Part 1

When you build a house there are basic materials that you need in order to complete the project. The basic support structure, fastening materials, roofing materials, paneling, etc. Inside each category there are a multitude of options (ie; your support structure could be aluminum or wood 2x4s, I-beams, bricks, cement and re-bar, etc.).

Graphic design is no different. In design we believe that there are 6 major categories of materials that are used when developing your final piece. How you use these elements will be discussed in Part 2. In this article I will begin by discussing the six categories; Line, Value, Color, Shape, Texture, and Space. When you understand the categories you will have an easier time identifying the choices you have within each.

Lets take a look at each one individually:

1. Line
   Line records movement and creates space and shape (width and length), but not depth. A line’s direction can convey a mood: Horizontal: calm (sunset), Vertical: potential (skyscrapers), Diagonal: movement & vitality.
2. Value
   Value is the overall relative lightness and darkness.
3. Color
   Color is the most complex piece of the designer’s visual vocabulary. A designer needs to understand the human response to color. Color Theory starts with the three primary colors (red, yellow, blue). By mixing equal amounts of the primary colors our net result is what we call the secondary colors (orange, green, purple). And without getting too much deeper one more stage of mixing (equal amounts a primary and an adjoining secondary color creates the tertiary colors (red-orange, blue-green, etc). While when we select our color palette for our design projects we can choose any number of colors, we quickly learn that not all colors are harmonious. Here are the six most common harmonies:
   • Monochromatic
     a single hue that varies in value, we accomplish this by adding various amounts of black and white.
   • Analogous
     adjacent on the color wheel, slight variance (red, red-orange, orange)
   • Complementary
     opposite sides of the color wheel (red & green)
   • Split Complementary
     one color and the analogous colors of it’s compliment (red, yellow-green, blue-green)
   • Tetradic
     4 colors equally spaced on the color wheel
   • Triadic
     3 colors equally spaces (primary R-Y-B)
4. Shape
   A shape is a closed two-dimensional figure described by an edge.
   Negative Shape: The area not used by the subject or the space between shapes.
5. Texture
   Texture is defined by the surface quality of an object. It can be tactile, visual, or both.
   The three main approaches to the creative use of texture:
   • Simulated
     rendering of real textures (simulated wood grain)
   • Actual
     the physical piece (a piece of wood)
   • Invented
     man-made non-representational
6. Space
   Space is the illusion of depth (3d in a 2d format).
   • Size and Vertical Location
     smaller objects appear to be farther away than larger objects
   • Overlapping
     obscured objects appear to be farther back
   • Detail
     atmospheric ibjects that are farther away appear to ave less contrast, foreground will be clear and distinct
   • Linear Perspective
     all lines converge on a common horizon point (vanishing point)