design principles for designers

Information about design principles for designers

Published on January 31, 2018

Author: instituteadmec

Source: authorstream.com

Content

slide 1: A Workshop by Ravi Bhadauria at ADMEC Multimedia Institute Must to Know for All Designers www.admecindia.co.in of slide 2: R A Presentation by: Ravi Bhadauria ADMEC MULTIMEDIA INSTITUTE Leader in Animation Digital Media Education ISO 9001 : 2015 CERTIFIED www.admecindia.co.in | www.graphic-design-institute.com Phones: +91-9811-8181-22 +91-9911-7823-50 of slide 3: Preface Acknowledgment Dear Reader ADMEC Multimedia Institute is a growing institute which provides industry oriented training to the world at large. Being a multimedia institute we offer training for designing content for the advertising and publishing on various medias also. This presentation is one of the best presentations from our study material for our weekly workshops which ADMEC conducts every week at the center. We want to share this with the world so that everyone can take benefits from our efforts. This presentation contains all the points helpful in my lecture on “Design Principles for All the Designers” in the classroom whether they are graphic web animation video editor multimedia designer or from any other design discipline e.g. fashion interior architectural designing. We express thanks to many books and websites specially Google for making it one of the best presentations of all the time. Thanks Ravi Bhadauria Instructor Web and Visual Designing Director ADMEC Multimedia Institute www.admecindia.co.in slide 4: What are you going to learn today  Why principles of design are very important  Essential design elements  Common design principles  Gestalt design principles of visual perception  Space and the figure-ground relationship  Use of Contrast and Similarity in designs  Visual weight and visual direction  Projects www.admecindia.co.in slide 5: www.admecindia.co.in The Design Principles are proven concepts useful to arrange the structural elements of a design. slide 6: 1. Elements of Design Design elements are the basic units of a painting drawing design or other visual piece and include:  Line  Shape  Direction  Size  Texture  Value  Space  Text www.admecindia.co.in slide 7: Elements of Design slide 8: Elements of Design slide 9: Elements of Design slide 10: 2. Principles of Design The most intrinsic principles are:  Balance  Gradation  Proportion  Rhythm  Emphasis  Unity or Proximity  Repetition  Contrast  Alignment www.admecindia.co.in slide 11: Principles of Design The descriptive principles of how we visually perceive objects begins with the principles of gestalt because many of the design principles we follow arise out of gestalt theory. www.admecindia.co.in slide 12: Principles of Design Gestalt psychology is a school of thought that believes all objects and scenes can be observed in their simplest forms. Sometimes referred to as the Law of Simplicity’ the theory proposes that the whole of an object or scene is more important than its individual parts. Gestalt psychology proposes a unique perspective on human perception. According to Gestalt psychologists we dont just see the world we actively interpret what we see depending on what we are expecting to see. www.admecindia.co.in slide 13: Principles of Design A famous French author Anaïs Nin who was not a psychologist framed that idea in an interesting way: We do not see the world as it is we see it as we are. Gestalt psychology encourages people to think outside of the box and ‘look for patterns’. www.admecindia.co.in slide 14: www.admecindia.co.in The gestalt principles are about perception and what is visually communicated by objects. slide 15: 3. Gestalt Theory The Key Ideas Behind Gestalt Theory There are several key ideas behind gestalt.  Emergence the whole is identified before the parts  Reification our mind fills in the gaps  Multi-stability the mind seeks to avoid uncertainty  Invariance we’re good at recognizing similarities and differences “The whole is other than the sum of the parts.” slide 16: Gestalt Theory Emergence the whole is identified before the parts Emergence is the process of forming complex patterns from simple rules. When designing keep in mind that people will identify elements first by their general form. A simple well defined object will communicate more quickly than a detailed object with a hard to recognize contour. www.admecindia.co.in slide 17: Gestalt Theory Emergence the whole is identified before the parts www.admecindia.co.in slide 18: Gestalt Theory Reification our mind fills in the gaps Reification is an aspect of perception in which the object as perceived contains more spatial information than what is actually present. www.admecindia.co.in slide 19: Gestalt Theory Multi-stability the mind seeks to avoid uncertainty Multi-stability is the tendency of ambiguous perceptual experiences to move unstably back and forth between alternative interpretations. www.admecindia.co.in slide 20: Gestalt Theory Invariance we’re good at recognizing similarities and differences Invariance is a property of perception in which simple objects are recognized independent of their rotation translation and scale. www.admecindia.co.in slide 21: Gestalt Theory Invariance slide 22: 4. Gestalt Principles 1. Law of Simplicity Law of Prägnanz 2. Closure 3. Symmetry and order 4. Figure/Ground 5. Uniform Connectedness 6. Common Regions 7. Proximity 8. Continuation 9. Common Fate 10. Parallelism 11. Similarity 12. Focal Point 13. Past Experiences slide 23: Gestalt Principles Law of Prägnanz Good Figure Law of Simplicity “People will perceive and interpret ambiguous or complex images as the simplest forms possible.” slide 24: Gestalt Principles Law of Prägnanz slide 25: Gestalt Principles Law of Prägnanz slide 26: Gestalt Principles Closure “When seeing a complex arrangement of elements we tend to look for a single recognizable pattern.” slide 27: Gestalt Principles Symmetry and Order “People tend to perceive objects as symmetrical shapes that form around their center.” slide 28: Gestalt Principles Figure/ Ground “Elements are perceived as either figure the element in focus or ground the background on which the figure rests.” slide 29: Gestalt Principles Uniform Connectedness “Elements that are visually connected are perceived as more related than elements with no connection.” slide 30: Gestalt Principles Common Regions “Elements are perceived as part of a group if they are located within the same closed