GRAPHIC DESIGN 105 AD- Chinese government official Tsiai Lun or Cai Lun

credited in inventing paper.

WHAT IS GRAPHIC DESIGN?
1045 AD- Pi Sheng invents movable type, allowing for
 GRAPHIC DESIGN- the process of visual communication and problem-solving through the use of characters to be individually placed for printing
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. 1276- Printing arrives in Europe with a paper mill in
 GRAPHIC DESIGNER- create and combine symbols, images and text to form visual representations of Fabriano, Italy
ideas and messages. They use typography, visual arts and page layout techniques to create visual
compositions. 1450- Johann Gensfleisch zum Gutenburg credited with
 Common uses of graphic design include corporate design (logos and branding), editorial design perfecting the system for printing type in books.
(magazines, newspapers and books), wayfinding or environmental design, advertising, web design,
communication design, product packaging and signage. 1460- Alberecht Pfister was the first to add illustration to a
 The term graphic design was coined by William Addison Dwiggins in 1922. printed book.
 The term "graphic design" first appeared in print in the 1922 essay "New Kind of Printing Calls for New
Design" 1470- Nicholas Jenson, considered one of the history’s
greatest typeface designers created the new standard font
GRAPHIC DESIGNER for roman type.

 Graphic designers use color, illustrations, fonts, and layout to visually communicate a message or 1760- Industrial revolution begins, setting the stage for
present a product. advances in graphic design.
 They design logos, product packaging, print materials, and websites, among many other things.
 Graphic designers are found in a variety of industries and in different capacities. 1816- First sans serif font makes a subtle entrance as one
 For instance, a designer might be employed as in-house staff for a company to work on promotional line of a book. A beginning to one of the most popular
materials for the organization, or a designer might work for a design agency with many clients and fonts.
projects.
 Newspapers, advertising firms, technology-oriented companies, and other organizations commonly 1880- Development of halftone screen allows for first
employ designers.
photo printed with a full range of skills.
 Additionally, many graphic designers are self-employed, working as independent contractors on a per-
project basis.
1901- Frank Lloyd Wright - "The Art and Craft of the
 Most work in an office environment in front of a computer, though some work primarily by hand at a
Machine" basic principles of modern industrial design;
drafting table.
future designers create prototypes for machine
 Because graphic design often is deadline-driven, designers frequently work long hours.
production.
 Most graphic designers specialize in one or two areas, such as print, web design, poster design, or
corporate identity.
 •Graphic designers are not always required to have completed any specific education, though it is 1910- AEG (German General Electric). This is the beginning
common for designers to hold degrees from an art school or other undergraduate institution. of 'corporate image.
 They must have knowledge of design elements, such as color, typography, and composition, as well as
the artistic sensibility to effectively use these elements. 1916- Dada movement. George Grosz, Hannah Hoch, Kurt
 Graphic designers need excellent communication skills and be able to effectively present ideas visually Schwitters, Marx, Ernst, Marcel Duchamp, Andre Breton,
and verbally to internal stakeholders, clients, and intended audiences. Hans Arp.
 Since most graphic design is created using software such as Adobe Illustrator, Photoshop and InDesign,
graphic designers must possess technical skills. Dada was an art movement formed during the First World
War in Zurich in negative reaction to the horrors and folly
AVERAGE SALARY- August 2020 (23,604) per month of the war. The art, poetry and performance produced by
dada artists is often satirical and nonsensical innature.
Average salary of the grapgic designer in the Philippines is 232,451 show hourly rate
1917- The art movement called De Stiji, Dutch for “The
style” was on the rise.
GRAPHIC DESIGNER( FEMALE-49%) (MALE-51%)

