Principles

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Principles

• of

Design
Arkansas Teachers Technology Digital
Communications I FW Unit 4
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What is Balance?

• Balance places elements on the page so that text
  and graphic elements are evenly distributed.
• 2 Kinds of Balance
• Symmetrical Balance- a design in which all
  elements are symmetrical
• Asymmetrical Balance- design that is typically
  off-center or created with an odd or mismatched
  number of elements.

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Balance
Symmetrical Balance
Asymmetrical Balance
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How to create BALANCE

• Text that jumps out at you (REVERSE TYPE)
• Text Wrapping which adds white space
• Filling up the ENTIRE page by increase leading
  which adds white space
• Balance and unity of fonts and color
• Other Ideas
• Overlapping graphics
• Bleeds

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What is Proximity Unity?

• Proximity is the space between individual
  elements.
• Unity is how well the elements go together
  including shapes, color, text, etc.

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Proximity Unity
Not developed Design
Developed Design
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How to use Proximity

• Layer elements that are similar
• Overlap graphics that are similar to give a
  visual representation of being the same.
• Add shading to text boxes with bullets
• Add borders around similar elements
• Sprinkle blank returns into layout

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How to create Unity

• Consistent from layout to layout
• Be consistent with fonts, font size, styles ,etc.
• Be consistent in colors, shapes, and graphic
  styles.
• Use bleeds and shapes to unify a page
• Use strokes or borders

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What is Alignment?

• Alignment is the way in which text is lined on
  the margins of the document
• FOUR KINDS
• Leftcasual documents
• Rightspecial occasions or design purposes
• Centeredformal occasions
• Justifiednewspaper ads, journalism, etc.

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Alignment
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How to use alignment correctly

• Centered HEADLINES or TITLES are good.
• Centered BODY text is VERY formalShouldnt be
  used is casual textUSE in FORMAL documents such
  as invitations
• Right align titles to help balance page.

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What is Repetition?

• Repetition is the repeating of elements, shapes,
  colors, text and graphics in a publication.
• Can also be stated as consistency.

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Repetition
Not developed Design
Developed Design
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How to create Repetition

• Repeat headlines to show importance or create
  focal point
• Use same color scheme throughout publication
• Use same font and font size throughout
  publication
• Use same bullets throughout publication
• The use of reversed text throughout publication

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What is Contrast?

• This adds visual interest to your page.
• Contrast is when two elements are completely
  different.
• For example, when you have white text on a navy
  blue background.
• It makes the elements stand out!

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Contrast
Not developed Design
Developed Design
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How to create Contrast

• Creating an oversized graphic on the layout
• Using REVERSE TYPE
• Placing a dark object on a light layout

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What is White Space?

• White space is nothingIt is the absence of text
  graphics
• Its negative space, but it is NEEDED!
• It can be used to set a mood such as elegant
  wealth.

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White Space
Not developed Design
Developed Design
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How to create White Space

• Increase paragraph spacing
• Add leading, tracking or kerning
• Increase margins
• Increase gutter size
• Add text wrapping
• Use blank returns
• Create a Raised Cap!
• Or just put BLANK SPACE on the page!
• Dont go overboard! Keep your page balanced!