Module - I: Graphics and Visual Communication Notes

Course Contents:
 Elements, Principles and Theories of Design

 Aspects of Designing

 Layouts and Design

 Understanding Designing Softwares and its Usages: Illustrator,

InDesign
 Graphic Design for the Digital Platforms

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 Graphics and Visual Communication
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Module -1: - Elements, Principles and Theories of
Notes
Design

Structure:
Module - 1: Elements, Principles and Theories of Design

1.1 Introduction to design and visual communication

1.2 Meaning and purpose of design

1.3 Role of design in everyday life
1.4 Design thinking processes: empathise with the user, challenge

1.5 The popular assumption, offer strategic innovation, multi-dimensional

approach to finding a meaningful solution to a problem, on-going
experimentation, mindset shift, etc.

1.6 Element: Line, shape, direction, size, colour, texture

1.7 Principles: Alignment, Visual Centre and Hierarchy, Contrast, Repetition,

Proximity, Balance, Colour, Space, Typography.

1.8 Symmetrical and asymmetrical designs

1.9 Gestalt Principles, Visual perception

1.10 Semiotics: Sign and symbols and their impact on communication

1.11 Colour: Colour basics: Considering the tone of the project and choosing
the correct colour palette, Primary & secondary colour, colour wheel,
Hue-saturation-value, Colour scheme (monochromatic, analogous,
complementary, etc.)

1.12 Critical evaluation of designs

1.13 Making of visually pleasing as well as informative design

1.14 Layout and Grid Systems

1.15 Composition: Focus, leading lines, juxtaposition, white space, Rule of thirds,
the Golden ratio

1.16 Typography: Evolution, principle, typeface and font, structure of letter

(Baseline, meanline, ascender, descender, etc.), Serif and Sans-serif font

1.17 Use in news media, illustrated magazines, ads, signs, logos, brochures,
movie posters, digital platforms, etc.

Module - 2: Aspects of Designing

2.1 Design processes: Discuss the problem, developing a creative brief, concept
building, visualization, development, etc.

2.2 Stages of campaign planning

2.3 Steps involved in designing Press ad, Magazine ad, Hoardings, Kiosks,
Interior and Exterior Signage, Danglers and Banners, etc.

2.4 Focusing on the composition and balancing the different elements of design
2.5 Choice and use of images and colours Tagline, Visuals, Copy, Spot colours,
Process colours, Colour Management for images.

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2.6 Understanding the in-house style guide
Module - 3: Layouts and Design
Notes
3.1 Elements of a practical layout
3.2 Book design: stages of book/e-book design.
3.3 Periodicals: magazine and newsletters functions. Editorial planning, design
planning, design approach.
3.4 Newspaper makeup: using photographs, communicating with type and colour
3.5 Poster design: strengths and limitations of poster designing, its steps and
poster production.
3.6 Creative brief, research, brainstorming, conceptualization, refinement, client
presentation, development, etc.
Module - 4: Understanding Designing Software's and its Usages: Illustrator,
InDesign

4.1 Understanding the basic architecture of and differences between vector and
raster graphic software and their wider usages in media industry.
4.2 Designing Logotype, Processes of logo design: Principles of logo design,
Letterhead design, Business Card, Envelop, Catalogues, Brochures, Digital
Posters, etc.
4.3 Using the standardized style sheets on software
4.4 Basics of Adobe Illustrator: Document types and templates, Configuring
the user interface, Creating various shapes, Fill and stroke, Transformation
techniques, Selection tools, Grouping the objects, Alignment and distribution,
Handling the appearance of objects, Drawing, Use of Various Brushes,
Working with images (tracing), Typing options, Saving and exporting for print
and the web.

