1. d e sign pr in cipleswh at yo u ne e d to kno w
2. Contents at a glance• Basic principles of design• Basic elements of design• Layout and composition• Communication
3. Basic principles of design• Balance• Rhythm• Proportion• Dominance• Unity
4. Balance• Relation of elements in composition with regards to their visual weight.• Relation to ideas of physical structure.• Mass, gravity, edge.• Symmetrical and Asymmetrical.
5. Balance Horizontal Symmetry
6. Balance Approximate Horizontal Symmetry
7. Balance Asymmetry
8. Rhythm• Repitition of elements with set intervals.• Create a sense of movement.• Regular, flowing and progressive rhythm.
9. Rhythm Regular
10. Rhythm Flowing
11. Rhythm Progressive
12. Proportion• Relative size of different elements in terms of scale.• Also relates to balance and symmetry.• Can also be used to describe depth.
13. Proportion Proportion
14. Proportion Proportion - Depth
15. Dominance• Can also be described as emphasis.• Distribution of weight through various elements.
16. Dominance Dominance
17. Dominance Dominance
18. Unity• Relation between elements of a design and the compostition as a whole.• Tie it together to show wholeness.• Break it apart to show variety.• Principles based on Gestalt theory of how our mind organizes visual information.
19. Unity Unity Gestalt
20. Basic principles of design
21. Basic elements of design• Color• Line• Shape• Form• Texture
22. Color and Line• Color ◦◦ Meaning in different contexts and cultures. ◦◦ Red = Love OR Red = Danger/Warning ◦◦ Statistical preferences according to how the eye works.• Line ◦◦ Direction, purpose, intent. ◦◦ Lead gaze or obstruct gaze.
23. Shape and Form• Shape ◦◦ The two dimensional shape of an object. ◦◦ Recognition of objects and weight.• Form ◦◦ Three dimensional shape of an object. ◦◦ Shows volume and depth. ◦◦ Relation to real world - like in greyscale.
24. Texture• Relates to the tactile response of touching physical objects.• Design of some software applications.• Sense of realness.
25. Layout and composition• Rule of thirds ◦◦ If dividing a frame into thirds horizontally and vertically. ◦◦ The focus should be place on one of the intersections of those lines. ◦◦ The focus element should be differentiated from the background by contrast in either colour, shape, or form. ◦◦ There should be elements leading the gaze into that position.
26. Layout and composition• Grid based layout ◦◦ Based upon laying out items to align to a pre-defined grid to ensure balance, unity, and harmony.
27. Layout and composition
28. Layout and composition ◦◦ Editorial layout ◦◦ Applicable to content heavy designs
29. Communication• Typography ◦◦ Legibility vs Readability ◦◦ Design elements at the root. ◦◦ What are you saying?• Separation of concern ◦◦ What is the job? ◦◦ Keep elements grouped logically in consumable “chunks”. ◦◦ Focus on the purpose in choosing content.