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This presentation has all the essential points on “Design Principles for All the\nDesigners” whether they are web, graphic, video editor, animation, visual effects artist, motion graphic artist, multimedia\ndesigner or from any other design industry e.g. fashion, interior, architectural designing.

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Must to Know for

Must to Know for All Designers

All Designers

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A Workshop by Ravi Bhadauria at ADMEC Multimedia Institute

A Workshop by Ravi Bhadauria at ADMEC Multimedia Institute

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A Presentation by: Ravi Bhadauria

R

ADMEC MULTIMEDIA INSTITUTE

ADMEC MULTIMEDIA INSTITUTE

Leader in Animation & Digital Media Education

Leader in Animation & Digital Media Education

ISO 9001 : 2015 CERTIFIED

ISO 9001 : 2015 CERTIFIED

www.admecindia.co.in

www.admecindia.co.in | | www.graphic

www.graphic- -design

Phones: +91

Phones: +91- -9811

9811- -8181

8181- -22, +91

design- -institute.com

institute.com

22, +91- -9911

9911- -7823

7823- -50

50

preface acknowledgment preface acknowledgment

Preface & Acknowledgment

Preface & Acknowledgment

Dear Reader,

Dear Reader,

ADMEC Multimedia Institute is a growing institute which provides industry oriented training to

the world at large. Being a multimedia institute we offer training for designing content for the

advertising and publishing on various medias also.

This presentation is one of the best presentations from our study material for our weekly

workshops which ADMEC conducts every week at the center. We want to share this with the

world so that everyone can take benefits from our efforts.

This presentation contains all the points helpful in my lecture on “Design Principles for All the

Designers” in the classroom whether they are graphic, web, animation, video editor, multimedia

designer or from any other design discipline e.g. fashion, interior, architectural designing.

We express thanks to many books and websites, specially Google for making it one of the best

presentations of all the time.

Thanks

Ravi Bhadauria,

Ravi Bhadauria, Instructor (Web and Visual Designing)

Director ADMEC Multimedia Institute

www.admecindia.co.in

what are you going to learn today what

What are you going to learn today?

What are you going to learn today?

 Why principles of design are very important?

 Essential design elements

 Common design principles

 Gestalt design principles of visual perception

 Space and the figure-ground relationship

 Use of Contrast and Similarity in designs

 Visual weight and visual direction

 Projects

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the design principles are proven concepts useful

The Design Principles

are proven concepts

useful to arrange the

structural elements of

a design.

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1 1 elements elements of design

1.

1. Elements

Elements of Design

of Design

Design elements are the basic units of a painting, drawing,

design or other visual piece and include:

 Line

 Shape

 Direction

 Size

 Texture

 Value

 Space

 Text

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elements of design elements of design

Elements of Design

Elements of Design

elements of design elements of design 1

Elements of Design

Elements of Design

elements of design elements of design 2

Elements of Design

Elements of Design

2 2 principles principles of design

2.

2. Principles

Principles of Design

of Design

The most intrinsic principles are:

 Balance

 Gradation

 Proportion

 Rhythm

 Emphasis

 Unity or Proximity

 Repetition

 Contrast

 Alignment

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principles of design principles of design

Principles of Design

Principles of Design

The descriptive principles of how we

visually perceive objects begins with the

principles of gestalt

gestalt, because many of the

design principles we follow arise out of

gestalt theory

gestalt theory.

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principles of design principles of design 1

Principles of Design

Principles of Design

Gestalt psychology is a school of thought

objects and scenes can be observed in their simplest forms

objects and scenes can be observed in their simplest forms.

Sometimes referred to as the 'Law of

'Law of Simplicity’,

proposes that the whole of an object

whole of an object or scene is more

important than its individual parts

important than its individual parts.

school of thought that believes all

Simplicity’, the theory

more

Gestalt psychology proposes a unique perspective on

human perception.

According to Gestalt psychologists, we don't just see the

world, we actively interpret what we see, depending on what

we are expecting to see.

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principles of design principles of design 2

Principles of Design

Principles of Design

A famous French author, Anaïs

psychologist, framed that idea in an interesting way:

Anaïs Nin

Nin, who was not a

'We

'We do not see the world as it is; we see it as we

do not see the world as it is; we see it as we are.'

are.'

