GRAPHIC DESIGN

Unit 4

Ethics In Graphic Design

Sub-Unit 1

Moralities in Ethics

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 4
Ethics In Graphic Design
Sub-Unit - 1
Moralities in ethics

Session 1: Introduction To Ethics

a. What is ethics?

b. Why do we need to practise ethics?

c. Different levels of ethics

Sub-Unit: Moralities in Ethics

Session 2 Professional Responsibilities

a. What is social responsibility in professional responsibility?

b. What is environmental sustainability in professional responsibility?

c. What is inclusivity in professional responsibility?

Session 3 Ethical Dilemmas In Graphic Design

a. What are ethical dilemmas?

a. Why do we need to practise ethics?
1. Professional Reputation Ethical design inherently minimises risks, enhancing
professional reputation.

2. Decision Guidance Helps in the decision-making process and navigating

dilemmas.

3. Positive Impact Design shapes behaviour; ethical choices improve lives

and experiences.

4. Builds Trust Ethical design fosters trust with audiences and clients.
b. What are the different levels of ethics?
c. What are the 3 key areas of ethics?

1. Morality: Morality for customs or manners, deals with ethics and assesses whether actions
align or conflict with the values adopted by a society or culture.

2. Legalities: Legalities in graphic design mean following the rules and laws that apply to
the field.

3. Integrity: Integrity is about being honest and consistent in your work to build trust with
clients and audiences.
Session-2

Moralities - Professional Responsibilities

Important Concepts

Keyword Keyword

Professional Inclusivity
Responsibilities Including or covering all the items,
Responsibilities cover what we do and how elements, participants, or aspects of
we treat others in our personal, social, and something, especially in terms of
professional lives. diversity, accessibility, or representation.

Insights
The story highlighted the importance of professional
responsibility in design ethics, ensuring products benefit society
while upholding ethical principles and minimizing harm.

DBSE CLASS XІ| DMD GD Moralities - Professional Responsibilities

a. What social responsibilities fall under professional responsibility?

b. What is environmental sustainability in professional responsibility?

c. What is inclusivity in professional responsibility?

 Activity 1
Develop a design solution for one of the listed topics that incorporates
the three parameters of professional responsibility: social
responsibility, environmental sustainability, and inclusivity.

Draw inspiration from how interns at Mayfair Design approached their

projects and devised packaging designs while considering these three
aspects.

TOPICS:
(Choose any one of the following topics)
1. Outline a design plan for Shimmers, a fashion brand, for their
upcoming summer fashion show campaign.

2. Create branding materials for a local farmers market.

DBSE CLASS XІ| DMD GD Moralities - Professional Responsibilities

a. What is an ethical dilemma?
At a crossroads, a person is faced with two paths. One promises quick success but involves
bending rules, while the other requires hard work and following rules. This creates a moral
dilemma. Choosing the ethical path lays the foundation for success and promotes integrity.
SNo Reference List Refer At:

1 Book: Design for everyday things ‘The Moral

Obligations
of Design’
Section

2 Video: Design is [ Ethical ]

3 Video: What is ethical design?

 GRAPHIC DESIGN

Unit 4

Ethics In Graphic Design

Sub-Unit 2

Legalities in Ethics

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 4
Ethics In Graphic Design
Sub-Unit - 2
Legalities in ethics

Sub-Unit: Legalities in Ethics

Session 1 Violation of IPR

a. What is Intellectual Property (IP)?

b. What is Intellectual Property Right (IPR)?

c. What are the different types of IPR?

Session 2 Fair Use

a. What is fair use?

b. What are the four factors that determine whether a use is fair?
a. What is Intellectual Property (IP)?
In the above activity, all the superhero illustrations will be different from each other as all
the minds work, think and create differently.

Intellectual Property(IP) is the creation of the mind such as designs, inventions, brand
names, literary works etc.

● IP is like possessing a very valuable item. Let's say it's a priceless piece of jewellery or
a rare collectible item.
● It's something unique, precious, and one-of-a-kind that belongs solely to you.

b. What is Intellectual Property Right (IPR)?

Protecting creative and original work from being copied, taken, or claimed by others is
essential.

It's a set of legal rights and rules that act as a barrier, preventing others from unauthorised
access, use, or exploitation of an inventor's precious item.
c. What are the different types of IPR?
IPR Name Definition Application

1. Copyright Copyright is like a shield that 1. Literary Work

protects creations. It gives 2. Dramatic Work
the exclusive right to the 3. Musical Work
owner to decide who can 4. Artistic Work
use, copy, or distribute their 5. Cinematographic Work
work. 6. Sound Recordings

IPR Name Definition Application

2. Trademark 1. A trademark is a unique 1. Product names and

word, picture, colour, nicknames (for example,
combination, mascot, shape, both Coca-Cola and Coke
logo, packaging, symbol etc. are marked)
helping consumers identify 2. Logos
goods or services of a
3. Sounds (like Nescafe
business from one another.
advertisement sound)
4. Business names
5. Slogans (like Nike’s “Just
Do It”)
6. Colour combinations or
schemes
IPR Name Definition Application

3. Patents In simple words, patents are 1. Idea or Innovation

the right to owning an idea 2. Technology
or invention.

2. Patents can grant exclusive

rights to the process or the
design or the product or
service.

3. It doesn’t run indefinitely. A

person or company must
apply for another patent after
a certain amount of time.

IPR Name Definition Application

4. Industrial Design 1. Industrial design focuses 1. Jewellery

on the visual appearance of a 2. Medical equipment,
product. 3. Electrical appliances,
4. Furniture
2. It does not protect 5. Housewares,
technical or functional 6. Architecture,
features but emphasises how 7. Textiles, toys, and
a product looks and its graphical user interfaces like
design. navigation systems
3. Applies to a wide range of
products in both industry
and handicraft.
4. Includes two-dimensional
aspects like lines, colour, and
patterns, as well as
3-dimensional aspects like
the shape of an article.
IPR Name Definition Application

5. Geographical Indications Geographical indications Applicable to everything

(GIs) in IPR protect and
promote products linked to
specific regions, ensuring
their unique qualities are
recognized & trusted.

IPR Name Definition Application

6. Trade Secret A trade secret is confidential 1. Recipes

business information, like 2. Innovation & Technology
formulas or customer lists,
giving a competitive edge.
Unlike patents, it's protected
as long as it stays
confidential, providing
ongoing business advantage.
a. What is fair use?
The legal right to use copyrighted images as long as the images are used for educational,
research, or personal use or as long as the image benefits the public good in some way.

b. What are the four factors that determine whether a use is fair?
a) Purpose and character of This factor considers whether the use is for commercial
the use (commercial or gain or nonprofit educational purposes, with the latter
non-profit educational use) being more likely to qualify for fair use.

b) Nature of the copyrighted Examines whether the original work is factual or creative,
work (factual or creative) with fair use more likely for factual works than highly
creative ones.

c) Amount and Consider the proportion of the copyrighted work used and
substantiality of the portion whether the portion used is central to the work's value,
used with fair use more likely if only a small portion is used.

d) Effect on the potential Evaluates whether the use of the copyrighted material
market for the original work would negatively impact the market or potential earnings
of the original work, with fair use less likely if it competes
with the original work's market.

SNo Reference List Refer At:

1 Video: Understanding IP

2 Video: Intellectual Property Rights

 GRAPHIC DESIGN

Unit 4

Ethics In Graphic Design

Sub-Unit 3

Integrity in Ethics

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 4
Ethics In Graphic Design
Sub-Unit - 3
Integrity in Ethics

Sub-Unit: Integrity in Ethics

Session 1 Professional Conduct

a. What is integrity & transparency?

b. What is honouring commitments?

c. What is fair competition?

d. What is respecting IPR?

Session 2 Unethical Practices

a. What is spec work?

b. What is image manipulation?

c. What is plagiarism?
a. What is integrity & transparency in the
design profession?
Honesty is an integral part of ethical design
whereas transparency in our communication
and actions is vital.

This means being truthful about our capabilities

and qualifications, providing accurate
information to clients and audiences, and openly addressing any conflicts of interest that
may arise. Transparency builds trust and fosters strong relationships with our clients.

b. What is honouring commitments in the design profession?

Designers must always keep their promises to clients, suppliers, collaborators, and
employees. Honouring written, verbal, and contractual commitments is crucial for
professional reputation, legal reasons and for personal satisfaction that helps in fruitful
continuation of the profession.

c. What is fair competition in design?

There’s always competition in any professional field. Likewise, designers face competition
with the quality of work, clients, contract deals, job professions and other opportunities.
There are 2 ways of participating in a competition; compete with the quality, originality,
novelty and the skills acquired over time. The second option is to beg, borrow and steal.
A professional designer who aims to build a long-lasting career in design needs to compete
ethically.
The table below showcases some ethical and unethical practices:

Ethical Practices Unethical Practices

Designers competing for contracts Misrepresentation, taking credit for others'

should be transparent and honest. work, and making false claims about
qualifications are bad practices for a designer.

Basic professional respect should be Unfairly damaging the reputation of another

given to fellow designers. designer is considered unprofessional.

d. How to respect IPR when designing?

As designers, we must respect the intellectual property rights of others. This includes
obtaining proper licences and permissions for any assets used in our designs, such as
images, fonts, or software. Plagiarism and copyright infringement are serious ethical
violations that can result in legal consequences.

By respecting intellectual property rights, we not only uphold ethical principles but also
contribute to a fair and creative industry.
a. What is spec work in the design industry?
Spec work, also known as speculative work, occurs when an individual is requested to
undertake a task without receiving payment upfront or any assurance of eventual
compensation.

It resembles completing a project or assignment as an evaluation for a job opportunity, yet

there is no certainty of receiving payment for the effort invested.

b. What is image manipulation in graphics?

Ever seen graphics that seem unreal or ones that are picture-perfect but later exposed to be
manipulated? Fig.[Link] depicts the ethical way of manipulating an image for creative
purposes.

Image manipulation in graphics refers to changing or altering images using software like
Photoshop. It is a common practice followed by designers under fair use. However, image
manipulation becomes unethical when the reference graphics are created to mislead,
misguide the audience or means harm to someone's reputation. Figure [Link] illustrates the
unethical manipulation of an elderly woman's wrinkles to promote a product in a manner
that is deceptive and redirects the audience's attention.

c. What is plagiarism?
Plagiarism in graphics refers to copying or using someone else's artwork, design, or visual
elements without permission or proper credit. It's like taking someone's drawing or image
and pretending it's your own, which is not fair or honest.

In design, plagiarism is considered wrong because it violates the original creator's rights
and can also mislead people about who really made the work. It's important to respect the
work of others, give credit where it's due, and create original designs to maintain integrity
and fairness in the field of graphic design.
SNo Reference List Refer At:

1 Video: Integrity - ethics defined

 GRAPHIC DESIGN

Unit 5

Emerging Tech in Graphic Design

Sub Unit 1

AI in Graphic Design

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 5
Emerging Tech in Graphic Design
Sub Unit - 1
AI in Graphic Design

Sub-Unit: AI in Graphic Design

Session 1 Introduction to AI

a. What is AI?

b. What was the need for AI?

c. What is Generative AI?

d. What are some AI tools for designers?

