1. PRINCIPLES OF DESIGN © Patrick Morgan An Introduction to the

2. © Patrick Morgan Principles of Design Potential Projects Promotional Poster Business Card Logo designWeb Banner Packaging for a new product Vehicle Graphics Company Newsletter DVD Cover and Packaging Promotional Literature

3. Principles of Design What are the Principles of Design? © Patrick Morgan

4. The principles of design are rules to help guide a designer how to arrange the various elements of a composition in relation to each other and the overall design. Element: Typography | Images | Shapes | Colours Principles of Design [ text/font/type ] © Patrick Morgan

5. Principles of Design B alance R hythm P roportion D ominance A lignment P roximity C ontrast W hite Space The rules fall under various categories

6. © Patrick Morgan Principles of Design Why use the Principles of Design? By considering, applying and understanding the various Principles of Design throughout the design process you will help ensure a more positive outcome for your designs. They are the overarching truths of the design professions. Help channel creative thinking [ from concept to final design ]

7. © Patrick Morgan Principles of Design Balance provides stability and structure to a design. It’s the weight distributed in the design by the placement of your elements. Balance: Balance can be achieved in two ways, Symmetrical or Asymmetrical. [ The elements don’t need to be of the same size. Balance can be achieved by placing a large element on one side of your design and several small elements on the other side. ]

8. © Patrick Morgan Principles of Design Asymmetrical: Asymmetrical balance occurs when the weight is not evenly distributed. Symmetrical: Symmetrical balance occurs when the weight is evenly distributed.

9. © Patrick Morgan Principles of Design Proportion the relationship in scale between one element and another. [ In the examples, notice how the smaller elements seem to recede into the background while the larger elements come to the front. ]

10. © Patrick Morgan Smaller objects appear to be in the distance

11. © Patrick Morgan Rhythm Rhythm is the repetition or alternation of elements. Rhythm can create a sense of movement and can establish pattern and texture.

12. © Patrick Morgan Regular Rhythm A regular rhythm occurs when the intervals between the elements, and often the elements themselves, are similar in size or length.

13. © Patrick Morgan Flowing Rhythm A flowing rhythm gives a sense of movement, and is often more organic in nature.

14. © Patrick Morgan Principles of Design Dominance relates to varying degrees of emphasis in design. It determines the visual weight of a composition, establishes space and perspective, and often resolves where the eye goes first when looking at a design. Dominance

15. © Patrick Morgan [ Dominant ] [ Sub-Dominant ] [ Subordinate ]

16. © Patrick Morgan Principles of Design Centered text is often the mark of a novice designer. Learn how to align text and graphics to create more interesting and dynamic. Mixing too many alignments can have a similar effect. However, it's also OK to break alignment when it serves a specific purpose such as to intentionally draw attention to a specific element on the page. Alignment

17. © Patrick Morgan

18. Principles of Design Contrast Big vs. small, black vs. white. Contrast occurs when two elements are different. The greater the difference the greater the contrast. [ The key to working with contrast is to make the differences obvious. ] Contrast provides a means of emphasizing of what is important and directing the reader's eye.

19. © Patrick Morgan [ Contrast ]

20. © Patrick Morgan Principles of Design Keeping like items together and creating unity by how close or far apart elements are from each other. How close together or far apart elements are placed suggests a relationship (or lack of) between otherwise disparate parts. Proximity [ Typography, Shapes, Images, Colours ]

21. © Patrick Morgan

22. Principles of Design The art of nothing is another description for this principle. White space is nothing. It is the absence of text and graphics. It breaks up text and graphics. It provides visual breathing room for the eye. Add white space to make a page less cramped, confusing, or overwhelming. White Space

23. © Patrick Morgan [ Just because there is White Space doesn’t mean you have to cram a bunch of junk into it. ]

24. © Patrick Morgan Principles of Design Finally … It is not necessary to apply every principle of design to every design composition. The objective is for you to learning and understand when and how to apply these principles. The aim is to help and guide you in the journey into becoming Design Professional.