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Design principles
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Design principles


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  • 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.