principles of design

An Introduction to thePRINCIPLES OF DESIGN © Patrick Morgan

Principles of Design Promotional Poster Business Card Promotional LiteratureVehicle Graphics Packaging Potential Projects for a newDVD Cover productand Packaging Company Logo design Web Banner Newsletter © Patrick Morgan

Principles of DesignWhat are the Principles of Design? © Patrick Morgan

Principles of Design The principles of designare rules to helpguidea designer how to arrangethe variouselements of a composition in relation to each other and the overall design.Element: Typography | Images | Shapes | Colours [ text/font/type ] © Patrick Morgan

Principles of Design The rules fall under various categoriesBalance Proportion Contrast DominanceAlignment White Space Rhythm Proximity © Patrick Morgan

Principles of DesignThey are the overarching truthsof the design professions. Help channel creative thinking [ from concept to final design ] Why use the Principles of Design? By considering, applying and understanding the various Principles of Design throughout the design process you will help ensure a more positive outcome for your designs. © Patrick Morgan

Principles of Design Balance: Balance provides stability and structure to a design. It’s the weight distributed in the design by the placement of your elements. [ The elements don’t need to be of the same size . Balance can be achieved by placing a large element on one side of your design and several small elements on the other side. ]Balance can be achieved in two ways, Symmetrical or Asymmetrical. © Patrick Morgan

Principles of Design Asymmetrical: Asymmetrical balance occurs when the weight is not evenly distributed. Symmetrical: Symmetrical balance occurs when the weight is evenly distributed. © Patrick Morgan

Principles of Design Proportion [ In the examples, notice how the relationship in the smaller elements seem to recede intoscale between one element the background while the larger elements come to the front. ] and another. © Patrick Morgan

Smaller objects appear to be in the distance © Patrick Morgan

repetition or alternation of elements. Rhythm is theRhythm Rhythm can create a sense of movement and can establish pattern and texture. © Patrick Morgan

Regular Rhythm A regular rhythm occurs when the intervals between the elements, and often the elements themselves, are similar in size or length.© Patrick Morgan

Flowing Rhythm A flowing rhythm gives a sense of movement, and is often more organic in nature.© Patrick Morgan

Principles of Design Dominance emphasis in design.Dominance relates to varying degrees of It determines the visual weight of a composition,establishes space and perspective, and often resolves where the eye goes first when looking at a design. © Patrick Morgan

[ Sub-Dominant ] [ Subordinate ] [ Dominant ] [ Subordinate ][ Subordinate ] © Patrick Morgan

Principles of DesignCentered text is often the mark of a novice designer. Learn how to align textand graphics to create more interesting and dynamic. AlignmentMixing too many alignments can have a similar effect. However, its also OKto break alignment when it serves a specific purpose such as tointentionally draw attention to a specific element on the page. © Patrick Morgan

Principles of DesignContrast Big vs. small, black vs. white. Contrast occurs when two elements are different. The greater the difference the greater the contrast. [ The key to working with contrast is to make the differences obvious. ]Contrast provides a means ofemphasizing of what is important and directing the readers eye. © Patrick Morgan

Principles of DesignKeeping like items together and creating unityby how close or far apart elements are from each other. Proximity How close together or far apart elements are placed suggests a relationship (or lack of) between otherwise disparate parts. [ Typography, Shapes, Images, Colours ] © Patrick Morgan

Principles of Design Add white space to make a pageThe art ofnothing is anotherdescription for this principle. less cramped, confusing, or overwhelming. White Space absence of text and graphics. It breaksWhite space is nothing. It is theup text and graphics. It provides visual breathing room for the eye. © Patrick Morgan

Principles of Design Finally … It is not necessary to apply every principle of design to every design composition.The objective is for you to The aim is to help and guide youlearning and understand journey into in thewhen and how to applythese principles. becoming Design Professional. © Patrick Morgan

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principles of design

by Patrick Morgan on Aug 08, 2012

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