Design PrinciplesDesign Principles

Design ProcessDesign Process

1. Define the problem2. Research the project3. Create thumbnails and roughs

◦ Thumbnail – small, fast sketches that are simple with little detail

4. Prepare accurate comprehensives

5. Review and refine the design

Fundamentals of DesignFundamentals of DesignDesign Elements

◦Building blocks of design

Design ElementsDesign ElementsLine

◦Most basic element◦Can be straight or curved◦4 properties:

Length, width, style & color Can be used to:

Organize a design To move a viewer’s eye in and out of the design

Design ElementsDesign ElementsShapes

◦Various visual forms that designers use to build designs

◦Have height and width◦3 fundamental shapes

Circle Square Triangle

◦From these 3 shapes all other shapes and forms can be produced

Design ElementsDesign ElementsShapes, continued

◦Properties: Geometric Expressive Representational abstract

Design ElementsDesign ElementsShapes, continuedShapes are enclosed objects that can

be created by line or created by color and value changes that define their edges.

Design ElementsDesign ElementsValue

◦Adds dimension and depth to a form◦Grayscale:

use of various shades of gray

◦Adding value can make a shape more recognizable

Design ElementsDesign ElementsColor

◦Use of color expands design concepts

◦Examples: Banana = yellow Sky = blue Grass = green

Design ElementsDesign ElementsColor, continued

Hue is another word for color.Chroma is the intensity or purity

of color.Tint is a color mixed with white.Tone is a color mixed with gray.Shade is a color mixed with

black.

Design ElementsDesign ElementsColor, continuedUsing color can enhance or detract

from a composition.www.lighthouse.org/color_contrast.htm

Color wheels help determine which colors are in greatest contrast.

Use Kuler from Adobe Labs to try out new color schemes:http://kuler.adobe.com/

Design ElementsDesign ElementsColor, continuedAnalogous colors are adjacent to each

other on the color wheel.Complementary colors are opposite

each other on the color wheel.

Design ElementsDesign ElementsColor, continuedUse color to label or show hierarchy.Use color to represent or imitate

reality.Use color to unify, separate, or

emphasize.Use color to decorate.Use color consistently.

Design ElementsDesign ElementsTexture

◦Surface pattern that gives the impression of a tactile (touchable) surface

◦Used to create interesting-looking forms or backgrounds

◦Pastels and charcoals are used to create a distinct texture

Design ElementsDesign ElementsTexture continuedTexture is the surface look of an

object created by varying dark and light areas.

RoughnessSmoothnessDepth

Design ElementsDesign ElementsSpace

◦Area into which designers place forms

◦Placing forms into space creates a composition

◦Negative space: Space where NO forms exist

Format of the DesignFormat of the DesignBoundaries of the compositionVery important to understand

Design PrinciplesDesign PrinciplesThe 6 rules designers use to

organize elements in space

Design PrinciplesDesign Principles

1. Balance◦Created when images are distributed

somewhat equally through a design◦2 types:◦Symmetrical:

very formal structure Position of forms on one side of the

composition matches the position of the forms on the other side

Design PrinciplesDesign PrinciplesBalance, continued

◦Asymmetrical: Looser, less formal structure Forms on one part of the design are not

repeated in another corresponding part of the design

Design PrinciplesDesign Principles

2 and 3. Proximity and Alignment◦Visual organization

Proximity◦Grouping elements that work

together

Design PrinciplesDesign PrinciplesProximity and Alignment, continued

Alignment◦Helps to organize and present info

more effectively◦Lining up elements to create

columns or visual (not actual) lines to move the eye through the design

Design PrinciplesDesign Principles

Proximity and Alignment, continued

Grid◦Relates to proximity and alignment◦A formalized division of a page into a

set pattern of square and rectangle spaces

Design PrinciplesDesign Principles4. Unity

◦Use of similar elements in a design so they “work together” visually

◦Communicates message more effectively

◦The correct balance of composition or color that produces a harmonious effect.

◦To create Unity: use similar shapes, colors or typography

Design PrinciplesDesign Principles

5. Emphasis◦Making parts of a design more

important than othersFocal Point

◦Emphasis on a particular element to draw the viewer’s eye to that place in the design first

Contrast◦Making one element different from

the others

Design PrinciplesDesign PrinciplesEmphasis, continued

Example:

Design PrinciplesDesign Principles6. Rhythm

◦Creating visual movement by repeating elements

◦Can also create a visual flow through a design

◦2 common types:◦Progressive: moves through a

design in equal amounts Ex: rainbow or 1,2,3,4,5,6

◦Alternating: alternates Ex: checkerboard or 1,2,1,2

SummarySummary The basis of good graphic design is

use of design elements and their thoughtful application in the form of design principles.

Clearly identify what you are trying to accomplish — use design to convey your message.

Brainstorm alternatives.