Design Principles

Design Process 1. Define the problem 2. Research the project 3. Create thumbnails and roughs ◦ Thumbnail – small, fast sketches that are simple with little detail 4. Prepare accurate comprehensives 5. Review and refine the design

Fundamentals of Design Design Elements ◦ Building blocks of design

Design Elements Line ◦ Most basic element ◦ Can be straight or curved ◦ 4 properties:  Length, width, style & color  Can be used to:  Organize a design  To move a viewer’s eye in and out of the design

Design Elements Shapes ◦ Various visual forms that designers use to build designs ◦ Have height and width ◦ 3 fundamental shapes  Circle  Square  Triangle ◦ From these 3 shapes all other shapes and forms can be produced

Design Elements Shapes, continued ◦ Properties:  Geometric  Expressive  Representational  abstract

Design Elements Shapes, continued Shapes are enclosed objects that can be created by line or created by color and value changes that define their edges.

Design Elements Value ◦ Adds dimension and depth to a form ◦ Grayscale:  use of various shades of gray ◦ Adding value can make a shape more recognizable

Design Elements Color ◦ Use of color expands design concepts ◦ Examples:  Banana = yellow  Sky = blue  Grass = green

Design Elements Color, continued Hue is another word for color. Chroma is the intensity or purity of color. Tint is a color mixed with white. Tone is a color mixed with gray. Shade is a color mixed with black.

Design Elements Color, continued Using color can enhance or detract from a composition. Color wheels help determine which colors are in greatest contrast. Use Kuler from Adobe Labs to try out new color schemes:

Design Elements Color, continued Analogous colors are adjacent to each other on the color wheel. Complementary colors are opposite each other on the color wheel.

Design Elements Color, continued Use color to label or show hierarchy. Use color to represent or imitate reality. Use color to unify, separate, or emphasize. Use color to decorate. Use color consistently.

Design Elements Texture ◦ Surface pattern that gives the impression of a tactile (touchable) surface ◦ Used to create interesting-looking forms or backgrounds ◦ Pastels and charcoals are used to create a distinct texture

Design Elements Texture continued Texture is the surface look of an object created by varying dark and light areas.  Roughness  Smoothness  Depth

Design Elements Space ◦ Area into which designers place forms ◦ Placing forms into space creates a composition ◦ Negative space:  Space where NO forms exist

Format of the Design Boundaries of the composition Very important to understand

Design Principles The 6 rules designers use to organize elements in space

Design Principles 1. Balance ◦ Created when images are distributed somewhat equally through a design ◦ 2 types: ◦ Symmetrical:  very formal structure  Position of forms on one side of the composition matches the position of the forms on the other side

Design Principles Balance, continued ◦ Asymmetrical:  Looser, less formal structure  Forms on one part of the design are not repeated in another corresponding part of the design

Design Principles 2 and 3. Proximity and Alignment ◦ Visual organization Proximity ◦ Grouping elements that work together

Design Principles Proximity and Alignment, continued Alignment ◦ Helps to organize and present info more effectively ◦ Lining up elements to create columns or visual (not actual) lines to move the eye through the design

Design Principles Proximity and Alignment, continued Grid ◦ Relates to proximity and alignment ◦ A formalized division of a page into a set pattern of square and rectangle spaces

Design Principles 4. Unity ◦ Use of similar elements in a design so they “work together” visually ◦ Communicates message more effectively ◦ The correct balance of composition or color that produces a harmonious effect. ◦ To create Unity: use similar shapes, colors or typography

Design Principles 5. Emphasis ◦ Making parts of a design more important than others Focal Point ◦ Emphasis on a particular element to draw the viewer’s eye to that place in the design first Contrast ◦ Making one element different from the others

Design Principles Emphasis, continued Example:

Design Principles 6. Rhythm ◦ Creating visual movement by repeating elements ◦ Can also create a visual flow through a design ◦ 2 common types: ◦ Progressive: moves through a design in equal amounts  Ex: rainbow or 1,2,3,4,5,6 ◦ Alternating: alternates  Ex: checkerboard or 1,2,1,2

Summary The basis of good graphic design is use of design elements and their thoughtful application in the form of design principles. Clearly identify what you are trying to accomplish — use design to convey your message. Brainstorm alternatives.