Session 2 AI Prospects and Critique

a. What is the potential of AI in graphic design?

b. What can designers do that AI can’t?

c. What are the drawbacks of AI?

d. How can AI be used ethically?

e. What are the copyright laws around Generative AI?

a. What is Artificial Intelligence?
Artificial Intelligence (AI) refers to when machines or software can be smart. It's about
making machines think like humans, being able to figure things out, solve problems, and
learn.

b. What was the need for AI?

The volume of tasks to be completed is growing every day. Therefore, to enhance
productivity, a system is required which is capable of imitating human thought processes
but operating at accelerated speeds to accomplish these tasks efficiently.

c. What is Generative AI?

Generative AI is a type of Artificial Intelligence
that utilises training models to create text,
graphics, or other media. These models learn the
structure and patterns from the data they are
trained on and then generate new data with
similar characteristics.
d. What are some AI tools for graphic designers?

[Link] A tool that removes backgrounds from images.

[Link] Converts raster images to editable vectors quickly.

[Link] Generate colour palettes from single keywords.

FontJoy Get real-time font pairing suggestions.

Dall-E 2 Enter a prompt and it will generate an image for it.

It can conduct searches, write content, generate

Microsoft Copilot
images, etc.

Provides multiple tools in one place including

Microsoft Designer background remover, design creator, image
generator, etc.
a. What is the potential of AI in graphic design?

b. What can designers do that AI can’t?

1. Originality: Designers can bring creativity to the table while AI solely relies on data
input to generate its outputs.
2. Empathy and Emotional Intelligence: Designers can empathise with their users,
allowing them to get a step ahead and create user-centric designs.
3. Critical Thinking and Problem-Solving: Designers employ critical thinking for
innovative, goal-oriented solutions, whereas AI relies on preset algorithms and
lacks contextual understanding.
4. Design Ethics: Designers prioritise ethics, considering user privacy, culture, and
social impact unlike AI, which may overlook these aspects.

In summary, designers bring irreplaceable skills and emotions to the table, setting them
apart from AI. While AI can aid in design processes, it falls short of replicating the stretch
of human creativity, empathy, critical thinking, and intuition.

c. What are the drawbacks of AI?

d. How can AI be used ethically?
Over the years, there have been diverse conversations regarding the ethical use of
AI-generated content. The table below showcases common ways to use AI ethically:

Transparency One should communicate whether AI was used in their work.

Human-AI Use AI as an extension of human creativity, not as a replacement for

Collaboration it.

Respect
Make sure that AI-generated designs do not violate any copyrights.
Copyright

Accessibility Make sure the designs are accessible to everyone.

Privacy Ensure the protection of user data and acquire consent.

Follow the established laws and regulations around the use of AI and
Compliance
copyrights.

e. What are the copyright laws around Generative AI?

1. Who owns the copyright to AI outputs?

The law states that AI outputs cannot be copyrighted unless a significant amount
of human effort is applied to them. This implies that if an image is generated, it
cannot be copyrighted unless significant alterations are made to it.
2. Does the AI training process infringe on existing copyrights?
While training an AI model does not infringe on any copyrights in itself, the dataset
used to train these models often includes copyrighted material.
3. Can AI-generated works infringe on copyrights?
AI-generated works can infringe on copyrights if they are too similar to existing
copyrighted material.
SNo Reference List Refer at:

1 Book: Creative prototyping with Generative AI Page no-49-55,

250-269,
328-332

2 Article 1: The Future of Graphic Design: Emerging tech trends

to watch

3 Article 2: The Rise of AI in graphic design

4 Article 3: AI art and the portrait of Edmund De Belamy

5 Article 4: The 15 biggest risks of Artificial Intelligence

5 Video 1: What is AI?

6 Video 2: Can AI replace our graphic designer?

 GRAPHIC DESIGN

Unit 5

Emerging Tech in Graphic Design

Sub Unit 2

Graphics in Metaverse

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 5
Emerging Tech in Graphic Design
Sub Unit - 2
Graphics in Metaverse

Sub-Unit: Graphics in Metaverse

Session 1 Designing in Metaverse

a. What are the implications of metaverse for graphic design?

b. What are the design possibilities in the metaverse?

c. What are some tools that can be used to design for the metaverse?

d. What is blender 3D and how does it work?

e. What are the guiding principles for metaverse designers?

Session 2 Designing for Immersive Spaces

a. Why does immersion matter?

b. What are some tips for designing immersive experiences?

a. What are the implications of metaverse for graphic design?
Within the Metaverse, a digital platform, designers have the opportunity to exhibit their
talents within immersive virtual environments. This offers graphic designers a platform to
craft unconventional and visually striking designs.

b. What are the design possibilities in the metaverse?

In the metaverse, there are numerous design possibilities limited only by imagination and
technology. Some key design possibilities include:
1. Avatars: Produce distinctive digital avatars of individuals, allowing customization
ranging from attire to overall appearance.
2. Virtual Spaces: Create and construct immersive settings like virtual stores,
companies, gatherings, showcases, and other experiences.
3. Object and Products: Create and personalise virtual goods, items, or assets tailored
for use within the metaverse.
4. Landscapes and Architecture: Shape and design virtual landscapes, buildings, and
architectural elements.
5. Clothing and fashion: Create virtual garments and accessories for avatars to
elevate their style.
c. What are some tools that can be used to design for the metaverse?

Figma Blender 3D Unity Unreal Engine

Figma streamlines Blender empowers Unity helps build Unreal Engine

design collaboration creativity with immersive creates stunningly
effortlessly. versatile 3D tools. experiences across realistic worlds with
platforms. ease.

d. What is Blender 3D and how does it work?

Blender 3D is a free software that helps in making 3D graphics like models and animations
which can further be used for making movies, video games, or even just for fun. It's
popular because it's really powerful and has lots of interesting features.

Go to [Link]/download to download the software.

Fig. [Link]

Blender tools and shortcuts cheat sheet:

Fig. [Link]
 Fig. [Link]

Figure [Link] shows the ‘Select Mode’ and ‘Object Interaction Mode’ respectively in
Blender.
Figure [Link] shows the toolbar in Blender, along with the usage and the shortcuts for
them.

e. What are the guiding principles for metaverse designers?

Metaverse designers adhere to several guiding principles to create immersive, engaging,
and inclusive virtual experiences. Some of these principles include:
a. Why does immersion matter?
Immersion generally refers to a deep involvement or absorption in an activity or
environment, often to the extent that one's awareness of surrounding external stimuli is
diminished. Immersion plays an important role as it helps in:

Deeper learning and Immersive experiences, such as virtual reality simulations of

engagement historical events or augmented reality-powered anatomy
lessons, offer a more profound understanding and
engagement compared to traditional methods.

Enhanced empathy and Immersive storytelling helps stepping into the shoes of
connection others, nurturing empathy and promoting understanding.

Improved skills and Immersive training simulations provide a safe and realistic
training environment for practising complex skills such as surgery or
piloting, resulting in enhanced preparation, risk mitigation,
and improved performance in real-world scenarios.

Boosted creativity and Immersive technologies dismantle barriers, fostering greater

innovation creativity. Architects utilise AR tools to visualise designs in
real-world contexts, while artists explore VR for innovative
creation methods, sparking novel ideas and advancements
across various fields.

Powerful marketing and Immersive experiences like VR demos and AR try-ons build
brand storytelling lasting connections with customers. Interactive campaigns
help convey compelling stories, boosting brand loyalty and
sales.
b. What are some tips for designing immersive experiences?
Define your purpose Tell a story Engage all the senses

Having clear objectives, Craft a compelling Utilise light, colour, sound,

whether it's increasing experience narrative that scent, and texture
sales, broadening the stirs emotion, resonating innovatively to astonish
and captivate, fostering a
audience, or enhancing with the audience's interests sense of awe and delight
customer loyalty, will lead and aspirations, among customers.
towards success. demonstrating a profound
understanding of their
needs.

Integrate Technology Invite Participation Remember the 3 H’s

Leverage audio, visual tech, Engaging actively Engage the audience's

and QR codes for seamless guarantees prolonged head, heart, and hands by
digital connections. involvement, leaving a offering reflective content,
eliciting emotions, and
Enhance physical memorable impression that providing actionable
experiences with VR and lingers. tasks, fostering
AR for simultaneous virtual meaningful connections.
engagement with
customers.
SNo Reference List Refer At:

1 Book: The VR Book by Jason Jerald Page No- 15-27

2 Book: Creative Confidence Page No.- 21-24

3 Article 1: 5 Principles needed to humanise metaverse

experiences

4 Video 1: Blender Tutorial Part 1

5 Video 2: Blender Tutorial Part 2

6 Video 3: GE MRI Machine Experience enriched by Design

Thinking
 GRAPHIC DESIGN

Unit 5

Emerging Tech in Graphic Design

Sub Unit 3

Graphic Design for Industry 4.0

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 5
Emerging Tech in Graphic Design
Sub Unit - 3
Graphic Design for Industry 4.0

Sub-Unit: Graphic Design for Industry 4.0

Session 1 Industry 4.0

a. What are the 4 industrial revolutions?

b. What is a transdisciplinary mindset?

c. What are the 4 orders of design?

d. What is design thinking in the 4 orders of design?

a. What are the 4 industrial revolutions?
b. What is a transdisciplinary mindset?
A transdisciplinary mindset means thinking without limits. It's about combining ideas and
knowledge from different subjects to solve problems in new and creative ways. Instead of
staying in one field, it's like exploring and connecting different areas to find better
solutions.

c. What are the 4 orders of design?

The 4 orders of design were introduced by Richard Buchanan to recognize the growing
influence of design beyond objects where the physical, digital and mental environments
are now open to be designed. It encourages designers to consider the bigger picture and
provides a framework for design awareness of the new areas. These 4 orders are
categorised as:
1st Order It is the Communication with symbols and images

2nd Order It is the design of Artefacts in Engineering, Architecture, and mass

production.

3rd Order It means understanding that design is not just about things, but
also about Planning and Creating activities and processes with a
specific purpose.

4th Order It is the design of the Environments and the other systems within
which all the other orders of design exist.

d. What is design thinking in the 4 Orders of Design?

1. Communication with Symbols and Images
Connect with your audience and try out different visuals to make sure your symbols
and images speak effectively to the users.
2. Design of Artefacts
Think about what users need and keep testing and improving your designs to
make your artefacts both useful and enjoyable.
3. Planning and Creation
Put yourself in the users’ shoes and try out different plans or setups to make sure
your activities and processes work well for everyone involved.
4. Design of Environment and Systems
Consider the needs of all users and test changes on a small scale first to improve
the overall environment or system.

