Basic Principles of
Graphics and Layout
* This presentation has been compiled from references available from the Internet.
This is meant purely for educational purposes and the presenter does not claim to
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the respective brands /agencies / artists showcased in this presentation.
Topics Covered
O Through this presentation we will learn about the:
O Elements of Design
O The 8 Principles of Design
O Balance
O Optical Center
O Types of Balance
O Rule of Thirds
O Whitespace
O Emphasis / Dominance
O Contrast
O Proximity
O Rhythm, Repetition & Movement
O Proportion
O Harmony
O Unity & Variety
Balance.
O The visual weight of objects, texture, colors,
and space is evenly distributed on the
screen.
O When visiting a website, check if one side
holds the same amount of weight on the
other. The colors should also have a similar
visual weight.
Emphasis.
O An area in the design that may appear
different in size, texture, shape or color to
attract the viewer’s attention.
Movement.
O Visual elements guide the viewer’s eyes
around the screen.
Pattern, Repetition, and
Rhythm.
O These are the repeating visual element on
an image or layout to create unity in the
layout or image. Rhythm is achieved when
visual elements create a sense of organized
movement.
Proportion.
O Visual elements create a sense of unity
where they relate well with one another.
Variety.
O This uses several design elements to draw a
viewer’s attention.
The Elements of Design
Line
Direction
Shape
Size
Color
Value / Tone
Texture
A combination of these elements of Design results in what we call a “Composition” in traditional art.
For graphic design there are additional elements such as “Type” & “Graphic” which is needed to create a “Composition”
or “Artwork” – whether you are designing for Print, Web or Mobile.
The 8 Principles of Design
1. Balance
2. Emphasis / Dominance
3. Contrast
4. Proximity
5. Rhythm, Repetition & Movement
6. Proportion
7. Harmony
8. Unity & Variety
#1. Balance: Optical Center
O To understand the concept of Balance we must
understand the term “Optical Center”
Geometrically Centered Optically Centered
#1. Balance: Types of Balance
"Balance" can be achieved through either:
O Symmetric balance - Equal weights in all directions from
optical center. It produces a stable, calming effect
O Asymmetric balance - Heavier elements near the center
are balanced by lighter elements farther away
O Radial Balance - where all elements radiate out from a
center point in a circular fashion. It is very easy to
maintain a focal point in radial balance, since all the
elements lead your eye toward the center.
#1. Balance: Symmetry
O Examples of “Symmetrical Balance”:
Web Design
Traditional Art
13
#1. Balance: Asymmetry
O Examples of “Asymmetrical Balance”:
Web Design Photography
14
#1. Balance: Radial Symmetry
O Examples of “Radial Balance”:
Architecture Photography
15
#1. Balance
O Identify the types of “Balance” in the following designs:
#1. Balance
O Identify the types of “Balance” in the following designs:
#1. Balance: Rule of Thirds
#1. Balance: Rule of Thirds
Photography
#1. Balance: Rule of Thirds
Magazine Cover Design
#1. Balance: Whitespace
O “Whitespace” or “Negative Space” is the space between elements in a
composition.
Macro whitespace Micro whitespace
#1. Balance: Whitespace
No whitespace
Active Whitespace
Passive Whitespace
#1. Balance: Whitespace
O Not all “Whitespace” has to be white
Elegance & Sophistication Not-so-elegant!
#1. Balance: Whitespace
Less Whitespace = Cheap More Whitespace = Luxury
#1. Balance: Whitespace
O Using “Whitespace” to communicate more… Can you identify what the “Whitespace”
communicates through the following logos?
#1. Balance: Whitespace
O Examples of good web design using “Whitespace”
#2. Emphasis / Dominance
O “Emphasis / Dominance” resolves where the eye goes first
when looking at a design.
O There are three stages of “Emphasis / Dominance” within a
composition:
O Dominant: The object given the most visual weight, the
element of primary emphasis that advances to the foreground
in the composition.
O Sub-dominant: The element of secondary emphasis, the elements in
the middle ground of the composition.
O Subordinate: The object given the least visual weight, the element of tertiary emphasis that
recedes to the background of the composition.
#2. Emphasis / Dominance
O Examples of “Emphasis” in Advertising
#2. Emphasis / Dominance
O Identify the “Dominant”, “Sub-dominant” & “Subordinate” elements in
this Advertisement
#3. Contrast
O “Contrast” occurs when two elements in a composition are different.
O “Contrast” is NOT ONLY brought about using a stark difference in Color but other
methods as well…For example:
O it could be different colors between the text and the background color.
