Bolivarian Republic of Venezuela

Ministry of Popular Power for Education

University Institute of Industrial Technology 'Rodolfo Loero Arismendi' I.U.T.I.R.L.A.
Graphic Design D3DD
Barcelona–Edo. Anzoátegui Extension

Professor: Alumna:
Yennifer Salazar Crystal González
Graphic Design Workshop I C:I: 27,825,344

Barcelona, June 5, 2020

 Who was Alfred Hicketheir?

The field of design has been formed over time thanks to great
artists, students, and teachers dedicated to exploring their imagination and filling the world
of color and meaning through visual representations, Alfred Hickethier figures in this
time as one of those pillars and pioneers in design, was born in Süder-Linden, Switzerland in
1888 and died in Zurich in 1967. He was a Swiss painter who was closely
linked to the German school known as Bauhaus, of which he was one of its
founding members.

He began his studies in 1904 and entered a seminary for teaching.

Berna. Once these were completed, he worked as a professor. In accordance with his heterogeneous taste, he
enrolled in mathematics and natural sciences courses, which had a great influence
influence when later he was in charge of directing the 'Vorkus' or course
preparatory studies at the Bauhaus. Dedicated to the study of graphic arts, in
In 1952, Alfred Hickethier proposed 'The Cube of Colors' to classify and organize colors.

The system consists of three primaries, three secondaries, white and black that
They are placed at the vertices of a cube. The diagonal that connects the vertex on which it rests
solid with its opposite, it forms the grayscale with white on top and black on the bottom. The
primary colors, yellow, magenta, and cyan, are at the end of the edges that lead out
from the white. The secondary colors, at the end of the edges that start from the black.
Each edge is divided into 10 orthogonal parts. Thus, the cube has 1000.

For its use, ten parallel square tables are employed, each subdivided into
100 squares. Each square is identified, apart from its color, by its proportions.
from the mixture of primary colors that it has. They go from 000 white to 999 black. The numbers
they specify the color varying from 0 to 9. The first digit indicates the content of yellow of
color; la segunda, el contenido de magenta; y la tercera, el contenido de cian. De este modo,
It is very easy to obtain coded complementary pairs.
according to the Hickethier system: they only have to add 999.
 Hicketier thought about this system of three primary colors giving the mixture the property
to become transparent. The smaller the figures, the more transparent the result is.
mix and therefore whiter.

Elements that must be present for the design and layout of a billboard
advertising and a bus stop.

Visual advertising can be understood as one of the first and most important
elements of brand, product, company, organization promotion, etc. Regardless of
the type of advertising in question, the correct visual composition must prevail for
guarantee a comprehensible, meaningful, and effective visual message. The elements that are
they use for this range from the point that makes up a stroke to spatial distribution and
the correct conjugation of the elements in order to produce a good design.

