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1.01 Understand typography, multiuse design principles and elements. Multiuse Principles of Design

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1.01 Understand typography, multiuse design principles and elements. Multiuse Principles of Design1Multiuse Principles of DesignUsed to arrange the elements of designCan have an impact on the effect of the designBalanceContrastUnity/HarmonyScale/ProportionDominance/Emphasis2BalanceThe arrangement of elementsThree types:SymmetricalAsymmetricalRadial

3Symmetrical BalanceElements are centered or evenly divided both vertically and horizontally

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Asymmetrical BalanceOff-center alignment created with an odd or mismatched number of elements.

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ExamplesRadial Balancethe elements radiate from or swirl in a circular or spiral path. 8Examples

ContrastEmphasizing the difference between elementsCreates interest and excitementExamples: red and white, squares and circles, rough and smooth textures10

Unity/HarmonyAll of the design elements are consistent with each other in shape, style and color and consistent with the overall messageHelps the reader understand the whole messageCan be achieved through repetition/consistencyExamples:Using consistent font scheme or repeated shape throughout Using lines to connect13Example

Repeated shapes throughout14Example

Consistent font scheme15

Repetition/consistency in headings, subheadings, and font schemeUnity/Harmony exists with color choices and images16Scale/Proportionthe relationships between the sizes of various elementsCreates visual impact and aids readabilityExamples:Headline larger than body textExaggerating the size of a design element

17Example

18Dominance/Emphasisthe first element the eye sees; the focal pointGets the viewers attentionAssures the viewer starts in the correct orderExamplesSplash of colorShocking image or text

20Design CompositionsThese concepts will help you arrange elements and use design principles effectivelyGridsRule of ThirdsOptical CenterZ - PatternGridsThe use of columns/rows in designUsed frequently in print and web design

Copenhagen Art Festival Web PageThe Rule of ThirdsSplitting an image or design into thirds, so you end up with 9 equal sectionsPlace the focal point along a line or where the lines intersect

Rule of Thirds

Optical Centerthe spot the eye first sees when it encounters a pageslightly above and to the right of the actual centerPlace the most important design element here.

Teacher Note: Look through magazines to find advertisements that illustrate the Rule of Thirds, Optical Center and Z-pattern and use these to illustrate these concepts to your students.Z Patternthe pattern theeye follows when scanning a page.Place important elements along theZ-pattern.

123ZOptical CenterZ-PatternThink Pair - Share

Have students review the design pictured here. Steps:Students will think about the design principles present in this design.Students will pair with a neighbor to discuss their thoughts.Students will share their thoughts with the class. Teacher will facilitate this discussion to make sure students understand the concepts.27

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