The document discusses key design principles including contrast, direction, balance, rhythm and repetition. It notes that when used together, these principles result in an organized and visually compelling design that effectively conveys information. It then provides additional considerations for effective design such as using space well, alignment of elements, organization of information, rhythm and repetition, target audiences, imagery, color, and fonts. The document stresses that fonts, colors and imagery can strongly impact a design's message and should be chosen carefully.

2. The Elements of Design
How Do These Elements Relate to Graphic Design?
Contrast: The designer arranges information
In a way that separates levels of importance based
on scale and weight.
Direction: Flow of information leads viewer s eye
through the layout in a calculated manner.
Balance: Use of positive and negative space.
Designer leaves a good amount of visual
breathing room and information is not crowded
onto the page.
Rhythm and Repetition: Repeated design elements
throughout the composition, such as rectangular
and circular shapes as well as similar fonts.
When used together, the principles of design
result in a well organized and visually compelling
design that effectively conveys information to
an audience.

3. Design Principles
Things to Consider
Use of Space: How does space flow
throughout the design?
Is white space well utilized, preventing
overcrowding of information?

4. Design Principles
Things to Consider
Alignment: Are all elements within the layout
arranged in a way that relates to other
elements in the layout?
Are items arranged in a unified and
well-organized manner?
Are text boxes and photos consistently
aligned throughout the design?

5. Design Principles
Things to Consider
Organization of Information: How are items
grouped together?
Is the information presented in a logical
and well thought out way?
Are important items emphasized?

6. Design Principles
Things to Consider
Rhythm and Repetition: The repeated use
of similar elements throughout a design,
leading to a feeling of design harmony.
Examples can include use of similar shapes,
fonts, colors, fonts, to establish a visual identity.
Text: Are the fonts well selected, and do they
help support the overall image?
Are fonts used sparingly (2-3 maximum).
Are the type sizes legible and are the colors
readable without straining the eye?

7. Design Principles
Things to Consider
Images: Are images unified in theme and do they work
well together?
Do the images compliment or compete with the text?
Are they well placed or crowded onto the page?
Do the colors work well with one another and the rest of
the page elements?

8. Design Principles
Other Considerations
Target Audience: Look at the design and try to think
like the audience it is attempting to target.
Does the piece employ images, colors and words
that appeal to the target audience?
Does the message make sense?
Imagery: The image should be clear and crisp.
The colors in the photo should relate to the rest of
the piece and overall message.
It should be original and look professional.

9. Design Principles
Other Considerations
Color: Color is a very important design element. Color can evoke moods or emotional states
in an audience. Color can create a feeling of richness or shabbiness; conservative or creative.

10. Design Principles
Other Considerations
Image Source: http://www.food2.com
Color: Color has a strong psychological impact on us as well.
Audiences can be drawn to or repulsed by the use of color in design.

11. Design Principles
Other Considerations
Color: What are the connotations associated
with the colors in your design?
Do these associations enhance or undermine
the message?
Are the colors harmonious? If the design uses
multiple colors do they work well together or clash?

12. Design Principles
Other Considerations
Fonts: The shape and appearance of a word can say as much as the word itself can.

13. Design Principles
Other Considerations
A good rule of thumb is to use no more than
2–3 fonts in any design.
More than that can cause a disorganized
and chaotic look.
An example of how this can work is to use
one font for a header and another for the main
body of text. A third could be used as a
subheader, or to call attention to special areas
of interest such as quotes.
Choose fonts that support your message.
For example, don t use a font like Comic Sans
for a financial institution s annual report.

14. Design Principles
Summary
Fonts, colors and imagery can make or break your design s message.
Choose wisely!