10 Basic Principles And Elements of Graphic Design


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10 Basic Principles And Elements of Graphic Design

  1. 1. DMA103: Fundamentals of Digital DesignPrinciples & Elements of Design
  2. 2. Defining “Elements of Design” The elements of design are the basic components used as part of any composition. They are the objects to be arranged, the constituent parts used to create the composition itself. The building blocks of design Source: http://www.digital-web.com/articles/elements_of_design/
  3. 3. 2 Design Elements Color Typography Source:http://www.digital-web.com/articles/elements_of_design/
  4. 4. Other Design Elements Line ShapeTexture Source:http://www.digital-web.com/articles/elements_of_design/
  5. 5. Defining “Principles of Design” Principles of design are the laws of designing anything. It relates to how the elements are used. To have a good design, you should consider these principles for the best design possible. Source: http://www.jiskha.com/art/visual_arts/ped.html
  6. 6. 8 Design PrinciplesContrast BalanceRepetition HierarchyAlignment Focal Point (Emphasis)Proximity Economy (Minimalist) Source: http://www.jiskha.com/art/visual_arts/ped.html
  7. 7. Contrast • Contrast occurs when two elements Poor are different.Contrast • The greater the difference the greater the contrast. Better • The key to working with contrast is to make sure the differences are obvious.Contrast • Four common methods of creating contrast are by using differences in size, value, color, and type. Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  8. 8. Repetition• Repetition occurs when one or a few visualelements are repeated a number times or withgreat or total consistency.• Repeating visual elements such as line, color,shape, texture, value or image tends to unify thetotal effect of a work of art as well as createrhythm.• Repetition can take the form of an exactduplication (pattern), a near duplication, orduplication with variety. Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  9. 9. Alignment• Alignment refers to the positioning of visualelements relative to one another so that theiredges or axes line up. Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  10. 10. Proximity• Proximity refers to elements near each other,in spatial proximity, are perceived as belongingtogether. Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  11. 11. Balance• Balance refers to a feeling of visualequality in shape, form, value, color, etc. • Balance can be symmetrical or evenlybalanced, asymmetrical and un-evenlybalanced, or radial emanating from acentral point. • Objects, values, colors, textures, shapes,forms, etc., can be used in creating a balancein a composition. Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  12. 12. Hierarchy• The arrangement of visual elements according to importance • The designer determines which graphic elements the viewer willsee first, second, third, and so on.• Sometimes referred to as Visual Dominance• Can be achieved through isolation, placement, scale, contrast Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  13. 13. Economy•The Principle of Economy is the idea that you useas much as you need to communicate the message.• It only contains the essentials.• Ask yourself: • Is each element used to its maximum potential and impact by not over-using it? • If I remove this object, element or item, will it make the message clearer? • If I remove this object, element or item, will it make the design stronger? Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  14. 14. Focal Point• The (center of interest) is an area that firstattracts attention in a composition.• This area is more important when compared tothe other objects or elements in a composition. • This can be by contrast of values, more colors,and placement in the format• Says, “See me FIRST!”• Also referred to as Visual Emphasis Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  15. 15. Color• Color is the response of the eye to differingwavelengths of radiation within the visible spectrum.• Color can create a focal point & often usedsymbolically.• Color can have cultural and emotional associations.• Color can be associated with a brand and be chosen toexpress a brand’s personality• Color selection should enhance the readability of type.• A color should always be selected in relation to theother colors in the piece. Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  16. 16. Typography• Typography is the art of arranging typefaces, selectingstyle, line spacing, layout and design as a means ofsolidifying language. Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
  17. 17. Principles & Elements of Design • Contrast • Hierarchy • Repetition • Focal Point • Alignment • Economy • Proximity • Color • Balance • Typography Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm