graphic design & techniques - purdue universityjmehr/106/graphic... · proximity & unity...

Graphic Design & Techniques

Adapted from Ryan Horne and Jacci Howard Bearhttp://desktoppub.about.com/od/designprinciples/l/aa_pod1.htm

Six Basic Principles of Design

Balance

Proximity

Alignment

Repetition

Contrast

White Space

Balance Visual balance comes from arranging elements on the page so that

no one section is heavier than the other. Or, a designer may intentionally throw elements out of balance to create tension or a certain mood.

Items that offer balance to each other do not have to be identical or duplicates. A shaded block of text can provide balance to a photo on a page.

Proximity & Unity

Group related items together. Place items physically close to each other, so the related items are seen as one cohesive group rather than a bunch of unrelated bits.

In design, proximity or closeness creates a bond between people and between elements on a page. How close together or far apart elements are placed suggests a relationship (or lack of) between parts.

Alignment

Nothing should be placed on the page randomly. Every item should have a visual connection with something else on the page.

How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read. It can create a stronger cohesive unit or bring excitement to a stale design.

Repetition

Repeat some aspect of the design throughout the piece. You can repeat color, shape, spatial relationships, line thicknesses, sizes, etc.

Repeating design elements and consistent use of type and graphics styles within a document - or series of documents - shows a reader where to go and helps them navigate your designs and layouts safely.

Repetition can be thought of as “consistency.”

Contrast

The idea behind contrast is to avoid elements on the page that are merely similar. If the elements (type, color, size, line thickness, shape, space, etc.) are not the same, then make them very different. Contrast is often the most important visual attraction on the page.

In design, big and small elements, black and white text, squares and circles, can all create contrast.

White Space

Designs that try to cram too much text and graphics onto the page are uncomfortable and may be impossible to read. White space gives your design breathing room.

Sometimes smaller text and increased leading makes handouts/flyers appear more readable and less cramped.

Good Aspects:~ Use of borders and shading~ Headlines stand out~ Format is balanced

What could be Improved:~ More white space!