1	
  
FUNDAMENTALS	
  OF	
  DESIGN	
  
[design	
  elements]	
  
Lecture	
  01	
  
2	
  
Agenda	
  
•  Design	
  elements	
  
•  Exploring	
  basic	
  shapes	
  
•  Using	
  line	
  to	
  create	
  a	
  bo...
3	
  
What	
  is	
  design	
  
why	
  every	
  creaGve	
  needs	
  to	
  be	
  a	
  
designer	
  
4	
  
5	
  
6	
  
7	
  
the only thing that’s not
designed is nature	

	

Dave Kelly, IDEO	

“	

”
8	
  
business people don’t just
need to understand designers
better; they need to become
designers	

	

Roger Martin, Dea...
9	
  
tell me, what is design?
10	
  
redesign of a shopping cart
11	
  
What is design?"
•  Design?

design is a process

how best you to break the problem up until you find
the simplest s...
12	
  
13	
  
characteristics of
design?
14	
  
user-centered
15	
  
creativity & exploration
16	
  
interdisciplinary
17	
  
holistic
18	
  
fit
19	
  
aesthetic
20	
  
Design process
21	
  
22	
  
the designer’s
toolbox
23	
  
team
24	
  
ideation
25	
  
How
•  Always	
  begin	
  with	
  a	
  good	
  Idea	
  
•  Things	
  to	
  consider:	
  
•  How	
  to	
  generate	
...
26	
  
Always	
  begin	
  with	
  a	
  good	
  idea	
  
•  Great	
  design	
  is	
  difficult	
  to	
  teach	
  
•  Once	
  ...
27	
  
How	
  to	
  generate	
  an	
  Idea	
  
problems
research
brainstorm solution
+
28	
  
•  Brainstorming	
  is	
  a	
  popular	
  tool	
  that	
  help	
  you	
  
generate	
  crea8ve	
  solu8ons	
  to	
  ...
29	
  
The	
  rule	
  of	
  1%	
  
30	
  
When	
  do	
  I	
  know	
  the	
  Idea	
  is	
  right?	
  
31	
  
prototyping
32	
  
Genera8ng	
  Ideas	
  on	
  the	
  computer
33	
  
Format	
  
•  The	
  page	
  is	
  blank;	
  where	
  do	
  you	
  start?	
  
•  All	
  design	
  begins	
  with	
 ...
34	
  
35	
  
Open	
  Illustrator	
  
File	
  >	
  New	
  
	
  
PROJECT	
  1:	
  BLANK	
  CANVAS	
  IN	
  AI	
  
	
  
36	
  
37	
  
h]p://tv.adobe.com/watch/learn-­‐illustrator-­‐cs6/
seang-­‐up-­‐a-­‐new-­‐document/?go=13254	
  
38	
  
	
  
PROJECT	
  2:	
  COLORED	
  BACKGROUND	
  	
  
	
  
39	
  
PPT	
  Background	
  
40	
  
Designing	
  for	
  Print	
  –	
  SeSng	
  Up	
  Crops	
  and	
  Bleed	
  
bleed
3mm
41	
  
A4 Paper = 210mm x 297mm
210mm + 6mm = 216mm
297mm + 6mm = 303mm
Total Document Size = 216mm x 303mm
42	
  
43	
  
margin
44	
  
SeSng	
  Bleed?	
  
45	
  
Setting crops
46	
  
how does your design
communicate
47	
  
Good	
  design	
  structure	
  is	
  a	
  result	
  of	
  correct	
  use	
  of	
  
Deign	
  Principles	
  
48	
  
The	
  Four	
  Primary	
  Design	
  Elements	
  
•  Line	
  
•  Typography	
  
•  Shape	
  
•  Texture	
  
49	
  
The	
  Four	
  Primary	
  Design	
  Elements:	
  Line	
  
•  Lines	
  can	
  be	
  used	
  to	
  divide	
  space	
 ...
50	
  
	
  
CREATING	
  LINES	
  IN	
  AI	
  
LINE	
  TOOL	
  	
  
PEN	
  TOOL	
  
	
  
