graphic communications - anasayfa
TRANSCRIPT
İİTTÜÜ--SUNY SUNY 20042004--2005 2005 FallFall
Lecture 6: Design Principles
Assoc. Assoc. Prof.DrProf.Dr. . CengizhanCengizhan İİpbpbüükerker
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GraphicGraphicCommunicationsCommunications
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Design Principles Overview•Figure/Ground
•Alignment
•• Symmetry
•• Balance
•Gestalt
•Closure
•Continuance
•Similarity
•Proximity
•Grid Design
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Figure | Ground
§§Positive Space
The one or more shapes we pay attention to
Remembered better
Negative Space
The field which the figures rest on or in front of
Not often remembered
Can be used for effect; Something floating in empty space stands out more.
Negative space keeps a design clear and focused.
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Strong Figure/Ground
Kandinsky, Upward 1929 A Korean War Photograph, Christ 1951
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Ambiguous Figure/Ground
M.C. Escher, Sun and Moon 1948
The Rubin Vase Illusion
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The Zen of Figure/GroundThe essence of the bowl is the part which is missing
The negative space surrounds and describes the positive space.
The positive space divides and defines the negative space.
Neither figure nor ground can exist without the other.
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AlignmentAlignment gives the viewer visual clues that items that are not the same kind of information are part of the same message
Elements can align along either their edges or centers.
Nothing should be placed arbitrarily.
Every element should have a visual connection to related elements in the design.
In some cases, a grid can be used to strengthen visual bonds between elements.
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AlignmentConsider these two posters:
Alignment Realty
123 Main St.
Open HouseNovember 14-16
Alignment Realty is…QualityLoyalty
Integrity
Free Pizza!Come in out of the cold to help us celebrate our 100th anniversary
serving the community by buying some expensive new homes.
Alignment Realty
123 Main St.
Open HouseNovember 14-16
Alignment Realty is…QualityLoyaltyIntegrity
Free Pizza!Come in out of the cold to help us celebrate our 100th anniversary serving the community by buying some expensive new homes.
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SymmetrySymmetry involves mirroring an image over one or more axes.
Formal Symmetry is a mirroring over a single, vertical axis.
• Does not call attention to any particular part of the design.
• Can look very solid and stable.
• Can look very uninteresting and dull.
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SymmetryNear Symmetry mirrors an image across one axis, but changes one of the images slightly.
Inverted Symmetry mirrors an image over an axis and then inverts it.
• Can be unsettling.
• Creates visual interest.• Maintains stability.
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Thinking About Balance
This see-saw is balanced.
This one is balanced, too. So is this one.
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Balance : Visual Weight
Elements that contrast with its surroundings have more visual weight.
Visual weight is an aspect of the visual impression of objects, which influences that object’s ability to grab, and hold, the viewer’s attention.
SizeValue Color
Shape Texture
Subject Matter
IsolationContrast
The visual weight of an element is affected by:
Isolated elements have more visual weight.
Large elements have more visual weight.Darker elements have more visual weight.Elements with saturated colors have more visual weight.Complex shapes have more visual weight.Distinctly textured elements have more visual weight.Recognizable subject matter has more visual weight than abstract elements
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Balance : Two Directions
Compositions should be balanced —though not necessarily symmetrical — along both horizontal and vertical axes.
Err on the side of a visually heavy bottom, which is perceived as stable.
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Balance : Examples
Mehemed Fehmy Agha 1935Whole Earth Catalog 1971
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Gestalt
• German word meaning “form” or “configuration”
• A form of psychology interested in the organization of human cognitive processes and patterns in human behavior.
• Gestalt theories of human perception can help designers– Give evidence of how the eye organizes visual
information.– Control and balance unity and variety in a composition.– Guide a viewer’s eye through a composition.
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Gestalt Theory of Visual Perception
• The parts of a visual image may be considered, analyzed, and evaluated as distinct components.
• The whole of a visual image is different from and greater than the sum of its parts.
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Gestalt:Examples
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Good Form• A person will naturally organize sensory input into the
simplest possible form– Simple– Symmetrical– Predictable
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Closure
Closed shaped are more visually stable than unclosed shapes.
If enough significant information is available, the mind will close gaps and complete unfinished forms.
We tend to view this figure as three black circles covered by a white triangle, rather than three partial black circles.
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Closure: Example
Scott Bauer
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ContinuanceOnce a viewer starts to look in a particular direction, his eyes will continue in that direction until they are diverted by something significant
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Viewers’s eye
• How can we lead the viewer’s eye?– Lines and arrows– Eye direction– Objects in the scene– Perspective– Motion
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Continuance: Example
Mervyn Kurlansky/Polaroid Europe, 600 Plus Film Poster
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SimilarityElements that look alike will be linked mentally by a viewer.
Elements grouped by similarity need not even be that similar…only in relation to the other elements on the page.
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RepetitionRepetition of design elements is one way to use similarity to your advantage in organizing information, especially when working across documents.
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Similarity: Examples
Lorraine Louie,Vintage Contemporaries series
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Similarity:Examples
Giorgio Pesce, IAS Magazine Covers 2000
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ProximityWhen two objects are placed near to each other, they are viewed as related.
However, if other objects have a closer proximity, that same space can separate them.
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Proximity: ExamplesConsider these two business cards:
Rocky Sharp
123 Main St. Wherever, UR 01234
(432)555-1234
Rocky Sharp
123 Main St.Wherever, UR 01234(432)555-1234
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Grids• A grid is an geometric structure applied to a page
– May be implicit or explicit
• Modules are the individual units of the grid– Design elements are placed within one or more modules
Lynch and Horton, Web Style Guide
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Why use grids?• Grids allow for easy reading of complex data
• Grids provide consistency to collections of documents
• Grids bring order to large collections of visual material
• Grids focus the reader on content, not presentation
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Using grids• Analyze the requirements of your
design– Form factor– Content
• Plan a grid– Remember: it doesn’t have to be
regularly spaced!
• Add content to the grid– Place text and images
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Grids: Example
Lynch and Horton, Web Style Guide
ReferencesReferences
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http://courses.umass.edu/cs391f/lecture.htmlhttp://courses.umass.edu/cs391f/lecture.html
Lecture Slides of the course CMPSCI 391F FUNDAMENTALS OF GRAPHIC COMMUNICATIONBy By Brandon Goldsworthy & Tony Sindelar Brandon Goldsworthy & Tony Sindelar
Caitlin Bailey & Michael Pillsbury Caitlin Bailey & Michael Pillsbury University of MassachusettsUniversity of Massachusetts
Gregg Berryman, Notes on Graphic Design and Visual Communication, Crisp Publications, 1990ISBN: 1560520442