purpose
inform
attract
psychology of perception
Similarity
Nearness (Proximity)
Uniform Connectedness
Continuity/Simplicity
Symmetry
Closure
Figure/Ground
Simplicity
Common Fate
three aspects of graphic design
elements
techniques
principles
analogy
elements are the ingredients of a recipe
techniques & principles are the directions of the recipe
techniques tend to be more specific ("add two cups sugar")
principles tend to be more general ("make desserts sweet")
line
shape (including size and space)
color
perspective
texture
value
typography
principles
balance
rhythm
emphasis
unity
techniques
proximity
organize by placing together similar elements
avoid
too many separate elements
using just a little difference in space
overuse of centering/four corners
examples
1st example (mouseover)
2nd example (mouseover)
exercise
redesign the Bud Uglly homepage just by changing the proximity (well, okay, you can get rid of that background too!)
alignment
indicate relationships by aligning elements
give an overall unity to piece
use to set the tone (fun, business, formal)
avoid
placing something arbitrarily
mixing too many alignment types (e.g., center with right justified)
overuse of centering
examples
1st (mouseover)
2nd (mouseover)
exercise
redesign the Bud Uglly homepage just by changing the alignment
repetition
unify and organize piece by consistent repetition
intentionally add same elements to get consistency
avoid
too consistent (see next principle)
1st example (mouseover)
2nd example
3rd example
exercise
contrast
vary elements to attract and organize
if elements are different, make them really different
avoid
making elements only slightly different
just a little contrast, which will result in confusion
example (mouseover)
exercise
further improve the Bud Uglly site using contrastreview exercises
redesign this ad, using at least 3 of each of the techniques
