Design Principles Briefing - OUGD404

-Literacy, colour, typography, layout and format.

-Explore principles of communication through type and image in relation to graphic design.

-Individual approaches to exploration and application of fundamental design principles to specified problems.

-Documentation and evaluation.

Recommended reading:

-Graphic Design: A Users Manual

-Fundamentals of Graphic Design - Ambrose

-Fundamentals of Typography - Ambrose

-What is Graphic Design? - Newark

Powerpoint on Visual Literacy:

-Construct meaning from visual images and type.

-Interpreting images of past, present and range of cultures.

-Producing images that effectively communicate a message to an audience.

-Visual Communication is a process of sending and receiving messages through text and image.

-"Effected by audience, context, media and method of distribution."

-A shared understanding of a system of communication.

Semiotics for the Apple logo

1. Sign - Sign for Apple Mac computers

2. Symbol - An Apple

3. signifier - Quality, creativity, lifestyle and independence

Key elements of Visual Language in Graphic Design

-Frame                              

-Format

-Figure/Form

-Ground

-Composition

-Visual Dynamics

-Type

-Image

-Colour

-Layout

-Legibility

Task: Based on the LCA font collection on the University system, identify 5 fonts with very different characteristics.

Bring an A4 sheet of upper and lower case as big as possible.

Final outcome should be 10 sheets of the whole alphabet.

Bring to lecture.

My 5 Chosen Typefaces:

-Baskerville

-Colonna

-Helvetica Neue UltraLight

-Onyx

-Rosewood Std. Regular