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
<ul><li>Design Bestows a Personality </li></ul>
Design bestows a personality Design must serve content
<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>
<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>