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The Basics of Design
Layout & Typography
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Aims & Objectives
To introduce and demonstrate the key principles of
design.
To develop understanding of terminology to help withthe analysis of graphic designs.
To research graphic designs and graphic designers.
To discuss how to put the principles of design intoaction.
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Principles of Design
The four things you need to know before
starting:
Audience- who you want to hear your
message
Formatof the page or design
Constraints- time, budget, format
Principles- of basic design
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Principles of Design
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Principles of Design
The most iconic, well-known and attractive designsare startlingly simple. Take these logos, forinstance:
SPECIAL SKILL:
TYPOGRAPHY
SPECIAL SKILL:
SEDUCTIVECONNOTATION
SPECIAL SKILL:
ADAPTABILITY
SPECIAL SKILL:
CONCEPT
(DYNAMISM)
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Principles of Design
The six key principles of design are:
Emphasiskeeping your main message clear, both in terms ofthe layout and the typography.
Contrastvisually stressing the difference between the differentelements on the page.
Balancegrouping information in a logical way, leaving a clearand pleasing effect and using space appropriately.
Alignmentdrawing connections with different elements e.g.graphics, images, shapes and lines.
Repetitionwhere all the elements meet, they need to unifyand feed into the main message.
Flowhow the design leads the eye, starting with the simplestpoint that Western readers tend to read from left to right.
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Terminology
The following is some of the most important
terminology that you will come across in design. Try
to use both the principles and these terms when
analysing and creating your designs:
Visual Hierarchysplitting information into primary,
secondary and tertiary message.
Focal pointthe part of the page that is most emphasised.
AccentAny other points than the focal point that influence
the key message, too much of which can cloud it.
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Terminology
Thumbnaila quick, exploratory sketch that act as the
visual proof of a thinking process. Thumbnails that you quite
like become Roughs before choosing your favourite and
polishing it up as a Comp (comprehensive).
Body Copythe small type that carries most of the
information in a design.
Dead Space / White Spacespace that represents an
unwieldy gap vs. space that contributes to the aesthetic flow.
Serif/ San Serifa serif is the parts of letters that stick out
and are often flowing type whereas sans serif is without
serifs and usually look more blocky.
Leftfieldnot expected or prepared for (often have an
unclear purpose; seen as quite quirky)
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EmphasisKeeping your main message clear, both in terms of the layout and the
typography.
1. What are the primary, secondary and
tertiary focal points?
2. Special effects
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EmphasisKeeping your main message clear, both in terms of the layout and the
typography.
3. In pairs or groups, discuss how to improve the
following designs
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EmphasisKeeping your main message clear, both in terms of the layout and the
typography.
Use colours to keep the text in
order e.g.flashes in yellow.
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EmphasisKeeping your main message clear, both in terms of the layout and the
typography.
Consider mode of address andpositioning in photography toreach out to your audience.
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EmphasisKeeping your main message clear, both in terms of the layout and the
typography.
Adjust size (proportion) andreduce the variation of colours tomake create a visual hierarchy.
Too big.
Better.
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ContrastVisually stressing the difference between the different elements on the page.
1. What two changes to this page have
had the most effect from a design
point of view?
2. If you were to attempt to create a
two-word logo purely in MS Word,
what might you do to help it stand
out?
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ContrastVisually stressing the difference between the different elements on the page.
3. How can you improve the contrast between elements
in this menu?
4. How has the contrast improved here?
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ContrastVisually stressing the difference between the different elements on the page.
Kickers tend to contain less text
but are usually larger; look for
patterns.
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ContrastVisually stressing the difference between the different elements on the page.
Using boxes and stroke
outlines to bring out written
elements.
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BalanceGrouping information in a logical way, leaving a clear and pleasing effect and
using space appropriately.
1. Without re-sizing anything, how might you create a
greater sense of balance with this flyer by re-
arrangement?
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Balance
2. Dont just fill up the page. Use the
space wisely. How might you re-size
and re-style this flyer?
3. See how this image complements itself
on each side.
Grouping information in a logical way, leaving a clear and pleasing effect and
using space appropriately.
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Balance
Follow the eye line and make
use of nose room.
Grouping information in a logical way, leaving a clear and pleasing effect and
using space appropriately.
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Balance
According to the style / feature photo,use a traditional menu strip or as ablock.
Grouping information in a logical way, leaving a clear and pleasing effect and
using space appropriately.
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Balance
Choose fonts that complement thehouse style and each other whilstkeeping the emphasis in the order
Grouping information in a logical way, leaving a clear and pleasing effect and
using space appropriately.
