1. Principles of Design
TCO 285
Dr. Codone

2. Focus Element to which an eye looks first in a visual composition.
Most effective when surrounded by white space (or negative space)
Usually created by use of display type for titles and headings
Images can provide focus also

3. Balance Achieved by the way elements are distributed on a page
Two kinds:
Symmetrical
Mirroring of elements so that there is an equal distribution of weight on left & right or top & bottom
Asymmetrical
Counterbalance of contrasting elements not fixed around the center

4. Balance
Asymmetrical
Symmetrical

5. Visual Weight Impact an element has on an eye
Controlled by size and number, density, and anomaly.

6. Directional Flow The direction the eye moves as it perceives a design.
Not typically present in symmetrical designs; in asymmetrical, is used to lead the eye to emphasized words or phrases.
Images should face text on a page, directing the eye to the text.

7. Examples of Directional Flow

8. Text Direction & Placement
We read from top to bottom & left to right; thus the eye tends to scan a page in the same way – in a “Z” pattern. Z
Pages should be designed in this pattern with landmarks for the eye to follow; the lower right corner is the spot where the eye ends after a quick glance – so include important info here.
Dr. Susan Codone

9. Unity
The overall look that holds the composition together visually. Accomplished when:
a page has clear focus
is well-balanced
has a fluid directional flow
utilizes appropriate elements that are internally consistent from page to page.

10. Example of Unity

11. Visual Identity
Nonverbal image closely associated with a company or organization.
A company’s visual identity is the result of a unified set of design elements present in the materials the organization produces, and which conveys its image to the public.

12. Anomaly
A single design element that looks different from a group of other elements, and makes this element stand out. This anomaly has greater visual weight than the whole group.
Example

13. Figure-Ground