain in your own words how line is used in graphic design.
2. Research a wide range of examples of how line is used effectively in the following areas of graphic design:• Poster design • Packaging design• Advertising• Illustration• Brands / Logos
*Try lots of different searches: line in packaging design, line and advertising graphics, posters that use line, logos and line etc. Using words like ‘creative, arty, interesting, unique’ in front of your searches can yield more exciting results.
*Look on Pinterest and Behance for examples of contemporary design (this is a website that designers upload work and projects).
3. Analyse the examples you’ve found, explaining how LINE has been used to create the work. Explain if the examples use line to:• divide space• lead the eye to a focal point• act as a border around other design elements• create form / shape• use different thicknesses of horizontal, vertical or diagonal lines. • Do you think that the designers use of line has an impact on other components of graphic design such as: typography, composition, colour
or imagery?
Example: The use of repeating vertical lines can make a shape, letter or image. I like how the curved lines break up and create different planes within the image to form a letter.
Component 2: COLOUR
How is COLOUR used in Graphic Design?
• Colour is hugely important in all areas of graphic design from branding identity and advertising to packaging design and illustration.
• Our brains remember colours and emotionally react towards them which is a powerful tool used particularly in advertising and branding.
RED is the most powerful of all colours. It can be associated with: fear and fire, wealth and power, purity, fertility, seduction, love, and beauty.
• Colour is often linked to emotion and we have pre-conceptions as to what colours symbolise.
YELLOW is a colour that makes many of us feel cheery and warm, however, in other cultures it can signify jealously, betrayal, weakness, and contradiction. In the 10th century, the French painted the doors of traitors and criminals yellow.
Green shares many common meanings around the world, some of which include nature, ecology, environmental awareness, eternal life, new beginnings, fertility, youth, health, and prosperity but it can also represents jealously.
BLUE can be associated with depression, royalty, trust. In Western Cultures, blue symbolizes, security, and authority, a
reason why many American banks, such as Citi and Bank of America, use blue for their logo. Blue is also a symbol of masculinity. In many Middle Eastern countries, blue means safety and protection, and is symbolic of heaven, spirituality, and immortality.
• More than 90 percent of shoppers make snap judgments about products based on colour alone.
• Red, for instance, triggers our appetite more than any other hue by stimulating our emotional responses and memory.
• Graphic designers use ‘colour theory’ to help them create great design.
• So what is colour theory?
• Colour theory is a set of guiding principles that can be used to create harmonious colour combinations.
• Colour theory dates back to Sir Isaac Newton (1642-1726), who is credited with developing the first colour wheel and the traditional study of colour theory.
• Newton created his first ‘colour wheel’ based on his experiments with refracting light though a prism.
• Artists became fascinated by the colour wheel and began to realise how certain combinations of colours enhanced their paintings.
• Many colour wheels, triangles, and charts have since been invented that help artist’s and designers understand: relationships between colour and how to plan effective colour palettes.
The Artist’s colour wheel
• Artists divided the colour wheel into groups of colour that could only be made from pure pigments and those that had to mixed.
• This helped in the teaching of colour theory at art school.
Primary colours:
Can not be made by mixing other colours
Secondary colours:
are made by mixing the primaries:
Tertiary colours:
are made by mixing equal parts of a primary and secondary colour.
• Artist Johannes Itten (An art teacher from the famous Bauhaus school of design) divided the colour wheel into WARM and COOL colours.
• Warm and cool colours are found next to each other on the colour wheel. They ‘go well’ together.
• This group is known as Harmonious colours
• Warm colours promote a happier, cosier or more aggressive emotional response
• Cool colours promote a calmer more serious and thoughtful emotional response.
• Johannes Itten was the first to make the link between colours and emotions and the impact of colours to our mood.
• Colours that are found opposite each other on the colour wheel are known as Complimentary colours.
• These colours are totally different to each other, however, when placed next to each other they can create dramatic impact.
• Emotionally they create a ‘jarring’ / ‘clashing’ effect.
• These colour pairs are a useful way of drawing attention to an object or text.
Hue refers to a pure colour—one without tint or shade (added white or black).
