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Design
Fundamentals II
Nana K. Duah
Monday 19th February 2018
Recap
4Basic Principles
1. Contrast
2. Repetition
3. Alignment
4. Proximity
PARC
Proximity
The basic
purpose of
proximity is to
organise
Squint your eyes
Avoid too many elements
Avoid confusion
Create relationships
Alignment
Nothing should be placed arbitrarily
The basic
purpose of
alignment is
to unify Be conscious of where you
place your elements
Always find something else
on the page to align with
Avoid using more than one
alignment
Break away from centred
alignment
Repetition
Repeat some aspect of the design
throughout the entire piece
Consistency
The basic
purpose of
repetition is
to add visual
interest Avoid repeating an
element so much that it
becomes annoying
Be conscious of the value
of contrast
Contrast
This is created when two
elements are different
Boldness
The basic purpose
of contrast is to
create interest and
to organise Create contrast through
your typefaces, line
thickness, colours, shapes…
Be bold! If you’re going to
contrast, do it with strength
Avoid using 2 or more
typefaces that are similar
Process
Where do you begin when you want
to design something?
Start with the focal point
Group your information
(Proximity & Alignment)
Create Repetition
Use strong Contrasts
ELDORADO
RANCH
CODY
Tombstone Texas
BULL Bull Riding Camp
HOME OF:
WORLD CHAMPION
White Space
Is Not Your Enemy
Nana K. Duah
Monday 19th February 2016
Effective design does four things:
1. It captures attention
2. Controls eye movement
3. Conveys information and
4. Evokes emotion
All design uses three building blocks:
Visuals,
Type and
Negative space.
Graphic design
is planned.
Designers plan their projects in detail
on paper before ever sitting down at
the computer.
“White space is nice.”
Amateurs tend to pack every nook
and cranny of space with visuals
and type.
Don’t break the
rules of design
out of ignorance.
2. Warped Photos
Keep photographs
proportionate.
3. Naked Photos
Use hairline rules to
border photos that
have ambiguous
edges.
4. Bulky Borders &
Boxes
If you must use a
border or box, choose
an understated one.
5. Cheated Margins
Be generous with
margins, including
inset and offset for
text and picture boxes.
6. Centering
Everything
Avoid centered layouts.
7. 4 Corners & Clutter
Clutter: Bad. Clumping:
Good.
8. Trapped
Negative Space
Push extra negative
space to the outside
edges of your layout.
10. Tacky Type
Emphasis
Think twice about
reversing, stroking,
using all caps or
underlining.
11. Bad Bullets
Use real bullets for
lists
12. Widows &
Orphans
Avoid inelegant
breaks at the bottoms
and tops of legs of
type.
13. Justified Rivers
Avoid unsightly rivers
of negative space
flowing through legs
of justified type.
Warped images…
Naked images…
3. Guide the eye with
visual sightlines.
Strong verticals from
left-aligned copy
blocks and tags give
the eye a clear visual
path to follow.
4. Set type properly.
This design limits
all caps to a large
one-word headline.
Choosing a single font
family for type
readability creates
visual unity through
similarity. Other
typesetting details
such as proper bullets
are spot on. No tacky
type here.
5. Use simplicity and
restraint. Need we say
more?
1. Establish a clear
focal point.
A properly
proportioned photo
and large contrasting
headline provide a
clear eye entry point
into this design’s
layout.
2. Minimize the
number of groupings
the eye must scan.
Clump like with
like, and make
negative space work
for not against flow.
Instead of “4 corners
& clutter” all over the
page, this layout
clumps everything
into four key
groupings:
photo and headline,
bullet list, body copy
and tags.
ELDORADO
RANCH
CODY
Tombstone Texas
BULL Bull Riding Camp
HOME OF:
WORLD CHAMPION
Ancient City
Tile & Interiors
“CONTRACTORS’ PRICES
TO THE PUBLIC”
TILE • LINOLEUM
INSTALLATION AVAILABLE
• TALAVERA
• SALTILO
• MONTERREY
• DALLAS CERAMICS
• AZTEC
• MIDSTATE
• QUALITY MARBLE
HOURS
8:30 - 5 MON - FRI
9:00 - NOON SAT
NO. 15 YEBOAH RD
(ACROSS FROM CHURCH F PENTECOST)
024 324 8453SANTA MARIA’S
INTERIOR
HEADQUARTERS
• LARGE SELECTION
OF TILES ON
DISPLAY
Thank you

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Design fundamentals 2

  • 1. Design Fundamentals II Nana K. Duah Monday 19th February 2018
  • 4. 1. Contrast 2. Repetition 3. Alignment 4. Proximity
  • 7.
