Core Competency: Develop Design Studies

INFORMATION SHEET 1.1-1

Graphic Design and Graphic Applications

Graphic design is a creative process—most often involving a client and

a designer and usually completed in conjunction with producers of
form (i.e., printers, sign makers, etc.)—undertaken in order to convey
a specific message (or messages) to a targeted audience. The term
"graphic design" can also refer to a number of artistic and professional
disciplines that focus on visual communication and presentation. The
field as a whole is also often referred to as Visual Communication or
Communication Design. Various methods are used to create and
combine words, symbols, and images to create a visual representation
of ideas and messages. A graphic designer may use a combination of
typography, visual arts and page layout techniques to produce the
final result. Graphic design often refers to both the process (designing)
by which the communication is created and the products (designs)
which are generated.

Common uses of graphic design include identity (logos and branding),

publications (magazines, newspapers, and books), advertisements and
product packaging. For example, a product package might include a
logo or other artwork, organized text and pure design elements such
as shapes and color which unify the piece. Composition is one of the
most important features of graphic design, especially when using pre-
existing materials or diverse elements.

Graphic Applications

In computer graphics, graphics software or image editing software is

a program or collection of programs that enable a person to
manipulate visual images on a computer.
Computer graphics can be classified into two distinct
categories: raster graphics and vector graphics. Many graphics
programs focus exclusively on either vector or raster graphics, but
there are a few that combine them in interesting ways. It is simple to
convert from vector graphics to raster graphics, but going the other
way is harder. Some software attempts to do this.
In addition to static graphics, there are animation and video
editing software.
Most graphics programs have the ability to import and export one or
more graphics file formats.
The use of a swatch is a palette of active colors that are selected and
rearranged by the preference of the user. A swatch may be used in a
 Core Competency: Develop Design Studies

program or be part of the universal palette on an operating system, it

is used to change the color of a project, which may be text, image or
video editing. Vector graphics animation can be described as a series
of mathematical transformations that are applied in sequence to one
or more shapes in a scene. Raster graphics animation works in a
similar fashion to film-based animation, where a series of still images
produces the illusion of continuous movement.

History

SuperPaint (1973) was one of the earliest graphics software

applications.
Fauve Matisse (later Macromedia xRes) was a pioneering program of
the early 1990s, notably introducing layers in customer software.
Currently Adobe Photoshop is one of the most used and best-known
graphics programs, having displaced more custom hardware solutions
in the early 1990s, but was initially subject to various
litigation. GIMP is a popular open source alternative to Adobe
Photoshop.
Other applications include:
JPhotoBrush Pro, Java-based multi-platform, freeware.
Corel Paint Shop Pro

Open Source vs. Proprietary Software or Application

The term open source refers to software whose source code — the
medium in which programmers create and modify software — is freely
available on the Internet; by contrast, the source code for proprietary
commercial software is usually a closely guarded secret.
The most well-known example of open source software is the Linux
operating system, but there are open source software products
available for every conceivable purpose.
Open source software is distributed under a variety of licensing terms,
but almost all have two things in common: the software can be used
without paying a license fee, and anyone can modify the software to
add capabilities not envisaged by its originators.
A standard is a technology specification whose details are made widely
available, allowing many companies to create products that will work
interchangeably and be compatible with each other. Any modern
technology product relies on thousands of standards in its design —
even the gasoline you put in your car is blended to meet several
highly-detailed specifications that the car’s designers rely on.
For a standard to be considered an open standard, the specification
and rights to implement it must be freely available to anyone without
signing non-disclosure agreements or paying royalties. The best
 Core Competency: Develop Design Studies

example of open standards at work is the Internet — virtually all of

the technology specifications it depends on are open, as is the process
for defining new ones.

GRAPHIC APPLICATIONS Free and

open-source
Proprietary software
Commercial Freeware
Ability Photopaint Color It! PhotoPerfect ArtRage Starter CinePaint
ACD Canvas(formerly Erdas Imagine Photo Raster Edition darktable
Deneba Canvas) GraphicConverter PicMaster Artweaver DigiKam
Adobe Fireworks Helicon Filter Pictor Paint Brush Strokes F-Spot
Adobe Photoshop Image Editor
Konvertor PixBuilder Photo GIMP
Adobe Photoshop Editor Chasys Draw IES
LView Pro GimPhoto
Lightroom Pixel image FastStone Image
Manga Studio GIMPshop
Adobe Photoshop editor(formerly Viewer
Microsoft Office GNOME Paint
Elements Pixel32) Fatpaint
Picture Manager GNU Paint
ArcSoftPhotoImpressio Pixelmator Fotografix
Microsoft Paint GrafX2
n Portrait Professional IrfanView
Naked light GraphicsMagick
Autodesk SketchBook Project Dogwaffle Paint.NET
Pro NeoPaint gThumb
QFX Picasa
Aperture OpenCanvas ImageJ
Serif Photoplus Pixia
ArtRage Photogenics ImageMagick
TVPaint Project Dogwaffle
Bibble PhotoLine KolourPaint
TwistedBrush Pro 1.2 Free Version
CodedColor Photo Mechanic Krita
Studio TwistedBrush
Corel AfterShot Pro Unified Color HDR Open Studio MyPaint
Corel Painter PhotoStudio Xnview Pencil (software)
Corel Painter UleadPhotoImpact Phatch
Essentials Ultimate Paint Pinta
Corel Paint Shop Pro Zoner Photo Studio Pixen
Photo
Rawstudio
Corel Photo-Paint
RawTherapee
cosmigo Pro Motion
Seashore
Shotwell
Tile Studio
Tux Paint
UFRaw
XPaint
 Core Competency: Develop Design Studies

