Basic design elements and principles, presented to a group of staff at Arizona State University

1. Design Basics
Design for Non-Designers
Anish Adalja
University Technology Office
Nina Kulhawy
Provost Communications Group

2. Design is everywhere.

3. DESIGN - What is Design?

4. Goal of design
 Catch their attention
 Provide the information
 Guide the viewer

5. LIKE

6. LIKE

8. I ❤ pink
& orange

9. Elements
 Line
 Color
 Texture
 Typography

10. Line

11. Line
Marian Bantjes: Print Magazine Cover JUL/AUG 2006

12. Line
David Hellsing: CSS Zen Garden, Contemporary Nouveau

13. Line
Veerle Peters: Geeky Dog

14. Color

15. Color
Hue
Value
Saturation

16. Color
C M
R G
B Y K
light ink

17. Color

18. Color

19. Color is relative
Color is cultural
I ❤ pink
Color is emotional
& orange

20. Color
Jordi Romkema: CSS Zen Garden, Pretty in Pink

21. Color
Fritz Klaetke, Art Director: Dance month 1995

22. Color

23. Texture

24. Texture

25. Texture

26. Texture

27. Texture
designsensory: http://www.knoxville.org/

28. Typography Typography Typography
Typography
Typography Typography Typography
Typography Typography Typography Typography
Typography Typography Typography
Typography Typography Typography Typography
Typography Typography typography

29. Four score and seven years ago
our fathers brought forth on this continent a new nation, conceived in
liberty and dedicated to the proposition that all men are created
equal!
Now we are engaged in a great civil war,
testing whether that nation or any nation so conceived and so
dedicated can long endure! We are met on a great battlefield of that
war! We have come to dedicate a portion of that field as a final
resting-place for those who here gave their lives that that nation
might live! It is altogether fitting and proper that we should do this!
But in a larger sense, we cannot dedicate, we cannot consecrate, we
cannot hallow this ground! The brave men, living and dead who
struggled here have consecrated it far above our poor power to add or
detract! The world will little note nor long remember what we say
here, but it can never forget what they did here!

30. Four score and seven years ago
our fathers brought forth on this continent a new nation, conceived in liberty and dedicated
to the proposition that all men are created equal.
Now we are engaged in a great civil war,
testing whether that nation or any nation so conceived and so dedicated can long endure.
We are met on a great battlefield of that war. We have come to dedicate a portion of that
field as a final resting-place for those who here gave their lives that that nation might live. It is
altogether fitting and proper that we should do this. But in a larger sense, we cannot
dedicate, we cannot consecrate, we cannot hallow this ground. The brave men, living and
dead who struggled here have consecrated it far above our poor power to add or detract.
The world will little note nor long remember what we say here, but it can never forget what
they did here.

31. Typography
Visual Communications Senior Class 2005 and
2007 : School of Design Senior Show

32. Elements
 Line
 Color
 Texture
 Typography

33. Principles
 Balance
 Rhythm
 Proportion
 Dominance
 Unity

34. Balance
Symmetry

35. Balance
Asymmetry

36. BALANCE - Symmetrical

37. BALANCE - Symmetrical

38. BALANCE - Asymmetrical

39. BALANCE - Radial

40. Rhythm

41. RHYTHM - Regular

42. RHYTHM - Flowing

43. RHYTHM - Flowing

44. Proportion

45. PROPORTION - Intro

46. PROPORTION - Intro

47. PROPORTION

48. PROPORTION

49. Dominance

50. DOMINANCE

51. DOMINANCE

52. DOMINANCE

53. Unity

54. UNITY

55. UNITY

56. Yea, but where do I go for…
 photos?*
Istockphoto.com
Stockxchange
ASU’s Image Folio
ASU Library University Collection
 color palettes?
Color Scheme Generator
Color Blender
Color Palette Generator
*use photos legally all the time, http://www.creativecommons.org

57. Yea, but where do I go for…
 the latest design news?
AIGA
Speakup
Be A Design Group
Design Observer
 ASU’s info?
Communication Guide
ASU Designers Blog

58. I want more!
 Books, Magazines
Communication Arts Magazine
DIY: Design It Yourself by Ellen Lupton
History of Graphic Design by Phillip Meggs
How Design Magazine
The Non-Designer's Design Book by Robin Williams
 Websites
http://www.lynda.com
http://graphicdesign.about.com

59. Design Basics
Design for Non-Designers
Anish Adalja
University Technology Office
Nina Kulhawy
Provost Communications Group