GRAF 1031 – Week 1: Web Graphics

Design Principles | Web Colours | File Format/Resolution | Fireworks basics

Design Principles

All designs have certain basic elements or building blocks chosen to convey the message — beyond the actual words or photos used. How we place those items on the page determines the structure of our designs and affects the overall readability and determines how well our design communicates the desired message. The principles of design govern that placement and structure.

Balance
Visual balance comes from arranging elements on the page so that no one section is heavier than the other. Or, a designer may intentionally throw elements out of balance to create tension or a certain mood.
symmetrical balance | asymmetrical Balance | radial balance | other balance

Proximity / Unity
In design, proximity or closeness creates a bond between people and between elements on a page. How close together or far apart elements are placed suggests a relationship (or lack of) between otherwise disparate parts. Unity is also achieved by using a third element to connect distant parts.

Alignment
How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read, foster familiarity, or bring excitement to a stale design.

Repetition / Consistency
Repeating design elements and consistent use of type and graphics styles within a document shows a reader where to go and helps them navigate your designs and layouts safely.

Contrast
In design, the choice between position, colour and scale can all create contrast in design.

White Space
Designs that try to cram too much text and graphics onto the page are uncomfortable and may be impossible to read. White space gives your design breathing room.

Design Principles | Web Colours | File Format/Resolution | Fireworks basics