Design Principles Power Point 2011


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  • USA Today looks busy, lively and colorful. Stories are short; only one jumps. Audience: TV generation used to graphic stimulation; short attention spans.
  • USA in the ’90s. Even more variety of colors, graphs, etc. Toned down in more recent years.
  • The Wall Street Journal projects an image of seriousness, solidness and sophistication. The look seems to say: The information we present is important; we don’t have to lure people with splashy color. Longer stories; long, gray or muted columns of text reflects traditional sensibility. The paper did a redesign a couple of years ago and now has photos and more color. Audience: Business people throughout the world and other sophisticates. (GREAT writing).
  • Clever and creative idea for story on buying food on the Internet. But does it serve the content well? Type is small; screen makes it more difficult to read the small type.
  • Surprise readers sometimes. Seven-column photo unusual and attention-grabbing. Is the content worth it in this case – does the design serve the content well?
  • The Boston Globe also uses contrast within a familiar pattern to add visual interest. Bastard measure, initial cap, and larger text and leading surround one story they’ve made special.
  • Do your eyes dart from one image to the other when they first land on the page? The images are competing with each other for the reader’s attention. Is that a reader-friendly design?
  • Look at the BALANCE in this page. Are the graphic items balanced around the page? Color is deep and used only at the top; no graphic elements in middle of page. (I added the blue rule at bottom to illustrate how that might help balance the page. What else do you notice?
  • Balancing art is a universal principle.
  • English-language Chinese newspaper.
  • Too much contrast in this old issue of the Los Angeles Sentinel. What about the balance? Do you like the perfect symmetry?
  • Dramatic effect of photo. Does it work? What about the placement of the logo? Look at what’s supporting it? Does this design interfere with the content of the headline?
  • Harmony and rhythm are achieved by a repetition of elements, which give a feeling of consistency or equilibrium to a page. Here you see a few repeated elements, such a little black blocks, touches of burgundy. What other of the design principles and elements we talked about do you see on this page?
  • Note the repetition of elements
  • Note the repetition of elements.
  • Look closely at the typefaces used here. Instead of choosing one or two type styles, too many are used, giving the page a thrown-together feel.
  • Type is an important design element, as you saw in the previous slide. Here the type IS the dominant visual element.
  • Here also you see type used as a prominent design element. Also note how the type itself reflects the idea of the word.
  • Design Principles Power Point 2011

    1. 1. <ul><li>Design Bestows a Personality </li></ul>
    2. 5. Design bestows a personality Design must serve content
    3. 7.
    4. 10. Each page should have a dominant visual element <ul><li>Design bestows a personality </li></ul><ul><li>Design must serve content </li></ul>
    5. 13.
    6. 14.
    7. 17. <ul><li>are achieved by a repetition of elements, Harmony and rhythm, </li></ul><ul><li>through repetition of elements </li></ul><ul><li>evoke consistency or equilibrium </li></ul><ul><li>• Each page should have a dominant visual element </li></ul><ul><li>• Design bestows a personality </li></ul><ul><li>• Design must serve content </li></ul>
    8. 26. <ul><li>Design Principles </li></ul><ul><li>Dominant Visual Element </li></ul><ul><li>Balance and proportion </li></ul><ul><li>Harmony or rhythm </li></ul><ul><li>Contrast – gives visual emphasis </li></ul><ul><li>White space – properly used </li></ul><ul><li>Typography – creatively used as a graphic element </li></ul>