O It could be a heading set in a big, bold, grungy font combined with a sans-serif font
for the body text.
O It could be a difference between a large graphic and a small graphic or
O it could be a rough texture combined with a smooth texture.
O Our eyes like contrast.
O The important thing about “Contrast” is that the elements should be completely
different. Not just a little bit different.
#3. Contrast
O If used well, Contrast is attractive to the eye. One of the main reasons to use contrast in
your designs, whether for print or web, is to grab attention
#3. Contrast
O Contrast aids organization of information
#3. Contrast
O Contrast creates a focus
#3. Contrast: Using Colors
Light colors appear larger than The same color looks clearer against
dark colors on the same a dark background than it does
background. against a light background.
Any color appears more dynamic
when it is displayed against a
background of gray.
* More details on idiosyncrasies of colors in Color Theory
#3. Contrast
O What is trying to be conveyed through the use of “Contrast” in the
following designs?
#4. Proximity
O Proximity in design simply means
that objects near each other are
seen as a unit.
Ad for a Sea-food Festival
#4. Proximity
O On your web page or your business card, related
information is placed closely together and it forms a
visual unit.
#4. Proximity
#4. Proximity: Beware of the “Gestalt”
O When human beings look at a painting or a web page or any complex combination
of elements, we see the whole before we see the individual parts that make up that
whole. This idea of seeing the whole before the parts and even more the whole
becoming more than the sum of its parts is Gestalt.
#5. Rhythm, Repetition & Movement
O The recurrence of a design element coupled with a certain
order to the repetition provides continuity, flow and can be
used to provide a sense of movement.
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Regular Rhythm Flowing Rhythm Progressive Rhythm
occurs when the intervals gives a sense of shows a sequence of
between the elements, movement, and is often forms through a
and often the elements more organic in nature. progression of steps
themselves, are similar in
size or length.
#5. Rhythm, Repetition & Movement
O Repetition
The design of these samples is unified because they repeat a branding
element throughout the layout. This not only reinforces the brand, it also
unifies the design layout.
Product Design
#5. Rhythm, Repetition & Movement
O Rhythm
helps move the viewer's eye through a layout, directly or subtly. Rhythm is
usually created by repeating an element and possibly changing it slightly.
Rhythm helps deliver the message by controlling the viewer's eye movement. It
can also add "life" and interaction to an otherwise inanimate page layout.
Print
Advertisement
#5. Rhythm, Repetition & Movement
O Movement
is created by using flow and direction. It is used to denote emotions such as
restlessness, anger or happiness. The image below has a strong focus on dynamics
though the use of line and light to bring a free spirited and energetic feel to the
image of a dancer. The dynamics of the illustration makes it very easy to imagine
the dancer springing to life and moving across the page.
Illustration
#5. Rhythm, Repetition & Movement
O How would you identify “Rhythm, Repetition & Movement” in
the painting below?
Starry Night by
Vincent Van Gogh
#6. Proportion
O “Proportion” is the relationship of one part to another or to the
whole with respect to size and weight.
#6. Proportion
Wine Bottle and Cheese
by John Zacchea
#6. Proportion
Exaggerated Proportions can be used
to convey a message / sentiment
#7. Harmony
O “Harmony” is the visually satisfying effect of combining similar or related elements.
O Adjacent colors
O Similar shapes
O Related textures
#7. Harmony
O What are the elements that are giving the following designs a
sense of “Harmony”?
#8. Unity & Variety
O “Unity” and “Variety” are complementary concerns.
O “Unity” is the appearance or condition of oneness. In design, unity describes
the feeling that all the elements in a work belong together and make up a
coherent and harmonious whole. When a work of art has unity, we feel that
any change would diminish its quality.
O “Variety”, on the other hand, provides diversity. Variety acts to counter unity.
The sameness of too much unity is boring, and the diversity of uncontrolled
variety is chaotic, but a balance between unity and variety creates life.
#8. Unity & Variety
CSS Stylesheets are a good
example of how the principle
of “Unity & Variety” dictates
Web Design
#8. Unity & Variety
O Identify in what way the following Design represents the
principle of “Unity & Variety”?
Book Cover
#8. Unity & Variety
O Identify in what way the following Design represents the
principle of “Unity & Variety”?
Package Design: Tea Package Design: Energy Drink
#8. Unity & Variety
Glass Sculpture
Ad Campaign
#8. Unity & Variety
O Identify in what way the following Design represents the
principle of “Unity & Variety”?
Budweiser Beer Ad Campaign
Assignment
