MADHUBALA INSTITUTE OF COMMUNICATION AND ELECTRONIC

MEDIA

(GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY)

BACHELOR OF ARTS (JOURNALISM & MASS COMMUNICATION)

BA (JMC): 2016-17
___________________________________________________________________

COURSE 1 UNIT 1 BA (JMC)105

_________________________________________________________________________

Introduction to Design and Graphics

___________________________________________________________________

LESSON 1
Basics of Design and Graphics

LESSON 2
Elements and principles of design

LESSON 3
Typography: Physical form, Letter Form, aesthetics and classifications

LESSON 4
Colour : Physical forms, psychology, colour scheme and production

_________________________________________________________________________

1
BA (JMC) 105 Unit 1, Lesson 1

LESSON 1 Basics of Design and Graphics

STRUCTURE
1.0 Objectives

1.1 Introduction

1.2 What is Art?

1.2.1 Visual Art

1.3 What is Design?

1.4 What is Graphic?

1.5 What is Graphic Communication?

1.5.1 Graphic Design

1.6 Assignments

1.6.1 Class Assignments

1.6.2 Home Assignments

1.7 Summing Up

1.8 Possible answers to Self-Check questions

1.9 Terminal Questions

1.10 Suggested Further Readings

1.11 Keywords

2
BA (JMC) 105 Unit 1, Lesson 1

1. Basics of Design and Graphics

Design refers to the process of originating and developing a plan for a
product, structure, system or component with intention. Graphics are visual
presentations this lesson focuses on describing the basics of design and
graphics. It aims at explaining the importance of design and graphic
communication and categorise visuals into various types.

1.0 Objectives
After going through this lesson, you should be able to:

 Describe what is Design?

 Describe what are graphics?

 Describe significance of graphic communication.

___________________________________________________________________

1.1 Introduction

1.2 What is Art?

Art is much more than music, dance, drama and the objects to be found
inside the museums and galleries. Art touches us every day and everywhere
– at home, at school, at college, in the office, on the street. Art is a medium of
communication and expression, and includes a diverse range of activities
such as performing arts, literature and visual art.

Art is both the process and product of man’s creativity; it is an experience.

According to Upanisada, ‘The sensation and emotion derived from the

pleasure, vision and ecstasy are the most powerful human motive forces in
the creation of art.’ Pablo Picasso, the prolific painter and sculptor quotes, ‘Art
is the lie that makes us realise the truth.’

1.2.1 What is Visual Art?

The visual arts are art forms that create works that are primarily visual (art
that reaches through the eyes) in nature, such as
ceramics, drawing, painting, sculpture, printmaking,design, crafts, photograph
y, video, film-making and architecture.

3
BA (JMC) 105 Unit 1, Lesson 1

Note: A work of visual art does not include —any poster, map, globe, chart,
technical drawing, diagram, model, applied art, motion picture or other audio-
visual work, book, magazine, newspaper, periodical, data base, electronic
information service, electronic publication, or similar publication.

Some famous visual arts professionals: Van Gough, Paul Gaugin, Georges
Braque, Edward Munch and many more.

Visual arts is broadly categorised into two:

 Fine Arts: the term ‘fine’ implies beauty, skill, superiority, elegance,
exclusiveness and perfection. Fine art is essentially concerned with
aesthetic pleasure. It may include drawing, painting, sculpture and
architecture. Fine art is purely a product of an artist’s search for self-
expression.
 Applied arts: it is art for a purpose. It is defined as a product of an artist’s
search for visual solution to problems of man’s basic needs such as food,
clothing and shelter.

1.3 What is design?

Design is a language which the designer communicates his/her intended
message. A design message aims at transferring meaning from one mind to
another. Design refers to the process of originating and developing a plan for
a product, structure, system or component with intention.

Saul Bass, graphic designer of the 20th century said, “Design is thinking made
visual”.

Designing is the process of converting information that characterizes the

needs and requirements for a product into knowledge about a product.

Features of Design

• Human endeavors (talent, experience, practice, prejudice)

• Design involves creative, innovative, and original thought

• Open-ended

• Restricted by resources

• Designers may have different “value” systems

• Designers have to make decisions under uncertainty and risk.

4
BA (JMC) 105 Unit 1, Lesson 1

ART

VISUAL ART

APPLI
ED
FINE
COMMUNI ART
ART
CATION

GRAPHICS

Fig: Art narrowed down to graphics

A design is used for either the final solution (e.g. drawing, proposal,
description, model) or the product of implementing that sketch in the form of
the final product of a design process. It is said that almost 65% of people are
visual learners.

The word ‘design’ is used in different fields in different contexts. It has a

broader meaning in addition to a narrower meaning. In a narrower sense it is
used as ‘graphic design’, ‘industrial design’, ‘textile design’ or ‘fashion design’.
In such cases ‘design’ means highly focused artistic activity with respect to
these fields. In a wider sense, the term ‘design’ refers to purposeful activities
that direct towards creation of something important. The term ‘design’ is used
in different fields for example circuit design in electronics, design of a building
in architecture and design of a logo in graphic design.

