“Develop success from failures. Discouragement and failure are two of the surest stepping stones to success.”
GRAPHIC DESIGNING DEPARTMENT
Definition: Graphic design is an art and a skill, both of which are mastered only after year of study and practice. It designer art is in imagining and creating a graphic image that will meet a specific need.
1. Introduction to Design
2. Introduction to Graphic Design
3. Introduction to Printer’s Design
4. Concept of Graphic Arts
5. Concept of Graphic Communications
6. Steps Involved in Graphic Communications
7. Making the Print Work
DESIGN AND TYPOGRAPHY ELEMENTS:
Design terms:
a. Point: it is an element which can be seen clearly either as a visual structure or as an action in a visual element.
The initial letter of a printed page a real point.
b. . Line: extend a point and get a line (curved, straight, dotted, vertical, horizontal, and diagonal).
c. Space: four type, 1. Letter spacing, 2. Word spacing, 3. Line and 4. Paragraph spacing.
d. Shape: an area enclosed by lines is usually perceived as a whole entity or shape (circle, square, triangle, rectangular).
e. Size: it refers to its body not its face. A face with a bigger X- height. Big size with big X-height.
For newspaper – 7 to 8 point size
Publication – 9 to 12 point size
(Newspaper in Devanagri) – 8 to 10 point
(Publication in Devanagri) – 12 to 14 point.
f. Scale: used for measure of type.
g. Color: color is a complex visual sensation (hue and Chroma).
h. Tone: tone is a lightness or darkness. It have various degree-shinning to dull and smooth to rough. (light to dark)
i. Texture: smooth to very rough surface and hard to vary soft for example, a drawing on hand-made paper by crayon suggests roughness of a ploughed field. (Glossy or matt).
Design consideration:-
a. Balance: it is gravity and it visual weight of an image on the printed sheet depend on the image size, color and density in relation to other images on the sheet.
It is equal weight of full page.
Three kinds of balance:-
1. Formal balance: wedding and other formal invitation.
2. Informal balance: visual balance their sizes weight and position.
3. Radial and subjective: out of balance and complete freedom but near optical center.
b. Dominance: it is communicate a message. Its helps by achieved contrast and used some lines larger, bold faces, italic, underlining, special effect.
c. Proportion: it relation size. It has select margin two side equal and top more other two and bottom is larger other three sides.
d. Unity: individual element of a design must relate to each other and to the total design, so that they hold together.
e. Contrast: it is used for attention contrast can be achieved by making one of the item bigger in size. An unusual shape can create contrast light element stand with darker element. Rough texture to smooth texture.
f. Harmony: harmony refers in terms of tone, shape or design characteristic.
1. Shape harmony is illustration, body copy and headline are design in rectangular shape.
2. Tone and texture: individual character, including figures, signs and same some style (whiteness, greyness, darkness).
g. Rhythm: rhythm is regular repetition of similar line, shape and tone or color.
For example: a newspaper page is an example of rhythm in graphic design its column grid form a repeating pattern on the page.
h. Syntax: visual language is an emotional language and artist use this language express their ideas and create a visual composition with proportion, balance, rhythm and contrast, harmony and unity.
UNIT-2
Colour
Emotional Effect / Association
Red
Energy, excitement, urgency
Blue
Calmness, trust, reliability
Green
Nature, freshness, health
Yellow
Happiness, attention-grabbing
Orange
Creativity, warmth
Purple
Luxury, creativity, sophistication
Black
Elegance, power
White
Purity, simplicity
Designs in package graphics are categorized based on style and visual characteristics:
COLOR ELEMENTS
Color is most important element in the world. We see myriad color around us in the world. We have special ability to see color and distinguish between millions of colors in their various shades.
Color wheel:
Cool Color: Blue to Green
Warm Color: Yellow to Red
Additives color: Additive colour mixing is creating a new colour by a process that adds one set of wavelengths to another set of wavelengths. The additive colours are red, green and blue, or RGB. Additive colour starts with black and adds red, green and blue light to produce the visible spectrum of colours.
