basic design sbm 338 lanny wilke. four basic design principles proximity alignment balance unity
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Basic Design
SBM 338
Lanny Wilke
Four Basic Design Principles
Proximity Alignment Balance Unity
Proximity
Group related items together so they are seen as one cohesive group.
Helps bring the strategic concept to life.
Creates strategically designed associations that enhance visual flow.
VisualsThe images that support the copy
Visual flowHow the reader’s eye follows the
layout.
Courtesy of Jacci H. Bear
Courtesy of Jacci H. Bear
Alignment
Helps make the verbal visual. Nothing should “hang” alone.
PrioritizeLet the message, the big idea,
guide your alignment.Helps with visual flow.
Lines The basic tools of alignment
The edges of visuals The ends of lines of copy The edges of blocks of copy Actual lines The end of one line and the
beginning of another guides the reader’s eye.
Can be literal Can define space or give
direction. Can be created by other
elements of design Justification is important Everything with a purpose.
Courtesy of Jacci H. Bear
Courtesy of Jacci H. Bear
Balance
Contrast – the counterpart of balance
Symmetry & asymmetrySymmetrical layout – calming
May also be boringAsymmetry brings contrast
Creates visual interest
Can be achieved with…SizeTypeWeightColorTextureSpace
Courtesy of Jacci H. Bear
Courtesy of Jacci H. Bear
Courtesy of Jacci H. Bear
Courtesy of Jacci H. Bear
MirroringReflect the opposite weight, shape,
or size in another part of your layout.
White space (negative space)Has optical weightHelps rest the eyesCan draw attention to a headline,
copy block, or visual.
Courtesy of Jacci H. Bear
Courtesy of Jacci H. Bear
Unity
All elements form a visually cohesive whole.Achieved through repetition
Shape, color, type, line, and placement
Image-dominant vs type-dominant layouts
Harmony and coherence
Courtesy of Jacci H. Bear
Courtesy of Jacci H. Bear
What will best convey the big idea? Place other elements in subordinate
relationships to the dominant element.
Carry your visual concept throughout the ad.
Develop better layouts
See itKeep a file of ads you like
Say itWrite down why you like the ads.Which of the design principles are
strongest?What caught your eye?
Sketch itPut something on paper. No
matter what.
Typography
Serif/sans serif Serif – little tails
More flowing, easier to read Sans serif – no tails
More stiff or edgy, more dramatic Weight (optical weight)
boldness Size
Normal for body is 8-12 point Headlines & taglines – 36 point Make it inviting to read
Structure and form Form – shape of type Structure – how letters are technically
built Styles of Type
Old – serif Modern – often has serifs Script – may be difficult to read Decorative – rarely used in body copy
PlacementReverse and overprinting
Reverse – white type on colored background
Overprinting – type printed over a lightened image, texture, or tone
SpacingSpace between lettersCan be varied manually
through kerning Leading
Space between rows of type Justification and alignment
Center, right, left, full
Widows – a line with only one or two words
Font should match the tone of your ad
Don’t go crazy with your fontsSerif – easier to read in long blocks
of copy Break headlines sensibly Keep it readable
Part 2 is next.
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