Contrast! Make it Different! Purpose Add contrast through typeface choices, thickness, colors, shapes, sizes, space, etc. Don’t be a wimp! Avoid contrasting a sort-of-heavy line with a sort- of heavier line. Avoid contrasting brown text with black headlines. Avoid using two or more typefaces that are similar.
Proximity Don’t stick things in the corners and in the middle Avoid leaving equal amounts of white space between elements (unless each group is part of a subset) Don’t create relationships with elements that don’t belong together Purpose: to organize Avoid too many separate elements on a page
Proximity Design is simple but pulls attention top down.
Unity and Variety Use variety to create visual interest. Unity is the overriding principle that is served by all others Observe the variety in color in the ad to the left, as well as the unity developed through pattern.
Hierarchy and Dominance Hierarchy is the established order, importance, and emphasis given to visual elements. Dominance is the prevailing influence of one element over another The face in this design is framed and almost natural looking compared to the odd designs surrounding it. It is the dominant element in this design.
Porportion Bad Porportions Much Better! Underlying structure based on: Squares Vertical rectangles Horizontal rectangles Size Relationships
Balance The visual distribution of elements in a composition. Two types: –Symmetric –Asymmetric Mirror line
Scale Related to proportion Refers to size comparison of the internal parts of a composition Ancient Greeks used proportion to build some of their greatest known structures
Emphasis Use of a focal point to stress certain elements or give special attention to an element. LOOK
Rhythm and Movement Form and Space Using different elements spaced correctly in the correct form can give the eye something to follow. This image uses rhythm to draw your eye here
Proximity and Repetition Proximity- Position and space given to the placement of elements in a composition. Repeating shapes and patterns Using placement this design draws the eye to see the “typo” on top.
Shape and Space Shape determines meaning Relationship between space and shape are crucial Notice how the round shape is spaced on a blank background separated from the geometric design below formed by the tiles by the rectangular flower pots.
Line Moving path of a point Can lead the eye May function as a division or as a graphic element. Some types can imply a symbolic meaning Texture or pattern may be formed by line. In this design line is used in the text as well as the design pointing the viewer to follow the text down to the bottom.
Size Scale and Porportion Size can help place a product or design into perspective. The hand in this picture shows the size of the iphone. Giving an observer the idea of how portable and refined the product is.
Can convey attitude or mood Creates emphasis and variety, can support an established hierarchy. Can activate shapes and space Notice the pale blue background, It is offset by the green mint leaves and lime. Color supports the hierarchy in this design as well as makes the shapes pop.
Refers to quality and characteristic of a surface. Can be tactile and visual Enhances other elements Relies on shape and space to exist. This design uses texture to give a certain feel to the design.
Typography Can function as: –Shape –Texture –Point –Line Contain verbal meaning Word forms must communicate message as well as function as graphic elements This particular design uses smaller words to create a larger set of words.