Principles Of Design 1


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Principles Of Design 1

  1. 1. Principles of Design Communications Technology
  2. 2. Principles of Design <ul><li>Balance </li></ul><ul><li>Rhythm </li></ul><ul><li>Proportion </li></ul><ul><li>Contrast </li></ul><ul><li>Unity </li></ul><ul><li>Variety </li></ul>
  3. 3. Balance <ul><li>All elements are placed in a way that gives an impression of steadiness. </li></ul><ul><li>There are two type of balance: 1) Formal and 2) Informal </li></ul>Design Principle 1
  4. 4. Balance - Formal <ul><li>Is achieved when a line drawn through the center of the design would create two halves that are similar to one another, or mirrors one another. </li></ul><ul><li>Formal balance gives a sense of stability. </li></ul>Design Principle 1
  5. 5. <ul><li>Is a balance of objects placed on the page that may look different but have equal weight to the eye. </li></ul><ul><li>Larger, heavier objects must be placed nearer to the center of the page and smaller, lighter objects must be placed further away from the center to maintain the balance. </li></ul>Balance - Informal Design Principle 1
  6. 6. <ul><li>It allows for a more flexible placement of message elements in the layout. </li></ul><ul><li>This will creat a feeling of excitement, energy and life in the design. </li></ul>Balance - Informal Design Principle 1
  7. 7. <ul><li>Rhythm of a design is how the placement of page items causes the reader’s eye to move across, down, and/or around the page. </li></ul><ul><li>In graphic design, rhythm occurs when a certain element is repeated. </li></ul>Rhythm Design Principle 2
  8. 8. <ul><li>It can add movement to a design. </li></ul><ul><li>Good rhythm helps the reader maintain interest in the design. </li></ul>Rhythm Design Principle 2
  9. 9. <ul><li>Has to do with the size relationship of one part to another. </li></ul><ul><li>The size of each object should be based on the importance of the object in the message to be communicated. </li></ul><ul><li>The rule is that more important items should be larger than less important. </li></ul>Proportion Design Principle 3
  10. 10. <ul><li>Also applies to the type as as to graphical objects. </li></ul><ul><li>Body text may take up most of the page, but the title lines set in a larger size will be noticed first. </li></ul>Proportion Design Principle 3
  11. 11. <ul><li>The purpose of contrast in design is to create interest in the product. </li></ul><ul><li>Interest is typically created by change in size, shape, colour, tone, typeface and direction. </li></ul><ul><li>Illustrations, photos, and type can individually be varied insize and weight to create a visual interest. </li></ul>Contrast Design Principle 4
  12. 12. <ul><li>The use of plain text, bold, italic,outline, shadow, underline and varying font point sizes adds contrast and serves to emphasize areas or words in the message. </li></ul><ul><li>Shape can be achieved by varying geometric shapes such as squares, rectangles, or triangles. </li></ul>Contrast Design Principle 4
  13. 13. <ul><li>Colour affects people in different ways. Red, yellow and orange are warm colours. Blue violet and green are cool colours associated with water. Brown and green are earthy colours. </li></ul><ul><li>Reverse Image Lettering is a very effective means of providing contrast in a printed message. </li></ul>Contrast Design Principle 4
  14. 14. <ul><li>Unity is the most important of all the principles of design. </li></ul><ul><li>Unity deals with the overall impact off all the various page items and whether the design actually does what it was intended to do </li></ul><ul><li>A design that effectively and efficiently communicates the message to the audience has good unity. </li></ul>Unity Design Principle 5
  15. 15. <ul><li>Unity is most affected by element shape, element position, and type style. Using several different type sizes and styles in a layout causes it to appear confusing and disorganized. </li></ul><ul><li>To achieve unity, the relationship of one element to another in placement must be considered. </li></ul><ul><li>Each graphic and text needs to be placed on the page in a pleasing relationship with one another. </li></ul>Unity Design Principle 5
  16. 16. <ul><li>Variety is difference. </li></ul><ul><li>Variety in graphic design may add interest and excitement. </li></ul><ul><li>Good variety should be simple yet creative, too much variety can be too chaotic. </li></ul><ul><li>The design should be appropriate to the subject matter of the printed piece. </li></ul>Variety Design Principle 6
  17. 17. <ul><li>What age group affects the amount of variety you may use. </li></ul><ul><li>The younger the audience, the more variety you choose to use while and older more mature audience may appreciate a more traditional look or approach. </li></ul>Variety Design Principle 6
  18. 18. <ul><li>Whatever design principle you may use in your production, GOOD PLANNING is necessary to avoid last minute problems. </li></ul><ul><li>It is the designer’s responsibility to see that the publication is produced in an acceptable manner. </li></ul><ul><li>The placement, size, shade, and style of the objects are designed to get one’s attention, draw you into the content, keep your attention, and deliver the message. </li></ul>Conclusion Conclusion
  19. 19. <ul><li>Good design is often the result of trial and error. </li></ul><ul><li>Utilizing the concepts behind the principles of design will result in a great piece of graphic art. </li></ul>Conclusion Conclusion
  20. 20. <ul><li>Consider the audience </li></ul><ul><li>Be consistent </li></ul><ul><li>Keep it simple </li></ul><ul><li>Avoid static balance </li></ul><ul><li>Establish a dominant element </li></ul><ul><li>Use images and symbols to enhance the message </li></ul><ul><li>Utilize white space </li></ul>Guidelines Guidelines for Good Design The basic guidelines for GOOD DESIGN are:
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  36. 36. END END THANK YOU!