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.
• 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
• 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?•
Form and ShapeThe shape, outline, or configuration of anything. Examples •Squares •Ovals •Circles •Rectangles •Ellipses •Triangles
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
• 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
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.
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
Visual Design PrinciplesThere are five principles that encompassan interesting design.• Balance• Rhythm• Emphasis• Proportion and scale• Unity
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
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 •Gradated rhythm
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 gradually with each repetition.
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.
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.
Unity• Unity is applying consistent use of lines, color, and texture within a design.• To be harmonious.