Foundation of Design Principles PDF

Foundation of Design Chapter 4 Design Principles The fundamentals of design are the foundation of every visual medium, from fine art to modern web design. Principles of Design 1. Balance 2. Contrast 3. Repetition 4. Emphasis 5. Movement 6. Unity 7. Rhythm 1. Balance some...

Foundation of Design Chapter 4 Design Principles The fundamentals of design are the foundation of every visual medium, from fine art to modern web design. Principles of Design 1. Balance 2. Contrast 3. Repetition 4. Emphasis 5. Movement 6. Unity 7. Rhythm 1. Balance sometimes you look at a design, whether it’s a poster or a banner ad, and everything feels right about it? That means the composition is balanced. Balance is all about how your elements weigh in the visual, and it can be achieved through symmetry, asymmetry, or radial symmetry. 1. Balance Shapes, colors, objects, textures, or values can create balance in a design. This is an essential principle because imbalance can cause discomfort for the viewer. Balance is the equal distribution of visual weight (more specifically, how much any one element attracts the viewer's eye). Balance can be affected by many things, including color, size, number, and negative space. 1. Balance Mastering balance can be tricky for beginners because it does take some intuition. 1. Balance Symmetrical designs are the same or similar on both sides of an axis. They feel balanced because each side is effectively the same (if not identical). 1. Balance Asymmetrical designs are different, but the weight is still evenly distributed. The composition is balanced because it calls attention to the right things (in this example, the person's name and company logo). 1. Balance The rule of thirds designers and photographers, use a strategy called the rule of thirds. This imagines your work area divided into a 3x3 grid. The focal point of the image is placed on or near one of the grid lines, creating visual balance with the rest of the space. 1. Balance The rule of thirds We find this type of composition appealing because, according to studies, the human eye naturally follows this path when scanning a design. 1. Balance Types of balance: A. Symmetrical or formal balance B. Asymmetrical or informal balance C. Radial balance D. Vertical balance E. Horizontal balance 1. Balance A. Symmetrical or formal balance A form of balance achieved by the use of identical balance compositional units on either side of a vertical axis within the picture plane. Horizontal Symmetry Approximate Symmetry 1. Balance B. Asymmetrical or informal balance A form of balance attained when the visual units on balance either side of a vertical axis are not identical but are placed in positions within the picture plane so as to create a “felt” equilibrium of the total form concept. 1. Balance C. Radial balance A form of balance than is even, radiating out from a central points to all four quadrants of the shape’s constraining plane. 2. Contrast To emphasize key elements in your design and make it pop, then using this principle is one of the best things you can do. Contrast helps you grab people’s attention and generate interest in your visual by making an object more distinguishable than the other objects present in the design. 2. Contrast A good example of contrast is negative space or the use of complementary colors, which is going to redirect someone’s attention to a particular portion of the visual. Other common forms of contrast are dark vs. light, large vs. small, or thick vs. thin. 2. Contrast Another significant advantage of using contrast is the fact that it improves the design’s readability and legibility. 2. Contrast Types of Contrast: A. Contrast of Color B. Contrast of Size C. Contrast of Shape D. Contrast of Typography 2. Contrast A. Contrast of Color Color is a key principle for creating contrast in graphic design. It is the concept most familiar to viewers. An example of this is a basic white background with solid black text. The contrast between the two color values is obvious. 2. Contrast B. Contrast of Size Big versus small is a simple example of contrasting sizes. Placing a large object or block of text beside a small object or block of text has an impact. The eye naturally seeks out the larger object, interpreting it as more important. 2. Contrast C. Contrast of Shape Creating a noticeably different shape at the key area of your design compared to the other elements in your layout is effective. 2. Contrast D. Contrast of Typography work will involve some type of font. Color, size, and shape can be applied to typefaces. For unification, it is best to stick to one or two typefaces within a layout and use style variations 2. Contrast 2. Contrast 3. Repetition Repetition is boring and monotonous only when there’s no variation. When some degree of variation is added to a design where certain elements are being repeated, it changes everything. You can repeat colors, fonts, shapes, and other objects to create consistency and unity. 3. Repetition In graphic design, repetition means simply using the same element over and over again. Often, repetition is a great way to add texture to the piece. Not only does it create an element of unity within a specific piece of artwork, but repetition can also help create texture and bring the project to life. 3. Repetition Moreover, repetition is a crucial principle in branding because it’s going to keep your design on the same level. 3. Repetition Advantages of using repetition in your design? 1. Use repetition to help establish branding. 2. Use repetition to increase familiarity and comfort. 3. Incorporate repeated messages into your content to help connect them to your brand or design. 4. Utilize repetition to establish texture and add life. 3. Repetition Advantages of using repetition in your design? 1. Use repetition to help establish branding. When consumers think of your brand, what do you want them to associate with it? You may want to repeat specific elements of color or specific images that relate to your brand in order to connect them with a specific product. 3. Repetition Advantages of using repetition in your design? 1. Use repetition to help establish branding. 3. Repetition Advantages of using repetition in your design? 2. Use repetition to increase familiarity and comfort. creating a sense of comfort that can help enhance the overall experience and tie to your brand. 3. Repetition Advantages of using repetition in your design? 2. Use repetition to increase familiarity and comfort. 3. Repetition Advantages of using repetition in your design? 3. Incorporate repeated messages into your content to help connect them to your brand or design. The more often people encounter information, the more likely they are to remember it and to connect it with you. Through repetition, you can help their brains pick up that information. 3. Repetition Advantages of using repetition in your design? 3. Incorporate repeated messages into your content to help connect them to your brand or design. 3. Repetition Advantages of using repetition in your design? 4. Utilize repetition to establish texture and add life. Add in repeat elements to help create that important emotional reaction or to make your work feel more realistic. 4. Emphasis Emphasis is all about highlighting the most important area in your design. For example, if you want to accentuate the headline in your visual, then make sure to use a font size that will stand out and will draw people’s attention. Similarly, you can utilize a bold color to make the text pop. 4. Emphasis If you want to make a particular element more prominent, you can use scale to make it bigger or smaller than it is in real life. 4. Emphasis How can you add emphasis to a design? A. Size B. Color C. Contrast D. Novelty E. Style 4. Emphasis How can you add emphasis to a design? 4. Emphasis How can you add emphasis to a design? B. Color 4. Emphasis How can you add emphasis to a design? C. Contrast 4. Emphasis How can you add emphasis to a design? D. Novelty 4. Emphasis How can you add emphasis to a design? E. Style 5.Movement Even though a visual is static, it can still give the feeling as if the design is actually moving. For movement, you can use shapes, lines, edges, or color, the purpose being to direct the human eye. 5.Movement 5.Movement Movement means guiding the user’s eye to a predetermined path in a composition. 5.Movement How do you show movement in design? A. Lines for Movement 6. Unity Unity is all about how the different elements of your design come together and form a relationship. designs that give you the impression that the fonts and everything else were chosen at random, so there wasn’t any sense of unity. 6. Unity All the visual elements you use in your design should be connected to one another. Also, unity is going to help you communicate your message in a clear, organized, and concise manner. 6. Unity 7. Rhythm spaces between design elements can give rhythm as well to a visual. Visual rhythms can be: regular, flowing, progressive, random, and alternating. 7. Rhythm 7. Rhythm 7. Rhythm