Gestalt psychology encourages people to 'think outside of

the box'

the box' and ‘look

look for

for patterns

patterns’.

'think outside of

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the gestalt principles are about perception

The gestalt principles

are about perception

and what is visually

communicated by

objects.

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3 3 gestalt gestalt theory

3.

3. Gestalt

Gestalt Theory

Theory

The Key Ideas Behind Gestalt Theory

“The whole is other than

the sum of the parts.”

There are several key ideas behind gestalt.

 Emergence (the whole is identified before the parts)

 Reification (our mind fills in the gaps)

 Multi-stability (the mind seeks to avoid uncertainty)

 Invariance (we’re good at recognizing similarities and differences)

gestalt theory gestalt theory

Gestalt Theory

Gestalt Theory

Emergence (

Emergence (the whole is

identified before the parts

identified before the parts) )

the whole is

Emergence is the process of forming

complex patterns from simple rules.

When designing, keep in mind that

people will identify elements first by

their general form. A simple well

defined object will communicate

more quickly than a detailed object

with a hard to recognize contour.

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gestalt theory gestalt theory 1

Gestalt Theory

Gestalt Theory

Emergence (the whole is identified before the parts)

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gestalt theory gestalt theory 2

Gestalt Theory

Gestalt Theory

Reification (

Reification (our mind fills in the gaps

our mind fills in the gaps) )

Reification is an aspect of perception in which the object as

perceived contains more spatial information than what is

actually present.

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gestalt theory gestalt theory 3

Gestalt Theory

Gestalt Theory

Multi

Multi- -stability (

stability (the mind seeks to

the mind seeks to

avoid uncertainty

avoid uncertainty) )

Multi-stability is the tendency of

ambiguous perceptual experiences

to move unstably back and forth

between alternative interpretations.

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gestalt theory gestalt theory 4

Gestalt Theory

Gestalt Theory

Invariance (we’re good at recognizing similarities and differences)

Invariance is a property of perception in which simple objects are recognized

independent of their rotation, translation and scale.

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gestalt theory gestalt theory 5

Gestalt Theory

Gestalt Theory

Invariance

4 4 gestalt gestalt principles

4.

4. Gestalt

Gestalt Principles

Principles

8. Continuation

1. Law of Simplicity

(Law of Prägnanz)

9. Common Fate

2. Closure

10. Parallelism

3. Symmetry and order

11. Similarity

4. Figure/Ground

12. Focal Point

5. Uniform Connectedness

13. Past Experiences

6. Common Regions

7. Proximity

gestalt principles gestalt principles

Gestalt Principles

Gestalt Principles

Law of

Law of Prägnanz

Prägnanz

( (Good Figure, Law of Simplicity

Good Figure, Law of Simplicity) )

“People will perceive and

interpret ambiguous or

complex images as the

simplest form(s) possible.”

gestalt principles gestalt principles 1

Gestalt Principles

Gestalt Principles

Law of

Law of Prägnanz

Prägnanz

gestalt principles gestalt principles 2

Gestalt Principles

Gestalt Principles

Law of Prägnanz

Law of Prägnanz

gestalt principles gestalt principles 3

Gestalt Principles

Gestalt Principles

Closure

Closure

“When seeing a complex arrangement of elements, we tend

to look for a single, recognizable pattern.”

gestalt principles gestalt principles 4

Gestalt Principles

Gestalt Principles

Symmetry and Order

Symmetry and Order

“People tend to perceive objects as symmetrical shapes that

form around their center.”

gestalt principles gestalt principles 5

Gestalt Principles

Gestalt Principles

Figure/ Ground

Figure/ Ground

“Elements are perceived as either figure (the element in

focus) or ground (the background on which the figure rests).”

gestalt principles gestalt principles 6

Gestalt Principles

Gestalt Principles

Uniform Connectedness

Uniform Connectedness

“Elements that are visually connected are perceived as more

related than elements with no connection.”

gestalt principles gestalt principles 7

Gestalt Principles

Gestalt Principles

Common Regions

Common Regions

“Elements are perceived as part of a group if they are located

within the same closed region.”

