principles of design (williams)

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DESIGN PRINCIPLES Based on The Non-Designer’s Design Book by Robin Williams Presentation for SCI 2777 Storytelling with Data Sr. Edith Bogue, Associate Professor, The College of St. Scholastica Images from PowerPoint by Saul Greenberg

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Page 1: Principles of Design (Williams)

DESIGN PRINCIPLESBased on The Non-Designer’s Design Book

by Robin Williams

Presentation for SCI 2777 Storytelling with Data

Sr. Edith Bogue, Associate Professor, The College of St. Scholastica

Images from PowerPoint by Saul Greenberg

Page 2: Principles of Design (Williams)

Where does your eye go?

title

subtext

three points

main point

sub point

Based on The Non-Designers Design Book by Robin Williams

Page 3: Principles of Design (Williams)

What directs your eyefrom one place to another?Design is subtle.

It guides your eye based on cognitive principles.

The basic principles are easy to learn.

Page 4: Principles of Design (Williams)

PARCProximityAlignment RepetitionContrast

Based on The Non-Designers Design Book by Robin Williams

Page 5: Principles of Design (Williams)
Page 6: Principles of Design (Williams)

Proximity◦ related elements appear as a group

◦ separates unrelated elements

◦ white space is design

as much as the elements1

2

3

Based on The Non-Designers Design Book by Robin Williams

Page 7: Principles of Design (Williams)

Alignment◦ visual flow – most visible when absent

◦ connects elements in order

◦ vertical

horizontal

diagonal

1

2

3

4Based on The Non-Designers Design Book by Robin Williams

Page 8: Principles of Design (Williams)

Repetition ◦ repeat throughout entire piece

◦ color, size, type, pictures, etc.

◦ consistency creates unity

1

2 3

4Based on The Non-Designers Design Book by Robin Williams

Page 9: Principles of Design (Williams)

Contrast◦ makes differences obvious

◦ highlights dominant elements

◦ lesser elements come last

◦ generates dynamism

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2

3

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Based on The Non-Designers Design Book by Robin Williams

Page 10: Principles of Design (Williams)

Principles Work Together

title

subtext

three points

main point

sub point

Based on The Non-Designers Design Book by Robin Williams