Visual elements
1. Point: It is the minimum visual unit found in a
visual composition, from which all kinds of strokes and orders develop
graphics.
2. Line: Moving a point to another place through a stroke creates a line.
which fosters a visual dimension in a curved, straight, or mixed position
vertical, horizontal or diagonal.
3. Volume: The lines displayed in a visual field are capable of generating
volume and build visual compositions that can be detailed and sophisticated.
4. Texture: Visual skill must be able to generate a feeling of
reality when observing a design. This is achieved with perspective and intensity of
color when generating a design.
5. Contrast: It allows for effective understanding of the visual content and is achieved through
starting from the use of different colors, thicknesses, textures, and appearances
6. Symmetry or asymmetry: Symmetry promotes equality of shapes, colors and
textures for the visual elements of a design, asymmetry is the absence
of this condition of equality.
7. Depth and perspective: The point of view from which the viewer starts
dice mucho de la perspectiva y carácter que va adquirir el objeto de diseño.
8. Movement: The design will be more dynamic if curved elements are integrated.
bright colors, while the images and little rigid light will give a
feeling of stiffness.
9. Color: The colors must have conceptual consistency with the type of
messages that the announcement intends to convey, represent the chromatics of who
sponsorship of the image and not having a palette that is too varied or discordant.
five colors, by far, will be enough.
10. Typography: The typographic selection is responsible for supporting the
verbal argument of the poster or banner. Whether it is a phrase, a slogan, or a fact
 hard or until a logo, it must be a legible font in the multiple
sizes and supports to which the ad could be transferred.
11. Visual order: The image of the advertisement requires a visual order.
that seems logical to the viewer's gaze and allows the message
mainly to be transmitted successfully and logically.
12. Space: All visual advertising with powerful messages needs to have air.
between each of its visual elements. To achieve this visual sensation
The use of negative space is also very useful. The goal is not to
saturate with information that may become overwhelming for the gaze of the
spectator.
Illustration: The most varied techniques of illustration and design are possible.
to pour into an advertising design. One must be cautious if they are resumed
season trends and seek, as much as possible, the
visual timelessness.
14. Visual conventions: For communication to be effective and
capable of being understood by a wide number of viewers, it
the use of visual conventions is advisable, such as
pictograms and icons.
15. Information: It is not useful to place too much information in a message.
Visual advertisers, on the other hand, must place messages -both written
as consistent, brief visuals that avoid, in case of not being
necessary, the use of graphics or other informative elements a little more
complexes.
16. Simplicity: We have emphasized several of the previously mentioned points in
the advantages of placing visually reduced elements in terms of color,
extension, space and order. And it is that graphic simplicity is almost always
guarantee of visual success.
17. Agreement: The client who commissions the design of visual advertising is the one who
it possesses the essence of the visual message that is going to be visually represented. The
the rest depends on there being a true concordance between the desire of the
client, the essence of your message and what you are capable of conveying
visually.

The conjunction of the different elements is what makes the "miracle" and success possible.
of graphic design and visual creativity. These are general elements that are used
for the process of diagramming any design, since all are undeniably
necessary. In the case of outdoor advertising that is seen on the different types of billboards,
In addition to all these elements, it should be taken into account during the analysis process.
from the design (stage where what is to be done is proposed), structuring the advertising
taking into account factors such as the message must be understood within the first 5 to
10 seconds since these advertising media are usually valued more during a
car ride where looking away for more than that fraction of time is not possible.
Precisely due to this detail, the outdoor advertising design applies the 'less is'
more," and hence the importance and weight of making a good design for this type of
advertising since the success or failure of the campaign will depend on it.

Regarding the advertisements displayed at bus stops, it applies

the same meaning, but the size and proportion change noticeably and for that reason it should
diagram each design for each billboard individually. The advertisements
at the bus stops have the advantage that people stay for
more time near them and therefore have more opportunity to analyze them, without
embargo, for this reason, one should not incur in overloading the message, but rather apply some
what other element reinforces the message, which must always be very clear and
directly to achieve the expected impact.

Elements used in the design of a book cover and back cover.

The cover of a book, just like outdoor advertising or one for social media,
If diagram your design considering all the elements mentioned before, having
Keep in mind that the perspective from which design should be approached must be even more
inclined to generate a direct impact on the possible reader, and this entire concept must
to apply not only to the front cover, but also to the spine and the back cover of the book, knowing
that each one serves a different function, none more important than the other, but if you
Don't worry, one could lose sight of the design objective.

To diagram and structure the design, it is often necessary to use

a combination of software to achieve the best result, including Adobe Photoshop
to create the designs with images of the back cover, spine, and front cover as one
image; and Adobe InDesign to have better control over the specifications of
printing and typography. The use of software is maintained throughout any process of
design layout since many of these have the indicated characteristics for
elaborate on the different elements that make up the project.

