Design 101
〰️
Design 101 〰️
Introductions
Benjamin Beck
Thiel College, BA in Fine Arts
Sans MOCO Gallery, Instructor
Marketing & Design for 100s of Businesses & Organizations
Specialty in Reductionism
Works in Adobe Creative Cloud, Uses Envato Elements
Hates Comic Sans
Sandra Wheeler
PennWest Edinboro, BA in Speech, Communications-PR, & Advertising
Gannon University, MPA, Public Administration
Marketing Specialist 15+ years
More cool stuff
More cool stuff
More cool stuff
3 Areas of Focus
ELEMENTS
PRINCIPLES
COMPOSITION
& CONCEPTS
Principles
The Principles of Design describe the use of the elements previously covered (Line, Shape, Form, Value, Texture). These Principles use the elements and aid in the overall composition. Principles include the following theories:
Balance: That which renders visible qualities equally. There are visual representations, such as weight, that can be used to achieve balance. The equal distribution of visible attributes in design are often not symmetrical, yet still give the overall sense of evenness. Unity, Harmony and Chaos are all results of attributing balance or an imbalance to a design.
S
Y
M
M
E
T
R
Y
A
S
Y
M
M
E
T
R
Y
BALANCE
E
X
A
M
P
L
E
S
Unity: The state of being one; oneness. Unity can be accomplished through balance and symmetry. However, it can also happen visually through other means such as the unity of movement, repetition, patterns, proximity, alignment…
UNITY
Harmony vs. Chaos
Harmony vs. Chaos: (HARMONY)The just adaptation of parts to each other, in any system or composition of things intended to form a connected whole. (CHAOS) Confusion; disorder; a state in which the parts are undistinguished. These yin and yang principles are heavily impacted by the force content plays in the overall design. The end result in either Harmony or Chaos is visually represented by the use of elements complimenting each other or a dissonant application.
HARMONY
CHAOS
Tension
Tension: The act of stretching or straining. Visually, tension strains the mind and eye. A certain degree of tension represented in design can have an appealing effect as it keeps the viewer interested, subconsciously trying to understand what is "different" about the visual stimulation they are observing. Tension is commonly accomplished when objects are just about to touch or are pulling away from each other, when an object is just entering the picture plane or just leaving the picture plane, as well as when two diagonals cross.
Rhythm & Repetition
Rhythm & Repetition: (RHYTHM) Duly regulated by cadences, accents and quantities. (REPETITION) Iteration of the same act for the purpose of making a deeper impression on the audience. Repeating elements throughout a design establishes a rhythm and can accomplish a sense of unity. It can also be used to create movement and direct the eye.
Movement & Flow
Movement & Flow: A passing, progression, shaking, turning or flowing (MOVEMENT). To glide along smoothly, without harshness or asperity (FLOW). Diagonals, triangles, repeating or rhythmic elements create a sense of movement in design. The more unified and harmonious this principle is applied the more lasting visual impression of "flow" it leaves on the viewer.
Pattern
Pattern: An original or model proposed for imitation; the archetype. Patterns can be visually literal, like unifying textures, or more subdued, maybe through matching rhythmic undertones.
Emphasis
Emphasis: A particular stress suited to convey its meaning in the best manner. Emphasis in design is organized based on the hierarchy of information. This means that the more important information proportionately occupies more visual space. Scale promotes the emphatic essence.
Alignment
Alignment: Arrangement in a straight line, or in correct or appropriate relative positions. There are many different alignment choices and preferences, but this principle will affect movement and flow and create hidden lines and shapes.
FONT
Serif
Sans Serif
COLOR
IMAGES
Landscape vs. Portrait
Resolution & Quality
Resizing (Avoiding the Squish)
Copyright
ODD VS. EVEN
JUXTAPOSITION
POSITIVE & NEGATIVE SPACE
TRIANGLES
FULL BLEED
.PNG .JPEG .PDF
FORM & FUNCTION
Color Theory & Color Wheel
Brand Consistency
CMYK vs RGB
Red