Design Principles- Kabir Malkani

* This presentation has been compiled from references available from the Internet. This is meant purely for educational purposes and the presenter does not claim to hold any ownership whatsoever; of the content (textual or graphical) included in this presentation. The ownership and copyrights of the following content belong to the respective brands /agencies / artists showcased in this presentation.

Topics CoveredO Through this presentation we will learn about the:

O Elements of Design

O The 8 Principles of DesignO Balance

O Optical CenterO Types of BalanceO Rule of ThirdsO Whitespace

O Emphasis / DominanceO ContrastO ProximityO Rhythm, Repetition & MovementO ProportionO HarmonyO Unity & Variety

The Elements of Design

A combination of these elements of Design results in what we call a “Composition” in traditional art.

For graphic design there are additional elements such as “Type” & “Graphic” which is needed to create a “Composition” or “Artwork” – whether you are designing for Print, Web or Mobile.

Line

Direction

Shape

Size

Color

Value / Tone

Texture

The 8 Principles of Design

1. Balance2. Emphasis / Dominance3. Contrast4. Proximity5. Rhythm, Repetition & Movement6. Proportion7. Harmony8. Unity & Variety

#1. Balance: Optical CenterO To understand the concept of Balance we

must understand the term “Optical Center”

Geometrically Centered Optically Centered

#1. Balance: Types of Balance

"Balance" can be achieved through either:

O Symmetric balance - Equal weights in all directions from optical center. It produces a stable, calming effect

O Asymmetric balance - Heavier elements near the center are balanced by lighter elements farther away

O Radial Balance - where all elements radiate out from a center point in a circular fashion. It is very easy to maintain a focal point in radial balance, since all the elements lead your eye toward the center. 

#1. Balance: Symmetry

7Traditional Art

Web Design

O Examples of “Symmetrical Balance”:

#1. Balance: Asymmetry

8

Web Design Photography

O Examples of “Asymmetrical Balance”:

#1. Balance: Radial Symmetry

9

O Examples of “Radial Balance”:

PhotographyArchitecture

#1. BalanceO Identify the types of “Balance” in the following designs:

#1. BalanceO Identify the types of “Balance” in the following designs:

#1. Balance: Rule of Thirds

#1. Balance: Rule of Thirds

Photography

#1. Balance: Rule of Thirds

Magazine Cover Design

#1. Balance: Whitespace

Macro whitespace Micro whitespace

O “Whitespace” or “Negative Space” is the space between elements in a composition.

#1. Balance: Whitespace

No whitespace

Passive Whitespace

Active Whitespace

#1. Balance: WhitespaceO Not all “Whitespace” has to be white

Elegance & Sophistication Not-so-elegant!

#1. Balance: Whitespace

Less Whitespace = CheapMore Whitespace = Luxury

#1. Balance: WhitespaceO Using “Whitespace” to communicate more… Can you identify what the

“Whitespace” communicates through the following logos?

#1. Balance: WhitespaceO Examples of good web design using “Whitespace”

#2. Emphasis / Dominance

O “Emphasis / Dominance” resolves where the eye goes first when looking at a design.

O There are three stages of “Emphasis / Dominance” within a composition:

O Dominant: The object given the most visual weight, the element of primary emphasis that advances to the foreground in the composition.

O Sub-dominant: The element of secondary emphasis, the elements in the middle ground of the composition.

O Subordinate: The object given the least visual weight, the element of tertiary emphasis that recedes to the background of the composition.

#2. Emphasis / DominanceO Examples of “Emphasis” in Advertising

#2. Emphasis / DominanceO Identify the “Dominant”, “Sub-dominant” & “Subordinate”

elements in this Advertisement

#3. ContrastO “Contrast” occurs when two elements in a composition are different.

O “Contrast” is NOT ONLY brought about using a stark difference in Color but other methods as well…For example:

O it could be different colors between the text and the background color.

O It could be a heading set in a big, bold, grungy font combined with a sans-serif font for the body text.

O It could be a difference between a large graphic and a small graphic or

O it could be a rough texture combined with a smooth texture.

O Our eyes like contrast.

O The important thing about “Contrast” is that the elements should be completely different. Not just a little bit different.

