1. Design Elements and Principles
National 5 Graphics
Design Elements and Principles

2. Nat 5 Layout Elements & Principles
Creative Techniques for effective promotional graphics
You must be confident with the following:
Alignment
Dominance & Emphasis
Line
Unity and Depth
Contrast

3. Nat 5 Layout Elements & Principles
Use of colour
Warm
Cool
Contrast and Harmony
Advancing and Receding
Moods
Reflection and Shade

4. Alignment Good alignment helps improve the structure of a layout
It makes a page feel organised and easy to follow
It contributes to neatness and sharpness

5. Design Principles Alignment . Why use it ? Trinity High School
Alignment: In Order to Create Visual Unity The principle of alignment states that the designer should use alignment of elements such as text and images as a tool to create visual unity or organization. Designers recommend that each element placed should have at least some alignment with another element on the page.
Basic forms of alignment look for the imaginary line.
Lack of Unity; Poor Alignment
Visual Unity Through Alignment
Good example of Alignment between text and image. (Look for the imaginary lines)
Poor example of Alignment between text and image.
Why use it ?
Good alignment is invisible. Most readers won't consciously notice that everything is lined up neatly but they will feel it when things are out of alignment.
Trinity High School
CALDERGLEN HIGH SCHOOL

7. Poor Alignment

8. Good Alignment

9. Alignment (Text) Text Layout
This is an example of text which has been justified to the left. This is an example of text which has been justified to the left. This is an example of text which has been justified to the left.
Text Layout
The layout of text in a column can be altered in four main ways.
This is an example of text which has been justified to the right. This is an example of text which has been justified to the right. This is an example of text which has been justified to the right.
Normally text is JUSTIFIED to the LEFT
However it can also be justified in other ways
This is an example of text which has been justified to the centre. This is an example of text which has been justified to the centre. This is an example of text which has been justified to the centre.
The following examples show text justified:-
RIGHT
CENTRE
This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text. This is an example of fully justified text.
FULLY

10. Emphasis Dominance & Emphasis Dominance
Occurs when one item stands more than others – it dominates the layout
Emphasis
This happens when an item is made more eye-catching

11. This layout has been aligned carefully but lacks visual impact
The space is filled but there is no visual impact
The images are too similar in size and are spread out around the layout
The product name does its job but lacks impact

12. This layout is made more effective by:
Creating a focal point by enlarging an image and positioning it carefully
Grouping smaller images and scaling them down to make the focal point more dominant
Change the font to create contrast
Use an underline to add emphasis
Leaving white space around the product name to emphasise it
Reducing the number of colours to add contrast: the background colour pushes the images forward
This layout now has a dominant focal point, an emphasised product name, a structured layout and a simple but effective colour scheme.
It now has VISUAL IMPACT

13. Effective use of dominance, emphasis, unity and contrast

14. Lines
Lines can be an important element in layout
They are used to separate parts of the layout, connect parts of the layout or create emphasis by underlining features

15. Lines Can Provide Texture
Lines can be used in a variety of ways in a layout:
They help
to organize information; They can direct your readers' eye as to the organization of
the layout;
They can create a mood; And, they can give rhythm and movement.
For example, lines can organize information on your page. A line can define the
boundaries of your page. Vertical or horizontal lines can also be used to direct your
readers from one piece of information to another. To create a mood, use a wavey
line to give the piece a feeling of movement.
Lines in your piece can:
• Convey a mood or an emotion.
• Organize the design.
• Establish columns of text.
• Create a texture.
• Create movement.
• Define shape.
• Call attention to a word.
• Connect pieces of information in your layout.
• Frame an image or a word.
Lines Can Provide Texture
Organize the design.
Establish columns of text.
Define shape
Trinity High School

16. This layout is nicely proportioned but lacks focus, unity and impact
This layout is the same but with 2 horizontal lines added
These lines bring a number of benefits to the layout:
They pass through and link both sides of the layout
The top line underlines and emphasises the product name
The bottom line passes behind the memory stick, creating depth: It pushes the memory stick forwards
The lower line separates the space at the foot for the slogan
Positioning the lines at the top and bottom of the layout connects the 2 areas, creating unity
The lines are positioned carefully to create strong alignment. This helps to organise and give structure to the layout

17. Using wavy Lines

18. Using vertical lines

19. Design Element
Unity
Unity helps organize a visual image, facilitating interpretation and understanding.
Unity can be achieved through the use of similar shapes.
Unity can be achieved through the use of a common pattern.
Can you spot Unity in choice of colour, the use of strong shapes and how the background relates to the text.
Unity can also be used to great effect inside the magazine to link articles and pages together.
Unity can be achieved through the use of a common background and also through
a common colour throughout the page
Trinity High School

20. Unity-How is unity created in this graphic?

21. Unity
Overlapping an image can create unity- It makes physical connection between the text and the image
Lines can do the same – Placing the lines behind the image connects and unifies the combination
Using a colour fill behind 2 items can connect them. The text and the torch are connected by the blue flashbar
Repeating colours in different parts of the layout (repetition) can tie items together
Repeating features in separate positions can create unity
Using harmonious colours can have a unifying effect (the colours in the torch are used elsewhere in the layout)
Positioning items close to other items can create unity

22. Contrast Contrast is about opposites – Like black and white
Vertical and horizontal squares
All these things stand out and when used together become eye catching and help create visual impact

23. Study the 2 layouts What layout makes better use of contrast?

24. Layout 1

25. Layout 2

26. Layout 2 makes better use of contrast and has more visual impact than Layout 1

27. poor example of contrast
This lacks contrast
The chair images are all the same size
The fonts are the same typeface and size
The colours harmonise
Nothing stands or catches the eye
While the alignment is strong, it lacks visual impact

28. Good use of contrast
The 2D chairs have been shrunk and the 3D ones scaled up, creating contrast in size
The large size of type used on the title contrasts with the smaller text used elsewhere
A very different typeface is used on the title
The background colour creates contrast with the blue in the chair
The vertical colour fill and text contrast with horizontal items
A circle is added to contrast with rectangles

29. Now its your turn
Try and make use of all these design principles and elements when designing any type of promotional graphic………………….