Colour Terminology It is useful to understand what these mean.
Tint is the mixture of a colour with white which increases lightness
Shade is the mixture of a colour with black, which reduces lightness.
Tone is produced by mixing a colour with grey
Colour Terminology
• Saturation: refers to the intensity of, strength, purity of a colour with no black, grey or white added.
• Saturation is a measure of the richness of a colour.
• Brightness or ‘value’, refers to the lightness or darkness of a colour e.g. light or dark blue.
• The brightness of a colour is changed by mixing with white to form a tint or black to form a shade.
• Graphic design software programmes have tools for varying the HSB of colour.
https://www.charlottepackaging.com/latest-news/colour-psychology-use-colour-packaging-branding/
Colour Task 1: COLOUR PYSCHOLOGY
1. Use the website links below as a starting point to research and explain in your own words what the colours of the spectrum symbolise.
2. Include visual examples of logo’s for each colour.
3.You should work on a Power point slide
*See the example on the next slide.
https://www.packaginginnovation.com/packaging-design/creative-packaging-2/psychology-color-food-packaging/
Colour task 2: Colour theory.
1. Read through the slides about colour theory.2. Make your own Power point slide that explains what colour theory is, the
different colour groups and terminology with visual examples. 3. Explain why you think colour theory is important in graphic design.4. You can copy images from the Power point but also add your own research.
*See the example on the next slide.
Colour task 3: Colour in Graphic Design
1. Research a wide range of examples of how colour is used effectively in the following areas of graphic design:• Poster design • Packaging design• Advertising• Illustration• Brands / Logos
*Try lots of different searches: colourful packaging design, colour in advertising graphics, colourful posters, colour and poster design, Colourful logos, colour used in illustration etc. Using words like ‘creative, arty, interesting, unique’ in front of your searches can yield more exciting results.
*Look on Pinterest and Behance for examples of contemporary design (this is a website that designers upload work and projects).
2. Analyse the examples you’ve found, explaining:
• The colour palette e.g. which colours have been used: warm, cool, harmonious, complimentary etc. • The mood or emotional response the colours create.• Why you think the designer may have chosen a colour scheme.• Do you think that the designers choice of colours have an impact on other components of graphic design such as:
typography, composition or imagery.
Example: This poster combines bold use of line with bold use of colour and
typeface. The repeated red and white diagonal lines of the arrow help to suggest the movement of the ship.
Example: The designer has combined the silhouetted image of plants against
a flat colour background. They have also used complimentary colours which
has the effect of making the plant shapes stand out.
Example: The Tour de France poster cleverly combines image,
complimentary colours of blue and yellow to make the date and rider stand
out, composition uses perspective to create depth and line which represents
the motion of the bike.
Examples of how to analyse and write about design work
Music albums often use colour to convey the feeling of the album e.g. The Jonas Brothers: Happiness Begins uses bright colours to show the happy feeling and uses a bright tint to show a summer, good time feeling
In this advertising of vodka they use a wide range of colours i.e. the rainbow, this can tend to make people
really happy at the thought of it as it’s a beautiful thing that comes after the dull rain. The bright
colours in the background also link to the Typography used on the Absolute bottle, making a good visual
connection. The wild colour scheme of bright colours suggest a party vibe.Ex
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Component 3: TONE
How is TONE used in Graphic Design?
We often think of tone in shades of black, grey and white (grayscale) like a black and white photograph.
Tonal gradient shows different tonal values from dark to light.
However tone also refers to ‘value’ of a colour. The ‘lightness ’ and ‘darkness’ of a colour.
Tone in an artistic context refers to the light and dark values used to render a realistic object, or to create a composition.
This photograph has been cleverly back lit to create a focal point. A range of interesting tones have been created.
Halftone is the reprographic technique that simulates continuous-tone imagery through the use of dots, varying either in size or in spacing, thus generating a gradient-like effect. It was used as a cheaper method of printing – less ink was required.
Line screen halftone effect
A range of tones from light to dark make up this multi layered film poster. The different tones help to create contrast between the shapes and text.
The black, grey and white tones create an atmospheric feel to this poster. The contrast between the darkest and lightest tones makes the text stand out.
