GEI006 NOTES

Visual Graphics Design

Prelim

GRAPHIC DESIGN

WHAT IS GRAPHIC DESIGN?

> The process of visual communication and problem-solving through the use of
typography, photography and illustration. The field is considered a subset of visual
communication and communication design, but sometimes the term "graphic design" is
used synonymously.

> Graphic design is the creation of visual compositions to solve problems and
communicate ideas through typography, imagery, color and form.

FUNDAMENTAL TYPE OF GRAPHIC DESIGN

1. Visual identity graphic design

2. Marketing & advertising graphic design

3. User interface graphic design

4. Publication graphic design

5. Packaging graphic design

6. Motion graphic design

7. Environmental graphic design

8. Art and illustration for graphic design

VISUAL IDENTITY GRAPHIC DESIGN

A brand is a relationship between a business or organization and its audience. A

brand identity is how the organization communicates its personality, tone and essence, as
well as memories, emotions and experiences.
 Visual identity graphic design is exactly that: the visual elements of brand identity
that act as the face of a brand to communicate those intangible qualities through images,
shapes and color.

Visual identity design is one of the most common types of design. Visual identity
graphic designers must possess a general knowledge of all types of graphic design in order
to create design elements that are suitable across all visual media. They also need excellent
communication, conceptual and creative skills, and a passion for researching industries,
organizations, trends and competitors

MARKETING & ADVERTISING GRAPHIC DESIGN

Companies depend on successful marketing efforts to tap into their target

audience's decision-making process. Great marketing engages people based on the wants,
needs, awareness and satisfaction they have about a product, service or brand. Since people
will always find visual content more engaging, graphic design helps organizations promote
and communicate more effectively.

Marketing designers work with company owners, directors, managers or marketing

professionals to create assets for marketing strategies. They might work alone or as part of
an in-house or creative team. Designers can specialize in a specific type of media (vehicle
wraps or magazine ads, for example) or create a broad assortment of collateral for print,
digital, and beyond. While traditionally print-centered, this type of design has grown to
include more digital assets, especially for use in content marketing and digital advertising.
EXAMPLES OF MARKETING GRAPHIC DESIGN

 Postcards and flyers

 Magazine and newspaper ads
 Posters, banners and billboards
 Infographics
 Brochures (print and digital)
 Vehicle wraps
 Signage and trade show displays
 Email marketing templates
 PowerPoint presentations
 Menus
 Social media ads, banners and graphics
 Banner and retargeting ads
 Images for websites and blogs

USER INTERFACE GRAPHIC DESIGN

• A user interface (UI) is how a user interacts with a device or application. UI design is the
process of designing interfaces to make them easy to use and provide a user-friendly
experience.

• A UI includes all of the things a user interacts with-the screen, keyboard and mouse but in
the context of graphic design, UI design focuses on the user's visual experience and the
design of on-screen graphic elements like buttons, menus, micro-interactions, and more.
It's a UI designer's job to balance aesthetic appeal with technical functionality.

EXAMPLES OF USER INTERFACE GRAPHIC DESIGN

 Web page design

 Theme design (WordPress, Shopify. etc.)
 Game interfaces
 App design

PUBLICATION GRAPHIC DESIGN

Publications are long-form pieces that communicate with an audience through public
distribution. They have traditionally been a print medium. Publication design is a classic
type of design -think books, newspapers, magazines and catalogs. However, there's
recently been a significant rise in digital publishing.

EXAMPLES OF PUBLICATION GRAPHICS DESIGN

 Books
 Newspapers
 Newsletters
 Directories
 Annual reports
 Magazines
 Catalogs

PACKAGING GRAPHIC DESIGN

Most products require some form of packaging to protect and prepare them for storage,
distribution, and sale. But packaging design can also communicate directly to consumers,
which makes it an extremely valuable marketing tool. Every box, bottle and bag, every can,
container, or canister is a chance tell the story of a brand.

