Principles and Elements of Principles and Elements of DesignDesign

Computer Graphics and DesignComputer Graphics and Design

Principles of DesignPrinciples of Design

BalanceBalance

Proximity/UnityProximity/Unity

AlignmentAlignment

RepititionRepitition

ContrastContrast

White SpaceWhite Space

Principles are where the elements are placed on your design. How you apply these principles determines how effective your design is in conveying the desired message and how attractive it appears.

BalanceBalance

Visual balance comes from arranging elements on Visual balance comes from arranging elements on the page so that no one section is heavier than the the page so that no one section is heavier than the other.other.

Two Forms:Two Forms:

Formal – equal sides Formal – equal sides

and and

Informal – more flexibleInformal – more flexible

Proximity/UnityProximity/Unity Proximity or closeness creates a bond between elements or objects Proximity or closeness creates a bond between elements or objects

on an artworkon an artwork

Unity – bringing elements together Unity – bringing elements together Are title elements together? Are title elements together? Is contact information all in one place?Is contact information all in one place?

AlignmentAlignment

How you align type and graphics on a page and in How you align type and graphics on a page and in relation to each other can make your layout easier or relation to each other can make your layout easier or more difficult to read, foster familiarity, or bring more difficult to read, foster familiarity, or bring excitement to a stale design.excitement to a stale design.

RepititionRepitition

Example – stop signsExample – stop signs Repeating design elements and consistent use of type and Repeating design elements and consistent use of type and

graphics styles within a document shows a reader where to graphics styles within a document shows a reader where to go and helps them navigate your designs and layouts safely.go and helps them navigate your designs and layouts safely.

ContrastContrast White SpaceWhite Space Contrast helps different design Contrast helps different design

elements stand out.elements stand out. Is there enough contrast Is there enough contrast

between your text (size and between your text (size and color) and background (color color) and background (color and pattern) to keep text and pattern) to keep text readable?readable?

White space gives your design White space gives your design breathing room.breathing room.

Do you have enough space Do you have enough space between columns of text?between columns of text?

Do you have a generous Do you have a generous margin?margin?

Elements of DesignElements of Design

LineLineShapesShapesForm/MassForm/MassTexture Texture ColorColor

Elements are the actual objects on the artwork or design

Line ShapeLine Shape Lines can be long or short, straight Lines can be long or short, straight

or curved.or curved. Sometimes a designer uses a line Sometimes a designer uses a line

alone to divide or unite elements alone to divide or unite elements on a page.on a page.

Circle, square, and triangle are the Circle, square, and triangle are the three basic shapes used in three basic shapes used in graphic design.graphic design.

Form/Mass TextureForm/Mass Texture Mass is size. How is everything Mass is size. How is everything

weighted in your design?weighted in your design? Gives feeling and realness to a Gives feeling and realness to a

designdesign Actual texture is the feel of the Actual texture is the feel of the

paper. Is it smooth to the touch paper. Is it smooth to the touch or rough?or rough?

ColorColor Color is everywhere.Color is everywhere. Color is used to attract attention. It can be subtle or bold. Color is used to attract attention. It can be subtle or bold. Color can be found in the paper, the text, or the graphic elements Color can be found in the paper, the text, or the graphic elements

and photos.and photos. Color can be used to ellicit specific emotions and reactions.Color can be used to ellicit specific emotions and reactions.

SourcesSources

http://desktoppub.about.com/cs/designelements/a/elementsintro.htm