IMD1233
GraphicModeling
4
Faculty of Communication, Visual Arts
and Computing
UNIVERSITI SELANGOR
GRAPHIC DESIGN THEORY

According to the classic
theory of design, or graphic
design, visual design, art:

2
the visual excitement of
a work of design is a
result of how the
compositions of the
design elements create
mood, style, message,
and a look.
IMD1233 Graphic Modeling
GRAPHIC DESIGN THEORY

There is research and planning
that is needed for most design
work:
 Design process

Use of a grid

Use of technology for
design solutions
• (graphic designers are usually
first to adopt and incorporate
new technology in solutions or
concepts when possible).
3
IMD1233 Graphic Modeling
GRAPHIC DESIGN PROCESS
Graphic design process
 It is a problem solving process,
which can be set into these
steps:
1. Define: pointing up the
problems.
2. Analyze: separation of a
whole into components.
3. Ideate: the process used to
come up with original and
creative idea(s).
4
4. Select: process of
selecting idea(s).
5. Implement: process of
installing idea in a real
world.
6. Evaluate: process of
formulating judgments
about particular idea,
methods, etc.
IMD1233 Graphic Modeling
GRAPHIC DESIGN PROCESS
PRELIMINARY
(Thumbnails)
many, many sketches
5
REFIMEMENT
(Roughs)
potential.. a closer look
ANALYZE
(Comprehensive)
the best choice(s)
DECIDE
(Print)
the survivor
IMD1233 Graphic Modeling
TYPOGRAPHY


6
Typography the art of printing
from movable type.
The term typographer is today
virtually synonymous with a
master printer skilled in the
techniques of type and paper
stock selection and
composition.


Scribes in ancient Egypt and the
Middle East perfected the craft
of writing on papyrus scrolls and
clay tablets.
Hellenistic and Roman makers
of books developed the art,
which reached a peak of
aesthetic perfection in the
exquisite illuminated
manuscripts of the Middle Ages.
IMD1233 Graphic Modeling
GROUP OF TYPOGRAPHY
Serif
 In typography, serifs are the
structural details on the end of
strokes that make up letters
and symbols.
 A serif font has these features.
7
ABCDEFGH
IJKLMNOPQR
STUVWXYZ
abcdefghijklmno
pqrstuvwxys
1234567890
IMD1233 Graphic Modeling
GROUP OF TYPOGRAPHY
San Serif
 In typography, a sans-serif
typeface is one that does not
have the small features called
"serifs" at the end of strokes.

8
The term comes from the
French word sans (meaning
"without"), so the term literally
means "without serifs".
ABCDEFGH
IJKLMNOPQRST
UVWXYZ
abcdefghijklm
nopqrstuvwxys
1234567890
IMD1233 Graphic Modeling
TYPE MEASUREMENT


Point
 A unit used to measure the height of type.
 The larger the point number, the taller the type gets.
Pica
 The pica, is a unit of measure in typography.
 There are 12 points in the pica.
AEIOU aeiou 10 point
AEIOU aeiou 14 point
AEIOU aeiou 20 point
AEIOU aeiou 22 point
AEIOU aeiou 30 point
9
AEIOU aeiou 36 point
IMD1233 Graphic Modeling
TYPE MEASUREMENT

Em



10
An em is a unit of
measurement in the field of
typography.
The unit is defined in the
terms of a specific
typeface, and thus varies in
length.
In current use, em usually
means the typeface's body
size, meaning the size of
the block that would be
needed to contain each of
its letters considered
separately.
An em can be defined as the height of the
block used to typeset the font at a particular
point size.
Main parts and size:
a. face b. body or shank c. point size.
Details: 1. shoulder 2. nick 3. groove 4. feet
IMD1233 Graphic Modeling
TYPE COMPOSITION

Flush left
 Ragged right.

Best natural work flow,
preferred by most graphic
designers.

Left hand margin only.
11
The quick brown for jump over the lazy
dog. The quick brown for jump over the
lazy dog. The quick brown for jump over
the lazy dog. The quick brown for jump
over the lazy dog. The quick brown for
jump over the lazy dog. The quick brown
for jump over the lazy dog. The quick
brown for jump over the lazy dog.
IMD1233 Graphic Modeling
TYPE COMPOSITION

Flush right
 In other languages that
read text right-to-left, such
as Arabic and Hebrew, text
is commonly aligned "flush
right".
 Flush-right alignment is
used to set off special text
in English, such as
attributions to authors of
quotes printed in books
and magazines, and is
often used when
formatting tables of data.
12
The quick brown for jump over the
lazy dog. The quick brown for jump
over the lazy dog. The quick brown for
jump over the lazy dog. The quick
brown for jump over the lazy dog. The
quick brown for jump over the lazy
dog. The quick brown for jump over
the lazy dog.
IMD1233 Graphic Modeling
TYPE COMPOSITION

Justified
 Flush left and right.
 Often used for books,
magazines, notes, etc.
The quick brown for jump over the lazy
dog. The quick brown for jump over the
lazy dog. The quick brown for jump over
the lazy dog. The quick brown for jump
over the lazy dog. The quick brown for
jump over the lazy dog. The quick brown
for jump over the lazy dog. The quick
brown for jump over the lazy dog.
13
IMD1233 Graphic Modeling
TYPE COMPOSITION

Centered
 Symmetrical.
 Both left and right margins
are ragged.
 Good word spacing.
 Often used for short text.
 Lines should be unequal
length to create interesting
silhouette.
14
The quick brown for jump
over the lazy dog. The
quick brown for jump over
the lazy dog.
The quick brown for jump
over the lazy dog. The
quick brown for jump over
the lazy dog. The quick
brown for jump over the
lazy dog.
IMD1233 Graphic Modeling
OTHER TYPE COMPOSITION

Run-around
 Type wrap around a
graphic.

Usually a squared photo.

Used in books, magazines
and annual reports.
15
IMD1233 Graphic Modeling
OTHER TYPE COMPOSITION

Contour
 Type fit to the shape of a
symbol, photo or
illustration.
 Complex and often costly
typesetting.
 Can give feeling of
comfort, excitement.
 Used in circle layout.
16
IMD1233 Graphic Modeling
OTHER TYPE COMPOSITION

Asymmetric
 Lack either right or left
reference margin.


No predictable pattern or
arrangement.
Great visual interest but difficult
to read.
Lack either right or left
margin.
No predictable
pattern or arrangement.
Great visual interest
but
difficult to
read
17
IMD1233 Graphic Modeling
OTHER TYPE COMPOSITION

Concrete
 Setting takes the shape of
an object or action that is
described by the copy.

18
Also called calligrammes.
IMD1233 Graphic Modeling
OTHER TYPE COMPOSITION
Vertical type
 Vertical stack – seldom readable, uncomfortable long words,
bottom to top and book spine as related to book spines,
covers and signs.
19
Vertical Stack
Seldom readable,
uncomfortable, long
words impossible.
TYPE
T
Y
P
E
TYPE

Bottom to Top
Used for signs, less
readable than book
spine. Positive
direction.
Book spine
Most readable, library
connotation. Negative
direction.
IMD1233 Graphic Modeling
OTHER TYPE COMPOSITION

Inclined type
 Rotated at an angle on its
format.

Such inclination can affect the
target audience.

Carries the association of
innovative, progressive,
leading edge.

Rotated type that moves up
and to be right is more
comfortable.
20
IMD1233 Graphic Modeling
OTHER TYPE COMPOSITION
21
IMD1233 Graphic Modeling
22
IMD1233 Graphic Modeling