5 1 Design Basics THE PRINCIPLES Contrast Harmony

5. 1 | Design Basics

THE PRINCIPLES Contrast Harmony Alignment Proximity Simplicity They are important to remember. Always.

THE PRINCIPLES • Contrast One photo or area must be at least two times larger than the next largest shape. Headlines should be obviously larger than other text. • • Harmony Alignment Proximity Simplicity.

CONTRAST Paul Octaviours is a photographer and storyteller from Chicago. He created a Pantone photo series that he posts on Instagram. Notice that the Pantone swatch is the dominant element. Its size contrasts with the size of the elements around it, making it the Center of Visual Interest (CVI). Pantone Project, Paul Octaviours [IL]

CONTRAST Pantone

THE PRINCIPLES • • Contrast Harmony Every shape, color and font should be repeated at least once, usually more, on a design. • • • Alignment Proximity Simplicity

HARMONY The various ways the designer of this ad used harmony: • Color of background coordinates with eyes. • Repetition of color in font, which is in harmony with hair color. • Repetition of font. • Repetition of one-word descriptors of movie. Les Miserables Movie

HARMONY Harmony has been used in this magazine cover because of repeated elements: • Primary font • Angle of arms reflects the angle of the water slide • Color block behind “Lake & Sumpter” echoes the color in the water slide • Color in bathing suit reflects color in background. Lake & Sumpter Magazine Design by Jaime Ezra Mark

THE PRINCIPLES • • • Contrast Harmony Alignment Think grids. Think even spacing. Photos and text boxes should align even when on separate facing pages, otherwise known as a Double Page Spread. • • Proximity Simplicty

ALIGNMENT The various ways the designer of this ad used alignment: • Right-justified headline • Vertical text that aligns with both headline and yogi • Bent leg aligns with end of vertical text Lululemon

ALIGNMENT Lake & Sumpter Magazine Design by Jaime Ezra Mark

THE PRINCIPLES • • Contrast Harmony Alignment Proximity Similar ideas, concepts or topics should be closer to one another than unrelated ones. • Simplicity

PROXIMITY The various ways the designer of this ad used proximity: • Sub-headline is near headline to create a unit • “Monday” is near paragraphs of text, linking the topic to the text to follow. • Graphics from left page overlap onto right page, linking them as a unit. Design by Liz Rankin, Graphic Designer

PROXIMITY Designer of this ad used proximity: • Rail of white space between body of website and sidebar or videos clearly makes them separate units. • Proximity of videos on right side makes them a visual unit. • The proximity of “Submit a video” and “$71, 348. 30 raised” helps to quickly define the idea for viewers. • Arched rail of white space separates headline from the content below it. Projectforawesome. com Design by Karen Kavett

THE PRINCIPLES • • • Contrast Harmony Alignment Proximity Simplicity Unnecessary visuals and text are eliminated, no matter how much you love them.

SIMPLICITY Starbucks has made sure the ad is simple yet interesting through: • Color • Font • Simple background • Imagery • Graphics Starbucks Corp.

SIMPLICITY Heinz has made sure the ad is simple yet interesting through: • Color • Font • Simple background • Imagery • Graphics Heinz Ketchup

WHERE DO YOU SEE CONTRAST? Dominant element: shopping basket. Making the basket the dominant element emphasizes the shopping experience. If it were the same size as the other objects, our mind would first assume that it is another product to buy. Contrast: “Design for all” in size and color. The size and color emphasize the idea of accessible design in just three easy words. Target Corp.

WHERE DO YOU SEE HARMONY? Target Corp.

WHERE DO YOU SEE ALIGNMENT? Alignment: There is alignment both horizontally and vertically, making a page with many visuals look organized. Target Corp.

WHERE DO YOU SEE ALIGNMENT? Target Corp.

WHERE DO YOU SEE ALIGNMENT? Target Corp.

WHERE DO YOU SEE PROXIMITY? Proximity: Because all of the objects are spaced evenly, the viewer associates them as a unit. This diverse group of products can be found in the same retailer. We get the feeling that whether we want a bike or prescriptions, they will be easy to find in one convenient place. Target Corp.

WHERE DO YOU SEE SIMPLICITY? Simplicity: Though this ad contains many products, the message is simple both visually and verbally. The plain white background allows the products to speak for themselves, the text is spare but descriptive. Target Corp.

NAME THOSE PRINCIPLES Target Corp.

NAME THOSE PRINCIPLES Target Corp.

NAME THOSE PRINCIPLES Target Corp.