gestalt principles gestalt principles 8

Gestalt Principles

Gestalt Principles

Proximity

Proximity

“Objects that are closer together are perceived as more

related than objects that are further apart.”

gestalt principles gestalt principles 9

Gestalt Principles

Gestalt Principles

Continuation

Continuation

“Elements arranged on a line or curve are perceived as more

related than elements not on the line or curve.”

gestalt principles gestalt principles 10

Gestalt Principles

Gestalt Principles

Common Fate (Synchrony)

Common Fate (Synchrony)

“Elements that move in the same direction are perceived as

more related than elements that are stationary or that move

in different directions.”

gestalt principles gestalt principles 11

Gestalt Principles

Gestalt Principles

Parallelism

Parallelism

“Elements that are parallel to each other are seen as more

related than elements not parallel to each other.”

gestalt principles gestalt principles 12

Gestalt Principles

Gestalt Principles

Similarity

Similarity

“Elements that are visually connected are perceived as more

related than elements with no connection.”

gestalt principles gestalt principles 13

Gestalt Principles

Gestalt Principles

Focal Points

Focal Points

“Elements with a point of interest, emphasis or difference will

capture and hold the viewer’s attention.”

gestalt principles gestalt principles 14

Gestalt Principles

Gestalt Principles

Past Experiences

Past Experiences

“Elements tend to be perceived according to an observer’s

past experience.”

5 5 space space and figure and figure ground

5.

5. Space

Space and Figure

and Figure- -Ground Relationship

Ground Relationship

If you see graphic design as a process of arranging shapes on a canvas,

then you’re only seeing half of what you work with. The negative space

of the canvas is just as important

of the canvas is just as important as the positive elements that we

place on the canvas.

negative space

Design is an arrangement of both shapes and space. To work more

effectively with space, you must first become aware of it

first become aware of it and learn to

see it

see it — learn to see the shapes that space forms and how space

communicates.

learn to

“White space is to be regarded as an active element, not a passive

“White space is to be regarded as an active element, not a passive

background.”

background.”

space and figure space and figure ground

Space and Figure

Space and Figure- -Ground Relationship

Ground Relationship

space and figure space and figure ground 1

Space and Figure

Space and Figure- -Ground Relationship

Ground Relationship

What is the depth?

What is the depth?

space and figure space and figure ground 2

Space and Figure

Space and Figure- -Ground Relationship

Ground Relationship

What is the depth?

What is the depth?

space and figure space and figure ground 3

Space and Figure

Space and Figure- -Ground Relationship

Ground Relationship

There are three types of figure

There are three types of figure- -ground relationships:

ground relationships:

 Stable (down left)

 Reversible (down center)

 Ambiguous (down right)

space and figure space and figure ground 4

Space and Figure

Space and Figure- -Ground Relationship

Ground Relationship

Figure-ground is not the only gestalt principle in which space plays a

prominent role. Two others are these:

Proximity

Proximity

Closure

Closure

7 7 space space as a design element as a design

7.

7. Space

Space As A Design Element

As A Design Element

Space can do the following

Space can do the following:

establish contrast, emphasis, and hierarchy;

generate drama and tension;

provide visual rest between groups of elements.

One of the more important functions of space is to improve readability

and legibility

and legibility. Macro-space makes text more inviting. Micro-space

makes it more legible.

Micro

Micro- -space

space

Macro-space

improve readability

space as a design element space as a design

Space As A Design Element

Space As A Design Element

Space can also convey attributes other than quality, such as:

sophistication

simplicity

luxury

cleanliness

solitude

Openness

Don’t be afraid to use space

Don’t be afraid to use space. View it as an important design element

under your control.

8 8 connecting connecting and separating elements

8.