51	
  
§  The	
  art	
  and	
  technique	
  of	
  prin8ng	
  
§  The	
  study	
  and	
  “process”	
  of	
  typefaces	
  ...
52	
  
§  The	
  art	
  and	
  technique	
  of	
  prin8ng	
  
§  The	
  study	
  and	
  “process”	
  of	
  typefaces	
  ...
53	
  
§  The	
  art	
  and	
  technique	
  of	
  prin8ng	
  
§  The	
  study	
  and	
  	
  process”	
  of	
  typefaces	...
54	
  
§  The	
  art	
  and	
  technique	
  of	
  prin8ng	
  
§  The	
  study	
  and	
  process	
  	
  of	
  typeface	
 ...
55	
  
Typography	
  
•  Conveys	
  mood	
  
•  Communicates	
  aatude	
  
56	
  
	
  
CREATING	
  TEXT	
  IN	
  AI	
  
TEXT	
  TOOL	
  
	
  
57	
  
	
  
PROJECT	
  4:	
  Poster	
  Design	
  
	
  
	
  
58	
  
59	
  
60	
  
61	
  
CREATING	
  SHAPES	
  IN	
  AI	
  
VECTOR	
  TOOL	
  
62	
  
•  FILE	
  >	
  NEW	
  (500	
  X	
  400	
  px)	
  
•  VECTOR	
  TOOLS	
  
•  Draw	
  a	
  perfect	
  square	
  and	...
63	
  
Basic	
  Shapes	
  
64	
  
65	
  
66	
  
67	
  
68	
  
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Design Fundamentals

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Basic design elements and principles describe fundamental ideas about the practice of good design.

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Design Fundamentals

  1. 1. 1   FUNDAMENTALS  OF  DESIGN   [design  elements]   Lecture  01  
  2. 2. 2   Agenda   •  Design  elements   •  Exploring  basic  shapes   •  Using  line  to  create  a  border  within  a  composi8on   •  Background  imagery   •  Simple  Typography  
  3. 3. 3   What  is  design   why  every  creaGve  needs  to  be  a   designer  
  4. 4. 4  
  5. 5. 5  
  6. 6. 6  
  7. 7. 7   the only thing that’s not designed is nature Dave Kelly, IDEO “ ”
  8. 8. 8   business people don’t just need to understand designers better; they need to become designers Roger Martin, Dean Rotman School “ ”
  9. 9. 9   tell me, what is design?
  10. 10. 10   redesign of a shopping cart
  11. 11. 11   What is design?" •  Design?
 design is a process
 how best you to break the problem up until you find the simplest solution" 
 
