This document provides an introduction to graphic design elements and principles for 9th through 12th grade students. It defines graphic design as a form of visual communication that arranges visual elements to convey messages. The document outlines California content standards related to graphic design and the unit's goals to help students understand fundamental graphic design concepts. It then discusses key elements of design like line, shape, color, texture and principles of design such as balance, movement and emphasis. Examples are provided to illustrate different types and purposes of graphic design.

1. INTRODUCTION TO
GRAPHIC DESIGN:
ELEMENTS & PRINCIPLES OF DESIGN
9th- 12th grade | Graphic Design I
INSTRUCTOR: Ms. ANA
UNIT
1

2. California Content Standards
for Media Arts
◦ Refine and Complete Artistic Work​ | Prof.MA:Cr3
a. Implement production processes, making artistically deliberate choices in content, technique, and style in
media arts productions, demonstrating understanding of associated aesthetic principles, such as emphasis and
tone.
​Perceive and Analyze Artistic Work |Prof.MA:Re7
a. Analyze and describe the qualities of and relationships between the components, content, and intentions of
various media artworks.
b. Analyze how a variety of media artworks manage audience experience and create intention through
multimodal perception.
Interpret Intent and Meaning in Artistic Work | Prof.MA:Re8A
Analyze the intent, meanings, and reception of a variety of media artworks, focusing on personal and cultural
contexts.
Apply Criteria to Evaluate Artistic Work | Prof.MA:Re9
Evaluate media artworks and production processes at decisive stages, using identified criteria, and considering
context and artistic goals.

3. Goal and Objectives
- Students will understand the concept of graphic design
- Students will be learn the fundamental ideas about the practice of design.
- Students will review the elements and principles of graphic design as well as ideas that make a
design distinctive.
- Students will apply their understanding of the topics presented through the creation of a brief
and creative design project.

4. WARM UP:
GUESS THE LOGO

5. Why is a logo important to a brand?
Question

6. ◦ They act as the identifying mark of a company
◦ Separates you from competition
◦ It what makes a business unique are recognizable
◦ Grabs attention
◦ Fosters brand loyalty
Logos are important because…

7. What is Graphic Design?
◦ A form of visual communication
◦ The practice of composing and arranging the visual elements of a project
◦ Examples:
◦ A company logo
◦ Layout of a magazine
◦ Making a poster, flyer, or brochure
◦ Adding text to an image for a social media post
◦ Color coding a work calendar
The single most important factor that differentiates graphic design from fine art
is the intent of communication

8. What is the main purpose of
Graphic Design?
◦ Convey or enhance a message.
◦ Can elicit an emotional response from viewer
◦ Motivate a viewer to take action

9. Question:
Where would we be without
graphic design?

10. Where would we be without
graphic design?

11. Types of Graphic Design
◦ Identity Design
◦ Digital Design
◦ Print Design
◦ Animation Design
◦ Package Design
◦ Identity Design / logos
◦ Illustration Design
This Photo by Unknown Author is licensed under CC BY-SA

12. Examples of Graphic Design
Web Design Typography
This Photo by Unknown Author is licensed under CC BY-SA
This Photo by Unknown Author is licensed under CC BY-SA

13. Examples of Graphic Design
User Interface Branding
This Photo by Unknown Author is licensed under CC BY-NC This Photo by Unknown Author is licensed under CC BY-SA-NC

14. Examples of Graphic Design
Packaging Design Publication Design
This Photo by Unknown Author is licensed under CC BY-SA-NC This Photo by Unknown Author is licensed under CC BY-SA-NC

15. Designers achieve their goals by
combining the elements and principles
of graphic design.

16. Principles & Elements of Design
Making good visual compositions begins with using these aspects and ideas in design.
A design is an intentional organization of one or more components and concepts (such as line color or texture).
These principles are used in all visual design fields:
- graphic design
- industrial design
- architecture
- fine art

17. Elements
Things that you use when making
art/designing compositions
Line
Shape
Color
Texture
Value
Size
Space
Principles
Rules to follow to create a good composition
Balance
Unity & Harmony
Repetition
Movement
Emphasis
Scale & Proportion
Rhythm & Pattern
Elements & Principles of Design

18. Element: Line
Line is a mark between two points.
Varies in form
- Straight
- Curved
- Zig Zag
Line weight can very to show contrast.

