Week 9 - Design Principles

• As a Group, read the one Principle chapter assigned to your group in your textbook and read the Principles Web page
  
• As a Group, get one actual product example from the classroom sample cabinet/bins
  
• Prepare to teach the class about your Principle.
• Define it. And tell us how it can be used in design.
• Show us examples and non-examples. (from the book, or use samples)
• Explain how your principle was used to design the sample you chose
  
• What would you change?
  
• Each group will present their findings to the class, (approx. 10 minutes per group)
• Include some type, but mostly art in your presentation
• All group members must speak
• Be creative. Educate us and entertain us!
  
• Other groups will take notes to compare and contrast findings

 

 

4 Principles of Design

Designers use the principles of design to help deliver a message to a target audience in a clear, efficient and precise manner. The principles help designers control which parts of the message are seen/read first, second, third, etc. Use them to your advantage—they are powerful.

The principles of design are also goals that each visual and graphic designer should strive to achieve in all their design work. Each has its importance and its own ability to affect design work positively. Study the principles in your textbook, Design Basics, and begin to use them to help clearly deliver the client's message to the target market.

Since your textbook illustrates the principles primarily with fine art samples, I have chosen some good examples of graphic design work that use each principle effectively. For consistency, I have used most of the principles found in your textbook., Design Basics, 7th Ed., by Stephen Pentak and David A. Lauer.

Unity

Visual Perception (Gestalt)
Viewers want to find organization in things they view. The designer's job is to make it as easy as possible for the customer to receive the message.

Proximity
Things that are close together, look like they go together and are unified.

Look how these samples group information together, into smaller chunks, so the viewer can visually organize and then read through the different chunks of information.

 

 

 

Repetition
The design of these samples is unified because they repeat a branding element throughout the layout. This not only reinforces the brand, it also unifies the design layout.

 

Continuation

Elements are placed or chosen so the viewer's eye moves from one element to the next and "continues" through the design or layout.

Continuation through sequential repetition of similar elements (the men and perspective). Notice how the men fall, and end, at here feet—since they are selling shoes.

 

Continuity

Continuity helps unify packaging, pages in a magazine or a web site by putting design elements in the same place on each page. Imaging how frustrating it would be if the page number was in a different place on every page of a magazine. Or if a logo changed placement on every web page. The reader would have to work harder than needed to get the information. Continuity also helps reinforce a brand identity by keeping the brand look consistent. This helps build visual brand loyalty. Look how Tazo tea uses consistency and continuity in their packaging.

 

Emphasis

Emphasis draws the viewer's eye to the area(s) you want them to see first. The designer's objective is to deliver a message, so… emphasis helps designers control which part of the message is delivered first, second, third, etc. It also helps to organize the layout. As the eye looks for organization, we tend to look at the things that are most different first (emphasis is all about contrast between things). This may be the largest element, smallest, lightest, brightest, etc. This is a good way to show your readers where to start on the page/layout/web site/poster/etc.

Emphasis through color, size and value contrast—and isolation

 

Emphasis through isolation and contrasting textures and colors

 

Emphasis of the whole (showing where in nature these fruit chips came from). We also see the chips and are intrigued by the drawings made from them.

 

Emphasis through placement. Here the designers contrast a busy, "alive" background with a stationary, calm person standing in front. (Selling styrofoam)

Balance

Balance in design refers to the visual weight of each element, and how each element's visual weight is distributed in the layout.

Symmetrical Balance usually means things are centered vertically and or horizontally. Many cans and bottles use this approach—but they don't have to.

 

Asymmetrical balance - elements are not centered. They utilize white space and the visual weight of other elements to balance the layout. This can take more time, thought and skill, but it usually looks more developed and professional.

 

Radial Balance

 

Rhythm

Rhythm helps move the viewer's eye through a layout, directly or subtly. Rhythm is usually created by repeating an element and possibly changing it slightly. Rhythm helps deliver the message by controlling the viewer's eye movement. It can also add "life" and interaction to an otherwise inanimate page layout.

Rhythm and movement through repetition and sequential placement (and perspective)
(selling Zu shoes)

 

Rhythm and movement through shape and repetition and sequential placement
(Anti-drug campaign)

 

Rhythm through sequential placement and repetition—follow the words. (some movement)