Commonly the term ‘design’ is used as a noun to refer an object or a model

which is striking or useful. It can be an outline of an idea, a thought or a

5
BA (JMC) 105 Unit 1, Lesson 1

concept. For example, design of a washing machine, design of a vehicle. It

also refers to a beautiful pattern on the piece of cloth in the same sense.

Saul Bass said “Design is thinking made visual”. In other words, design is the
thought process comprising the creation of an entity. Design is the activity of
creation, as opposed to the product of creation. Good design contains
visibility, good conceptual model, good mappings and feedback.

Self-Check Questions

1. Tick (√) the right answer.

Which of the following is not a famous artist?

a) Van Gough, ,

b) Paul Gaugin

c) Leonardo Di Caprio

d) Georges Braque

2. Which form of art is concerned with aesthetics and beauty?

___________________

3. What did Saul Bass

say?_________________________________________.

1.4 What is graphics?

Graphics are defined as the process of representing a 3-dimensional entity on
a 2-dimensional surface, using mathematical scales and projection.

Graphics are visual presentations on some surface, such as a wall, canvas,

computer screen, paper, or stone to brand, inform, illustrate, or entertain.
Examples are photographs, drawings, Line
Art, graphs, diagrams, typography, numbers, symbols, geometric designs, ma
ps, engineering drawings, or other images. Graphics often
combine text, illustration, and colour. Graphic design may comprise of the
conscious selection, creation, or arrangement of typography alone, as in a
pamphlet, poster, flyer, website, or book. Clarity or powerful communication
may be the target, relationship with other cultural components may be
searched for, or just, the making of a distinctive style.

Graphics can be functional or artistic. The last can be a recorded version, for
example, a photo, or an elucidation by a researcher to highlight vital
components, or a craftsman, in which case the distinction with imaginary
design may get blurred. Graphic Art is a subset of visual art. The word

6
BA (JMC) 105 Unit 1, Lesson 1

graphic is derived from a Greek word ‘graphiko’ which means writing. Graphic
art is a medium that conveys a written message.
1.5 What is Graphic Communication?
It is the process of creating, producing, and distributing material
incorporating words and images to convey data, concepts, and emotions.

Graphic communication has three basic components:

i. Written messages
ii. Visual images-pictures & photographs
iii. Layouts

According to Arthur Turnbull, an international authority on graphics, “graphic

communication is a process of conveying messages by means of visual
images, which are usually on a flat surface.”

1.5.1 Graphic Design

Graphic design is not a mere decoration of written message: it is a cognisant

and meaningful attempt to maximise the impact of the written message. It is
through graphic design that a written message obtains the power to
discontinue and hold the target audience.

Graphic Design = Message Content + Message Presentation

Graphic design basically focuses on visual communication and presentation.

Different means are used to create and combine illustrations, images and
words to create a visual representation of ideas and messages.

Self-Check Questions

Tick (√) the right answer.

Which of the following is not a component of graphic communication?

a) Written messages

b) Noise

c) Photographs

d) Layouts

4. Graphics has been derived from a Greek word _____________

5. The Graphic Design is a combination of_________________ and

_____________________.

1.6 Assignments
7
BA (JMC) 105 Unit 1, Lesson 1

1.6.1 Class Assignments

1. Write a paragraph of 250 words on: “Importance of graphics and

design in our daily life.”

1.6.2 Home Assignments

1. Observe different kinds of graphics and design and create a list

based on your observation.

2. What are different types of visual art? Support your answer with
examples.

1.7 Summing Up
In this lesson we have learnt the basics of graphics and design. By following
certain rules and principles we can make an effective use of visuals while
communicating our messages to people. Visuals also form a different kind of
language which has a set of practices by which images can be used to
communicate concepts. The lesson also explains different categories and
kinds of visuals used in the practice of communication.

1.8 Possible answers to Self-Check questions

1. (c) Leonardo Di Caprio

2. Fine Arts

3. Design is thinking made Visual

4. b) Noise

5. Graphico

6. (a) Message content (b) message presentation

1.9 Terminal Questions

1. What are the functions of visual communication?

2. What is Visualisation? How can we use visual as a language?

3. Write short notes on:

a) Originals

b) Visuals printed on page

1.10 Suggested Further Readings

1. Art and Print Production by N.N. Sarkar

8
BA (JMC) 105 Unit 1, Lesson 1

2. Printing and Publishing by A.K Dhar

3. Graphic Design Theory by M Davis

4. Designing Print Communication by N.N. Sarkar

5. Graphic Design Tricks & Techniques. Cincinnati, OH: North Light

Books by L. Nelson, M. Joss

1.11 Keywords
1. Fine Arts: the term ‘fine’ implies beauty, skill, superiority, elegance,
exclusiveness and perfection. Fine art is essentially concerned with aesthetic
pleasure.

______________________________________________________________

Notes