CLASSICISM -​Feature simplegeometric shapes like

-​ THE MOST FAMOUS ARTISTS rectangles and spheres, without

elaborate decorations
THE ARTS AND CRAFTS MOVEMENT -​ Include functional shapes, abstract
-​ are largely associated with the vast shapes, used sparingly for decor,
range of the decorative arts and simple color schemed, holistic
architecture as opposed to the “high” design….
arts of painting and sculpture. ART DECO
-​ An aesthetic movement from the -​ A design style in the early 20th
second half of the 19th century that century
started a new appreciation of the -​ Celebrated the rise of technology
decorative arts throughout Europe. and speed, and borrowed decorative
-​ Is not an artstyle but a protest qualities form other movements of
against the emerging industrial the period such as futurism and
revolution that mass-produced banal cubim
decorative arts. -​ ..
-​ Harmonious, clean,geometric,
ART NOUVEU uncomplicated, and visually pleasing
-​ New Art artwork
-​ Richly ornamented style of -​ Repetitive use of linear shapes that
decoration,architecture, art and frequently included triangular,
graphic design that developed trapezoidal, zigzag and chevron
between 1894 and 1914. designs.
-​ Characterized by undulating (wavy) MODERNISM
lines, sinous (graceful) curves and -​ Is a movement that turners away
the depiction of leaves, flowers, and from the past and searched
flowing vines. simultaneously for new forms of
-​ Rejected historical references in artistic expression
favour of creating a highly stylized -​ Promoted art experimentation from
design vocabulary that unified all the late 19th to mid-20th century
arts around the man and his life articularly in the years after world
-​ Saw open layouts that gave war 1.
prominence to decorative images -​ A time when experimental artistic
-​ Sagrada Familia styles and philosophies gave birth to
a variety of new expressive outputs.
THE BAUHAUS -​ Rejection of history and conservative
-​ Art and design school (1919-1993) values such as realistic rendition of
-​ Founded by architect walter Gropius subjects are the main principles that
-​ Aimed to provide a fresh approach define modernit art
to design following the first world war -​ Innovate and experiment with form
-​ Characterized by a focus on (shapes and colors and lines)with a
functionality rather than adornment, tendency to abstraction
and the use of geometric forms -​ Emphasized on the use of materials,
-​ German for building house techniques and processes
 -​ … developed an new aesthetic based
on comlex geometries
POSTMODERNISM -​ Present day post-modernism
-​ Aftermodernism -​ Absence of harmony, continuity,
-​ Creative movement (1960 upto symmetry
present that developed the following
after the second word war and
questioned the very notiom that ●​ To create stunning works of art, art
there is a reliable reality learners or even practitioners must
-​ Deconstructed authority nd the know the basic building blocks that
established order by engaging …. constitute great artwork.
-​ Broad skepticism, subjectivism, or
relativism; a general suspicion of The Element and Principles of Design
reason; and an acute sensitivity to -​ The things that make up painting,
the role of ideology in asserting and drawings, designs, and artworks.
maintaining political and economic -​ Every creative work contains most of
power. it if not all​
Is like the alphabet
Modernism Line
●​ Future obsessed -​ Can be considered in two ways
●​ Hard science and truth -​ The linear marks made with pen
●​ Mass social progress -​ The edge created when to shapes
●​ Authenticity meet
●​ High culture Shape
●​ Authority of criticism -​ Self contained area of geometric
●​ Simplicity of style form or organic form
●​ Meaning is important -​ A positive shape in a painting
automatically creates…
Post modernist
●​ Eclectic (broad) periods of time Form
●​ Fuzzy (vague) science -​ 3 dimensional counterpart to shape
●​ Not socially interested -​ Cube, sphere, pyramid, cylinder, and
●​ Maybe cones.
●​ Popculture Texture
●​ Everyone is a critic -​ Surface quality of a shape
●​ Anything goes,mix it up -​ Rough, mooth. Smooth and hard
●​ Meaning is relative and open-ended COlor
-​ Most powerful element of design
DECONSTRUCTION -​ St can stand alone, or act as a
-​ Is an artistic movement that started background, or highlight other
in architecture by the end of the elements of the design
1980s. Value
-​ Critisizes the rational order, purity, -​ Lightness or darkness of color
and simplicity of modern design and -​ Can be called tone
 -​ Color can be “tinted”; by adding Pattern
white or “shaded” by adding layerof -​ Repetition of a design element
black -​ Repeating different components in a
pattern way
Space Repetition
-​ Refers to are above. Below around -​ Focuses on the same object being
or behind an object repeated
Typography -​ Clear sense of unity, consistency
-​ Important part of graphic, web, and and cohesiveness
interface design. Proportion
-​ Doe not only tell a message but alsp -​ Refers to the relationship of two or
conveys mood. more elements in a composition and
how they compare to one another
The principles of design concerning size, color, quantity,
-​ What we do to the elements of degree, setting, etc.
design Rhythm
-​ How we apply the principles of -​ Suggests movement or action
design determines how successful -​ Creates visual tempo in artworks
we ar in creating works of art -​ Provides path for the viewers eye to
follow
Balance -​ By repeating lines, shapes, colors,
-​ Distribution of the visual weight of and more.
object, colors, objects, texture, and Unity
space -​ Unifying all othe principles within a
-​ It can be symmetrical (equal on both piece of works
sides)l or asymmetrical (different -​ To coexist with one nother to form an
weight) aesthetically pleasing design
Variety
Contrast -​ Use of several elements of design ti
-​ Difference between various hold the viewer’s attention
elements within the design -​ To guide the viewer’s eye through
-​ Makes them stand out from each around the work of art.
other. Elements of design
-​ Are the fundamental prts used to
Emphasis compose any visual design
-​ Making one area from the rest -​ player
-​ Catches the viewers attention Principles of design
-​ On size, color, texture, shape, etc. -​ methods or guidelines for using
elements of design
Movement -​ The game plan
-​ Guiding users eye to preetermined Layout
path in a composition -​ Is the arrangement of different
-​ Can be directed along lines, eges, design element within a compositio
shape, and color within work of art.
 -​ Helps readers or users to navigate -​ Clean nd logical flow of data
around and understand the ad easily -​ Controls the ey direction and
-​ Enhance the effectiveness of our emphasis
advertisement. Parts of grid system

