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Principles of Visual Design

Principles of Visual Design. Spring 2004 English 569: Digital Media and English Studies. Contrast. If two items are similar but not exactly the same , make them different, very different .

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Principles of Visual Design

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  1. Principles of Visual Design Spring 2004 English 569: Digital Media and English Studies

  2. Contrast • If two items are similar but not exactly the same, make them different, very different. • Strong contrast adds visual interest to a page, attracting the reader’s eye. It can create a focal point. • Contrast helps organize information through heads, subheads, etc. • Contrast can be used in type, rules, colors, spacing, graphic size and more.

  3. TYPE face

  4. Repetition • Repeat some aspect of the design throughout the entire piece. • These may be bullets, design elements, images, colors, lines, fonts, etc. • Repetition unifies all parts of the design and creates consistency as well as visual unity. • Repetition controls the viewer’s eye. • Repetition organizes into visual units. • Repetition adds visual interest.

  5. Repetition

  6. Alignment • Nothing should be placed arbitrarily. • Every item should have a visual connection with something else on the page. • Align elements along “hard vertical edges.” • Centered alignment is formal, ordinary, and dull. • Alignment connects and unifies elements on a page.

  7. Rule of Thirds • Mentally divide the area of the picture or frame into thirds, with two vertical and two horizontal lines; • Compose your picture around the nine areasand four intersections. Source: http://www.seittipaja.fi/data/Photography_lessons/Composition/Lesson_1/_The_Rule_of_Thirds.html

  8. Positioning by intersection Source: http://www.seittipaja.fi/data/Photography_lessons/Composition/Lesson_1/_The_Rule_of_Thirds.html

  9. Positioning by line Source: http://www.seittipaja.fi/data/Photography_lessons/Composition/Lesson_1/_The_Rule_of_Thirds.html

  10. Positioning with space Source: http://www.seittipaja.fi/data/Photography_lessons/Composition/Lesson_1/_The_Rule_of_Thirds.html

  11. Proximity • Group related items together. • Elements not related should not be in close proximity. • Grouping causes items to become one visual element. • Make sure there is sufficient white space between grouped elements.

  12. Got proximity?

  13. Match the color to the message • Colors have emotions associated with them. • Red = excitement, rage passion • Green = comfort, peace • Orange = warmth, happiness, vitality, strength • Grey = classic, timeless, quality • Yellow = happy, sunny • Blue = calm, peace, restful • White = classic, refinement, purity, cleanliness • Black = power, elegance, class, expensive

  14. Choose the right font • Font is a set of letter styles that make up a typeface. • Example • Times New Roman • Times New Roman Bold • Times New Roman Italic • Arial • Courier Bold • Lucinda Calligraphy

  15. Good Design Is As Easy As 1-2-3 1. Learn the principles They’re simpler than you might think. 2. Recognize when you’re not using them. Put it into words - name the problem. 3. Apply the principles. You’ll be amazed.

  16. Good design is as easy as… 1 Learn the principles. They’re simpler than you might think. 2 Recognize when you’re not using them. Put it into words - name the problem. 3 Apply the principles. You’ll be amazed.

  17. Principles of Visual Design The best way to internalize these principles is to study what professional graphic designers do:Look at advertisements, textbooks, web pages, newspapers, all kinds of magazines, and ask yourself which design conventions are operating. Then ask yourself “Why?”“How?” and “Why?” - the practice and theory of Rhetoric

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