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Digital Imaging

Digital Imaging. The Principles of Visual Design. Why Do We Need Principles of Design.

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Digital Imaging

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  1. Digital Imaging The Principles of Visual Design

  2. Why Do We Need Principles of Design • The design principles we are about to discuss will help us understand the basic rules of creating visual expressions. These principles allow us to communicate through images and elements instead of using words. • Design principles will allow the creator to achieve certain moods, emotions, and feelings within the viewer.

  3. Design Principles - 1 • Proportion/Scale/Ratio – The organization of several elements into a relationship of size, quantity, or degree. • Contrast – Shows differences in size, shape, tone, texture and direction. • Slight differences causes conflict • Adds interest and helps with organization • If two items are not exactly the same, make them different

  4. Design Principles - 2 • Harmony – All the elements of the composition work together to form a cohesive whole; sometimes referred to as “unity” • Unity – Different elements working together in a harmonious manner to create a unified whole • Balance – The distribution of the visual weight of design elements. • Rhythm/Tempo – Orderly repetition of design elements such as line, shape, tone, and texture.

  5. Design Principles - 3 • Movement / Direction – Creates the illusion of action, motion, or physical change of position. • Our eyes follow objects in relation to movement in space. • Movement also means the placement of words and images in the poster so that the eye of the viewer is led to the point of emphasis, the main idea.

  6. Design Principles - 4 • Balance – A psychological sense of equilibrium • Symmetrical • Asymmetrical • Emphasis – Causes one element of area of a visual image to be more important than the other parts and makes it attract the viewers attention. • Contrast • Isolation • Location

  7. Design Principles - 5 • Perspective – Emphasize function and provide real-world feedback to the user’s actions. • Add Realism • Draw Audience • Size • Overlapping objects • Blurring of objects • Variety – reproduction of a given element as a nearby permutation of the original.

  8. Design Principles - 6 • Juxtaposition/Proximity – act of placing one thing next to another for the purpose of harmony or contrast. • Repetition – process of creating identical instances of an element or assemblage of elements. • Consistency • Can be inconspicuous • Adds Unity • Adds Visual Interest • Don’t repeat to the point of annoyance – be subtle • Repeat some aspect of the design throughout the entire piece

  9. Design Principles – 7 • Pattern – regular assemblages of repeated and/or varied elements. • Orbicular, mosaic, lattice, polyhedral, Spiro-helix, meander, bifurcation-circulation, modulation/phasing, reflection, and fractal • Pattern is a powerful tool and should be used carefully. • Alignment - Nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page • Lines provide visual connections • Unit distant elements • Centering • Weak, sedate, dull • Prefer right or left alignment

  10. Expression • Which is the creativity, personal perspective, and (in the words of the writing portfolio) voice of the artist, is neither an element nor a principle but the factor in the creative process that personally solves the problem and pleases the audience.

  11. What to Avoid • Too many separate elements • Elements in the corners and the middle • Equal amounts of white space • Unrelated items next to each other

  12. Color • Colors have meaning • The eye is drawn to color on a mostly monochrome design

  13. When something “looks good” we are not always able to articulate why it looks good. • Successful design is not always noticed but poor design can rarely be ignored. • When a project is unified and cohesive the design recedes to the background because visual requirements have been met. • Unity can be achieved through repetition and cohesiveness by structure and flow • Good design is sometimes taken for granted. The design choices recede to the background and are transparent.

  14. Eye tends to enter a page at the top left and swoop out at the bottom right--the eye path. • Do your pictures look off the edge of your document? Use white space to create visual fences. • Glitz and Creativity • Planning will help with the glitz problem. • Will you accept glitz as a substitute for content? Does glitz get points on a rubric? • Is there a creative alternative to commercial grade graphics? • When you ask for something--don’t settle for something less.

  15. Identify user needs Develop a concept based on the analysis. Prototype a preliminary form (product, object) Construct its final form (product, object) Deliver the product Obtain feedback What are the project requirements? Who will use the product? Brainstorm, outline, imagine what the product could look or be like. Planning process, storyboarding, rough draft. Produce the product. Show off the learning. Reflect on the process-- solicit user feedback. The Design Process

  16. Resources • http://www.journalism.bsu.edu/classes/pfarmen/j125text.html • http://www.people.memphis.edu/~kjob/wbi/Lesson1_1.html • http://www.kuro5hin.org/story/2002/12/4/103535/463

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