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Basic design

workshop
A.K.A. The Super Crash Course
on Design

ELEMENTS OF
DESIGN

Line
Shape
form
Color

space

PRINCIPLES OF
DESIGN

BALANCE
Distribution of the visual weight of elements in
aesthetically pleasing arrangements
Symmetrical | Asymmetrical | Radial

hierarchy
The visual contrast that directs the movement of the
eye in perceiving what it sees.

movement
Movement occurs when elements seem to be
moving. Its the way the design leads or directs the
eyes of the viewer.

Pattern &
REPETITION
Pattern is the repetition of an element
to enhance design.

Repetition works with pattern to make the work of


art seem active.

rhythm
Rhythm is created when elements of design are
used repeatedly to create a feeling of organized
movement.

space
Space is an empty place in a design.
Negative | Positive

proportion
Proportion is the relative size and scale of elements
in relation to each other.

emphasis
Emphasis creates the focal point of the design and
is the part the viewer first sees.

contrast
Contrast is the combination of different elements to
highlight their differences and/or to create
balance.

Unity
Unity is the harmony of the whole composition.

TYPOGRAPHY

SIZE

Some terms

1 pt = 1/72 inch
12 pts = 1 pica
6 picas = 1 inch
1 inch = 72 pts

Serif fonts
Sans serif fonts
typefaces
Kerning
Leading

COLOR
PSYCHOLOGY

Colors have meanings.

THE DESIGN
PROCESS

What is
Goal/messa
your
ge?

Who is your
Target audience?

What is your venue?


Format? Budget?

Design. critique.
Revise. Proofread.
Take a break. Revise.

BASICS OF
LAYOUTING

Four (BASIC) elements used in


page
design:
Graphics
- Photographs, graphs/charts,
illustrations
Cutlines (captions)
Headlines
Text (Body)

PLUS: Gutter, column,


margin, white space

reminders
Font choice
Use contrast (type, size, weight, style)

BOLD HEADLINE
With a sans serif body text

reminders
Type and hierarchy

THIS IS MORE
IMPORTANT
This is kind of important

reminders
Tomb stoning

reminders
Cropping/scaling

reminders
Colors
RGB additive, digital
CMYK subtractive, print

reminders
Placing of elements
Be conscious of your other elements
(design on an individual page vs.
design as a whole)

Sources

N is for "Never Say Never by Jason Hargrove (https://flic.kr/p/9jPauM)


Candy Bin by Jason Hargrove (https://flic.kr/p/7ophNB)
Whats your life message? by Wendy (https://flic.kr/p/7QCia5)
Crowd - Fres Festival 2013 by FresFestival (https://flic.kr/p/mU6xGR)
Newspaper colour by Jon S (https://flic.kr/p/ayGZwq)
Layout by gdiazdeleon (https://flic.kr/p/yZtjp)
Anatomy of a Type (http://typophile.com/files/first-draft_5210.jpg)
Type by Victoria Pickering (https://flic.kr/p/nXYA5V)
Canon 550d - Pencil Colour by @Doug88888 (https://flic.kr/p/7VB1mX)
Simple Rules for Color Coordination by The Working Man
(http://theworkingwardrobe.com/wpcontent/uploads/2011/04/486465_thumbnail.jpg)
Magazines by Sean Winters (https://flic.kr/p/HN51N)

Sources

28 Newspaper And Magazine Layout Disasters compiled by Luke


Lewis. (http://www.buzzfeed.com/lukelewis/newspaper-andmagazine-layout-disasters#2ks3k5t)
RGB vs CMYK
(https://lh5.googleusercontent.com/dJM3sQ_6MUqOmvQT8zi0cYOEt
zWdfMCoFHwj_RX0WSNTSN2VtDu_kKDzypU8UazrIzTg3zqhzuwJalSrbB_mmyVsdjaf6YnrPBUnkYVexlN0WS-CPCeamZg2A)
J. Paul Getty. Principles of Design.
https://www.getty.edu/education/teachers/building_lessons/principl
es_design.pdf
Principle of Design Poster Series by Efil Trk
(http://www.joquz.com/2271/paper-art-principle-of-design-posterseries)