STCM 10300 Lecture Notes - Lecture 10: Graphic Design, Web Development, Web Design
15 Nov 2016
School
Department
Course
Professor
Document Summary
Intelligent and logical arrangement of visual elements in order to create clear communication: to advertise, to market, to train, to persuade. The overarching principle of visual design is composition: organization of elements, combining district parts to form a whole. Balance; proximity; alignment; repetition; contrast; white space. Designs are made from individual elements, but seen as a whole. Logos, icons, and symbols are designed to be statically balanced. Equal distribution of visual weight: weight is determined by size, darkness/lightness, and thickness of lines. Symmetrical balance: even distribution of elements from left to right, top to bottom, etc. Asymmetrical balance: arrangement of unlike objects of equal weight on each side of the page. Color, value, size, shape, and texture can be used as balancing elements. Continuation: what moves your eye along a page or through a composition. Where do you look first? second? etc: graphic hierarchy, print ads are usually set up in a z pattern.