SNo Reference List Refer At:

1 Book: Industry 4.0: The Industrial Internet of Things by Alasdair Page no-
Gilchrist 195-200

2 Video 1: The Four Industrial Revolutions Explained

 GRAPHIC DESIGN

Unit 6

Visual Ergonomics
Session 1

Introduction to Visual Ergonomics

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 6
Visual Ergonomics
Session - 1
Introduction to Visual Ergonomics

Session 1: Introduction to Visual Ergonomics

a. What do you mean by visual ergonomics?

b. What are the principles of visual ergonomics in graphic design?

a. What do you mean by visual ergonomics?
Visual Ergonomics is a study of the human form to enhance
or refine the human and design relationship. It is the study
of how a human body sees and perceives different things
and acts accordingly.

b. What are the principles of visual ergonomics in graphic design?

Visual ergonomics is crucial for several reasons:

SNo. Principles

1 Contrast and Choose colour combinations that reduce eye strain and ensure
Color readability.

2 Font and Text Opt for fonts and sizes that minimise visual effort and enhance
Size legibility.

3 Layout and Arrange elements to reduce cognitive load and allow for
Spacing comfortable visual scanning.

4 Hierarchy & Design with clear visual cues to guide user attention without
Emphasis causing discomfort.

5 Consistency & Create a visually predictable environment to ease cognitive

Familiarity processing and user interaction.

6 Accessibility Ensure designs are accessible to all users, considering diverse

visual abilities and preferences.
7 Balance & Employ visual balance and symmetry to reduce visual stress
Symmetry and create a harmonious experience.

8 Whitespace Utilise whitespace to prevent visual overload and provide visual

breathing space.

9 Feedback & Incorporate user feedback to refine designs and optimise visual
Iteration comfort and usability.

10 Compliance Adhere to ergonomic design standards and regulations to

with Standards promote user well-being and safety.

SNo Reference List Refer At:

1 Book: Visual Ergonomics for Communication Design Page No- 37

2 Article 1: A brief essay on ergonomics in graphic design

3 Article 2: Visual accessibility in graphic design

4 Video 1: Master visual communication

5 Video 2: CBS Ergonomics - The Visual Display

6 Video 3: What is accessible design? Make your social content

more accessible
UNIT - 6
Visual Ergonomics
Session - 2
Need For Ergonomics Approach

Session 2 : Need For Ergonomics Approach

a. What is the need for visual ergonomics?

a. What is the need for visual ergonomics?
Visual ergonomics is crucial for several reasons:

SNo. Importance of visual ergonomics Application

1 Enhance user Visual ergonomics improves users'

experience overall experience by creating
visually appealing designs that are
easy to navigate and interact with.

2 Increase Well-designed visuals streamline

productivity workflows, making it easier for
individuals to comprehend
information quickly and perform
tasks efficiently.

3 Brand Consistent and visually appealing

perception designs instil confidence in a
and trust brand, reinforcing its credibility
and building trust with customers.
4 Effective Through clear layouts, intuitive
communication visuals, and thoughtful use of
typography, visual ergonomics
facilitates the effective
transmission of messages to the
audience.

5 Accessibility Visual ergonomics ensures that

for all designs are inclusive and
accessible to individuals with
diverse abilities, enabling
everyone to access and
engage with content.

SNo Reference List Refer At:

1 Article 1: Science of Design: Visual Ergonomics

2 Article 2: Science of Design: Visual Ergonomics

3 Video: Why ergonomics? | Importance & benefits of

ergonomic workplace
UNIT - 6
Visual Ergonomics
Session - 3
Vision And Its Limitations

Session 3 : Vision And Its Limitation

a. What is the W.H.O. disability classification?

b. What is colour blindness?

c. What are the types of colour blindness?

a. What is the W.H.O. disability classification?
According to the World Health Organization (WHO) disabilities are classified into the
following 3 categories shown in fig. 6.2.1. Vision is one of the first senses involved when
consuming graphics.

b. What is colour blindness?

● According to the W.H.O. classification, colour blindness is categorised under visual
impairment. Colour blindness is a condition in which a person has difficulty
distinguishing certain colours.
● This inability to perceive colours is either due to developmental defects or an
acquired cause in the retinal cone cells which are responsible for colour perception.
The difference in colours is shown in Fig. 6.2.2.

c. What are the types of colour blindness?

SNo. Types of Colour blindness Colour palette

1 Complete red ● People with protanopia cannot

colour blindness perceive red colours at all.
(Protanopia) ● They often confuse red with dark
colours like black or dark green.

2 Complete green ● Deuteranopia leads to an inability to

colour blindness see green colours.
(Deuteranopia) ● Individuals with this type may see
reds and greens as shades of brown
or grey.

3 Blue-yellow colour ● This type affects the perception of

blindness blue and yellow hues.
● Tritanomaly and tritanopia fall under
this category, where individuals may
struggle to differentiate between
blue and green, or blue and yellow.

4 Complete colour ● Monochromacy is an extreme form of

blindness colour blindness where individuals
(Monochromatism) see the world in shades of grey.
● There are two types: cone
monochromacy, where only one type
of cone cell is functional, and rod
monochromacy, where neither cone
nor rod cells function properly.
Sr. No Reference List Refer At:

1 Book: 100 Things Every Designer Needs to Know Page No- 2-25

2 Book: Colour Accessibility Work Flows Page no- 9

3 Article: Living with Colour Vision Deficiency (Color Blind

Awareness)

4 Article: Color Blind Awareness

5 Video: Understanding the Role of Color in Accessibility

UNIT - 6
Visual Ergonomics
Session - 4
Colour Blindness

Session 4: Colour Blindness

a. What is the impact of colour blindness on design perception?

b. How can designers ensure their visual designs are inclusive?

a. What is the impact of colour blindness on design perception?
The influence of colour blindness on design perception is significant in creating inclusive
and accessible visual content.

Impact of colour blindness:

1. Loss of important details and messages

The document extract in the images below illustrates how a lack of awareness of
colour blindness can result in important information being inaccessible to
individuals with even mild forms of colour vision deficiency.

Normal Vision Colourblind Vision

2. Visual fatigue

This example illustrates a colour blind test chart commonly used by doctors to
diagnose the types and severity of colour blindness. Individuals with colour vision
deficiency may find it challenging to identify the number, potentially leading to
feelings of fatigue and irritation.
 Normal Vision Colourblind Vision

3. Negatively impact the overall user experience

In this instance, red is utilised to indicate high traffic on Google Maps. However,
for individuals with colour blindness, this crucial information may not be
effectively communicated, resulting in a negative user experience.

Normal Vision Colourblind Vision

b. How can designers ensure their visual designs are inclusive ?
Designers can ensure accessibility and inclusivity for individuals with colour blindness by
implementing various strategies:

1. Choose colour-blind friendly palette:

Select colours that are easily distinguishable for individuals with colour
blindness, ensuring accessibility and inclusivity in design.

2. Adjust contrast & brightness:

Modify contrast and brightness levels to enhance visibility and readability of

content for users with colour vision deficiency.

3. Ensure text readability:

Prioritise legibility by using clear fonts, appropriate sizes, and high contrast
between text and background colours to aid comprehension for colour-blind
individuals.

4. Utilise text labels & descriptions:

Provide textual descriptions or labels alongside colour-coded information to

convey meaning effectively and accommodate users who may have difficulty
discerning colours.

5. Use colour with underline for links:

Employ colour with additional visual cues, such as underlines, to distinguish

hyperlinks, ensuring they are easily identifiable and accessible to users with
colour blindness.
For example: [Link]
 6. Create colour-blind friendly data visualisations:

Design charts, graphs, and other visual data representations with consideration
for colour-blind users, using distinct patterns, shapes, or textures in addition to
colour to convey information accurately.

c. What are some alternative methods designers can utilise to effectively convey
information ?
Following are the alternative methods for conveying important information that do not rely
solely on colour cues.

1. Use different shapes & patterns

To ensure that colorblind persons will be able to understand the information

completely, the alternative forms, patterns, textures, or labels in addition to a
colorblind friendly palette should be used in our designs.

2. Use different shapes & patterns for bar charts and pie charts

Utilising different shapes and patterns in bar and pie charts provides alternative
visual cues for conveying information effectively.
3. Different line widths and dashes

Different line widths and dashes offer alternative visual cues for conveying
information effectively.

4. Different Label

Using different labels provides an alternative method for conveying information

effectively.
5. Test Your Design

After design completion, testing on individuals with colour vision disorders

ensures colour clarity. Also, checking the design in black and white ensures
information clarity without colour reliance.

Sr. Reference List Refer At:

No

1 Book : A web for everyone Page No:

232-269

2 Article 1: A practical guide to designing for colorblind people

3 Article 2: How to use colour blind friendly palettes in your

design

4 Video 1: Color & contrast for colorblind friendly design

5 Video 2: Creating a colour blind safe palette

 GRAPHIC DESIGN

Unit 7

Advanced Typography

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 7
Advanced Typography
Session 1
Type + Type & Type as Image

Session 1: Type + Type & Type as Image

a. What is typography?

b. What is type foundation?

c. What is the anatomy of a letter?

d. What is advanced typography?

e. What are the key elements of advanced typography?

f. What is type + type?

g. What is font pairing?

h. What is a layout?

i. What is type as image?

j. What are the significance & applications of type as an image?

a. What is typography?
Typography is the art and skill of organising and designing text to enhance readability,
clarity, and visual appeal.

b. What is type foundation?

A "Type Foundation" typically refers to the fundamental principles of typography and
design, including aspects like type classification, layout principles, and readability

Character A character is a single symbol belonging to a set

that collectively creates a typeface,
encompassing letters, numbers, and
punctuation marks.

Cap Line The cap line is a line that defines the upper
limits of capital letters and some lowercase
letters' ascenders.

x-Height The x-height in typography is the height of the

lowercase letters relative to the font size,
determined by the height of the lowercase "x"

Baseline The baseline is the imaginary line where letters

and characters are aligned.

c. What is the anatomy of a letter?

The table below explains the different components of the anatomy of type shown in
Fig.7.1.1.

Bar A bar is a horizontal line that doesn't connect to a vertical stroke on

one or both ends.

Stroke A stroke is a single line, curved or straight, that forms part of a

character.

Counter Counter refers to the area within a letter that is enclosed or partially
enclosed by its curves, stems, or strokes.

Joint The part of a letter where the stroke meets or attaches to the stem.

Ascender The part of a lowercase letter that extends above the x-height is
called the ascender.

Shoulder The curved stroke that descends from a stem is called a descender.

Stem The primary vertical stroke of a letterform is called the stem.

Descender or Tail The part of a letter that extends below the baseline is called the
descender.

Loop The curved lower portion of a lowercase "g" is called the loop or tail.

Bowl The curved or rounded portion of a letterform is called the bowl.

Foot The part of a letter's stem that rests on the baseline is called the foot.

d. What is advanced typography?

Advanced typography involves the intricate use of fonts, including hierarchy, spacing, and
alignment to improve readability and visual appeal. It includes font pairing, grid systems,
and precise adjustments like kerning and tracking, all aimed at creating cohesive and
visually engaging designs. Refer to Fig 7.1.2 given below
 Fig. 7.1.2

e. What are the key elements of advanced typography?

1. Hierarchy Enhances text readability by

organising it to emphasise the
significance of the information.

2. Spacing Vertical spacing between lines of

text, measured from one line's
baseline to the next's baseline.

