4. Balance
⢠Relation of elements in composition with
regards to their visual weight.
⢠Relation to ideas of physical structure.
⢠Mass, gravity, edge.
⢠Symmetrical and Asymmetrical.
12. Proportion
⢠Relative size of different elements in terms
of scale.
⢠Also relates to balance and symmetry.
⢠Can also be used to describe depth.
18. Unity
⢠Relation between elements of a design
and the compostition as a whole.
⢠Tie it together to show wholeness.
⢠Break it apart to show variety.
⢠Principles based on Gestalt theory of how
our mind organizes visual information.
21. Basic elements of design
⢠Color
⢠Line
⢠Shape
⢠Form
⢠Texture
22. Color and Line
⢠Color
âŚâŚ Meaning in different contexts and cultures.
âŚâŚ Red = Love OR Red = Danger/Warning
âŚâŚ Statistical preferences according to how the eye works.
⢠Line
âŚâŚ Direction, purpose, intent.
âŚâŚ Lead gaze or obstruct gaze.
23. Shape and Form
⢠Shape
âŚâŚ The two dimensional shape of an object.
âŚâŚ Recognition of objects and weight.
⢠Form
âŚâŚ Three dimensional shape of an object.
âŚâŚ Shows volume and depth.
âŚâŚ Relation to real world - like in greyscale.
24. Texture
⢠Relates to the tactile response of touching
physical objects.
⢠Design of some software applications.
⢠Sense of realness.
25. Layout and composition
⢠Rule of thirds
âŚâŚ If dividing a frame into thirds horizontally and vertically.
âŚâŚ The focus should be place on one of the intersections of
those lines.
âŚâŚ The focus element should be differentiated from the
background by contrast in either colour, shape, or form.
âŚâŚ There should be elements leading the gaze into that
position.
26. Layout and composition
⢠Grid based layout
âŚâŚ Based upon laying out items to align to a pre-defined grid
to ensure balance, unity, and harmony.
28. Layout and composition
âŚâŚ Editorial layout
âŚâŚ Applicable to content
heavy designs
29. Communication
⢠Typography
âŚâŚ Legibility vs Readability
âŚâŚ Design elements at the root.
âŚâŚ What are you saying?
⢠Separation of concern
âŚâŚ What is the job?
âŚâŚ Keep elements grouped logically in consumable âchunksâ.
âŚâŚ Focus on the purpose in choosing content.