TYPES AND PRINCIPLES OF DESIGN
Nội dung của Unit 1 trang bị cho sinh viên kiến thức và thuật ngữ chuyên ngành thiết kế đồ họa, giúp họ hiểu rõ về các lĩnh vực liên quan trong nghề thiết kế và các nguyên lý thiết kế cơ bản.
Sau khi học xong bài này, sinh viên có khả năng:
- Đọc hiểu các tài liệu liên quan đến công việc thiết kế
- Đọc và nghe hiểu các nguyên lý thiết kế
- Thuyết trình lĩnh vực thiết kế yêu thích
In our group activity, we selected our favorite picture from the set provided by the teacher I chose this picture because it captures a moment of genuine emotion and connection, highlighting the beauty of human experience The vibrant colors and intricate details draw the viewer in, making it a compelling choice that resonates with everyone This image not only reflects our shared values but also sparks meaningful conversations about our perspectives and interpretations.
Share your selection to the class
The 8 types of graphic design
Graphic design is a creative discipline that employs visual elements such as typography, imagery, color, and form to address challenges and convey messages With various types of graphic design available, each specializes in distinct areas, allowing for diverse approaches to visual communication.
Graphic design encompasses various types, each necessitating distinct skills and design techniques While some designers choose to specialize in a single area, others may concentrate on related types Due to the ever-evolving nature of the industry, it is essential for designers to remain adaptable and committed to lifelong learning, enabling them to evolve their specializations over the course of their careers.
Whether you are an aspiring designer or seeking design services for your business, understanding the 8 types of graphic design will help you find the right skills for the job
A brand represents the connection between a business and its audience, while brand identity encompasses the organization's personality, tone, and essence, along with the emotions and experiences it evokes Visual identity graphic design plays a crucial role in this by providing the visual elements that serve as the brand's face, effectively communicating its message to the public.
Designers that specialize in visual identity graphic design collaborate with brand stakeholders to create assets like logos, typography, color palettes and image libraries that represent a brand’s personality
Visual identity graphic designers should have a broad understanding of various graphic design styles to effectively create versatile design elements for different visual media Additionally, they must demonstrate strong communication, conceptual, and creative abilities, along with a keen interest in researching industries, organizations, trends, and competitors.
Graphic design is often associated with marketing and advertising, as businesses rely on effective visual content to engage their target audience and influence their decision-making By utilizing graphic design, organizations can enhance their promotional efforts and communicate their messages more effectively, making visual content a vital tool for success in reaching consumers.
Marketing designers collaborate with business owners and marketing professionals to develop assets that enhance marketing strategies They may focus on specific media types, such as vehicle wraps or magazine ads, or offer a diverse range of collateral for both print and digital platforms.
Marketing designers must possess strong communication, problem-solving, and time management skills, along with proficiency in various graphic design, layout, and presentation software Familiarity with both print and online production processes is also essential Entry-level roles in marketing design provide an excellent opportunity for aspiring designers to learn industry processes and gain valuable skills and experience.
Signage and trade show displays
Social media ads, banners and graphics
Images for websites and blogs
User interface (UI) refers to the way users engage with a device or application, while UI design is the art of creating these interfaces to ensure ease of use and a positive user experience In graphic design, UI design emphasizes the visual aspects of the user experience, including the creation of on-screen elements such as buttons, menus, and micro-interactions A successful UI designer must harmonize aesthetic beauty with technical functionality to create effective interfaces.
UI designers focus on creating visually appealing interfaces for desktop applications, mobile apps, web apps, and games They collaborate closely with UX designers to enhance functionality and with UI developers to implement their designs through coding.
UI designers should possess strong graphic design abilities and a deep understanding of UI/UX principles, responsive design, and web development They must be effective team players and proficient in graphic design software, while also being familiar with programming languages such as HTML, CSS, and JavaScript.
Publications are long-form pieces that communicate with an audience through public distribution They have traditionally been a print medium However, there’s recently been a significant rise in digital publishing
Graphic designers specializing in publications collaborate with editors and publishers to develop layouts featuring thoughtfully chosen typography and complementary artwork, such as photography, graphics, and illustrations These publication designers can work as freelancers, as part of creative agencies, or within in-house teams.
