WHAT IS DESIGN ( UNIT-1)

Design is a way of life

Design is a way of seeing; a way of interacting with the world. It is a way of life.  It is the conceptualization and creation of new things: ideas, interactions, information, objects, typefaces, books, posters, products, places, signs, systems, services, furniture, websites, and more. 

Designers imagine and make. They also research and think. Skilled in one or more specialties of the discipline, designers use their abilities in collaboration with others. Designers want to make ideas real and to make a difference.  Design is applied in the development of goods, services, processes messages and environments.

Design is everywhere -  Design is everywhere. It's what drew you to the last piece of furniture you bought and it's what made online banking possible.Designer Richard Seymour says design is 'making things better for people'. It emphasizes that design activity is focused first and foremost on human behavior and quality of life, not factors.

Design informally refers to a plan or convention for the construction of an object or a system (as in architectural blue prints, engineering drawing, business process, circuit diagrams and sewing patterns) while “to design”  refers to making this plan.

No generally-accepted definition of “design” exists and the term has different connotations in different fields . However, one can also design by directly constructing an object

Designing often necessitates considering the aesthetic, functional, economic and sociopolitical dimensions of both the design object and design process. It may involve considerable research, thought, modeling, interactive adjustment, and re-design

Good newspaper design is more important today than ever. With shrinking newspaper page size and disappearing advertising revenues, the pressure is on for newspaper designers to become even more sophisticated in their use of the grid, typography, alternate story forms and layouts.

Good newspaper design doesn’t cost money. It can actually save money by making your presentation of news more efficient as well as attractive. So now days designers working to improve design as well as strategies and work flow.


WHAT IS GRAPHIC DESIGN
Graphic design is a creative process – most often involving a client and a designer and usually completed in conjunction with producers of form (i.e., printers, programmers, sign makers, etc.) – undertaken in order to convey a specific message to a targeted audience. The term "graphic design" can also refer to a number of artistic and professional disciplines that focus on visual communication and presentation. The field as a whole is also often referred to as Visual Communication or Communication Design. Various methods are used to create and combine words, symbols, and images to create a visual representation of ideas and messages. A graphic designer may use typography, visual arts and page layout techniques to produce the final result. Graphic design often refers to both the process (designing) by which the communication is created and the products (designs) which are generated.

The name "Graphic Design" first appeared in print in the 1922 essay "New Kind of Printing Calls for New Design" by William Addison Dwiggins, an American book designer in the early 20th century. Raffe's Graphic Design, published in 1927, is considered to be the first book to use "Graphic Design" in its title.

USE OF GRAPHIC DESIGN
Common uses of graphic design include identity ( logos and branding), websites, publications (magazines, newspapers, and books), advertisements and product packaging. For example, a product package might include a logo or other art work, organized text and pure design elements such as shapes and color which unify the piece. Composition is one of the most important features of graphic design, especially when using pre-existing materials or diverse elements.

Why design is important in news paper?

To make news paper attractive.
To show importance of news
To make news paper live
For good arrangement of news or matter
To make news paper competitive.

Some definitions

The skill of page make up lies in putting the greatest amount of information into the page of produce variety without confusion.
-          David Wainwright.
Makup is largely a matter of placement of headlines and art.
-          Bruce Weasteley
News paper makup consists of dividing and using space, the space of news paper page to accommodate type, illustrations and more often than not advertisement.
-          Born Hott


Elements of Design and principles

Design elements and principles describe fundamental ideas about the practice of good visual design that are assumed to be the basis of all intentional visual design strategies. The elements form the 'vocabulary' of the design, while the principles constitute the broader structural aspects of its composition. Awareness of the elements and principles in design is the first step in creating successful visual compositions. These principles, which may overlap, are used in all visual design fields, including graphic design, industrial design, architecture and fine art.

Design is the organized arrangement of one or more elements and principles (e.g. line color or texture) for a purpose. The principles of design are as varied as attitudes regarding modern design. They differ both between the schools of thought that influence design, and between individual practicing designers.


ELEMENTS OF DESIGN
Design elements are the basic units of a visual image. These elements include:
The 3 F's Form, follows and function is known as the 3 f's of Design. Form refers to what something looks like, and function refers to how it works.

1. Space - Space is the area provided for a particular purpose. It may have two dimensions (length and width), such as a floor, or it may have three dimensions (length, width, and height). Space includes the background, foreground and middle ground. Space refers to the distances or areas around, between or within components of a piece. There are two types of space: positive and negative space. Positive space refers to the space of a shape representing the subject matter. Negative space refers to the space around and between the subject matter.

2. Line - Line is the basic element that refers to the continuous movement of a point along a surface, such as by a pencil or brush. The edges of shapes and forms also create lines. It is the basic component of a shape drawn on paper. Lines and curves are the basic building blocks of two dimensional shapes like a house's plan. Every line has length, thickness, and direction. There are curved, horizontal, vertical, diagonal, zigzag, wavy, parallel, dash, and dotted lines.

3. Color - Color is seen either by the way light reflects off a surface, or in colored light sources. Color and particularly contrasting color is also used to draw the attention to a particular part of the image. There are primary colors, secondary colors, and tertiary colors. Complementary colors are colors that are opposite to each other on the color wheel. Complementary colors are used to create contrast. Analogous colors are colors that are found side by side on the color wheel. These can be used to create color harmony. Monochromatic colors are tints and shades of one color. Warm colors are a group of colors that consist of reds, yellows, and oranges. Cool colors are group of colors that consist of purples, greens, and blues.

