Hasso Plattner Institute of Design   VISUAL DESIGN PRINCIPLES.
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignAn empty page has infinite possibilities.Your first step is to de...
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignCONTRAST.Visual design is all about contrast. Differences breed ...
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignUSE TREATMENT TO CONVEY MEANING (&EMOTION).Everything on the pa...
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignCLARIFY TO AMPLIFY.“Less is more.” - Mies Van Der RoheThe more ...
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignADD AN ANALOGY.Analogies are doubly beneficial. A good analogy g...
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignCONSIDER THE WHOLE ABOVE THE PARTS.Individual parts are importa...
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignDESIGN WITH STRUCTURE.Why not begin with structure? Once it is ...
VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignUSE TYPE AS A VISUAL OBJECT.“Combining typefaces is like making...
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Visual Design Principles

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  1. 1. Hasso Plattner Institute of Design VISUAL DESIGN PRINCIPLES.
  2. 2. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignAn empty page has infinite possibilities.Your first step is to define constraints that will give you a startingpoint and will allow you to turn a page of endless possibility into ameaningful composition.The following seven principles are some constraints to considerwhen beginning the daunting task of tackling the bank page.
  3. 3. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignCONTRAST.Visual design is all about contrast. Differences breed drama andadd meaning and visual interest. Contrast can take several forms.Contrast is especially useful to emphasize bits and guide the eye. http://www.alistapart.com/articles/contrastandmeaning/
  4. 4. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignUSE TREATMENT TO CONVEY MEANING (&EMOTION).Everything on the page communicates something. Color, Shape,Texture, Directionality, and Repetition are all at your disposal. Usethem to be expressive. http://gdbasics.com/index.php?s=dp2
  5. 5. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignCLARIFY TO AMPLIFY.“Less is more.” - Mies Van Der RoheThe more you leave out details that don’t illuminate your main pointthe more your point will shine through. http://www.flickr.com/photos/agirlnamedtor/5112789301/
  6. 6. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignADD AN ANALOGY.Analogies are doubly beneficial. A good analogy gives you a themeto follow and helps you narrow in on what treatment and colors touse. Additionally, it provides a viewer with backstory and a set ofideas to start to make sense of what you are presenting. http://www.squidspot.com/Periodic_Table_of_Typefaces.html
  7. 7. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignCONSIDER THE WHOLE ABOVE THE PARTS.Individual parts are important in how they construct a coherent relation to each other and in how they affect the continuity of thewhole and how they inform each other. Consistency across overall composition.elements, be it in color, shape, scale, or texture is critical in readinga design as a coherent whole. Variation within these constraintsthen allows the parts to be distinguished. Consider all the parts in
  8. 8. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignDESIGN WITH STRUCTURE.Why not begin with structure? Once it is established, it is easy toviolate. Grid, for example, are a great place to start. http://thegridsystem.org
  9. 9. VISUAL DESIGN PRINCIPLES.Hasso Plattner Institute of DesignUSE TYPE AS A VISUAL OBJECT.“Combining typefaces is like making a salad. Start with a small the pungent shock of an occasional anchovy.”number of elements representing different colors, tastes, and - Ellen Lupton, Thinking with Typetextures. Strive for contrast rather than harmony, looking foremphatic differences rather than mushy transitions. Give eachingredient a role to play: sweet tomatoes, crunchy cucumbers, and http://www.thinkingwithtype.com/contents/letter/#Type_Families

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