Design Principles

Transcript

1. design principles what you need to know
2. • Basic principles of design • Basic elements of design • Layout and composition • Communication Contents at a glance
3. • Balance • Rhythm • Proportion • Dominance • Unity Basic principles of design
4. • Relation of elements in composition with regards to their visual weight. • Relation to ideas of physical structure. • Mass, gravity, edge. • Symmetrical and Asymmetrical. Balance
5. Balance Horizontal Symmetry
6. Balance Approximate Horizontal Symmetry
7. Balance Asymmetry
8. • Repitition of elements with set intervals. • Create a sense of movement. • Regular, flowing and progressive rhythm. Rhythm
9. Rhythm Regular
10. Rhythm Flowing
11. Rhythm Progressive
12. • Relative size of different elements in terms of scale. • Also relates to balance and symmetry. • Can also be used to describe depth. Proportion
13. Proportion Proportion
14. Proportion Proportion - Depth
15. • Can also be described as emphasis. • Distribution of weight through various elements. Dominance
16. Dominance Dominance
17. Dominance Dominance
18. • 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. Unity
19. Unity Unity Gestalt
20. Basic principles of design
21. • Color • Line • Shape • Form • Texture Basic elements of design
22. • 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. Color and Line
23. • 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. Shape and Form
24. • Relates to the tactile response of touching physical objects. • Design of some software applications. • Sense of realness. Texture
25. • 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. Layout and composition
26. • Grid based layout ◦ ◦ Based upon laying out items to align to a pre-defined grid to ensure balance, unity, and harmony. Layout and composition
27. Layout and composition
28. ◦ ◦ Editorial layout ◦ ◦ Applicable to content heavy designs Layout and composition
29. • 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. Communication