Principles of graphics design
Download
1 / 15

PrinciplesoGraphicsD.. - PowerPoint PPT Presentation


  • 253 Views
  • Updated On :

Principles of Graphics Design. Howell Istance School of Computing Technology De Montfort University. Principles in Graphics Design.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'PrinciplesoGraphicsD..' - Roberta


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Principles of graphics design l.jpg

Principles of Graphics Design

Howell Istance

School of Computing Technology

De Montfort University

© De Montfort University, 2001


Principles in graphics design l.jpg

Principles in Graphics Design

Visual language - visual characteristics of a set of objects (point, line, plane, volume) and the way in which they are related to each other (balance, rhythms, structure, proportion)

Design is valued for its fitness to a particular user and task design aesthetic is always related to the intended function of the resulting product

3 design themes

Elegance and Simplicity

Scale, Contrast and Proportion

Organisation and Visual Structure

© De Montfort University, 2001


Elegance and simplicity l.jpg
Elegance and Simplicity

Seen in the immediately obvious success of a novel approach that solves a problem completely yet in a highly economical way

Principles

  • Difficult to achieve understatement through conscious effort

  • Elements in the design must be unified to produce a coherent whole

  • The parts (and the whole) must be refined to focus the viewers attention on the essential parts

  • The fitness of the solution to the communication problem must be assured at every level.

© De Montfort University, 2001


Elegance and simplicity4 l.jpg
Elegance and Simplicity

Techniques

  • Reduce a design to its essence

  • Regularise the elements of the design

  • Combining the elements for maximum leverage

    "Simplicity doesn't mean poverty, it does not mean the absence of any décor or absolute nudity. It only means that the décor should belong intimately to the design proper and anything foreign to it should be taken away."

© De Montfort University, 2001


Scale contrast and proportion l.jpg
Scale, Contrast and Proportion

  • Scale - feeling of the design fitting into its space and surroundings

  • Contrast - noticeable differences along a common visual dimension

  • Proportion - metric that guide choice of scales in a contrast relationship

  • Differentiation - contrast essential for differentiating elements from one another

© De Montfort University, 2001


Scale contrast and proportion6 l.jpg
Scale, Contrast and Proportion

  • Emphasis - scale and contrast used to emphasize important elements

  • Activity - scale and contrast move viewers eye through a composition in a predictable sequence

  • Interest - scale and contrast can add visual interest by counter posing elements with strongly opposed visual qualities

© De Montfort University, 2001


Scale contrast and proportion7 l.jpg
Scale, Contrast and Proportion

Principles

  • Clarity

  • Harmony

  • Activity

  • Restraint

    Techniques

  • Perceptual layering

  • Sharpening visual distinctions

© De Montfort University, 2001


Organisation and visual structure l.jpg
Organisation and Visual Structure

Principles

  • Grouping - related

  • Hierarchy - of importance for elements and groups

  • Structure - to reflect relationships between groups

  • Balance - in resultant composition

    Techniques

  • Using symmetry to ensure focus

  • Using alignment to establish visual relationships

  • Optical adjustment for human vision

© De Montfort University, 2001


Rules of thumb l.jpg
Rules of Thumb

  • Understand the medium

  • Establish a visual hierarchy

  • Direct the reader’s eye

  • Avoid graphics distractions

  • Be consistent

© De Montfort University, 2001


Visual scanning l.jpg
Visual Scanning

  • Readers see pages first as large masses of shapes and colour

  • second, they pick out specific information, initially from graphics...

  • ..then starting to get information from text

    image taken from Yale Style Manual at http://info.med.yale.edu/caim/manual/index.html

© De Montfort University, 2001


Establish visual hierarchy l.jpg
Establish visual hierarchy

  • ...through graphic balance and organisation of the page

    image taken from Yale Style Manual at http://info.med.yale.edu/caim/manual/index.html

© De Montfort University, 2001


Direct the reader s eye l.jpg
Direct the reader's eye

  • In the West, readers of English

    • read from left to right,

    • top of the page to the bottom.

  • In page layout top of the page most dominant location,

  • Subtle pastel shades of colors for background or minor elements

  • Avoid bold, highly saturated primary colors except in regions of maximum emphasis

  • Type must always contrast sharply with any background color

© De Montfort University, 2001


Avoid graphic distraction l.jpg
Avoid graphic distraction

  • Use horizontal ruler, bullets, icons sparingly to avoid a patchy and confused lay out

    image taken from Yale Style Manual at http://info.med.yale.edu/caim/manual/index.html

© De Montfort University, 2001


Consistency l.jpg
Consistency

  • Consistent colour schemes aid user orientation about where they are

    image taken from Yale Style Manual at http://info.med.yale.edu/caim/manual/index.html

© De Montfort University, 2001


Consistency15 l.jpg
Consistency

  • Consistent navigation mechanisms retain elements of the ‘look’ (visual appearance) and ‘feel’ (behaviour - response to user input)

    image taken from Yale Style Manual at http://info.med.yale.edu/caim/manual/index.html

(main page)

(subsequent pages)

© De Montfort University, 2001


ad