Subtractive colour: Subtractive colour mixing is creating a new colour by the removal of wavelengths from a light with a broad spectrum of wavelengths.
Primary colour: primary colour of printers is Red, Blue, & Yellow and primary colour of light is Red, Blue, & Green.
Secondary colour: These are colour combinations created by the equal mixture of two primary colours. On the colour wheel, secondary colours are located between primary colours. According to the traditional colour wheel, red and yellow make orange, red and blue make purple, and blue and yellow make green.
Color schemes: color schemes choose color from color wheel which is carry twelve color. Graphic designers have divided them into two groups: warm and cool color.
Complementary scheme: complementary scheme used color opposite to each other on the wheel which have nothing common in both color.
Analogous scheme: colors that are adjacent to each other on the wheel which are more harmonious.
Split complementary: split complementary scheme is a scheme that used adjacent of complementary colors.
Triad scheme: the combination of three color that are approximately equidistant on the color wheel is called triad scheme.
Monochromatic color: when uses different values and strength of a single hue is called monochromatic scheme.
Terminology of Typography:
Alphabet design:
a. X-height and body height: space between mean line and base line is called x-height.
b. Ascender: letter extends above the X-height is called ascender.
c. Descender: letter extends below the X-height is called descender.
d. Stroke: stroke is thickness of the line of character.
e. Stress: it slant of the character and visual stress.
f. Serif: serif are the small strokes of character in top or bottom.
Display initial: General term for display type, or type set in larger-than-text size for use in headlines and other such applications.
Ligatures: two or more characters designed as a distinct unit and commonly available as a single character. There are five f-ligatures (fi, fl, etc.) plus the diphthongs (Æ, Œ, etc.).
a. Typography is the art and technique of arranging type to make written language legible, readable, and visually appealing.
b. Functions:
1. Communication: Convey information effectively.
2. Aesthetics: Enhance visual appeal of printed material.
3. Hierarchy & Emphasis: Differentiate headings, subheadings, and body text.
4. Brand Identity: Typography contributes to recognition and personality.
5. Design aspects: Letterforms, spacing, line length, alignment, and consistency.
a. 2D Types: Flat, printed or digital letters, e.g., letters on paper or screen.
b. 3D Types: Physical, sculptural type used in letterpress printing or signage, cast from metal or carved from wood.
a. Body / Face: The main visible part of the character.
b. Serif: Small decorative strokes at the ends of characters (in serif fonts).
c. Stem: Main vertical stroke of the character.
d. Bowl: Rounded part of letters like “b” or “d”.
e. Counter: Empty space inside a letter, e.g., “o” or “e”.
f. Ascender: Part of a letter that rises above x-height, e.g., “h”.
g. Descender: Part of a letter that goes below baseline, e.g., “g”.
a. Point Size: Height of the type from top of ascender to bottom of descender.
b. Pica: 1 pica = 12 points.
c. Leading: Vertical space between lines of text.
d. Tracking / Letter Spacing: Space between letters uniformly.
e. Kerning: Space adjustment between specific pairs of letters.
a. Modern typography uses computer-based typefaces for flexibility and scalability.
b. Advantages: Scalable, consistent, and easier to modify and apply across platforms.
a. PostScript Fonts (Type 1):
b. Developed by Adobe, used in professional publishing.
c. Smooth scaling, good for high-quality printing.
a. Alphabetical Arrangement: Organize fonts or types by letters.
b. Numerical Arrangement: Used for size, style, or numbering systems.
c. Categorical / Classification Arrangement: Group by style, serif, sans-serif, decorative, or modern fonts.
UNIT-3
Element of type design:
1. Font and typeface: A font is a set of characters of a single size, width, and style. For example, if you use Times New Roman, regular, 12-point in a document, that’s a font. A typeface consists of sets of similar fonts of different weights, widths, and styles. In simple terms, a typeface is a family of related fonts.
2. Alphabet categories:
a. Roman : roman with serif different style
b. San serif: without serif
Like: triumvirate
c. Square serif: stroke is thickness and square shape
d. Text: text typeface attempt or recreate the feeling of the era of medieval scribes. It is used wedding invitation and difficult read.
e. Script: it is feeling hand writing.
f. Occasional: it other grouping. Its novelty and decorative labels used.
