Principles of Visual Design LCC 2720 Instructor: Brian Schrank Intro to Design

1. Principles of Visual Design LCC 2720Instructor: Brian Schrank Intro to Design

2. What is Design?

3. Design is a plan for arranging elements in such a way as to accomplish a particular purpose. -Charles Eames

4. Architectural Design

5. Children’s Book Illustration

6. Design is like Beauty Beauty—the adjustment of parts so that one cannot add, subtract or change them without impairing the harmony of the whole. —Leon Battista Alberti

7. Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away. —Antoine de St-Exupery Design is like Beauty

8. Soooo... is design like art, then?

9. Absolutely Not!

10. Absolutely Not! Art is broader than design. Art questions its own purpose. Design only serves a purpose.

11. Soooo... art is… um, crap?

12. Art is broader than design. Art questions itself. Art breaks design rules.

13. Art Design

14. Art breaks design rules. William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing...But he was a brilliant artist in his ability to transcribe his vision.

15. Art breaks design rules. William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing...But he was a brilliant artist in his ability to transcribe his vision.

16. Art breaks design rules. William Blake was a sloppy designer with awkward compositions and distracting choices of cropping and framing...But he was a brilliant artist in his ability to transcribe his vision.

18. Design is about clearly leading the audience toward your predetermined conclusion.

19. Good Design versus Bad Design

20. Good Design versus Bad Design Good Design Achieves its Objective Bad Design Fails its Objective

21. Good Design versus Bad Design Good Design Achieves its Objective Bad Design Fails its Objective

22. Good Design is Relative to Audience

23. All Design Serves a Purpose—although its purpose will vary:

24. All Design Serves a Purpose—although its purpose will vary: Austerity Majesty

25. What are the rules of design?

26. Basic Rules of Design: • Contrast • Repetition • Alignment • Proximity

27. Basic Rules of Design: • Contrast

28. Contrast

29. value hue shape orientation Tools for Contrast texture position size

30. Contrast

31. Line Contrast

32. Which uses Contrast Better?

33. Degrees of Contrast Simple Contrast Complex Contrast

34. Thinking about contrast Avoid elements that are merely similar :

35. value hue shape orientation Thinking about contrast When adding an element think: “Should I vary this element? If so, how?” texture position size

36. Thinking about contrast When adding an element think: “Should I vary this element? If so, how?”

37. Contrast is the most important rule to master.

38. Basic Rules of Design: • Contrast • Repetition

39. Repetition Repetition brings ORGANIZATION, STRUCTURE, and UNITY. value hue texture shape position orientation size

40. Repetition

41. Repetition

42. Repetition = Continuance

43. Repetition = Continuance

44. Repetition creates Texture

45. Repetition “Drains” Meaning

46. Connotation of a dot. Even ONE tiny thing behaves like gravity, attracting the eye with extreme force.

47. Connotation of a dot. Even ONE tiny thing behaves like gravity, attracting the eye with extreme force.

48. With a little repetition… the dots dance around like dust or insects...

49. Basic Rules of Design: • Contrast • Repetition • Alignment

50. Alignment Do not place elements into your design arbitrarily. Placement has meaning. Like Repetition, Alignment pulls Structure together.