CHAPTER 2Visual Design
Visual Design Elements•Line         •Space•Color        •Texture•Typography   •Value•Form/Shape
LineTypes  •Vertical- Represents dignity, formality, stability and  strength.  •Horizontal- Represents calm, peace and rel...
Vertical Lines
Horizontal Lines
Diagonal Lines
Curved Lines
Color             Color has an immediate         and profound effect on a design.Types  •Warm Colors        •Reds, oranges...
Color
• Keep it simple     • Limit number of fonts per page and per site     • Use the same fonts consistently throughout the si...
• Font Moods• What mood does this font evoke for you?    • What about this one? Is it formal? Casual?    • Would this font...
Form and ShapeThe shape, outline, or configuration of anything.        Examples           •Squares      •Ovals           •...
Form and Shape
Space     By incorporating the use of space in your design, you can enlarge or reduce              the visual space.Types ...
• Positive and negative space refers to the juxtaposition of  figure and ground in a composition. The objects in the  envi...
Texture The surface look or feel of something.Types  •Smooth surface        •Reflects more light and, therefore, is a more...
Smooth Texture
Rough Texture
ValueThe relative lightness or darkness of a color.Methods   •Shade      Degree of darkness of a color   •Tint      A pale...
Visual Design PrinciplesThere are five principles that encompassan interesting design.• Balance• Rhythm• Emphasis• Proport...
BalanceParts of the design are equally distributed to create a senseof stability.There can be physical as well as visual b...
Balance    Asymmetrical or Informal BalanceParts of the design are not identical but are           equal in visual weight.
Balance    Radial BalanceDesign Elements radiateoutward from the center.
Balance         Vertical BalanceThe top and bottom parts are equal.
BalanceHorizontal BalanceThe left and right parts are equal.
Repeated use of line, shape, color, texture or pattern.Types   •Regular rhythm   •Graduated rhythm   •Random rhythm   •Gra...
Rhythm           Graduated RhythmThe beats of the element become closer or       further apart as they move.
Rhythm         Random RhythmThe beats of the element are random    or are at irregular intervals.
Rhythm   Gradated RhythmThe repeated element is    identical with the exception of one detailincreasing or decreasing   gr...
Emphasis•Points of attention in adesign.•The feature in a design thatattracts one’s eye.•The focal point.•Emphasis can be ...
Proportion and Scale•Comparative relationshipsbetween elements in adesign with respect to size.•3:5 ratio is known as theG...
Unity• Unity is applying consistent use of lines, color, and  texture within a design.• To be harmonious.
Unity
Mmd 2093 ch2
Mmd 2093 ch2
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Mmd 2093 ch2

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Mmd 2093 ch2

  1. 1. CHAPTER 2Visual Design
  2. 2. Visual Design Elements•Line •Space•Color •Texture•Typography •Value•Form/Shape
  3. 3. LineTypes •Vertical- Represents dignity, formality, stability and strength. •Horizontal- Represents calm, peace and relaxation. •Diagonal- Represents action, activity, excitement and movement. •Curved- Represents freedom, the natural, having the appearance of softness and creates a soothing feeling or mood.
  4. 4. Vertical Lines
  5. 5. Horizontal Lines
  6. 6. Diagonal Lines
  7. 7. Curved Lines
  8. 8. Color Color has an immediate and profound effect on a design.Types •Warm Colors •Reds, oranges, yellows •Cool Colors •Blues, purples, greens •Colors can affect how humans feel and act.
  9. 9. Color
  10. 10. • Keep it simple • Limit number of fonts per page and per site • Use the same fonts consistently throughout the site• Make good font choices • Sans serif vs. serif • Commonly installed fonts • Mood• Readability• USE CAPITALIZATION SPARINGLY
  11. 11. • Font Moods• What mood does this font evoke for you? • What about this one? Is it formal? Casual? • Would this font give your page a professional look? Why or why not? •What assumptions about the content• Would you make from this font?•
  12. 12. Form and ShapeThe shape, outline, or configuration of anything. Examples •Squares •Ovals •Circles •Rectangles •Ellipses •Triangles
  13. 13. Form and Shape
  14. 14. Space By incorporating the use of space in your design, you can enlarge or reduce the visual space.Types •Open, uncluttered spaces •Cramped, busy •Unused vs. good use of space
  15. 15. • Positive and negative space refers to the juxtaposition of figure and ground in a composition. The objects in the environment represent the positive space, and the environment itself is the negative space.• white space is often referred to as negative space
  16. 16. Texture The surface look or feel of something.Types •Smooth surface •Reflects more light and, therefore, is a more intense color. •Rough surface •Absorbs more light and, therefore, appears darker.
  17. 17. Smooth Texture
  18. 18. Rough Texture
  19. 19. ValueThe relative lightness or darkness of a color.Methods •Shade Degree of darkness of a color •Tint A pale or faint variation of a color
  20. 20. Visual Design PrinciplesThere are five principles that encompassan interesting design.• Balance• Rhythm• Emphasis• Proportion and scale• Unity
  21. 21. BalanceParts of the design are equally distributed to create a senseof stability.There can be physical as well as visual balance.Types •Symmetrical or Formal Balance •Asymmetrical or Informal Balance •Radial Balance •Vertical Balance •Horizontal Balance
  22. 22. Balance Asymmetrical or Informal BalanceParts of the design are not identical but are equal in visual weight.
  23. 23. Balance Radial BalanceDesign Elements radiateoutward from the center.
  24. 24. Balance Vertical BalanceThe top and bottom parts are equal.
  25. 25. BalanceHorizontal BalanceThe left and right parts are equal.
  26. 26. Repeated use of line, shape, color, texture or pattern.Types •Regular rhythm •Graduated rhythm •Random rhythm •Gradated rhythm
  27. 27. Rhythm Graduated RhythmThe beats of the element become closer or further apart as they move.
  28. 28. Rhythm Random RhythmThe beats of the element are random or are at irregular intervals.
  29. 29. Rhythm Gradated RhythmThe repeated element is identical with the exception of one detailincreasing or decreasing gradually with each repetition.
  30. 30. Emphasis•Points of attention in adesign.•The feature in a design thatattracts one’s eye.•The focal point.•Emphasis can be achievedthrough size, placement,color and use of lines.•The most personal aspectof a design.
  31. 31. Proportion and Scale•Comparative relationshipsbetween elements in adesign with respect to size.•3:5 ratio is known as theGolden Mean.•Scale •The proportions or size of one part of the image in relationship to the other.
  32. 32. Unity• Unity is applying consistent use of lines, color, and texture within a design.• To be harmonious.
  33. 33. Unity

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