The document discusses the principles of basic visual communication and design, emphasizing the importance of form and content in graphic design. It introduces four basic design principles: contrast, repetition, alignment, and proximity, explaining how these elements contribute to effective visual communication. The conclusion highlights that good design is essential for solving problems, while poor design can create issues.

1. The Power of
Basic Visual Communication and Design - Gemma.Scott@maine.edu

2. This presentation is based on text and content from
ArtForms, 6th ed.
by Duane Preble, Sarah Preble, Patrick Frank

3. … And
The Non-Designer’s Design Book, 3rd ed.
by Robin Williams

4. The language of vision determines, perhaps
even more subtly and thoroughly than verbal
language, the structure of our consciousness.
S.I. Hayakawa¹

5. Form and Content
Form is what we see; Content is what we interpret as the meaning of what we see.
Constantin Brancusi.
THE KISS. c. 1912.
Limestone.
23” x 13” x 10”.
Philadelphia Museum of Art
Francois Auguste René Rodin.
THE KISS. 1886.
Marble.
Height 5’ 11¹/4”.
Musée Rodin, Paris

6. Graphic Design
The term Graphic Design refers to the
process of working with words and
pictures to create solutions to problems
of visual communication.

7. Four Basic Principles of Design
● Contrast
● Repetition
● Alignment
● Proximity
Contrast Contrast
RepetitionRepetition
AlignmentAlignment
ProximityProximity

8. Contrast
Contrast is created when two elements are different.
Contrast is created when two elements are different.

9. Contrast can be created in many ways...
Large TypeSmall Type
Sans Serif Font (Arial) Serif Font (Garamond)
Thin line
Thick line

10. Contrast can be created in many ways...
Cool Color Warm Color
Horizontal
Vertical
rough texture smooth texture
Graphic size / shape

11. Contrast can be created in many ways...
Large TypeSmall Type
Sans Serif Font (Arial) Serif Font (Garamond)
Thin line
Thick line
Cool Color Warm Color
Horizontal
Vertical
rough texture smooth texture
Graphic size / shape

12. Repetition
Robin’s Principle of Repetition:
“Repeat some aspect of the design throughout the entire
piece.” The repetitive element may be a font, color, design
element, format, spatial relationship, etc.

13. Repetition
Hint: When you use UMaine branding standards, this is all covered for you!
EASY!
UMaine Template with logo
Arial Font (sans serif)
Garamond Font (serif)
Color pallette per template

14. Alignment
Every item should have a
visual connection with
something else on the
page.

15. Alignment: examples of visual connection
Note: This is a
cool use of a
super simple
graphic to tie
text blocks
together
creating an
IMPLIED LINE.

16. Alignment: examples of visual connection

17. Alignment: Line variations
a. actual line b. implied line
c. Actual straight lines and
implied curved lines
d. Line created by an edge e. Vertical line (attitude of alert
attention); horizontal line
(attitude of rest).
f. Diagonal line (slow
action, fast action)
g. Sharp, jagged line h. Dance of curving lines i. Hard line, soft line j. Ragged, irregular line

18. Proximity: Group related items together

19. Proximity:
move them physically close to each other so the related items are seen as one
cohesive group rather than a bunch of unrelated bits.

20. Conclusion
Design is a basic necessity, not a cosmetic afterthought.

21. When the form and function of an object or image do not complement each
other, the object or image is poorly designed. Good design solves problems,
bad design creates problems.

22. Notes
¹Kepes, G. (1944). Language of vision,. [Chicago: P. Theobald.] 9.
Bibliography:
Preble, D., Preble, S., & Frank, P. (1999). Artforms : an introduction to the visual arts. New York: Longman.
Williams, R. (1994). The non-designer’s design book : design and typographic principles for the visual novice.
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Rodin, R. (1886). The Kiss.
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