Jeff Taylor

Define graphic design

Understand the importance of graphic design principles

Describe and apply the graphic design principles of:◦ Proximity◦ Alignment

Associated with images Speaking volumes without using the written

word. Graphic design is not just about creating

powerful pictures…. It's about communication “visual communication” is the most accurate

way to describe the purpose of graphic design.

Communicating to a wide audience Bring order and clarity to information Translates boring words into inviting, visual

messages

Guiding principles for creating effective visual communication

Apply to any piece you may create Determines the effectiveness in conveying

the desired message and how attractive it appears

Seldom only one correct way to apply each principle.

Proximity/Unity Alignment Repetition/Consistency Contrast Balance White space

Graphic Design Principle #1

Items relating to each other should be grouped close together

When several items are in close proximity to each other, they become one visual unit rather than several separate units

Proximity helps to organize information and reduce clutter

The proximity, or closeness, implies a relationship

Be conscious of where your eye is going ◦Where do you start looking?

◦What path do you follow?

◦Where do you end up?

◦After you read it, where does your eye go next?

You should be able to follow a logical progression through the piece, from a definite beginning to a definite end

Where do you start looking?Where do you start looking?Where does your eye go next?Where does your eye go next?What path does your eye follow?What path does your eye follow?Where does your end up up?Where does your end up up?

To organize Grouping related elements together into closer

proximity automatically creates organization If it is organized, the information is more likely to

be read and remembered By product of proximity is more appealing and

more organized white-space

Count the number of visual elements on the page If there are more than three to five items on the

page…. see if any of them are related and could be

grouped together to form one visual element

The MTV logo and the European The MTV logo and the European Music Awards logo are forming a Music Awards logo are forming a group in the upper left corner.group in the upper left corner.

The sponsor’s logos form a group The sponsor’s logos form a group in the bottom right cornerin the bottom right corner

The white space separating the The white space separating the two groups of logos is used to two groups of logos is used to

indicate “grouping”indicate “grouping”

The proximity of each group of The proximity of each group of logos makes this design effectivelogos makes this design effective

Avoid too many separate elements on a page Do not stick things in the corners and the middle Avoid leaving equal amounts of white space between

elements unless each group is part of a subset Avoid even a split second of confusion over whether a

headline, a subhead, a caption, a graphic, etc., belongs with it’s related material. Create a relationship among elements with close proximity

Do not create relationships with elements that don’t belong together. If they are not related, move them apart from each other

Although the graphic anchors the bottom of the page, the four text elements all float on the page with no apparent connection to each other

(lack of proximity/unity)

The change in the headline (font change, reversed out of blue box) along with the subheading pulled in closer provides balance with the graphic on the bottom.

The spacing between the two paragraphs of text is reduced slightly as well.

Graphic Design Principle #2

Can you imagine how difficult it would be to find your car in a crowded parking lot if everyone ignored the parking lot stripes and parked in every which direction and angle?

Imagine trying to get out of there!

Alignment brings order to chaos, in a parking lot and on the screen.

How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read, foster familiarity, or bring excitement to a stale design.

The basic purpose of alignment is to unify and organize the page.

A strong alignment can create a:◦sophisticated look

◦ formal look

◦ fun look

◦serious look.

Align type and graphics in relation to each other on a page

Alignment can make your layout: easier or more difficult

to read foster familiarity bring excitement to a

stale design.

The alignment principle states….

“Nothing should be placed on a screen arbitrarily. Every item should have a visual connection with something else on the page.”

Aligned items create a strong cohesive unit Even if items are physically separated from each

other, if they are aligned there is an invisible line that connects them, both in your eye and your mind.

Be conscious of where you place elements Always find something else on the page to align

with, even if the two objects are physically far away from each other.

Avoid using more than one type of alignment on a page

Do not overuse the centered alignment

There is nothing inherently wrong with centered headlines, text, and graphics. They lend a formal tone to a layout. But, for this series of layouts something a bit more informal is called for. Also, large blocks of centered text are usually harder to read.

In this "Alignment" example, text alignment is left-aligned, ragged right, wrapped around the bottom graphic which is aligned more to the right, opposite an added graphic that is aligned to the right to help balance the overall design.

Palm Beach County Presidential Election Ballot

Graphic design is about visual communication

Principles of graphic design, such as proximity and alignment, are guides for effective visual communication

Bad graphic design can change the world