Discontinued

Adobe PhotoDeluxe Kid Pix PC Paintbrush

Aldus PhotoStyler KoalaPainter PCPaint
Barco Creator MacPaint Photofinish
Brilliance Microsoft Digital Image(formerly Photon Paint
Degas Elite Microsoft Picture It!) Picnik
Deluxe Paint Microsoft Photo Editor QuantelPaintbox
Deluxe Paint Animation NeoChrome SuperPaint (Macintosh)
xRes

Self-Check 1.1-1

Instructions: Read the questions carefully and choose the letter of the
correct answer.

1. It is a creative process—most often involving a client and a

designer and usually completed in conjunction with producers
of form
A. Graphic Application
B. Graphic Layout
C. Graphic Design
D. Graphic Process

2. It is one of the most important features of graphic design

A. Contrast
B. Design
C. Balance
D. Composition

3. Two(2) distinct categories of computer graphics

A. Raster and Vector
B. Balance and Contrast
C. Joint Photographic Experts Group and Graphical
Interchange Format
D. Electronic and Print
 Core Competency: Develop Design Studies

4. It is a program or collection of programs that enable a person to

manipulate visual images on a computer.
A. Graphic Tools
B. Graphic Application(s)
C. Graphic Collection
D. Graphic Compilation

5. It is one of the most used and best-known graphics programs,

having displaced more custom hardware solutions in the early
1990s, but was initially subject to various litigation.
A. Adobe Photoshop
B. SuperPaint
C. GIMP
D. Corel

6. It is distributed under a variety of licensing terms, but almost all

have two things in common: the software can be used without paying
a license fee, and anyone can modify the software to add capabilities
not envisaged by its originators.

A. Proprietary Software
B. Open Source Software
C. Application Software
D. Free Software

7. The software which source code is usually a closely guarded secret.

A. Proprietary Software
B. Open Source Software
C. Application Software
D. Free Software

8-10 Give 3 Proprietary Software.

Core Competency: Develop Design Studies

Answer Key 1.1-1

1. C. Graphic Design
2. D. Composition
3. A. Raster and Vector
4. B. Graphic Application(s)
5. A. Adobe Photoshop
6. B. Open Source Software
7. A. Proprietary Software
8-10 (Compare your answers to the information sheet above.
 Core Competency: Develop Design Studies

INFORMATION SHEET 1.1-2

Principles of Design

Graphic Design/Principles of Design

Some of the most commonly acknowledged principles of design are alignment, balance,
contrast, proximity, repetition, and white space. These are all elements of graphic design
"composition." Additionally, compositions are evaluated based on the use of (and the
successes or failures of) harmony, emphasis, gestalt, pattern, movement, rhythm,
proportion, and unity.

Alignment

Alignment in graphic design is the keeping of related objects in line.

Balance

Designs in
balance have
the parts of
the design
arranged in a
planned,
coherent visual pattern. "Balance" is a concept based on human perception and the complex
nature of the human senses of weight and proportion. Humans can evaluate these visual
elements in several situations to find a sense of balance. A design composition does not
have to be symmetrical or linear to be considered balanced. It is also true that perfectly
symmetrical and linear compositions are not necessarily balanced. Asymmetrical or radial
distributions of text and graphic elements can achieve balance in a composition.
 Core Competency: Develop Design Studies

Contrast

Distinguishing by comparing/creating differences. Some ways of creating contrast among

elements in the design include using contrasting colors, sizes, shapes, locations, or
relationships. For text, contrast is achieved by mixing serif and sans-serif on the page, by
using very different type styles, or by using type in surprising or unusual ways. Another way
to describe contrast, is to say "a small object next to a large object will look smaller". As
contrast in size diminishes, monotony is approached.

