Graphic Design Handbook Preview
GRAPHIC DESIGN HANDBOOK by Radu Frăsie [email protected]
Copyright © 2017 by Radu Frăsie All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. ISBN 978-973-0-24859-3 (PDF) Sibiu - 2017
Contents Introduction ..............................................................………..... 6 1. Color Theory ......................................……………….......... 7 What is color ..........................................................………..... 8 Color attributes .....................................................….…........ 9 The Color models ...............................................……......... 14 The Color Gamut .......................................….…….......... 28 The Color Wheel ...............................................….…....... 29 Color Temperature ...........................................….............. 31 Color Harmony ........................................................………... 33 The Color Palette .................................................………....... 37 Color Psychology ...............................................………...... 40 X11 Colors ...........................................................………......... 47 2. Shapes ...............................................…..........….….….. 53 What are shapes ................................................………....... 54 Shape Psychology..............................................……….......... 56 3. Typography ............................................….……………. 59 What is Typography ....................................……............... 60 Typeface Anatomy ............................................…….......... 60
Typography units of measure .............................…......... 63 The Typographic Scale ....................…...........……...... 66 Measure ...............................................................………....... 68 Kerning .............................................….....….……....... 68 Tracking .............................................................…............ 70 Leading ............................................................………........... 71 Rags ...........................................................…..….............. 72 Hyphenation .................................................….............. 73 Widows and Orphans ..................................…................ 73 Gutter .............................................................……............. 74 Alignment ..........................................................……........... 7 5 Type Weight ..........................................................……....... 77 Type Width .............................................................……...... 77 Typefaces and Fonts ..............................................……..... 78 Type Categories ...............................................……............ 79 4. Branding ..................................................……………..... 82 What is a Brand ...........................................……..….. 83 What is Branding ...............................................……..... 83 What is Visual Identity ....................................…....... 83 Logo Design ....................................................……......... 83 The Principles of Logo Design ..................…................... 84 Logo Types ......................................................……….......... 85
The Logo Brief ...........................................….…............... 88 The Brand Style Guide .........................................…….... 91 5. Standard Dimensions ......................…………............ 95 Bleeds and Safe Area ...............................................……... 96 Standard Paper Sizes ............................................…….... 99 Standard Envelope Sizes .......................................……... 110 Standard Business Card Sizes ..............................…...... 119 Standard Flyer Sizes ..........................................……..... 120 Standard Brochure Sizes ..................................…......... 121 Standard Poster Sizes .........................................…….... 141 Standard Web Banner Sizes ..............................…......... 144
Introduction
6
Introduction A graphic designer, regardless of the experience he has, needs a lot of information in order to fulfill his job successfully. He needs to search in a multitude of sources (different books, different websites, etc.) in order to find all the information he needs, and this process can be very time consuming. This book brings together all the important information from different areas of interest and makes them available in an easy to understand way. By using this handbook, any graphic designer can have all the needed information at his fingertips and can become more efficient than ever. Also, this book is a good reading for every beginner in the graphic design field. I hope that this book will ease the work of many graphic designers and will help them develop a successful career.
Copyright © 2017 by Radu Frăsie All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. ISBN 978-973-0-24859-3 (PDF) Sibiu - 2017
Contents Introduction ..............................................................………..... 6 1. Color Theory ......................................……………….......... 7 What is color ..........................................................………..... 8 Color attributes .....................................................….…........ 9 The Color models ...............................................……......... 14 The Color Gamut .......................................….…….......... 28 The Color Wheel ...............................................….…....... 29 Color Temperature ...........................................….............. 31 Color Harmony ........................................................………... 33 The Color Palette .................................................………....... 37 Color Psychology ...............................................………...... 40 X11 Colors ...........................................................………......... 47 2. Shapes ...............................................…..........….….….. 53 What are shapes ................................................………....... 54 Shape Psychology..............................................……….......... 56 3. Typography ............................................….……………. 59 What is Typography ....................................……............... 60 Typeface Anatomy ............................................…….......... 60
Typography units of measure .............................…......... 63 The Typographic Scale ....................…...........……...... 66 Measure ...............................................................………....... 68 Kerning .............................................….....….……....... 68 Tracking .............................................................…............ 70 Leading ............................................................………........... 71 Rags ...........................................................…..….............. 72 Hyphenation .................................................….............. 73 Widows and Orphans ..................................…................ 73 Gutter .............................................................……............. 74 Alignment ..........................................................……........... 7 5 Type Weight ..........................................................……....... 77 Type Width .............................................................……...... 77 Typefaces and Fonts ..............................................……..... 78 Type Categories ...............................................……............ 79 4. Branding ..................................................……………..... 82 What is a Brand ...........................................……..….. 83 What is Branding ...............................................……..... 83 What is Visual Identity ....................................…....... 83 Logo Design ....................................................……......... 83 The Principles of Logo Design ..................…................... 84 Logo Types ......................................................……….......... 85
The Logo Brief ...........................................….…............... 88 The Brand Style Guide .........................................…….... 91 5. Standard Dimensions ......................…………............ 95 Bleeds and Safe Area ...............................................……... 96 Standard Paper Sizes ............................................…….... 99 Standard Envelope Sizes .......................................……... 110 Standard Business Card Sizes ..............................…...... 119 Standard Flyer Sizes ..........................................……..... 120 Standard Brochure Sizes ..................................…......... 121 Standard Poster Sizes .........................................…….... 141 Standard Web Banner Sizes ..............................…......... 144
Introduction
6
Introduction A graphic designer, regardless of the experience he has, needs a lot of information in order to fulfill his job successfully. He needs to search in a multitude of sources (different books, different websites, etc.) in order to find all the information he needs, and this process can be very time consuming. This book brings together all the important information from different areas of interest and makes them available in an easy to understand way. By using this handbook, any graphic designer can have all the needed information at his fingertips and can become more efficient than ever. Also, this book is a good reading for every beginner in the graphic design field. I hope that this book will ease the work of many graphic designers and will help them develop a successful career.
