is design importantshinybytes.com/685/content/graphic-design-principles.pdf · timothy samara....

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Is designimportant?

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http://www.civilbeat.org/

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https://thenextweb.com/syndication/2018/01/17/hawaiis‐emergency‐alert‐systems‐interface‐looked/

What isdesign?

“to create something that is both functional and aesthetically pleasing”

“to bring order from chaos and randomness”

Visual Communication…• The process of taking ideas and giving them visual form so 

that others can understand them

• A designer uses imagery, symbols, type, form and color to represent an idea that must be conveyed

• Designers understand the fundamentals of form & composition and apply those fundamentals to:

• Evoke emotion• Create relationships between different elements• Control the pacing of material and information hierarchy• Build a user’s personal engagement with content

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Visual CommunicationIn most careers, individuals will be required to

presentations(conference presentations | training | programming)

publications(newsletters | annual reports )

marketing(posters | displays | advertisements | branding)

online communications(web development/design/updates| social media)

use technology to communicate effectively

What isGooddesign ?

Robin Williams. (2008). The Non-Designer's Design & Type Books. Deluxe Edition. Peachpit Press.

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&FORM SPACE

design is the deliberate arrangement of …

https://www.behance.net/gallery/Victoria-Symphony-Brochure/394281

http://designarchives.aiga.org/#/entries/%2Bid%3A8967/_/detail/relevance/asc/0/7/8967/shepherds-school/1

Evokes a feeling/message

formlines, points, planes, shapes, patterns, textures, depth, colors, values, words, pictures, etc.

Form = lines, points, planes, shapes, textures, colors, values, words, pictures, etc.

unity rage conflict architecture

technology dissolution protection

Evokes a feeling/message

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PROTECTION

Evokes a feeling/message

ArrangementStyle

TreatmentSurface texture

Form = lines, points, planes, shapes, textures, colors, values, words, pictures, etc.

Evokes a feeling/message

Image Source: http://www.fastcodesign.com/1671196/need‐branding‐that‐transcends‐cultures‐invent‐your‐own‐language 

Image Source: http://cityguide.sheknows.com/directory/milwaukee‐wi/miller‐coors‐brewery‐tour 

Form = lines, points, planes, shapes, textures, colors, values, words, pictures, etc.

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Form = lines, points, planes, shapes, textures, colors, values, words, pictures, etc.

Form = lines, points, planes, shapes, textures, colors, values, words, pictures, etc.

Form = lines, points, planes, shapes, textures, colors, values, words, pictures, etc.

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Timothy Samara. (2007). Design Elements - A Graphic Style Manual. Rockport Publishers, Inc.

Geometric Organic

Form & Space

Form = lines, points, planes, shapes, textures, colors, values, words, pictures, etc.

LINES - GEOMETRIC ORGANIC - TEXTURE

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Positive space

Negative space

Timothy Samara. (2007). Design Elements - A Graphic Style Manual. Rockport Publishers, Inc.

Space

Space

Form and Space come

together to create meaning

and message

http://www.noupe.com/design/a-graphic-design-primer-part-1-the-elements-of-a-design.html

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http://www.noupe.com/design/a-graphic-design-primer-part-1-the-elements-of-a-design.html

Static space

Dynamic (active) space

Timothy Samara. (2007). Design Elements - A Graphic Style Manual. Rockport Publishers, Inc.

Static  space ‐ State of rest

form and space optically equal

Dynamic space – convey movement

overlapping, bleeding edge, changing intervals or

rhythm between elements

Form & Space

Form & Space

Static space

Dynamic (active) space

Timothy Samara. (2007). Design Elements - A Graphic Style Manual. Rockport Publishers, Inc.

Static  space ‐ State of rest

form and space optically equal

Dynamic space – convey movement

overlapping, bleeding edge,

changing intervals or rhythm

between elements

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Robin Williams. (2008). The Non-Designer's Design & Type Books. Deluxe Edition. Peachpit Press.

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unity

Proximity • Similarity • Repetition

unity

Repetition | Alignment

Aligned elements

creates unity

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TEXTURE

repetition

Repetition of size, color,

shape, position, texture or

spatial relationships create unity. 

Simple repetition without variation can become boring – find a

balance and be conscious of the value of contrast

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unity

Unity in design exists when all elements are in agreement

Unity exists when design elements look like they belong together

ProximitySimilarityRepetition

unity

ProximitySimilarityRepetition

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balance

Elements are visually equivalent on both sides of a composition •  evenly distributed around a central, vertical or horizontal axis

Symmetric

Elements of differing size, shape, tone are arranged in a composition in a way that balance each others visual weight

Asymmetric

http://www.digital-web.com/articles/principles_of_design/

balance

https://www.canva.com/

Symmetrical (formal balance)

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Asymmetrical (informal balance)

Symmetrical & Asymmetrical

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emphasis | hierarchy

The varying degrees of emphasis in a composition

Dominant(focal point)Sub‐dominant(middle ground ‐ secondary)Subordinate(background – least visual weight)

hierarchy

emphasis | hierarchy

Contrast • Placement • Proportion

dominance or emphasis in a design can be created by the use of:

emphasis | hierarchy

ContrastPlacementProportion

dominance or emphasis in a design can be created by the 

use of:

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emphasis | hierarchy

ContrastPlacementProportion (size | scale)

Active Space created through

Dominance & Hierarchy

http://www.stocklayouts.com/

emphasis | hierarchy

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Form and Space come together with the fundamental design concepts of:

UnityBalanceDominance

Design Concepts

What are the Fundamental Design Concepts at work in this site?

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http://www.tgclb.org/

Image / Texture

http://www.tgclb.org/

Image / Texture

Learn the tools and techniques used to help you develop materials that effectively promote and inform your audi. 

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http://tfuresz.com/portfolio/vpl/

VISUAL IDENTITY:Consistency in visual design strengthens the visual identity and makes the brand more recognizable

Communicate(don’t just decorate)

Every design element should serve a purpose – add value to the message.• Evoke a feeling or mood

• Convey a message or idea

• Build a user’s personal engagement with the content

• Control the pacing of material 

• Help organize the information and help create the   

informational hierarchy

Robin Williams. (2008). The Non-Designer's Design & Type Books. Deluxe Edition. Peachpit Press.

Identifying Design Elements & Concepts

Once you are conscious of the elements and principles of design, once you can name and identify them…

then you are in control & can implement them into well designed compositions both in print media and electronic media

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Identifying Design Elements & Concepts

Robin Williams. (2008). The Non-Designer's Design & Type Books. Deluxe Edition. Peachpit Press.

Robin Williams. (2008). The Non-Designer's Design & Type Books. Deluxe Edition. Peachpit Press.

Things to consider…1) Take a closer look at the things around you

2) Find compositions that are pleasing to you

3) Identify the design concepts being used

4) Find compositions that are not working so well

5) Determine what could be done to improve the design

Design Elements & Principles

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“To design is much more than simply to assemble, to order, or event to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, 

to dramatize, to persuade, and event to amuse.”

Paul Rand, Graphic DesignerFrom his book Design, Form, and ChaosYale University Press, New Haven, 1993