Tutorial 3_04022013

Tutorial 3: Design Principles

1. Emphasis (Dominance)

- A focal point (main messages) that draws viewer attention. 

- It is what catches the eye and makes the viewer stop and look at the image. 

- For the examples provided, designer try to blur the background or uncertainty to make the focal point stand out.

Example 1(Wisconsin Cheese, 2012)

Example 2(Otor Mag, 2013)

Example 3(Seta Part Girl, 2013)

References: 

Seta Part Girl. (2013). Jan/Feb setapartgirl online issue. Issuu. Retrieved from http://issuu.com/wisconsincheese/docs/gratepairshare/1

Otor Mag. (2013). On-Track Off-Road Issue 48. Issuu. Retrieved from http://issuu.com/otormag/docs/otor_48

Wisconsin Cheese. (2012). Grate. Pair. Share. Issuu. Retrieved from http://issuu.com/wisconsincheese/docs/gratepairshare/1

2. Contrast

- By using contrasting colors, shapes, sizes and other elements to create differences. 

- According to the image provided, Example 1 is on the focus by using contrast color.
- Based on Example 2, the object is in blue and yellow.

Example 1(Munich Sports, 2012)

 

Example 2(Acerbis, 2013)

References: 

Acerbis. (2013). Acerbis 2013 Off Road Catalog. Issuu. Retrieved from http://issuu.com/acerbis/docs/offroad_gear_2013

Munich Sports. (2012). Munich Sports Division Catalog 2012. Issuu. Retrieved from http://issuu.com/munichsports.com/docs/munich_sports_2012

3. Balance

- The equalization of overall (weight, attention and various art element) in an image of design. 

- Types of Balance: 

a) Symmetrical Balance- a formal arrangement on either side of a central axis line. 

b) Asymmetrical Balance- an informal arrangement of object by putting different shapes, colors, textures and other element on either side are weighted than another side. 

- Based on Example 1, the circle box is in the center and around with the picture.
- From Example 2, the top part and bottom part is balance.

Example 1(Transparency International, 2012)

Example 2(Asian Paints, 2011)

References: 

Asian Paints. (2011). Royale Play Special Effects Paints. Issuu. Retrieved from http://issuu.com/asianpaints/docs/royale_paly_special_effect

Transparency International. (2012). Corruption Perceptions Index 2012. Issuu. Retrieved from http://issuu.com/transparencyinternational/docs/cpi_2012_report

4. Alignment

- Keeping of related objects in line. 

- Example 1, the picture is alignment to the left or right of the pages. And the words are all align to the left.
- Example 2, the displays is in a line. The words are all align to justification.

Example 1(Jubilee Manifesto, 2013)

Example 2(Acerbis, 2013)

References:

Acerbis. (2013). Acerbis 2013 Off Road Catalog. Issuu. Retrieved from http://issuu.com/acerbis/docs/offroad_gear_2013

Jubilee Manifesto. (2013). Jubilee Manifesto. Issuu. Retrieved from http://issuu.com/jubileemanifesto/docs/jubilee_manifesto

5. Repetition 

- Consistency of the work. 

- 4 of the images attached, are using the same font types, font sizes, background as well as the way they present the ideas. 

(Wisconsin Cheese, 2012)

Reference: 

Wisconsin Cheese. (2012). Grate. Pair. Share. Issuu. Retrieved from http://issuu.com/wisconsincheese/docs/gratepairshare/1

6. Flow

- The paths or movement that the eye follows in viewing a composition. 

- Example 1, look carefully, the ground is actually in a circle which lead us to the woman. 

- Example 2, 

Example 1

Example 2

References: 

AFLV. (2013). 2013 CFL/NBGLC Program Book. Issuu. Retrieved from http://issuu.com/aflv/docs/2013cflnbglc

Quince and Co. (2012). Circles + Dots. Issuu. Retrieved from http://issuu.com/quinceandco/docs/circlesdotslookbook

revised at 16 April 2013