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【Graphic Brand Design】Basic elements of graphic design!

author:Fruit vision

A graphic is a symbolic image composed of perceptible point, line, and surface elements. From a geometric point of view, it is difficult to express the theme of the design through abstract symbols such as points, lines, and surfaces, because the points, lines, and surfaces themselves do not have sufficient information. However, through the spatial arrangement of points, the thickness of lines, the contrast between virtual and real surfaces, and the comprehensive subjective processing of points, lines, and surfaces, the amount of information is reflected.

【Graphic Brand Design】Basic elements of graphic design!

In graphic design, points, lines, and planes are the basic design elements, and the existence and variation of each element can determine the different forms and styles of design works.

【Graphic Brand Design】Basic elements of graphic design!
【Graphic Brand Design】Basic elements of graphic design!

In modeling design, the point is the basis of all forms. In the definition of geometry, a point has a position and no size, and it has no length or width. It is the beginning or end of a line and is also present at the intersection of two lines. In graphic design, the visual image of a dot refers to those small forms compared to lines, planes, and volumes.

【Graphic Brand Design】Basic elements of graphic design!

Dots come in all shapes and sizes, and there are differences between thick and light. The point has a strong visual guiding effect, and has the immobile character of holding the position when stationary. All the points will affect the visual effect due to the relationship between the adjacent shapes, backgrounds, colors, etc.

【Graphic Brand Design】Basic elements of graphic design!

(1) The morphology, function and nature of the point. Most of the time the dots are considered small and round, which is actually an illusion. There are various kinds of points in reality, and the whole is divided into two categories: regular points and irregular points. Regular points refer to the strict and orderly dots, square dots, and triangular dots, and irregular dots refer to those points that are free and arbitrary.

【Graphic Brand Design】Basic elements of graphic design!

Any form in nature, as long as it is reduced to a certain extent, can produce points of different forms. The point is the center of vision and the center of force. When there is only one point on the screen, people's eyes are focused on that point. The individual dots themselves do not have the continuity and directivity of up, down, left and right, but they have the effect of adding the finishing touch, producing the effect of focusing the line of sight.

【Graphic Brand Design】Basic elements of graphic design!

(2) The composition of ordered points. This mainly refers to the shape and area, position or direction of the point, and other factors, arranged in a regular form, or the repetition of the same point, or the orderly gradient. Points are often composed of sparse and rich and orderly points, which also produce a delicate sense of space.

【Graphic Brand Design】Basic elements of graphic design!

(3) Composition of free points. The shape and area, position or direction and other factors are arranged in a free and irregular form, which often presents a rich, flat or loose visual effect, which can be used as a decoration of the shading level of the figure.

【Graphic Brand Design】Basic elements of graphic design!

(4) Point illusion. The so-called illusion is a phenomenon in which the visual is inconsistent with the objective facts. It refers to the feeling of size, distance, and space due to the change of the location, color, brightness, and external environment of the point. For example, bright or warm dots have a sense of moving forward, while black or cool dots have a sense of retreat.

【Graphic Brand Design】Basic elements of graphic design!
【Graphic Brand Design】Basic elements of graphic design!

In geometry, a line is the trajectory of a point's movement. Intuitively, lines exist within the boundaries of faces, the junction of faces, and the sequential connection of points to points. In graphic design, lines must appear in a visible length, width, and thickness to be meaningful.

【Graphic Brand Design】Basic elements of graphic design!

(1) The concept of line. A line is the trajectory of a point movement. In geometry definitions, lines have only position and length, but not width and thickness. From the point of view of plane composition, lines can have both length and width, and thickness.

【Graphic Brand Design】Basic elements of graphic design!

(2) The shape, function and character traits of the line.

■The total shape of the line, straight lines and curves are the most basic line shapes. Straight lines can be divided into horizontal, vertical, and diagonal lines, and curves can be divided into geometric curves and free curves. The shape of the line includes: uniform line, uneven line, thick line, thin line, gradient line, etc.

【Graphic Brand Design】Basic elements of graphic design!

■The thread is best at expressing movement and stillness. The straight line is static, the curve is moving, and the zigzag line has a sense of instability. Straight lines have masculine characteristics, are strong and stable. The horizontal lines in the straight lines are peaceful and silent, the vertical lines are reminiscent of trees, flagpoles, and pillars, and have a sense of sublimity, and the diagonal lines are easy to associate with movement and have a sense of speed.

【Graphic Brand Design】Basic elements of graphic design!

Thick straight lines have a feeling of being thick and clumsy, thin straight lines have a sense of sharpness and nervousness, curves have feminine characteristics and have a sense of elegance and softness, geometric curves are drawn with compasses or other tools, and have the beauty of symmetry and order, while free curves are freehand drawings and are a natural extension of freedom.

【Graphic Brand Design】Basic elements of graphic design!

(3) The illusion of lines. By making use of the illusion of lines, you can create unexpected effects in the picture.

【Graphic Brand Design】Basic elements of graphic design!
【Graphic Brand Design】Basic elements of graphic design!

Polygons are formed by the continuous movement of the line to the end. Faces have length, width, and no thickness. Straight lines move parallel to rectangles, straight lines rotate and move into circles, free straight lines move to form organic shapes, and straight lines and arcs combine to form irregular shapes.

【Graphic Brand Design】Basic elements of graphic design!

(1) The form, function and character of the surface. There are regular and irregular faces. Circles and squares are the most typical regular faces, and the addition and subtraction of these two faces can form an infinite variety of faces. The shape of the free surface is more complex and there is no rule to follow.

【Graphic Brand Design】Basic elements of graphic design!

The morphology of the surface is diverse, and different forms of the surface have different visual functions and characteristics. The regular side has a sense of simplicity, clarity, stability and order, while the free side has a soft, relaxed and vivid feeling.

【Graphic Brand Design】Basic elements of graphic design!

(2) The illusion of the surface. For example, if two circles of the same size, it feels like the top is big, the bottom is small, the bright is big, and the black is small. If two squares are formed with vertical and horizontal lines at equal distances, their length and width will not be the same, and a square composed of horizontal lines will feel slightly higher, while a vertical square will make people feel slightly wider.

【Graphic Brand Design】Basic elements of graphic design!
【Graphic Brand Design】Basic elements of graphic design!

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