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Designfundamentals forweb-trani-2010
 

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    Designfundamentals forweb-trani-2010 Designfundamentals forweb-trani-2010 Presentation Transcript

    • Paul Trani ptrani@adobe.com www.paultrani.com @paultrani DESIGN FUNDAMENTALS for Developers The
fundamentals
of
graphic
design
for
screens

    • • Adobe Flash Platform Evangelist • Lynda.com and Layers Magazine author • Adobe Certified Instructor • Art school graduate Work Love Ride Play PAUL TRANI
    • “There are only 10 kinds of people in the world. Those that know binary and those that don't.”
    • “5 out of 4 designers have a problem with fractions.”
    • AGENDA •  Understand the fundamentals of graphic design for screens
    • WHY SHOULD I CARE? •  Understanding design will help you be a better developer •  Developers with design skills are in demand
    • DO’S AND DON’TS Design Don’ts •  http://bouncebargainrentals.com •  http://www.html5zombo.com Inspiration •  http://www.designmeltdown.com •  http://www.mobileawesomeness.com •  http://www.thefwa.com •  http://patterntap.com •  http://quince.infragistics.com •  http://www.designupdate.com
    • PLANNING First, define what you’re trying to do.
    • PLANNING First, define what you’re trying to do. bEtsy, we want to sell you stuff you don’t need.
    • PLANNING Next, determine your audience.
    • PLANNING Next, determine your audience. Men and women between 18-35. Unique individuals that crave attention and have money to burn.
    • PLANNING The audience determines what needs to be created.
    • PLANNING The audience determines what needs to be created. Audience has a laptop and a mobile phone.
    • TWO RULES BEFORE DESIGNING
    • RULE 1 Don’t use design programs.
    • RULE 2 It’s all about leading the eye.
    • RULE 3 There are no hard and fast rules.
    • DESIGN FUNDAMENTALS Layout Grid, Golden Ratio, Space, Balance, Variety, Hierarchy, Direction Typography Serif
vs.
Sans Color Color Wheel, Color Choices, Meaning
    • DESIGN FUNDAMENTALS Typography Serif
vs.
Sans Color Color Wheel, Color Choices, Meaning
    • GRIDStart with a
    • RULE OF THIRDS •  Dividing a page into 3 rows and 3 columns •  The eye naturally follows this “F” shape
    • Layout Design AIR App: www.paultrani.com
    • MOBILE = ONE COLUMN
    • BETSY
    • GOLDEN RATIO The
    • THE GOLDEN RATIO •  Proportion defined as 1.618 •  Found in nature, art and architecture 1.618
 1

    • Fibonacci
Numbers

    • THE GOLDEN RATIO IN LAYOUT •  Overall Width / 1.618 = Content Block •  Overall Width – Content Block = Sidebar Block Overall
Width
 Content
Block
 1.618
 Sidebar
Block
 1

    • BETSY
    • ELEMENTS OF A GOOD LAYOUT
    • SPACE Implies importance, elegance, and professionalism.
    • SPACE •  Don’t try to be great, try to be invisible “Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away” Antoine de Saint-Exupery
    • SPACE WalMart Target
    • h"p://www.kennethcole.com


    • BETSY
    • BALANCE gives a clear, unified message.
    • SYMMETRICAL BALANCE Salvador
Dali
–
The
Last
Supper

    • h"p://www.cnn.com


    • h"p://www.mobilewebbook.com


    • h"p://www.bbc.co.uk


    • h"p://www.hbo.com


    • BETSY
    • Variety Variety Variety VARIETY VARIETY VarietyVARIETYVariety variety variety variety variety variety Variety
    • VARIETY •  Gives visual and conceptual interest •  Too much and the design will appear amateurish •  Too little and the design will appear boring “Variety is the spice of life.”
    • Joan
Miro
–
Blue
II

(surrealism)

    • h"p://www.webdesignerwall.com


    • h"p://www.hawkart.com


    • BETSY
    • HIERARCHY A well designed project has
    • HEIRARCHY •  A clear starting point that guides the viewer through the design •  Separate the most important element •  Group the less important elements “Heirarchy does not refer to upper management.”
    • h"p://www.semisture.com


    • BETSY
    • DESIGN FUNDAMENTALS Layout Grid, Golden Ratio, Space, Balance, Variety, Hierarchy, Direction Serif
vs.
Sans Color Color Wheel, Color Choices, Meaning Typography

    • •  Choose a font that fits the subject •  Don’t use more than three •  @font-face TYPOGRAPHY “Typography has one plain duty before it and that’s to convey information in writing.” Emil Ruder, Founder of Basel School of Design
    • •  Two main types: – Serif fonts have short finishing lines on strokes – Sans-serif lack Serifs and and are considered modern as a result. CHOOSING A FONT
    • Contrast Size Hierarchy MAKE IT LEGIBLE
    • FONT STRUCTURE •  There are different type classifications, •  Understand type anatomy •  Understand type measurements. •  Use the Font Picker.
    • h"p://www.wesEn.com


    • h"p://www.toysrus.com


    • BETSY
    • DESIGN FUNDAMENTALS Layout Grid, Golden Ratio, Space, Balance, Variety, Hierarchy, Direction Typography Serif
vs.
Sans Color Color Wheel, Color Choices, Meaning
    • COLOR •  Use color to create hierarchy, dominance, and balance. •  Consistent use of a few colors makes a more cohesive design. “Use color to emphasize importance, not decorate a page.” Alexander White
    • COLOR •  The Color Wheel •  Warm colors bring elements forward. •  Cool colors move elements back. •  Kuler
    • Dong
Kingman

    • IN ACTION
    • Paul Trani ptrani@adobe.com www.paultrani.com @paultrani THANK YOU h@p://www.designmeltdown.com
 h@p://www.mobileawesomeness.com
 h@p://pa@erntap.com

 h@p://quince.infragisEcs.com
 h@p://www.designupdate.com