  • 8. The basic purpose of proximity is to organise Squint your eyes Avoid too many elements Avoid confusion Create relationships
  • 9. Alignment Nothing should be placed arbitrarily
  • 10. The basic purpose of alignment is to unify Be conscious of where you place your elements Always find something else on the page to align with Avoid using more than one alignment Break away from centred alignment
  • 11. Repetition Repeat some aspect of the design throughout the entire piece Consistency
  • 12. The basic purpose of repetition is to add visual interest Avoid repeating an element so much that it becomes annoying Be conscious of the value of contrast
  • 13. Contrast This is created when two elements are different Boldness
  • 14. The basic purpose of contrast is to create interest and to organise Create contrast through your typefaces, line thickness, colours, shapes… Be bold! If you’re going to contrast, do it with strength Avoid using 2 or more typefaces that are similar
  • 15.
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  • 18.
  • 19. Process Where do you begin when you want to design something?
  • 20. Start with the focal point Group your information (Proximity & Alignment) Create Repetition Use strong Contrasts
  • 21. ELDORADO RANCH CODY Tombstone Texas BULL Bull Riding Camp HOME OF: WORLD CHAMPION
  • 22. White Space Is Not Your Enemy Nana K. Duah Monday 19th February 2016
  • 23. Effective design does four things: 1. It captures attention 2. Controls eye movement 3. Conveys information and 4. Evokes emotion
  • 24. All design uses three building blocks: Visuals, Type and Negative space.
  • 25. Graphic design is planned. Designers plan their projects in detail on paper before ever sitting down at the computer.
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  • 28. “White space is nice.” Amateurs tend to pack every nook and cranny of space with visuals and type.
  • 29. Don’t break the rules of design out of ignorance.
  • 30. 2. Warped Photos Keep photographs proportionate. 3. Naked Photos Use hairline rules to border photos that have ambiguous edges. 4. Bulky Borders & Boxes If you must use a border or box, choose an understated one. 5. Cheated Margins Be generous with margins, including inset and offset for text and picture boxes. 6. Centering Everything Avoid centered layouts. 7. 4 Corners & Clutter Clutter: Bad. Clumping: Good. 8. Trapped Negative Space Push extra negative space to the outside edges of your layout. 10. Tacky Type Emphasis Think twice about reversing, stroking, using all caps or underlining. 11. Bad Bullets Use real bullets for lists 12. Widows & Orphans Avoid inelegant breaks at the bottoms and tops of legs of type. 13. Justified Rivers Avoid unsightly rivers of negative space flowing through legs of justified type.
  • 32. 3. Guide the eye with visual sightlines. Strong verticals from left-aligned copy blocks and tags give the eye a clear visual path to follow. 4. Set type properly. This design limits all caps to a large one-word headline. Choosing a single font family for type readability creates visual unity through similarity. Other typesetting details such as proper bullets are spot on. No tacky type here. 5. Use simplicity and restraint. Need we say more? 1. Establish a clear focal point. A properly proportioned photo and large contrasting headline provide a clear eye entry point into this design’s layout. 2. Minimize the number of groupings the eye must scan. Clump like with like, and make negative space work for not against flow. Instead of “4 corners & clutter” all over the page, this layout clumps everything into four key groupings: photo and headline, bullet list, body copy and tags.
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  • 34. ELDORADO RANCH CODY Tombstone Texas BULL Bull Riding Camp HOME OF: WORLD CHAMPION
  • 35. Ancient City Tile & Interiors “CONTRACTORS’ PRICES TO THE PUBLIC” TILE • LINOLEUM INSTALLATION AVAILABLE • TALAVERA • SALTILO • MONTERREY • DALLAS CERAMICS • AZTEC • MIDSTATE • QUALITY MARBLE HOURS 8:30 - 5 MON - FRI 9:00 - NOON SAT NO. 15 YEBOAH RD (ACROSS FROM CHURCH F PENTECOST) 024 324 8453SANTA MARIA’S INTERIOR HEADQUARTERS • LARGE SELECTION OF TILES ON DISPLAY