Understanding the Principles of Design | Graphic Design Basic

Summary

This lesson explores fundamental design principles to create visually appealing and effective compositions. It delves into emphasis, using contrast, white space, and movement to direct the viewer's attention. The importance of repetition for rhythm and consistency, proportion for realistic relationships, and balance for stability or dynamism is highlighted. Finally, alignment is discussed as a means to establish structure and order, ensuring a professional finish to any design.

Takeaways

• 🎨 Emphasis is the element in a design that stands out, often through size, boldness, or brightness, to attract attention first.
• 🔲 Contrast is a fundamental design principle that uses differences in color, texture, or size to create interest and highlight key elements.
• 📐 White space is the unoccupied area in design that contributes to clarity, grouping, and emphasis, and is not limited to the color white.
• 👀 Movement directs the viewer's eyes through the design, following a path created by lines and colors to guide attention to different elements.
• 🔄 Repetition in design can create patterns, rhythm, and consistency, using repeated elements to reinforce a message or theme.
• 📏 Proportion is about the relative size and quantity of elements in a design, ensuring a balanced and harmonious composition.
• ⚖️ Balance refers to the arrangement of elements in a design to create a sense of stability, which can be achieved symmetrically or asymmetrically.
• 🔀 Alignment is crucial for a professional look, establishing relationships between elements and the design's axes to provide structure and order.
• 👁️ The viewer's perception of a design can be influenced by the intentional use of unbalanced elements to create a sense of unease or tension.
• 📚 Understanding and applying these design principles will become second nature over time, enhancing the effectiveness of one's own designs.
• 📝 The script serves as a reminder of the importance of these principles, encouraging designers to test them out in their work for better results.

Q & A

What are the basic design elements mentioned in the script?

The basic design elements mentioned are lines, shapes, form, text, and color.

What is emphasis in design and why is it important?

Emphasis is when one element in a design stands out, often being bigger, bolder, or brighter than its surroundings. It is important because it directs the viewer's attention to the parts of the design that are most significant.

How does contrast contribute to a design?

Contrast adds interest to a design by using differences between elements, such as color, texture, and size. It helps to create emphasis and make certain elements stand out.

Can you give an example of how contrast is used in the script?

An example given is the text 'Mingbau Restaurant' which uses bold and bright typography against a black background to create emphasis through contrast.

What is white space in design and what are its benefits?

White space refers to areas in a design that are not occupied by other elements. It provides breathing space, helps with emphasis, and improves legibility, making the design easier to look at.

How does movement in a design affect the viewer's perception?

Movement guides the viewer's eyes across the design, following one element to the next in a certain order. It can create a sense of direction and engagement with the design.

What is repetition in design and how does it contribute to the overall look?

Repetition involves using the same element multiple times in a design. It can create patterns, rhythms, and consistency, making the design look more structured and unified.

How does the script explain the importance of proportion in design?

Proportion is about the size and quantity of elements in relation to each other. It ensures that the design does not feel heavy, lopsided, or off, maintaining a sense of balance and harmony.

What are the two types of balance mentioned in the script?

The two types of balance mentioned are symmetrical balance, which is when elements are mirrored, and asymmetrical balance, where elements are balanced in a non-mirrored, dynamic way.

How does alignment affect the professional appearance of a design?

Alignment helps establish relationships between elements and provides structure and order to the design. Proper alignment makes the design look intentional and well-planned, enhancing its professional appearance.

What is the final design principle discussed in the script and why is it important?

The final principle is alignment, which is important because it helps to build relationships between objects and the axes of the design, contributing to a sense of order and professionalism.

Outlines

00:00

🎨 Design Elements and Principles

This paragraph introduces the fundamental design elements such as lines, shapes, form, text, and color, and delves into the key design principles necessary for creating impactful designs. It emphasizes the importance of the first element noticed in a design, which is often the one with emphasis, standing out through size, boldness, or brightness. Techniques like contrast, movement, and white space are highlighted as methods to create emphasis. Contrast is explored through differences in color, pattern, and size, while white space is discussed as an essential element for clarity and emphasis, not limited to the color white. Movement is described as the natural progression of the viewer's eye through the design, guided by lines and color. Repetition is also touched upon as a way to create consistency, patterns, and rhythm in design.

