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Principles of Visual Design 2720
Principles of Visual Design LCC 2720Instructor: Brian Schrank
Intro to Design
Principles of Visual Design 2720
What is Design?
Principles of Visual Design 2720
Design is a plan for arranging elements in such a way as to accomplish a particular purpose.
-Charles Eames
Principles of Visual Design 2720
Architectural Design
Principles of Visual Design 2720
Children’s Book Illustration
Principles of Visual Design 2720
Design is like Beauty
Beauty—the adjustment of parts so that one cannot add, subtract or change them without impairing the harmony of the whole.
—Leon Battista Alberti
Principles of Visual Design 2720
Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away.
—Antoine de St-Exupery
Design is like Beauty
Principles of Visual Design 2720
Soooo... is design like art, then?
Principles of Visual Design 2720
Absolutely Not!
Principles of Visual Design 2720
Art is broader than design.
Art questions its own purpose.
Design only serves a purpose.
Absolutely Not!
Principles of Visual Design 2720
Soooo... art is… um, crap?
Principles of Visual Design 2720
Art is broader than design.Art questions itself.Art breaks design rules.
Principles of Visual Design 2720
Design
Art
Principles of Visual Design 2720
Art breaks design rules.
William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing...
But he was a brilliant artist in his ability to transcribe his vision.
Principles of Visual Design 2720
William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing...
But he was a brilliant artist in his ability to transcribe his vision.
Art breaks design rules.
Principles of Visual Design 2720
William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing...
But he was a brilliant artist in his ability to transcribe his vision.
Art breaks design rules.
Principles of Visual Design 2720
Principles of Visual Design 2720
Design is about clearly leading the audience toward your
predetermined conclusion.
Principles of Visual Design 2720
Good Design versus Bad Design
Principles of Visual Design 2720
Good Design versus Bad Design
Good DesignAchieves its Objective
Bad DesignFails its Objective
Principles of Visual Design 2720
Good Design versus Bad Design
Good DesignAchieves its Objective
Bad DesignFails its Objective
Principles of Visual Design 2720
Good Design is Relative to Audience
Principles of Visual Design 2720
All Design Serves a Purpose—although its purpose will vary:
Principles of Visual Design 2720
All Design Serves a Purpose—although its purpose will vary:
MajestyAusterity
Principles of Visual Design 2720
What are the rules of design?
Principles of Visual Design 2720
Basic Rules of Design:
• Contrast
• Repetition
• Alignment
• Proximity
Principles of Visual Design 2720
Basic Rules of Design:
• Contrast
Principles of Visual Design 2720
Contrast
Principles of Visual Design 2720
Tools for Contrast
sizevalue hue orientationtexture shape position
Principles of Visual Design 2720
Contrast
Principles of Visual Design 2720
Line Contrast
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Which uses Contrast Better?
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Simple Contrast Complex Contrast
Degrees of Contrast
Principles of Visual Design 2720
Avoid elements that are merely similar :
Thinking about contrast
Principles of Visual Design 2720
When adding an element think:
“Should I vary this element? If so, how?”
Thinking about contrast
sizevalue hue orientationtexture shape position
Principles of Visual Design 2720
When adding an element think:
“Should I vary this element? If so, how?”
Thinking about contrast
Principles of Visual Design 2720
Contrastis the most important rule to master.
Principles of Visual Design 2720
Basic Rules of Design:
• Contrast
• Repetition
Principles of Visual Design 2720
RepetitionRepetition brings ORGANIZATION, STRUCTURE, and UNITY.
sizevalue hue orientationtexture shape position
Principles of Visual Design 2720
Repetition
Principles of Visual Design 2720
Repetition
Principles of Visual Design 2720
Repetition = Continuance
Principles of Visual Design 2720
Repetition = Continuance
Principles of Visual Design 2720
Repetition creates Texture
Principles of Visual Design 2720
Repetition “Drains” Meaning
Principles of Visual Design 2720
Even ONE tiny thing behaves like gravity, attracting the eye with extreme force.
Connotation of a dot.
Principles of Visual Design 2720
Connotation of a dot.
Even ONE tiny thing behaves like gravity, attracting the eye with extreme force.
Principles of Visual Design 2720
With a little repetition… the dots dance around like dust or insects...
Principles of Visual Design 2720
Basic Rules of Design:
• Contrast
• Repetition
• Alignment
Principles of Visual Design 2720
Alignment
Do not place elements into your design arbitrarily.
Placement has meaning.
Like Repetition, Alignment pulls Structure together.
Principles of Visual Design 2720
Alignment
Do not place elements into your design arbitrarily.
Placement has meaning.
Like Repetition, Alignment pulls Structure together.
Principles of Visual Design 2720
Alignment creates perceptual clusters:
Principles of Visual Design 2720
Alignment creates perceptual clusters:
Principles of Visual Design 2720
Loose AlignmentElements with loose alignment still perceptually group together.
Principles of Visual Design 2720
Loose AlignmentElements with loose alignment still perceptually group together.
Principles of Visual Design 2720
Common Fate
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Common Fate
Strong Common Fate
Weak Common FateDifferent Colors and ShapePatternized Spacing
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Bad Alignment (no common fate)
Principles of Visual Design 2720
Good Alignment (common fate)
Principles of Visual Design 2720
Good Alignment (common fate)
Principles of Visual Design 2720
When adding a new element to a design think:
Which existing element should I align it with?
Principles of Visual Design 2720
nudge… nudge… nudge…
Repetition + Alignment
Principles of Visual Design 2720
nudge… nudge… nudge…
Repetition + Alignment
Principles of Visual Design 2720
nudge… nudge… nudge…
Repetition + Alignment
Principles of Visual Design 2720
nudge… nudge… nudge…
Repetition + Alignment
Principles of Visual Design 2720
Basic Rules of Design:
• Contrast
• Repetition
• Alignment
• Proximity
Principles of Visual Design 2720
When elements are next to each other they become one visual unit.
This organizes information, reduces clutter, and creates unity.
Proximity
Principles of Visual Design 2720
When elements are next to each other they become one visual unit.
This organizes information, reduces clutter, and creates unity.
Proximity
Principles of Visual Design 2720
When elements are next to each other they become one visual unit.
This organizes information, reduces clutter, and creates unity.
Proximity
Principles of Visual Design 2720
When elements are next to each other they become one visual unit.
This organizes information, reduces clutter, and creates unity.
Proximity
Principles of Visual Design 2720
When elements are next to each other they become one visual unit.
This organizes information, reduces clutter, and creates unity.
Proximity
Principles of Visual Design 2720
When elements are next to each other they become one visual unit.
This organizes information, reduces clutter, and creates unity.
Proximity
Principles of Visual Design 2720
Proximity allows “Chunking”
Principles of Visual Design 2720
Proximity allows “Chunking”
Principles of Visual Design 2720
Proximity allows “Chunking”
Principles of Visual Design 2720
Proximity allows “Chunking”
Principles of Visual Design 2720
Proximity
Principles of Visual Design 2720
Basic Rules of Design:
• Contrast
• Repetition
• Alignment
• Proximity
Principles of Visual Design 2720
Once you master the rules….and understand that they are just “crap”…
Principles of Visual Design 2720
…know when to break the rules.
Principles of Visual Design 2720
Questions
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