The Gold Ratio


Ratio: 1 : 1.618

The Facebook example of using the golden ratio:

Another design example of using the golden ratio:


MId-term Review

Below is a review for your mid-term exam.

  1. Understand “negative space” and it’s relationship to positive space.
  2. Emotional connotation of “diagonal lines” see
  3. Understand the effect of the design element “Unity” read
  4. Know what a “widow” is in type setting
  5. Grid systems can create a solid structure for which to lay a strong visual layout.
  6. Know the difference between vector and pixel base artwork
  7. The the colors used in the color modes CMYK and RGB
  8. Difference between art and design (look the Eames and Potter interviews)
  9. Style=Fart by Stefan Sagmeister. What is the premiss of this quote? styles turn into trends read
  10. To prepare an Illustrator file for the printer safe as a PDF.
  11. Know what typographic “kerning” is.
  12. Know what typographic “leading” is.
  13. Know what a ligature is and what its purpose in type design.
  14. Be able to explain “visual hierarchy”

Be able to identify works by:

  • El Lissitzky
  • A.M. Cassandre
  • Paul Rand
  • Swiss/International Style (think Josef Muller Brockmann)
  • David Carson

There will also be an Illustrator skills portion of the test. Know how to:

  • Place an image into Illustrator
  • Create a Clipping Mask
  • Set Type
  • Create Outlines (type)
  • Use the direct select tool

Line Lecture

The Function of Lines in Graphic Design and Web Design:

  • 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.

Can be used as an organizational guide, some examples are:

  • Wire-framing in web design
  • Sketching in logo design
  • Properly aligning text and images in web design and graphic design
  • The grid system

The Different types of lines:
Line: A line is the track made by the moving point…
It is created by movement–specifically through the destruction of the intense, self-fontained repose of the point. Wassily Kandisky

Implied Line: A series of points or figures that the eye automatically connects and forms an imaginary line, some examples are:

  • Text in a column or aligned along a baseline
  • A trail of crumbs
  • A group of cars behind one another
  • Group of people in line at a concert

Psychic Line: An invisible line from one element to another followed by our eyes and created in our minds. Some examples are:

  • Lines created by negative space
  • A sign pointing in a certain direction
  • Someones eyes staring in a certain direction

Contour Lines: Used to make up forms and figures in a drawing. Describe the outlines in a drawing.

Horizontal lines: (horizon lines or baselines) Lines that go from left to right, convey a feeling of stillness and lack of motion or rest. Horizontal lines are normally associated with sleep because normally a sleeping figure is parallel to the earth

Vertical Lines: Convey a sense of height and alertness, can be associated with a person standing up.

Diagonal Lines: Associated with movement or lack of stability and tension, can also indicate depth when using perspective. (Normally an object that is diagonal is not stable and probably about to fall or is in movement).

Rectilinear: Square and straight lines.

Curvilinear: Organic by nature and can feel more soft.

Functions of the Line:

  • There can be unlimited variations of line
  • Basic element that can convey many different moods and feelings in art or design
  • Describes shape
  • Helps recognize familiar objects without displaying actual qualities of the object
  • Basic tool every designer and artist uses
  • Method of representing the three dimensional world