dr. susan codone mercer university principles of design tco 285 dr. codone
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Dr. Susan CodoneMercer University
Principles of Design
TCO 285
Dr. Codone
Dr. Susan CodoneMercer University
Focus & Emphasis
Element to which an eye looks first in a visual composition.
Most effective when surrounded bywhite space (or negative space).
Usually created by use of displaytype for titles and headings. Imagescan provide focus also.
Dr. Susan CodoneMercer University
Contrast
This principle states that visual elements on a page should look distinctly different from each other. This adds visual variety and is closely related to emphasis.
Dr. Susan CodoneMercer University
Balance
Achieved by the way elements are distributed on a page to achieve a clear layout.
Two kinds:
Symmetrical• Mirroring of elements so that there is an equal distribution of
weight on left & right or top & bottom
Asymmetrical• Counterbalance of contrasting elements not fixed around the
center
Dr. Susan CodoneMercer University
Balance
Asymmetrical Symmetrical
Dr. Susan CodoneMercer University
Alignment
Alignment means that visual connections formamong page elements so that their edges or axesline up with each other.
Dr. Susan CodoneMercer University
Repetition
A design strategy in which repeating lines, shapes, images and other visual elements establish a unified, cohesive design.
Dr. Susan CodoneMercer University
Visual Weight
Impact an element has on an eye
Controlled by size and number, density, and anomaly.
Dr. Susan CodoneMercer University
Directional Flow
The direction the eye moves as it perceives a design.
Not typically present in symmetrical designs; in asymmetrical balance, elements are used to lead the eye to emphasized words or phrases.
Images should face text on a page, directing the eye to the text.
Dr. Susan CodoneMercer University
Examples of Directional Flow
Dr. Susan CodoneMercer University
Text Direction & Placement
We read from top to bottom & left to right; thus
the eye tends to scan a page in the same way
in a “Z” pattern.
ZPages should be designed in this pattern with
landmarks for the eye to follow; the lower right
corner is the spot where the eye ends after a
quick glance – so include important info here.
Dr. Susan CodoneMercer University
Unity
The overall look that holds the composition together visually.
Accomplished when:• a page has clear focus• is well-balanced• has a fluid directional flow• utilizes appropriate elements that are internally
consistent from page to page.
Dr. Susan CodoneMercer University
Example of Unity
Dr. Susan CodoneMercer University
Visual Identity
Nonverbal image closely associated with a company or organization.
A company’s visual identity is the result of a unified set of design elements present in the materials the organization produces, and which conveys its image to the public.
Dr. Susan CodoneMercer University
Anomaly
A single design element that looks different from a group of other elements, and makes this element stand out. This anomaly has greater visual weight than the whole group.
Example