I found a really great book on ebrary called Visual Design Fundamentals : A Digital Approach (3rd Edition) by Mike Clayton and Alan Hashimoto. Just as the last book taught me the basics of web design, this one is teaching me the basics of graphic design for both print and digital media. This was a great confirmation for me because I've been primarily self taught, but it showed me that I've been on the right track even though I still have much to learn. These are my notes so far...


Chapter 1: Design Elements

*main objective of a graphic designer: to communicate visual information in a unique and efficient way

Elements of design -
- Line- foundation that can create the illusion or impression of the rest of the elements (except color)
 Visual: ______________________________________________
 Implied ( a true line that cannot be seen because it has no width) - - - - - - - - - - - - - -
o Line direction: feeling of movement created by the structure and placement of elements in a composition.
 Vertical - strength and stability
 Horizontal - peace and tranquility
 Diagonal- motion and tension
- Shape - Shape has both length and width and is 2D without mass or depth. * element that communicates the identity of objects most immediately and directly
o Realistic- presented as seen in nature without manipulation: used to communicate with a mass audience (no need for interpretation
o Distorted- changed/manipulated but still recognizable as natural objects: can de/emphasize a shape to express a feeling or idea
o Stylized- combo of everything at varying degrees to establish a unique look
o Abstract- reducing a natural shape to its simplest form (trademarks/symbols)
o Nonobjective- no recognizabable visual representation. Absent of subject matter but can carry emotional content

o Rectilinear- sharp and angular, mechanical and geometric: man-made
1910-1920
 Cubism- the breaking up of space and realism into abstract or nonobjective shapes or forms
 Futurism- (Italy) glorification of the machine and denunciation of classical art and culture of the past. Motion, dynamics and speed
 Constructivism- a movement that incorporated minimal, geometric, and orderly nonobjective shapes with an idealistic attitude that tried to find a new approach to art and architecture that could deal with the social and economic problems of the day
1920s and 30s
 Art Deco- geometric simple shapes and streamlined design of machins
o Curvilinear- organic, curved,x round. Based on life forms that exist in nature
1880s and 90s
 Art Nouveau- decorative art style characterized by detailed patterns of curves and shapes
1970s
 Psychedelic art- influenced by 60s hippie culture. Borrowed from Art Nouveau, Op Art and Pop Art. Bright colors, organic shapes and decorative typefaces
- Negative space- empty area surrounding a positive shape: nonobjective shapes make figure/ground less definite (when designing positive shapes we also design negative space)
- Volume- three dimensional visuals that have length, width and depth
- Value- light and dark(absence of light)
- Color- an element of light
o Subtractive- color produced from reflected light
o Additive- color made from emitted light (computer moniter)
- Texture- surface quality of an object
o Tactile- felt
o Implied- seen but not felt (illusion of texture)


Chapter 2: Principles of Design
(how to use the elements of design)



- *Gestalt theory of visual perception: humans inherently look for order or a relationship between various elements. They observe and analyze individual parts of an image as separate components and have the tendency to group these parts into a larger, greater image that may be very different from the components
o Unity/harmony- similarity in placement, direction and/or shape
 Using line (leading, flush, justified)
 Using placement- group elements together and away from picture frame
 Using type- headline close-spaced =fast-pace: headline wide-spaced = slow and steady
 Using repetition and line/shape or rhythm (predictable, alternating and progressive)
 Using value- unified composition
 Using continuity- something is carried over or connected to another element (using grids for layouts)
o Variety- introduces interest through contrast.
 Using line
 Using visual weight- the feeling that a design element is heavy or light depending on the attention its given
 Using contrasting shapes
o Focal point -
 Using contrast (shape, line direction, diff. values, color)
 Positioning- setting one element apart from the rest
o Visual hierarchy –
 when multiple focal points are present, must have varying degrees of emphasis so as not to distract from one another
 accent- lesser focal point
 pattern- design w/out focal points that repeats elements
o Balance (symmetrical/classical/formal, asymmetrical, radial)
 Uses a fulcrum- balancing point at center of the composition



Chapter 3: Problem Solving and the Digital Process
- Content – the subject matter, concept or solution to a design problem
- Form – actual physical visual created as a final finished object or image
- Process- procedure and steps necessary for the creation of a visual
o Conceptual – thinking,
1. Research and define the problem
o Production - doing