Principles of Visual Design

Principles of Visual DesignComposition, Elements, ContentCompositionThe way that elements of a design are visually combined and arranged.Consists of the placement, alignment, grouping, visual flow, division of space, etc. of elements.Traditionally known as the Principles of Design.ElementsThe pieces that are being arranged within a composition.Could also be thought of as components or pieces.Includes the traditional Elements of Art or in Graphic Design, the logos, text, photographs, illustration, linework, borders and background of a piece.ConceptTheme, connotation, message, styleThe thought or idea behind the design.Responsible for delivery of the desired message.Design works when all three of these composition, elements and concept work in unison around a properly identified audience and purpose.CompositionPrinciples of DesignLayoutNoun or VerbA plan or design of something.The process of arranging editorial content, advertising, graphics and other information to fit within certain constraints.Sometimes used as a synonym for composition (noun).Every layout begins as empty space.It does not matter how good the element is, if it is not placed correctly it is DOOMED.Effective placement and divisions of space are like grammar for visual vocabulary.The point of design is to communicate.The Principles of Design help you communicate ideas.Principle of Unequal SpacingVariety is the Spice of LifeVarietyA Principle of DesignVariety adds interestVariety in spacing of points makes a composition interestingPointPoint, dot, spotAn Element of ArtFor our purposes today, a point is going to be a dot.A point could also represent a point of interest in a design or photographTry it.

Place one point in each of the boxes.Make sure it is placed a different measurement from each edge.

Make each composition distinctly different from the others.Now try it with two dots.

Make sure the measurement between the dots is unique as well.Instead of dots, use rectangles of various proportions.The Point?Appropriate placement of elements doesnt just happen.Become aware of the spatial relationships of the elements of your designs.The more you think about it, the more you wont have to.Division of SpaceLinesWhen a line (or implied line) is used to divide space in a design or photograph, its placement falls under the Principle of Unequal Spacing as well.Dead-center placement creates a static, uncreative image.

The viewer doesnt know where to look both halves are given equal weight.Horizon LinesAn implied line is created where the sky and the ground meet in a photograph or illustration.Placing it in the center of the space confuses the viewer is it the sky or the ground they are supposed to look at?Horizon Lines, cont.Get out your horizon line photographs and an extra piece of paper.Use the paper to crop the image move the horizon line up and down in the image.Try out extremes move it WAY up or WAY down and see what happens.When the horizon line is in the top half of the image, where do you look? What is the focus of the picture now?When the horizon line is in the bottom half of the image, where do you look? What is the focus of the picture now?Slightly Off-CenterSlightly off-center isnt much better than dead center. In fact, it could be worse.Slightly off-center makes it look like you are unsure of where to place something or were to lazy to do it right.OWN the placement of your elements! It is better to be extreme in the placement of elements than wishy-washy.The RulesWhy You Have to Learn ThemWhy Rules?Rules help you develop an understanding of how design works.Rules tell you what a design is trying to communicate.Rules tell you how to accomplish a look, feeling or idea visually.You learn the rules so you know when to break them.For InstanceThe Principle of Unequal Spacing creates visual movement and interest within a piece.What if you dont want visual movement?You would place it dead center. Centering the point of interest draws immediate and final attention.HomeworkObserve the world around you.Look at design work in magazines, newspapers, advertisements, movie postersExamine the placement of the point of interest in these images.How often do you see dead-center placement? What kind of designs use this? Why do you think that is?