3. Alignment Alignment in design is the way

elements like text, images, and
shapes are positioned in relation to
each other, creating a neat and
cohesive layout.

4. Grid A grid system is a design framework

System consisting of lines used to neatly
organise and align content on a
page.

5. Kerning The spacing between letters and

the adjustment of that space
enhances the overall appearance of
texts.

6. Tracking The spacing between all letters in a

group of words allows adjustment
to either condense or expand the
text as needed for a better layout.

7. Font Selection of distinct fonts, typically

Pairing limited to three, to create
contrasting yet harmonious
combinations.
f. What is type + type?
"Type + Type" involves the creative fusion of diverse typographic elements or styles within
a design. This encompasses the strategic combination of various fonts, sizes, weights, or
styles (e.g., serif and sans-serif as shown in Fig 7.1.3) to achieve contrast, visual intrigue, and
effective communication.

g. What is a font pairing?

Font pairing is the practice of combining different fonts together in a design to create
contrast, harmony, and visual interest while ensuring readability and consistency.

Steps to effectively pair fonts:

Combine Contrasting font styles can improve the design.

Sans serif The fonts on the right demonstrate this with
with a Serif their distinct differences in anatomy. In contrast,
the fonts on the left lack complementarity due
to their similarity.

Establish a Utilise the primary font for body text and

hierarchy headings, the complementary font for
subheadings and callouts, and use
decorative/display fonts sparingly for titles or
accents to prevent overwhelming the design.

Define font Set font sizes, weights, styles, and spacing to

styles and enhance readability and visual flow for headings,
sizes body text, and captions.

h. What is a layout?
Arranging text, images, and elements on a page or screen for visual appeal and effective
communication. It involves considering hierarchy, alignment, spacing, and contrast to
guide the reader's eye and highlight key information as shown in Fig 7.1.4.
i. What is type as an image?
Transforming text into visual art, "Type as Image" utilises
letters, words, and text as graphical components,
transcending their conventional role of mere reading material.
To understand this refer to Fig. 7.1.5

j. Why create type as an image?

Logos and Type as Image in branding and logos

branding involves custom-designed or modified
typefaces to create unique brand
identities.

Movie Designers use Type as an Image to create

posters and visually striking movie posters and album
album covers covers, where the title becomes the
central focus.

Example- The "Inception" poster features a

maze-like arrangement of letters.

Image credit to Ignition & LA from IMP Awards

Advertising Advertisers often use Type as Image to

and make memorable ads.
marketing
campaigns Example- Volkswagen's "Think Small"
campaign. The text was small,
highlighting the compact size of their
cars.
[Link]. Reference List Refer At:

1 Book: Why fonts matter Page no-35-40

2 Article 1: The do’s and don’ts of pairing typefaces

3 Article 2: How can you create harmony and emphasis with

typography and font pairing?

4 Podcast 1: Font pairing do’s & don'ts

5 Video 1: How to Create a Newsletter with Canva (2024) Canva

Newsletter Tutorial
UNIT - 7
Advanced Typography
Session- 2
Expressive type/ Experimental type

Session 2: Expressive type/ Experimental type

a. What is expressive typography?

b. How can typography design convey emotions effectively?

c. What are the factors to keep in mind when selecting a font?

d. How to create a font?

e. What is the experimental type?

a. What is expressive typography?
Expressive typography is like a form of writing
that doesn't just convey words but also
communicates ideas visually. It fully embraces its
role as a highly visual medium, using design
elements to convey concepts along with the text.
b. How can typography convey emotions effectively?

Font type Description Associated Emotions

Serif fonts convey a sense Trustworthiness,

of tradition and reliability, Respectability, Authority,
implying that the Formality
company is dependable
and has a rich heritage. Examples- Times New
Roman, Georgia, Baskerville,
E.g.- Twitter, The Times of Garamond, Caslon, Palatino
India

Sans-serif fonts are Simple and straightforward,

modern and sleek, Modern and stylish,
conveying sophistication Trustworthy, Sophisticated,
often associated with Tech-focused, and
technology. cutting-edge

E.g.- Paytm Examples- Arial, Roboto

Script fonts, add elegance Elegant and fancy,

and class, mimicking sophisticated and creative,
handwriting for a personal happy and whimsical,
touch in designs. traditional and personal

E.g.- Tata tea. Examples- Lobster, Great

Vibes, etc.

c. How to select a font for a design project?

d. How to create a font?
Designing one's own font allows for the expression of creativity in a unique manner,
ensuring consistency in design work, offering branding opportunities, and fostering
personal fulfilment through the creative process.

Steps to make a font:

1. Write a design brief outlining the font specifications and

requirements.
2. Apply the typography principles to understand how
different typefaces convey moods and messages.
3. Create sketches of the font design on paper to visualise
the concept.
4. Install font design software, Fontstruct, to begin creating
the font digitally.
5. Refine the character set by iterating through multiple versions.
[Link]. Reference List Refer At:

1 Book: Stop Stealing Sheep & find out how type works Page no: 46-55

2 Article 1: A lesson in expressive typography

3 Article 2: Blend and Bend the Rules with Expressive

Typography

4 Video 1: Typography tutorial- 10 rules to help you rule type

5 Video 2: The Only Typography Video Graphic Designers Need

To See!
UNIT - 7
Advanced Typography
Session- 3
Film/ Book Title Design

Session 3: Film/ Book Title Design

a. What is a title design?

b. What are the key components of a great title?

c. What is a book title design?

d. Why does the book cover typography matter?

a. What is title design?
Film title design is the imaginative process of crafting the opening credits for a movie. This
involves designing visuals that showcase the film's title, cast, and crew, establishing the
tone and atmosphere for the audience.

The effective title design improves the movie-watching experience and has the potential
to be unforgettable on its own.
A good title design has the following components:

Typography Typography is essential for telling the story and

conveying the overall tone and emotion of a film.

Style and treatment The way the font is styled and treated can differ greatly
depending on the genre and mood of the film.
 Colour and texture The colour and texture of the font can make it more
impactful and noticeable. Bright colours or shiny finishes
can be used for titles that need to be prominent, while
softer gradients or textures can give them depth and
dimension.

Hierarchy and composition Word placement in a title sequence is key for readability
and visual appeal. They can be stacked, aligned, or
overlapped for engaging compositions that enhance the
narrative structure.

Integration with visuals The font style used should match and improve the
visuals of the title sequence, whether by using related
images, symbols, or special visual effects.

A title can be designed for a book as well where elements are aimed at creating a design
that mirrors the book's tone, genre, and content while also drawing in potential readers.

Fig. 7.3.1

Figure 7.3.1 shows how the typography and other graphic elements complement the
magical theme of the book, drawing the attention of the audience.

b. Why does the book cover typography matter?

Typography on the book cover matters because it's the first thing people notice. It sets the
tone for the book and gives important clues about its genre, mood, and style. Good
typography can grab readers' attention, show what the book is about, and make them
want to read it. The way the words look on the cover is really important for making people
interested in the book.
[Link]. Reference List Refer At:

1 Book: Why Fonts Matter Page No- 46

2 Article 1: Typography and titles in film

3 Article 2: Typography in Movies

4 Article 3: 7 Essentials Elements of a Book Cover Design

[Link]. Reference List Refer At:

5 Video 1: Interstellar opening titles

6 Video 2: History of film title design & typography

7 Video 3: The art of book cover design

8 Video 4: Professional Book cover design

UNIT - 7
Advanced Typography
Session - 4
Architecture & Type

Session 4: Architecture & Type

a. What is facade signage?

b. What are inscriptions on buildings?

c. What are signages?

d. What is monumental typography?

e. What are environmental graphics?

a. What is facade signage?
Facade signage refers to the signs or displays
mounted on the exterior surface of a building. These
signs are commonly used for advertising, branding, or
providing information to the public.

It is one of the most prominent and visible features of

a building.

b. What are inscriptions on buildings?

Inscriptions are words or designs carved or written on
a surface. They are commonly seen on historical
landmarks, buildings, or sculptures.

They act as a method to communicate information,

remember significant events, or
pay tribute to people.

c. What are signages?

Signages are visual elements like signs and posters
that provide information to people, guiding them or
conveying messages in a clear and straightforward
manner.
Easy-to-read fonts assist visitors in navigating intricate areas, improving their overall
experience.

d. What is monumental typography?

Monumental typography involves using big,
impressive letters in designs, commonly seen on
monuments, buildings, or architectural structures.

It demonstrates the progress of typography,

turning letters into grand structures that respect
tradition and motivate contemporary design.

e. What are environmental graphics?

Environmental graphics use design elements like
typography to enhance user experience in
building spaces. They turn areas into storytelling
canvases where visuals create a cohesive
narrative.
SNo Reference List Refer At:

1 Article 1: Amazing examples of typography in architecture

2 Article 2: Typography for Signage

UNIT - 7
Advanced Typography
Session - 5
Responsive Type

Session 5: Responsive Type

a. What is the responsive type?

b. What is the responsive type of print media?

c. What is readability?

d. How does type adapt to different print sizes?

a. What is the responsive type?
Responsive typography is the practice of designing
text to be easily readable and visually pleasing on
different screen sizes and devices. This approach
ensures that typography adapts seamlessly to
various mediums, maintaining its appeal and
legibility in graphic design.

b. What are the responsive types of print media?

Responsive typography in print media involves designing text to adjust to various sizes
and layouts within a printed piece, ensuring optimal readability and visual appeal across
different formats. While responsive design is commonly associated with digital media,
such as websites and mobile apps, it can also be applied to print materials.

c. What is readability?
Readability is the ease with which text can be read and
understood. It is influenced by language complexity,
font style and size, letter and line spacing, and text
layout. Good readability is crucial in design, particularly
in typography, as it directly impacts the clarity of the
message conveyed to the audience.

d. How does type adapt to different print sizes?

Fonts change size, spacing, and design for different print sizes. Smaller prints have wider
spacing and larger counters for readability, while larger prints use tighter spacing and
more pronounced serifs for visual appeal.

Novel Body text 10-12 points, chapter headings Wider spacing, and larger
14-18 points. counters for readability.

Magazine Body text 9-12 points, headlines 18-72 Tighter spacing, and
points pronounced serifs for appeal.
Billboard Headlines 48-144 points+ for readability. Readable from a distance,
bold weights.

Poster Body text 12-24 points, headlines 36-72 Varying sizes, and weights for
points. hierarchy.

[Link]. Reference List Refer at:

1 Article 1: A beginner's guide to responsive typography and

font choices

2 Video 1: Typography tutorial- 10 rules to help you rule type

3 Video 2: Figma Tutorial: Responsive Typography Scale

 GRAPHIC DESIGN

Unit 8

GD practices in Data Visualization

Sub Unit 1

Data Prelims

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 8
GD practices in Data Visualization
Sub Unit - 1
Data Prelims

Sub-Unit: Data prelims

Session 1 Understanding data

a. What is data?

b. What are the different types of data?

c. What are the various ways to collect data?

Session 2 Data visualisation

a. What is data visualisation?

b. Why is it important to visualise data?

