Tutorial Exercise 2

The Design Elements

(copyrighted)

1) Emphasis

• Basically is the focal point of the design; what it is based on and the subject to be highlighted or the main theme shown in the final artwork.
• Example: In this cover of a fashion magazine, the model's features, particularly her bronze complexion is emphasized through the choice of color chosen in her outfit and the overall color of the backdrop and Font.

2) Contrast

• Contrast is the juxtaposition of opposing elements eg. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical. 
  The major contrast in a painting should be located at the center of interest. Too much contrast scattered throughout a painting can destroy unity and make a work difficult to look at. Unless a feeling of chaos and confusion are what you are seeking, it is a good idea to carefully consider where to place your areas of maximum contrast.
• Example above is how the colors are carefully chosen to show the vibrancy of the blue and green against the white backdrop and black hair.

3) Balance

• Either symmetrical of assymetrical (straight or otherwise); also in choice of colors.
• Example: In the following pages, balance is shown according to the harmony of colors chosen; no color is either overbearing or overpowering the other and they are combined as such so that it is visually pleasing.

4) Alignment

• The pictures and their sizes, the text description in columns and also the headings must be placed in such a way that is easily navigated with the eyes.
• Example here are the pictures together with the text aligned carefully in columns where they are easy to read and nice to look at.

5) Repetition

• Features that are seen repeatedly through out the final artwork to show consistency.
• Example: In the following pages the orange margin is consisted in all pages and the color orange.

6) Flow

• It is the overall look and feel of the design. How every detail and content is showcased in such a way that the viewer grasps the concept behind it.
• Example: In this fashion magazine the pages clearly show us the artistry and vibrancy in colors of the pictures and text. After a page of fashion products it flips to a model in funky outwear which is the overall theme of the magazine.

-Fin-

InDesign 101

"What's important is taste and flair" 

Design Principles

1) Determine the Emphasis {main message)

2) Contrast (ie) red vs yellow

-size

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-

-shape

-color

3) Balance -symmetrical or assymtetrical

4) Alignment

5) Repetition

6) Flow either based on repetition or on balance

First three is determined during sketches

Activity Post:

Do the research on explaining your understanding on the following principles and give one example for each. 

Example. Devil wears prada emphasis

balance on cover page

alignment inside page

repetition when you have multiple pages with same feats

visit. ISSUU

Tutorial Exercise 1

Criteria:
-10 to 12 pt
-Column
-Dummy text
-Picture
-Different text, font, size, color
-Text wrap function
-Hyphenation/ Paragraph style