Digital Photography and Imaging (WEEK 6)
8 November 2023/ Week 6
Rafa Maritza Hertrian/ 0364958
Bachelor of Design (Honours) in Creative Media/ Design Photography and
Imaging / Taylor's University
LECTURE
FUNDAMENTAL PRINCIPLES OF DESIGN
Forms a framework on how to make good designs and how they can be
understood by the audiences.
Emphasis
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The factor of design that stands out draws audiences in and holds
attention
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controlling emphasis also means controlling hierarchy because not all
elements can take the spotlight.
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Think about the element that you want the audience to notice first and
also think about the order of information you want the design to be
consumed
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| Figure 6.1.1 Emphasis example (8/11/2023) |
Balance and Alignment
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How elements are placed and spaced in a design so a structure is
developed and the design organized and connected
- Different elements have different weights
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| Figure 6.1.2 Balance and Alignment example (8/11/2023) |
Contrast
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A technique to juxtapose the elements in a design to make them stand
out
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Contrast is important for accessibility as it creates clarity within a
design
- helps communication and navigation
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| Figure 6.1.3 Contrast example (8/11/2023) |
Repetition
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Usually has a bad rep but in design, it can create a brand
identity
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a single shape in isolation can be mistaken for a logo while if it is
repeated it will be a theme
- what is repeated is what is remembered
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Consistency in color palette and brand voice across multiple designs is
also a form of repetition
 |
| Figure 6.1.4 Repetition example (8/11/2023) |
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Proportion
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The size and weight of the elements in a design compared compared to
each other
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It is considered after setting up the emphasis, balance, and
contrast.
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General rule: similar elements should have similar proportions to
create a cohesive look
 |
| Figure 6.1.5 Proportion example | (8/11/2023) |
Movement
- How the eyes travel across the design
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gives a design a narrative arc, a logical start, and an endpoint
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color can subtly direct the eyes including curved or flowing
shapes
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| Figure 6.1.6 Movement example | (8/11/2023) |
White Space
- Empty bits of a design
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Adjusting the white space can help structure the balance and
emphasis
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Note: when you're done adding, ask yourself "What can I take away?"
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| Figure 6.1.7 White Space example (8/11/2023) |
PRACTICAL
Recoloring Black and White Exercise - Following Tutorial P1
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| Figure 6.2.1 Recoloring Black and white tutorial (8/11/2023) |
Recoloring Black and White Exercise - Following Tutorial P2
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| Figure 6.2.5 Recoloring black and white final practice process (8/11/2023) |
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Figure 6.2.5 Recoloring black and white finals (8/11/2023)
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