Post on 13-Apr-2017
• DesignPrinciples• DesignElements
• Layout• Fonts• ColorPale7e• Images
DesignPrinciples
FocalPoint
Rhythm
Unity
An area of interest that attracts the viewer
May be the smallest area or only area of color
May be created with proportion = relative size of an object as measured in comparison to another
FocalPoint
Rhythm
Unity
Engaging the senses: the rhythm of artwork creates a sensation, evoking sight, sound, touch, motion
Charles Burchfield. The Insect Chorus. 1917. Opaque and transparent watercolor with ink and crayon on paper, 1’ 7 7/8”x 1’ 3 7/8” (50 x 40 cm). Munson-Williams-Proctor Institute. Museum of Art, Utica, New York (Edward W. Root Bequest), 58.104. "
Albert Renger-Patzsch. Buchenwald in Herbst (Beech Forest in Autumn). 1936. Silver gelatin print, 8 3/4”x 6 3/8” (22.2 x 16.2 cm). The Metropolitan Museum of Art, Warner Communications, Inc., purchase fund, 1980; 1980.1063.1. "
PhilipGuston.Transi?ons.1975.OilonCanvas,5’6”x6’81/2”(167.6x204.5cm).SmithsonianAmercianArtMuseum,Washington,DC.BequestofMusaGuston.
Hiroshi Sugimoto. U.A. Play House. 1978."
Used to different type of feelings:
• Symmetrical: classicism, stability, formal
• Asymmetrical: dynamism, movement, casual
FocalPoint
Rhythm
Unity
Unity = visual harmony is achieved with whatever elements are used
DesignElements
Line
Shape
Pattern
Texture
Value
Color
Space
Motion
Create interest by interrupting the repetition (image by San Mung, Prism)
Add color and you can change the texture, tone and message completely
Sue Hettmansperger. Untitled Drawing. 1975. Watercolorand pencil, 1' 11" x 2' 1" (58 x 64 cm). Collection of North Carolina National Bank."
Usevaluetocreateform
James Turrell. Meeting. 1986. Warmandcoolcolorsforsimultaneouscontrast
Figure/Groundrela?onships
(AscendingandDescendingbyM.C.Escher)
Layout
Careful control of visual hierarchy is a key aspect of the design decisions we have to consider.
1. Most Important
2. Least Important
3. Everything else in between
Poster by Rebecca Foster
Fonts
Limityourfontchoicesto3andusefancyfontsforheadlinesonly
ColorPale7e
Limityourcolorpale7eto3
You’ll tend to get a more pleasing final result if you stick to three colors in your color scheme.
Manyofthemasters’pain?ngsuseverylimitedpale7es
If more colors are needed, try using tints or shades of a color
Choosecolorsthatareappropriateandbeawareofculturaldifferences
In some countries, yellow has very different connotations. In Egypt, for example, yellow is for mourning. In Japan, it represents courage, and in India it’s a color for merchants.
Images
Use the rule of thirds
Horizontal horizontals
Framing
Fill the frame
Try different angles
Avoid harsh sunlight and zoom in
Uncluttered background
Usevisualmetaphors
andPuns
CleanupyourmessClean Designs Reduce the
Effort Needed to Find Information
Consider Alignment, Size, Contrast, and Extras
BestPrac?ces
• Create a layout with strong visual hierarchy
• Use the power of 3:
- Layout
- Fonts
- Color Palette
• Image cropping and positioning
• Unity is the ultimate goal