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Principles of Graphic Design. Shape/ Container Relationship The size and visual weight of a design...
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Transcript of Principles of Graphic Design. Shape/ Container Relationship The size and visual weight of a design...
Principles of Graphic Design
Shape/ Container RelationshipThe size and visual weight of a design element can help
convey the meaning of your message. Packaging is important Most people are affected by the shape of the container
(page or monitor holding the visual element). Fold a page vertically- it is perceived to be elegant, slim
and pricy Fold the page horizontally- is perceived squat and cheap
Items position on a page also conveys unconscious messages
Graphic designers are often asked to rework product into different containers.
This principle will be evident because the physical shape of the design adds value or meaning
Ex. A heart shaped Valentine’s Day Card. A design that uses a unique shape instead of the standard square
or rectangle.
Balance
Balance refers to the arrangement of shapes, illustrations and text on
a page.The idea is to arrange elements within a layout so they
create a harmonious composition. 3 types:
Formal BalanceThe placement of visual effects with
equal distribution of visual weight on the left and right side of the imaginary center vertical axis.
Left and right side are mirror images
Used to give appearance of solidity, tradition,reliability and other dependable ideals
Formal BalanceExample 1:
Example 2:
Informal (Asymmetrical)Balance More common than Formal Balance Does not rely on centered effect Left and right sides of page do not
need to mirror each other Elements counterbalance each other Gives appearance of modern,
trendy, energetic, free-spirited, fresh, casual and smart
Examples of Informal Balance
Example 1:
Example 2:
Radial Balance Variation on formal
balance Arrangement of visual
elements around a central point
Promotes concept of equal partnership, teamwork and unity
Least used Think of spokes of a
wheel
BALANCE
BALANCE- Rule of Thirds Most designs can be made more
interesting by visually dividing the page into thirds vertically and/or horizontally and placing the most important elements within those thirds.
In photographic composition this is often achieved by dividing the page into thirds both vertically and horizontally and placing your most important elements at one or more of the four intersections of those lines
WHAT???
Examples
BALANCE-Visual Center Placing important elements or the
focal point of the design within the visual center is another design trick.
The visual center is slightly to the right of and above the actual center of a page.
Balance- Visual Center
Grids and Balance Constructing the underlying structure of
a piece is complicated, but essential for most designs.
Most balanced designs (and even unbalanced ones) rely on a grid. Grid- invisible structure (visible while
working in page layout program) helps ensure that all elements are placed in the right location to achieve balance as well as to help with continuity and consistency of design.
Grids
White Space This principle is similar to
Negative/Positive space It differs in that it focuses on creating
white space, or on the absence of text and graphics.
It breaks up text and graphics. It provides visual breathing room for the
eye. Add white space to make a page less
cramped, confusing, or overwhelming.
See what I mean?
Z Pattern People generally move across a printed
page from left to right Eye starts at the upper-left corner, travels
across to the top-right corner, moves diagonally to the lower-left corner and then moves across again to finish at the bottom lower-right corner.
Creates visual interest Should have some heavy element at the
bottom right of layout to stop viewer’s eye
“Z” Pattern
Rhythm Visual Rhythm helps to set the tone, pace
and progression from start to finish Repeating the shape, size and value of
elements in a layout can set the mood for a piece and reinforces the overall tone
People look at larger elements first Larger elements have a slower rhythm Smaller elements have a faster rhythm People look at darker elements before
lighter ones People look at unusual shapes before
conventional ones
Rhythm Example
Contrast Contrast occurs when two elements are
different. The greater the difference the greater
the contrast. The key to working with contrast is to
make sure the differences are obvious. Four common methods of creating
contrast are by using differences in size, color, and type.
Contrast Example
Alignment Alignment is the placement of text and
graphics so they line up on the page. Use alignment to: create order organize page elements group items create visual connections
Types Horizontal Vertical Edge- aligns along top,bottom,left or right edges Center Visual or Optical- may not be precisely aligned
but appear aligned to the eye
Alignment Example
Proximity/ Unity The law of proximity states that objects near
each other tend to be seen as a unit. It is important to keep this law in mind when
designing print and web based materials. One should always focus on how the intended
audience will interpret the graphics you use. This is especially important in cases when an
image plays a vital role in the ability to interpret the message behind it.
Usually, designs that depict proximity have borders or other elements that make all the separate elements of a design appear as one.
Proximity/Unity
Principles ListMake sure that you find examples of each of the following
principles. Shape Container/Relationship Formal Balance Informal balance Radial Rule of Thirds Visual Center Grids White Space Rhythm Contrast Alignment Proximity/Unity