Ch 1

\r\n

Six Design Principles:

\r\n

1. Emphasis-most importsnt stuff in front

\r\n

2. Contrast-visual stuff separated

\r\n

3. Balance-things on page visually appealing

\r\n

4. Alignment-visual connection of text and pics

\r\n

5. Repetion-repeating visual elements to establisha cohesive design

\r\n

6. Flow-path of movement person follows through a page

\r\n

Aslo important is the idea that you need to rough out a bunch of different ideas because you will probably take a bit from many of them to get a finished product.

\r\n

Ch 1

\r\n

Ch2

\r\n

What is Emphasis? and Why use it?

\r\n

It helps reader to pick out the most imprtant stuff and make it more interesting.

\r\n

Visual hierarchy- arranging things on a page according to their order of immportance and get rid of anything that doesn\'t matter.

\r\n

Focal points- were the eye goes first

\r\n

Accents- support the focal point

\r\n

limit the content- too much and message can be lost

\r\n

emphasis techniques include - Biggest- Boldest- Brightest- Setting Type (use italics)- Visual effect (Texture or font)- boarders- color change- centering- Spacing between topics

\r\n

don\'t over use emphasis

\r\n

Ch 2

\r\n

Ch3

\r\n

Contrast is one of the easiest and quickest ways to give your reader a visual treat and to draw attention to the page. Contrast helps to keep things from looking too much alike. Contrast helps to creat a focal point.

\r\n

Ways to achieve contrast:

\r\n

Combine small and large things on a page

\r\n

ALL CAPS next to all lowercase; decorative letter styling next to plain

\r\n

Thick next to thin

\r\n

warm colors next to cool colors

\r\n

Vertical Columns broken by horizontal elements like headlines or even a solid line.

\r\n

Important to stress the difference in visual elements. Contrast is all or nothing.

\r\n

Ch3

\r\n

Ch4

\r\n

Visual Weight is the illusion of physical weight.

\r\n

Symmetrical Balance visually identical on both sides.

\r\n

Asymmetrical Balance has words, phrases, and graphics arranged unequally on either side of an imaginary axis, yet the focus is still on achieving balance.

\r\n

Finding the right size for everything is immportant. Deciding what the right size is can be tough, so practice alot to get it right.

\r\n

use of White Space can help stricka batter visual balance.

\r\n

Need to take into account the sequence in which readers will look at the page and what you want them to see first.

\r\n

Be careful with color. Color attracts attention but you need to spread it out so it doesn\'t get pushed into one \"clump\".

\r\n

Just because an image is unbalance doesn\'t mean that your page will be unbalanced too.

\r\n

Ch4

\r\n

Ch5

\r\n

Pages seem more organized when you vizuallyconnect elements such as typr and graphics with other elements on the page. You can do this by picking a consistent text alignment by lining up edges of elements.

\r\n

When trying to figure out alignments of elements on the page a grid is a good place to start. It is a skeleton of a design. Without a grid designing each page becomes a major design event and a major waste of time.

\r\n

Use a grid for multiple page projects that you may work on in the future.

\r\n

Without a grid pages lack alignment and unity and can seem disorganized.

\r\n

Four Basic Text Alignments: 1. Flush left, 2. Flush Right, 3. Centered, 4. Justified

\r\n

Try to avoid visually distracting rivers of white space when using justified type.

\r\n

Group related items together on a page like logos with addresses, telephone numbers with fax numbers, and time with date information.

\r\n

Avoid the temptation to spread information all over the page.

\r\n

The principal of alignment is used to organize pages into coherent, orderly messages. Establishing a consistent visual alignment on a page helps declutter the page and reinforces a professional appearance.

\r\n

Ch5

\r\n

Ch6

\r\n

Repetition requires that the designer deliberatly seek out and apply visual elements to a page. Repeating visual elements does not mean that the elements need to be identical.

\r\n

Unity is achieved when all of the visual elements on a page look as if they all belong together.

\r\n

Gestalt is a term used to refer to a structure, configuration, or layout whose specific properties are greater and more unified that the simple sum of the its individual parts. Designers use visual principals from Gestalt theory to help unify their designs. the most visually important are:

\r\n

Figure/Ground - figure is the perception that helps us visually identify objects, conversly ground is usually the background \"negative\" field that the figure is set against.

\r\n

Proximity - spacially located items seem grouped together merely because of the closeness they have to each other.

