Graphic Design Flashcards
Design Elements - Line
Lines/Rules used to: > divide up a layout > connect elements in layout > underline word to add emphasis They can vary in thickness and colour
Design Elements - shape
shape used:
> to help sustain reader interest
> to help organise a page by separating items
Design Elements - Texture
physical texture:
> provided by coarseness/smoothnes of paper
visual texture:
> pattern of images (e.g tree bark in picture)
both forms employed to:
> create moods
> add richness
Text can be used to add texture and provide visual balance
Design Elements - Size
> most important item biggest
creates dominant focal point
headings use bigger font size than body copy, sub-headings fall in between
Design Elements - Colour
> creates moods and stimulates emotions
colour combinations useful creating corporate identity
harmonious - unity
contrasting - drama
Design Elements - value
> colour tones
darker tones - higher value
dark tones against light tones creates contrast
Design Elements - Mass
> bold heading greater mass than sub-heading
thin lines bring formal elegance
heavy blocks of colour represent fun and frivolity
Design Principles - Balance
symmetrical layout > equally spaced around centre > stable, strong and conservative > formal style asymmetrical layout > contrast, movement, excitement and variety > more relaxed and modern
Design Principles - Contrast
> introducing elements that are opposite or very different
colours, font styles and shapes
increase visual impact
eye-catching
Design Principles - Emphasis/Dominance
some items will need greater emphasis > headings, sub-headings and graphics some may need to dominate the page > making fonts bigger > bolding or underlining fonts > displaying against a background
Design Principles - Rhythm
creating movement by repeating elements help a layout to flow
rhythm directs the reader so the publication is easy to understand
Design Principles - Proximity/Unity
> related elements in close proximity make a publication easier to understand
positioning close together creates unity
appropriate use of colour throughout creates unity
Design Principles - Alignment
> align elements such as text, graphics and lines
the placing is deliberate, not random
aim to connect elements visually to achieve neat structured look
Design Principles - White Space
areas free from text and graphics is a white space
> allows the eye to rest
> wide areas of head space, foot space and margins
> creates focus by directing readers eye to nearby text or graphics
Design Principles - Flow
leads readers eye through the page
