Design Principles

Mrs. Levi

Think about it……• Who creates advertisements?

• Why do they look like that?

Design Principles are….

• Rules of design used to create an ad

• Arrangement of one or more elements for a purpose

• Ways to organize text and graphics

8 Design Principles

• Alignment• Balance• Repetition & Consistency• Contrast & Color • Font• Directional Flow

– Z Pattern• Proximity• Focus

– White space

Select one of the Design Principles from the list. After learning the principles come back the Home Page and click

another from the list until you finish all 8 Design Principles.

AlignmentAlignment is the placement of text and

graphics so they line up on the page. – Creates order – Organizes page elements – Group items – Create visual connections

Question: AlignmentThe different types of alignment are:

Choose one:

a)Right align, left Align, center align, justification

b)Center Align, Right, left align, all over align

c)Justification and horizontal

d)All of the above

SORRY!!!

Continue to next slide for answer.

Correct Answer!a) Right align, Left align, Center

align, JustificationRight

align!

Right align!

Right align!

Right align!

Right align!

Right align!

Right align!

Left Align!

Left Align!

Left Align!

Left Align!

Left Align!

Left Align!

Center Align

Center Align

Center Align

Center Align

Center Align

Center Align

Center Align

justify justify justify justify justify justify justify justify justify justify justify justify justify justify justify justify justify justify justify

Balance• Balance can be:

• Symmetrical• Asymmetrical• Radial

• Symmetrical balance is mirror image balance.

• Asymmetrical balance – -several smaller items on one side are balanced

by a large item on the other side

• Radial balance- – All elements radiate out from a center point in a

circular fashion.

Balance

• Radial • Asymmetrical• Symmetrical

Question: BalanceThe picture is:

a) Radialb) Symmetricalc) Asymmetricald) None of the above

Choose your answer above

Correct Answer!!b) Symmetrical

You could draw a line down the center of the church and it would be balanced on each side.

Repetition• Using the same or similar elements

throughout your design – Logos– Images– Titles– Colors

Repetition Repetition RepetitionRepeatedly seeing something helps you to

remember it!

– Takes 3 or more formats to stick!

What makes you read an ad?

– Less than 3 seconds for reader to decide to read the piece

Will you read it again?

– Read 1 time, 3X as likely to read it again

Consistency is recognizable and sticks!

Example : Repetition

South America

America

Taiwan

Contrast and ColorDo’s and Don’ts:• Use color in key words for added emphasis

• Use color to organize a page

• Use color to organize information in graphs, pie charts and tables

• Increase the impact of your visual with color

Contrast and Color Continued…

• Use color to portray emotions

• Add color to the most important subject in a photograph to direct the reader’s eye

• Don’t use color on thin font styles

Font•Font should simplify language

•When using fonts, only emphasize the words that need to be emphasized.

•If you use too many fonts, ideas are lost and the message becomes very hard to read.

Typeface should match the image you are going to create

Halloween Poster

Wedding Old English

Birthday PartyResume

Font (typeface)

Serif vs. Sans Serif

I started on my homeworkbut my pen ran out of ink.My hamster ate my homework.My computer's on the blink.I accidentally dropped itin the soup my mom was cooking.

sI started on my homeworkbut my pen ran out of ink.My hamster ate my homework.My computer's on the blink.I accidentally dropped itin the soup my mom was cooking.

sFeet No Feet

Serif San Serif

Question: FontThe statement below is an example of what

type of font?

Design is key!Choose One below:

SERIF SAN SERIFSERIF SAN SERIF

Correct Answer!!

Design

is key!Serif Font

have

Feet!!!

Which house is for sale?

Proximity• D i s t a n c e between words,

sentences, pictures, titles, headings, subheadings, etc.

RULES:Do: – Create a relationship among elements with

close proximity.– Use WHITE SPACE to draw attention to

something

Now, which house is for sale?

Now you can see which is For Sale because the proximity is closer!

THIS ONE!!!

Proximity

• Don’t :– Stick things in the corners or in the middle to

fill empty space

– Put too many separate elements on a page

– Leave equal amounts of white space between elements

– Put elements close together that don’t belong together!

Focus

• Elements used to attract the reader’s eyes.

This design is a good example of FOCUS because the designer used a dull background and put the turquoise bracelet at the very front .

White Space•It calls attention to something

•Blank space free of text or graphics

•DON'T confuse white space with dead space. White space is intentional; dead space is not. Dead space is merely empty pockets of space without a purpose.

TEACH

True or False: This is an example of White Space

Choose One:

• TRUE

• FALSE

Correct Answer!!TRUE

• White Space can be any color

Directional Flow

• Positioning elements to

draw the reader’s eyes

through the document.

Z-Pattern

• When scanning a paper the eyes have a tendency to move in a Z pattern.

1. What message do these fonts convey?

2. How does the color impact your thoughts?

3. Which one would you want to eat, based on their logo’s appearance?

Your DP Ad ProjectDAY 1

1.In Groups of 4 or 8

2. Divide the 8 principles between group members. Each will be responsible for 1 or 2 design principles.

3. Meet with other Members

Introduce self

Create Group Name

Decide how you want to present

Powerpoint, Prezi, Magazine, etc???

DAY 2—Group Presentation

4. You can show GOOD and BAD examples to teach your class, use PowerPoint or Prezi.

5. Practice your presentation

6. Present to class