1. The Principles of Design
The Structures Behind Improved Print Design

2. ELEMENTS OF DESIGN
The elements and principles of design are the building blocks used to create
The elements of design can be thought of as the things that make up a layout
Good or bad - all layouts will contain most of if not all, the seven elements of design

3. Elements of Design: the line
Line can be considered in two ways:
the linear marks made with a design tool or the edge created when two shapes meet

4. Elements of design: SHAPE
A shape is a self contained defined area of geometric or organic form
A positive shape in a design automatically creates a negative shape (aka white space)

5. Elements of Design: Direction
All lines have direction - Horizontal, Vertical or Oblique.
Horizontal suggests calmness, stability and tranquillity.
Vertical gives a feeling of balance, formality and alertness
Oblique suggests movement and action

6. ELEMENTS OF DESIGN: SIZE
Size is simply the relationship of the area occupied by one shape to that of another
Size can denote importance

7. ELEMENTS OF DESIGN: TEXTURE
Texture is perceived surface quality
Print design largely uses implied texture (the surface of an object looks like it feels. The texture may look rough, fizzy, gritty, but cannot actually be felt)

8. ELEMENTS OF DESIGN: COLOUR
aka swatches (in InDesign)
Considered to be the most expressive element
Can create illusion of depth
Can draw attention to a particular part
Increases visual appeal
Complementary colours help create contrast
Monochromatic colours are tints and shades of the same colour
Warm colours: reds, yellows, oranges
Cool colours: blues, greens, and purples
ELEMENTS OF DESIGN: COLOUR

9. Primary colours

10. Secondary colours

11. Tertiary Colours

12. Complimentary Colours

13. Triad Colours

14. ANALOGOUS Colours

15. Elements of Design: Value
aka tone
Value is lightness or darkness of a colour
Add black to a pure colour to create a shade
Add white to a pure colour to create a tint
Value gives objects depth and perception

16. THE #1 RULE OF PRINT DESIGN
The 3fs (FFF)
Form Follows Function
(what it looks like is not as important as the job it is supposed to accomplish)
A layout should help NOT hinder the message
It should be transparent in nature (ie. your viewer should not be remarking on the layout, but rather focusing on the content)

17. Principles of Design
The Principles of design can be thought of as what we do to the elements of design
How we apply the Principles of design determines how successful we are in creating layout

18. PRINCIPLES OF DESIGN: BALANCE
Balance in design is similar to balance in physics
A large shape close to the center can be balanced by a small shape close to the edge
A large light toned shape will be balanced by a small dark toned shape (as the darker the shape the heavier it appears to be)

19. Not Using Balance Creatively

20. Using Balance

21. Principles of Design: Gradation
Gradation of size and direction produce linear perspective.
Gradation of colour from warm to cool and tone from dark to light produce aerial perspective.
Gradation can add interest and movement to a shape. A gradation from dark to light will cause the eye to move along a shape.

22. Gradations

23. Gradation example

24. A Pause for Gradation
Where else have you seen gradation used today to present information to you?

25. PRINCIPLES OF DESIGN: DOMINANCE
Dominance gives a layout interest, counteracting confusion and monotony
Dominance can be applied to one or more of the elements to give emphasis

26. Not Using DOMINANCE

27. Using DOMINANCE

28. Principles of Design: ALIGNMENT
Nothing should be paced on the page arbitrarily
Every element should have some visual connection with another element on the page
Creates a sophisticated look

29. Not Using ALIGNMENT

30. Using ALIGNMENT

31. Principles of design: Repetition
Repetition with variation is interesting
without variation repetition can become monotonous

32. Not Using Repetition

33. Using Repetition

34. Principles of Design: PROXIMITY
Items relating to each other should be grouped close together
Items in close proximity become one visual unit instead of several separate items
Helps organize information, reduce clutter, and give structure

35. Not Using Proximity

36. Using Proximity

37. Principles of design: contrast
Contrast is the juxtaposition of opposing elements e.g.. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical
The major contrast in a layout should be located at the center of interest
Too much contrast scattered throughout a layout can destroy unity and make a work difficult to look at.

38. Not Using Contrast

39. Using Contrast

40. Principles of Design: Unity
Unity is staying on the story, telling only one thing at a time
Unity is staying in style throughout the design
It helps provide clear and complete communication

41. A PAUSE FOR UNITY
Where else have you seen unity used today to present information to you?

42. The END