5.1 | Design Basics

Contrast

They are important to remember. Always.

THE PRINCIPLES

Simplicity

Harmony

Alignment

Proximity

• ContrastOne photo or area must be at least two times larger than the

next largest shape. Headlines should be obviously larger than other text.

• Harmony• Alignment• Proximity• Simplicity

.

THE PRINCIPLES

CONTRAST

Pantone Project, Paul Octaviours [IL]

• Contrast• Harmony

Every shape, color and font should be repeated at least once, usually more, on a design.

• Alignment• Proximity• Simplicity

THE PRINCIPLES

HARMONY

Les Miserables Movie

HARMONY

Lake & Sumpter MagazineDesign by Jaime Ezra Mark

• Contrast• Harmony• Alignment

Think grids. Think even spacing. Photos and text boxes should align even when on separate facing pages, otherwise known as a Double Page

Spread.

• Proximity• Simplicty

THE PRINCIPLES

ALIGNMENT

Lululemon

ALIGNMENT

Lake & Sumpter MagazineDesign by Jaime Ezra Mark

THE PRINCIPLES• Contrast• Harmony• Alignment• Proximity

Similar ideas, concepts or topics should be closer to one another than unrelated ones.

• Simplicity

PROXIMITY

Projectforawesome.comDesign by Karen Kavett

PROXIMITY

Design by Liz Rankin, Graphic Designer

THE PRINCIPLES• Contrast• Harmony• Alignment• Proximity• Simplicity

Unnecessary visuals and text are eliminated, no matter how much you love them.

SIMPLICITY

Starbucks Corp.

SIMPLICITY

Heinz Ketchup

TYPOGRAPHY• Watch the video “An Intro to

Typography” by Karen Kavett on YouTube.

• Review the following slides, taking notes so you can complete the scavenger hunt later.

TERMS

“SANS SERIF” literally means “without serifs.” Sans Serif type does not have feet on the letters.

Full of personality, DECORATIVE fonts should be reserved for headlines and should be used in moderation.

TYPE STYLES

SERIF fonts have little feet on them. In general, serif fonts are easier to read in long text blocks.

Traditional and classic, SCRIPT fonts are often difficult to read, so they should be reserved for headlines and used in moderation.

COMBINING FONTSAdd energy with contrast

TYPE SIZESType is measured in points.It is measured from the bottom of a descender to the top of an ascender.

These are all 36 point type.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face,

sophomore Brandon Gonzales knew it was all worth it when he

placed third in the district race. He finished with a time of 20:06 to

lead the junior varsity team.

With his head in his hands and the sweat coming down his face,

sophomore Brandon Gonzales knew it was all worth it when he

placed third in the district race. He finished with a time of 20:06 to

lead the junior varsity team.

JUSTIFIED ALIGN LEFT

ALIGN RIGHT CENTERED

TEXT ALIGNMENT

ASSIGNMENT

• You will find examples from the handout on-line. You will not be taking pictures. Find examples, copy and paste them into a Word document. When you are finished, email the assignment to me with your name on it. Please label each example.