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Unformatted text preview: Advertising by Design Chapter 7 Design Principles Will the real principles of design please step forward... Lots of people make lists. Sometimes they get it right and sometimes they dont. It probably isnt really that big a deal, but the list below are normally considered the principles of design. This chapter from ABD mixes in a lot of other graphic design terms that are normally consid- ered Elements of Design. Keep them separate. This outline covers the concepts in your book. Ive grouped all of the principles at the beginning and then grouped a rundown of their ele- ments at the end. The standard principles of design include: Proportion Balance Emphasis (aka contrast) Rhythm (aka direction) Unity (aka harmony) Proportion A lot of concepts that relate to this are mentioned in the Visual Hierar- chy section on page 130. Proportion is often used to describe the Golden Rectangle, Golden Mean, or Golden Proportion. A long time ago people determined a perfect proportion for objects to be used in architecture and art. Where did they come up with this? From looking at objects (that arent all that perfect) found in nature. For design work, this one works very much in the background as a setup device. Two equal-sized objects are hard to look at. In some ways, they create tension because people want to see an order to something. Dont be confused. Tension between two elements on a page or a slight incongruence between your headline and visual can be a good thing. But tension because the reader doesnt know which of two objects to look at first is a mistake. (Theres a big difference between finding a way to keep a reader on a page longer if thats your goal and forcing your reader to stay on the page longer because they are confused by the design. Proportion implies difference between objects and this is crucial in creating a Visual Hierarchy. For us, this basically means dont split your page in half, either vertically or horizontally. Something has to be bigger, and then something has to be smaller, and then often things need to be varying sizes of medium. The only time when youd want equal proportions of objects is if you were trying to show the 9 reasons for X and you didnt want to pre- sume to guess which reason they might find more compelling. I would suggest this is wrong. Take a stand. Even an online or print catalog rarely has every one of their products at an equal size. At least one thing is dominant on the page. Maybe that thing is the most popular or the standard by which everyone judges that product category. Maybe its the thing this company specializes in. Who knows, but again, they rarely play up all items they carry with the same weight....
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