Through digital manipulation and reduction of opacity, images can be layered on top of each other to create interesting tonal effects.
The term sepia tone refers to a photograph printed in brownscale, rather than grayscale. The resulting image is considered a monotone in shades of brown. Many old photographs were printed with sepia ink extracted from cuttlefish, and photographs printed in this style tend to evoke an older era.
Duotone is a halftone reproduction of an image using the superimposition of one contrasting colour halftone over another colour halftone. This is most often used to bring out middle tones and highlights of an image.
Using duotone to create an image can create a highly emotive effect. Depending on the combination of colours, duotone can produce dramatic effects.
Overprinting , both objects will be printed over each other, creates a duotone effect
Tone Task 1: Tone in Graphic Design
1. Research a wide range of examples of how tone is used effectively in the following areas of graphic design:• Poster design • advertising• Illustration, book covers• Album covers• Brands / Logos
• Try to find examples of Duotone, grayscale, sepia, halftone. This may prove quite difficult, so just see what you can find. If you are struggling use some examples form the Power point.
*Don’t forget to be creative with the wording that you use for your searches and look on Pinterest and Behance for examples
4. Analyse the examples you’ve found, explaining:
• The tonal colour palette e.g. which colours have been used: warm, cool, harmonious, complimentary etc. if any.• The mood or emotional response that the use of tone creates, consider if you think it was used for a reason?• Do you think that the designers use of tone impacts on other components of graphic design such as: typography,
composition or imagery.
ToneTone is the ‘value’ of a colour. We speak about tone when we discuss ‘light’ and ‘dark’. Pictures can be made entirely from tone. This is the nature of a black and white photograph. Look below for a table of tonal values from white to black.
Tone in an artistic context refers to the light and dark values used to render a realistic object, or to create
an abstract composition. When using pastel, an artist may often use a coloured paper support, using areas of pigment to define lights and darks,
while leaving the bare support to show through as the mid-tone. I have chosen to include these
examples as they all show different tones from light grey through to black.
I chose this picture as it really shows the
definition and structure/depth of the skull. This is what tone
can do to an image, without using any
colour.
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Tone can:
· be used to represent things, objects, people or places in descriptive or symbolic
ways
· communicate emotions, feelings or ideas
· appeal to our senses
· be used for practical purposes
These images use tone to alter the images and give them a different vibe as the pictures would probably look a bit dull but then adding different colour tone gives it emotion and a feeling to it such as joy with bright colours or sadness with more dull depressing colours.
Duo tone gives a piece an emotive feel and can be provocative when it comes to emotion. The right hand piece has a more sad feel as the colours are cold colours but the left piece has a fun emotion feel to it as its warm colours.
The left piece is a poster for a horror movie, the pink colour gives off the romantic effect which
usually ends up leading to the horror part of the movie, it also relates to blood which is a gory theme and often featured mainly in horrors.
Component 4: TYPOGRAPHY
What does TYPOGRAPHY mean?
• Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed.
• The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning ).
• The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process.
• A typeface is the overall design of lettering; the design can include variations, such as extra bold, bold, regular, light, italic, condensed, extended, etc. Each of these variations of the typeface is a font e.g. 8-point Caslon Italic was one font, and 10-point Caslon Italic was another.
For example: ‘Cooper Black’ is the typeface this letter ‘A’ is written in and ‘36 – point cooper black italic’
is it’s font style.
It could also appear as a different sized font in: bold, extra bold, regular, light, italic, condensed or extended.
• There are thousands of different typefaces in existence, with new ones being developed constantly.
• The art and craft of designing typefaces is called type design.
• Designers of typefaces are called type designers and are often employed by type foundries.
• In digital typography, type designers are sometimes also called font developers or font designers.
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The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning ).
• The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning ).
The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning ).
The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning ).
The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning).
Typefaces/Fonts
Line Lengths
Line Spacing Leading)
How ‘type’ is arranged can make a big difference! Point Sizes
Letter spacing (tracking)
Adjusting the space between pairs of letters (Kerning)
Parts of letters traditionally have names: bar, stem, shoulder, serif etc.
