Contents at a glance• Basic principles of design• Basic elements of design• Layout and composition• Communication
Basic principles of design• Balance• Rhythm• Proportion• Dominance• Unity
Balance• Relation of elements in composition with regards to their visual weight.• Relation to ideas of physical structure.• Mass, gravity, edge.• Symmetrical and Asymmetrical.
Balance Horizontal Symmetry
Balance Approximate Horizontal Symmetry
Rhythm• Repitition of elements with set intervals.• Create a sense of movement.• Regular, flowing and progressive rhythm.
Proportion• Relative size of different elements in terms of scale.• Also relates to balance and symmetry.• Can also be used to describe depth.
Proportion Proportion - Depth
Dominance• Can also be described as emphasis.• Distribution of weight through various elements.
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.
Unity Unity Gestalt
Basic principles of design
Basic elements of design• Color• Line• Shape• Form• Texture
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.
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.
Texture• Relates to the tactile response of touching physical objects.• Design of some software applications.• Sense of realness.
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.
Layout and composition• Grid based layout ◦◦ Based upon laying out items to align to a pre-defined grid to ensure balance, unity, and harmony.
Layout and composition
Layout and composition ◦◦ Editorial layout ◦◦ Applicable to content heavy designs
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.