Design Fundamentals

1. Design Fundamentals V104.01

2. The Aspects of Design • Problem solving is the understanding of what is needed to solve a problem, which includes design, making choices and revisions. • Visual Communication is the art of seeing by using pictures and words to convey information about different ideas and concepts. • Function and information refer to the purpose and value of design as well as the message conveyed with respect to a selected audience.

3. The Principles of Design • Balance is the optical illusion of equal spacing of objects. • Formal balance is symmetrical. When elements on a page can be centered and/or evenly divided both horizontally and vertically it has symmetry. Symmetrical balance is generally for more formal, orderly layouts. These layouts often convey a sense of tranquility, familiarity, elegance or serious thought.

4. The Principles of Design • Informal balance is asymmetrical. It involves placement of elements in a manner that allows elements of varying visual weight to balance one another around an imaginary point. For example, it is possible to balance a heavy weight with a cluster of lighter weights on equal sides of the imaginary line.

5. Informal balance

6. The Principles of Design • Rhythm is a reoccurring movement or pattern, which can produce a feeling of motion in the design. Size, shape, color, spacing, angles and texture of the materials are all factors in placing rhythm in a design and can help lead the eye in some direction. Different types of rhythm will produce different effects in the design. • Repetition: repeating similar elements in a consistent manner. • Variation: change in form, size or location.

7. Examples of Rhythm

8. Rhythm • Repetition (repeating similar elements in a consistent manner). • Variation (change in form, size or location).

9. The Principles of Design • Proportion is the relative size of one object in comparison to another. The human body is a considered an ideal proportion based on the size relationships between the body and the head. A caricature is funny because the head is out of proportion.

10. Proportion

11. The Methods of Design • Emphasis is the method used to draw attention to a part of the design by making it the focal point or the main idea. There are common techniques that are used to add emphasis in a design: • Use contrasting elements, (big, small, thick, thin, negative, positive). • Use color for the most important element. • Reverse an element out of the background.

12. Examples of Emphasis

13. Emphasis Contrast achieves emphasis by setting the point of emphasis apart from the rest of its background. The use of a neutral background isolates the point of emphasis.

14. Emphasis Contrast of color, texture, or shape will call attention to a specific point.

15. The Methods of Design • Unity is the completeness and harmony of a design. Unity is achieved when all the elements belong together. Several methods of organization are used to produce unity in the design: • Grouping • Using a grid (subdivision of space) • Repetition – means repeating certain elements throughout the entire design. Using repetition can pull the design together (using a theme of squares then using different sizes and shapes of squares and rectangles). Example: using a repeated background on a PowerPoint presentation.

16. The Methods of Design

17. Unity The design shows unity with similar muted colors and dress styles.

18. The Elements of Design • Line has length, position and direction and is either visible or invisible. A line (curve) is basically any distance between two points. Lines can take on a variety of shapes and functions: • Connectors and separators • Outlines • Graphs and grids • Symbolism

19. Examples of Lines

20. Line in Design

21. The Elements of Design • Shape is any form that occupies and defines negative and positive space. Shape is anything that has width, shape or depth. There are three types of shapes: • Geometric (triangles, squares, circles) • Natural (animals, plants, human) • Abstract (simplified versions of natural shapes)

22. Examples of Shapes

23. Shape • Geometric (triangles, squares, circles)

24. Shape • Natural (animals, plants, human)

25. Shape • Abstract (simplified versions of natural shapes)

26. The Elements of Design • Color is the hue of pigment or light and is produced by the subtraction or addition of primary and secondary colors produced from light. Color is the primary tool for symbolism in communication. There are different uses of color: • Attract the eye • Produce visual stimuli • Organization. • Provoke emotional response

27. Color

28. Color • The visible spectrum is only one small part of the electromagnetic spectrum.

29. Color • Our eyes have cells, contained on the retina, that chemically respond to different wavelengths of visible light, namely red, green, and blue.

30. Examples of Color

31. The Elements of Design • Texture is the look or feel or any object or surface. The appearance is either visual (illusionary) or tactile (physical to touch). Patterns are good examples of visual texture.

32. Elements of Design- Texture

33. The Elements of Design • Space is the negative or positive area that an object or objects occupy in an area. Using simple principles can control the relative position of every element: • White space • Overlapping elements • Value

34. Examples of Space Usage

35. White Space Tips Don't Trap White SpaceDon't trap white space between two design elements. This interrupts the flow of the design. Increase font size graphic size, or reposition elements to avoid

36. White Space Tips Keep Text Cells SmallDon’t have text stretch across the entire length of the design. Avoid RiversRivers appear if type is justified. A river is word spaces that appear near each other on subsequent lines of text. Edit the text instead of changing the word spacing. Rivers may also be a symptom that line length is too long or short.

37. White Space GOOD: The Tennis Group business card below makes good use of white space. BAD: Card is too busy, has trapped white space between the information on the left and the logo. Your eye doesn't really know where to look first.

38. The Elements of Design • Size is how big or small objects are in relation to the space they occupy. The primary roles size plays in design: • Function (the age of the audience – older people would need type set larger to aid help in reading) • Attractiveness (add interest by cropping or scaling the elements) • Organization (make the important element the largest and the least important the smallest)

39. Examples of Size Usage