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Principles of D esign. D esign Ingredients. Contrast Balance Alignment Repetition. 1. Examples . 2. 3. Easiest & quickest to understand Instantaneously sends information Most efficient ingredient in design. Why Contrast? . High contrast, easy to understand.
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Design Ingredients • Contrast • Balance • Alignment • Repetition
1 Examples 2 3 Easiest & quickest to understand Instantaneously sends information Most efficient ingredient in design • Why Contrast? High contrast, easy to understand Low contrast, have to struggle to read
Balance invitesyou in Symmetrical calming Stable 1 thought provokingasymmetrical 2 3 1 2 3
Alignment and Who Cares Alignment organizes information It connects information for ease of reading The “maker” or “breaker” in design Symmetrical Alignment Asymmetrical Alignment (more modern) 1 2 3 1 2 3
Wonderful,subliminal Repetition 1 2 3 Repetition teaches By using same Shape Color Words Texture Repetition drills deeper into the brain
Credits • http://www.google.com/search?q=edward+weston+photography+books&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=Or68Uc66I4SS9QTUp4C4Dw&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=PkCSJ0F_9GsYcM%3A%3BmD0JqBRHcBr0yM%3Bhttp%253A%252F%252Fmedia-1.web.britannica.com%252Feb-media%252F16%252F43716-004-F3AF9257.jpg%3Bhttp%253A%252F%252Fwww.britannica.com%252FEBchecked%252Fmedia%252F36287%252FDunes-Oceano-photograph-by-Edward-Weston-1936%3B371%3B300 • http://www.google.com/search?q=edward+weston+photography+books&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=Or68Uc66I4SS9QTUp4C4Dw&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=GKil4Rqkbi_IwM%3A%3Biq_3ZgZSBNR-TM%3Bhttp%253A%252F%252Fonetrackmuse.files.wordpress.com%252F2012%252F07%252Ftina-modotti-with-her-arms-raise-by-edward-weston.jpg%3Bhttp%253A%252F%252Fonetrackmuse.com%252F2012%252F07%252F31%252Fa-year-in-booksday-183-tinisima%252F%3B635%3B564 • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=z9O8UdTIOYTU9gTflYCgDg&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=LxQs8ebYyjguBM%3A%3BKqT8kd1Y6kPgLM%3Bhttp%253A%252F%252F3.bp.blogspot.com%252F_fpTKwH4VOiE%252FTIg5-i_SIaI%252FAAAAAAAAADU%252FjsWNz384Bgc%252Fs1600%252F0-4700-3743-1_040114.jpg%3Bhttp%253A%252F%252Fjmontecino373.blogspot.com%252F2010%252F09%252Fline-httplaist.html%3B525%3B296 • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=z9O8UdTIOYTU9gTflYCgDg&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=h6m8_MJIfnaGaM%3A%3Bo8gcuA8Z7oFf6M%3Bhttp%253A%252F%252Fwww.tornadotitans.com%252Fwp-content%252Fuploads%252F2013%252F05%252Fsitephotobalance.png%3Bhttp%253A%252F%252Fwww.tornadotitans.com%252Fphotography-tip-balance-it%252F%3B700%3B525 • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=z9O8UdTIOYTU9gTflYCgDg&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=ODY4QZJxQ1jQXM%3A%3Bz0iRorjVMNzX4M%3Bhttp%253A%252F%252Fvogeltalksrving.com%252Fwp-content%252Fuploads%252F2012%252F07%252FBalance-and-Symmetry-1.jpg%3Bhttp%253A%252F%252Fvogeltalksrving.com%252F2013%252F05%252Fphoto-composition-rules-balance-and-symmetry-move-closer%252F%3B429%3B306
