1. Principles of Visual Design 2720 Principles of Visual Design LCC 2720 Instructor: Brian Schrank Intro to Design

2. Principles of Visual Design 2720 What is Design?

3. Principles of Visual Design 2720 Design is a plan for arranging elements in such a way as to accomplish a particular purpose. -Charles Eames

4. Principles of Visual Design 2720 Architectural Design

5. Principles of Visual Design 2720 Children’s Book Illustration

6. Principles of Visual Design 2720 Design is like Beauty Beauty—the adjustment of parts so that one cannot add, subtract or change them without impairing the harmony of the whole. —Leon Battista Alberti

7. Principles of Visual Design 2720 Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away. —Antoine de St-Exupery Design is like Beauty

8. Principles of Visual Design 2720 Soooo... is design like art, then?

9. Principles of Visual Design 2720 Absolutely Not!

10. Principles of Visual Design 2720 Art is broader than design. Art questions its own purpose. Design only serves a purpose. Absolutely Not!

11. Principles of Visual Design 2720 Soooo... art is… um, crap?

12. Principles of Visual Design 2720 Art is broader than design. Art questions itself. Art breaks design rules.

13. Principles of Visual Design 2720 Design Art

14. Principles of Visual Design 2720 Art breaks design rules. William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing... But he was a brilliant artist in his ability to transcribe his vision.

15. Principles of Visual Design 2720 William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing... But he was a brilliant artist in his ability to transcribe his vision. Art breaks design rules.

16. Principles of Visual Design 2720 William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing... But he was a brilliant artist in his ability to transcribe his vision. Art breaks design rules.

17. Principles of Visual Design 2720

18. Design is about clearly leading the audience toward your predetermined conclusion.

19. Principles of Visual Design 2720 Good Design versus Bad Design

20. Principles of Visual Design 2720 Good Design versus Bad Design Good Design Achieves its Objective Bad Design Fails its Objective

21. Principles of Visual Design 2720 Good Design versus Bad Design Good Design Achieves its Objective Bad Design Fails its Objective

22. Principles of Visual Design 2720 Good Design is Relative to Audience

23. Principles of Visual Design 2720 All Design Serves a Purpose—although its purpose will vary:

24. Principles of Visual Design 2720 All Design Serves a Purpose—although its purpose will vary: MajestyAusterity

25. Principles of Visual Design 2720 What are the rules of design?

26. Principles of Visual Design 2720 Basic Rules of Design: Contrast Repetition Alignment Proximity

27. Principles of Visual Design 2720 Basic Rules of Design: Contrast

28. Principles of Visual Design 2720 Contrast

29. Principles of Visual Design 2720 Tools for Contrast sizevaluehueorientationtextureshapeposition

30. Principles of Visual Design 2720 Contrast

31. Principles of Visual Design 2720 Line Contrast

32. Principles of Visual Design 2720 Which uses Contrast Better?

33. Principles of Visual Design 2720 Simple Contrast Complex Contrast Degrees of Contrast

34. Principles of Visual Design 2720 Avoid elements that are merely similar : Thinking about contrast

35. Principles of Visual Design 2720 When adding an element think: “Should I vary this element? If so, how?” Thinking about contrast sizevaluehueorientationtextureshapeposition

36. Principles of Visual Design 2720 When adding an element think: “Should I vary this element? If so, how?” Thinking about contrast

37. Principles of Visual Design 2720 Contrast is the most important rule to master.

38. Principles of Visual Design 2720 Basic Rules of Design: Contrast Repetition

39. Principles of Visual Design 2720 Repetition Repetition brings ORGANIZATION, STRUCTURE, and UNITY. sizevaluehueorientationtextureshapeposition

40. Principles of Visual Design 2720 Repetition

41. Principles of Visual Design 2720 Repetition

42. Principles of Visual Design 2720 Repetition = Continuance

43. Principles of Visual Design 2720 Repetition = Continuance

44. Principles of Visual Design 2720 Repetition creates Texture

45. Principles of Visual Design 2720 Repetition “Drains” Meaning

46. Principles of Visual Design 2720 Even ONE tiny thing behaves like gravity, attracting the eye with extreme force. Connotation of a dot.

47. Principles of Visual Design 2720 Connotation of a dot. Even ONE tiny thing behaves like gravity, attracting the eye with extreme force.

48. Principles of Visual Design 2720 With a little repetition… the dots dance around like dust or insects...

49. Principles of Visual Design 2720 Basic Rules of Design: Contrast Repetition Alignment

50. Principles of Visual Design 2720 Alignment Do not place elements into your design arbitrarily. Placement has meaning. Like Repetition, Alignment pulls Structure together.

51. Principles of Visual Design 2720 Alignment Do not place elements into your design arbitrarily. Placement has meaning. Like Repetition, Alignment pulls Structure together.

52. Principles of Visual Design 2720 Alignment creates perceptual clusters:

53. Principles of Visual Design 2720 Alignment creates perceptual clusters:

54. Principles of Visual Design 2720 Loose Alignment Elements with loose alignment still perceptually group together.

55. Principles of Visual Design 2720 Loose Alignment Elements with loose alignment still perceptually group together.

56. Principles of Visual Design 2720 Common Fate

57. Principles of Visual Design 2720 Common Fate Strong Common Fate Weak Common Fate Different Colors and Shape Patternized Spacing

58. Principles of Visual Design 2720 Bad Alignment (no common fate)

59. Principles of Visual Design 2720 Good Alignment (common fate)

60. Principles of Visual Design 2720 Good Alignment (common fate)

61. Principles of Visual Design 2720 When adding a new element to a design think: Which existing element should I align it with?

62. Principles of Visual Design 2720 nudge… nudge… nudge… Repetition + Alignment

63. Principles of Visual Design 2720 nudge… nudge… nudge… Repetition + Alignment

64. Principles of Visual Design 2720 nudge… nudge… nudge… Repetition + Alignment

65. Principles of Visual Design 2720 nudge… nudge… nudge… Repetition + Alignment

66. Principles of Visual Design 2720 Basic Rules of Design: Contrast Repetition Alignment Proximity

67. Principles of Visual Design 2720 When elements are next to each other they become one visual unit. This organizes information, reduces clutter, and creates unity. Proximity

68. Principles of Visual Design 2720 When elements are next to each other they become one visual unit. This organizes information, reduces clutter, and creates unity. Proximity

69. Principles of Visual Design 2720 When elements are next to each other they become one visual unit. This organizes information, reduces clutter, and creates unity. Proximity

70. Principles of Visual Design 2720 When elements are next to each other they become one visual unit. This organizes information, reduces clutter, and creates unity. Proximity

71. Principles of Visual Design 2720 When elements are next to each other they become one visual unit. This organizes information, reduces clutter, and creates unity. Proximity

72. Principles of Visual Design 2720 When elements are next to each other they become one visual unit. This organizes information, reduces clutter, and creates unity. Proximity

73. Principles of Visual Design 2720 Proximity allows “Chunking”

74. Principles of Visual Design 2720 Proximity allows “Chunking”

75. Principles of Visual Design 2720 Proximity allows “Chunking”

76. Principles of Visual Design 2720 Proximity allows “Chunking”

77. Principles of Visual Design 2720 Proximity

78. Principles of Visual Design 2720 Basic Rules of Design: Contrast Repetition Alignment Proximity

79. Principles of Visual Design 2720 Once you master the rules….and understand that they are just “crap”…

80. Principles of Visual Design 2720 …know when to break the rules.

81. Principles of Visual Design 2720 Questions ? ? ?