05:05

📐 Proportion, Balance, and Alignment in Design

The second paragraph focuses on the principles of proportion, balance, and alignment in design. Proportion is discussed in terms of the size and quantity of elements and their relation to one another to prevent a design from feeling off or unstable. Balance is approached by considering the positioning of objects and the inclusion of white space, with elements being weighed for their visual impact. Symmetrical and asymmetrical balance are explained, with the former providing a sense of security and the latter offering a dynamic and interesting composition. Unbalanced design is also mentioned as a technique to evoke unease. Alignment is presented as a means to establish relationships between elements and to provide structure and order to a design, with options for edge or center alignment and the importance of aligning objects to one another for a cohesive look.

Keywords

💡Design Elements

Design elements refer to the fundamental components that make up a visual composition, including lines, shapes, form, text, and color. These elements are the building blocks for creating any design and are essential for conveying the intended message or theme. In the video, the emphasis is placed on how to effectively combine these elements to create a cohesive and impactful design.

💡Emphasis

Emphasis is the principle of making one design element stand out by being bigger, bolder, or brighter than its surroundings. It is a technique used to direct the viewer's attention to the most important part of the design. For example, in the script, the text 'Mingbau Restaurant' is emphasized through bold and bright typography against a black background to attract immediate attention.

💡Contrast

Contrast is the visual difference between elements within a design, such as the juxtaposition of red and blue or big and small shapes. It adds interest and helps to create emphasis by highlighting certain elements. The script illustrates contrast with the example of a white ring around a black circle, which uses color and size to create a striking visual effect.

💡White Space

White space, although often thought of as the color white, actually refers to any empty area in a design that is not occupied by other elements. It is crucial for creating balance, improving legibility, and providing a sense of breathing room within the composition. The script mentions that white space can help prevent overcrowding and make the design more approachable.

💡Movement

Movement in design refers to the way the viewer's eyes are guided through the composition, from one element to the next. It can be achieved through the strategic use of lines, color, and other design elements. The script describes how a book cover uses simple shapes and contrasting colors to direct the viewer's gaze towards the center and then to notice additional elements, creating a sense of dynamic flow.

💡Repetition

Repetition is a design principle where an element or a group of elements recurs throughout a design, creating a sense of unity, rhythm, and consistency. It can be used to build patterns or to emphasize a message. The script provides the example of repeating a watermelon pattern across a page, which adds texture and serves as a background, demonstrating the concept of repetition.

💡Proportion

Proportion is the relationship between the size and quantity of elements within a design, ensuring that they are balanced and harmonious. It is important for creating a sense of stability and avoiding a lopsided or unbalanced appearance. The script uses the example of a design featuring a cup of tea, a spoon, and a book, where the relative sizes of these objects are adjusted to maintain proportion.

💡Balance

Balance refers to the distribution of visual weight within a design, which can be achieved symmetrically or asymmetrically. It is key to creating a visually pleasing composition. The script explains that symmetrical balance provides a sense of security and order, while asymmetrical balance adds dynamism and interest by varying the distribution of elements.

💡Alignment

Alignment is the principle of arranging elements in relation to each other or the edges of the design, creating a structured and organized layout. It helps in establishing relationships between elements and contributes to a professional and polished appearance. The script mentions edge and center alignment, and how aligning objects can imply a connection between them, enhancing the overall design coherence.

💡Texture

Texture in design is the visual representation of the surface quality of an object or element, which can add depth and interest to a composition. It can be achieved through the use of patterns, gradients, or images that mimic the tactile qualities of real-world materials. The script describes the contrast created by the 3D detail of seeds on a burger bun or steam from a dish, illustrating the concept of texture.