4.5 Basics of Adobe InDesign: Document type, managing the workspace,

working with templates, Bleed and slug, Importing docs and text, Various
tools: Selection, type, line, pen, etc. Grouping, ungrouping and rotating,
Layer, Colour and swatches, Working with lines and frames, Master page,
Guide-columns- grids etc., Using text and image: Basic formatting, Inserting
symbols, Header and footer, Character & Paragraph style, Working with
multiple pages and magazine spread, Creation and usages of tables,
Cheatsheets and shortcuts, Exporting options.
Module - 5: Graphic Design for the Digital Platforms
5.1 Understanding user experience for the Web
5.2 Static vs dynamic design
5.3 Issues of file size and load time
5.4 Type of typography for the Web
5.5 Making GIF animation

5.6 User-friendly designs

5.7 Compression techniques: Lossy and Lossless
5.8 Colour choices.

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Module -1: Elements, Principles and Theories of Design
Notes
Unit Outcome:
At the end of this unit, you will be able to:

1. Define elements and principles of design

2. Understand the fundamental principles of design and visual

communication

Introduction
The elements are the pieces or sections which are remote and present in any
optical design or task of art. They form and convey the work.

The theory of design is the creative regulation used to arrange the systematic
elements of design.

The Secret of any beautiful design reclines in the way its visual elements are
assembled and located in relation to each other. This is what a beautiful design looks
like. A good layout gives a better design and looks attractive. It makes good slides and
page to page balance.

1.1 Introduction to Design and Visual Communication

A design is a target or identification for the establishment of an object or system or
execution of an activity or process, or the consequence of that target or identification in
the form of a prototype, product, or process. The design usually has to convince certain
goals and constraints, may take into account exquisite, functional, economic, and
meets our target with a certain environment. Examples of design comprise architectural
blueprints, engineering drawings, business processes, circuit diagrams, and sewing
patterns.

The person who constructs design is called a designer, which is generic for people
who work professionally in many designing areas and being dealt with such as textile
designer, fashion designer, product designer, web designer, architects, engineers, or
interior designer. The sequence of design is called the design process using various
design methods.

Visual communication is the transference of information and ideas using imagery

and ideogram. It includes signs, graphic designs, films, typography, and countless
examples. It is the practice of graphical representation of information to create some
meaning. This helps to evoke emotions in your users. It visualizes the charts, graphs,
diagrams to show the result. It can be represented in a graph, a map, a chart, a Venn
diagram, a pie chart, a model, GIFs, videos, and images.

1.2 Meaning and Purpose of Design

Every person, industry, and every team has their different understanding of what
design is and what are the roles of designers. There are so many designers in different
fields.

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Design isn't just about making things look appealing, or just about usability, or even
just delight. It is about taking products from being usable to delightful and then beyond Notes
that too with meaning.

It is a way for us to bring meaning to our users through the experiences we trade.

The purpose of design:

 Your design doesn't have to be original

 Designers are not like their users

 UX design is more than just usability

 Design is not a stage of the project

 Ey e c a ndy des ign w or k s

 Simple design doesn't mean minimal in design

Designs manage tons of problem. To find the solution designers rely on data.

Your design doesn't have to be original.

It's common to have mistaken that novelist and publicity in design will sell a
product. The only thing is a pattern that because patterns are proven, tested, and they
show a result.

Designers are not like their users.

Every person has biases and it's okay. Cognitive biases reduce the load and help
us stay well-balanced. It's important to know whether your bias is damaging your design
work. It's important to keep it respectful and conduct a research for their users, study the
output and sufferings. The more we know about our users, the less biased we will be.

UX design is more than just usability.

Usability makes sense in making a product for people to manage their goals. UX
design is more powerful. It brings charm and some sense to things.

Importance of UX design and what makes a good design:

1. Good design will crack you up.

2. Good design will and make you feel good about it.

3. Good design is like a person, it has some sense. Design is not a stage of

the project.

Design is a time in the project when they draw sketches of the linked objects.
Design starts when the owner first puts together the image of the product and ends
when the project is completed.

Eye candy design works.

The aura of a website decides whether a person will stay and discover the
features. Through visual designs, we bring sense to things and help people to
understand the core.

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