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Principles of Visual Design

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Presentation on theme: "Principles of Visual Design"— Presentation transcript:

1 Principles of Visual Design

2 What design principles have you heard of?

3 Key design principles Balance - equilibrium of visual weight within a composition (symmetrical / asymmetrical - tension)

4 Key design principles Rhythm - repetition of elements, often with defined intervals (flowing - movement, progressive - sequence, regular - similar)

5 Key design principles Proportion - relationship in scale between one element and another (visual weight and depth)

6 Key design principles Dominance - visual weight of element / space, focus (dominant - foreground, sub-dominant mid-ground, subordinate - background)

7 Key design principles Unity - relationship between the individual parts and the whole (variety, wholeness)

8 Key design principles Others: space, hierarchy, colour

9 What design principles can you see?

10 Key design principles: Gestalt
Theory of perception (how the brain interprets what we see / unified whole / German psychologists 1920’s)

11 Key design principles: Gestalt
Closure – we fill in missing information to achieve closure

12 Key design principles: Gestalt
Continuance - once you begin looking in one direction, you will continue to do so (perspective, directional lines)

13 Key design principles: Gestalt
Similarity - similar elements are seen as a group (dissimilar = focus)

14 Key design principles: Gestalt
Proximity - elements close together are perceived as a group

15 Key design principles: Gestalt
Alignment - elements that line up are seen as a group

16 Key design principles: Gestalt
Alignment - elements that line up are seen as a group

17 Key design principles: Visual Tricks

18 Key design principles: Photography
Rule of Thirds (focus off centre / 9 segments) Framing - use objects to frame image Cropping - reducing visual clutter Balancing Elements Leading Lines Symmetry and Patterns Depth / Perspective © 2007 Russ Burden,

19 Key design principles: Colour
Design tip - 3 colour design Primary colour - main colour of the page / theme tone Secondary colour - close to the primary colour Highlight colour - emphasize certain parts of the page / contrast (complimentary or split-complimentary) Font colour - white, black or contrasting colour

20 Key design principles: Colour
Colour Wheel - useful for selecting colours Analog Colours - either side of any given colour / harmonious (secondary colour) Complementary Colours - directly opposite (contrast) Split Complementary Colours - the analog colours of the complementary colour Triad Colours - equidistant on the colour wheel / colourful yet balanced In most colour schemes you might add saturation, tint and shade to the selected colours.

21 Key design principles: Metaphor
Describing something by reference to something else (shared quality) Visual metaphor - connects unrelated content Question: what metaphors have you seen used?

22 Key design principles: Text
Text can be an important part of your design scheme Alice Litscher, 2009,

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