8. Connecting

Connecting and Separating Elements

and Separating Elements

Through Contrast & Similarity

Through Contrast & Similarity

A few characteristics, however, are most often used to show similarity

and contrast. In no particular order, these are:

size

shape

color

value

texture

position

orientation

connecting and separating elements connecting

Connecting and Separating Elements

Connecting and Separating Elements

Through Contrast & Similarity

Through Contrast & Similarity

Contrast and Gestalt

Contrast and Gestalt

 Figure-ground

 Focal points

connecting and separating elements connecting 1

Connecting and Separating Elements

Connecting and Separating Elements

Through Contrast & Similarity

Through Contrast & Similarity

Similarity and Gestalt

Similarity and Gestalt

 Closure

 symmetry and order

 uniform connectedness

 common regions

 Proximity

 Continuation

 common fate

 parallelism

9 9 visual visual weight and direction weight

9.

9. Visual

Visual Weight and Direction

Weight and Direction

Every element in design have a visual force that attracts the attention

of the readers. The greater the force, the more the user is attracted.

These forces also appear to act on other elements, imparting a visual

direction to their potential movement and suggesting where you should

look next.

We refer to this force as visual weight

visual forces as visual direction

visual direction. Both are important concepts to

understand if you want to create hierarchy

your composition.

visual weight and to the perceived direction of

hierarchy, flow

flow, rhythm

rhythm and balance

balance in

visual weight and direction visual weight

Visual Weight and Direction

Visual Weight and Direction

Visual Weight

Visual Weight

visual weight and direction visual weight 1

Visual Weight and Direction

Visual Weight and Direction

Visual Direction

Visual Direction

visual weight and direction visual weight 2

Visual Weight and Direction

Visual Weight and Direction

How Do You Measure Visual Weight?

How Do You Measure Visual Weight?

Although there is no device to measure it yet you can use your experice to manage

and judge it. Followings are few feature to manage it.

Size

Color

Value

Position

Texture

Shape

Orientation

visual weight and direction visual weight 3

Visual Weight and Direction

Visual Weight and Direction

How Do You Measure Visual Weight?

How Do You Measure Visual Weight?

You don’t have to limit yourself to the primitive features above. You can use

additional characteristics to control visual weight.

Density

Local white space

Intrinsic interest

Depth

Saturation

Perceived physical weight

visual weight and direction visual weight 4

Visual Weight and Direction

Visual Weight and Direction

Visual Weight and Gestalt

Visual Weight and Gestalt

 Figure-ground

 Proximity

 Similarity and contrast

 Focal point

 Past experience

visual weight and direction visual weight 5

Visual Weight and Direction

Visual Weight and Direction

Visual Direction

Visual Direction

You can think of direction as real or imaginary lines that point from

one element to another or that connect different elements. The lines

don’t need to be visible.

If visual weight is about attracting the eye to a particular location,

then visual direction is about leading the eye to the next location.

Some useful characteristics to manage the visual direction.

Shape of elements

Location of elements

Subject matter of elements

 Movement

 Structural skeleton

visual weight and direction visual weight 6

Visual Weight and Direction

Visual Weight and Direction

Visual Direction and Gestalt

Visual Direction and Gestalt

 Uniform connectedness

 Continuation

 Common fate

 Parallelism

visual weight and direction visual weight 7

Visual Weight and Direction

Visual Weight and Direction

The Overall Direction of a Composition

The Overall Direction of a Composition

One more concept of visual direction is that every composition will be

seen to have a dominant direction, whether horizontal, vertical or

diagonal.

 A horizontal direction makes the composition appear calm and

stable.

 A vertical direction adds a sense of formality, alertness and balance.

 A diagonal direction suggests movement and action.

projects projects

Projects

Projects

Write your views on the following topics (Minimum 600 Words)

(Minimum 600 Words)

Design Elements – Types and Uses in Designing

Gestalt Theory – The Key Ideas for a Better Design

Gestalt Principles – Must to Know for Every Designer

Visual Weight and Direction – Role in Designing

Negative Space – Smart Designers Use it as an Active Element

Thanks

ADMEC

ADMEC Multimedia Institute

Multimedia Institute

www.admecindia.co.in

www.admecindia.co.in

Phones: +91-9811-8181-22, 9911-7823-50

slide59

R

ADMEC MULTIMEDIA

Helpline 1: +91 9811-8181-22

Helpline 2: +91 9911-7823-50

Web: www.admecindia.co.in

Click to Read More on Visual Designing:

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