Class 3 Powerpoint

1. Principles of Design Graphic Design School: The Principles and Practices of Graphic Design Glossary, pp. 184–187

2. Reading Recap Design principles are the unseen forces that drive the content of a design and create interaction among design elements. They are the organizational rules used in conjunction with elements to create order and visual interest.

3. Unity and Variety Unity is achieved when all the separate elements on a page look as if they coexist. Unity allows the design to lead the eye. A unified design is easier to read, remember, and absorb.

4. Unity

5. Variety Variety is the art of balancing visual contrasts and is necessary for creating visual interest Adds visual interest to a design piece, should not simply add elements to a design piece. Eliminating distractions aids in better unity

6. Variety

7. Unity and Variety

8. Unity and Variety

9. Hierarchy Group discussion What is Hierarchy? What is visual Hierarchy? How is it achieved? 5 minutes – discuss answers

10. Hierarchy Hierarchy is the prevailing influence of one element over another, which is dominance. Hierarchy is stressing the importance of one element over another, which is emphasis. Hierarchy is the established order, importance, emphasis, and movement given to visual elements.

11. Hierarchy The arranged order of a design is called hierarchy. Hierarchy determines movement through a design. Careful application of hierarchy can guide the reader to what is most important, followed by items of lesser importance.

12. Hierarchy

13. Hierarchy

14. Balance and Proximity Two design principles that are closely related to each other are balance and proximity.

15. Balance Balance is the visual distribution of elements in a composition. Elements may be symmetrical or asymmetrical. A lack of balance results in tension. Design elements are used to achieve balance.

16. Balance Balance is used to create mood. Balance helps organize the message. Balance can be created using an alignment scheme

17. Proximity It refers to the placement of design elements in relation to each other. It establishes visual continuity and harmony. It affects the relationship of design elements. It adds interest and excitement.

18. Balance and Proximity

19. Balance and Proximity

20. Balance and Proximity

21. Balance and Proximity

22. Proportion or Scale Relationship between design elements that determine the structure of a design. It is the relationship of the size of one element compared with that of another. Proportion or scale is used to establish a visual hierarchy and create variety and emphasis.

23. Proportion or Scale

24. Rhythm and Repetition Rhythm is an alternating occurrence of an element, and repetition is defined as a pattern of related juxtaposed elements. Both these principles tie together the elements in a design. Although rhythm and repetition are similar, there are some differences

25. Rhythm It can be regular or static. It can pulsate or have movement. It is typically transparent in a design. It is the pattern or arrangement of elements.

26. Repetition It forms a visual rhythm. It strengthens the overall organization of a layout. It makes layout more unified and cohesive. It is used to apply visual elements consistently on a page.

27. Gestalt “The whole is greater than the sum of the parts.” This Gestalt principle emphasizes that we perceive whole objects as well-organized patterns or groups rather than as a combination of separate parts. Gestalt Handout – discuss examples

28. Reading Assignment Graphic Design School: The Principles and Practices of Graphic Design Unit 4, “Fundamentals of Color,” pp. 92–101 Teach Yourself Visually Adobe Photoshop CS3 Chapter 6, “Paint and Draw with Color,” pp. 98–133 Chapter 7, “AdjustColors,” pp. 136–157

29. Quiz Next class: Quiz Study: notes from classes 1-4

30. Writing Assignment 3 Gestalt Principle Handout

31. LAB 3 Using the design Principles