There are 4 main types of typeface:
• serif font
• Sans Serif font• Script font,
• decorative font
T this is a serif font.
Serifs are the little attachments on the letters. Serif fonts look more formal, are used when writing long blocks of text
such as in newspapers because they are easy to read.
Y this is a Sans Serif font.
“Sans” means without. You will see that this typeface does not have the little attachments on the letters. Sans Serif fonts are modern looking and are often used for titles.
P this is a script font.
Script fonts look like handwriting and are used to give personal feeling. People often use fonts like this when writing letters. Why? They can be hard to
read.
E this is a decorative font.
Use sparingly – they are hard to read and can be overpowering
Typography doesn’t need imagery it can be; emotive, decorative, formal, fun and descriptive all by itself. Choose typefaces wisely. The old expression ‘’a picture can speak a thousand words’’ can be turned around to a ‘typeface can suggest a thousand pictures’.
How is TYPOGRAPHY used in Graphic Design?
Typography plays a vital part in advertising
Typography plays a vital part in branding
Film posters, book covers and album all stand out with exciting use of typography
Logo’s and posters
Revolutionary designers!
Neville Brody is perhaps the best known graphic designer of his generation……His contributions to the world of graphic design and digital typography are absolutely invaluable, Brody has designed a number of very well-known typefaces as well.
• He studied graphic design at the London College of Printing• Made his way into the public eye through his record cover designs and his involvement in the British independent music
scene in the early 1980s. • His artistic contribution to The Face completely revolutionised the way in which designers and readers approach the
medium. • His unique designs soon became much-imitated models for magazines, advertising and consumer-oriented graphics of the
eighties.
Neville Brody
David Carson is a prominent contemporary graphic designer and art director. His unconventional and experimental graphic style revolutionized the graphic designing scene in America during 1990s. He was the art director of the magazine Ray Gun, in which he introduced the innovative typographies and distinct layouts. He is claimed to be the godfather of ‘grunge typography’ which he employed perpetually in his magazine issues.
"Experimental typography" is defined as the unconventional and more artistic approach to typeface selection.
Experimental typography is said to place emphasis on:
• expressing emotion• rather than having a concern for legibility while communicating ideas• hence considered bordering on being art.
Typography Task 1: Typography in Graphic Design
1. Research a wide range of examples of how typography is used effectively in the following areas of graphic design:
• Poster design • advertising• Illustration, book covers• Album covers• Brands / Logos
*Don’t forget to be creative with the wording that you use for your searches and look on Pinterest and Behance for examples
2. Analyse the examples you’ve found, explaining:
• What is interesting about the typography used?• The style of the typeface: letter shape, serif, sans serif, decorative, script etc.• The composition /arrangement / size/ upper/lower case.. of the words used.• Does colour, composition, imagery have an impact on the words/text?
Typography
Typography is the visual art of creating written word. Typography includes typefaces, line lengths and letter spacing. Whilst using typography within graphic design, you have to consider the legibility and the style. The font needs to be clear in order for it to be easily read by a large audience. The style of the font needs to fit with the idea and mood conveyed by the piece.
There are four different types of font-• Serif font
• Sans serif font• Script font
• Decorative font
In this piece, typography has been used to build up an image of a wrap. A bold, thick font has been chosen which builds up the image. The colours used represent the different ingredients in the wrap.
A script font has been used in this packaging design. This has been used to show that the product in upmarket and high quality. The words used describe the product providing the consumer to know more about the product before purchasing it. On the side of the packaging, words have also been used to create an image of a wine bottle.
In this poster the text has been composed interestingly. It creates a unique arrangement. Bold colourful text has been used in the inside which draws your attention to the main middle. A sans serif font has been used. The small text around the outside is less obvious.
Example of a serif font.
Example of sans serif font.
Example of fonts being used in in product logo design. The Komedia logo uses a decorative font, eBay uses a sans serif font and Coca Cola uses a script font.
Example of a decorative font.
Example of a script font.
Component 5: IMAGERY
• Image in graphic design is a visual representation of an object, person or thing.
• Image is there to back up the text and add dimension to the work.