Type family: Different design but same family like bold, light, italic or extra bold.
Sizes different but same family 6 to 48 or 72 point.
Choosing type and set type:
Choosing type: good readability and legibility.
1. Readability: easily read.
a. Writer idea.
b. Language.
c. Construction of sentences.
d. Reader interest.
2. Legibility: easily understand and clarity of letter in the type composition.
Type sizes:
1. Text matter for 5 to 12 point, 8 to 14 point in Devanagri font.
2. Display: 12 to 14 point or up to 72 point.
Spacing:
Determining the page margin: format of typesetting.
1. Justified.
2. Left aligned
3. Right aligned
4. Centered
5. Free
Line length: 16 to 20 pica line length when 8 to 10 point size type used.
Mixing typeface and size: in this use same family letter when you use contrast and make harmony.
1. Leading, Kerning and tracking: These are aspects of typography that are related to spacing. Leading (pronounced “ledding”) is the space between lines of text. Kerning is the space between two individual characters, which is generally designed by the type designer but can often be tweaked. Tracking refers to the overall letter spacing of an entire word or passage of text. Adjusting the space can make a block of text feel open or crowded. This can therefore affect ease of reading and cognitive load.
2. Color: Though the color of text is limited in most types of print, an online medium allows you to make use of color. Text color should be chosen with care. The right combinations of text and color can emphasize your message, make it more attractive to readers, and aid in understanding. The right font color makes your text stand out and conveys the right tone of the message. Getting it wrong can result in a messy presentation and text that clashes with the message.
3. Hierarchy: A hierarchy is the order in which different pieces of text should be read on a page or screen. Creating this hierarchy in text is a vital function of typography. This hierarchy distinguishes text that should be noticed and read first from less important or more detailed text that should be read last. You can use different elements to create a hierarchy of text: text size, the color of text and its surroundings, contrast, and positioning or alignment. For instance, newspaper and blog articles use different fonts and font sizes to create a hierarchy. The large font sizes and weights of the headline and subheadings encourage you to read them first, while the smaller text size of the rest of the article means that you will read them later.
4. Consistency: It’s important to keep the design of your document consistent from one page to another or one slide to another. Using consistent background and text colors helps readers connect the different sections, while a document or presentation that has different fonts, colors, and designs on each page will look messy and be difficult to read and understand. To keep your typefaces consistent, never use more than three fonts in a single document. The text size should be in keeping with the text’s position in the hierarchy: establish one font size and type for the main title, another font size for headings, another for subheadings, and the smallest size for the body text.
5. White Space: While other elements of typography focus on the letters themselves, white space (or negative space) is the space around the text and images. Readers may not notice white space specifically, until there is too much or too little. Using the appropriate amount of white space makes it easier to read the text and helps readers understand the connections between different parts of the text.
1. Design Style:
2. Grouping of Type Faces:
3. Type Families:
4. Introduction to Indian Type Faces:
5. Function of Type Composition:
6. Readability and Legibility:
7. Concept of Spacing: Spacing is crucial in type design and affects readability.
LAYOUT PREPARATION:
1. Copy-fitting: fit the all character in the page setting the full page according manuscript and easily read.
2. Art copy: art copy is illustration. It is two types.
a. Line: illustration drawn with pens only thickness of lines change but tone and dense same.
b. Continues tone: same line but include shade, light, middle, dark area tone.
Light: white, Middle: grey, Dark: black
Page design:
1. Type copy: type select in according page of size set. It used 12 point in text matter.
2. Display type: larger 14 point type and used in book chapter, headlines.
3. Transfer type: it process type transfer at transfer sheet by carbon paper.
4. Body copy: text matter.
Manual page design:-
1. Measuring type: some type size larger than other type like- W, M, K etc. rule 2/3 formula and 32 point calculation with 2/3 formula.