Direction - Direction is the way to lead the viewer’s eye through your
design layout or composition. Direction is created by line, but it also
can be created by the way you use color to lead the eye through a
design. Shapes, spaces, values, and perspective all create the illusion
of depth in two-dimensional design, and this depth is needed to create
a direction for the eye to take that journey. In three-dimensional
design those shapes, spaces, values, and perspectives are all used to
lead people through a design.
 Core Competency: Develop Design Studies

Emphasis

Making a specific element stand out or draw attention to the eye. Emphasis can be achieved
in graphic design by placing elements on the page in positions where the eye is naturally
drawn, by using other principles such as contrast, repetition, or movement. Bold and italic
type provides emphasis for text. Graphic elements gain emphasis through size, visual weight,
color, complexity, uniqueness, placement on the page, and other features.

Gestalt

Sometimes considered a distinct principle of design, gestalt is the concept that "the whole is
greater than the sum of its parts." Gestalt is a concept from psychology, where theorists
note the propensity of humans to conceptually group things together to make a meaningful
whole. When viewing designs, humans apply this principle unconsciously by seeing
connections and relationships among and between the elements in the design. The overall
perception of gestalt in a design is created through harmony, unity, balance, proportion,
proximity, and other visual cues. Designers can use this principle to create visual connections
and relationships that clarify and strengthen the overall "feel" and meaning of the design.

Harmony

As with music, graphical elements can be said to be working in harmony - the individual
parts come together as visually compelling and a meaningful whole. Disharmony can also be
used just as it is in musical compositions: to enhance the emotional complexity, to challenge
the viewer, and to give a contrast within the overall composition.

Movement

Movement is creating an instability, making motion to blur the image. Movement can be
achieved by using graphic elements that direct the eye in a certain direction such as arrows
that point the way overtly or a series of lines or dots that get progressively larger or smaller,
creating a more subtle sense of movement. Movement can be accomplished simply by using
a photograph or clip art of something moving - a runner - as opposed to something
stationary - a person standing.
 Core Competency: Develop Design Studies

Proportion

This indicates the relative visual size and weight of particular graphical elements in a design
composition.

Proximity

Closeness or distance of individual design elements. Close proximity indicates a connection.

Repetition

Repeating a sequence; having it occur more than a few times. In design, repetition creates
visual consistency in page designs, such as using the same style of headlines, the same style
of initial capitals, or repeating the same basic layout from one page to another.

Excessive repetition (monotony) may lead to boredom and uninteresting compositions. If

one cannot avoid excessive repetitions for any reason, do not forget to add some visual
breaks and white spaces where eyes can rest for a while.

Rhythm

Successful designs have an effective ebb and flow. Text and graphics should seem to be
paced and patterned. Spacing is an effective application of this principle. Second, human
beings are more comfortable with variation in general. Psychologically, most any serious lack
in variation of anything (a solid, a line, a sound, a situation) can become very boring. Adding
a little variation at non-specific intervals (every now and again) gives most any design an
interesting appeal as long as it is not overdone.

Repetition, rhythm, bam, bam, bam. While this principle of design can create boredom, it
can also be used to create depth (one element smaller than the next), excitement or peace
(contrast), or emphasis on a certain subject. Like music, rhythm keeps the world singing and
dancing.

In setting type, rhythm can be created or disrupted. Compare the gibberish strings, "as erav
mono ewonezenaoororemunaoravanam" and "githolurtymreislytquadirit". Notice how the
latter seems to be more organic and readable than the former. This is resultant of two things.
One, the eye more easily follows abnormalities and variation, like an ocular foothold. Too-
narrow columns result in over-hyphenation. Images that interrupt a passage of text can
break the rhythm for the reader and they could disturb the visual appearance of the page.

Unity

Unity creates a feeling of wholeness. Unity is usually achieved when the parts complement
each other in a way where they have something in common. Unity can be achieved by use of
the same color, or different tints of it, or using a similar graphic style for illustrations.
 Core Competency: Develop Design Studies

White Space

Areas of a design devoid of text or graphics. White space includes margins, gutters, space
between lines of type (leading), off-set of text from images (text wraps) and any other part
of the page that is empty. White space is also analogous to "negative space" where "positive
space" is defined as images, blocks of text, and other graphical elements. In graphic design,
the white space, or negative space, is considered an important element of the overall design.
It is used - and evaluated - based on the same criteria as the rest of the elements in the
design. White space can add to or detract from the balance, unity, harmony, rhythm, and
overall success of a design. White space can give emphasis, contrast, and movement. It can
be used for repetition and pattern, and work within various relationships with other
elements of the positive and negative spaces in the design.
 Core Competency: Develop Design Studies

Self-Check 1.1-2
Matching type

1. Helps the viewer decide A. Balance

how to interpret your B. Contrast
design
C. Direction
2. This principle of design D. Economy
can create boredom, it E. Emphasis
can also be used to create
depth (one element F. Proportion
smaller than the next), G. Rhythm
excitement or peace
H. Unity
(contrast), or emphasis on
a certain subject. Like
music, rhythm keeps the
world singing and
dancing.

