Principles of DESIGN.

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The Principles of Design

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Presentation transcript:

Principles of DESIGN

PRINCIPLES TO KNOW Division Composition Grouping Component Emphasis Concept Placement Harmony Balance Proportion Scale Proximity Unity Rhythm Division Grouping Emphasis Contrast Direction Value Alignment Flow Spatial Relationships

COMPOSITION The way in which components of a design are visually combined and arranged to create a final product.

COMPONENT Each of the elements placed within a composition: headline, subheadline, captions, copy, byline, photos, typography, banners, images, links, etc.

Abstract elements of theme, connotation, message and style. CONCEPT Abstract elements of theme, connotation, message and style.

PLACEMENT The position of items on a spread. Placement of elements within a page/spread determines the spatial relationship between elements and determines their relevance and significance.

HARMONY Visual harmony means agreement between elements, and is a key component to developing the theme and visual appearance in a composition.

BALANCE The distribution of the components of a composition giving it a stable feel or appearance. Balance may be symmetrical, asymmetrical, or radial.

PROPORTION The relative size and scale of components of a composition that create a feeling of unity; the relative size of all the components to the whole composition.

SCALE The relative size of one component to another.

PROXIMITY The grouping of objects based on their closeness to one another.

UNITY The feeling of harmony between components of a composition, creating a sense of completeness.

RHYTHM The repetition or alternation of components within a composition.

DIVISION The use of white or negative space to separate or distinguish components in a composition.

GROUPING Elements that are unified as a whole based on proximity, similarity, continuation or alignment.

EMPHASIS A component that stands out in a composition and draws a viewer’s attention.

CONTRAST Differences in color, size, shape, location or relationship that compares/creates differences in a composition.

DIRECTION The management of the movement of components within a composition.

VALUE The measure of lightness and darkness in composition.

ALIGNMENT The lining up of components with each other based on the edges or guides within a composition.

FLOW Guides a viewer through a composition by the placement of components.

SPATIAL RELATIONSHIPS The relationship of all components within a composition and their position within space.

How many principles can you find? Look at this layout and make a list of all the principles of design you think it uses.