The Principles of Design

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The Principles of Design

• Good design is both functional and appealing.

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Technological Design

• Architectural Design interior/exterior
  design and urban planning.
• Electronic Design hardware/software
• Industrial Design mechanical, fashion
  manufacturing, engineering
• Graphic Design communication, marketing,
  art

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Graphic Design

• The designer finds the most effective placement
  of the elements to best communicate the message
  to the audience.
• Size, shape,
• weight
• and CoLoR of the
• elements make a
• difference

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Visual Noise

• Visual noise is anything that interferes with
  the message being received by the intended
  audience.

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Bottom Line

• The bottom line with any design is that it
  .must first attract attention or create
  interest .then we look for the message.

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Design Principles

• Design is based on easily understood and
  identified principles which include
• Balance
• Proportion
• Contrast
• Rhythm
• Unity

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Balance

• Balance is expressed as a sense of equilibrium
• Well balanced designs are visually
• stable
• formal
• and
• conservative

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Formal Balance
elements are equally placed around the vertical
center.
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Informal Balance

• asymmetrical meaning that design elements of
  varying size, shape, weight, and color are placed
  around (but not on) the vertical center.
• This placement creates excitement and is
  effective in creating attention and interest

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Informal Balance
SIZE
SHAPE
Weight
Color
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Proportion

• Proportion is a principle that describes the
  size, location or amount of one element to
  another (or to the whole).

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Proportion in Design
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Contrast

• The purpose of contrast in design is to create
  interest.
• This is typically done by changing
• Size
• Shape
• Color
• And combining illustrations, fonts, photos etc.

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Contrast and Shape

• Contrast through shape is achieved by using
  different geometric shapes such as squares,
  triangles, circles or irregular shapes

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Contrast and Color

• All colors (hues) are derived from the three
  primary colors - red, blue and yellow
• When equal parts of primary colors are mixed
  together the result is the creation of secondary
  colors
• Blue Yellow Green

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• Complimentary colors are those opposite each
  other on the color wheel
• Hot colors are - red, yellow, orange
• Cool colors are - blue, green

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The Color Wheel

• When equal parts of a primary color and secondary
  color are mixed together the result is a tertiary
  color
• Yellow Green

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Rhythm

• Rhythm is how the eye moves across a graphic
  design
• Good rhythm helps maintain the readers interest

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• Achieved in two ways
• Repetition of shape, value or color
• Through the use of a rhythm of lines.
• It steers the audience
• attention through the
• the artwork.

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Unity

• A design that meets the original intention has
  Unity
• Affected by all the elements (Balance,
  proportion, line, shape, color, contrast) that
  combine to deliver the message.