Examples of UI graphic design Web page design
Theme design Game interfaces App design Images for websites and blogs
Examples of Publication graphic design Books
Newspapers Newsletters Directories Annual reports Magazines
Publication designers must possess excellent communication, layout and organizational skills In addition to graphic design expertise, they need to understand color management, printing and digital publishing
Packaging plays a crucial role in protecting products for storage, distribution, and sale, while also serving as a powerful marketing tool that communicates directly with consumers Each box, bottle, bag, can, or container provides an opportunity to convey a brand's story and values, making effective packaging design essential for attracting and engaging customers.
Packaging designers create concepts, develop mockups and create the print-ready files for a product This requires expert knowledge of print processes and a keen understanding of industrial design and manufacturing
Packaging designers can either be versatile generalists or focus on specific packaging types, such as labels or beverage cans, or industries like food and children's toys Their role demands exceptional conceptual and problem-solving abilities, coupled with a solid understanding of print and industrial design To succeed, they must remain adaptable to fulfill the needs of clients, marketers, and manufacturers while staying informed about the latest trends in the industry.
TYPES AND PRINCIPLES OF DESIGN
Nội dung bài 2 cung cấp cho sinh viên các kiến thức và thuật ngữ chuyên ngành thiết kế đồ họa, liên quan đến màu sắc trong thiết kế
Sau khi học xong bài này, sinh viên có khả năng:
- Đọc hiểu các tài liệu liên quan đến màu sắc trong thiết kế
- Nghe hiểu về màu sắc trong thiết kế
- Thuyết trình về màu sắc yêu thích và ý nghĩa của màu sắc trong truyền thông
Work in pairs and discuss about these question:
• What are your favorite colors? What color do you like the most? Why?
• Do you think colors have their own meaning? What kind of emotions/feelings does the color arouse? Give some examples
• Think about some situations which one color has very different meanings (For example, in some countries, this color means good but in others, it means bad)
A Match the definitions with corresponding nouns
1 It can show direction, lead the eye, outline an object, divide a space, and communicate a feeling or emotion
2 It is made by connecting lines It is a self-contained defined area of geometric or organic form
Colors can be characterized by three key attributes: hue, value, and intensity Hue denotes the specific name of a color, while value indicates the lightness or darkness of that hue Intensity, on the other hand, measures the brightness or dullness of a color, providing a comprehensive understanding of its appearance.
4 It is the surface quality of an item It is how something feels when touched
5 It refers to the area that a shape or form occupies It can be defined as positive or negative
6 You feel it in music but it is also a part of things you see It allows the eye to move from one part of a design to another part
7 It refers to the relationship between one part of a design and another part or to the whole design It is a comparison of sizes, shapes and quantities
8 It is the quality that draws your attention to a certain part of the design first
9 It gives a feeling of stability
10 When things look right together, you have created it Lines and shapes that repeat each other show it
When exploring the elements and principles of design, consider the textures and finishes such as smooth, soft, glossy, rough, and matte Additionally, the color attributes of hue, value, and intensity play a crucial role in visual appeal Shapes can be categorized into geometric forms like circles, squares, and triangles, as well as freeform shapes Line qualities, including horizontal, vertical, dotted, zig-zag, jagged, wavy, curved, straight, and diagonal, contribute to the overall composition Finally, design can be characterized by symmetry and formality, enhancing its aesthetic balance and structure.
COLOR IS A POWERFUL BRANDING TOOL
Companies leverage color to convey their brand identities and enhance brand recognition By evoking emotions, color plays a crucial role in advertising, creating the desired mood for consumers A prime example is Tiffany's iconic turquoise blue, which is so integral to their brand that it has been trademarked This strategic use of color allows the company to distinguish itself from competitors effectively.
When we hear a company name IBM we think of security and reliability A synonym for IBM is Big
The color blue symbolizes reliability and confidence, serving as a key brand attribute that communicates essential messages to customers Most logos feature a single primary color, with some incorporating a second color, but it is uncommon to see more than two colors This simplicity allows for a strong emotional connection to the logo.
The eyes and brain work together to elicit cognitive and emotional responses to colors, giving them significant meanings that vary across cultures For instance, while white symbolizes purity and positivity in the UK, it represents mourning and heaven in China Similarly, red conveys strength and vitality, yet is viewed as taboo in financial circles in Europe and the USA In North America, Canada, and Western Europe, green is associated with health, wealth, and nature, whereas red evokes feelings of passion, excitement, or danger.
