Design Elements and Principles National 5 Graphics Design Elements and Principles

Nat 5 Layout Elements & Principles Creative Techniques for effective promotional graphics You must be confident with the following: Alignment Dominance & Emphasis Line Unity and Depth Contrast

Nat 5 Layout Elements & Principles Use of colour Warm Cool Contrast and Harmony Advancing and Receding Moods Reflection and Shade

Alignment Good alignment helps improve the structure of a layout It makes a page feel organised and easy to follow It contributes to neatness and sharpness

Design Principles Alignment . Why use it ? Trinity High School Alignment: In Order to Create Visual Unity The principle of alignment states that the designer should use alignment of elements such as text and images as a tool to create visual unity or organization. Designers recommend that each element placed should have at least some alignment with another element on the page. Basic forms of alignment look for the imaginary line. Lack of Unity; Poor Alignment Visual Unity Through Alignment Good example of Alignment between text and image. (Look for the imaginary lines) Poor example of Alignment between text and image. Why use it ? Good alignment is invisible. Most readers won't consciously notice that everything is lined up neatly but they will feel it when things are out of alignment. Trinity High School CALDERGLEN HIGH SCHOOL

Poor Alignment

Good Alignment

Alignment (Text) Text Layout This is an example of text which has been justified to the left. This is an example of text which has been justified to the left. This is an example of text which has been justified to the left. Text Layout The layout of text in a column can be altered in four main ways. This is an example of text which has been justified to the right. This is an example of text which has been justified to the right. This is an example of text which has been justified to the right. Normally text is JUSTIFIED to the LEFT However it can also be justified in other ways This is an example of text which has been justified to the centre. This is an example of text which has been justified to the centre. This is an example of text which has been justified to the centre. The following examples show text justified:- RIGHT CENTRE This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text. FULLY

Emphasis Dominance & Emphasis Dominance Occurs when one item stands more than others – it dominates the layout Emphasis This happens when an item is made more eye-catching

This layout has been aligned carefully but lacks visual impact The space is filled but there is no visual impact The images are too similar in size and are spread out around the layout The product name does its job but lacks impact

This layout is made more effective by: Creating a focal point by enlarging an image and positioning it carefully Grouping smaller images and scaling them down to make the focal point more dominant Change the font to create contrast Use an underline to add emphasis Leaving white space around the product name to emphasise it Reducing the number of colours to add contrast: the background colour pushes the images forward This layout now has a dominant focal point, an emphasised product name, a structured layout and a simple but effective colour scheme. It now has VISUAL IMPACT

Effective use of dominance, emphasis, unity and contrast

Lines Lines can be an important element in layout They are used to separate parts of the layout, connect parts of the layout or create emphasis by underlining features

Lines Can Provide Texture Lines can be used in a variety of ways in a layout: They help to organize information; They can direct your readers' eye as to the organization of the layout; They can create a mood; And, they can give rhythm and movement. For example, lines can organize information on your page. A line can define the boundaries of your page. Vertical or horizontal lines can also be used to direct your readers from one piece of information to another. To create a mood, use a wavey line to give the piece a feeling of movement. Lines in your piece can: • Convey a mood or an emotion. • Organize the design. • Establish columns of text. • Create a texture. • Create movement. • Define shape. • Call attention to a word. • Connect pieces of information in your layout. • Frame an image or a word. Lines Can Provide Texture Organize the design. Establish columns of text. Define shape Trinity High School

This layout is nicely proportioned but lacks focus, unity and impact This layout is the same but with 2 horizontal lines added These lines bring a number of benefits to the layout: They pass through and link both sides of the layout The top line underlines and emphasises the product name The bottom line passes behind the memory stick, creating depth: It pushes the memory stick forwards The lower line separates the space at the foot for the slogan Positioning the lines at the top and bottom of the layout connects the 2 areas, creating unity The lines are positioned carefully to create strong alignment. This helps to organise and give structure to the layout

Using wavy Lines

Using vertical lines

Design Element Unity Unity helps organize a visual image, facilitating interpretation and understanding. Unity can be achieved through the use of similar shapes. Unity can be achieved through the use of a common pattern. Can you spot Unity in choice of colour, the use of strong shapes and how the background relates to the text. Unity can also be used to great effect inside the magazine to link articles and pages together. Unity can be achieved through the use of a common background and also through a common colour throughout the page Trinity High School

Unity-How is unity created in this graphic?

Unity Overlapping an image can create unity- It makes physical connection between the text and the image Lines can do the same – Placing the lines behind the image connects and unifies the combination Using a colour fill behind 2 items can connect them. The text and the torch are connected by the blue flashbar Repeating colours in different parts of the layout (repetition) can tie items together Repeating features in separate positions can create unity Using harmonious colours can have a unifying effect (the colours in the torch are used elsewhere in the layout) Positioning items close to other items can create unity

Contrast Contrast is about opposites – Like black and white Vertical and horizontal squares All these things stand out and when used together become eye catching and help create visual impact

Study the 2 layouts What layout makes better use of contrast?

Layout 1

Layout 2

Layout 2 makes better use of contrast and has more visual impact than Layout 1

poor example of contrast This lacks contrast The chair images are all the same size The fonts are the same typeface and size The colours harmonise Nothing stands or catches the eye While the alignment is strong, it lacks visual impact

Good use of contrast The 2D chairs have been shrunk and the 3D ones scaled up, creating contrast in size The large size of type used on the title contrasts with the smaller text used elsewhere A very different typeface is used on the title The background colour creates contrast with the blue in the chair The vertical colour fill and text contrast with horizontal items A circle is added to contrast with rectangles

Now its your turn Try and make use of all these design principles and elements when designing any type of promotional graphic………………….