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Design principles
The document discusses basic design principles including balance, rhythm, proportion, dominance, and unity. It also covers basic design elements such as color, line, shape, form, and texture. Additionally, it outlines principles of layout and composition like the rule of thirds and grid-based layout. Finally, it addresses communication principles involving typography and separation of concerns.
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Design principles
- 1. d e signpr in ciples wh at yo u ne e d to kno w
- 2. Contents at aglance • Basic principles of design • Basic elements of design • Layout and composition • Communication
- 3. Basic principles ofdesign • Balance • Rhythm • Proportion • Dominance • Unity
- 4. Balance • Relation ofelements in composition with regards to their visual weight. • Relation to ideas of physical structure. • Mass, gravity, edge. • Symmetrical and Asymmetrical.
- 5. Balance Horizontal Symmetry
- 6. Balance Approximate Horizontal Symmetry
- 7. Balance Asymmetry
- 8. Rhythm • Repitition ofelements with set intervals. • Create a sense of movement. • Regular, flowing and progressive rhythm.
- 9. Rhythm Regular
- 10. Rhythm Flowing
- 11. Rhythm Progressive
- 12. Proportion • Relative sizeof different elements in terms of scale. • Also relates to balance and symmetry. • Can also be used to describe depth.
- 13. Proportion Proportion
- 14. Proportion Proportion - Depth
- 15. Dominance • Can alsobe described as emphasis. • Distribution of weight through various elements.
- 16. Dominance Dominance
- 17. Dominance Dominance
- 18. Unity • Relation betweenelements of a design and the compostition as a whole. • Tie it together to show wholeness. • Break it apart to show variety. • Principles based on Gestalt theory of how our mind organizes visual information.
- 19. Unity Unity Gestalt
- 20. Basic principles ofdesign
- 21. Basic elements ofdesign • Color • Line • Shape • Form • Texture
- 22. Color and Line • Color ◦◦ Meaning in different contexts and cultures. ◦◦ Red = Love OR Red = Danger/Warning ◦◦ Statistical preferences according to how the eye works. • Line ◦◦ Direction, purpose, intent. ◦◦ Lead gaze or obstruct gaze.
- 23. Shape and Form • Shape ◦◦ The two dimensional shape of an object. ◦◦ Recognition of objects and weight. • Form ◦◦ Three dimensional shape of an object. ◦◦ Shows volume and depth. ◦◦ Relation to real world - like in greyscale.
- 24. Texture • Relates tothe tactile response of touching physical objects. • Design of some software applications. • Sense of realness.
- 25. Layout and composition • Rule of thirds ◦◦ If dividing a frame into thirds horizontally and vertically. ◦◦ The focus should be place on one of the intersections of those lines. ◦◦ The focus element should be differentiated from the background by contrast in either colour, shape, or form. ◦◦ There should be elements leading the gaze into that position.
- 26. Layout and composition • Grid based layout ◦◦ Based upon laying out items to align to a pre-defined grid to ensure balance, unity, and harmony.
- 27.
- 28. Layout and composition ◦◦ Editorial layout ◦◦ Applicable to content heavy designs
- 29. Communication • Typography ◦◦ Legibility vs Readability ◦◦ Design elements at the root. ◦◦ What are you saying? • Separation of concern ◦◦ What is the job? ◦◦ Keep elements grouped logically in consumable “chunks”. ◦◦ Focus on the purpose in choosing content.