BACHV Bristol Community College Bristol Community College CIS 13 Business Creativity Source: Ron Woolley,

Basic Principles of DESIGN  Type  Color  Shapes  Lines  Graphics What are we looking at? “Elements” on the Page:

BACHV REVIEW What are the FOUR Basic Principles of Design? 1 C ontrast 2 R epetition 3 A lignment 4 P roximity

BACHV WHAT IS BACHV? 1 B alance 2 A ction 3 C onsistency 4 H armony 5 V ariety

BACHV  Use the 3 “eyes” to develop a sense of design LOOK AT THE WORLD Like a DESIGNER VISUALIZE Look at the work of others - What catches your eye? CRITICIZE Separate good from bad - What style do you like? ANALYZE Study the world around you - What looks good?

BACHV VISION To detect an idea and develop it IMAGINATION To use an idea effectively JUDGEMENT To assess an idea’s value, place, and use * And knows the principles of design A DESIGNER Develops Skills*

BACHV BALANCE Arrangement of items ACTION Direction of eye movement CONSISTENCY Repeating theme or style HARMONY Unity of all parts VARIETY Subtle or obvious changes These qualities are inherent in any art form. For any design to be effective, they must be used… but not ALL of them will be used in one design Principles of DESIGN

BACHV BALANCE  All objects have weight and need balance  Visual center differs from physical center

BACHV Formal BALANCE  Place elements of equal weight and tone on both sides of an imaginary vertical line WHAT DOES THIS SAY? Restrained, formal, trusting, relaxing, restful… and maybe just a little bit boring centered static

BACHV Informal BALANCE  Counterbalance elements with white space WHAT DOES THIS SAY? More active and vital, more contemporary and daring… Intensity is increased by changes in size, shape or tone OFF-CENTER This is a very informal, yet balanced layout. It is asymmetrical and that sets a tone of informality and exciting copy. Dynamic

BACHV  The eye will go where you lead it  What is the FOCUS of your page?  Is it important? Direct your reader to it Use type, illustrations, color, and graphics to visually guide the eyes where you want them ACTION

BACHV CONSISTENCY  Develop a unified theme in your layout Borders Fonts Screens Artwork Color Logos Use style sheets to keep body type, heads, subheads, and folios consistent

BACHV Harmony relates to the unity of all parts HARMONY  SHAPE Type and art conform to the design  TONE Equality of type and art  COLOR Tones match and/or complement  TREATMENT Overall relationship

BACHV VARIETY  Gives liveliness and vigor to a page  Change may be subtle or OBVIOUS  Variety can be employed in: tYPetYPe

BACHV “Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.” - Scott Adams [creator of Dilbert cartoon]