Principles and Elements of Design

-

This project revolves around visual communication; creating poster designs that represent principles and elements of design. A the outset of the project it was important to research the design principles, their connotations and consider visual connections that can be made. A list was compiled of this research and from here initial ideas were made of possible visual representations.

Line – Strokes that show motion and connect two points, can be implied
Mark – Smallest and most basic element, varies in size, used to create patterns etc
Shape – Defined area and stands out from the surrounding area
Form – Volumes and mass, the 3D aspects of objects, forms viewed from all angles
Space – An empty place in or around works of art, 2D, 3D or negative/positive space
Texture – The surface of an object, the feel and look of it
Value/Gradient – How light or dark an image is
Colour – How colour generates emotion, compliments and defines importance
Movement – How the eye is manipulated and an object seems to be moving in an image
Balance – Aesthetically pleasing arrangement/symmetry
Rhythm – Repetition of visual movement of elements (shape, colour etc)
Proportion – Relative size and scale of the various elements, their relationship
Emphasis – Focal point in a design, how attention is brought to it
Contrast – Objects with highlighted differences brought together
Repetition/Pattern – Elements placed in a planned/random repetition
Alignment – How elements form the image, the space between them
Hierarchy – The order the eye perceives information, created through contrast/depth
Unity – Harmony of the whole composition





Comments

Post a Comment

Popular posts from this blog

Booklet Design Research

-
Image
To gain inspiration for my booklet designs, I looked at examples of booklets with interesting features creating a mood board of images: The first three of designs use a selective 2 or 3 colour palette. By limiting colour continuity can be achieved and an understated visual appeal. These designs also feature large titles that span almost an entire page, which, in the case of my booklet, would allow me to display the typefaces clearly to the reader. The fourth image uses diagonal text boxes and titles that follow a perpendicular pattern. By rotating the text interest can be added, but it is important not to repeat it too often as it could become a gimmick. A few of the examples use black type over just a plain white page, limited the text to smaller segments, thus, using the white space to make the design minimalist. A couple of the booklets use contrasting page colours using a black background and then a white on the other side, this segregates the information but still k...
Read more

Booklet Colour Scheme Development

-
Image
Red and Black: After selecting my final layout design, I began looking at colour. In my first design, I used the 'I Love New York' logo as inspiration using the same shade of red as the heart. From here, I created tint swatches of the colour at 75%, 50% and 25%, giving a graduation of tones that I could use together with the black text. I decided to use minimal elements of other tones in this design, by using a grey line beneath the subtitle. I found the original red too vibrant for the block of colour, using the second shade down. This was still bold enough to make the white text stand out. As the photograph was already slightly translucent it allowed some of the red to come through behind, giving it a tinted effect. I used the bolder red for the subtitle and the drop cap. For the water mark effect I used the second boldest red at a 15% opacity. Orange and Blue: Referring to a colour wheel, I wanted to experiment with complimentary colours. I chose orang...
Read more