Introduction to Introduction to Principles of DesignPrinciples of Design
Basic Design PrinciplesBasic Design Principles
ContrastContrast RepetitionRepetition AlignmentAlignment ProximityProximity
ContrastContrastOne of the most effective ways to add visual interest to a page.
ContrastContrast
RepetitionRepetitionYou can repeat colors, shapes, textures, line thicknesses, fonts, sizes, graphic concepts, etc. This develops the organization and strengthens the unity.
RepetitionRepetition
AlignmentAlignmentNothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page.
AlignmentAlignment
AlignmentAlignment
Alignment ActivityAlignment Activity
“Bad” versi
on
Alignment ActivityAlignment Activity
“Good” versi
on
ProximityProximityItems relating to each other should be grouped close together. This helps organize information, reduces clutter, and gives the reader a clear structure.
ProximityProximity
Putting It All TogetherPutting It All Together
Basic Design Principles- Recap Basic Design Principles- Recap
ContrastContrast RepetitionRepetition AlignmentAlignment ProximityProximity
TypographyTypography
Sans Serif –No Sans Serif –No ““feetfeet”” at the end at the end Use for titles, subtitles, and headings Use for titles, subtitles, and headings e.g. e.g. ArialArial
Serif – Letters have Serif – Letters have ““feetfeet”” Easier to read; best for body text Easier to read; best for body text e.g. e.g. Times New RomanTimes New Roman
TypographyTypography
Use to add emphasis and personality to text:Use to add emphasis and personality to text:
““LifeLife’’s but a walking shadow, a poor player that s but a walking shadow, a poor player that struts and frets his hour upon the stage, and struts and frets his hour upon the stage, and then is heard no more; it is a tale told by an then is heard no more; it is a tale told by an idiot, idiot,
full of sound and full of sound and fury, fury,
Text
signifying nothing.signifying nothing.””
What is X-height?
The big news about leading
Tracking for you and me
Ligatures and Kearning
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