Packaging designers create concepts, develop mockups and create the print-ready files for
a product. This requires expert knowledge of print processes and a keen understanding of
industrial design and manufacturing. Because packaging design touches so many
disciplines, it's not uncommon for designers to find themselves creating other assets for a
product such as photography, illustrations and visual identity.

EXAMPLES OF PUBLICATION GRAPHICS DESIGN

MOTION GRAPHIC DESIGN

Simply put, motion graphics are graphics that are in motion. This can include animation,
audio, typography, imagery, video and other effects that are used in online media,
television and film. The medium's popularity has skyrocketed in recent years as technology
improved and video content became king.

"Motion graphics designer" is a somewhat new specialty for designers. Formally reserved
for TV and film, technological advances have reduced production time and costs, making
the art form more accessible and affordable. Now, motion graphics is one of the newest
types of design and can be found across all digital platforms, which has created all sorts of
new areas and opportunities.

EXAMPLES OF MOTION GRAPHIC DESIGN

 Title sequences and end credits

 Advertisements
 Animated logos
 Trailers
 Presentations
 Promotional videos
 Tutorial videos
 Websites
 Apps
 Video games
 Banners
 GIFs
ENVIRONMENTAL GRAPHIC DESIGN

Environmental graphic design visually connects people to places to improve their overall
experience by making spaces more memorable, interesting, informative or easier to
navigate. Environmental design is a broad type of design here are some examples:

 Signage
 Wall murals
 Museum exhibitions
 Office branding
 Public transportation navigation
 Retail store interiors
 Stadium branding
 Event and conference spaces

EXAMPLES OF ENVIRONMENTAL GRAPHIC DESIGN

ART AND ILLUSTRATION FOR GRAPHIC DESIGN

Graphic art and illustration are often seen as being the same as graphic design, however,
they're each very different. Designers create compositions to communicate and solve
problems, graphic artists and illustrators create original artwork. Their art takes a number
of forms, from fine art to decoration to storytelling illustrations.

Even though graphic art and illustration are not technically types of graphic design, so
much is created for commercial use within the context of graphic design that you can't talk
about one without the others.

EXAMPLES OF GRAPHIC ART AND ILLUSTRATION

 T-shirt design
 Graphic patterns for textiles
 Stock images
 Graphic novels
 Video games
 Websites
 Comic books
 Album art
 Book covers
 Picture books
 Technical illustration
 Concept art

Graphic artists use any combination of media and techniques to create their work as they
collaborate with writers, editors, managers, marketers and art directors across all graphic
design types. They'll often have a foundation in fine arts, animation or architecture.
Overlapping skills and apps make it possible to find graphic designers who also work as
graphic artists and illustrators (and vice versa).

The term graphic design was coined by William Addison Dwiggins in 1922. The term
"graphic design" first appeared in print in the 1922 essay "New Kind of Printing Calls for
New Design"
HISTORY OF GRAPHICS DESIGN?

15,000 - 10,000 BC

The first known visual connection with photographs and symbols in the Lascaus caves in
the southern france.

3600 BC

The blau monument, the oldest artifact known to combine words and pictures ever. These
are a pair of inscribed stone objects from Mesopotamia now in the British Museum

105 AD

Chinese government official Isiai Lun or Cai Lun credited in inventine paper.

1045 AD

Pi Sheng invents movable type, allowing for characters to be individually placed for
printing
1276

Printing arrives in Europe with a paper mill in Fabriano, Italy

1450

Johann Gensfleisch zum Gutenburg credited with perfecting the system for printing type in
books.

1460

Alberecht Pfister was the first to add illustration to a printed book.

1470

Nicholas Jenson, considered one of the history's greatest typeface designers created the
new standard font for roman type.

1760

Industrial revolution begins, setting the stage for advances in graphic design.

1816

First sans serif font makes a subtle entrance as one line of a book. A beginning to one of the
most popular fonts.

1880

Development of halftone screen allows for first photo printed with a full range of skills.
1901

Frank Lloyd Wright - "The Art and Craft of the Machine" basic principles of modern
industrial design; future designers create prototypes for machine production.