Session 3 Big data

a. What is big data?

b. How to visualise big data?

a. What is data?
Data refers to facts, statistics, or information collected for analysis. It can be used for
decision-making and understanding patterns in various forms, such as numbers, text,
images, or multimedia.

b. What are the different types of data?

Data can be broadly classified into two main types: qualitative and quantitative.

Qualitative data: Non-numeric, descriptive information providing insights into qualities,

observations, or subjective attributes.

Quantitative data: Numerical measurements or counts, objective and measurable,

providing quantitative information for analysis and interpretation.

c. What are the different types of data?

Ways to collect qualitative data:

1 Observation Direct observations of behaviour, interactions, or

phenomena.

2 Interviews Conversations or structured interviews with

individuals or groups to gather their
perspectives and experiences.

3 Focus groups Group discussions that explore specific topics,

opinions, or experiences.
4 Surveys / Responses to open-ended questions that allow
open-ended individuals to express their thoughts and
questions feelings in their own words.

5 Textual Examination and interpretation of written or

analysis verbal communication, such as documents,
speeches, or social media posts.

Ways to collect quantitative data:

1 Counts Numerical data represents the number of

occurrences of a specific event or characteristic.

2 Measurements Numerical data is obtained through

measurements, such as length, weight,
temperature, or time.

3 Ratings and Numeric assessments or ratings are assigned to

scores individuals or objects based on predefined
criteria.

4 Surveys with Responses to structured surveys with

closed-ended predefined response options, allow for
questions quantitative analysis.
a. What is data visualisation?
Data refers to facts, statistics, or information collected for analysis. It can be used for
decision-making and understanding patterns in various forms, such as numbers, text,
images, or multimedia.

b. Why is it important to visualise data?

a. What is big data?
Big data refers to huge sets of information from various sources, such as social media,
online transactions, and sensor data.

b. Why is data visualisation important in big data?

It is essential to visualise big data because:
● Big data visualisation tools streamline decision-making by presenting insights in
easily digestible formats, saving time and effort for decision-makers. They maintain
data accuracy while allowing control over factors like precision and aggregation.
● Visualisations enable comprehensive insights sharing across industries, enhancing
efficiency and collaboration organisation-wide.

c. What are a few different ways to represent data?

 Identify the type of representation of big data Images

1.

2.

3.

4.

5.

6.

7.
[Link]. Reference List Refer At:

1 Article 1: Data understanding

2 Article 2: Data visualisation case study

3 Article 3: What is data visualisation?

4 Article 4: Storytelling with data

5 Podcast 1: Data Stories: Visualisation and statistics with

Andrew Gelman and Jessica Hullman

6 Podcast 2: Data Stories: Data visualisation accessibility with

Sarah Fossheim

7 Podcast 3: Storytelling with data

 GRAPHIC DESIGN

Unit 8

GD practices in Data Visualization

Sub Unit 2

Elements & Compositions

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 8
GD practices in Data Visualization
Sub Unit - 2
Elements & Compositions

Sub-Unit: Elements & Compositions

Session 1 How to visualise data better

a. What are some tools to consider for enhancing data visualisation?

b. How to use colour in data visualisation?

c. How to use labels in data visualisation?

d. What are bad data visualisation practices?

Session 2 Data display technologies

a. What is the significance of employing data display technologies?

b. How to visualise data?

a. What are some tools to consider for enhancing data visualisation?

Tools that should be considered for enhancing data visualisation

1 Clear and Ensure your data visualisation shines brightly, illuminating insights
precise clearly and effortlessly, whether it's a trend, comparisons, or
correlations.

2 Audience- Before creating data visuals, understand your audience needs by

specific considering their context and specific requirements. Put yourself in
their shoes and ask: Does my visualisation serve their purpose? Is it
clear and concise or overwhelming with information?

3 Right form of The utmost important part of data visualisation is to choose the
representation perfect form that can do justice to your data.

4 Colour Colour choice is crucial in data visualisation, enhancing audience

engagement. Understand how using colours correctly impacts your
design.

5 Labelling Labelling helps to identify what the visualisation is trying to convey.

6 Storytelling Storytelling with data conveys a message or pattern from the data
with data that can eventually help your audience make a data-driven
decision.
[Link] to use colour in data visualisation?
The following are some tips and tricks to keep in mind while selecting colours for data
visualisation:

c. How to use labels in data visualisation?

Here are some helpful tips and tricks to consider when labelling for data visualisation

d. What are bad data visualisation practices?

a. What is the significance of
employing data display
technologies?
Visualising data helps in facilitating
effective communication of data
that is too complex for a user to
comprehend. Bad data visualisation
can increase cognitive load and the
user may lose interest in
deciphering the data.
Fig.[Link] showcases the history of
pandemics. The visual showcases
the scale of the pandemics ,
timeline, deaths caused,
hierarchy,and name of the
pandemic through a single graphic.
Every graphical element has a role
to play in the graphic.

Can you guess what role do the

colours play in the graphic?

b. How to visualise data?

Data visualisation requires finding:

● Right visualisation tool- Which existing visualisation tool fits better with the data
chosen to visualise?
● Consider audience and format - Who will look at my data? What are the graphical
elements that they will associate and understand?
● Use colour, shape, and size wisely - Identify elements of design to create
distinctions.
● Add labels, legends, and titles - Categorising information so that the data can be
easily grouped together.
● Set visual hierarchy- What should the viewer's eyes fall on first?
● Use symbols and icons - Familiar icons help in recognition and recalling
information.
[Link]. Reference List Refer At:

1 Article 1: Storytelling with data

2 Article 2: Data understanding

3 Video 1: What is big data, structured data, semi-structured

data, unstructured data

4 Video 2: What is big data?

5 Article 3: Big data ecosystem

6 Podcast 1: DJ Patil on Harnessing the Power of Data Science

Community

7 Podcast 2: Big Data

8 Podcast 3: Big Data (2)

 GRAPHIC DESIGN

Unit 9

Design and Society

Sub Unit 1

Impact of Culture on
Design

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 9
Design and Society
Sub Unit - 1
Impact of culture on Design

Sub Unit: Impact of Culture on Design

Session 1 Cultural Symbolism in Design

a. What is culture?

b. How a freelancer's mindset should be towards a project?

Session 2 Cultural Associations in GD

a. How does culture affect the design?

a. What is culture?
Culture encompasses shared customs, traditions, beliefs, and ways of life passed down
through generations. It includes festivals, food, language, clothing, art, music, and social
norms unique to a community. Culture shapes interactions, perspectives, values, and
creative expression, contributing to diversity and richness in society.
 Task

Reflection
Observe the reflection of vibrant diversity, rich traditions, and a different
perspective on life.

DBSE CLASS XII DMD GD Cultural Symbolism in Design

a. How does culture affect design?
Culture influences design through its unique customs, traditions, and values, shaping
aesthetic preferences, symbolism, and usability expectations. Cultural diversity prompts
designers to consider various perspectives, ensuring inclusivity and relevance in their
creations, while cultural norms guide colour choices, typography, and visual symbolism in
design.

b. How does graphic design affect society?

Graphic design (GD) impacts society in numerous ways, shaping how we:
Perceive Information GD influences how we understand and interact with
information through visual communication.

Experience Products From product packaging to website interfaces, GD shapes our

and Services user experience.

Form Opinions and Branding and advertising use GD to influence our perceptions
Values and preferences.

Understand the World Infographics, social media graphics, and even news
illustrations all use GD to visually represent complex ideas.

Let’s take a closer look at how our culture influences our design preferences for the
following!

Symbols and Icons Our culture dictates the meaning and significance
attributed to symbols and icons, influencing their use in
design to convey specific messages or represent cultural
values and beliefs.

Colour Preferences Cultural associations with colours shape our preferences

in design, with certain hues symbolising emotions,
traditions, or societal norms, guiding colour choices to
evoke desired cultural connotations.

Typography and Script Cultural aesthetics influence the selection of typography

and script, reflecting regional writing systems, historical
calligraphic traditions, and contemporary design trends
shaped by cultural preferences.
Visual Patterns and Motifs Cultural motifs and patterns derived from folklore,
mythology, or indigenous art traditions inform design
choices, adding cultural richness and symbolism to
visual compositions.

SNo Reference List Refer At:

1 Article 1: An Insightful Examination of Graphic Design and

Culture

2 Article 2: The Influence Of Cultural Differences On Design

3 Video 1: Influences On Design: Culture

 GRAPHIC DESIGN

Unit 9

Design and Society

Sub Unit 2

National and International

Graphic Designers

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 9
Design and Society
Sub Unit - 2
National and International Graphic Designers

Sub Unit: National and international graphic designers

a. Who are some famous national graphic designers?

b. Who are some famous international graphic designers?

a. Who are some famous national graphic designers?
Visual style and iconic project of some famous Indian graphic designers are shown below
in the table:

[Link] Visual Style:

Simplicity, Clarity, and a focus on Visual
Communication. He often utilises clean lines,
geometric shapes, and culturally relevant
motifs in his designs.

Iconic Project:
Joshi is renowned for designing the logo of
Punjab National Bank, which is still used
since 1984. The design consists of PNB
written in Gurmukhi. The orange colour
compliments Indian tradition. The
Gurmukhi letterform enclosing a circle
compliments the identity of PNB as a
nationalized bank

Atul S. Visual Style:

Pande Contemporary Design Principles with
Traditional Indian Aesthetics. He can
empathise and turn vague ideas into
meaningful designs that are in sync with the
brand values.

Iconic Project:
The logo consists of a thumbprint
showcasing identity and is semi-circled with
sun rays giving hope for a brighter future. .
The colours symbolise knowledge and
community involvement.

Orijit Sen Visual Style:

An eclectic style that combines elements of
Illustration, Typography, and Storytelling. His
work often reflects socio-political themes
and cultural narratives, with a focus on
indigenous art forms.

Iconic Project:
Sen gained acclaim for his graphic novel
"River of Stories," which depicts the impact
of globalisation on the lives of people living
along the Narmada River in India. The novel
is celebrated for its unique blend of art and
activism.
b. Who are some famous International graphic designers?
Visual style and iconic projects of some famous International graphic designers are shown
below in the table:

Paul Rand Visual Style:

Clean, minimalist, and iconic.
Rand was known for his use of simple
shapes, bold colours, and clever typography.

Iconic Project:
Logo designs for companies such as IBM,
ABC, and UPS. His design for the IBM logo is
particularly famous for its timeless and
enduring appeal.

Saul Bass Visual Style:

Bass was known for his innovative use of
symbolism, geometric shapes, and dynamic
compositions. His work often had a
cinematic quality to it.

Iconic Project:
Movie posters and title sequences, including
his iconic designs for films such as "Vertigo,"
"Psycho," and "The Shining." Bass also
created memorable logos for companies like
AT&T and United Airlines.

Milton Visual Style:

Glaser Glaser was a master of bold, colourful
graphics and playful illustrations. He often
combined hand-drawn elements with crisp
typography.

