Principles of DesignGraphic Design School: The Principles and

Practices of Graphic Design Glossary, pp. 184–187

Reading RecapDesign principles are the unseen forces that

drive the content of a design and create interaction among design elements.

They are the organizational rules used in conjunction with elements to create order and visual interest.

Unity and VarietyUnity is achieved when all the separate

elements on a page look as if they coexist.

Unity allows the design to lead the eye.

A unified design is easier to read, remember, and absorb.

Unity

VarietyVariety is the art of balancing visual contrasts

and is necessary for creating visual interest

Adds visual interest to a design piece, should not simply add elements to a design piece.

Eliminating distractions aids in better unity

Variety

Unity and Variety

Unity and Variety

HierarchyGroup discussion

What is Hierarchy? What is visual Hierarchy? How is it achieved?

5 minutes – discuss answers

HierarchyHierarchy is the prevailing influence of one

element over another, which is dominance.

Hierarchy is stressing the importance of one element over another, which is emphasis.

Hierarchy is the established order, importance, emphasis, and movement given to visual elements.

HierarchyThe arranged order of a design is called

hierarchy.

Hierarchy determines movement through a design.

Careful application of hierarchy can guide the reader to what is most important, followed by items of lesser importance.

Hierarchy

Hierarchy

Balance and ProximityTwo design principles that are closely related

to each other are balance and proximity.

Balance

Balance is the visual distribution of elements in a composition.

Elements may be symmetrical or asymmetrical.

A lack of balance results in tension. Design elements are used to achieve balance.

Balance

Balance is used to create mood. Balance helps organize the message. Balance can be created using an alignment

scheme

Proximity

It refers to the placement of design elements in relation to each other.

It establishes visual continuity and harmony. It affects the relationship of design elements. It adds interest and excitement.

Balance and Proximity

Balance and Proximity

Balance and Proximity

Balance and Proximity

Proportion or ScaleRelationship between design elements that

determine the structure of a design.

It is the relationship of the size of one element compared with that of another. Proportion or scale is used to establish a visual hierarchy and create variety and emphasis.

Proportion or Scale

Rhythm and RepetitionRhythm is an alternating occurrence of an

element, and repetition is defined as a pattern of related juxtaposed elements.

Both these principles tie together the elements in a design.

Although rhythm and repetition are similar, there are some differences

Rhythm

It can be regular or static. It can pulsate or have movement. It is typically transparent in a design. It is the pattern or arrangement of elements.

Repetition

It forms a visual rhythm. It strengthens the overall organization of a

layout. It makes layout more unified and cohesive. It is used to apply visual elements

consistently on a page.

Gestalt“The whole is greater than the sum of the

parts.”

This Gestalt principle emphasizes that we perceive whole objects as well-organized patterns or groups rather than as a combination of separate parts.

Gestalt Handout – discuss examples

Reading Assignment

Graphic Design School: The Principles and Practices of Graphic Design

Unit 4, “Fundamentals of Color,” pp. 92–101 Teach Yourself Visually Adobe Photoshop

CS3 Chapter 6, “Paint and Draw with Color,” pp.

98–133 Chapter 7, “Adjust Colors,” pp. 136–157

QuizNext class: Quiz

Study: notes from classes 1-4

Writing Assignment 3Gestalt Principle

Handout

LAB 3Using the design Principles