Introduction to Introduction to Principles of DesignPrinciples of Design

Basic Design PrinciplesBasic Design Principles

ContrastContrast RepetitionRepetition AlignmentAlignment ProximityProximity

ContrastContrastOne of the most effective ways to add visual interest to a page.

ContrastContrast

RepetitionRepetitionYou can repeat colors, shapes, textures, line thicknesses, fonts, sizes, graphic concepts, etc. This develops the organization and strengthens the unity.

RepetitionRepetition

AlignmentAlignmentNothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page.

AlignmentAlignment

AlignmentAlignment

Alignment ActivityAlignment Activity

“Bad” versi

on

Alignment ActivityAlignment Activity

“Good” versi

on

ProximityProximityItems relating to each other should be grouped close together. This helps organize information, reduces clutter, and gives the reader a clear structure.

ProximityProximity

Putting It All TogetherPutting It All Together

Basic Design Principles- Recap Basic Design Principles- Recap

ContrastContrast RepetitionRepetition AlignmentAlignment ProximityProximity

TypographyTypography

Sans Serif –No Sans Serif –No ““feetfeet”” at the end at the end Use for titles, subtitles, and headings Use for titles, subtitles, and headings e.g. e.g. ArialArial

Serif – Letters have Serif – Letters have ““feetfeet”” Easier to read; best for body text Easier to read; best for body text e.g. e.g. Times New RomanTimes New Roman

TypographyTypography

Use to add emphasis and personality to text:Use to add emphasis and personality to text:

““LifeLife’’s but a walking shadow, a poor player that s but a walking shadow, a poor player that struts and frets his hour upon the stage, and struts and frets his hour upon the stage, and then is heard no more; it is a tale told by an then is heard no more; it is a tale told by an idiot, idiot,

full of sound and full of sound and fury, fury,

Text

signifying nothing.signifying nothing.””

What is X-height?

The big news about leading

Tracking for you and me

Ligatures and Kearning