Many years ago, an American nightclub had a fire in which over 400 people died due to a simple...
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Transcript of Many years ago, an American nightclub had a fire in which over 400 people died due to a simple...
Many years ago, an American nightclub had a fire in which over 400 people died due to a simple design flaw. What was it and how were regulations changed to ensure it never happened again?
The doors opened inwards.
The moral?Design is important
Principles of Communication Design
various theories, no one correct one
Unity
UnityEmphasis
UnityEmphasisBalance
UnityEmphasisBalanceRhythm
Contrast
ContrastRepetition
ContrastRepetitionAlignment
ContrastRepetitionAlignmentProximity
Really, they all interconnect and support each other
Unity
Unity
- the whole has meaning beyond its parts (Gestalt theory)
Unity
- the whole has meaning beyond its parts (Gestalt theory)- we see the overall picture/image/design first, then its components
Unity
- the whole has meaning beyond its parts (Gestalt theory)- we see the overall picture/image/design first, then its components- takes advantage of brain’s inherent need to create patterns (even if not there)
Unity
- the whole has meaning beyond its parts (Gestalt theory)- we see the overall picture/image/design first, then its components- takes advantage of brain’s inherent need to create patterns (even if not there) - to achieve, all components need to belong, to visually connect to each other.
Unity
we create this by considering:
- repetition- alignment- proximity
Proximity
Proximity
by grouping items we create a “whole” and create unity
Proximity
Proximity
By grouping related items, we also create clarity
Proximity
principle of proximity states that by grouping related items together, they become one visual unit
Proximity
principle of proximity states that by grouping related items together, they become one visual unit
proximity implies a relationship
Alignment
proximity and similarity of shape unify design
Alignment
aligning like edges together strengthens unity-helps brain create pattern
Alignment
Items are grouped--but disconnected
Alignment
Items now aligned--better sense of connection/unity
Alignment
principle of alignment states that
1) nothing should be placed on a page arbitrarily
Alignment
principle of alignment states that
1) nothing should be placed on a page arbitrarily
2) every item should have a visual connection with something else on the page
Repetition
of shape
Repetition
of image
Repetitionof pattern
Repetitionof pattern
Repetition
principle of repetition states that
repeating similar elements creates consistency and unity
Emphasis and focal point
- the intentional (ie by “design”) focusing of a viewer’s attention to one point in the piece
- simplifies message
Emphasis and focal point
we create this by considering:
- contrast- white space
Contrast
- insufficient contrast, focal point lost
Contrast
- better contrast, focal point gained
- head- logo- phone
White space
- isolating an element focuses attention on it
Balance
- the relative balance within a composition can affect attention
Symmetry
- suggests, calm, order, stability
Asymmetry
- suggests, movement, tension
Rhythm
a sense of visual movement created by repetition of similar elements
Elements of Graphic Design
- units which can be manipulated according to design principles
- “letters” to the “sentences” of principles
Line
Shape
Size
Colour/value
Texture
Summary
Design Elements
Line
Design Elements
LineShape
Design Elements
LineShapeSize
Design Elements
LineShapeSizeColour
Design Elements
LineShapeSizeColourTexture
Design Principles
Unity
Design Principles
UnityEmphasis
Design Principles
UnityEmphasisBalance
Design Principles
UnityEmphasisBalanceRhythm
Design Principles
UnityEmphasisBalanceRhythm
Contrast
Design Principles
UnityEmphasisBalanceRhythm
ContrastRepetition
Design Principles
UnityEmphasisBalanceRhythm
ContrastRepetitionAlignment
Design Principles
UnityEmphasisBalanceRhythm
ContrastRepetitionAlignmentProximity