The Design Principles

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The Design Principles

• The overall flavour the ingredients create.

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The Design Principles

• Design Principles refer to the use and creative
  positioning of the Design Elements. They tie up
  all of the elements and allow for the page to
  take on a certain style.

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The Design Principles

• Design Principles refer to the use and creative
  positioning of the Design Elements. They tie up
  all of the elements and allow for the page to
  take on a certain style.
• Alignment
• Balance
• Contrast
• Dominance/Emphasis
• Flow
• Unity
• Whitespace

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Use of the Design Principles

• In your DTP work.
• The layouts should have been evaluated based
  against the Design Principles.
• In the exam.
• Knowledge of the Design Principles and how the
  effective use of Design Elements can create them.

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Alignment

• When all the features on a page are lined up in a
  specific way they allow the readers eye to move
  across the page easily.

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Alignment

• When all the features on a page are lined up in a
  specific way they allow the readers eye to move
  across the page easily. This is due to the page
  having a neat and structured look aligning can
  achieve.

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Alignment

• When all the features on a page are lined up in a
  specific way they allow the readers eye to move
  across the page easily. This is due to the page
  having a neat and structured look aligning can
  achieve.
• 4 ways of ALIGNING a page.

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Alignment

• 4 ways of ALIGNING a page.

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Alignment

• 4 ways of ALIGNING a page.

Right Aligned
Left Aligned
Centre Aligned
Justified
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Balance

• Balance can be found in Symmetrical, Asymmetrical
  and Radial forms. However they all give off
  different feelings and moods.
• What type of balance would you expect to use in
  the following designs
• Formal and Corporate
• Fun and Relaxed

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Balance

• Balance can be found in Symmetrical, Asymmetrical
  and Radial forms. However they all give off
  different feelings and moods.
• To discuss Balance you have to discuss the
  position and size of the Design Elements on the
  page.

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Balance

• Symmetrical Balance
• A- Symetrical Balance
• Radial Balance

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Contrast

• Contrast can come in a variety of different ways
  through colour, shape and fonts. Contrast can be
  eye-catching however when it is over used it can
  look messy and detract from the message.

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Contrast
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Contrast
Font Architecture is a structured sans serif
font which is modern however the fun font used
underneath contrasts with this and allows the
reader to know its going to get interesting.
Shape The modern curves of the car contrast
against the straight and linear columns and photo
graphs.
Colour The lack of colours is striking. Only
Black and White is used to create a dramatic look.
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Dominance and Emphasis

• The size, colour and tones all contribute to the
  amount of focus a feature can create in a page.

Generally this is found more in Headings and
Subheadings but as you can see her Images can
control the users focus.
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Flow

• The layout of graphical items should allow a
  readers eye to glide over the page and take in
  each piece of information with the correct amount
  of attention.

The amount of Dominance has to be correct to
allow this to work.
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Unity

• The spacing of items, the colour, the shape of
  items allows us to understand if items are
  connected.
• Items close together/overlapping tend to be
  related however something that is on its own
  helps create independence.

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Unity

• The spacing of items, the colour, the shape of
  items allows us to understand if items are
  connected.
• Items close together/overlapping tend to be
  related
• An item that is on its own helps create
  independence.

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Unity

• The spacing of items, the colour, the shape of
  items allows us to understand if items are
  connected.
• Items close together/overlapping tend to be
  related
• An item that is on its own helps create
  independence.

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Whitespace

• An empty area on the page it should have no text
  or imagery, allowing the eye to rest.

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Exam Question

• On the following page explain how the following
  Design Principles have been used?
• Unity
• Balance
• Contrast
• Alignment

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Exam Question