Nat 5 Layout Elements & Principles Alignment Dominance & Emphasis Line Unity and Depth Contrast...
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Transcript of Nat 5 Layout Elements & Principles Alignment Dominance & Emphasis Line Unity and Depth Contrast...
Nat 5 Layout Elements & PrinciplesNat 5 Layout Elements & Principles
• Alignment• Dominance & Emphasis
• Line• Unity and Depth
• Contrast
Creative Techniques for effective Creative Techniques for effective promotional graphicspromotional graphics
You must be confident with the following:You must be confident with the following:
• Warm• Cool• Contrast and Harmony• Advancing and Receding• Moods• Reflection and Shade
Nat 5 Layout Elements & PrinciplesNat 5 Layout Elements & Principles
Use of colourUse of colour
AlignmentAlignment
Good alignment helps improve the structure of a layout
It makes a page feel organised and easy to follow
It contributes to neatness and sharpness
Design Principles
CALDERGLEN HIGH SCHOOL
Alignment .
Why use it ?
Alignment: In Order to Create Visual UnityThe principle of alignment states that the designer should use alignment of elements such as text and images as a tool to create visual unity or organization. Designers recommend that each element placed should have at least some alignment with another element on the page.
Lack of Unity; Poor Alignment
Visual Unity Through Alignment
Basic forms of alignment look for the imaginary line.
Good example of Alignment between text and image. (Look for the imaginary lines)
Poor example of Alignment between text and image.
Good alignment is invisible. Most readers won't consciously notice that everything is lined up neatly but they will feel it when things are out of alignment.
Trinity High School
Alignment (TextAlignment (Text))
This is an example of text which has been justified to the left. This is an example of text which has been justified to the left. This is an example of text which has been justified to the left.
This is an example of text which has been justified to the right. This is an example of text which has been
justified to the right. This is an example of text which has been justified to the right.
This is an example of text which has been justified to the centre. This is an example of text which has been justified to the centre. This is an example of text which has been justified to the centre.
This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text.
Normally text is JUSTIFIED to
the LEFT
However it can also be justified in other ways
The following examples show text justified:-
RIGHT
CENTRE
FULLY
Text Layout
The layout of text in a column can be altered in four main ways.
Dominance & EmphasisDominance & Emphasis
DominanceDominanceOccurs when one item stands more than others – it dominates the layout
EmphasisEmphasisThis happens when an item is made more eye-catching
• This layout has been aligned carefully but lacks This layout has been aligned carefully but lacks visual impactvisual impact
• The space is filled but there is no visual impactThe space is filled but there is no visual impact
• The images are too similar in size and are spread The images are too similar in size and are spread out around the layoutout around the layout
• The product name does its job but lacks impactThe product name does its job but lacks impact
• This layout is made more effective by:• Creating a focal point by enlarging an image
and positioning it carefully• Grouping smaller images and scaling them
down to make the focal point more dominant• Change the font to create contrast• Use an underline to add emphasis• Leaving white space around the product name
to emphasise it• Reducing the number of colours to add
contrast: the background colour pushes the images forward
This layout now has a dominant focal point, an This layout now has a dominant focal point, an emphasised product name, a structured layout and emphasised product name, a structured layout and a simple but effective colour scheme.a simple but effective colour scheme.It now has VISUAL IMPACTIt now has VISUAL IMPACT
LinesLines
Lines can be an important element in layout
They are used to separate parts of the layout, connect parts of the layout or create emphasis by underlining features
Lines can be used in a variety of ways in a layout:They helpto organize information; They can direct your readers' eye as to the organization ofthe layout;They can create a mood; And, they can give rhythm and movement.For example, lines can organize information on your page. A line can define theboundaries of your page. Vertical or horizontal lines can also be used to direct yourreaders from one piece of information to another. To create a mood, use a waveyline to give the piece a feeling of movement.Lines in your piece can:• Convey a mood or an emotion.• Organize the design.• Establish columns of text.• Create a texture.• Create movement.• Define shape.• Call attention to a word.• Connect pieces of information in your layout.• Frame an image or a word.
Lines Can Provide Texture
Define shape
Organize the design.Establish columns of text.
Trinity High School
LinesLines
This layout is nicely proportioned but lacks focus, unity and impact
This layout is the same but with 2 horizontal lines addedThese lines bring a number of benefits to the layout:
They pass through and link both sides of the layout
The top line underlines and emphasises the product name
The bottom line passes behind the memory stick, creating depth: It pushes the memory
stick forwards
The lower line separates the space at the foot for the slogan
Positioning the lines at the top and bottom of the layout connects the 2 areas, creating unity
The lines are positioned carefully to create strong alignment. This helps to organise and
give structure to the layout
Using wavy LinesUsing wavy Lines
Using vertical linesUsing vertical lines
Design ElementUnity
Unity can be achieved through the use of similar shapes.
Unity can be achieved through the use of a common pattern.
Unity can be achieved through the use of a common background and also througha common colour throughout the page
Unity helps organize a visual image, facilitating interpretation and understanding.
Can you spot Unity in choice of colour, the use of strong shapes and how the background relates to the text.Unity can also be used to great effect inside the magazine to link articles and pages together.
Trinity High School
Unity-How is unity created in this graphic?Unity-How is unity created in this graphic?
• Overlapping an image can create unity- It makes physical connection between the text and the image
• Lines can do the same – Placing the lines behind the image connects and unifies the combination
• Using a colour fill behind 2 items can connect them. The text and the torch are connected by the blue flashbar
• Repeating colours in different parts of the layout (repetition) can tie items together
• Repeating features in separate positions can create unity• Using harmonious colours can have a unifying effect (the colours
in the torch are used elsewhere in the layout)• Positioning items close to other items can create unity
UnityUnity
ContrastContrast
• Contrast is about opposites – Like black and white
• Vertical and horizontal squares
• All these things stand out and when used together become eye catching and help create visual impactvisual impact
Study the 2 layoutsWhat layout makes better use of
contrast?
Layout 1Layout 1
Layout 2Layout 2
Layout 2 makes better use of contrast and has more visual
impact than Layout 1
This lacks contrastThis lacks contrast
•The chair images are all the same sizeThe chair images are all the same size•The fonts are the same typeface and sizeThe fonts are the same typeface and size•The colours harmoniseThe colours harmonise•Nothing stands or catches the eyeNothing stands or catches the eye•While the alignment is strong, it lacks visual impactWhile the alignment is strong, it lacks visual impact
•The 2D chairs have been shrunk and the 3D ones scaled up, creating contrast in sizeThe 2D chairs have been shrunk and the 3D ones scaled up, creating contrast in size•The large size of type used on the title contrasts with the smaller text used The large size of type used on the title contrasts with the smaller text used elsewhereelsewhere•A very different typeface is used on the titleA very different typeface is used on the title•The background colour creates contrast with the blue in the chairThe background colour creates contrast with the blue in the chair•The vertical colour fill and text contrast with horizontal itemsThe vertical colour fill and text contrast with horizontal items•A circle is added to contrast with rectanglesA circle is added to contrast with rectangles
Now its your turnNow its your turn
Try and make use of all these design principles and elements when designing any type of promotional graphic………………….
