Module 4 Flashcards
Visual Design
the process of using images, colors, fonts, and textures to present information, inspire/motivate action in a friendly manner, and build trust for a brand/service
Elements of Visual Design (7)
Color, line, space, shape, typography, texture, alignment
Principles of Visual Design (8)
Unity, balance, dominance, hierarchy, scale, variety, contrast, and proximity
Color
color communicates information in design and establishes style
Lines
Utilize visual or suggested lines (like margins) in your design
Space
Empty space around an element. Negative space
Shapes
Enclosed elements with 2 dimensions, length and width. Shapes stand out because of contrast in value, color, and texture
Typography
Technique of designing and arranging type with the goal of legibility, intrigue, and appeal
Texture
Implied texture comes in the form of patterns created by lines, shapes, colors, values, shadows, highlights. Texture creates depth, focus, and hierarchy among elements
Alignment
Created when 2 or more shapes or objects are situated along the same line, such as a gridline. Creates visual balance
Unity
Creates a sense of harmony between all the elements in a design. Adds sense of completeness → Design is unified in color, mood, and style
Balance
Governs the distribution of elements in a design. Elements can be placed evenly or asymmetrically on a grid. Well balanced design appears stable and not lopsided. Create balance though the distribution of shapes, colors, and patterns
Hierarchy
Shows the dif in importance of elements. Order, color, and size all create hierarchy. Helps readers understand which elements to read first.
Dominance
Gives an element single focus above others. Create hierarchy. Signal to user where to take action
Scale
Relative sizes of elements in the design. May be small scale or large scale. Scale differences can create a sense of depth or drama
Variety
Avoid monotony. Introduce varying elements. Keeps the mind engaged when taking in large amounts of info. Make sure users stay engaged and focused. Too little → monotonous. Too much → distracting
Contrast
Created when elements appear opposite or different. Add meaning/clarity, create variety
Proximity
Proximate elements, elements that are close together, appear to share common meaning/purpose. Use proximity to assign labels to images, headings to paragraphs, etc
Skeuomorphism
Mimics elements of real world products or features. Use texture and shadows to imply depth
Minimalism
Strips down the designs to their essentials.
Flat Design
Removes all stylistic textures that imitate the real world. Relies on color and shape to depict the separation of elements
Material Design
Created by google in 2014. Uses minimalistic shapes and color but suggests material or physical layers. Popular in Android Apps. Uses shadow and highlight to create depth
Dieter Rams 10 Principles for Good Design
Innovative. Makes a product useful. Aesthetic. Understandable. Unobtrusive. Honest. Long Lasting. Thorough down to the last detail. Environmentally Friendly. Involves as little design as possible.
Principles of Universal Design
Equitable Use. Flexibility in Use. Simple and Intuitive Use. Perceptible Information. Tolerance for error. Low Physical Effort. Size and Space for Approach and use. Delight.
