This document provides an overview of design fundamentals and elements. It discusses the agenda, which includes exploring basic shapes, using lines to create borders, background imagery, and simple typography. It defines design and lists some key characteristics such as being user-centered, creative, interdisciplinary, holistic, having aesthetic appeal, and following a process. The document discusses generating ideas through identifying problems, research, brainstorming solutions, and prototyping. It also covers the basic design elements of line, typography, shape, and texture and provides instructions for creating these elements in Adobe Illustrator.

1. 1
FUNDAMENTALS
OF
DESIGN
[design
elements]
Lecture
01

2. 2
Agenda
• Design
elements
• Exploring
basic
shapes
• Using
line
to
create
a
border
within
a
composi8on
• Background
imagery
• Simple
Typography

3. 3
What
is
design
why
every
creaGve
needs
to
be
a
designer

4. 4

5. 5

6. 6

7. 7
the only thing that’s not
designed is nature
Dave Kelly, IDEO
“
”

8. 8
business people don’t just
need to understand designers
better; they need to become
designers
Roger Martin, Dean Rotman School
“
”

9. 9
tell me, what is design?

10. 10
redesign of a shopping cart

11. 11
What is design?"
• Design?
design is a process
how best you to break the problem up until you find
the simplest solution"
"

12. 12

13. 13
characteristics of
design?

14. 14
user-centered

15. 15
creativity & exploration

16. 16
interdisciplinary

17. 17
holistic

18. 18
fit

19. 19
aesthetic

20. 20
Design process

21. 21

22. 22
the designer’s
toolbox

23. 23
team

24. 24
ideation

25. 25
How
• Always
begin
with
a
good
Idea
• Things
to
consider:
• How
to
generate
an
Idea
• When
do
I
know
the
Idea
is
right?
• Genera8ng
Ideas
on
the
computer

26. 26
Always
begin
with
a
good
idea
• Great
design
is
difficult
to
teach
• Once
the
idea
born,
however,
the
skill
of
effec8vely
transla8ng
this
idea
to
a
visual
design
or
execu8ng
the
concept––can
indeed
be
taught
• Why
do
you
need
a
good
concept
or
idea?
• Without
concept
or
idea
is
basically
decora8on
• Message
• Communicate
something
clever
to
the
viewer

27. 27
How
to
generate
an
Idea
problems
research
brainstorm solution
+

28. 28
• Brainstorming
is
a
popular
tool
that
help
you
generate
crea8ve
solu8ons
to
a
problem
• During
brainstorming
sessions
there
should
be
no
cri8cism
of
ideas:
You
are
trying
to
open
up
possibili8es
and
break
down
wrong
assump8ons
about
the
limits
of
the
problem.
Judgments
and
analysis
at
this
stage
stunt
idea
genera8on.
brainstorming

29. 29
The
rule
of
1%

30. 30
When
do
I
know
the
Idea
is
right?

31. 31
prototyping

32. 32
Genera8ng
Ideas
on
the
computer

33. 33
Format
• The
page
is
blank;
where
do
you
start?
• All
design
begins
with
an
area
of
nothing
but
space––an
empty
canvas
without
color,
type,
lines,
shapes,
photographs
or
illustra8on
• Before
beginning
any
design
is
to
decide
the
size
and
shape
of
your
format
• Example?

34. 34

35. 35
Open
Illustrator
File
>
New
PROJECT
1:
BLANK
CANVAS
IN
AI

36. 36

37. 37
h]p://tv.adobe.com/watch/learn-­‐illustrator-­‐cs6/
seang-­‐up-­‐a-­‐new-­‐document/?go=13254

38. 38
PROJECT
2:
COLORED
BACKGROUND

39. 39
PPT
Background

40. 40
Designing
for
Print
–
SeSng
Up
Crops
and
Bleed
bleed
3mm

41. 41
A4 Paper = 210mm x 297mm
210mm + 6mm = 216mm
297mm + 6mm = 303mm
Total Document Size = 216mm x 303mm

42. 42

43. 43
margin

44. 44
SeSng
Bleed?

45. 45
Setting crops

46. 46
how does your design
communicate

47. 47
Good
design
structure
is
a
result
of
correct
use
of
Deign
Principles

48. 48
The
Four
Primary
Design
Elements
• Line
• Typography
• Shape
• Texture

49. 49
The
Four
Primary
Design
Elements:
Line
• Lines
can
be
used
to
divide
space
and
direct
the
viewers
eyes.
• Lines
can
be
used
to
separate
content.
• Lines
direct
the
flow
of
content.
• Can
be
used
to
create
emphasis
on
a
specific
area
of
your
work.

50. 50
CREATING
LINES
IN
AI
LINE
TOOL
PEN
TOOL

51. 51
§ The
art
and
technique
of
prin8ng
§ The
study
and
“process”
of
typefaces
Typography

52. 52
§ The
art
and
technique
of
prin8ng
§ The
study
and
“process”
of
typefaces
§ Legibility
of
typefaces
and
their
layout
§ A]rac8veness
of
typefaces
and
their
layout
§ Func8onality
and
effec8veness
of
typefaces
and
their
layout
Typography

53. 53
§ The
art
and
technique
of
prin8ng
§ The
study
and
process”
of
typefaces
§ Ar8s8c
composi8on
of
individual
type
§ Seang
and
arrangement
of
type
Typography

54. 54
§ The
art
and
technique
of
prin8ng
§ The
study
and
process
of
typeface
§ A
full
set
of
type
made
to
a
par8cular
design
(size
and
style)
§ A
font
§ h]p://www.typeissexy.com
§ Typography
EssenGals:
100
Design
Principles
for
Working
with
Type
Typography

55. 55
Typography
• Conveys
mood
• Communicates
aatude

56. 56
CREATING
TEXT
IN
AI
TEXT
TOOL

57. 57
PROJECT
4:
Poster
Design

58. 58

59. 59

60. 60

61. 61
CREATING
SHAPES
IN
AI
VECTOR
TOOL

62. 62
• FILE
>
NEW
(500
X
400
px)
• VECTOR
TOOLS
• Draw
a
perfect
square
and
circle
and
edit
proper8es
Vector
Shape

63. 63
Basic
Shapes

64. 64

65. 65

66. 66

67. 67

68. 68