Credits • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=z9O8UdTIOYTU9gTflYCgDg&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=Y3YLBfI-0gZJSM%3A%3B2_h166UCf_h16M%3Bhttp%253A%252F%252Fyogaspy.files.wordpress.com%252F2010%252F05%252Fdinah_dogs-002c_395p_bilater • al-symmetry.jpg%3Bhttp%253A%252F%252Fyogaspy.com%252Ftag%252Fsymmetry%252F%3B395%3B299 • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=z9O8UdTIOYTU9gTflYCgDg&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=Y3YLBfI-0gZJSM%3A%3B2_h166UCf_h16M%3Bhttp%253A%252F%252Fyogaspy.files.wordpress.com%252F2010%252F05%252Fdinah_dogs-002c_395p_bilateral-symmetry.jpg%3Bhttp%253A%252F%252Fyogaspy.com%252Ftag%252Fsymmetry%252F%3B395%3B299 • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=z9O8UdTIOYTU9gTflYCgDg&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=XI70wrjcRNZVRM%3A%3B7K9E_Un-ogFCrM%3Bhttp%253A%252F%252F27.media.tumblr.com%252Ftumblr_l3g53yWC9a1qz4u87o1_500.jpg%3Bhttp%253A%252F%252Fwww.findingviews.com%252Fcategory%252Fphotography-art-fiction-and-all-good-things-found-on-the-internet%252Fpage%252F26%252F%3B500%3B500 • http://www.google.com/search?q=high+contrast+color+pictures&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=mNW8UZLsNYzW9QThzYG4Aw&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=-LyGfBcJsKDYaM%3A%3Bij-oRkSnkoj1VM%3Bhttp%253A%252F%252F3.bp.blogspot.com%252F-y7_u4x480AY%252FTa8m9z9m0cI%252FAAAAAAAAADM%252FB9Bum7lugB8%252Fs1600%252FP4179018_2_HighColorContrast.jpg%3Bhttp%253A%252F%252Fem-lynch.blogspot.com%252F2012%252F03%252Ftypes-of-photography-high-contrast.html%3B1200%3B1600 • http://www.google.com/search?q=high+contrast+pictures&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=w9W8UeyPMIbk8gS2oYH4Cg&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=V6QePHUumoanMM%3A%3Bxb6V5Ee5pAuy6M%3Bhttp%253A%252F%252Fus.123rf.com%252F400wm%252F400%252F400%252Fcienpies%252Fcienpies1201%252Fcienpies120100003%252F11859954-high-contrast-music-instruments-silhouette-in-circle-shape-vector-file-available.jpg%3Bhttp%253A%252F%252Fwww.123rf.com%252Fphoto_11859954_high-contrast-music-instruments-silhouette-in-circle-shape-vector-file-available.html%3B1200%3B1200
Credits • http://www.google.com/search?q=different+proportions+photos&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=vta8Uer4EIq49QSA7YBo&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=CG9Svpcu69gnJM%3A%3B50p9-wYLh5caLM%3Bhttp%253A%252F%252Fpcdn.500px.net%252F10403681%252Fd33abc038b3a3f9487b2a23a0fa9288a6c0a7e51%252F3.jpg%3Bhttp%253A%252F%252F500px.com%252Fphoto%252F10403681%3B280%3B280 • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=v9e8Ub3XH4XS9ATcxYHICA&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=XI70wrjcRNZVRM%3A%3B7K9E_Un-ogFCrM%3Bhttp%253A%252F%252F27.media.tumblr.com%252Ftumblr_l3g53yWC9a1qz4u87o1_500.jpg%3Bhttp%253A%252F%252Fwww.findingviews.com%252Fcategory%252Fphotography-art-fiction-and-all-good-things-found-on-the-internet%252Fpage%252F26%252F%3B500%3B500 • http://www.google.com/search?q=symmetry+balance+photography&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=v9e8Ub3XH4XS9ATcxYHICA&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=c597qQPZ9cD_LM%3A%3BahCajDWiuRN9LM%3Bhttp%253A%252F%252Fshazimalik.files.wordpress.com%252F2012%252F04%252F154356grf.jpg%3Bhttp%253A%252F%252Fshazimalik.wordpress.com%252F2012%252F04%252F22%252Fbalance-in-photographic-composition%252F%3B450%3B288 • http://www.google.com/search?q=alignment&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=JN68UYWKDIXu8QS124DYDw&ved=0CAcQ_AUoAQ&biw=1237&bih=644#rlz=1T4ADRA_enUS371US371&tbm=isch&sa=1&q=optical+alignment+indesign&oq=alignment+indesi&gs_l=img.1.0.0i5j0i24.270115.271470.0.280163.7.7.0.0.0.0.158.822.3j4.7.0...0.0...1c.1.17.img.di3Hr7lZFt0&bav=on.2,or.r_qf.&bvm=bv.47883778,d.eWU&fp=ad955e813c293531&biw=1237&bih=644&facrc=_&imgrc=l4c1Fdes76ybkM%3A%3Bz_XB-SXJTudkIM%3Bhttp%253A%252F%252F0.tqn.com%252Fw%252Fexperts%252FAdobe-InDesign-1839%252F2011%252F01%252Finitial-cap.png%3Bhttp%253A%252F%252Fen.allexperts.com%252Fq%252FAdobe-InDesign-1839%252F2011%252F1%252FInDesign-CS4-text-alignment.htm%3B640%3B412 • http://www.google.com/search?q=optical+alignment+indesign&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=5-G8UcHXOIbq9ATp1YHwBw&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=l4c1Fdes76ybkM%3A%3Bz_XB-SXJTudkIM%3Bhttp%253A%252F%252F0.tqn.com%252Fw%252Fexperts%252FAdobe-InDesign-1839%252F2011%252F01%252Finitial-cap.png%3Bhttp%253A%252F%252Fen.allexperts.com%252Fq%252FAdobe-InDesign-1839%252F2011%252F1%252FInDesign-CS4-text-alignment.htm%3B640%3B412
Credits • http://www.google.com/search?q=optical+alignment+indesign&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=5-G8UcHXOIbq9ATp1YHwBw&ved=0CAkQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=9wxkBjp_-eRRkM%3A%3B5yt3NOtX8oeIzM%3Bhttp%253A%252F%252Frufus.typepad.com%252F.a%252F6a00d8341c53b353ef0120a6dc875f970b-pi%3Bhttp%253A%252F%252Frufus.deuchler.net%252F2009%252F08%252F10-years-of-indesign.html%3B500%3B500 • http://www.indesignmag.com/View.asp/Id/P133-O192168013136-L896-G20091218100743 • http://www.indesignmag.com/View.asp/Id/A372-V192168013141-D327-Z20091009104033 • http://www.google.com/search?aq=&rlz=1T4ADRA_enUS371US371&q=optical+alignment+indesign&um=1&ie=UTF-8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=5-G8UcHXOIbq9ATp1YHwBw&biw=1237&bih=644&sei=8em8UeWzK5Ds9ATt3oGYDg#facrc=_&imgrc=8LCBbyPB6w64EM%3A%3BjjSupScTQxNFkM%3Bhttp%253A%252F%252Fdsmy2muqb7t4m.cloudfront.net%252Farticles%252F2011%252Farticle-advanced-typography-special-characters%252Fpreview.jpg%3Bhttp%253A%252F%252Fvector.tutsplus.com%252Farticles%252Ftechniques%252Fadobe-indesign-cs5-advanced-typography-and-special-characters%252F%3B200%3B200 • http://www.google.com/search?q=eye+photo&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=Au68UaePOIK08QT254DIBg&ved=0CAcQ_AUoAQ&biw=1237&bih=644 • http://www.google.com/search?q=repetition+in+design&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=UAm9UZGZMIf28wSHtIGICA&ved=0CAcQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=RRZW1NWJNiXxbM%3A%3B8slg0a8YLl0SXM%3Bhttp%253A%252F%252F0.tqn.com%252Fd%252Fdesktoppub%252F1%252F0%252Fz%252F050201repetition.gif%3Bhttp%253A%252F%252Fdesktoppub.about.com%252Fod%252Fdesignprinciples%252Fl%252Faa_pod2.htm%3B233%3B333 • http://www.google.com/search?q=repetition+in+design&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=xgm9UYrPOo7M9ATH4YHYCw&ved=0CAcQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=OmutTvQ-rdbPzM%3A%3BD47Sf9XoxpHPiM%3Bhttp%253A%252F%252F1.bp.blogspot.com%252F_c7JiLplPdUY%252FS8SikutoUAI%252FAAAAAAAAAxA%252FjAZPlMG2Vxk%252Fs1600%252FCampi_POD_04_Repetition.jpg%3Bhttp%253A%252F%252Fcampimnews.blogspot.com%252F2010%252F04%252Fprinciple-of-design-04-repetition.html%3B800%3B600
