Visual Design Principles

There are five principles that encompass an interesting design.•Balance

•Rhythm

•Emphasis

•Proportion and scale

•Unity

Balance

Parts of the design are equally distributed to create a sense of stability. There can be physical as well as visual balance.Types

•Symmetrical or Formal Balance•Asymmetrical or Informal Balance•Radial Balance•Vertical Balance•Horizontal Balance

BalanceSymmetrical or Formal Balance

The elements within the design are identical in relation to a centerline or axis.

BalanceAsymmetrical or Informal Balance

Parts of the design are not identical but are equal in visual weight.

BalanceRadial Balance

Design Elements radiateoutward from the center.

BalanceVertical Balance

The top and bottom parts are equal.

BalanceHorizontal Balance

The left and right

parts are equal.

Rhythm

Repeated use of line, shape, color, texture or pattern.

Types

•Regular rhythm

•Graduated rhythm

•Random rhythm

•Gradated rhythm

RhythmRegular Rhythm

A element is repeated at the same repetition each time.

RhythmGraduated Rhythm

The beats of the element become closer or further apart as they move.

RhythmRandom Rhythm

The beats of the element are random or are at irregular intervals.

RhythmGradated Rhythm

The repeated element is identical with the

exception of one detail increasing or decreasing

gradually with each repetition.

Emphasis•Points of attention in a design.

•The feature in a design that attracts one’s eye.

•The focal point.

•Emphasis can be achieved through size, placement, color and use of lines.

•The most personal aspect of a design.

Proportion and Scale•Comparative relationships between elements in a design with respect to size.

•3:5 ratio is known as the Golden Mean.

•Scale

•The proportions or size of one part of the image in relationship to the other.

Unity• Unity is applying consistent use of lines, color, and

texture within a design.• To be harmonious.

Unity

Readability/Typography• Style of type, font• Size of type, point• Font enhancements,

– underline, shadow, word art• White space• Line length and justification• Color of the text and color of the text background• Page layout

Graphic Design

• Audience Analysis

– Who is the audience?– What are their demographics?– Where are they located?– How long do they have to read the message?– What is their anticipated level of interest?– Trends?

Demographics

• Age• Sex• Social status• Religion• Education level• Economic level• Interests

• Incorporates Message Analysis

❑ Message Content - concise but complete

❑ Size and Shape - how the message is to be delivered

❑ Readability – typography

❑ Needs the Audience - understands demographics

❑ Use of proven Design Principles and Elements

Effective Graphic Design