Graphic Design Basics Course Notes

Introduction

Instructor: Laura Keung, professional graphic designer for 15 years, course creator since 2018.
Definition: Graphic design is the creation of visual content for communication, distinguishing it from art.
Purpose: Organizes complex information and makes it visually appealing.

Cave Paintings (38,000 BC): Early evidence of visual communication.
Written Languages (3,000 BCE): Sumerians created logographic languages.
Printing Innovations: 200 AD - China's wood relief printing; 1040 AD - Movable type printing press invented in Beijing.
Typography in Middle Ages: Calligraphy and hand-reproduced texts became important.
Gutenberg (15th century): Developed movable type and printing press, enabling mass communication.
Industrial Revolution (1760-1840): New printing technologies like lithography evolved.
Digital Era (Post-1950s): Introduction of computers, software such as Photoshop, leading to new design fields (web design, UI/UX).

Role of Graphic Designers: Apply design principles for effective communication (logos, layouts, etc.).

Balance: Visual weight and stability of elements. Types: Symmetrical and Asymmetrical.
Unity: Harmony among elements; creates a cohesive look.
Contrast: Difference between elements to create visual hierarchies and focus.
Repetition: Use of repeated elements for consistency.
Pattern: Repetition of multiple elements for visual interest.
Rhythm: Organized movement through repeated elements.
Movement: Path the viewer's eye takes through a composition.
Emphasis: Drawing attention to specific elements.
Proportion: Relationship between elements, affects hierarchy.
Harmony: Cohesiveness between elements.
Variety: Use of different elements to maintain interest.

Color Wheel: Primary (red, yellow, blue), Secondary (purple, green, orange), Tertiary colors.
Warm vs. Cool Colors: Warm colors evoke energy; cool colors evoke calmness.
Color Spaces: RGB (digital) vs. CMYK (print).
Color Qualities: Hue, saturation, and value.
Color Harmonies:
- Complementary: Opposites on the color wheel.
- Analogous: Colors adjacent to each other.
- Monochromatic: Variations of one color.
- Triadic: Three evenly spaced colors.
- Tetradic: Two sets of complementary colors.
Color Psychology: Colors evoke emotions and influence perceptions (e.g., red = power, excitement; blue = trust).

Definition: Arrangement of type for readability, legibility, and aesthetics.
History: Evolution from ancient Rome to modern digital typefaces.
Type Anatomy:
- Serifs: Small feet at the end of strokes.
- Ascender/Descender: Parts of letters extending above or below the baseline.
- Ligatures: Combined characters for smoother flow.
Type Classifications:
- Sans Serif: Clean, modern look.
- Serif: Traditional, good for body copy.
- Script: Handwritten styles.
- Monospaced: Fixed width characters.
- Display Fonts: Unique, used for attention.

Print Design: Physical prints like brochures, posters, books.
Digital Product Design: Software applications, websites, focuses on usability (UI/UX).
Brand Design: Creating a cohesive brand identity through logos and visual assets.

Steps: Client interviews, mood boarding, concept development, presentation, feedback, finalization, brand guidelines.
Examples of Successful Brands: American Airlines, Munich 1972 Olympics.

Evolution: Faster communication, digital graphics, online exposure, remote work.
New Disciplines: UI/UX emerged from technological advancements.

Graphic design is an essential tool for communication and problem-solving in a visually appealing manner.
Learning Outcomes: Understanding design principles, color theory, typography, and the evolution of graphic design disciplines.