22nd September, Elements of Design

22nd Sept, Elements of Design

Structural Elements with Caz

-    Organising and clarifying information

There are a number of different design elements including
  • Colour   
  •  Line
  • Shape
  • Texture
  • Space
  • Form
  • Unity/harmony
  • Balance
  • Hierarchy
  • Scale/proportion
  • Dominance/emphasis
  • Similarity and contrast


We covered the four most important elements using the abbreviation C.R.A.P……….


During the lesson, we were analysing how each of the elements are implemented into the book cover shown below.



Contrast

  •  Differences are good
  •  Placing two or more elements together will create contrast
  • Greater distance = higher contrast
  • Draws attention to an element of the design
  •  Allows important info to stand out
  • Not just about colour, differences in general e.g. relationship between title and punchline
  • Text can be sized to provide hierarchy or importance


Contrast is used with the difference in colour of the black and white along with the red. The piece may not be bright but makes a big effect as the contrasting colours are eye catching. The contrast between typeface also gives the impression that the review quote is from an outside source.

There is also a contrast in the size of the text. This can give the text different levels of importance. In this case the title is the biggest and the author then follows. This is key information that will hopefully entice the viewer as they may have heard of the title previously or they may already know the author. All these factors could lead to the book being purchased.


Repetition

  •  States that some elements should repeat throughout
  • Gives work a sense of unity makes it appear coherent and consistent
  • Typeface, colour and alignment can all be repeated
  • Repetition of colour
  • Used in magazines boldly
  • WIRED uses a number of bold colours


Repetition is used within the consistent use of the main typeface on the book cover. This creates consistency for the viewer and also makes the piece look tidy and simple.

Alignment 

Order from Chaos

  • Refers to placement of text or images on a page
  • Create order
  • Group items
  • Good alignment goes unnoticed but poor alignment is “poor”


The title, sub heading and author name are all aligned together on the book cover. This keeps the important information that the reader needs to know in one area. It also allows the eye to flow naturally from top to bottom. Having the text aligned makes it aesthetically pleasing to the viewer. It is seen that good alignment goes unnoticed but when alignment is poor it is a very clear error.

Proximity

  • Closeness of design elements
  • Creates relationships between elements
  • Helps readers understand organisation and structure of info
  • Elements that don’t have a relationship should not be together as this can cause misinterpretation

Proximity is also used within this design piece to group sets of information together, helping give the audience a further understanding of the organisation and structure. Distances between text in the title, sub heading and authors name are all kept the same in order to group these sets of information together. The “New York Times’ best seller” comment is kept a different distance giving the impression that it is from an outside source.


During our afternoon lesson we started working on our Photoshop and Illustrator skills with Suzi showing what level we were currently working at. During the lesson we produced name cards using the graphics pads. 








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