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AlignmentDrawing connections with different elements e.g.graphics, images, shapes and
lines.
1. Load up InDesign as shown. Why is it set up like this?
2. How might you re-position the text and graphics to
greater effect with this poster?
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AlignmentDrawing connections with different elements e.g.graphics, images, shapes and
lines.
3. Here are some different alignment effects.
Click me
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AlignmentDrawing connections with different elements e.g.graphics, images, shapes and
lines.
Use the purple lines in InDesign (orimaginary borders) as well as thecolumns
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AlignmentDrawing connections with different elements e.g.graphics, images, shapes and
lines.
Use lines and graphics to separateitems and introduce colour /graphic cohesion.
Take note of the eye-catchingplacement of the headlines
and leading text / anchoragehere.
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RepetitionWhere all the elements meet, they need to unify and feed into the main
message.
1. How might you make better use of the egg symbol for
these pages?
R i i
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RepetitionWhere all the elements meet, they need to unify and feed into the main
message.
2. How do these font changes work? Are they effective?
R i i
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RepetitionWhere all the elements meet, they need to unify and feed into the main
message.
3. What has
improved
here and
what couldbe better?
R titi
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RepetitionWhere all the elements meet, they need to unify and feed into the main
message.
Use themes e.g.connotations of
language, graphic features,
anchorage, lexical fields etc.
R titi
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RepetitionWhere all the elements meet, they need to unify and feed into the main
message.
Re-using graphic features and
smaller versions of the
masthead.
Fl
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FlowHow the design leads the eye.
1. What technique is this known as in Photoshop?
2. Why doesnt this work?
Fl
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FlowHow the design leads the eye.
3. Explain why the text
has been grouped in
this way and what
contributes to the flow.
Fl
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FlowHow the design leads the eye.
The visual hierarchy can be made
clear through sizing, positioning or
alignment
Fl
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FlowHow the design leads the eye.
Merging parts of a photo in
the masthead / headline can
highlight areas or create an
association i.e.it links them.
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Inspiration
Graphic design is a huge and expanding field that growsalongside the power of the web and commercial business.There is therefore lots of inspiration to find. Begin bypicking one of the following designers and researching their
work. Whichever you choose, try to identify some of theirmost celebrated designs and what styles, principles ortechniques they appear to excel with:
David Carson
Paul Rand
Alan Fletcher
Katherine McCoy
Saul Bass
Neville Brody
Giambattista Bodoni
Chip Kidd
Milton Glaser
Adrain Fruitger
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Inspiration
For further inspiration, try the following links:
25 Graphic Designers to follow
46 Greatest Logos of All Time
10 Great Infographics
12 Documentaries every graphic designer should see
Brilliant words of advice from 14 Great GraphicDesigners
And, for a dose of reality:
The 25 Worst Things About Being A Graphic DesignerToday
http://www.creativebloq.com/graphic-design/20-awesome-graphic-designers-follow-behance-1012941http://www.wellsdrew.com/blog/greatest-logos-of-all-time/http://trendland.com/10-great-infographics-for-graphic-designers/http://99designs.com/designer-blog/2013/07/09/12-documentaries-every-graphic-designer-should-see/http://www.fastcodesign.com/1672461/brilliant-words-of-advice-from-14-great-graphic-designershttp://www.fastcodesign.com/1672461/brilliant-words-of-advice-from-14-great-graphic-designershttp://www.buzzfeed.com/agh/the-25-worst-things-about-being-a-graphic-designer-todayhttp://www.buzzfeed.com/agh/the-25-worst-things-about-being-a-graphic-designer-todayhttp://www.buzzfeed.com/agh/the-25-worst-things-about-being-a-graphic-designer-todayhttp://www.buzzfeed.com/agh/the-25-worst-things-about-being-a-graphic-designer-todayhttp://www.fastcodesign.com/1672461/brilliant-words-of-advice-from-14-great-graphic-designershttp://www.fastcodesign.com/1672461/brilliant-words-of-advice-from-14-great-graphic-designershttp://99designs.com/designer-blog/2013/07/09/12-documentaries-every-graphic-designer-should-see/http://trendland.com/10-great-infographics-for-graphic-designers/http://trendland.com/10-great-infographics-for-graphic-designers/http://www.wellsdrew.com/blog/greatest-logos-of-all-time/http://www.creativebloq.com/graphic-design/20-awesome-graphic-designers-follow-behance-1012941 -
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Aims & Objectives
To introduce and demonstrate the key principles of
design.
To develop understanding of terminology to help withthe analysis of graphic designs.
To research graphic designs and graphic designers.
To discuss how to put the principles of design intoaction.