ful

1
From Powerless to
ful
2
Contrast
Alignment
Proximity
Design Principles
3
Repetition
Repetition
Repetition
Design Principles
Design Principles
Design Principles
Design Principles
4
Gestalt PrincipleSimilarity

• Identical visual units will be seen together in
  groups. Similar objects are defined by shape,
  size, color, and direction. Notes on Graphic
  Design and Visual Communication, p. 9, Berryman

5
Gestalt PrincipleSimilarity
6
RepetitionDONT

• Change design on each page
• Use different color scheme on each page

7
RepetitionDO

• Repeat design on pages or slides to give unified
  look
• Repeat color scheme on each page or slide

8
RepetitionDONT

• Use different typefaces for heads, subheads

Art Department Newsletter Graphic Design
Yesterday at the department meeting we agreed on
the following we will require student
portfolios we will grade these
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RepetitionDO

• Use same typeface for both headlines and subheads

Art Department Newsletter Graphic Design
Yesterday at the department meeting we agreed on
the following we will require student
portfolios we will grade these
10
Gestalt PrincipleContinuation

• Organization in perception leads the eye to
  continue along and beyond a straight line or
  curve.Notes on Graphic Design and Visual
  Communication, p. 9, Berryman

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Gestalt PrincipleContinuation
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RepetitionDONT

• List series of items in sentence

Please follow these steps when using the
computer load paper in printer turn printer on
turn hard drive on turn monitor on scan disk
for viruses.
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RepetitionDO

• Repeat direction to show continuation

• use bullets
• items are seen as a unit
• viewer follows the vertical line created by
  bullets
• logical order is created

14
RepetitionDONTMix lots of typefaces

• Confusing
• Destroys hierarchy of information
• Information difficult to read

15
RepetitionDOUse only 1 or 2 typefaces

• Choose no more than 2
• Select fonts for contrast
• Use each consistently
• one font for headlines subheads
• the other for text

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Alignment
Alignment
Alignment
Design Principles
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Gestalt PrincipleContinuation

• Organization in perception leads the eye to
  continue along and beyond a straight line or
  curve.Notes on Graphic Design and Visual
  Communication, p. 9, Berryman

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Gestalt PrincipleContinuation
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Center aligned
AlignmentDONT

• Create unnessary eye movements

• Left aligned text
• More left aligned text

More centeredinformation
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AlignmentDO

• Align items for quicker scanning
• Align items for easier reading
• Easier to group related items

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Proximity
Proximity
Design Principles
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Gestalt PrincipleProximity

• Perceptual groupings are favored according to
  the nearness of parts. Closer parts form groups
  by visually uniting.Notes on Graphic Design and
  Visual Communication, p. 9, Berryman

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Gestalt PrincipleProximity
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ProximityDONT

• Put labels far away from graphics

The City by Fernand Leger
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ProximityDO

• Put captions next to pictures
• Put related information close together

The City by Fernand Leger
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ProximityDONT

• Put too much space between headline and text

This is a headline its too far away This is
the text that follows the headline. See all the
space between the two? Unless the two are placed
close together, they are perceived as separate
units.
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ProximityDO

• Put the headline close to text

This is a headline or subhead This is the text
that follows the headline. There is only a small
space separating the two. When placed close
together, they are perceived as a unit.
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ProximityDONT

• Put same amount of space above and below subhead.

This is the text above the subhead. This is the
subhead.This is the text that follows the
subhead. There is only a small space separating
the two.
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ProximityDO

• Rule Put more space above subhead than below it.

This is the text above the subhead. This is the
subhead. This is the text that follows the
headline. There is only a small space separating
the two. When placed close together, they are
perceived as a unit.
2X
X
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Contrast
Contrast
Contrast
Contrast
Design Principles
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Gestalt PrincipleFigure/Ground

• The fundamental law of perception which allows
  us to read imagery.Notes on Graphic Design
  and Visual Communication, p. 9, Berryman

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Gestalt PrincipleFigure/Ground

• figure positive elements
• ground background, field, white space, negative
  space
• Focal point what we see first
• Focal point what we perceive as the figure

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Gestalt PrincipleFigure/Ground
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T
T
background
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ContrastDONT

• Make background and text too similar

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ContrastDO

• Make background and text as different as possible.

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Contrast DONTUse busy backgrounds

• Distracting
• Confusing

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Contrast DOUse simple background

• Less is more
• Keep background graphics to minimum

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ContrastDONT

• Make heads, subheads, text the same size, weight

Todays topic (24 pt. Reg.) Chapter 1
Renaissance Leonardo da Vinci Michelangelo Rapha
el
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ContrastDO

• Establish a visual hierarchy

Todays topic (40 pt. Bold) Chapter 1
Renaissance (36 pt. Reg) Leonardo da Vinci,
Michelangelo, and Raphael were three important
artists of the Italian High Renaissance. Many of
you probably thought they were Mutant Ninja
Turtles. (24 pt. Regular)
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Contrast DONTUse large blocks of text

• Difficult to scan
• Boring

Your assignment for Thursday will be to read
chapters one and two in the text book. Then you
will read supplementary article 10 in the
coursepack. Afterwards, answer questions 1-20 at
the end of chapter two. Then study for the quiz
that will be given on Monday.
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Contrast DOUse bullets

• Phrases rather than sentences

• Thursdays assignment
• Read chs. 1 2 in text
• Read article 10 in course pack
• Answer questions 1-20 at end of chapter 2
• Study for Mondays quiz

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ContrastDONTUse outlined text boxes

• Amateurish
• Box becomes more important than text

When you put text in outlined text boxes, the box
becomes more important than the text.
Same thing with heads subheads
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ContrastDOUse big, bold heads subheads
Headline
subhead
subhead
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animation
animation
animation
animation
animation
animation
animation
animation
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ContrastDONTUse distracting animation

• Avoid unnecessary movement

• Avoid movement from several different directions

• Avoid movement that slows reading

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ContrastDOUse animation sparingly

• Use no more than one sound
• Use only one visual effect per slide

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sound
sound
sound
sound
sound
sound
sound
sound
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ContrastDONTUse unnecessary sound

• Distracting
• Delays presentation

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ContrastDOUse sound for effect

• For background

• To emphasize a point

• To get attention

• To create a mood

• For special effect

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To create a mood
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graphics
graphics
graphics
graphics
graphics
graphics
graphics
graphics
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DONTUse large files

• Slows down presentation
• Monitor only displays 72 pixels per inch
• Requires more memory

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DONTUse large files
568x868 pixels at 72 dpi file size 93.5 K
Smaller but still 93.5 K
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DOMake files small

• Less Memory
• Speeds presentation up

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DOPlan ahead
568x868 pixels at 72 dpi resized to 200x305
pixels file size 93.5 K
200x305 pixels at 72 dpi file size 19.2 K
They look the same!
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Graphics Isomorphic CorrespondenceDONT

• Too many details

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GraphicsDO

• Use generic images

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Graphics Isomorphic CorrespondenceDONT

• Too many details

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GraphicsDO

• Use generic images

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And alwaysDO

• Have at least one backup!
• Paper copy
• Transparencies
• Another computer

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And finallyBMI

• Better make it interesting!!!!!

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References

• The Non-Designers Design Book by Robin Williams.
  1994. Peachpit Press
• Notes on Graphic Design and Visual Communication
  by Gregg Berryman. 1990. Crisp Publications
• Visual Thinking by Rudolf Arnheim. 1969.
  University Of California Press

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