1910

AEG (German General Electric). This is the beginning of 'corporate image.

1916

Dada movement. George Grosz, Hannah Hoch, Kurt Schwitters, Marx, Ernst, Marcel
Duchamp, Andre Breton, Hans Arp.

Dada was an art movement formed during the First World War in Zurich in negative
reaction to the horrors and folly of the war. The art, poetry and performance produced by
dada artists is often satirical and nonsensical in nature.

1917

The art movement called De Stiji, Dutch for "The style" was on the rise.
De stiji movement embraced an abstract, pared-down aesthetic centered in basic visual
elements such as geometric forms and primary colours. Led by painters Theo van Doesburg
and Piet Mondrian.

De stiji artists turned their attention not only to fine art media such as painting and
sculpture, but virtually all other art forms as well, including industrial design, typography,
even literature and music.

1919

The Bauhaus, a German school is founded, eventually providing the framework for modern
design.

Most influencial modernist art school of the 20 th century, one whose approach to teaching,
and understanding art's relationship to society and technology, had a major impact both in
Europe and the United States long after it closed.

Included artists like; Wassily Kandinsky, Josef Alverts, Laszlo Moholy-Nagy, Paul Klee and
Johannes itten, architects Walter Gropius and Ludwig Mies van der Rohe, and a designer
Marcel Breuer.

Constructivism movement originated in Russia. El Lissitzky, Alexander Rodchenko,

Vladimir Taltin, Naum Gabo.

Constructivism was an artistic and architectural philosophy that originated in Russia

beggining 1919 by Vladimir Tatlin. This was a rejection of the idea of autonamous art. He
wanted to "construct" art.

The term "construction art" was first coined by Kasmir Malevich in reference to the work of
Aleksander Rodchenko. Graphic Design in the constructivism movement ranged from the
production of product packaging to logos, posters, book covers and advertisements.
1932

• Stanley Morison oversees design of Times New Roman font, commissioned by the Times
of London.

• Times New Roman is serif typeface commissioned by the British newspaper The Times in
1931, created by Victor Lardent. It was commissioned after Stanley Morison of the English
branch of printing equipment company Monotype criticised the Times for being badly
printed and typographically antiquated.

1932

Stanley Morrison oversees design of Times New Roman font commissioned by the Times of
London.
1947

Swiss design: Armin Hofmann, Emil Ruder. Use of sans-serif typography, grids and
asymmetrical layouts. Combination of typography and photography as a means of visual
communication. The primary influencial works were developed as posters, which were
seen to be the most effective means of communication.

1950

The New York School: Paul Rand, Alexey Brodovich, Henry Wolf, Herb Luvalin, George Lois.

The term New York School usually refers to both the younger Abstract Expressionists
sometimes also known as 2nd generation Abstract Expressionists and artists directly
influenced by this movement.

1956

Paul Rand designs IBM logo using City Medium typeface.

1957

Max Miedinger designs Neue Haas Grotesk font, later renamed Helvetica.

Max Miedinger was a Swiss typeface designer. He was famous for creating the Neue Haas
Grotesk typeface in 1957 which was renamed Helvetica in 1960. Marketed as a symbol of
cutting-edge Swiss technology, Helvetica went global at once.
Between 1926 and 1930 Miedinger trained as a typesetter in Zürich, after which he
attended evening classes at the Kunstgewerbeschule in Zürich.

Logos who used Helvetica Font

1960

Pop art; Pentagram design: Colin Forbes, Theo Corsby: Scandinavian Designer: Alvar Aalto.

Pop Art is well-known as a late1950's, early 1960's art movement and was a reaction to
Abstract Expressionism and the new consumer culture in the United States. Pop artists
generally wanted to make art that was 'cool' as opposed to the strong emotion of Abstract
Expressionism; Images were generally taken from advertising and the contemporary
world.

1969

Douglas Engelbart develops first computer mouse, setting the stage for the future tool of
graphic design.
1990

Photoshop version one is released.