Transcript Graphic Design Principles

Creating
Your
Company
Logo
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Incorporating Graphic
Design Principles
Balance, Unity, Contrast, Emphasis,
Line, and Color
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Balance
The act of comparing or estimating two
things, one against the other, and the
contrast between:
•
Empty space (white space) and filled space
• Text and images
• Color, no colors, and different colors
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Balance
Symmetrical (or formal balance)
is achieved when all of the elements on the
page are of equal weight and are placed
symmetrically on the page. If a line were drawn
through the exact center, it would divide the
design elements in half.
Asymmetrical (or informal balance)
may be achieved when the value, size, and
location of unequal elements on a page are
moved to become proportionate.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Asymmetrical
Balance
Apple Web Design and Communication
Symmetrical
Balance
© 2002 Apple Computer, Inc
Unity
• The correct balance
of composition or
color that produces a
harmonious effect
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Emphasis
• To express with
particular stress or
force
What message is
stressed here?
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Lines
• Lines can be straight
or curved.
How are lines used in the
graphic on this slide?
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Lines
• Lines can indicate
motion or direction.
How are lines used in the
graphic on this slide?
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color and Contrast
• Hue is another word
for color.
• Using color can
enhance or detract.
• Color wheels help
determine which colors
are in greatest contrast.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Wheels
Analogous colors are
colors that are adjacent on
the color wheel.
This logo has analogous color harmony on the bottom
illustration. The bottom illustration seems to stand for
squeezing fruits which is the way they make juice.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Wheels
Complementary colors are
colors opposite each other
on the color wheel.
This logo demonstrates the use of complementary colors. The
complementary color scheme offers stronger contrast than any
other color scheme, and draws maximum attention. The
challenge is that this scheme can be harder to balance than
others.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Wheels
A triadic color scheme
uses colors that are
evenly spaced around
the color wheel.
Triadic color scheme offers strong visual
contrast while retaining harmony and
color richness.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Use of Color
Think about color psychology as you create your
logo. Many colors are associated with specifics
feelings. Our reaction to color is almost
instantaneous and has a profound impact on the
choices we make everyday.
Let’s try a color quiz… just for fun!
In your notes, jot down your answers to the
following questions.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
1. What color is the most attention-getting?
a. Black
b. Yellow
c. Red
Correct answer: c. Red
Experts say red attracts the most attention.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
2. Villains usually wear what powerful color?
a. Black
b. Yellow
c. Red
Correct answer: a. Black
Villains often wear black. Remember the "bad guy" in the
black hat in western movies.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
3. What color is associated with royalty?
a. Black
b. Yellow
c. Purple
Correct answer: c. Purple
Purple, or violet, is the traditional color of royalty.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
4. People lose their tempers most often in rooms of
what color?
a. Black
b. Yellow
c. Purple
Correct answer: b. Yellow
People get angry the most, and babies cry most often, in
yellow rooms, according to scientific research.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
5. Hospital rooms are often painted in what relaxing
color?
a. White
b. Green
c. Pink
Correct answer: b. Green
Green is the easiest color on the eye and it causes people to
relax. Therefore hospital rooms are often green, as are
waiting rooms for guests appearing on TV, the so-called
"green rooms."
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
6. In ancient Rome, public servants wore clothes of
what color?
a. Blue
b. Brown
c. Red
Correct answer: a. Blue
The blue outfits worn by Roman public employees endure
today in blue uniforms for police and other professions.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
7. What solid, reliable color implies genuineness?
a. Green
b. Brown
c. Black
Correct answer: b. Brown
The color of earth’s soil, brown, indicates genuineness.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Color Quiz
8. What is the least appetizing color?
a. Yellow
b. Blue
c. Black
Correct answer: b. Blue
Tests show blue is the least appetizing food color because it
is rare in nature, and because spoiled food often turns blue.
Red, on the other hand, increases the appetite. Many
restaurants are decorated in red.
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Common Color Associations
Black →
Power, Authority, “Bad Guy”
White →
Purity, Innocence
Red →
Attention, Fast, Love
Blue →
Peace, Loyalty (most popular color)
Green →
Nature, Wealth, Relaxation
Yellow →
Cheerful, Attracts Attention
(can have negative impact if it is not used selectively)
Purple →
Royalty, Luxury, Sophistication
Brown →
Solid, Reliable, Natural
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Summary
• The basis of good graphic design is thoughtful
application of design elements, including balance,
unity, contrast, emphasis, line, and color.
• Clearly identify what you are trying to accomplish
and use design to convey your message.
• Your logo should:
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be simple (but powerful)
accurately represent the image of the business
convey an instant message
be memorable
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Review
1. What does the word hue mean?
2. What is balance (in terms of design
principles)? Identify two forms that we
discussed.
3. Why is it important to consider color when
creating a logo?
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Using Graphics in MS Word
Microsoft Word is not the best software to use for creating graphic design
but because it is what we have access to, we will be exploring the tools
available to use in creating your logo.
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After a quick overview, you will be asked to demonstrate your
ability to do the following:
Insert a text box
Insert an auto shape
Change the color and style of the line
Change the color of the fill
Add another auto shape
Demonstrate layering by showing how to move one to the
front.
Add text to one of your auto shapes
Group the two shapes together as one
Apple Web Design and Communication
© 2002 Apple Computer, Inc
Assignment
Now it is your turn!
You will create a logo and tagline for your
business. The first step is to brainstorm,
sketch out some options and obtain
feedback from others.
Apple Web Design and Communication
© 2002 Apple Computer, Inc