Investigate design principles and elements. Principles of Design Investigate design principles and elements.

The Six Principles of Design Alignment Balance Contrast Proximity/Unity Repetition/Consistency White space

Alignment Alignment of elements in a pattern or grid. Visual relationship between all of the elements in a layout, even if the elements are far apart.

Alignment refers to lining up the top, bottom, sides, or middle of text or graphic elements on a page. 2.02 Investigate design principles and elements.

Symmetrical Balance Elements of the design are centered or evenly divided both vertically and horizontally

Asymmetrical Balance Off-center alignment created with an odd or mismatched number of elements.

Radial Balance With radial designs the elements radiate from or swirl around in a circular or spiral path.

Contrast The use of big and small elements, black and white text, squares and circles Adds emphasis to important information Adds appeal

Proximity/Unity Grouping elements to demonstrate their relationship to each other. Makes it easier for the reader to understand the relationships between elements.

Repetition/Consistency Repeat some aspect of the design throughout the entire layout. Aids navigation Improves readability Teacher Note: Tell students to remember that their main purpose is to get their message across to their audience when designing desktop publications. Using repetition makes it easy for the reader to know what to expect and understand how the information is arranged in the publication.

White Space Negative or space empty of any color Gives a design breathing room Smoothes transition between elements Teacher Note: White space also includes the spacing between words, characters, lines, margins, etc. Emphasize the importance of white space to make a publication easy to read. More white space is needed for publications that are designed to be read at a distance such as flyers and posters.

Rule of Thirds and Grids Rule of Thirds – Using imaginary grids to visually divide the page into thirds vertically and/or horizontally and placing most important elements within those thirds. Teacher Note: These concepts are used frequently in advertisements, especially magazine advertisements. Also, the Rule of Thirds is not really a rule. It is really just a suggestion. Desktop publishing publications are often divided into thirds because it is a common design that is very pleasing to the eye. It has been used so often that it has been given the name, Rule of Thirds.

Designing a logo Keep it simple.

Boost recognition. Create memorability. Create trust. Enhance admiration.

Avoid too many colors, multiple fonts and layered images. A confusing or cluttered logo won't convey a clear message. If there are too many visual elements in your logo, it will be difficult for the customer to process.

A tagline (or tag line) is a small amount of text which serves to clarify a thought for, or designed with a form of, dramatic effect.