Event Poster

Logo Design and Development

Portfolio Cover

Design Typography Notes

"fonts are the clothing that out ideas wear."

• Legibility: choose classical time-tested typefaces

Helvetica, Times New Roman, Palatino, Baskerville

• Serif vs Sans Serif: Serif reads best at smaller sizes, can be complementary 

• Font Variance: Too many fonts confuse the reader 

• Definition: Fonts that are too similar cause ambiguity

• Readability: Use UPPER and lower case letters for optimum clarity 

• Alignment: Left alignment reads easiest, consider eye flow as it moves down a page

• Emphasis: Use these tools with discretion and without disturbing eye flow 

• Integrity: Avoid stretching or distorting type

• Weight: Strive for a sense of balance

• Kerning: Spacing between the letters

Color Theory

Design

• You see ROYGBIV because its the visual color spectrum
• Pigment generated model is: Red, Yellow, Blue
• Light generated colors: Red, Green, Blue
• Pigment generated is lighter and light generated is brighter

Color Mixing

• RGB: light generated model
• RGY: pigment generated model
• CMYK: print process model

Color modes

• Monochrome: tints, shades and tones of single hue
• Gray scale: black and white only
• Web safe RGB

Color Modification

• Tints: Add white to pure hue
• Shades: add black to pure hue
• Tones: Add gray to pure hue

Color Harmony

• Complementary colors opposite of each other on color wheel
• Split complementary
• Analogous colors are next to each other
• Triad: triangle in a color wheel
• Tetradic: rectangle in color wheel
• Quadrilateral: square in color wheel

Color Properties

• Cool,Warm, Bright, Dark, Saturated, Desaturated
• Color intensity changes in relation to its surrounding color
• Color associations are generated from different cultures
• Color increases brand recognition by 80%
• Pink is a tranquilizing color

Design: The Principals and Elements

What's Graphic Design?

• Design elements are the basic units of a visual image.
• Govern the relationship of the elements used and organize the composition as a whole.
• All imagery is comprised of elements that can be broken down and analyzed.

Design Elements

• Space- Gives design dimension and depth, can exist in two or three dimensions. Can refer to a positive or negative space, can refer to foreground mid or background elements.
• Line- Basic element, it can vary in thickness, texture, direction. 
• Color- Can invoke mood or sense of time.
• Shape- Inorganic, Organic or Geometric shapes.
• Texture- You can imply texture or actually have texture.
• Value- Light and dark values of an image and all gradients in between, adds depth, contrast. 
• Balance- Paying attention to visual weight of elements in design. Must pay attention to the visual weight. 

Design Principals 

• Unity- Creates sense of order, a consistency in size and shape. Proximity can create a sense of unity, it can also show a lack of unity.
• Variety- Elements in design work that are repeating but not similar, differences in repetition. 
• Repetition- Can have repetition without variety, used to enhance meaning.
• Harmony- Similar elements throughout a work so everything supports each other.
• Proximity- Gives design work a informational hierarchy. 
• Proportion- Things that are set equal to each other.
• Functionality- Something that has a purpose and delights the viewer. 
• Emphasis- Helps make something stand out from rest.

Datsun 510