Thursday, 7 February 2013

Tutorial 2 - Design Principles

1. EMPHASIS

One method used to attract attention in the design of a page or work of art is 

the use of emphasis. An  emphasis draws your attention to the most 

important element on the page.There  are several techniques used to 

emphasize the most important object on a page.


 Example of Emphasis :



Source: http://issuu.com/ivyandaster/docs/f13_lookbook

This is a front cover of catalog called Bridesmaid, Ivy & Ester Fall 2013. 

Looking at the cover, the emphasis is on the massive vintage grand necklace 

the model is wearing around her neck. Looking closely, the necklace is made 

to stand out as the model’s top part is bare. The background of the cover is 

pale with the title of the catalog being in small font on the top left corner not 

grabbing too much attention to give focus on the necklace.


2. CONTRAST 

A principle of art, contrast refers to the arrangement of opposite element. The 

elements of contrast are size, tonal value, typeface, shape and color. The 

colors white and black provide the greatest degree of contrast. 

Complementary colors also highly contrast with one another.


Example of Contrast:



Source : http://issuu.com/sblondecreative/docs/feb-mar_2013

Taking a first glance at the magazine, one would look at the title of the 

magazine which is 'Smart,Blonde and Crafty'. However, the contrast of the 

magazine would be the colorful shades of flowers which stands out the most 

on the magazine. Besides that, the colorful flowers are the only object that 

stands out from the black and white background, thus, color is one of the 

elements. Next element would be shape. The round flowers seems to stand 

out while having title of the magazine being aligned in square shape.



3. BALANCE

When objects are of equal weight, they are in balance. It is an important 

element in designing a magazine. The balance of a magazine should usually 

be according to the movement of one's eye-flow. The two types of balance are 

symmetrical and asymmetrical balance. 


Symmetrical Balance

-Symmetrical balance is mirror image balance. It is also known as formal balance.


Example of Symmetrical Balance:




Source: http://issuu.com/poufmag/docs/pouf_3



Asymmetrical Balance

-Asymmetrical balance occurs when several smaller items on one side are 

balanced by a large item on the other side, or smaller items are placed further 

away from the center of the screen than larger items. One darker item may 

need to be balanced by several lighter items.


Example of Asymmetrical Balance:



Source: http://issuu.com/beyondthecamera/docs/btcmag_issue01_13


Although asymmetrical balance may appear more casual and less planned, it 

is usually harder to use because the artist must plan the layout very carefully 

to ensure that it is still balanced.Looking at the image above, the 

asymmetrical balance is seen as one page has a smaller image and more text 

and it is balanced by the placement of the image of a flower, which covers the 

whole right page.An unbalanced page or screen creates a feeling of tension, 

as if the page or screen might tip, or things might slide off the side, just as 

the unbalanced balance beam would tip to one side.




4. ALIGNMENT

Alignment is one of the most basic and important principles of design. It 

allows us to create an organisation among elements. Having proper alignment 

makes it easier for readers to read a page as it will appear more organised. 



Example of Alignment: 

Source: http://issuu.com/aareced/docs/feb-mar_2013


According to the page above, as u can see the designer as aligned the text 

neatly according to two columns. Each subheading is aligned well following 

the description which is just below the subheading. The picture in the 

magazine above us aligned with the text as well. 



5. REPETITION

Repetition strengthens a design by tying together individual elements. It 

helps to create association and consistency.


Example of Repetition : 


Source: http://issuu.com/fermliving/docs/fermliving_ss13_katalog

According to the image above, there is a form of repetition. Although the 

background of the page is in pale white, the repetition of cushions, table 

runners and lights make the whole page stand out and grab the viewers eye. 

The consistent repetition of an element is widely used in multi-page 

documents & websites. Elements can be as simple as color, shapes, typefaces 

or even texture. The same color is repeated according to the object as well.



6. FLOW

Flow carries the viewer's eye through the document in a way that all the 

important elements receive priority in reading. A flow is sort of a guide to a 

reader on how to read according to sequence. 


Example of Flow: 

Source: http://issuu.com/theweddingnotebook/docs/theweddingnotebook_jan_13?mode=window&pageNumber=1

The page above is accordance to flow. When a reader reads, the title of the 

article would come first, following with the text where the questions are 

highlighted which gives readers a guidance on reading the question first 

following to the answer. The article above is clear with flow.


~ In conclusion, the 6 principles of design are important elements to follow as 

it works hand-in-hand in order to create a good magazine.



REFERENCE :

Web Design for Instruction. (1999). Classic Graphic Design Theory Principles of Design: Emphasis.
                 Retrieved February 6, 2013, from         
                 http://www.usask.ca/education/coursework/skaalid/theory/cgdt/

Basic Principles of Design (2012) Retrieved Februaru 6, 2013, from
               http://webdesign.about.com/od/webdesignbasics/p/aaemphasis.htm

Researching Art. (2013). Principles of Design. Retrieved February 5, 2013, from
                 http://www.canleyvale.hs.education.nsw.gov.au/Winning%20websites/art/pod.htm





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