 
 "
  12. 12. 12  
  13. 13. 13   characteristics of design?
  14. 14. 14   user-centered
  15. 15. 15   creativity & exploration
  16. 16. 16   interdisciplinary
  17. 17. 17   holistic
  18. 18. 18   fit
  19. 19. 19   aesthetic
  20. 20. 20   Design process
  21. 21. 21  
  22. 22. 22   the designer’s toolbox
  23. 23. 23   team
  24. 24. 24   ideation
  25. 25. 25   How •  Always  begin  with  a  good  Idea   •  Things  to  consider:   •  How  to  generate  an  Idea   •  When  do  I  know  the  Idea  is  right?   •  Genera8ng  Ideas  on  the  computer  
  26. 26. 26   Always  begin  with  a  good  idea   •  Great  design  is  difficult  to  teach   •  Once  the  idea  born,  however,  the  skill  of  effec8vely   transla8ng  this  idea  to  a  visual  design  or  execu8ng  the   concept––can  indeed  be  taught   •  Why  do  you  need  a  good  concept  or  idea?   •  Without  concept  or  idea  is  basically  decora8on   •  Message   •  Communicate  something  clever  to  the  viewer    
  27. 27. 27   How  to  generate  an  Idea   problems research brainstorm solution +
  28. 28. 28   •  Brainstorming  is  a  popular  tool  that  help  you   generate  crea8ve  solu8ons  to  a  problem   •  During  brainstorming  sessions  there  should  be  no   cri8cism  of  ideas:  You  are  trying  to  open  up   possibili8es  and  break  down  wrong  assump8ons   about  the  limits  of  the  problem.  Judgments  and   analysis  at  this  stage  stunt  idea  genera8on.   brainstorming
  29. 29. 29   The  rule  of  1%  
  30. 30. 30   When  do  I  know  the  Idea  is  right?  
  31. 31. 31   prototyping
  32. 32. 32   Genera8ng  Ideas  on  the  computer
  33. 33. 33   Format   •  The  page  is  blank;  where  do  you  start?   •  All  design  begins  with  an  area  of  nothing  but  space––an   empty  canvas  without  color,  type,  lines,  shapes,   photographs  or  illustra8on   •  Before  beginning  any  design  is  to  decide  the  size  and   shape  of  your  format   •  Example?  
  34. 34. 34  
  35. 35. 35   Open  Illustrator   File  >  New     PROJECT  1:  BLANK  CANVAS  IN  AI    
  36. 36. 36  
  37. 37. 37   h]p://tv.adobe.com/watch/learn-­‐illustrator-­‐cs6/ seang-­‐up-­‐a-­‐new-­‐document/?go=13254  
  38. 38. 38     PROJECT  2:  COLORED  BACKGROUND      
  39. 39. 39   PPT  Background  
  40. 40. 40   Designing  for  Print  –  SeSng  Up  Crops  and  Bleed   bleed 3mm
  41. 41. 41   A4 Paper = 210mm x 297mm 210mm + 6mm = 216mm 297mm + 6mm = 303mm Total Document Size = 216mm x 303mm
  42. 42. 42  
  43. 43. 43   margin
  44. 44. 44   SeSng  Bleed?  
  45. 45. 45   Setting crops
  46. 46. 46   how does your design communicate
  47. 47. 47   Good  design  structure  is  a  result  of  correct  use  of   Deign  Principles  
  48. 48. 48   The  Four  Primary  Design  Elements   •  Line   •  Typography   •  Shape   •  Texture  
  49. 49. 49   The  Four  Primary  Design  Elements:  Line   •  Lines  can  be  used  to  divide  space  and  direct  the  viewers   eyes.     •  Lines  can  be  used  to  separate  content.     •  Lines  direct  the  flow  of  content.     •  Can  be  used  to  create  emphasis  on  a  specific  area  of  your   work.  
  50. 50. 50     CREATING  LINES  IN  AI   LINE  TOOL     PEN  TOOL    
  51. 51. 51   §  The  art  and  technique  of  prin8ng   §  The  study  and  “process”  of  typefaces   Typography  
  52. 52. 52   §  The  art  and  technique  of  prin8ng   §  The  study  and  “process”  of  typefaces   §  Legibility  of  typefaces  and  their  layout   §  A]rac8veness  of  typefaces  and  their  layout   §  Func8onality  and  effec8veness  of  typefaces  and  their   layout     Typography  
  53. 53. 53   §  The  art  and  technique  of  prin8ng   §  The  study  and    process”  of  typefaces   §  Ar8s8c  composi8on  of  individual  type   §  Seang  and  arrangement  of  type     Typography  
  54. 54. 54   §  The  art  and  technique  of  prin8ng   §  The  study  and  process    of  typeface   §  A  full  set  of  type  made  to  a  par8cular  design  (size  and   style)   §  A  font   §  h]p://www.typeissexy.com   §  Typography  EssenGals:  100  Design  Principles  for   Working  with  Type     Typography  
  55. 55. 55   Typography   •  Conveys  mood   •  Communicates  aatude  
  56. 56. 56     CREATING  TEXT  IN  AI   TEXT  TOOL    
  57. 57. 57     PROJECT  4:  Poster  Design      
  58. 58. 58  
  59. 59. 59  
  60. 60. 60  
  61. 61. 61   CREATING  SHAPES  IN  AI   VECTOR  TOOL  
  62. 62. 62   •  FILE  >  NEW  (500  X  400  px)   •  VECTOR  TOOLS   •  Draw  a  perfect  square  and  circle  and  edit  proper8es     Vector  Shape  
  63. 63. 63   Basic  Shapes  
  64. 64. 64  
  65. 65. 65  
  66. 66. 66  
  67. 67. 67  
  68. 68. 68  
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