Iconic Project:
The "I ❤ NY" logo, which he created in 1977
to promote tourism in New York City, has
become one of the most recognizable and
imitated logos in the world. Glaser also
co-founded New York Magazine and
designed its distinctive logo and layout.
SNo Reference List Refer At:

1 Article 1: Top 10 Graphic Designers in India

2 Article 2: 20 The Best Graphic Designers From All Over The

World You Should Know

3 Video 3: 10 Greatest Graphic Designers of All Time!

 GRAPHIC DESIGN

Unit 9

Design and Society

Sub Unit 3

Art Appreciation
In GD

A step by step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 9
Design and Society
Sub Unit - 3
Art appreciation in GD

Sub Unit: Art Appreciation in GD

a. What is Art?

b. What is Art Appreciation?

c. How does society influence ART?

d. What is the Art Movement?

a. What is Art?
Art is a diverse form of expression, encompassing painting, music, dance, and more,
allowing individuals to convey ideas and emotions visually or audibly, eliciting varied
reactions and interpretations.

b. What is Art Appreciation?

Art appreciation is about understanding and enjoying art in all its forms, including
painting, sculpture, architecture, and more. It involves exploring the meanings, emotions,
and techniques behind artworks to develop a deeper appreciation for the creative process
and cultural significance.

c. How does society influence ART?

Society can influence art in the following ways;

1. Social The way people think and what they consider important
Expectations affects art.
For example, if society is going through big changes, artists
might make art that talks about those changes.

2. Art Patrons The people who enjoy art and the ones who support artists
can also change what kind of art gets made. Artists might
create things that these people like or support.

3. Mixing Cultures Sometimes, different cultures meet and share their ideas. This
can lead to new kinds of art that combine ideas from different
places.

4. Jobs & Money If times are tough economically, artists might need to find
new ways to make art or work together with others.
Economic conditions can also affect what kind of art people
want to see or buy.

d. What is the art movement?

Art movements are periods in history when artists shared similar ideas, styles, or
techniques in their work. These movements often arise in response to cultural, social,
political, or technological changes. They can last for decades or even centuries, influencing
art and artists for years to come.
Some important Indian art movements are:

Mughal Miniature It combines Persian and

Painting Indian artistic traditions
(16th - 19th centuries) and features detailed
brushwork, vibrant colours,
and themes ranging from
court scenes to religious
narratives.

Rajasthani Painting Known for its rich colours,

(17th- 19th centuries) intricate details, and
romantic themes, Rajput
painting often depicted
tales of love, valour, and
devotion.

Bengal School of Art Inspired by Indian artistic

(early 20th century) traditions, the Bengal
School sought to revive
indigenous art forms and
express Indian cultural
identity through painting.

Progressive Artists' Group Influenced by European

(1947–1956) modernism, the group
aimed to break away from
academic traditions and
explore new forms of
expression, leading to the
development of Indian
modern art.
SNo Reference List Refer At:

1 Article 1: What Is Art Good For? The Socio-Epistemic Value of

Art

2 Article 2: Art appreciation -understanding art and artists

3 Video 1: Abstract: The Art of Design | Paula Scher: Graphic

Design | FULL EPISODE | Netflix
 GRAPHIC DESIGN

Unit 9

Design & Society

Sub Unit 4

Socially Responsible Design

A step by step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 9
Design & Society
Sub Unit - 4
Socially Responsible Design

Sub-Unit: Socially Responsible Design

Session 1 Introduction to Socially Responsible Design

a. What is socially responsible design?

b. What role do graphic designers play in socially responsible design?

Session 2 Responsible design

a. What is responsible design?

b. How can responsible design be implemented through graphics?

Session 3 Sustainable design

a. What is sustainable design?

b. Why is sustainability important in graphic design?

c. How can graphic designers adapt sustainable design practices?

a. What is socially responsible design?
Socially responsible design is about thinking about how design choices affect people,
society, and the environment. It's not just about making things look good or work well; it's
about making sure your designs are fair, honest, and don't harm the planet. So, designers
who practise socially responsible design consider the bigger picture and aim to create
things that benefit everyone while taking care of the Earth.

Let’s look at some examples of socially responsible design

Eco-Friendly Packaging Accessible Signage Public Awareness

Campaign

Creating packaging with Designing signs with clear Making posters on issues
recyclable or fonts, colours, and Braille affecting the society, can
biodegradable materials promotes inclusivity for inspire positive change in
reduces waste and helps visually impaired people. the community.
the environment.

b. What role do graphic designers play in socially responsible design?

In the world of design, graphic designers hold a significant role in shaping how we see
things. They create visuals that define brands, products, and ideas, while also using
persuasive design to influence behaviours. Moreover, their skill in addressing societal
issues through visual storytelling and awareness campaigns spark conversations and
bring about positive change in communities.

Let’s take a look at how graphic designers can play a role in socially responsible design.

Shaping Perceptions Influencing Behaviours Addressing Societal Issues

Graphic designers shape Design influences Graphic designers use

perceptions of brands, behaviours and choices pictures and stories to talk
products, and ideas through persuasive about important issues like
through logos, advertising, user-friendly fairness, the environment,
advertisements, and interfaces, and impactful and health. They make
branding materials, social campaigns, prompting posters and campaigns
influencing public action, purchases, and that get people thinking
perception and identity behaviour adoption. and talking, leading to
positive changes in society.
a. What is responsible design?
Responsible design in graphic design involves considering the ethical and social impacts
of design decisions, and making choices that benefit society, promote fairness, and
contribute positively to communities. It includes honesty, integrity, transparency, and
sustainability, aiming to meet client or user needs while also considering broader societal
implications.

Let’s take a look at the values of responsible design:

1. Ethical and social considerations in design decisions

2. Conscious choices benefiting society and promoting equity

3. Emphasis on honesty, integrity, and transparency

4. Focus on positive contributions to communities

5. Balancing client/user needs with broader societal implications

b. How can responsible design be implemented through graphics?

Responsible design can be implemented through graphics by prioritising accessibility,
inclusivity, and ethical considerations. This involves ensuring designs are easily accessible
to all users, considering diverse perspectives and needs throughout the design process,
and adhering to principles of honesty, integrity, and responsibility in design practice.
Let’s take a look at what is meant by accessible, inclusive and ethical design

Accessible Design Inclusive Design Ethical Design

Accessible design ensures Inclusive design goes Ethical design values

products, services, and beyond accessibility, honesty, transparency, and
environments are easy to considering diverse user responsibility, considering
use for people of all abilities, needs and perspectives. It impacts on individuals and
including those with involves marginalised society while respecting
disabilities. communities, researching intellectual property and
user needs, and creating professional standards..
flexible solutions for all
users.

Includes factors like colour May involve using culturally This may include ensuring
contrast, font readability, relevant imagery, language, that designs are truthful
and alternative formats and symbols to ensure that and accurate, respecting
(e.g., Braille, audio designs resonate with privacy and confidentiality,
descriptions) to make diverse audiences. and avoiding the
information accessible to perpetuation of harmful
everyone. stereotypes or biases.
a. What is sustainable design?
Sustainable design in graphic design involves integrating environmentally friendly
practices and principles into the design process to minimise negative impacts on the
environment and promote long-term sustainability.

b. Why is sustainability important in graphic design?

Sustainability is crucial in graphic design because it minimises environmental impact,
conserves resources, and promotes long-term viability. By integrating sustainable
practices, graphic designers can reduce waste, lower carbon footprints, and contribute to a
healthier planet for future generations.

Let’s take a look at how sustainability is important in graphic design:

01. Resource 02. Waste 03. Carbon 04. Long-Term

Conservation Reduction Footprint Sustainability
Reduction
Sustainable design By designing with Sustainable practices Sustainable
minimises resource waste reduction in reduce carbon practices consider
consumption, such mind, such as using emissions through environmental,
as paper and digital proofs and eco-friendly materials social, and
energy, preserving eco-friendly and energy-efficient economic impacts,
natural resources. materials, designers equipment. promoting
can minimise resilience for future
landfill waste. generations.

c. How can a graphic designer adopt sustainable design practices?

Graphic designers can adopt sustainable design practices by using eco-friendly materials,
minimising waste through efficient processes, opting for digital alternatives to reduce
paper usage, and incorporating energy-efficient equipment into their workflow.
Additionally, they can collaborate with suppliers who prioritise sustainability and educate
clients about the benefits of sustainable design choices.
Let’s take a look at how we can adapt sustainable design practices:

● Material Selection: Use eco-friendly materials like recycled paper, vegetable-based

inks, and sustainable packaging for prints and packaging.

● Minimise Waste: Design to reduce waste by using fewer disposable materials,

digital proofs instead of printed ones, and efficient printing techniques.

● Digital Design: Prefer digital methods to reduce the need for physical materials
and lessen the environmental impact of printing and shipping.

● Life Cycle Thinking: Think about the whole lifecycle of a design, from making to
throwing away, and find ways to lessen environmental impact, like designing for
durability and recycling.
SNo Reference List Refer At:

1 Article 2: 9 Inclusive design examples to learn from

2 Article 3: The Role of Social Responsibility in Graphic Design

3 Article 4: What is Sustainable Graphic Design?

4 Video 1: The Social Impact of Design | Sandeep Sangaru |

TEDxHyderabad
 GRAPHIC DESIGN

Unit 10

Business In Graphic Design

Sub-Unit 1

Foundations of Graphic Design

Business

A step by step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 10
Business In Graphic Design
Sub Unit - 1
Foundations of Graphic Design Business

Sub Unit - 1 Foundation of Graphic Design Business

Session 1: Introduction to business in graphic design

a) What is graphic design?

b) What does the term "business" signify?

c) What does business in graphic design mean?

d) What is digitalization and its effects on graphic design?

Session 2: Attributes understanding

a) What do business attributes mean?

b) What are some attributes commonly associated with businesses?

Session 3: Services & niche of a graphic designer

a) What are some services a graphic designer can offer?

b) What are the various types of graphic design categories?

Session 4: Types of a graphic designer

a) What are the different types of graphic designers?

a. What is graphic design?
Graphic design involves conveying ideas visually through typography, imagery, color, and
layout, utilized across diverse mediums such as advertising and branding to communicate
effectively.

b. What does the term "business" signify?

The term "business" refers to organisations or entities engaged in commercial activities with
the goal of making a profit or fulfilling specific objectives. This includes producing goods,
providing services, marketing, selling, managing finances, and interacting with stakeholders.

c. What does business in graphic design mean?

Business in graphic design refers to providing professional visual design services, such as
logos, branding, advertising, websites, and publications, to clients or organizations for
compensation.

d. What is digitalization and its effects on graphic design?

Digitalization in graphic design involves the transition from traditional methods to digital
tools and processes. It has led to increased efficiency, global collaboration, access to
resources, and the need for responsive, data-driven designs. It makes connecting and
outsourcing easily accessible.
a. What do business attributes mean?
Business attributes refer to the defining characteristics, traits or qualities of a company that
shape its identity, performance, and competitive advantage.

b. What are some attributes commonly associated with businesses?

