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INTRODUCTION TO DESKTOP

PUBLISHING

HAMIMAH BT HJ. SALLEH

JTMK

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Identify the principles of design

Identify the application of art elements Identify the layout considerations

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CUSTOMER (OWNEROF A WEEDINGSHOP)

GRAPHICDESIGNER TASK:

A CUSTOMER ISGOINGTO LAUNCH A NEWPRODUCT . SHE APPOINTED A GRAPHICDESIGNERTOCREATE A BROCHUREFORHERNEWPRODUCT.

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There are a few preliminary steps to takebefore we even turn on a computer.

They are:- Client Brief,

- Determining Goals,- Originating Ideas and Preliminary

Sketches.

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The first part of the process is to sit down in ameeting with your client to discuss their

needs and objectives.

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Determine your goals

1.What is the message?2.Who is the end user?

3. What is the desired outcome?

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Is it information about the topic or product?

Is it conveying a general notion or concept? Is it referable information?

Is it entertainment?

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It is important to know, as best you can, who your targeted

audience is so that you can fashion your presentation to suittheir tastes.

Matters to take into consideration may be;- Age,- Gender,- Education,

- Values,- Demographics,- Income,

- Nationality- Culture,

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Defining the outcome is important in

establishing the direction and style of your

work.

To do this you need to ask:- What is the desired result?- What is the purpose of your work?- What does your audience need?

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After you have gathered as much information as you can its

off to the drawing board to begin preliminary sketches. This is done as a series of thumbnail sketches or roughs

of the screens.

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They are three basic principle of design:

1. Unity2. Balance

3. Contrast

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Unity is probably the most important principle of art and

design.

Unity is the organization of the elements in which to direct theusers' eyes through the design and to enable them to view itclearly as a whole.

Unity is the way the elements and objects of the designrelate to one and other or how they belong to the picture asa whole.

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Questions of unity are:- Do you see the design layout as a whole? (Rather than bits

and pieces thrown together)- Do the pieces fit in together?- Do they support each other?

If the unity is not good the viewer may; miss certainelements, not get the whole picture or lose interest.

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This principle is about uniting the objects of the layout, which oftendepends on how we position them in relation to each other.

It also depends on relationships in shape, colour, line, texture, etc.

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The painting below creates a sense of unity by the effective

use of repetition. See how the artist has repeated similar forms (ducks) and

color (brown) throughout the composition?

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Balance is the way the elements of the designare distributed in which to keep things from

looking lopsided and to help maintain unity.

A simple model for visualizing or testing the

balance of a design is a set of scales.

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In example A, the two blocks are of equal size or weight and thereforebalance at an equal distance from the centre.

In example B the block on the right is much smaller or lighter than theother and so therefore the larger block needs to be closer to the centreso as to not outweight or overbalance the small one.

And in example C the two smaller blocks on the right balance out theother.

You will notice, in the diagram below, that all three examples seem

relatively balanced.

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The next diagram shows the same three

examples of how balance works within a

screen layout.

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Primarily there are three types of balance in

page design:

1. symmetrical

2. asymmetrical3. radial

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Symmetrical balance is easiest to see in

perfectly centered compositions or those

with mirror images.

When a design can be centered or evenlydivided both vertically and horizontally it has

the most complete symmetry possible.

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Each vertical half (excluding

text)ofthe brochure is a near

mirror image ofthe other,

emphasized withthe reverse in

colors.

Even the perfectly centered text

picks up the color reversal here.

This symmetrically balanced

layout is very formal in

appearance.

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This poster design divides the

page into four equal sections.

Although not mirror images theoverall look is very symmetrical

and balanced.

Eachofthe line drawings are

more or less centered within their

section.

The graphic (text and image) in

the upper centerofthe page is

the focal pointtying all the parts

together.

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Asymmetrical design is typically off-center or created with

an odd or mismatched number of disparate elements.

Uneven elements present us with more possibilities forarranging the page and creating interesting designs thanperfectly symmetrical objects.

Asymmetrical layouts are generally more dynamic and byintentionally ignoring balance the designer can createtension, express movement, or convey a mood such asanger, excitement, joy, or casual amusement.

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Like a wild, unruly garden, the elements of

this brochure cover are barely contained

on the page.

The plants spring up primarily along the left

side but with a few stems escaping and

arching across the page.

The text, although randomly placed,

follows the lines ofthe plants keeping them

anchored tothe overall design.

The off-balance design creates a sense of

freedom and movement.

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-It can't be neatly sliced in half like

a symmetrical design but mostofthe elements have only small

differences in shape and mass.

-This page achieves an overall

balance by use of an underlying

grid that spreads the many piecesoutoverthe entire page, more or

less evenly.

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A B

A or B ?

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On square and rectangular pages we generally place

elements in orderly rows and columns.

With radial designs the elements radiate from or swirlaround in a circular or spiral path.

Parts of the design must still be arranged so that they arebalanced across the width and length of the page unless

you're intentionally aiming for a lack of balance.

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Here we have an example of

radial balance in a rectangular

space.

The year represents the center

ofthe design withthe subtle

color sections radiating from

that center.

The calendar month grids andtheir corresponding astrological

symbols are arrayed around the

year in a circular fashion.

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Colors and text radiate out

from the apple in the

middle ofthis CD cover

design.

The effect is almostone of

spiralling down intothe

centerofthe apple.

The apple itself looks

nearly symmetrical butthecurving text and the

outlines edging offthe

page tothe top and right

throws it all slightly off-

balance.

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Contrast is the level of visibility or clarity ofan object with respect to its surroundings.

Contrast occurs when two elements aredifferent.

The greater the difference the greater the

contrast.

Four common methods of creating contrastare by using differences in size, value, color,and type.

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Contrast highlights the desired objects or focalpoints.

Contrast helps to make your layout interesting and

is a great tool for attracting the users eye to thedesired targets.- Contrast is obtained using;-Colour

- Opacity (Or transparency)- Brightness-Texture- Shape

- Scale

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The background and other supporting elements

should not interfere withthe main contentor be

distracting the user from it.

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The following image is a good example ofhow busy

backgrounds can make texthard to read.

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There are many ways to overcome this problem.

One of the most common ways is to position a panel behind the text. In thefollowing image put in a black panel and made it 50% transparent to make it less

obvious.

There are many ways to overcome this problem. One of the most common ways is to position a panel behind the textThere are many ways to overcome this problem. One of the most common ways is to position a panel behind the text

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Big and small elements of

the same type, such as bigand small images and big

and small type are the most

obvious uses of size to

create contrast.

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The relative lightness or

darkness oftwo elements to

eachother can create acontrast in value.

Whether with shades of

gray ortints and shades of

a single color, the further

apartthe values the greaterthe contrast.

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Use harmonizing,complementary, and

opposite colors to

create contrast.

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Type contrast can utilize size,

value, and colorto create

contrasting typographic

treatments.

Add bold or italics to create

contrast.

Mix large type with small type.

Combine serif with sans seriftype to create type contrast.

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