2. Type face: extrabold, bold, regular, italic, light.
3. Font: a font was a particular size, weight, and style.
4. Style: bold, italic, shadow, strike.
5. Type of family: alphabet categories.
6. Spacing: space between two words for 2ens, letters for em, line for 2 to 5 point, paragraph for 6 point.
7. Solid set: first paragraph is above in 9 point size and second is 12 point size and line spacing according point size and type.
Space set in:
Left to right margin use points.
Top to down margin use picas.
Design steps:-
1. Thumbnail: create page small quick, pencil, arrangement type, line drawings, and white space.
2. Rough: correction thumbnail sketch same size and actual wording and carries all necessary printing information, like (trimming, perforation, folding-mark).
3. Comprehensive: it is used customer approved the rough, duplicate the product, like (page layout, graphics, color).
4. Final layout: a mechanical is a camera ready, made form detailed on the rough as a sample.
5. Dummy: make as original dummy.
ILLUSTRATIVE ELEMENTS:
Original: Any copy whether it is a mechanical, artwork or other material form which reproductions are to be made is called as an original. Its camera ready artwork, drawings, printing, photographs, transparencies, black and white or color prints.
Type of original:-1. Reflection original: opaque substrate. 2. Transmission original: transparency
Classification of original:
1. Line original: it have no gradation of tone and no intermediate tones. The image is produced by clear distinct lines, or other shapes of uniformly solid areas. Ex-pen and ink, paste up paper form phototypesetter, type written.
Two type of line original:-
a. Monochrome line: black and white.
b. Color line: Multi-color
2. Continuous tone original: consists variety of gradation between highlight (lighter), mid-tone (neutral), solid (darkest area).
Two types of continuous original:-
a. Monochrome tone:-
b. Color tone: like pencil, charcoal, crayon and digital media such as photo CD.
3. Color original: pictures representing line and tone in color are called color original.
Three type of color original:
a. Photographic color print: color film used.
b. Photographic color transparencies: high contrast film.
c. Artist’s color original: painting.
4. Halftone original: in which detail and tone value are represented by a series of evenly spaced dots of varying size and shape.
Three types of halftone original:-
a. Black and white: original consists of a pattern of black dots of various sizes that represent tones of gray, like-newspaper and magazine.
b. Color halftone: as series of dots in cyan, magenta, yellow and black-like color newspaper, magazine, books.
c. Digital: when you scan image form digital camera, you can produce digital halftone and depend on the (LPI) and screen used may be specified in your printer PPD (postscript printer drive).
5. Merchandise: sample received from supplier.
Unit – 4
1. Introduction to Computer in Design:
2. Introduction to Desktop Publishing (DTP):
3. Introduction to Desktop Designing:
4. Introduction to Designing Software:
5. Uses and Applications of Design Software:
6. Advantages of Prominent Design Software:
7. Limitations of Design Software:
1. Software:
a. Page layout: it software basically used for editing of text and page making up with a perfect scaling of the word phrases and placement of graphic.
1. Page maker (adobe page maker)
2. Quark express.
b. Word processing: it purpose for typing and used for justification, hyphenation spelling checking, editing configuration, configuration justification.
1. Microsoft word (MS-word)
2. Word star
c. Pixel based graphic editing software:-it used for photo and graphic editing as Photoshop and Corel photo paint. (Small square box (halftone).
1. Photoshop (adobe Photoshop)
2. Paint
3. Corel photo paint
d. Vector based illustration software: it used for designing graphical dimensions basically geometrical designing. It used for making logos and graphic design. It is also called line photography.
It writes true level to post script code which can be output on any post script image-setter.
It always give high resolution and easily editable without losing image quality.
Page layout software:-
1. Alignment software
2. Automatic threading
3. Color separation for printing plate.
4. Frames: rectangular and circular boxes.
5. Graphic cropping: removed unwanted portion.
6. Grid lines: display positioning of text and graphics.
7. Imposition: proper page sequence
8. Indexing: index and tables of contents.
a. Layer: provides the ability to stack text or graphics on top to one another.