Businesses are often associated with various attributes that contribute to their identity,
reputation, and success. Here are some common attributes:
a. What are some services a graphic designer can offer?
Graphic designers provide various services to fulfill clients' visual communication needs.
These include logo design, illustrations, infographics, website design, packaging design,
social media graphics, motion graphics, print collateral (like brochures and flyers),
advertising materials (such as banners and billboards), and brand identity packages
encompassing business cards and letterheads.
b. What are the various types of graphic design categories?
The main categories or types of graphic design are:
1) Branding/Corporate Identity (logos, brand styles, stationery)
2) Marketing/Advertising (ads, brochures, packaging)
3) Publication (magazines, books, catalogs)
4) Digital/Web (websites, apps, user interfaces)
5) Environmental (signage, exhibits, wayfinding)
6) Motion Graphics (animations, video graphics)

Art and Illustration Art and Illustration Graphic Designs are creating captivating
Graphic Designs illustrations for diverse purposes, blending artistic talent with
technical skills to produce compelling visuals across various
mediums.

Marketing and Marketing and Advertising Graphic Designs are strategically

Advertising Graphic created visual assets for marketing campaigns, crafting
Designs compelling visuals to convey messages and strengthen brand
identity across multiple channels.

Publication Graphic A Publication Graphic Designs is an attractive layout for printed

Designs materials like magazines and books, excelling in typography and
layout composition, effectively communicating content and
captivating the audience.

Packaging Graphic Packaging graphic designs offer professional solutions for

Designs product packaging, combining artistic expertise with market
insight to craft visually compelling designs that capture and
captivate consumers.

User Interface Graphic User Interface Graphic Designs are creative designs for digital
Designs interfaces for websites, apps, and software, blending artistic
elements with user experience principles to create engaging
and intuitive designs that enhance user interaction.

Motion Graphic Motion Graphic Designs is creating animated visual content for
Designs advertising, branding, and entertainment. They use animation
and storytelling techniques to convey messages in dynamic and
engaging ways.

Environmental Graphic Environmental Graphic Designs enhances physical spaces with

Designs cohesive designs, crafting visual elements like signage and
wayfinding systems to improve user experience and
communication.
a. What are the different types of graphic designers?
Graphic design is a diverse field with various specialisations catering to different aspects of
visual communication. Here are some common types of graphic designers:
SNo Reference List Refer At:

1 Book: The Language of Graphic Design by Richard Poulin Google Books

Page No. : 12-49

3 Book: Before & After - How to Design Cool Stuff by John Google Books
McWade Page No. : 1-87

4 Book: Field Guide: How to be a Graphic Designer by Ana Google Books

Labudovic et. al. Page No. : 9-25

5 Video: Brand Strategy For Designers: How to Get Started

(Part 1) by The Futur

6 Video: 2024 BIGGEST Graphic Design Trends by Rajeev Mehta

7 Video: The Secret To "Great" Design Is Simpler Than You Think

by The Futur

8 Video: Advertising, Design & Human Psychology - Full

Workshop by Rajeev Mehta
 GRAPHIC DESIGN

Unit 10

Business In Graphic Design

Sub-Unit 2

Elevating Your Brand

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 10
Business In Graphic Design
Sub Unit - 2
Elevating Your Brand

Sub Unit - 2 Elevate your Brand

Session 1: Branding

a) What steps are involved in establishing a brand identity?

b) What factors are taken into account when developing a brand

portfolio?

c) What are the steps taken while product management?

Session 2: Business Planning

a) How do graphic designers usually approach their business ventures?

b) What mindset should one adopt to embark on their journey as a

freelance graphic designer?

c) What factors should one take into account when crafting a business
plan?

Session 3: Marketing your Services

a) What steps do graphic designers typically take in their business

endeavours?

Session 4: Networking

a) What factors should you consider to maintain your graphic design

networking?
 Insights
The central focus highlights the importance ofembracing creativity.
mastering design principles, and maximizing the potential ofthe
digital landscape. For designers, cultivating a distinct style is
essential, enabling their individual creativity to shine.

Session-1

Branding

Important Concepts

Keyword
Keyword
Brand
Portfolio
Identity
Brand identity refers to the visual elements that A portfolio is a compilation of work
represent a brand, distinguishes a brand from
samples that showcases an individual's or
others, communicates its values, and fosters
recognition and trust among consumers. company's skills and accomplishments.

DBSE CLASS XII DMD GD Branding

a. What steps are involved in establishing a brand identity?
Following are the typical steps involved in establishing a strong brand identity:
1) Research - Conduct research on the company, its industry, target audience, competitors,
and market trends to inform the branding strategy.

2) Define brand positioning - Clearly define the brand's unique value proposition,
personality, and key messages it wants to communicate.

3) Create brand name - Develop a memorable and meaningful brand name that aligns with
the brand positioning.

4) Design logo - Create a distinctive logo that visually represents the brand and makes it
instantly recognizable.

5) Establish brand style guides - Define brand elements like colour palettes, typography,
imagery styles, and tone of voice in comprehensive guidelines.

6) Apply across touchpoints - Consistently apply the brand identity elements across all
consumer touchpoints like website, packaging, marketing materials, etc.

7) Build brand awareness - Implement marketing and advertising campaigns to increase

brand visibility and reinforce the brand identity.

8) Ongoing management - Consistently maintain and evolve the brand identity as needed
to stay relevant and aligned with business goals.
b. What factors are taken into account when developing a brand portfolio?
Following are the factors that are taken into account while developing a brand portfolio :

c. What are the steps taken while product management?

Following are the steps taken while product management :
a. How do graphic designers usually approach their business ventures?
Graphic designers typically approach their business ventures by:
1. Identifying their niche or specialisation within graphic design.
2. Building a portfolio showcasing their work and skills.
3. Marketing their services through online platforms, social media, and networking.
4. Establishing clear communication with clients to understand their needs and
expectations.
5. Pricing their services competitively and fairly.
6. Delivering high-quality work on time and within budget.
7. Seeking feedback and referrals to grow their client base.
8. Continuously updating their skills and staying abreast of industry trends.

b. What mindset should one adopt to embark on their journey as a freelance graphic
designer?
To embark on a journey as a freelance graphic designer, one should adopt a creative
mindset and develop skills in design software like Canva, Figma, Miro Board etc. It's
important to be organised, communicate well with clients, and have a strong portfolio to
showcase your work. Additionally, being adaptable and willing to learn new techniques will
also help one succeed in the ever-changing field of graphic design.

c. What factors should one take into account when crafting a business plan?
Following are some factors that one can take into account when crafting a business plan:
a. What steps do graphic designers typically take in their business endeavours?
Marketing and branding are key to business success, with graphic design playing a vital role
in conveying the brand message and attracting the target audience.
a. What factors should you consider to maintain your graphic design networking?
Focus on building genuine relationships, not just collecting contacts. Leave a positive
impression within the design community and beyond.
● Join design communities. ● Connect personally.
● Attend events and conferences. ● Enter competitions.
● Collaborate on projects. ● Seek recommendations.
● Offer workshops/webinars. ● Attend alumni events.
● Join associations. ● Be authentic.
● Engage with the audience.
SNo Reference List Refer At:

1 Book: Burn Your Portfolio - Stuff They Don't Teach You in Google Books
Design School, But Should by Michael Janda · 2013 Page No. : 1-22

2 Book: Designing Brand Identity by Alina Wheeler Google Books

Page No. : 2-38

3 Book: Business Model You-A One-Page Method For Google Books

Reinventing Your Career by Timothy Clark Page No. : 23-46

4 Book: Designing Brand Identity A Comprehensive Guide to the Google Books

World of Brands and Branding By Alina Wheeler et. al. - 2024 Page No. : 7-96

5 Book: Identity Designed-The Definitive Guide to Visual Google Books

Branding by David Airey Page No. : 9-29

6 Book: The Creative Business Guide to Running a Graphic Google Books

Design Business (Updated Edition) by Cameron S. Foote Page No. : 31-34

7 Video: Branding for Startups- Complete Course for Social

Media Designers by Rajeev Mehta

8 Video: BRAND Bano Employee Nahi | Personal Branding Tips

by Rajeev Mehta by Rajeev Mehta

9 Video: How To Build A Successful Personal Brand in 2024 (Full

Masterclass) by The Futur

10 Video: How To Start A Freelance Business As A Designer | Start

Your Career As A Creative Entrepreneur by Michael Janda

11 Video: Freelance Graphic Designer - How To Succeed Your 1st

Year by Jesse Nyberg
12 Video: 7 Non-Monetary Reasons to Take on Freelance Projects
by Michael Janda

13 Video: How to get Freelance Graphic Design Clients by Anik

Jain

14 Video: How Brands Use Design & Marketing to Control Your

Mind by Design Theory

15 Video: How Marketing and Design Synergize for

Unprecedented Brand Growth! by Michael Janda
 GRAPHIC DESIGN

Unit 10

Business In Graphic Design

Sub-Unit 3

Optimising Operations

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 10
Business In Graphic Design
Sub Unit - 3
Optimising Operations

Sub Unit - 3 Optimising Operations

Session 1: Client onboarding

a) What factors should you consider when acquiring clients?

b) What are your preferred strategies for client onboarding in graphic

design, particularly in terms of inbound and outbound techniques?

c) What factors should you consider for client relationship and

communication in graphic design?

d) What factors should you consider for securing repeat clients?

Session 2: Outsourcing team

a) What are the steps for outsourcing the recruitment process?

b) What factors should you consider when outsourcing team members?

Session 3: Financial management

a) What factors should be considered for financial management by

graphic designers?

b) What factors should be considered when determining pricing as a

freelance graphic designer?

c) What factors should be considered when budgeting for graphic

design?

d) What factors should you consider when setting the right price for your
designs?

Session 4: Pricing
a) What factors should be considered when devising pricing strategies for
graphic designers?

b) What are the different pricing models available?

c) What factors should be considered when creating agreements for

graphic designers?

d) What is ROI and what factors should you consider when calculating
ROI?
Session-1

Client Onboarding

Insights
Understanding client onboarding, team recruitment, financial
management, pricing strategies, pricing models, agreements, and
ROl provides essential insights for running a successful graphic design
business, optimizing operations, and maximizing profitability

Important Concepts

Keyword

Client

Clients are individuals or entities that

engage the services of another party to
fulfill their needs or requirements.

DBSE CLASS XII DMD GD Client Onboarding

a. What factors should you consider when acquiring clients?
When acquiring clients, it's crucial to consider several factors to ensure successful
partnerships and positive outcomes. Some key considerations include building credibility
and social proof, specializing in a niche, presenting oneself as valuable, demonstrating
empathy and passion, researching and formally approaching businesses, following targeted
businesses, and showcasing a great portfolio. These strategies help establish trust,
demonstrate expertise, and attract the right clients for long-term relationships.

b. What are your preferred strategies for client onboarding in graphic design,
particularly in terms of inbound and outbound techniques?
In the context of graphic design, inbound and outbound client onboarding techniques are
employed. It can be understood as follows:

c. What factors should you consider for client relationship and communication in
graphic design?
Effective client relationships and communication are vital for graphic design success.
Fostering trust and partnerships hinges on:
● Clear communication ● Regular updates
● Active listening ● Realistic expectations
 ● Asking questions ● Meeting deadlines
● Establishing design briefs ● Client education
● Feedback and revisions ● Celebrating successes
● Demonstrating expertise ● Adaptability and flexibility

d. What factors should you consider for securing repeat clients?

