Design
The Principles & Elements
“People ignore design that ignores people” -Frank Chimero
What is Graphic Design?
- Design elements are the basic units of a visual image
- The principles of design govern the relationships of the elements used and organize the composition as a whole
- All imagery, art, design, and photography alike are comprised of elements that can be broken down and analyzed. This goes for web design as well.
What Are the Elements & Principles?
Design Elements:
- Space
- Can exist in 2 or 3 dimensions (perspective)
- Negative space → areas in between objects
- Can refer to foreground, midground, or background elements
- Line
- Basic element
- Can vary in thickness, texture, and direction
- Can be implied
- Draws viewers eye to The Point
- Color
- Eras & Styles
- Shape
- Brand recognition
- Geometric
- Square, circle, rectangle, hexagon, etc.
- Natural
- Complex, resemble real world elements, ink blobs
- Abstract
- Stylization of real world shapes
- Texture
- Mostly implied
- Value
- quality/range of light & dark
- Makes flat objects look 3 dimensional
- Balance
- Doesn’t have to be symmetrical to be balanced
Design Principles
- Unity
- Creates a sense of order, a consistency in size & shape
- Proximity can create a sense of unity, it can also show a lack of unity
- Variety
- Repeating elements that aren’t the same
- Repetition
- Same element repeated to create the design
- Harmony
- Interconnected with unity
- Proximity
- Negative & positive space interconnected
- Eyeflow
- Use of white space for information hierarchy
- Proportion
- Thirds
- Fibonacci spiral
- Functionality
- Form or functionality
- “Don't make something unless it is both necessary and useful
- Emphasis (focal point)
- Where to look
- Causes the viewer to see what’s important