\r\n

Closure - the tendency of the eyes and the brain to fill in gaps to make something more identifyable.

\r\n

Continuation - the eye seeks relationships between shapes and the eye follows along a line, curve, or sequence of shapes even when lines cross over negative or positive shapes.

\r\n

Similarity - visual elements are percived as part of a group to make an image. For example a bunch of dots in the form of a number.

\r\n

Be careful of OVERUSING a single repeating image to the point of clutter. Overusing or repeating a single thing too much can cause visual clutter and reduce the readability of a page.

\r\n

The power of repetition lies in its ability to tie otherwise separate elements together.

\r\n

Ch6

\r\n

Ch7

\r\n

Flow sis the visual and verbal paths of movement in which the reader\'s eye tracks through a page or design. A page with good flow will lead the reader from one element to the next easily.

\r\n

You will never be able to control how all readers will view a page. However, understanding the principles of flow give you a better chance of influencing how your message is recieved.

\r\n

You need to first determine your intended message. Once that has been established you can visually establish the order in which text and images will be presented.

\r\n

There are two halves of the principle of flow: verbal and visual. Verbal Flow is the order on which the viewer reads the text on the page. Visual Flow is the order in which the viewer looks at the images and graphics on the page. The best designs use both types of flow amd integrate them together.

\r\n

Good communication relies on good verbal flow. If it has good bverbal flow it has good logic to it, and this makes it easier for the reader to follow and understand.

\r\n

The best way to achieve good flow is to set up a typographic master plan and to stick to it. A master plan includes: typefaces, sizes, and colors you plan to use for the headlines, subheads, body copy, picture captions, or pull quotes; charts and graphs; and the column widths, alignment scheme,a nd margin spaces in you document. Planning ahead will give your design more unity and seem more consistent.

\r\n

Visual flow is the order in which the viewer looks at the images on the page. On pages where there are both text and images the viewers eye tracks in a backward \"S\" pattern. Even somthing as ordinary as an arrow can be used to direct the viewer\'s attention to lead the viewer down the page. If you want the reader to see something in a specific order you should number it.

\r\n

Flow is not limited to just one page at a time it should be considered in projects with multiple pages as well. The key to success of flow in multi-page documents is simultaneous use of the principle of repetition. Repeating visual elements sets up a sense of unity and gives you something to spread around the page to enhance the flow in the pages. The eye is attracted to naturally repeating elements. Through careful placement of visual elements on the page you can gracefully lead the viewer through your designs and present information in a controlled order.

\r\n

Ch 7

\r\n

Techniques to Enhance Verbal Flow:

\r\n

- Place headlines near their articles.

\r\n

- When articles flow onto other pages, keep text treatment consistent.

\r\n

- Use columns that are not too wide or too narrow.

\r\n

- Avoid extra-wide leading or solid leading in body copy

\r\n

- Keep listed items together

\r\n

- Place quotes on the page with the text they reinforce, instead of several pages over.

\r\n

- Keep captions withpictures and statistics with charts.

\r\n

- Place linked columns of text next to each other, instead of intermixing the columns of text from two or more different articles.

\r\n

Ch7

\r\n

Ch9

\r\n

Color automatically attracts more attention than pages that are only in black and white. Color is more than a visual perception. It can influence mood and can have symbolic meaning.

\r\n

Color meaning changes between cultures, so be careful what colors you use if creating something for a wide viewing audience. Especially those in other countries.

\r\n

Colors that are displayed on a screen are often not the same as colors that get printed out. This is because monitors mix three colors (Red, Green, and Blue). While most printers use four colors (cyan, magenta, yellow, and black).

\r\n

Color rule of thumb is that the color of the type should be at least 50% different than the color background for reading ease.

\r\n

Colors are considered Warm - Cool - Neutral.

\r\n

Warm colors = red/ yellow/ orange
Cool colors = blue/ green
Neutral colors = tan/ brown/ gray

\r\n

Neutral colors are colors that are influenced toward the warm or cool range depending on their proximity to other colors.

\r\n

Tips for using color

\r\n

use color to attract attention
pick colors that work with the design
Redirect attention with bright colors
Use colors consistently to help organize the page
use a lot of contrast between colors to make more legable
Limit the number of colors on a page until you become more comfortable using them.

\r\n

Ch9

\r\n

TWC301