• Images can be interpreted literally (what you see, is what it is)
• Images can also be suggestive and cause you to think about their meaning
1 2
• Images 1 & 2 are clever. With minimal written text or no text at all the visual images are powerful and communicate a message.
Images help to explain a message or communicate an idea.
Image making in Graphic Design
• In graphic design, images are often the best way to get ideas across. Think about how ad’s would look if they used only words.
• Many might not be so interesting, right? But the images used in graphic design are more than simple pictures.
• Designers must know how to create images that effectively convey specific ideas or make a connection with consumers.
• All images in graphic design have a purpose.
The perfect image can make something seem very appealing.
For example, in advertising, designers use images to show how a product looks. The perfect image can make something seem very appealing. Think about an ad for strawberries. Which would be more effective? One that uses only words, or one that includes a bright, colourful picture of a few ripe strawberries?
FRESHSTRAWBERRIES
• Clever close up photography shots of a burger, definitely make you WANT that burger.
• Without the imagery the advert would have less impact.
Types of Images in Graphic Design
• Graphic designers use different art techniques to create images. But whether they work with photography, digital art programs, or old-fashioned mediums like pen, ink, or paints, they're still focused on conveying ideas.
• In graphic design, there are different types of images, and two of the most important are denotative and connotative images. You should be aware of how these work.
• Denotative images are pictures that simply show a representational object or thing. They are straightforward, with no deeper meaning other than what you see.
• Examples of denotative images include those strawberries, or a billboard for a shiny new car.
• Denotative images can be taken at face value. A denotative image stands for nothing other than what it is.
• Denotative images are straightforward representations of things
• The imagery used in this car advert ‘denotes’ exactly what the manufacturer wants to sell. There are no suggestive or hidden meanings.
• But sometimes graphic designers want to convey more complex ideas or evoke emotion or nostalgia; this is where Connotative imagery can be used.
• A connotative image has layers of meaning beyond face value.
• Connotative images are more complex than denotative images.
• They're still images, but they give the viewer more information and provide broader context.
• They're used to create an atmosphere, tell a story, create an emotional response in the viewer.
1950’s advert for a cooling system
1950’s advert
• Connotative images are more complex.
• This advert from an old American magazine is advertising an Air conditioning system.
• LETS ANALYSE the advert. The advert is made of up 2 images. Image 1 is denotative, it shows us the air cooling system and near by text tells us this.
• Image 2, however, is connotative. It shows us a cosy home interior. The people pictured appear to be a happy, smart, fun loving family.
• The brain now puts these 2 images together, associating the air conditioning system with the happy family.
• Connotative imagery is a powerful advertising tool which can help to sell products.
The simpler your imagery, the more it has the potential to become iconic, to work on a global scale, and to be flexible enough to scale well across different media, including print ads, television commercials, billboards, posters, wrap advertising and social media.
A great example is the iPod silhouette campaign of the early 2000s, the brainchild of then TBWA\Chiat\Day art director Susan Alinsangan. This centred around silhouetted characters against brightly coloured backgrounds who were listening to music on their iPods.
Steve Jobs initially didn’t like the idea, as it didn’t show the iPod in detail or explain what it did. However, as his ad team explained, the campaign didn’t necessarily need to do all that: it was about connecting on a deeper level, and conveying the idea of the iPod as the choice of a new generation.The energetic silhouettes and day-glo colours of the imagery met those needs beautifully, and once Jobs had relented, it became a hugely successful campaign for Apple.
Imagery, branding and colour
Coke’s imagery varies hugely around the world, but it will always be consistently centred around a red and white palette.
Coca-Cola advertising campaigns have long been associated with fun, youth, health, beauty and sexiness.
Imagery, branding and colour
IMAGE TASK: How is imagery used in graphic design?
1. Write a statement that explains the importance of imagery in graphic design. Explain the meaning and differences between denotative and connotative imagery using the power point to help you.
2. Research examples of graphic design; posters, adverts, book jacket covers, magazine covers, album covers etc. that use either denotative, connotative or simply use interesting imagery.
3. Now analyse each example, like you have done before for colour, line, typography. Analyse/explain the:
• importance of the images used • whether they are denotative or connotative or maybe both. • Also explain how the other design components such as; colour, tone, line, typography link together, help to make the
example of graphic design successful or not.