9. Master page: automatic layout, pagination, header and footer and graphic element for multiple pages.
10. Object grouping: enables various text and graphic objects to be combined so they can be moved as a single object.
11. Page size wide variety
12. Printer’s mark: print crop and registration marks.
13. Spacing
14. Spell checking
15. Style:- typographical and layout
16. Text curving: give angle.
17. Typography: different type, typeface, color and dropped capital.
Quark express:
Quark express suitable in the Mac and windows is still a power house publishing platform despite strong competition from adobe. It multi-language support.
Word processing software:
1. Editing features: any types of correction (inserted, deletions, modifications).
2. Permanent storage:
3. Formatting features: any style (bold, italic, underline).
4. Graphic: insert drawing and clipart.
5. Object linking and embedding (OLE): you can use to share information through object like charts, equation, video clips, audio clips, pictures.
6. Spell check
7. Mail merge: sent to invitees.
8. Facility of cut , copy, and paste
9. Search and replace text.
10. Justification and indentation.
11. Pagination: after breaking the page new page start.
12. Importing & exporting text.
Pixel based software:
Object should not be changed should not be edited ultimately the quality of picture.
If image is rotate or skilled it needs to recreate every pixel in an image always some loss of information.
The change of size in a large extent is not desirable.
Pixel based graphics are at the fixed resolution and cannot print at high resolution.
Pixel based files that have a high enough resolution to produce printable quality are measures in MB.
1. Starting a new page: new page dialog box allows the users to indicate the image size, resolution and color mode and set margin.
2. Tool box: it used to draw, paint, erase four type of tools-
a. Selection
b. Painting
c. Viewing
d. Specialized
3. Working on menu:
a. File menu: open, close, save, export, print.
b. Edit: cut, copy, paste, undo
c. Image: choosing a color mode, changing image size, rotation.
d. Filter menu: bring dozens of physical change to an image.
5. Working with layer: this tool allows the user to combine image and create collages by working on one part of an image at a time.
6. Merging layer:
7. Selection tool: select a specific piece of a picture, any of the selection tool-marquee, lasso or magic wand.
8. Cutting, copy, and cropping.
9. Image scanning: user scanner.
10. Digital printing: picker tool.
Two available color foreground and background fill by brush /pencil tool.
11. Image alternation: image tuned into an imitation of an oil printing, water color, drawing and filters used for special effect.
12. Masking: option enable the user to apply changes to an image selectively, prospecting part of the image that he does not want to change.
13. Adding type: type image in pixel form in Photoshop. They can be give special effect.
14. Save file: JPEG, TIFF and EPS.
Vector based software
Object are infinitely editable.
It not loss of detail.
Increasing and decreasing size to any degree with high quality.
Object are highest resolution print. It to be printed at any PS printer at the high resolution.
Object create small files in KB.
1. Create an object: separate element is called object. An object’s edge is called path. Some corel draw tools create closed path object, closed path can be filled with color.
2. Modify an object: first be selected and job according handling.
3. Fill an object: uniformly filled with a spot or process color.
4. Special effect: blends create a no. of intermediate object, the user add the illustration of distances depth, and shadow effect and power clip is used to place one object to inside another.
5. Handling text: outline and registration text can be converted to curve.
6. Change view: zoom and full screen preview for easy change to make editing drawing.
7. Place object: in dialog box this option give and it used for guidelines, grid lines, alignment, rules.
8. Import & export:
9. Print document: printer user
Design process and guidelines:
a. Make a thumbnail sketch.
b. Apply the design rules.
10. Check the check on screen.
11. Send font file with print document.
12. Print a draft and proofread it.
13. Print the document.
Users of desktop publishing system DTP system can be used by an individual like journal and artist. He is make manuscript in PC.
Magazine editors: typeset quality pages showing the layout, graphics. Corporate or business house can produce brochures, direct mail.
1. Introduction to Printing Processes for Design Perspective:
2. Selection of an Appropriate Printing Process:
3. What is 3D?
4. Visualizing Three-Dimensional Effects from 2D Drawings:
5. Perspective:
6. Understanding Scale and Proportion: