Many years ago, an American nightclub had a fire in which over 400 people died due to a simple design flaw. What was it and how were regulations changed to ensure it never happened again?

The doors opened inwards.

The moral? Design is important

Principles of Communication Design various theories, no one correct one

Unity

Unity Emphasis

Unity Emphasis Balance

Unity Emphasis Balance Rhythm

Contrast

Contrast Repetition

Contrast Repetition Alignment

Contrast Repetition Alignment Proximity

Really, they all interconnect and support each other

Unity

Unity - the whole has meaning beyond its parts (Gestalt theory)

Unity - the whole has meaning beyond its parts (Gestalt theory) - we see the overall picture/image/design first, then its components

Unity - the whole has meaning beyond its parts (Gestalt theory) - we see the overall picture/image/design first, then its components - takes advantage of brain’s inherent need to create patterns (even if not there)

Unity - the whole has meaning beyond its parts (Gestalt theory) - we see the overall picture/image/design first, then its components - takes advantage of brain’s inherent need to create patterns (even if not there) - to achieve, all components need to belong, to visually connect to each other.

Unity we create this by considering: - repetition - alignment - proximity

Proximity

Proximity by grouping items we create a “whole” and create unity

Proximity

By grouping related items, we also create clarity

Proximity principle of proximity states that by grouping related items together, they become one visual unit

Proximity principle of proximity states that by grouping related items together, they become one visual unit proximity implies a relationship

Alignment proximity and similarity of shape unify design

Alignment aligning like edges together strengthens unity-helps brain create pattern

Alignment Items are grouped--but disconnected

Alignment Items now aligned--better sense of connection/unity

Alignment principle of alignment states that 1) nothing should be placed on a page arbitrarily

Alignment principle of alignment states that 1) nothing should be placed on a page arbitrarily 2) every item should have a visual connection with something else on the page

Repetition of shape

Repetition of image

Repetition of pattern

Repetition principle of repetition states that repeating similar elements creates consistency and unity

Emphasis and focal point - the intentional (ie by “design”) focusing of a viewer’s attention to one point in the piece - simplifies message

Emphasis and focal point we create this by considering: - contrast - white space

Contrast - insufficient contrast, focal point lost

Contrast - better contrast, focal point gained - head - logo - phone

White space - isolating an element focuses attention on it

Balance - the relative balance within a composition can affect attention

Symmetry - suggests, calm, order, stability

Asymmetry - suggests, movement, tension

Rhythm a sense of visual movement created by repetition of similar elements

Elements of Graphic Design - units which can be manipulated according to design principles - “letters” to the “sentences” of principles

Line

Shape

Size

Colour/value

Texture

Summary

Design Elements Line

Design Elements Line Shape

Design Elements Line Shape Size

Design Elements Line Shape Size Colour

Design Elements Line Shape Size Colour Texture

Design Principles Unity

Design Principles Unity Emphasis

Design Principles Unity Emphasis Balance

Design Principles Unity Emphasis Balance Rhythm

Contrast

Design Principles Unity Emphasis Balance Rhythm Contrast Repetition

Design Principles Unity Emphasis Balance Rhythm Contrast Repetition Alignment

Design Principles Unity Emphasis Balance Rhythm Contrast Repetition Alignment Proximity