graphic design

Principles of Design
Introduction
• In order for your message to accomplish a desired purpose, certain principles of design should be incorporated.
Types of Balance
Balance
• Equalizing the weight of elements in a design.

Formal Balance
• All of the elements on the page are of equal weight
• Placed symmetrically on the page
• All design elements are centered on page
Informal Balance
• Value, size, and location of unequal elements on page are changed.
Types of Contrast
• Contrast / Emphasis
• Adds variety to a design
• Variations of elements in the printed product
• Some elements of a layout standout
• Achieved by a difference in size, color, or appearance
• Round and straight, ornate and plain, broad and narrow
Reverse Type
• Reverse type produces contrast
Contrast / Color

Unity = Harmony
• Gives elements the appearance of belonging together
• Proper balance of all elements so that a pleasing whole piece results
• Image viewed as one piece, not separate items
• You want SHAPES, TYPEFACES, and or COLOR to harmonize.
• Organized design can be achieved by using a basic shape which is then repeated
• Repeating a basic shape can achieve unity.
• Color can connect the product to the Ad. Red, White and Blue are the colors of the product and the Ad.
Type Unity
• Limited use of type is a good thing.
• The two different typestyles should be related.
Rhythm
• Used to create eye movement and direction
• Occurs when a design element is repeated
• Acts as a guide so the eye reads important parts of a message
• Numbers or pointing device can then be used to direct the reader from one element to another
• Use numbers, symbols or pointing devices to guide eye movement.

• Rhythm - Z Shape
• Rhythm - U Shape
• Rhythm - T Shape
Proportion
• Elements and or the page is in proportion, therefore unity is the result.
• For best ad or image proportion you have o 2 X 3, Regular Oblong or o 3 X 5 Golden Oblong.
Line of Golden