19. Element: Shape
Shapes are areas, or figures contained by a closed outline.
There are two types of shapes:
Geometric Organic
Created by a set of points that
connect by either straight or
curved lines and are usually
abstract and simplistic
EXAMPLES: Triangle, squares,
circles, rectangles, spheres,
pentagons, cubes
They are far less uniform,
proportional and well-defined.
They can be asymmetrical or
symmetrical. They include natural
shapes.
EXAMPLES: leaves, crystals, vines,
or abstract shapes such as blobs
and squiggles

20. Element: Texture
Texture is the feel of a surface– furry, smooth, rough,
soft, gooey or glossy.
Graphic artist visually convey texture by using illusion to suggest how their
work might feel if viewers could touch it.
Mastering texture is an important part of making designs look polished and
professional

21. Element: Color
Color is used to generate emotions, create visual interest
and create emphasis.
Consist of 3 properties:
Hue Saturation (Intensity) Value
The name given to a color,
such as red, yellow, blue,
purple, green, orange, etc..
The purity or dullness of a
color. A color’s purity is
determined by whether it has
been mixed with another hue
and, if so, to what extent.
The lightness or darkness of a
color. Adding white or black to
a hue changes its value. A
“tint” is created when white is
added, while a “shade” is
made when black is added.

22. Element: Value
a
Value is how dark or light an element looks
From dark to white
Use value to create depth, establish a pattern and to lead the eye and emphasize an element

23. Element: Size
Size refers to the dimensions of an element
Scale can be used to try to create an emphasis on an element

24. Element: Space
Space is the area around or between elements in design
Related elements can be placed together to show unity.
Unrelated elements can be placed apart to emphasize those surrounded by more
negative space.
Positive space: space occupied by visual elements that a designer wants their
audience to focus on
Negative space: everything else; including the background

25. Recap:
◦ What message do vertical lines send to a viewer? What message do
diagonal lines send?
◦ What emotion does the texture give you? -Do you want to go in and
touch this artwork?

26. Principle: Balance
Balance is the distribution of the visual weight of objects, colors, texture, and
space. If the design was a scale, these elements should be balanced to make a
design feel stable.

27. Principle: Unity
Unity in design occurs when the elements in space work together in such a
way that the resulting look is balanced and harmonious

28. Principle: Repetition
Repetition means reusing elements: colors, patterns, fonts, images,
textures and more throughout a piece of work. Another way of thinking
about repetition is consistency.

29. Principle: Movement
Movement is the principle of design used to give artists the ability to
lead a viewer's eyes around an art piece. **Often focal points
Can be directed by the use of:
- Lines
- Shapes
- Color

30. Principle: Emphasis
Emphasis is the part of the design that catches the viewer's attention.
An artist can do this by:
- Contrasting an area with another area
- Area can be different in
- Size
- Color
- Texture
- shape

31. Principle: Scale & Proportion
Scale refers to the size of an object (a whole) in relationship to another object (another
whole).
Proportion refers to the relative size of parts of a whole (elements within an object).

32. Principle: Rhythm & Pattern
Also referred to repetition, the principle of rhythm indicates movement,
while the placement of repeated elements in a composition result in a
pattern
Visual rhythm results in a sense of unity, as well create eye movement

33. Recap:
◦ What type of balance is shown?
◦ What elements and principles of design are used in this image?

34. Exercise
Rule of design worksheet
Please complete this worksheet on
the rules of design.
It will help you review what you just
learned.