Principles of DesignPrinciples of Design

Communications Technology

Principles of DesignPrinciples of Design

1. Balance

2. Rhythm

3. Proportion

4. Contrast

5. Unity

6. Variety

BalanceBalance

All elements are placed in a way that gives an impression of steadiness.

There are two type of balance:1) Formal and 2) Informal

Design Principle 1

Balance - FormalBalance - Formal

Is achieved when a line drawn through the center of the design would create two halves that are similar to one another, or mirrors one another.

Formal balance gives a sense of stability.

Design Principle 1

Is a balance of objects placed on the page that may look different but have equal weight to the eye.

Larger, heavier objects must be placed nearer to the center of the page and smaller, lighter objects must be placed further away from the center to maintain the balance.

Balance - InformalBalance - Informal

Design Principle 1

It allows for a more flexible placement of message elements in the layout.

This will creat a feeling of excitement, energy and life in the design.

Balance - InformalBalance - Informal

Design Principle 1

Rhythm of a design is how the placement of page items causes the reader’s eye to move across, down, and/or around the page.

In graphic design, rhythm occurs when a certain element is repeated.

RhythmRhythm

Design Principle 2

It can add movement to a design.

Good rhythm helps the reader maintain interest in the design.

RhythmRhythm

Design Principle 2

Has to do with the size relationship of one part to another.

The size of each object should be based on the importance of the object in the message to be communicated.

The rule is that more important items should be larger than less important.

ProportionProportion

Design Principle 3

Also applies to the type as as to graphical objects.

Body text may take up most of the page, but the title lines set in a larger size will be noticed first.

ProportionProportion

Design Principle 3

The purpose of contrast in design is to create interest in the product.

Interest is typically created by change in size, shape, colour, tone, typeface and direction.

Illustrations, photos, and type can individually be varied insize and weight to create a visual interest.

ContrastContrast

Design Principle 4

The use of plain text, bold, italic,outline, shadow, underline and varying font point sizes adds contrast and serves to emphasize areas or words in the message.

Shape can be achieved by varying geometric shapes such as squares, rectangles, or triangles.

ContrastContrast

Design Principle 4

Colour affects people in different ways. Red, yellow and orange are warm colours. Blue violet and green are cool colours associated with water. Brown and green are earthy colours.

Reverse Image Lettering is a very effective means of providing contrast in a printed message.

ContrastContrast

Design Principle 4

Unity is the most important of all the principles of design.

Unity deals with the overall impact off all the various page items and whether the design actually does what it was intended to do

A design that effectively and efficiently communicates the message to the audience has good unity.

UnityUnity

Design Principle 5

Unity is most affected by element shape, element position, and type style. Using several different type sizes and styles in a layout causes it to appear confusing and disorganized.

To achieve unity, the relationship of one element to another in placement must be considered.

Each graphic and text needs to be placed on the page in a pleasing relationship with one another.

UnityUnity

Design Principle 5

Variety is difference. Variety in graphic design may add interest

and excitement. Good variety should be simple yet

creative, too much variety can be too chaotic.

The design should be appropriate to the subject matter of the printed piece.

VarietyVariety

Design Principle 6

What age group affects the amount of variety you may use.

The younger the audience, the more variety you choose to use while and older more mature audience may appreciate a more traditional look or approach.

VarietyVariety

Design Principle 6

Whatever design principle you may use in your production, GOOD PLANNING is necessary to avoid last minute problems.

It is the designer’s responsibility to see that the publication is produced in an acceptable manner.

The placement, size, shade, and style of the objects are designed to get one’s attention, draw you into the content, keep your attention, and deliver the message.

ConclusionConclusion

Conclusion

Good design is often the result of trial and error.

Utilizing the concepts behind the principles of design will result in a great piece of graphic art.

ConclusionConclusion

Conclusion

1. Consider the audience

2. Be consistent

3. Keep it simple

4. Avoid static balance

5. Establish a dominant element

6. Use images and symbols to enhance the message

7. Utilize white space

GuidelinesGuidelines

Guidelines for Good Design

The basic guidelines for GOOD DESIGN are:

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