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design principles 1

design principles 1

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


Prisca Schmarsow

November 29, 2011


  1. design principles I

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

    & rhythm
  3. 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 influence perceived visual weight saturated, intense colours and darker shades are seen as heavy elements appear heavier when textured (as opposed to flat coloured) the more compact the layout of elements - the heavier it appears POSITION SIZE SPACE / WHITE SPACE COLOUR / SHADE TEXTURE DENSITY
  4. symmetric balance symmetric balance symmetric balance symmetric balance

  5. symmetric balance visual weight distributed evenly

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  11. dog photo : heavy, visual weight pulled towards le!t curve

    of dog and facial angle: redirection towards right cross for visual balance 4 column layout whitespace on the le!t : lighter weight than content visual balanced : content columns as base elements of page layout, reflecting even weight of header
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  14. radial balance

  15. radial balance visual weight distributed around set point

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  19. crystallographic balance

  20. crystallographic balance visual weight distributed evenly with varying positions

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  24. gradation & contrast

  25. 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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  32. repetition & rhythm

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  34. 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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  39. 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
  40. 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 in Black and White © Harold Davis site references subtraction.com, Khoi Vinh visualelixir.com, Jim Gunardson soulja.de, Robert Dabi floridaflourish.com ipolecat.com arto"lightmovie.com 42angels.com agora.art.br fuelbrandinc.com instagalleryapp.com veerle.duoh.com alwaysreadthemanual.com
  41. Prisca Schmarsow prisca@eyedea.eu graphiceyedea.co.uk @prisca_eyedea