To secure repeat clients in graphic design, consider the following factors:
● Establish strong relationships: Begin ● Utilise retainer agreements.
with references. ● Manage revisions effectively.
● Foster positive experiences for repeat ● Conduct healthy negotiations and
business. clear contracts.
● Implement referral programs.
a. What are the steps for outsourcing the recruitment process?
Following are the factors that need to be considered for outsourcing recruitment process :
1. Define your hiring needs and requirements
2. Research and evaluate potential recruitment partners
3. Select the recruitment partner and negotiate contract terms
4. Provide job descriptions, requirements, and other details to the partner
5. Allow the recruitment partner to source and screen candidates
6. Review shortlisted candidates from the partner
7. Conduct interviews and make hiring decisions
8. Provide feedback to the recruitment partner
9. Manage ongoing recruitment activities with the partner
b. What factors should you consider when outsourcing team members?
When outsourcing team members for graphic design projects, consider the following
factors:
● Reach out with friendly yet formal ● Understand the freelancer's
messages on platforms like Twitter, thought process.
Dribbble, and Behance. ● Stress collaboration and multiple
● Divide tasks and hire specialists. submissions.
● Engage in brief conversations for ● Be an effective manager
clarity. ● Offer detailed outlines, references,
● Maintain friendly and direct and examples.
communication. ● Start with smaller tasks for careful
● Set clear guidelines or agreements. selection.
● Review portfolios thoroughly.
a. What factors should be considered for financial management by graphic designers?
Financial management is vital for graphic design businesses' success. Implementing
effective strategies and pricing models ensures fair compensation and covers expenses.
Financial Management entails:
● Budgeting ● Separating Business and Personal
● Cash Flow Management Finances
● Emergency Fund ● Investing in Professional Development

b. What factors should be considered when determining pricing as a freelance graphic

designer?
Determining rates as a freelance graphic designer can be tricky. It's crucial to strike a
balance between fairness, competitiveness, and valuing your time and resources.
Several factors should be considered when determining pricing as a freelance graphic
designer. These factors include:
● Level of experience and expertise ● Overhead and expenses
● Project complexity ● Desired income
● Value provided to clients

c. What factors should be considered when budgeting for graphic design?

When budgeting for graphic design, one should consider the following factors:
1. Fixed Design Expenses:
- Salaries for in-house designers (if any)
- Software subscriptions (e.g., Adobe Creative Cloud)
- Hardware costs (computers, tablets, etc.)

2. Variable Design Expenses:

- Fees for freelance designers or agencies
- Printing costs
- Stock image/asset purchases

3. One-time Design Expenses:

- Costs for setting up a new design studio or office
- Purchasing new design equipment or furniture
- Training expenses for new design tools or skills
The key is to estimate both the regular, ongoing costs (fixed and variable) as well as any
major one-time investments needed for graphic design projects or operations. This will help
ensure one allocate sufficient funds.

d. What factors should one consider when setting the appropriate price for designs?
a. What are the different pricing models available?
Following are the different pricing models available for graphic designers:

1. Hourly Pricing: Charging an hourly rate for the time spent on the design work.

2. Project-Based Pricing: Quoting a

fixed fee for the entire project,
regardless of hours worked.

3. Daily Billing: Charging a set daily

rate for each day worked on the
project.

4. Value-Based Pricing: Pricing based

on the perceived value of the design to the client, rather than hours.

5. Retainer Agreements: Clients pay a monthly or annual fee for ongoing design
services as needed.

b. What factors should be considered when creating agreements for graphic

designers?
● Specify hours/pay rate.
● Define project dates/revisions. ● Specify non-liability.
● Set deposit structure. ● Acknowledge terms with signatures.
● Clarify handover/portfolio. ● Confirm the designer's commitment
● State termination/notice.
Some examples of the agreements:

Fig. [Link]

d. What is ROI and what factors should you consider when calculating ROI?
ROI (Return on Investment) is a financial metric used to understand the profitability of an
investment by comparing the net gain or profit generated to the initial investment cost,
typically expressed as a percentage or ratio.
SNo Reference List Refer At:

1 Book: The Graphic Designer's Guide to Clients by Ellen M. Google Books

Shapiro (mentioned
below)

2 Book: Being a Starving Artist Sucks by Jeremy Tuber Google Books

(mentioned
below)

3 Book: The Freelancer's Business Brain by Tom Albrighton Google Books

(mentioned
below)

5 Book: The Outsourcing Handbook" by Mark J. Power - 2006 Google Books

(mentioned
below)

6 Book: Finance for Freelancers - How to Get Started and Make Google Books
Sure You Get Paid by Andrew Holmes (mentioned
below)
8 Video : Why Most Creatives Fail Online: Strategies for Lead
Generation, SEO, and Content by The Futur

9 Video : How to get clients as a Freelance Graphic Designer by

Abi Connick

10 Video : How to Get New Clients & Graphic Design Projects by

Rajeev Mehta

11 Video : How to Get Clients as a Freelance Graphic Designer | Tips

on Getting Consistent Freelance Projects by Michael Lubrin
(dayswithmike)

12 Video : Freelance designer tip - Streamline the handoff process

by pixelgeek

13 Video : Finding Your First Remote Work Partner - Building

Business Connections As a Freelancer by PaidLancer

14 Video : When Should You Outsource Freelance Work? by Lex

DeVille

15 Video : How To Outsource Work With Upwork - Free Up Your

Time by Think Tutorial
16 Video : How To Outsource Web Design Work to $10K Per Month
by Arnau Ros

17 Video : Pricing Design Work & Creativity (The Guide) by The

Futur

18 Video : Payment Terms For Freelancers by Flux Academy

19 Video : Freelance Pricing Secrets Every Designer Should Know

by Rachel How

20 Video : Do You Need to Set Minimum Price for Projects as a

Freelancer? by Michael Janda

21 Video : How To Ethically Charge More Money For Your Creative

Services by The Futur

22 Video : Rajeev Mehta on the Future of Graphic Design, Video

Editing & Money Making by Ansh Mehra

23 Video : Measuring the Value of UX Design: A Guide to ROI by

Bear Academy (@Bearliu) - Youtubeshots
 GRAPHIC DESIGN

Unit 10

Business In Graphic Design

Sub-Unit 4

Strategic Transitions

A step-by-step, session-wise recap of

Important Concepts and Learning Objectives
UNIT - 10
Business In Graphic Design
Sub Unit - 4
Strategic Transitions

Sub Unit - 4 Strategic Transitions

Session 1: Business landscape

a) What is essential for invoicing in graphic design?

b) What are E-signatures?

c) Why are electronic signatures necessary?

d) What factors should you consider when establishing accounting for graphic
design?

e) What legal factors should be considered in graphic design?

f) What ethical considerations are involved in the graphic design business?

Session 2: Handing over [Client offboarding]

a) What does the process of transferring a design project entail?

b) What secure practices should be followed for file delivery?

Session 3: Consideration for future

a) What factors do you need to consider for evaluating and adjusting as a

designer?

b) How can you enhance the perceived value of your services in your clients' eyes?

c) What are the must-haves for every business in terms of understanding

capitalism?
a. What is essential for invoicing in graphic design?
● Ensure professional invoices: Utilise invoicing software or templates to maintain a
polished appearance.
● Implement follow-up: Establish a system for courteous payment reminders.
● Include client details and project information: Provide client details, project specifics,
and a clear service description.
● Outline payment terms and methods: Clearly specify payment terms, due dates, and
accepted methods.
● Incorporate terms and conditions: Cover intellectual property, revisions, and
confidentiality in the terms.

b. What are E-signatures?

E-signatures, or electronic signatures, are digital versions of handwritten signatures used to
sign electronic documents. E-signatures allow for efficient and secure signing of documents
without the need for physical presence or paper-based processes.

c. Why are electronic signatures necessary?

One should customize their digital signatures by creating personalised Artistamps, stamps,
signatures, and watermarks.

d. What factors should you consider when establishing accounting for graphic design?
When establishing accounting for graphic design, several factors should be considered:
e. What legal factors should be considered in graphic design?
Several legal factors should be considered in graphic design:

f. What ethical considerations are involved in the graphic design business?

Ethics are vital in graphic design, guiding relationships among designers, clients, and the
community. Key considerations include:

● Honesty and Transparency ● Professional Development

● Client Confidentiality ● Environmental Responsibility
● Informed Consent ● Social Responsibility
● Cultural Sensitivity
● Fair Compensation

● Plagiarism and Intellectual

Property
a. What does the process of transferring a design project entail?
Transferring a design project entails gathering all files and assets, providing project
requirements and context, sharing access details, communicating timelines and
outstanding tasks, introducing new designer(s) to stakeholders, conducting knowledge
transfer sessions, and officially handing off responsibilities to ensure a smooth transition.

b. What secure practices should be followed for file delivery?

To protect design assets and maintain confidentiality with clients, utilise secure file
hosting/transfer services, two-factor authentication, password protection, client login
portals, expiring links, file encryption, access tracking, digital watermarking, regular
backups, secure communication protocols, and educate clients on security best practices.
a. What factors need to be considered for evaluating and adjusting as a designer?
As a designer, several factors should be considered for evaluating and adjusting your work:

● Self-Assessment ● Portfolio Review

● Client Feedback ● Financial Assessment
● Review Project Outcomes ● Client Relationship Management
● Timeline and Efficiency ● Networking and Marketing
● Stay Updated on Trends ● Professional Development
● Skill Enhancement ● Adaptability

b. How can you enhance the perceived value of your services in your client’s eyes?
You can enhance the perceived value of your services in your client's eyes by working on

c. What are the must-haves for every business in terms of understanding capitalism?
Understanding capitalism's fundamentals in business is crucial for success. Essential
elements every business must have include a solid understanding of market principles,
efficient resource allocation, and strategies for sustainable growth.
SNo Reference List Refer At:

1 Book: 365 Habits of Successful Graphic Designers by Laurel Google Books

Saville et. al. Page No. :
14-55

3 Book: Work for Money, Design for Love by David Airey Google Books
(mentioned
below)

6 Video : How To Set Up Graphic Design Contracts and Invoices +

FREE TEMPLATE by Jesse Nyberg

7 Video : (Part 6) All about Freelance Contract, Why contract is

important in Freelancing, Benefit of Contract by Graphic Design
Hindi Me

8 Video : GRAPHIC DESIGN CONTRACT TEMPLATE! Be A Secure

Designer by Satori Graphics

9 Video : How To Work With Clients | Freelance Graphic Designer

by Alice Thorpe

10 Video : How to deliver website to clients by Him Singh

11 Video : Do This Every Friday in Your Creative Freelance Business
by Michael Janda

12 Video : The single biggest reason why start-ups succeed | Bill

Gross by TED

13 Video : The Money Making Expert: The Exact Formula For

Turning $100 into $100k Per Month! - Daniel Priestley by The
Diary Of A CEO

14 Video : Branding & Marketing In The Age Of AI with Seth Godin

by Brand Master Academy