Elements, Principles, & Theories of Design - PowerPoint Presentation

Slide1

Elements, Principles, & Theories of Design

Sarah JohnsonSlide2

What is Desktop Publishing?

Desktop publishing is the creation of documents using page layout skills on a personal computer

.

What can you create? (Hint: see the “World of Desktop Publishing” on D2L)Slide3

Desktop Publishing

The term “desktop publishing” is a marketing catch phrase to describe the small size and relative affordability of a suite of products in contrast to the expensive commercial phototypesetting equipment of the day.Slide4

The History of Desktop Publishing

Desktop publishing began in 1985 with a software program called PageMaker.

PageMaker > Quark X Press > InDesignSlide5

What exactly is graphic design?

Graphic design is the art of communication, stylizing, and problem-solving through the use of visuals,

typography,

and space. Graphic designers use various methods to create a visual representation of ideas and messages

.

AKA Visual Design, Information Design, Visual Communication, etc… Slide6

Basic Graphic Design Does

Four Things:

Captures

attentionControls eye movementCoveys information

Evokes

emotion

Graphic design is planned!Slide7

Getting and Keeping Attention

Once you have the

reader’s

attention, you must arrange the design

so that you control their eyes to follow a specific pattern or sequence.

Three building blocks:

Visuals

Typography

Space

Best way to improve design is to

ANALYZE

other

designsSlide8

Understanding Design Principles

The majority of people know when they

don’t like a design, but they don’t know how to

fix it.Slide9

Why Good Design is Important

According to Consumer Reports,

“

The average American is exposed to 247-3000+ advertising messages each day

.”

Good designs are more

likely to be

read and

remembered

.Slide10

Principles of Design

The Fab Four

1.

C

ontrast

2.

R

epetition

3.

A

lignment

4.

P

roximitySlide11

Principle 1:

Contrast

Contrast draws your eyes to certain elements on a page.

For contrast to be effective, it must be strong. Can be created using:

large and small type;

a

thin line with a thick line;

a

cool color with a warm color.

Apple ads using contrastSlide12

Contrast

Newsletter Example

Good

BetterSlide13

Contrast

Flyer Example

Good

BetterSlide14

Principle 2:

Repetition

Repeat some aspect of the design throughout the piece:

bold font;

a thick rule (line);

a bullet or color.

Creates consistency.

Unifies design.

Don’t overdo it!Slide15

Repetition

Stationary ExampleSlide16

Repetition

Flyer ExampleSlide17

Principle 3: Alignment

Create a visual connection between the elements on the page

.

Make elements on the page unified, connected, and interrelated.

This helps create the piece’s intended look: sophisticated, formal, fun or serious.Slide18

Alignment

Business Card Example 1

Freelance Graphic Designer

Nicole Connelly

365 Cobb Parkway

Kennesaw, GA 30144

(470) 578-6299

Good

Better

Freelance Graphic Designer

Nicole Connelly

365 Cobb Parkway

Kennesaw, GA 30144

(470) 578-6299Slide19

Alignment

Stationary Example

Good

BetterSlide20

Alignment

Article Example

Good

BetterSlide21

Alignment

Pull Quote ExampleSlide22

Principle 4:

Proximity

(nearness)

Don’t be afraid of white spaceTry to group related items togetherAvoid creating false relationships with elements that don’t belong togetherFollow your eye’s path (shoot for 3-5 stops)Don’t box your piece inSlide23

Proximity

Business

Card

Freelance Graphic Designer

Nicole Connelly

(470) 578-6299

Freelance Graphic Designer

Nicole Connelly

365 Cobb Parkway

Kennesaw, GA 30144

(470) 578-6299

365 Cobb Parkway Kennesaw, GA 30144

Good

BetterSlide24

Proximity

Invitation

Good

BetterSlide25

Proximity

Flyer

Example

Good

BetterSlide26

Works Cited

Hagen, R., &

Golombisky

, K. (2013). White Space is Not Your Enemy. New York: Focal PressWilliams, R. (2008).

The Non-Designer’s Design Book. California

: Peachpit Press