http://www.google.com/search?q=repetition+in+design&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=CQq9UaS3GIGm9gSe14D4BQ&ved=0CAcQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=FKWHJdmadnc9bM%3A%3Bvd13u7EAx1i9PM%3Bhttp%253A%252F%252Fwww.askeystudio.com%252Fimages%252FEducation%252Frepetition.jpg%3Bhttp%253A%252F%252Fwww.askeystudio.com%252Feducation.html%3B555%3B730http://www.google.com/search?q=repetition+in+design&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=CQq9UaS3GIGm9gSe14D4BQ&ved=0CAcQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=FKWHJdmadnc9bM%3A%3Bvd13u7EAx1i9PM%3Bhttp%253A%252F%252Fwww.askeystudio.com%252Fimages%252FEducation%252Frepetition.jpg%3Bhttp%253A%252F%252Fwww.askeystudio.com%252Feducation.html%3B555%3B730 • http://www.google.com/search?q=repetition+in+design&rlz=1T4ADRA_enUS371US371&source=lnms&tbm=isch&sa=X&ei=CQq9UaS3GIGm9gSe14D4BQ&ved=0CAcQ_AUoAQ&biw=1237&bih=644#facrc=_&imgrc=i-KJlZ90CBSUFM%3A%3BA9Uzhq7B1wZIlM%3Bhttp%253A%252F%252Fwww.sitepoint.com%252Fblogs%252Fwp-content%252Fuploads%252F2010%252F06%252Fthe_london_pigeon_wars.large_.jpg%3Bhttp%253A%252F%252Fwww.sitepoint.com%252Fharmony-in-design-part-2-repetition%252F%3B321%3B475 • http://www.google.com/search?aq=&rlz=1T4ADRA_enUS371US371&q=brain&um=1&ie=UTF-8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=Ngu9UcKmBpTm8gTq0YHwDg&biw=1237&bih=644&sei=OAu9UafDOom88wTB34EY#facrc=_&imgrc=67iDoWZXAKgP5M%3A%3BOYzcCWDg_LR40M%3Bhttp%253A%252F%252Fbodyresolution.com%252Fwp-content%252Fuploads%252F2013%252F04%252FBrain.jpg%3Bhttp%253A%252F%252Fbodyresolution.com%252Funcategorized%252Fexercise-your-brain%252F%3B1414%3B1414
Asymmetrical Home
Asymmetrical Home
Home Asymmetrical
Home Symmetrical Mirror image of each side of dog face
Home Symmetrical Radial Symmetrical
Home Symmetrical Linear
Contrast Home Can be achieved with color Oppositecolors high contrast visual excitement clear vision quick story
Contrast Home Can be achieved with Black & White
Contrast Home Can be achieved with size
Symmetrical Alignment The travels left margin to rapidly read and absorb information. Home
Symmetrical Alignment Some Thing Home In Each =Balance
Asymmetrical There is a circle alignment in center of picture While the Title is aligned left Logo is aligned right Home
Asymmetrical Alignment Home All fonts start on a different alignment . This helps to catch the idea and make the viewer think about the different articles in the articles in the magazine. The different text box and analogous to different articles. Notice the business of different alignment. To counter balance this one font color is used with a monochromatic color theme.
AsymmetricalAlignment H All Fonts are different sizes and have different alignments: Left alignment Center alignment Right alignment
Repitition H Repeat: color font shapes
Repetition H Shape Color text
H Repetition is shown in: COLOR FONTS WORDS