The design of book covers is one of the most creative areas of design.
printing, due to the fact that they are closely linked to art, which is defined
like the connection between a book and a potential reader that is full of emotion. Hence,
the first impression of a book is given by its cover or, failing that, the spine, which have
the goal of capturing the attention and interest of the reader at a glance, while in
the cover bears the greater weight of containing a description that causes so much intrigue and
enthusiasm to the reader that upon finishing reading these brief lines is convinced that they have
to buy it. To achieve this, the following characteristics must be taken into account:

The Cover: it must be balanced, generate impact, and be completely legible.

design must consider important details such as the book title and the name
by the author. There are cover designs where typographic design is prioritized in the
cover extension, and others that may alternately be based on a photo
impactful as the dominant characteristic, while the typography shifts to
background.
The Back Cover: recalling what I mentioned earlier; the cover must
designed to promote the book and provoke an immediate reaction from a
reader, while the back cover should be used to 'close the deal',
provided interesting information about the book. In addition, it must also
include a barcode, and it could also include the publisher's logo and the website
web.

Necessary elements for the layout of a publication in the various

social networks.

It is important that every design conveys a clear and visual message, since if our
design does not say anything we are not going to capture the attention of users on different networks
social. The following are essential elements to apply when designing
visual content for these networks that increasingly demand greater and better content
visual.

The harmony of images with text: To communicate a clear and visual message is
it is essential to have a strategy for composition between images and text,
figures and typography. In such a way that there is a perfect harmony across all networks
brand social media and generate user participation.

Combine the colors well: Before choosing the different shades for a design
In social media, the meaning of colors and what they represent must be taken into account.
they convey; adapting the color range to what wants to be communicated and
select up to 3 colors at most so that the design doesn't look like a
carnival. In most cases, it is usually recommended to use colors
corporate identity of the company or brand, in order to maintain harmony and identity
what defines them, however, depending on the type of content generated and
Even, depending on the type of company for which the publication is made, it can be built.
a content plan where it can be divided into different palettes of
colors as long as it maintains consistency, and does not violate what was stated before
described.

The fonts to be used: this is one of the details that depends a lot on.
the effectiveness of the design, since fonts can also convey messages
by themselves and not only by the text they contain, but also by their characteristics
of the same. To ensure the design maintains its harmony and comprehension, it should not
choose more than 2 fonts, and they must combine very well. A
A good combination advice is to base it on contrast, like,
example: sans serif with italics or serif with sans serif.

In addition to these elements, which do not apply only to a publication or design

specific, but rather it serves as considerable details when diagramming and designing,
there are also a number of basic recommendations that every designer should have
count before you start developing your design.

In design, simplicity makes it easier to understand the message, because

it is important that the design has the right typography, images, and colors
more necessary. Short texts and simple backgrounds should also be used.

Highlight the most important: This will guide followers towards the interest of the
company or brand. It's as simple as highlighting the text with an eye-catching font.
or with a color that stands out from the rest, as long as the range is taken into account
color chromatics.
 Taking inspiration: There is nothing wrong with taking note of what others do.
large brands, whether they are from the sector that will be worked on or not,
this will help create original images for the design that is going to be made.

Consult third-party opinions: This can help to know if the message is

well transmitted and how to improve it to make the next projects and
creations are even better.

Behind any design, there is a prior layout that combines all the
necessary elements and makes use of the most suitable tools for each design,
including various work software such as the Adobe family. In each of the
topics we addressed where advertising and layout applied, it is stated that the
Image is very important in marketing and advertising, so we must develop
each visual element on its different supports. The colors must be in harmony
conceptual with the type of messages that the advertisement intends to convey, since in a design of
Advertising is a possibility to pour the most varied techniques of illustration and design, and that is
The visual represents one of the most important informational elements of marketing and
communication in general; that is why through images it is possible to acquire messages
significant both in the fields of advertising and propaganda, health, culture and
more. The visual elements previously described are essential and must be applied to
moment of its conception, design, production, and delivery.
 Bibliography

Who was Alfred Hicketheir?

The Cube of Alfred

[Link]?m=1

Elements that must be present for the design and layout of a

advertising billboard and a bus stop.

[Link]
advertising/

[Link]

Elements used in the design of a front and back cover of a

book.

[Link]

Necessary elements for the layout of a publication in the

various social networks

PDF: from the Central American University Faculty of Science and Technology
Environment. Department of Design and Architecture Bachelor's Degree in Graphic Design
UCA. Topic: Good practices in advertising design on social media