graphic design & techniques - purdue universityjmehr/106/graphic... · proximity & unity...
TRANSCRIPT
Graphic Design & Techniques
Adapted from Ryan Horne and Jacci Howard Bearhttp://desktoppub.about.com/od/designprinciples/l/aa_pod1.htm
Six Basic Principles of Design
Balance
Proximity
Alignment
Repetition
Contrast
White Space
Balance Visual balance comes from arranging elements on the page so that
no one section is heavier than the other. Or, a designer may intentionally throw elements out of balance to create tension or a certain mood.
Items that offer balance to each other do not have to be identical or duplicates. A shaded block of text can provide balance to a photo on a page.
Proximity & Unity
Group related items together. Place items physically close to each other, so the related items are seen as one cohesive group rather than a bunch of unrelated bits.
In design, proximity or closeness creates a bond between people and between elements on a page. How close together or far apart elements are placed suggests a relationship (or lack of) between parts.
Alignment
Nothing should be placed on the page randomly. Every item should have a visual connection with something else on the page.
How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read. It can create a stronger cohesive unit or bring excitement to a stale design.
Repetition
Repeat some aspect of the design throughout the piece. You can repeat color, shape, spatial relationships, line thicknesses, sizes, etc.
Repeating design elements and consistent use of type and graphics styles within a document - or series of documents - shows a reader where to go and helps them navigate your designs and layouts safely.
Repetition can be thought of as “consistency.”
Contrast
The idea behind contrast is to avoid elements on the page that are merely similar. If the elements (type, color, size, line thickness, shape, space, etc.) are not the same, then make them very different. Contrast is often the most important visual attraction on the page.
In design, big and small elements, black and white text, squares and circles, can all create contrast.
White Space
Designs that try to cram too much text and graphics onto the page are uncomfortable and may be impossible to read. White space gives your design breathing room.
Sometimes smaller text and increased leading makes handouts/flyers appear more readable and less cramped.
Good Aspects:~ Use of borders and shading~ Headlines stand out~ Format is balanced
What could be Improved:~ More white space!