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design principles I

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design principles 1. balance 2. gradation & contrast 3. repetition & rhythm

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symmetric balance symmetric

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balance ๏ layout of content blocks and visual elements to create a visual balance ๏ balanced webpages: clear content presentation, easy to understand, easy to skim read ๏ underpinning visual hierarchy and focusing user attention ๏ symmetric balance ๏ radial balance ๏ crystallographic balance types of balance in design ‣ visual weight distributed evenly ‣ radial distribution of visual weight ‣ asymmetric ‣ elements further away from the centre appear heavier ‣ larger elements considered heavier ‣ space surrounding elements will in fl uence perceived visual weight ‣ saturated, intense colours and darker shades are seen as heavy ‣ elements appear heavier when textured (as opposed to fl at coloured) ‣ the more compact the layout of elements - the heavier it appears ‣ POSITION ‣ SIZE ‣ SPACE / WHITE SPACE ‣ COLOUR / SHADE ‣ TEXTURE ‣ DENSITY

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symmetric balance visual weight distributed evenly

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‣ dog photo : heavy, visual weight pulled towards le f t 
 ‣ curve of dog and facial angle: redirection towards right 
 ‣ cross for visual balance ‣ 4 column layout ‣ whitespace on the le f t : 
 lighter weight than content 
 ‣ visual balanced : 
 content columns as base elements of page layout, re fl ecting even weight of header

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radial balance

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radial balance visual weight distributed around set point

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crystallographic balance

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crystallographic balance visual weight distributed evenly with varying positions

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gradation & contrast

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gradation & contrast ๏ establishment and emphasis of focal points and highlights ๏ creation of depth and perspective ๏ guiding user attention, prompting interaction ‣ background / text / interactive elements ‣ type weight / size / colour ‣ content structure & presentation ‣ content images / design elements / ornaments / icons ‣ COLOUR ‣ TYPOGRAPHY ‣ LAYOUT ‣ VISUAL ELEMENTS

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repetition & rhythm

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repetition ๏ grouping of repeated elements : creates unity / meaning / understanding ๏ creation of rhythm / movement / pattern ๏ enhance usability by consistency / create familiarity throughout the site ‣ background / text / interactive elements ‣ typeface / setting / colour ‣ content structure & presentation ‣ content images / design elements / ornaments / icons ‣ COLOUR ‣ TYPOGRAPHY ‣ LAYOUT ‣ VISUAL ELEMENTS

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‣ pattern: 
 repetition of graphics within book cover 
 ‣ icon: 
 repeats individual graphic used for sectioning of content 
 ‣ colour: 
 red repeated to highlight headings and CTAs 
 ‣ content width / weigth increasing towards bottom : creating movement

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image credits feature image: “Dot”, A4 Paper Festival, © biancachang.com photo: Chicago, photographer / graphic designer Tim Jarosz, via thisiscolossal.com book cover (Journey to the Center of the Earth) by Carlo Giovani image: rabbit/hand shadow puppet, via Frank Chimero / gimmebar Nautilus photo by Pixabay (via Pexels) site references subtraction.com, Khoi Vinh visualelixir.com, Jim Gunardson soulja.de, Robert Dabi fl orida fl ourish.com ipolecat.com arto ff lightmovie.com 42angels.com agora.art.br fuelbrandinc.com instagalleryapp.com veerle.duoh.com alwaysreadthemanual.com

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Prisca Schmarsow [email protected] eyelearn.org @prisca_eyedea