region.” slide 31: Gestalt Principles Proximity “Objects that are closer together are perceived as more related than objects that are further apart.” slide 32: Gestalt Principles Continuation “Elements arranged on a line or curve are perceived as more related than elements not on the line or curve.” slide 33: Gestalt Principles Common Fate Synchrony “Elements that move in the same direction are perceived as more related than elements that are stationary or that move in different directions.” slide 34: Gestalt Principles Parallelism “Elements that are parallel to each other are seen as more related than elements not parallel to each other.” slide 35: Gestalt Principles Similarity “Elements that are visually connected are perceived as more related than elements with no connection.” slide 36: Gestalt Principles Focal Points “Elements with a point of interest emphasis or difference will capture and hold the viewer’s attention.” slide 37: Gestalt Principles Past Experiences “Elements tend to be perceived according to an observer’s past experience.” slide 38: 5. Space and Figure-Ground Relationship If you see graphic design as a process of arranging shapes on a canvas then you’re only seeing half of what you work with. The negative space of the canvas is just as important as the positive elements that we place on the canvas. Design is an arrangement of both shapes and space. To work more effectively with space you must first become aware of it and learn to see it — learn to see the shapes that space forms and how space communicates. “White space is to be regarded as an active element not a passive background.” slide 39: Space and Figure-Ground Relationship slide 40: Space and Figure-Ground Relationship What is the depth slide 41: Space and Figure-Ground Relationship What is the depth slide 42: Space and Figure-Ground Relationship There are three types of figure-ground relationships:  Stable down left  Reversible down center  Ambiguous down right slide 43: Space and Figure-Ground Relationship Figure-ground is not the only gestalt principle in which space plays a prominent role. Two others are these:  Proximity  Closure slide 44: 7. Space As A Design Element Space can do the following:  establish contrast emphasis and hierarchy  generate drama and tension  provide visual rest between groups of elements. One of the more important functions of space is to improve readability and legibility. Macro-space makes text more inviting. Micro-space makes it more legible.  Micro-space  Macro-space slide 45: Space As A Design Element Space can also convey attributes other than quality such as:  sophistication  simplicity  luxury  cleanliness  solitude  Openness Don’t be afraid to use space. View it as an important design element under your control. slide 46: 8. Connecting and Separating Elements Through Contrast Similarity A few characteristics however are most often used to show similarity and contrast. In no particular order these are:  size  shape  color  value  texture  position  orientation slide 47: Connecting and Separating Elements Through Contrast Similarity Contrast and Gestalt  Figure-ground  Focal points slide 48: Connecting and Separating Elements Through Contrast Similarity Similarity and Gestalt  Closure  symmetry and order  uniform connectedness  common regions  Proximity  Continuation  common fate  parallelism slide 49: 9. Visual Weight and Direction Every element in design have a visual force that attracts the attention of the readers. The greater the force the more the user is attracted. These forces also appear to act on other elements imparting a visual direction to their potential movement and suggesting where you should look next. We refer to this force as visual weight and to the perceived direction of visual forces as visual direction. Both are important concepts to understand if you want to create hierarchy flow rhythm and balance in your composition. slide 50: Visual Weight and Direction Visual Weight slide 51: Visual Weight and Direction Visual Direction slide 52: Visual Weight and Direction How Do You Measure Visual Weight Although there is no device to measure it yet you can use your experice to manage and judge it. Followings are few feature to manage it.  Size  Color  Value  Position  Texture  Shape  Orientation slide 53: Visual Weight and Direction How Do You Measure Visual Weight You don’t have to limit yourself to the primitive features above. You can use additional characteristics to control visual weight.  Density  Local white space  Intrinsic interest  Depth  Saturation  Perceived physical weight slide 54: Visual Weight and Direction Visual Weight and Gestalt  Figure-ground  Proximity  Similarity and contrast  Focal point  Past experience slide 55: Visual Weight and Direction Visual Direction You can think of direction as real or imaginary lines that point from one element to another or that connect different elements. The lines don’t need to be visible. If visual weight is about attracting the eye to a particular location then visual direction is about leading the eye to the next location. Some useful characteristics to manage the visual direction.  Shape of elements  Location of elements  Subject matter of elements  Movement  Structural skeleton slide 56: Visual Weight and Direction Visual Direction and Gestalt  Uniform connectedness  Continuation  Common fate  Parallelism slide 57: Visual Weight and Direction The Overall Direction of a Composition One more concept of visual direction is that every composition will be seen to have a dominant direction whether horizontal vertical or diagonal.  A horizontal direction makes the composition appear calm and stable.  A vertical direction adds a sense of formality alertness and balance.  A diagonal direction suggests movement and action. slide 58: Projects Write your views on the following topics Minimum 600 Words • Design Elements – Types and Uses in Designing • Gestalt Theory – The Key Ideas for a Better Design • Gestalt Principles – Must to Know for Every Designer • Visual Weight and Direction – Role in Designing • Negative Space – Smart Designers Use it as an Active Element Thanks ADMEC Multimedia Institute www.admecindia.co.in Phones: +91-9811-8181-22 9911-7823-50 slide 59: R Click to Read More on Visual Designing: www.admecindia.co.in/blog-tags/graphic-design www.graphic-design-institute.com/blog ADMEC MULTIMEDIA Helpline 1: +91 9811-8181-22 Helpline 2: +91 9911-7823-50 Web: www.admecindia.co.in

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