💡Legibility

Legibility is the ease with which text can be read and understood in a design. It is influenced by factors such as font choice, size, spacing, and contrast. The script emphasizes the importance of white space in improving legibility by providing a clear and uncluttered area for text, making it easier for viewers to read and comprehend the information presented.

Highlights

Basic design elements include lines, shapes, form, text, and color.

Emphasis in design is achieved by making one element stand out through size, boldness, or brightness.

Contrast is created by differences in elements such as color, texture, and size.

Contrast adds interest and emphasis in design by using opposing elements.

White space in design refers to unoccupied areas that improve legibility and prevent overcrowding.

White space can be of any color and provides breathing space in a design.

Movement in design is the visual path our eyes follow from one element to the next.

Repetition in design can create patterns, rhythms, and consistency.

Proportion in design is about the size and quantity of elements in relation to each other.

Balance in design involves the positioning of objects to create symmetry or asymmetry.

Alignment in design helps establish relationships between elements and contributes to a professional look.

Unbalanced design can be used as a technique to create unease or tension in a viewer.

Design principles can be applied to create emphasis, contrast, white space, movement, repetition, proportion, balance, and alignment.

The text 'Mingbau Restaurant' uses bold and bright type to contrast with the black background, emphasizing the information.

Contrast can be seen in the white ring around a black circle and white lines framing dark pictures.

Photographic textures provide contrast with plain elements, such as the 3D detail of seeds on a burger bun.

Repetition of a single object, like a watermelon, can create a pattern in design.

Repetition of text can keep a design minimal while focusing on the message.

Alignment can be edge or center, and it helps in structuring and ordering a design.

Transcripts

Lines, shapes, form, text, and  color are basic design elements, 

but how do we bring them together?

In this lesson, we introduce key design  principles so you can create with confidence.

What's the first thing you see in any design?

We'll give you a hint.

It's the element that's emphasized.

Emphasis is when one element stands out.

It may be bigger, bolder, or  brighter than anything around it.

We add emphasis to the parts of our  design we'd like people to notice first.

Contrast, movement and white space are  some techniques that create emphasis.

Let's run through these one by one.

At its most basic level, contrast is difference.

It's the difference between red and  blue, patterned and plain, big and small.

Contrasting elements are opposite elements.

They make designs interesting  and is used to add emphasis.

Color, texture, and lines are a few  elements that help us to build contrast.

We contrast dark with light  colors or thick with thin lines.

Here we can see many examples  of contrast in a single image.

The text 'Mingbau Restaurant' is the  most important piece of information.  

That's why it pops with bold and bright type. 

This contrasts with the black  background to emphasize the text.

Where else do you see contrast?

How about the white ring  surrounding the black circle 

or the white lines framing the dark pictures?

The photographs provide further  contrast through texture. 

The tactile 3D detail of seeds on a burger bun 

or steam rising from a hot dish also contrasts with the plain, black circle.

White space applies to any area of  design not taken up by other elements

such as text, photos, or illustrations.

Designers love it because it can help create  grouping, add emphasis, and improve legibility.

Contrary to the name, white space  doesn't just apply to the color white.

Even if our design is blue or yellow,  we can still have white space. 

It often refers to the background of the design.

Even with a picture in the background, you  could still have the benefits of white space.

What we're looking for is an empty patch  that gives our design breathing space.

We use white space to prevent our page  becoming overcrowded with elements.

It makes our design easier to look at.

White space also helps with emphasis.

In this picture, there's so much white space we're instantly drawn towards the words. 

The information is delivered  quickly, thanks to white space.

There's plenty of movement in a still image.

Movement is the way our eyes scan the page.

It's how we follow one element to the next.

Line and color direct us towards certain  parts of the design in a certain order.

In this book cover, simple shapes and  contrasting colors direct our eyes to the center. 

Then we notice a semi-circle in the  corner which represents the sun. 

Doesn't it look like the sun is poised to move  across the square or maybe out of it altogether?

