Design fundamentals 2
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The document provides information on design fundamentals including proximity, alignment, repetition, and contrast. It discusses the basic purposes of each principle and provides tips for applying them effectively. The document then shifts to discussing white space and negative space, noting that effective design balances visuals, type, and negative space to capture attention, guide the eye, convey information, and evoke emotion. Specific design tips are provided such as avoiding clutter, using simplicity, and establishing a clear focal point.
Design fundamentals 2
- 1. Design Fundamentals II Nana K. Duah Monday 19th February 2018
- 2. Recap
- 4. 1. Contrast 2. Repetition 3. Alignment 4. Proximity
- 5. PARC
- 6. Proximity
- 8. The basic purpose of proximity is to organise Squint your eyes Avoid too many elements Avoid confusion Create relationships
- 9. Alignment Nothing should be placed arbitrarily
- 10. The basic purpose of alignment is to unify Be conscious of where you place your elements Always find something else on the page to align with Avoid using more than one alignment Break away from centred alignment
- 11. Repetition Repeat some aspect of the design throughout the entire piece Consistency
- 12. The basic purpose of repetition is to add visual interest Avoid repeating an element so much that it becomes annoying Be conscious of the value of contrast
- 13. Contrast This is created when two elements are different Boldness
- 14. The basic purpose of contrast is to create interest and to organise Create contrast through your typefaces, line thickness, colours, shapes… Be bold! If you’re going to contrast, do it with strength Avoid using 2 or more typefaces that are similar
- 19. Process Where do you begin when you want to design something?
- 20. Start with the focal point Group your information (Proximity & Alignment) Create Repetition Use strong Contrasts
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- 22. White Space Is Not Your Enemy Nana K. Duah Monday 19th February 2016
- 23. Effective design does four things: 1. It captures attention 2. Controls eye movement 3. Conveys information and 4. Evokes emotion
- 24. All design uses three building blocks: Visuals, Type and Negative space.
- 25. Graphic design is planned. Designers plan their projects in detail on paper before ever sitting down at the computer.
- 28. “White space is nice.” Amateurs tend to pack every nook and cranny of space with visuals and type.
- 29. Don’t break the rules of design out of ignorance.
- 30. 2. Warped Photos Keep photographs proportionate. 3. Naked Photos Use hairline rules to border photos that have ambiguous edges. 4. Bulky Borders & Boxes If you must use a border or box, choose an understated one. 5. Cheated Margins Be generous with margins, including inset and offset for text and picture boxes. 6. Centering Everything Avoid centered layouts. 7. 4 Corners & Clutter Clutter: Bad. Clumping: Good. 8. Trapped Negative Space Push extra negative space to the outside edges of your layout. 10. Tacky Type Emphasis Think twice about reversing, stroking, using all caps or underlining. 11. Bad Bullets Use real bullets for lists 12. Widows & Orphans Avoid inelegant breaks at the bottoms and tops of legs of type. 13. Justified Rivers Avoid unsightly rivers of negative space flowing through legs of justified type.
- 32. 3. Guide the eye with visual sightlines. Strong verticals from left-aligned copy blocks and tags give the eye a clear visual path to follow. 4. Set type properly. This design limits all caps to a large one-word headline. Choosing a single font family for type readability creates visual unity through similarity. Other typesetting details such as proper bullets are spot on. No tacky type here. 5. Use simplicity and restraint. Need we say more? 1. Establish a clear focal point. A properly proportioned photo and large contrasting headline provide a clear eye entry point into this design’s layout. 2. Minimize the number of groupings the eye must scan. Clump like with like, and make negative space work for not against flow. Instead of “4 corners & clutter” all over the page, this layout clumps everything into four key groupings: photo and headline, bullet list, body copy and tags.
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- 36. Thank you