De stiji movement embraced an abstract, pared-down

• Opportunities for graphic designers exist in advertising agencies, design studios, printing and publishing
aesthetic centered in basic visual elements such as
companies and the packaging industry.
geometric forms and primary colours. Led by painters
Theo van Doesburg and Piet Mondrian.
 Lecturing posts in the universities and institutions is another option that may be considered. Graphic
Designers can work independently as freelance artists.
De stiji artists turned their attention not only to fine art
media such as painting and sculpture, but virtually all
• Graphic Designers may be employed in the following industries: Manufacturing; Construction; Wholesale and other art forms as well, including industrial design,
Retail Trade, Repair of Motor Vehicles, Motorcycles and Personal and Household Goods; Transport, Storage and typography, even literature and music.
Communication; Real Estate, Renting and Business Activities; and Other Community, Social and Personal Service
Activities.
1919- The Bauhaus, a German school is founded,
eventually providing the framework for modern design.
CAREER OF GRAPHIC DESIGNER
Most influencial modernist art school of the 20th century,
 There are many different types of graphic design. While all visual communicators solve the problem of one whose approach to teaching, and understanding art’s
reaching the target audience by taking an idea (message) and putting it in a visual form, Designers may relationship to society and technology, had a major impact
pursue any of the following specialized areas: both in Europe and the United States long after it closed.
• Brand and Identity design, Brand Experience, Informational design, Promotional and Advertising design,
Publication design, Type and letter design specialty, However, most of the Graphic Designers’ work as a
Constructivism movement originated in Russia. El Lissitzky,
freelance or per project.
Alexander Rodchenko, Vladimir Taltin, Naum Gabo.

Constructivism was an artistic and architectural philosophy

that originated in Russia beggining 1919 by Vladimir Tatlin.
NATURE OF WORK This was a rejection of the idea of autonamous art. He
wanted to “construct” art.
 Graphic Designers develop individualistic and recognizable identities for products, services,
organizations or ideas. The term “construction art” was first coined by Kasmir
 They are concerned with advertising, packaging, publishing, magazine layout, corporate identity, etc. Malevich in reference to the work of Aleksander
 They are also involved in the production of film and television advertisements as well as the design of Rodchenko. Graphic Design in the constructivism
book covers, calendars, labels, wrappers, letterheads and trademarks. movement ranged from the production of product
packaging to logos, posters, book covers and
TASK advertisements.

 Meet with clients and clearly understands what they are requesting, what the final project would look 1932- Stanley Morison oversees design of Times New
like; Roman font, commissioned by the Times of London
 Create and develop new and unique ideas to represent an idea;
 Use various computer programs to generate final projects for client's approval; 1947- Swiss design: Armin Hofmann, Emil Ruder. Use of
 Modifiy, revise and edit projects as required by the client; and sans-serif typography, grids and asymmetrical layouts.
 Stay within timelines and deadlines for completion dates for projects. Combination of typography and photography as a means
of visual communication. The primary influencial works
HISTORY OF GRAPHIC DESIGN were developed as posters, which were seen to be the
most effective means of communication.
15,000-10,000 BC-The first known visual connection with photographs and symbols in the Lascaus caves in the
southern france. 1950- The term New York School usually refers to both the
younger Abstract Expressionists sometimes also known as
3600 BC- The blau monument, the oldest artifact known to combine words and picturesever. These are a pair of 2nd generation Abstract Expressionists and artists directly
inscribed stone objects from Mesopotamia now in the British Museum. influenced by this movement.
1956- Paul Rand designs IBM logo using City Medium typeface.  Primary colors: red, yellow and blue
are the 3 pigment colors that cannot be mixed
1957- Max Miedinger designs Neue Haas Grotesk font, later renamed Helvetica. or formed by any combination of other colors.
 SECONDARY COLORS: Green, orange and
1960- Pop art; Pentagram design: Colin Forbes, Theo Corsby: Scandinavian Designer: Alvar Aalto. purple
• They are created by mixing two primary
colors
1969- Douglas Engelbart develops first computer mouse, setting the stage for the future tool of graphic design
 TERTIARY COLORS: Yellow-orange, red-
orange, red-purple, blue-purple, blue-green &
1990- Photoshop version one is released. yellow-green
• These are the colors formed by mixing a
COLOR THEORY primary and a secondary color. That's why the
hue is a two word name, such as blue-green,
Johannes itten- coluor is life; for a world without color is appear to us as dead. red-violet, and yellow-orange.
 12-STEP ITTEN COLOR WHEEL
COLOR- Color immediately attracts attention. It is one of the first things we see. Primaries (inner triangle)
Secondary (out triangles)
Color is a very complex but powerful Element of Art & Design. Tertiaries are located between the Primaries
and
Secondaries on the wheel.
Color theory is the art and science of color interaction and effects.