Component 6: COMPOSITION
What is composition?
• Composition is the arrangement of visual elements: Line, Colour, typography and image to form an artwork or design.
• In Graphic Design, composition is often referred to as layout.
Layout and composition are the building blocks of design.
Composition is when all of your type, your images, your graphics and colours, come together to form one cohesive design.
Without a thoughtful, well-composed layout, your work would basically fall apart.
‘A composition is an arrangement, built out of parts, that aims at seamlessness’
-Eric Maisel
10 rules of composition
• Whatever you are creating, whether it is a logo, poster, advert, magazine or album cover you will always need to consider how you will place the elements of colour, line, image, typography together.
• When arranging elements there are basic rules that can be explored to help you create something more successful.
Rule 1: FOCAL POINT: A key element to any good composition is a strong FOCAL POINT as it helps the viewers eyes naturally settle on the important pieces of a design.
Rule 2: LEADING LINES: By positioning and adjusting your leading lines you can direct the eye to your focal point but then also around the rest of the design.
Rule 3: SCALE and HIERARCHY: Hierarchy is the arrangement of design elements to signal importance.You might make a more important element bigger and bolder than a less important element which might be smaller and fainter.
Hierarchy is especially important in type as the arrangement of the typefaces helps with finding a focus.
Scale also helps with drawing attention since using different sizes can help you differentiate between the most and least important elements.
Rule 4: BALANCE: Balancing out the elements within your design will help it to flow. You may use symmetry or text to balance a image.
There are two types of balance: symmetrical and asymmetrical. Symmetrical balance balances the design symmetrically by reflecting the positioning from top, left, bottom or right.
The more common type of balance is asymmetrical, the term means to create balance without being symmetrical. Think of each element as having a ‘weight’ to it. Smaller objects might ‘weigh’ less than larger objects, and heavily textured elements might ‘weigh’ more than flatly coloured elements and balance it out till it reaches an affective equilibrium.
Rule 5: COMPLIMENT: When using more than one image in your composition, try to make sure they all look cohesive when grouped together. Using similar/complimentary imagery, colour and font style can create a COHESIVE look.
RULE 6: CONTRAST: Contrast can be used to both highlight and hide elements of your design. Upping contrast or using a high contrast feature colour, can draw attention to a focal point or by lowering the contrast you can make an element fade into the background.
RULE 7: REPETITION: Repetition of imagery, colour, font style, line weight can help to maintain consistency within a design.
RULE 8: WHITE/NEGATIVE SPACE: Leaving white space around and in between components of your design can create a fresh feel. White space when used strategically can boost the design’s clarity and overall look by balancing out the more complicated and busy parts and help your piece breath. To get white space in your design you can scale down other elements and not over clutter your page.
RULE 9: ALIGNMENT: Aligning the elements within a design can make a real difference to how clean your graphic looks.When designing a composition with multiple elements, don’t just throw them all onto the page. By aligning the elements you quickly and easily transform your design.
https://www.slideshare.net/sumidahilo/graphic-design-presentation-3
Task: Watch this slide show, there are some really good points made about how to align elements.
RULE 10: The Rule of ThirdsThis simple technique involves splitting a design up into either 3 rows or 3 columns and at the points where the vertical or horizontal lines meet is where the focal point is. This technique is useful if you begin your design with a grid so you can understand were your focal point lies.
https://visme.co/blog/visual-hierarchy/
Task: Give this a look through. It explains things simply and clearly.
TASK: ANALYSING COMPOSITION
Analyse how these posters use the 10 rules of composition also consider the impact of: colour, typography, line, tone and image and explain how they have been used.
Rules of composition
Rule 1: Find Your FocusRule 2: Direct the Eye with Leading LinesRule 3: Scale and HierarchyRule 4: Balance out your Elements Rule 5: Use Elements that Complement each OtherRule 6: Boost (or Reduce) Your ContrastRule 7: Repetition of elements within your designRule 8: Don’t forget the White Space / Negative spaceRule 9: Align Your ElementsRULE 10: The rule of thirds
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