“Develop success from failures. Discouragement and failure are two of the surest stepping stones to success.”
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.
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.).
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 relate
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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.
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, 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.
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:
a. Type copy: type select in according page of size set. It used 12 point in text matter.
1. Display type: larger 14 point type and used in book chapter, headlines.
2. Transfer type: it process type transfer at transfer sheet by carbon paper.
3. 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.
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.
Manual image generation:
a. Hand techniques: example- drawing with brush, pens, pencil.
b. Pressure sensitive image: acetate sheet with adhesion and set other sheet by pressure.
3. Clip art: ready image in pc and it is not effect enlargement or reduction of the image.
4. Cropping: unwanted area removed for the printed sheet and image.
5. Scaling art: enlargement or reduction of image.
6. Tint: create the illustration of different tones or color hues with a single color is called screen tint.
7. Sur-print: light background and image dark.
8. Reverse: dark background on light image.
9. Bleed: give cutting margin around printed image, text is called trimming but bleed cut the text and image.
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.
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.
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.