Basic principle of layout design Columns

Hierarchy -​ Vertical spatial zones
-​ How you arrange the level of -​ From top to bottom margin
importance of every element Gutters
-​ Order which we perceive things -​ Spaces between columns and rows
Proximity -​ Should always be equal between
-​ A technique to show relevance columns and rows
between elements Margins
-​ Consciously bringing those that are -​ Buffer zones
related to each other in distance -​ Represent the amount of space
-​ Design elements near eachother are between the trim size, including
perceived as related, while element gutters
spaced apart art divided Flowlines
Alignment -​ Method using space and elements to
-​ Position of an item in your desingcan guide readers across a page
help draw attention to it -​ An alignment that break space…
-​ 2 types of alignment: edge and Rows
center -​ Horizontal equivalent of columns
-​ … Module
(usually text are in left) -​ Individual units oof space that are
separated be regular intervals
Repetition -​ Basic building blocks of rows
-​ A technique or representing Spatial zones
information consistently -​ Fields of adjacent modules
-​ Repeating design or style pattern -​ Assigned specific function within the
-​ By repetition you can dictate your design
personality as well as the loo –+u -​ Long hoozontal field might be used
-​ …. to place long horizontal images
. Running header or footer
. -​ Guide at the top to indicate your
. position int hte manuscript
-​ Title, chapter title…
Grid System in layout
-​ Basic design tool Minor grid components
-​ Guide for positioning
Advantages: Folio
-​ Faster layout executions -​ Created when page numbers are
-​ Alignes spacing ad placementso f placed consistently in the margin
parts -​ Above or below composition
Markers -​ Text are placed inside the spaces
-​ …. created by the intersecting lines
Types of grid
Symmetrical grid The golden ratio
-​ Represents a lay out with inner and -​ Phenomenon of composition found
outer margins in nature thst is also applied in
Asymmetrical grid design
-​ Feature one columns that is -​ Used in photography in as well
narrower -​ Used in famous logos
-​ Introduce bias towards one side of -​ Fibonacci sequence
the page, usually the left -​ Used the measurement of the
Column grid golden rectangle
-​ Used for magazines -​ Follows the ancient composition of
Symmetric column nature.
-​ To organize stories The composite grid
-​ Printed newspapers -​ Mixing grids is a common way of
making layout design more creative
Asymmetric columns and appealing
-​ To add layout variety
-​ Magazines Stages of Layout Development

Manuscript grid Briefing

-​ Used in documents, e-books, pdfs, -​ Meeting with clients to understand
and presentation with lots of texts. what the project requires
-​ We are required to attend
Modular grid.
-​ Like checkerboard that can display Researching
many thing for easy access -​ Research on the products and
competitors
Hierarchal grid -​ To come up with the best and unique
-​ Mostly used in websites solution possible
-​ Organizing contents according to
their importance Sketching
-​ Draw it out
Composition grids -​ Sketching several ideas
-​ To create different concepts to arrive
The rule of thirds at the best execution
-​ Separates any space into a grid of Presenting
nine equal spaces. -​ Present the concepts
-​ Can be vertical or horizontal -​ Explain the rationale
-​ Always equal sizes -​ Give easons why the layout would
-​ Focus points are where lines be successful
crossed Revising
-​ Do some adjustments
 -​ Based on client’s feedback Formstorming
-​ Remember the project goals and -​ Different rendition of a thing
objective in mind -​

Delivering
-​ Deliver the files
-​ send the files in various format
-​ Making sure that each file is suited
for specific formats

Thumbnails
-​ Miniature sketches that are ued by
art directors
-​ Convey the basic layout style and
treatment without spelling out small
details
-​ Simle sketches
Rough
-​ Much cleaner than thumbnail
-​ Much bigger as well
-​ Second step in any layout procedure
-​ Involves the preparation of a rough
layout

Comprehensive layout
-​ final stage of layout development
-​ Shows how it wil look when it is
printed
-​ Shows the placement of headline,
art, and copy.
-​ Full copy id included at this point
-​ Reviewed by all
-​ Presented for clients approval
-​ Final changes must be addressed at
this points.

Final Artwork
-​ Final output of your ad
-​ Where you provide your cient with
the file material that they can submit
and distribute to all the media outlets
they want their ad to come out.

To be continued….