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The Principles of Design

The Principles of Design. First off, What are the elements?. Color • Line • Shape • Direction • Size • Texture • Value. The Principles of Design are basically HOW we use the Elements. The Principles of Design….

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The Principles of Design

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  1. The Principles of Design

  2. First off, What are the elements? Color • Line • Shape • Direction • Size • Texture • Value

  3. The Principles of Designare basically HOW we use the Elements

  4. The Principles of Design… • How you apply the POD determines how effective your design is in conveying your desired message & how attractive it appears. • There are usually multiple ways to apply each principle.

  5. A review of the 6 principles • Balance • Proximity / Unity / Harmony • Alignment • Repetition / Consistancy • Dominance / Emphasis • Contrast / Scale / Proportion

  6. Balance • Visual Balance comes from arranging elements on the page so that no one section is heavier than the other.

  7. Two principles of Balance • Symmetrical • Asymmetrical

  8. Symmetrical Balance • When a design can be centered or evenly divided both vertically and horizontally it has the most complete symmetry possible.

  9. Asymmetrical Balance • typically off-center or created with an odd or mismatched number of different elements. •A designer may intentionally throw elements out of balance to create tension or a certain mood. You can have an interesting design without perfect symmetry.

  10. Proximity / Unity / Harmony In design proximity creates a bond between elements on a page.

  11. Continued… • How close or far elements are place suggest the relationship (or lack thereof)

  12. Alignment • Order out of Chaos • How you align type and graphics on a page in relation to each other can … • create order • organize page elements • create visual connections • Bring excitement to a stale design

  13. Repetition / Consistency • Repeating design elements and consistent use of type and graphics styles within a document helps a viewer navigate through your design. • Repetition with variation is interesting… without variation, monotonous

  14. Dominance / Emphasis • Gives a composition interest, counteracting confusion and monotony.

  15. Contrast / Proportion / Scale • The juxtaposition(close placement) of opposing elements. • Contrast in tone or value - light / dark • Contrast in direction - horizontal / vertical • Contrast in size - big / small • Contrast in color (wheel) - blue / orange • Too much contrast can destroy unity, so carefully consider where to place your contrast

  16. Example of poor layout

  17. Example of a Redesigned Layout

  18. How did using the POD improve our layout? • Balance • Proximity • Alignment • Repetition • Dominance • Contrast

  19. Your Turn…

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