Fundamentals of Graphic Design

Formal Elements:
Line: Definition
Line Type
Line Direction
Line Quality
Shape
Texture

Principles of Design:
Balance
Emphasis
Visual Heirarchy
Rhythm 
Unity

Manipulating Space:
Positive/Negative
Illusion
Perspective

Unity

• Unity speaks to the ability to organize and define elements so that they all work together as a whole instead of an arrangement of unrelated parts.
• Unity is the goal of your composition because it allows the audience to see an integrated whole rather than a loose association of unrelated parts.
• Visual psychology studies show that viewers unconsciously look for unity in a design. If they cannot find it they will lose interest.

Gestalt is the term that is used to describe the phenomenom that occurs when a design's unity becomes suddenly apparent in the viewer's mind.

Correspondence: Unity created by the repetition of visual elements throughout a design. These can be colors, sizes, visual weights, values and etc. AN example of correspondence is the repetition of a logo on a letterhead, business card and envelope.

Grid: Subdividing the design into fixed hroizontal and vertical areas establishes a framework for organizing elements, thus creating boundaries and by extension, unity. Arranging information inside a table such as a trasin schedule is an example of the good use of a grid.

Alignment: Good alignment creates invisible lines that run throughout your design implying connections among the forms. Center aligning or left aligning elements is an example of alignment.

Flow: Also called movemenjt and is connected to the principle of rhythm. Rhythm is the established by the variation of visual elements and the space that exists between them.

previous