Design Principles Flashcards
ALLIGNMENT
Top alignment
Bottom alignment
Left alignment
Right alignment
Centra allignment
Alignment adds structure to a page and organises a publication. Alignment can create a visual connection between elements on a page.
BALANCE
Radial
Symmetrical
Asymmetrical
Asymmetrical balance can allow all the information to be displayed with each other and make it more understandable. Creates movement.
Symmetrical balance can look neat and easy on the eye.
CONTRAST
This can make an item stand out. Contrast can be used in shape, text, colour, line or weight.
DEPTH
Depth can be created when objects are overlapped or if an object has a drop shadow. Using the gradient flash bar behind a bold object makes it stand out and creates depth.
DOMINANCE
It makes particular parts of a presentation stand out. It is mainly about size. It is read in a particular order from largest to smallest due to the relative size of the objects - known as hierarchy.
UNITY
Can be created through a repetition of shapes, use of image, common theme, colours, font styles and the positioning of different parts in relation to one another. Overlapping elements on a layout to create unity through a connection of elements.
PROXIMITY
This refers how close together two items are positioned. The closer together the elements are, the more obvious it is that they are together. When items are in a close proximity it shows that they are connected.
WHITE SPACE
This is areas on the page which are left blank. This can be used to create balance in a publication or focus the readers attention on a main object or content of the page. It is important because it means the publication isn’t too overcrowded.
PROPORTION
Large images would dominate a layout and can communicate to the readers what a publication is about before reading the text. Emphasises a topic and title if there is a large enough size.
Grid structures can help incorporate proportion. It’s good to use different proportions on either side of a publication to prevent it from looking too boring and regimented. Can create rhythm.
RHYTHM
It is used to create movement through a presentation. This can be achieved by repeating elements and shapes to infer. Various parts of a presentation can be connected with lines, shapes or colours.
EMPHASIS
You can place emphasis on part of a presentation using various techniques such as drop shadow, reverse text, bold text. Text along path can be used to contrast with other aspects of a page of different irregular shapes.
VALUE
Value relates to how dark or light a colour is. Value can be used to create contrast. Value is in percentages. Smaller differences can be used in subtle layouts, larger differences are in more eye catching layouts. Repeated shapes with increasing value can create movement or rhythm across a page to guide the readers eyes.
GRID STRUCTURE
Rule of thirds: it is a guide used by photographers. It splits the page into three equal segments both horizontally and vertically.
Symmetrical grid structures: they are the same in both sides. They are formal and it important in organisation.
Asymmetrical grid structures: the two sides of a page are spread differently. They create interest and appeal to young people.