There are many ways to achieve movement.

Through contrasting white on black, our eyes are  first drawn to the title of the classic book cover 

then we make our way down the page to spot the shark lurking beneath.

The empty space prompts our eyes  to move between these bold elements 

only later do we drift back up to take  a closer look at the little object. 

Will the swimmer make her escape  before the shark moves into her space?

Repetition can bring artistry to our design. 

It can make our design look consistent,  build a pattern, or emphasize our message.

Let's start with patterns.

If we take a watermelon and repeat this object  until it covers the page, we've made a pattern. 

This pattern can add texture  or provide a background. 

Repeating text will keep our design minimal. This means we can focus on the message using  

subtler elements such as color and  space to give the words their meaning.

Repetition also gives our  design a sense of rhythm. 

In the same way music gives us a predictable  beat, repetition gives us a visual beat. 

Using elements in a repeated order gives  our design a clean and well-structured look.

If something is out of  proportion, it might fall over. 

That's how we think about the  size and quantity of our elements 

and how they relate to each other.

This stops our design feeling  heavy, lopsided, or generally off.

When creating a design that features a cup of tea,  a spoon, and a book, we need to make sure the cup  

is bigger than the spoon and the book  should be the biggest object of all.

No matter how many objects or elements we  use, they should always be proportionate.

Once we have our objects  or elements in proportion,  

it's time to look at how they're balanced.

Balance is how we position  objects inside our design. 

It can also include the amount of white  space compared to other design elements.

One way to master balance is to think  of each element as having a weight.

From text boxes to images to blocks of color, consider each of their sizes, shapes, 

and what weight they have in relation  to other elements on the page.

We can also balance our elements  symmetrically or asymmetrically.

Symmetrical balance gives our  design a sense of security.

Our viewer feels safe knowing our  design has been well-structured  

and everything looks like it's in the right place.

It's safe, but can also be a bit boring.

Asymmetrical balance is where elements  are not balanced in exactly the same way.

For instance, one side of  the composition might have  

a large emphasized element that is balanced by  a couple of lesser elements on the other side.

It's still balanced, but it's not  mirrored like in the symmetrical example.

This makes it a little more  dynamic and interesting.

Unbalanced design can be its  own design technique too.

For example, when we want to make our viewer  

feel like something isn't quite right, we  make our design look unsteady on purpose.

This is great for unnerving the  viewer like on a horror movie poster.

Balance is one of the most important principles.

The final principle to discuss is alignment.

Some people suggest alignment pairs with balance. 

As by aligning elements, it can  help designs feel more balanced.

Alignment focuses on the relationships between  elements, giving structure and order to designs. 

You can have edge or center alignment. 

Edge alignment can see objects relating to  the left, right, top, or bottom of the page. 

Center alignment sees objects sticking to  the middle either horizontally or vertically  

or both if you want it right in  the middle of both X and Y axes.

Objects can also be aligned to each other  where they both sit on the same X or Y axis. 

This implies these objects have  a relationship to each other  

and therefore should be understood together.

Alignment is incredibly important if you want your  design work to feel professional and finished. 

Having objects that are not aligned to each other  makes your design look random and unplanned.

We've learned a number of design  principles in this lesson. 

Soon it will become second nature as  you work them into your own designs. 

But until then, we'll give you a reminder  of the theory you've learned today.

Emphasis is the way one  element stands out on the page.

Contrast is the difference  between two or more elements  

such as bright and dark colors  or big and small objects.

White space prevents our page  becoming overcrowded with elements.  

It's the breathing space on the  page and it can be any color. 

Movement is the way our eyes are directed  to scan from one element to the next.

Repetition can bring patterns  or rhythms into our designs.

Proportion is the size or quantity of our  design elements in relation to each other.

Balance is how we position those multiple objects  

and how we can make the overall  design symmetrical or asymmetrical.

Alignment is building relationships  between objects and the X and Y axis. 

Test out each principle in your next design even  if you're only using one word on a background.