Design Principles Graphic Arts

Line Helps direct the eye Creates emphasis Give a sense of movement Lines can be defined as any linear marks. Lines make up about everything. Every character is made up of lines. Leading lines in photography direct the eye—same concept.

Left image: print illustration, one color used white Right image: web page Lines are simple yet versatile and effective.

Scale Draws attention to and from certain elements Creates emphasis/drama Scale is a large part of design literally! Mouse vs. an Elephant Size your elements dramatically large or small to create stunning effects and to signal which parts are more important than others.

Left image: shows which characters have the most important roles Right image: shows certain statistics, information and numbers larger to draw attention to those pieces of data over others

Colour Create a strong palette Use the right colour process Consider colour theory Color sets moods, atmospheres, emotions, etc. Color can make or break a design.

Color creates sharp contrasts, creates energy and playful design.

Repetition Helps to tie lots of individual elements together Crucial for consistent branding Some brands are memorable such as Coco-Cola, Google, Apple, Nike, etc. Why? Repitition! Keeps brands consistent and ties items together.

Negative Space The space in between Create clever images Fantastic for logos Negative space is the space in between the area between or around other elements that form its own shape.

Used the space between the birds to make the fish.

Symmetry Creates a sense of calm The human eye is generally attracted to symmetry Human beings are scientifically proven to be drawn to symmetry. Symmetrical faces, patterns, and designs are generally more attractive, effective and beautiful.

Used a lot in logos to create harmonious and balanced design.

Symmetry does not mean it has to be perfectly mirrored Symmetry does not mean it has to be perfectly mirrored. The design can be balanced symmetrically.