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CHAPTER 2
Visual Design
SARAH NUR AHMADMULTIMEDIA COLLEGE (N) SDN BHD
SARAH NUR AHMADMULTIMEDIA COLLEGE (N) SDN BHD
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Visual Design Elements
Line
Color
Typography
Form/Shape
Space
Texture
Value
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Vertical Lines
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Horizontal Lines
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Diagonal Lines
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Curved Lines
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Color
Color has an immediate
and profound effect on a design.
Types
Warm Colors
Reds, oranges, yellows
Cool ColorsBlues, purples, greens
Colors can affect how humans feel and act.
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Color
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Keep it simple
Limit number of fonts per page and per site
Use the same fonts consistently throughout the site
Make good font choices
Sans serif vs. serif
Commonly installed fonts
Mood
Readability
USE CAPITALIZATION SPARINGLY
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Font Moods
What mood does this font evoke for you?
What about this one? Is it formal? Casual?
Would this font give your page a professional look? Why or why not?
What assumptions about the content WOULD YOU MAKE FROM THIS FONT?
Can you even read what this says?If you had to read a whole page of
this, how would you feel?
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Form and Shape
The shape, outline, or configuration of anything.
Examples
Squares
Circles
Ellipses
Ovals
Rectangles
Triangles
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Form and Shape
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Space
By incorporating the use of spacein your design, you can enlarge or reduce the
visual space.
Types
Open, uncluttered
spaces
Cramped, busy
Unused vs. good use
of space
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Positive and negative space refers to the juxtaposition of figure
and ground in a composition. The objects in the environment
represent the positive space, and the environment itself is the
negative space.
white space is often referred to as negative space
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Texture
The surface look or feel of something.
TypesSmooth surface
Reflects more light and, therefore, is a more intense
color.
Rough surface
Absorbs more light and, therefore, appears darker.
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Smooth Texture
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Rough Texture
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Value
The relative lightness or darkness of a color.
Methods
Shade
Degree of darkness of a colorTint
A pale or faint variation of a color
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Visual Design PrinciplesThere are five principles that encompass an
interesting design.
Balance
Rhythm
Emphasis
Proportion and scale
Unity
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Balance
Parts of the design are equally distributed to create a sense of
stability.
There can be physical as well as visual balance.Types
Symmetrical or Formal Balance
Asymmetrical or Informal Balance
Radial BalanceVertical Balance
Horizontal Balance
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Balance
Asymmetrical or Informal Balance
Parts of the design are not identical but are
equal in visual weight.
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Balance
Radial Balance
Design Elements radiate
outward from the center.
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Balance
Vertical BalanceThe top and bottom parts are equal.
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BalanceHorizontal Balance
The left and right
parts are equal.
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Repeated use of line, shape, color, texture or pattern.
Types
Regular rhythm
Graduated rhythm
Random rhythm
Gradated rhythm
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RhythmGraduated Rhythm
The beats of the element become closer or further
apart as they move.
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Rhythm
Random RhythmThe beats of the element are random
or are at irregular intervals.
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RhythmGradated Rhythm
The repeated element is
identical with the exception
of one detail increasing or
decreasing gradually with
each repetition.
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Emphasis
Points of attention in a design.
The feature in a design that
attracts ones eye.
The focal point.
Emphasis can be achieved
through size, placement, color
and use of lines.
The most personal aspect of a
design.
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Proportion and Scale
Comparative relationships
between elements in a design
with respect to size.
3:5 ratio is known as theGolden Mean.
Scale
The proportions or size of
one part of the image in
relationship to the other.
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Unity Unity is applying consistent use of lines, color, and texture
within a design.
To be harmonious.
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Unity
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