4. Shape - A shape is defined as an area that stands out from the space next to or around it due to a defined or implied boundary, or because of differences of value, color, or texture. Shapes can also show perspective by overlapping. They can be geometric or organic. Shapes in house decor and interior design can be used to add interest, style, theme to a design like a door. Shape in interior design depends on the function of the object like a kitchen cabinet door. Natural shapes forming patterns on wood or stone may help increase visual appeal in interior design. In a landscape, natural shapes, such as trees contrast with geometric such as houses.

5. Texture - Texture is perceived surface quality. In art, there are two types of texture: tactile and implied. Tactile texture (real texture) is the way the surface of an object actually feels. Examples of this include sandpaper, cotton balls, tree bark, puppy fur, etc. Implied texture is the way the surface of an object looks like it feels. The texture may look rough, fizzy, gritty, but cannot actually be felt. This type of texture is used by artists when drawing or painting.

6. Form - Form is any three dimensional object. Form can be measured, from top to bottom (height), side to side (width), and from back to front (depth). Form is also defined by light and dark. There are two types of form, geometric (man-made) and natural (organic form). Form may be created by the combining of two or more shapes. It may be enhanced by tone, texture and color. It can be illustrated or constructed.

7. Value - Value is an element of art that refers to the relationship between light and dark on a surface or object and also helps with Form. It gives objects depth and perception. Value is also referred to as tone.


Principles of Design
The principles of design help to determine how to use the design elements. There are four principles of design: balance, emphasis, rhythm, and unity. These principles of design help you to combine the various design elements into a good layout.

1. Balance
Balance is an equal distribution of weight. In terms of graphics, this applies to visual weight. Each element on a layout has visual weight that is determined by its size, darkness or lightness, and thickness of lines. There are two basic approaches to balance. The first is symmetrical balance which is an arrangement of elements so that they are evenly distributed to the left and to the right of center. The second is asymmetrical balance which is an arrangement of unlike objects of equal weight on each side of the page. Color, value, size, shape, and texture can be used as balancing elements.
Symmetrical balance can communicate strength and stability and is appropriate for traditional and conservative publications, presentations, and web sites. Asymmetrical balance can imply contrast, variety, movement, surprise, and informality. It is appropriate for modern and entertaining publications, presentations, and web sites.

To create balance:
Repeat a specific shape at regular intervals, either horizontally or vertically.
Center elements on a page.
Put several small visuals in one area to balance a single large image or block of text.
Use one or two odd shapes and make the rest regular shapes.
Lighten a text-heavy piece with a bright, colorful visual.
Leave plenty of white space around large blocks of text or dark photographs.
Offset a large, dark photograph or illustration with several small pieces of text, each surrounded by a lot of white space.

2. Rhythm
Rhythm is a pattern created by repeating elements that are varied. Repetition (repeating similar elements in a consistent manner) and variation (a change in the form, size, or position of the elements) are the keys to visual rhythm. Placing elements in a layout at regular intervals creates a smooth, even rhythm and a calm, relaxing mood. Sudden changes in the size and spacing of elements creates a fast, lively rhythm and an exciting mood.

To create rhythm:
Repeat a series of similarly shaped elements, with even white spaces between each, to create a regular rhythm.
Repeat a series of progressively larger elements with larger white spaces between each for a progressive rhythm.
Alternate dark, bold type and light, thin type.
Alternate dark pages (with lots of type or dark graphics) with light pages (with less type and light-colored graphics).
Repeat a similar shape in various areas of a layout.
Repeat the same element in the same position on every page of a printed publication such as a newsletter.

3. Emphasis/FOCUS POINT
Emphasis is what stands out or gets noticed first. Every layout needs a focal point to draw the readers eye to the important part of the layout. Too many focal points defeat the purpose. Generally, a focal point is created when one element is different from the rest.

To create emphasis:
Use a series of evenly spaced, square photographs next to an outlined photograph with an unusual shape.
Put an important piece of text on a curve or an angle while keeping all of the other type in straight columns.
Use bold, black type for headings and subheads and much lighter text for all other text. Place a large picture next to a small bit of text.
Reverse (use white type) a headline out of a black or colored box.
Use colored type or an unusual font for the most important information.
Put lists you want to highlight in a sidebar in a shaded box.

4. Unity
Unity helps all the elements look like they belong together. Readers need visual cues to let them know the piece is one unit-the text, headline, photographs, graphic images, and captions all go together.
Unify elements by grouping elements that are close together so that they look like they belong together. Repeat color, shape, and texture. Use a grid (the underlying structure of a page) to establish a framework for margins, columns, spacing, and proportions.

To create unity:
Use only one or two typestyles and vary size or weight for contrast throughout the publication, presentation, or web site.
Be consistent with the type font, sizes, and styles for headings, subheads, captions, headers, footers, etc. throughout the publication, presentation, or web site.
Use the same color palette throughout.
Repeat a color, shape, or texture in different areas throughout. Choose visuals that share a similar color, theme, or shape. Line up photographs and text with the same grid lines.