1 Why is color an important marketing element?
2 Why did IBM choose blue as their brand color?
3 Why are color associations and meanings not the same across cultures?
Can you attribute a color to each line of characteristics?
In 2010, McDonald's launched a new advertising campaign aimed at reshaping its marketing strategy in Europe and the USA This initiative reflects the company's efforts to enhance its image by promoting healthier menu options, ultimately attracting a broader customer base.
1 What is the company trying to convey as the main message?
2 How is color symbolism used to help with sending the main idea across?
4 How about the quality of the commercial make as such?
5 Imagine if we change colors of famous company logos (For example, Coca- Cola to purple, Apple to pink, Ferrari to green), think about the consequence and share your opinion
You will read one of the paragraphs below Prepare to sum up the main idea; you will share it with other students in a group later
Where colors can make your company more visible
When designing locations, consider both interior and exterior elements Utilize bright or unconventional colors as accents for your signage If your signature color is too dark for the wall, lighten it or use it as a trim to create a balanced aesthetic.
Employee uniforms or dress codes serve as vital extensions of your brand identity, making it essential to ensure they are well-coordinated Prominent companies have successfully embraced this strategy, enhancing their branding while also helping customers easily identify employees amidst shoppers.
Many companies effectively use their brand colors in outdoor signage but often overlook indoor signs like memos and location markers Since these are frequently printed in-house, it's easy to incorporate consistent colors By ensuring that all communication and signage reflect your brand's colors and fonts, you strengthen the overall branding experience and boost brand recognition.
Effective product packaging is essential for enhancing brand visibility By incorporating your brand colors and logo into packaging and shopping bags, you not only promote your products but also bring your brand into customers' homes, where it can be seen by others This strategic approach amplifies your brand's presence in public and creates new opportunities for recognition.
A strong brand is crucial for effective marketing, yet many small businesses fail to utilize their brand colors and fonts in advertising It's essential to incorporate these elements not just on business cards and letterheads, but also across your website, email signatures, blogs, social media pages, and press releases Implementing consistent branding will positively influence your business and enhance your brand identity.
Look for a company with a strong color identity and prepare to describe it in the class next week Bring pictures if possible
MEDIA AND ADVERTISING
Bài 3 cung cấp cho sinh viên những kiến thức và thuật ngữ chuyên ngành thiết kế đồ họa, tập trung vào lĩnh vực truyền thông và quảng cáo.
Sau khi học xong bài này, sinh viên có khả năng:
- Đọc hiểu các tài liệu liên quan đến truyền thông và quảng cáo trong thiết kế
- Nghe hiểu cách xây dựng một website
- Thuyết trình về phương tiện truyền thông quảng cáo
Listen to a short conversation with Melissa and answer the following questions:
1 What is the main reason for Mellissa to buy something?
2 What types of products does Melissa buy under advert influence?
3 What is the word she uses for advertisement?
4 What example association does she give when talking about red and yellow?
5 Can you estimate Melissa’s age and origin?
Match the definitions below with the right advertising or a promotional strategy
List some types of advertising media you know Which one do you think is the most effective? Which one is not?
Attach the right media to the descriptions below Can you think of any more advantages or disadvantages of the given media in relation to your type of work?
Description of the different types of media with the advantages and disadvantages: YELLOW PAGES ON THE INTERNET TELEVISION NEWSPAPERS RADIO MAGAZINES
1 A method of sales which uses pressure on distributors
2 Advertising at the point of sale
3 Advertising for a whole sector, such as tourism, rather than for a specific product
5 Promotion strategy based on getting the customer’s attention and interest, then desire for the product, then action
6 A selling style based on identifying and meeting the customer’s needs
7 A sales-oriented selling style, using high pressure and persuasion, discounts and free services
8 All forms of advertising except mass media advertising
TYPES OF PROMOTION AND ADVERTISING
Which types of media do you see to stand up the most in future? Prepare good arguments to support your view
You will hear two friends discussing ideas about building a website Listen and answer the questions below
1 What program to build websites was named? Do you know any other types?
2 If you don’t want to pay for your website, what will they put on your pages?
3 What is the proper word to refer to the speed of your internet connection?
4 What is the difference between a hit and a unique viewer?
5 How do you call the frequency of page visits or the number of times a page or different pages are pulled up?