•  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