#3. ContrastO If used well, Contrast is attractive to the eye. One of the main reasons to use

contrast in your designs, whether for print or web, is to grab attention

#3. ContrastO Contrast aids organization of information

#3. ContrastO Contrast creates a focus

#3. Contrast: Using Colors

Light colors appear larger than dark colors on the same background.

The same color looks clearer against a dark background than it does against a light background.

Any color appears more dynamic when it is displayed against a background of gray.

* More details on idiosyncrasies of colors in Color Theory

#3. ContrastO What is trying to be conveyed through the use of “Contrast”

in the following designs?

#4. ProximityO Proximity in design simply

means that objects near each other are seen as a unit.

Ad for a Sea-food Festival

#4. ProximityO On your web page or your business card,

related information is placed closely together and it forms a visual unit.

#4. Proximity

#4. Proximity: Beware of the “Gestalt”

O When human beings look at a painting or a web page or any complex combination of elements, we see the whole before we see the individual parts that make up that whole. This idea of seeing the whole before the parts and even more the whole becoming more than the sum of its parts is Gestalt.

#5. Rhythm, Repetition & Movement

Regular Rhythmoccurs when the intervals between the elements, and often the elements themselves, are similar in size or length.

Flowing Rhythmgives a sense of movement, and is often more organic in nature.

Progressive Rhythmshows a sequence of forms through a progression of steps

O The recurrence of a design element coupled with a certain order to the repetition provides continuity, flow and can be used to provide a sense of movement.

#5. Rhythm, Repetition & Movement

O RepetitionThe design of these samples is unified because they repeat a branding element throughout the layout. This not only reinforces the brand, it also unifies the design layout.

Product Design

#5. Rhythm, Repetition & Movement

O Rhythmhelps move the viewer's eye through a layout, directly or subtly. Rhythm is usually created by repeating an element and possibly changing it slightly. Rhythm helps deliver the message by controlling the viewer's eye movement. It can also add "life" and interaction to an otherwise inanimate page layout.

Print Advertisemen

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#5. Rhythm, Repetition & Movement

O Movementis created by using flow and direction. It is used to denote emotions such as restlessness, anger or happiness. The image below has a strong focus on dynamics though the use of line and light to bring a free spirited and energetic feel to the image of a dancer. The dynamics of the illustration makes it very easy to imagine the dancer springing to life and moving across the page.

Illustration

#5. Rhythm, Repetition & Movement

Starry Night by Vincent Van Gogh

O How would you identify “Rhythm, Repetition & Movement” in the painting below?

#6. ProportionO “Proportion” is the relationship of one part to

another or to the whole with respect to size and weight.

#6. ProportionWine Bottle and Cheese by John Zacchea

#6. Proportion

Exaggerated Proportions can be used to convey a message / sentiment

#7. HarmonyO “Harmony” is the visually satisfying effect of combining similar or related elements.

O Adjacent colors

O Similar shapes

O Related textures

#7. HarmonyO What are the elements that are giving the following

designs a sense of “Harmony”?

#8. Unity & VarietyO “Unity” and “Variety” are complementary concerns.

O “Unity” is the appearance or condition of oneness. In design, unity describes the feeling that all the elements in a work belong together and make up a coherent and harmonious whole. When a work of art has unity, we feel that any change would diminish its quality.

O “Variety”, on the other hand, provides diversity. Variety acts to counter unity. The sameness of too much unity is boring, and the diversity of uncontrolled variety is chaotic, but a balance between unity and variety creates life.

#8. Unity & Variety

CSS Stylesheets are a good example of how the principle of “Unity & Variety” dictates Web Design

#8. Unity & Variety

Book Cover

O Identify in what way the following Design represents the principle of “Unity & Variety”?

#8. Unity & Variety

Package Design: Tea

Package Design: Energy Drink

O Identify in what way the following Design represents the principle of “Unity & Variety”?

#8. Unity & Variety

Ad Campaign

Glass Sculpture

#8. Unity & VarietyO Identify in what way the following Design represents

the principle of “Unity & Variety”?

Budweiser Beer Ad Campaign

AssignmentO Create an artwork which represents at least 5

principles of Design discussed in this presentation

O Choose from projects listed below:

O Ad campaign (series of 3 or more Print Ads)O Package Design (at least a series of 3 different packaging

samples)O Brochure Design (for a luxury or consumer brand)O Web Design (for a luxury or consumer brand)

* Final Date for submitting this assignment is the 31st of March 2013