Understanding the principles of color combinations will

• In The Art of Color, Johannes Itten lists the following approaches to color theory.
help you to choose combinations that work well together,
set the right mood, and create the right amount of
• Physics • Chemistry • Physiology • Psychology
contrast within your design work.

 Color theories create a logical structure for color. Relative lightness and darkness of a color:

Johannes Itten was one of the first people to define and identify strategies for successful color combinations. • Tint • Tone • Shade

• Through his research he devised seven methodologies for coordinating colors utilizing the hue's contrasting • A tint of a color is when you take a color, such as red in
properties. the example and addwhite to it.

These contrasts add other variations with respect to the intensity of the respective hues; i.e. contrasts may be • A shade is a hue that has black added to it. You can
obtained due to light, moderate, or dark value. create aonochromatic/unified color scheme buy using tints
and shades of the same hue.
 The physicist studies electromagnetic wavelength in order to measure and classify color.
• A tone is a hue that has gray added to it.

• Intensity (also referred to as saturation or chroma)

 The chemist works with the molecular structure of dyes and pigments, and seeks to produced highly refers to the degree of purity of a color.
permanent colors and excellent paint consistency.
 • The physiologist investigates the effects of color and light on our eyes and brain • A highly intense color is bright and a low-intensity color
 The psychologist studies the expressive effect of color on our mind and spirit. is more neutral or muted.

Artist- uses color wavelengths to create various effects. •The intensity of the color will decline as more colors are
mixed.
 the artist must be aware of the safety and permanence of dyes and pigments.
 When using color to create the illusion of space, the artist puts into practice theories developed by • The primary colors are the usually the most intense.
physiologist.
 • Communication and Expression are strongly affected by the psychological effects of color. • Mixing opposite colors will make a color more dull.

The two major color systems we use are: • High intensity colors are used to maximize impact and
are best used when combined with low-intensity colors
• Additive Colors (RGB) Created using beams of light
Usually divided into Warm colors and Cool colors.
• Subtractive colors (RYB) Created when white light is reflected off a pigmented or dyed surface
• Warm Colors – Red-Violet, Red, Orange, Yellow
The primaries of Additive Color are Red, Green, and Blue.
• Cool Colors –Green, Blue, Purple
• Green + Blue = Cyan • Red + Green = Yellow
• Value – relative lightness and darkness of a color
• Blue + Red = Magenta • Red + Green + Blue = White
• Harmony can be defined as a pleasing arrangement of
• The colors you see on a computer, television screen, and projection are created by light. parts, whether it be music, poetry, color, or even an ice
cream sundae.
• Used by Lighting Designers, Videographers, and Website Artists.
• Colors that are opposite each other on the color wheel
Process colors are a subtractive color system that we use in print media are considered to be complementary colors (example: red
and green)
• The Primaries of Process colors are Cyan (Blue), Magenta (Red), Yellow, and Black
Analogous color schemes use colors that are next to each
• The process color system is typically used for mass production. other on the color wheel. They usually match well and
create serene and comfortable designs.
• Each color is laid down on the paper through a separate roller.
• Analogous color schemes are often found in nature and
• The final image is created as the colors overlap. are harmonious and pleasing to the eye

COLOR INTERACTION • A triadic color scheme uses colors that are evenly
spaced around the color wheel.
• Color interaction is the way colors influence one another.
• Triadic color harmonies tend to be quite vibrant, even if
you use pale or unsaturated versions of your hues.
• Colors are never seen in isolation.

The split-complementary color scheme is a variation of

• Depending on the associations we have with a color, lighting, and the surrounding colors, our perception of the
the complementary color scheme. In addition to the base
color is affected.
color, it uses the two colors adjacent to its complement.

There are three basic categories of color theory that are logical and useful :
• This color scheme has the same strong visual contrast as
the complementary color scheme, but has less tension.
The color wheel, color harmony, and the context of how colors are used.
• The rectangle or tetradic color scheme uses four colors
• A color circle, based on red, yellow and blue, is traditional in the field of art. arranged into two complementary pairs.

• Sir Isaac Newton developed the first circular diagram of colors in 1666. • This rich color scheme offers plenty of possibilities for
variation.
• The square color scheme is similar to the rectangle, but with all four colors spaced evenly around the color circle.

• The square color scheme works best if you let one color be dominant.