general assembly introduction to visual design fundamentals sourced from the book: design elements:...

General Assembly

Introduction to visual design fundamentals

Sourced from the book: Design Elements: A Graphic Style Manualby Timothy Samara, Rockport Press

20 RULES FOR MAKING GOOD DESIGN

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Graphic design isn’t just imagery for marketing, it is also commentary, opinion, a point of view, and social responsibility.

Introduction

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Notions of “good” and “bad” design refer to quality sometimes aesthetic and also sometimes functional choices.

ON Good & Bad design

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Some say rules = limitations? I say rules are guidelines! “Rules can be broken, but not ignored.” – David Jury (Swiss Typographer and Author)

20 rules for making good design

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Have a concept.

Good designs are born from a story a message.

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Communicate don’t decorate.

Form carries meaning.

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Speak with one visual voice.

Do all elements relate and are created in the same language and tone? Use consistent colors, typography and forms.

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Use two typeface families maximum. OK, maybe three.

A change in typeface signals a change in meaning or function to the reader.

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The one two punch!

Have a visual hierarchy. Focus the viewers attention on the most important thing first and then lead them through the rest.

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Pick colors thoughtfully and on purpose.

Learn what colors will do when combined. Ask yourself how will these colors communicate. Colors carry psychological meaning. Additionally choose colors that are right not what is expected.

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Keep it simple.

If you can say the same thing with less don’t choose to add more. A simplier message will communicate the most effectively.

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Negative space (white space) is magical!

Space separates content and can be used to lead the eye.

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Treat type as image.

Type is also visual material just as useful as imagery.

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Type is only type when it’s friendly.

Make it legible and readable. Always!

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Be universal;remember not to insert ourselves too much into our work.

Make your message for the perspective of the masses and not to satisfy your own tastes.

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Squish and separate.

Create contrasts, density, visual rhythms. Pull some material closer together and other farther apart.

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Distribute light and dark (like firecrackers and the rising sun).

Make sure you have a wide tonal range in your design.

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Be decisive. Do things on purpose, or don’t do them at all.

Make clear decisions about size and arrangement.

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Measure with your eyes: design is visual.

Trust your eyes to judge and not the measuring tools of the computer or ruler. Squares always look larger than Circles with the same height. Compensate optical illusions by trusting your eye (make the circles larger).

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Create images yourself---don’t scavenge.

Commonly used stock images and graphics are often recognized as such.

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Ignore fashion.

Base your design on the meaning to be communicated and do not fall into the surrounding trends of style. These will be short lived and ultimately replaced anyway.

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Create movement in color and layout.

Static = dull.Movement = interest and attention.

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Look to history, but don’t repeat it.

Its good to look to the past to gain context of where we are and what styles evolved to newer styles, but do not repeat. Move design forward by doing your own work and in your own way.

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Symmetry is evil.

Symmetrical compositions remain static. Which breaks rule 18. The symetrical format controls the design. Break free and design your own format. It will have more movement and more poetry.

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