the principles of design the structures behind improved print design
TRANSCRIPT
![Page 1: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/1.jpg)
THE PRINCIPLES OF DESIGNThe Structures Behind Improved Print Design
![Page 2: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/2.jpg)
• The elements and principles of design are the building blocks used to create
• The elements of design can be thought of as the things that make up a layout
• Good or bad - all layouts will contain most of if not all, the seven elements of design
ELEMENTS OF DESIGN
![Page 3: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/3.jpg)
• Line can be considered in two ways:
• the linear marks made with a design toolor the edge created when two shapes meet
ELEMENTS OF DESIGN: THE LINE
![Page 4: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/4.jpg)
• A shape is a self contained defined area of geometric or organic form
• A positive shape in a design automatically creates a negative shape (aka white space)
ELEMENTS OF DESIGN: SHAPE
![Page 5: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/5.jpg)
• All lines have direction - Horizontal, Vertical or Oblique.
• Horizontal suggests calmness, stability and tranquillity.
• Vertical gives a feeling of balance, formality and alertness
• Oblique suggests movement and action
ELEMENTS OF DESIGN: DIRECTION
![Page 6: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/6.jpg)
• Size is simply the relationship of the area occupied by one shape to that of another
• Size can denote importance
ELEMENTS OF DESIGN: SIZE
![Page 7: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/7.jpg)
• Texture is perceived surface quality
• Print design largely uses implied texture (the surface of an object looks like it feels. The texture may look rough, fizzy, gritty, but cannot actually be felt)
ELEMENTS OF DESIGN: TEXTURE
![Page 8: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/8.jpg)
• aka swatches (in InDesign)• Considered to be the most
expressive element• Can create illusion of depth• Can draw attention to a
particular part• Increases visual appeal• Complementary colours help
create contrast• Monochromatic colours are tints
and shades of the same colour• Warm colours: reds, yellows,
oranges• Cool colours: blues, greens,
and purples
ELEMENTS OF DESIGN: COLOUR
![Page 9: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/9.jpg)
PRIMARY COLOURS
![Page 10: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/10.jpg)
SECONDARYCOLOURS
![Page 11: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/11.jpg)
TERTIARYCOLOURS
![Page 12: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/12.jpg)
COMPLIMENTARYCOLOURS
![Page 13: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/13.jpg)
TRIADCOLOURS
![Page 14: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/14.jpg)
ANALOGOUSCOLOURS
![Page 15: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/15.jpg)
• aka tone• Value is lightness or
darkness of a colour• Add black to a pure
colour to create a shade
• Add white to a pure colour to create a tint
• Value gives objects depth and perception
ELEMENTS OF DESIGN: VALUE
![Page 16: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/16.jpg)
• The 3fs (FFF)
• Form Follows Function• (what it looks like is not as
important as the job it is supposed to accomplish)
• A layout should help NOT hinder the message
• It should be transparent in nature (ie. your viewer should not be remarking on the layout, but rather focusing on the content)
THE #1 RULE OF PRINT DESIGN
![Page 17: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/17.jpg)
• The Principles of design can be thought of as what we do to the elements of design
• How we apply the Principles of design determines how successful we are in creating layout
PRINCIPLES OF DESIGN
![Page 18: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/18.jpg)
• Balance in design is similar to balance in physics
• A large shape close to the center can be balanced by a small shape close to the edge
• A large light toned shape will be balanced by a small dark toned shape (as the darker the shape the heavier it appears to be)
PRINCIPLES OF DESIGN: BALANCE
![Page 19: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/19.jpg)
NOT USINGBALANCECREATIVELY
![Page 20: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/20.jpg)
USINGBALANCE
![Page 21: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/21.jpg)
• Gradation of size and direction produce linear perspective.
• Gradation of colour from warm to cool and tone from dark to light produce aerial perspective.
• Gradation can add interest and movement to a shape. A gradation from dark to light will cause the eye to move along a shape.
PRINCIPLES OF DESIGN: GRADATION
![Page 22: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/22.jpg)
GRADATIONS
![Page 23: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/23.jpg)
GRADATION EXAMPLE
![Page 24: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/24.jpg)
• Where else have you seen gradation used today to present information to you?
A PAUSE FORGRADATION
![Page 25: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/25.jpg)
• Dominance gives a layout interest, counteracting confusion and monotony
• Dominance can be applied to one or more of the elements to give emphasis
PRINCIPLES OF DESIGN: DOMINANCE
![Page 26: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/26.jpg)
NOT USINGDOMINANCE
![Page 27: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/27.jpg)
USINGDOMINANCE
![Page 28: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/28.jpg)
• Nothing should be paced on the page arbitrarily
• Every element should have some visual connection with another element on the page
• Creates a sophisticated look
PRINCIPLES OF DESIGN: ALIGNMENT
![Page 29: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/29.jpg)
NOT USINGALIGNMENT
![Page 30: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/30.jpg)
USINGALIGNMENT
![Page 31: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/31.jpg)
• Repetition with variation is interesting
• without variation repetition can become monotonous
PRINCIPLES OF DESIGN: REPETITION
![Page 32: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/32.jpg)
NOT USINGREPETITION
![Page 33: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/33.jpg)
USINGREPETITION
![Page 34: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/34.jpg)
• Items relating to each other should be grouped close together
• Items in close proximity become one visual unit instead of several separate items
• Helps organize information, reduce clutter, and give structure
PRINCIPLES OF DESIGN: PROXIMITY
![Page 35: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/35.jpg)
NOT USINGPROXIMITY
![Page 36: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/36.jpg)
USINGPROXIMITY
![Page 37: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/37.jpg)
• Contrast is the juxtaposition of opposing elements e.g.. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical
• The major contrast in a layout should be located at the center of interest
• Too much contrast scattered throughout a layout can destroy unity and make a work difficult to look at.
PRINCIPLES OF DESIGN: CONTRAST
![Page 38: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/38.jpg)
NOT USINGCONTRAST
![Page 39: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/39.jpg)
USINGCONTRAST
![Page 40: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/40.jpg)
• Unity is staying on the story, telling only one thing at a time
• Unity is staying in style throughout the design
• It helps provide clear and complete communication
PRINCIPLES OF DESIGN: UNITY
![Page 41: THE PRINCIPLES OF DESIGN The Structures Behind Improved Print Design](https://reader036.vdocuments.us/reader036/viewer/2022062421/56649dd25503460f94ac8d4a/html5/thumbnails/41.jpg)
A PAUSE FOR UNITY
• Where else have you seen unity used today to present information to you?