1. Dr. Susan Codone Mercer University Principles of Design TCO 285 Dr. Codone

2. Dr. Susan Codone Mercer University Focus & Emphasis Element to which an eye looks first in a visual composition. Most effective when surrounded by white space (or negative space). Usually created by use of display type for titles and headings. Images can provide focus also.

3. Dr. Susan Codone Mercer University Contrast This principle states that visual elements on a page should look distinctly different from each other. This adds visual variety and is closely related to emphasis.

4. Dr. Susan Codone Mercer University Balance Achieved by the way elements are distributed on a page to achieve a clear layout. Two kinds: Symmetrical Mirroring of elements so that there is an equal distribution of weight on left & right or top & bottom Asymmetrical Counterbalance of contrasting elements not fixed around the center

5. Dr. Susan Codone Mercer University Balance Asymmetrical Symmetrical

6. Dr. Susan Codone Mercer University Alignment Alignment means that visual connections form among page elements so that their edges or axes line up with each other.

7. Dr. Susan Codone Mercer University Repetition A design strategy in which repeating lines, shapes, images and other visual elements establish a unified, cohesive design.

8. Dr. Susan Codone Mercer University Visual Weight Impact an element has on an eye Controlled by size and number, density, and anomaly.

9. Dr. Susan Codone Mercer University Directional Flow The direction the eye moves as it perceives a design. Not typically present in symmetrical designs; in asymmetrical balance, elements are used to lead the eye to emphasized words or phrases. Images should face text on a page, directing the eye to the text.

10. Dr. Susan Codone Mercer University Examples of Directional Flow

11. Dr. Susan Codone Mercer University Text Direction & Placement We read from top to bottom & left to right; thus the eye tends to scan a page in the same way in a “Z” pattern. Z Pages should be designed in this pattern with landmarks for the eye to follow; the lower right corner is the spot where the eye ends after a quick glance – so include important info here.

12. Dr. Susan Codone Mercer University Unity The overall look that holds the composition together visually. Accomplished when: a page has clear focus is well-balanced has a fluid directional flow utilizes appropriate elements that are internally consistent from page to page.

13. Dr. Susan Codone Mercer University Example of Unity

14. Dr. Susan Codone Mercer University Visual Identity Nonverbal image closely associated with a company or organization. A company’s visual identity is the result of a unified set of design elements present in the materials the organization produces, and which conveys its image to the public.

15. Dr. Susan Codone Mercer University Anomaly A single design element that looks different from a group of other elements, and makes this element stand out. This anomaly has greater visual weight than the whole group. Example