BASIC GRAPHIC DESIGNPRINCIPLES“If you can design one thing, you can design everything.”

Mossimo Vignelli

BASIC GRAPHIC DESIGNPRINCIPLESWhat makes a great design portfolio?

PLANNING

TIMECONSISTENCY

ATTENTION TO DETAILUSING A GRID

APPLYING BASIC DESIGN PRINCIPLES EDITINGTHE WORK IS THE FOCUSBEAUTY

BASIC GRAPHIC DESIGN PRINCIPLESBALANCECONTRASTEMPHASIS + SUBORDINATIONDIRECTIONAL FORCESPROPORTIONSCALEREPETITION, RHYTHM + VARIATIONPROXIMITY + UNITYALIGNMENTWHITE SPACE

BALANCEA visual equilibrium of all elements in a design.Balance anchors and activates elements in space. Relationships among ele-ments on the page or screen remind us of physical relationships.Visual balance occurs when the weight of one or more things is distributed evenly or proportionately in space.

BALANCESymmetrical Asymmetrical Radial

Rule of ThirdsThe rule of thirds is a compositional tool that uses the notion that most interesting compositions are those where the primary element is off center.

Imagine your image or layout divided into thirds horizontally and vertically.

Place major compositional elements at the intersections.

This creates more tension, interest and a more dynamic layout than one with a centered image will.

BALANCE

Visual CenterVisual center is just slightly above and to the right of actual center. It is the natural placement of our visual focus.

Sometimes this is referred to as museum height.

Placing elements at the visual center will make a layout appear to be balanced and dynamic.

BALANCE

Contrast occurs when two elements are different. The greater the difference the greater the contrast. Contrast helps different design elements stand out and/or creates heirarchy between elements. Four common methods of creating contrast are by using differences in size, value, color, and type.

Large I Small Rough I Smooth Thick I Thin Light I Dark Organic I Geometric

CONTRAST

Establishing centers of interest which focus the viewer’s attention. If all the elements are given relatively equal weight, there will be no emphasis.

EMPHASIS + SUBORDINATION

Paths created or implied within an artwork that lead the eye through the composition. This creates interest and keeps the viewer engaged in the work.

Directional forces can also help the work read as a whole.

DIRECTIONAL FORCES

Proportion refers to the relative size and scale of the various elements in a design. The issue is the relationship between objects, or parts, of a whole.

PROPORTION

Scale refers to the real size of objects and is relative to other objects near it.

A graphic element can appear larger or smaller depending on the size, placement, and color of the elements around it.

SCALE

Repetition is repeating similar elements in a consistent manner and it helps add consistency, clarity and unity to a work.

Rhythm is a pattern created by repeating elements that are varied.

Variation is a change in the form, size, or position of the elements.

Rhythms that are punctuated with change and variation will help a design bemore dynamic and can allow certain elements to be emphasized.

REPETITION, RHYTHM + VARIATION

Proximity is the relationship between elements based on their distance to each other. Proximity occurs when elements are placed close together. They tend to be perceived as a group.

Unity helps all the elements look like they belong together.

PROXIMITY + UNITY

SEPERATE SHAPES GROUP

Alignment is the placement of text and graphics so they line up on the page.

Use alignment to: Create order Organize page elements Group items Create visual connections

ALIGNMENT

Space intentionally left blank for a better structure and layout. It also gives emphasis to the content area. It leads a reader from one element to another.

WHITE SPACE