3. Is the way to lead the

viewer’s eye through your
design layout or
composition.

4. This is the principle that

pulls a design together.

5. It gives the viewer a leg to

lean on. In other words, a
realistic composition
creates a feeling of
balance, whereas
unrealistic proportions
create a feeling of
emphasis on the object
that’s out of proportio
 Core Competency: Develop Design Studies

Answer Key 1.1-2

1. A
2. G
3. C
4. H
5. F
 Core Competency: Develop Design Studies

INFORMATION SHEET 1.1-3

Color Theory

Basic Color Theory

Color theory encompasses a multitude of definitions, concepts and
design applications - enough to fill several encyclopedias. However,
there are three basic categories of color theory that are logical and
useful : The color wheel, color harmony, and the context of how colors
are used.
Color theories create a logical structure for color. For example, if we
have an assortment of fruits and vegetables, we can organize them by
color and place them on a circle that shows the colors in relation to
each other.

The Color Wheel

A color circle, based on red, yellow and blue, is traditional in the field
of art. Sir Isaac Newton developed the first circular diagram of colors
in 1666. Since then, scientists and artists have studied and designed
numerous variations of this concept. Differences of opinion about the
validity of one format over another continue to provoke debate. In
reality, any color circle or color wheel which presents a logically
arranged sequence of pure hues has merit.
 Core Competency: Develop Design Studies

There are also definitions (or categories) of colors based on the color
wheel. We begin with a 3-part color wheel.

Primary Colors: Red, yellow and blue

In traditional color theory (used in paint and pigments), primary
colors are the 3 pigment colors that cannot be mixed or formed by any
combination of other colors. All other colors are derived from these 3
hues.
Secondary Colors: Green, orange and purple
These are the colors formed by mixing the primary colors.

Tertiary Colors: Yellow-orange, red-orange, red-purple, blue-purple,

blue-green & yellow-green
These are the colors formed by mixing a primary and a secondary
color. That's why the hue is a two word name, such as blue-green,
red-violet, and yellow-orang
 Core Competency: Develop Design Studies

Self-Check 1.1-3

Instructions: Read the questions carefully and answer it by

choosing the letter of the correct answer.

1. Person developed the first circular color diagram

A. Leonardo Da Vinci
B. Michael Angelo
C. Leonardo Di Caprio
D. Isaac Newton

2. The primary colors are:

A. Red, Green and Blue
B. Green, orange and purple
C. Red, Green, and Yellow
D. Red, Yellow and Blue

3. Green, orange and purple are:

A. Tertiary Colors
B. Secondary Colors
C. Primary Colors
D. None of the Above

4. The Tertiary colors are:

A. Red, Green, and Yellow
B. Red, Yellow and Blue
C. Yellow-orange, red-orange, red-purple, blue-purple, blue-
green & yellow-green
D. Yellow-orange, red-red-orange, red-red-purple, blue-purple,
blue-green & yellow-green

5. A color circle, based on red, yellow and blue, is traditional in the

field of art.
A. Color Wheel
B. Color Theory
C. Color Schemes
D. Color Circle
 Core Competency: Develop Design Studies

Answer key 1.1-3

1. D
2. D
3. B
4. C
5. A
Core Competency: Develop Design Studies

Job Sheet 1.1-3

Title :“Color Wheel and Color Schemes”

Performance Objective: Upon undertaking the steps and procedures prescribed

in this job sheet, you should be able to the knowledge
and relevant skills and attitudes you have to acquire in
receiving and interpreting design brief.

Supplies : Bond Paper(Coupon Bond), Learning Materials, Pencil, Eraser, Ruler,

Compass, Pen, Color Pens

Equipment : LCD, Computer

Steps/Procedure:

1. In the AVR, Watch the Instructional Video “Color Wheel” to learn more about
color theory, color wheel and color schemes.
2. On a sheet of Bond Paper, Create color wheel (Draw and color)
3. Identify the different color schemes using Triangle, Isosceles
Triangle, Square and Rectangle based on the Instructional

Video

4. Finally, Put the different color schemes on a sheet of Bond

Paper by drawing and coloring it.

Assessment Method:

Performance Criteria Checklist 1.1-3

 Core Competency: Create vector graphics using graphics applications

Core Competency: Create vector graphics using graphics applications

Performance Criteria Checklist 1.1.3

Trainee’s Name__________________________ Date ________________

Criteria YES NO

1. Color Wheel created on a sheet of Bond Paper (Drawn and colored

completely)

2. Identified the different color schemes orally

3. Different Color Schemes created on a sheet of Bond Paper (Completely

colored)

Comments/Suggestions:

Trainer: ___________________________ Date: ________

Visual Graphic Design NC III Page 19