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Design principles
- 1. d e sign pr in ciples wh at yo u ne e d to kno w
- 2. Contents at a glance • Basic principles of design • Basic elements of design • Layout and composition • Communication
- 3. Basic principles of design • Balance • Rhythm • Proportion • Dominance • Unity
- 4. Balance • Relation of elements in composition with regards to their visual weight. • Relation to ideas of physical structure. • Mass, gravity, edge. • Symmetrical and Asymmetrical.
- 5. Balance Horizontal Symmetry
- 6. Balance Approximate Horizontal Symmetry
- 7. Balance Asymmetry
- 8. Rhythm • Repitition of elements with set intervals. • Create a sense of movement. • Regular, flowing and progressive rhythm.
- 9. Rhythm Regular
- 10. Rhythm Flowing
- 11. Rhythm Progressive
- 12. Proportion • Relative size of different elements in terms of scale. • Also relates to balance and symmetry. • Can also be used to describe depth.
- 13. Proportion Proportion
- 14. Proportion Proportion - Depth
- 15. Dominance • Can also be described as emphasis. • Distribution of weight through various elements.
- 16. Dominance Dominance
- 17. Dominance Dominance
- 18. Unity • Relation between elements of a design and the compostition as a whole. • Tie it together to show wholeness. • Break it apart to show variety. • Principles based on Gestalt theory of how our mind organizes visual information.
- 19. Unity Unity Gestalt
- 20. Basic principles of design
- 21. Basic elements of design • Color • Line • Shape • Form • Texture
- 22. Color and Line • Color ◦◦ Meaning in different contexts and cultures. ◦◦ Red = Love OR Red = Danger/Warning ◦◦ Statistical preferences according to how the eye works. • Line ◦◦ Direction, purpose, intent. ◦◦ Lead gaze or obstruct gaze.
- 23. Shape and Form • Shape ◦◦ The two dimensional shape of an object. ◦◦ Recognition of objects and weight. • Form ◦◦ Three dimensional shape of an object. ◦◦ Shows volume and depth. ◦◦ Relation to real world - like in greyscale.
- 24. Texture • Relates to the tactile response of touching physical objects. • Design of some software applications. • Sense of realness.
- 25. Layout and composition • Rule of thirds ◦◦ If dividing a frame into thirds horizontally and vertically. ◦◦ The focus should be place on one of the intersections of those lines. ◦◦ The focus element should be differentiated from the background by contrast in either colour, shape, or form. ◦◦ There should be elements leading the gaze into that position.
- 26. Layout and composition • Grid based layout ◦◦ Based upon laying out items to align to a pre-defined grid to ensure balance, unity, and harmony.
- 28. Layout and composition ◦◦ Editorial layout ◦◦ Applicable to content heavy designs
- 29. Communication • Typography ◦◦ Legibility vs Readability ◦◦ Design elements at the root. ◦◦ What are you saying? • Separation of concern ◦◦ What is the job? ◦◦ Keep elements grouped logically in consumable “chunks”. ◦◦ Focus on the purpose in choosing content.