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Course Insights Welcome to the new course on Visual Design Basics! Let’s have a look at what this course offers.
IntroductionCreating good design starts with understanding the basics. By applying design principles, it will not only allow you to communicate brand personality to your target users but also help you to avoid design disasters. Elements of Visual DesignThe following elements hold prime importance in design and should work in conjunction with each other. · Dots · Lines · Shapes · Color · Texture · Typography · Form · Grids · Layouts Principles of Visual DesignTo create a good visual design we shall apply the following principles to the elements of design. · Unity · Space · Hierarchy · Balance · Contrast · Scale · Dominance · Similarity · Alignment Dot A dot is the simplest element of design; it marks a position in space. It is the meeting place of two coordinates in 2-dimension or three coordinates in 3-dimension. Line A line is formed if you connect two dots. It is formed by a collection of dots. A line can be fat, thin, wavy or jagged. “A line is a dot that went for a walk” -Paul Klee Shape If you put four dots and connect them with four lines, you get a shape. A shape is basically a 2-dimensional area with a known boundary. They are the building blocks of graphic design. These are figures and forms that are used to create logos, illustrations and other innumerable elements that appear in the design. Type of shapesThere are 3 types of shapes: · · · Color
Colour is light reflected from objects and it has three main characteristics: · hue (like red, green, blue, etc.) · value (how light or dark ) · saturation (how bright or dull) · Texture · · In the physical world, the quality of the surface of an object is called as texture. It can be of two types. · Tactile Textures: Textures that you can feel and see. · Eg: Texture on a cloth. · Implied Textures: Textures that you can only see. · Eg: Texture on your phone wallpaper. Typography Typography, an important aspect of visual design, is an art/ technique of arranging letters to make written language easy to read, understand and appealing when displayed. Typography sets a mood or an emotion and when done well, helps in recognizing a brand. Form
There are mainly two types of form · Geometric · Organic Grids Grids are the foundation on which a design is made that allows a designer to organize various design elements on a page. Layout A Layout is the arrangement of visual elements in a design that looks like the final appearance of it. It is typically constructed within a grid. The layout has active and passive areas depending on the way that the eye scans it. Unity There should be a sense of unity or harmony between all the elements used in a screen or page. It should be arranged in a balanced way that it creates a sense of unity. The design should strike a balance between unity and variety, it shouldn’t be too boring or too chaotic. Space A shape used in the design is often referred as positive space (figure) and the area around it is called negative space (ground). Both are equally important design elements and brings balance to a composition. Visual Hierarchy Visual hierarchy is the presentation or arrangement of elements in a way that implies significance/importance. By setting different visual characteristics to chunks of information, a designer can influence the user’s perception of what appears in the hierarchy. Visual Hierarchy – CharacteristicsSome of the characteristics are: · ·
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Balance
· Symmetric Balance · Asymmetric Balance Symmetric vs Asymmetric Balance Symmetric balance: The elements are oriented along a common axis either top to bottom or left to right. Asymmetric balance: The elements are placed organically creating both tension and balance. Contrast Contrast is used when you want to make an element to stand out. It refers to the arrangement of visually distinct elements to create an interest. Scale
Dominance
· size · shape · color · value · depth · texture · density · saturation · orientation · local white space · intrinsic interest · perceived physical weight Similarity
Proximity Proximity helps in organizing elements. Upon grouping similar elements together or in close proximity, it creates a relationship between those elements in the viewer’s mind. Proximity gives the user, clarity, and idea of where they should start and finish reading. This can be materialized by use of point size, font, color etc. Alignment Alignment helps in creating a sharper, organized and more ordered design. It is one of the most basic and important principles of design as it helps in providing an invisible connection between the elements even if they are not in close proximity to each other. It helps to reduce cognitive load and thus brings out a cleaner look. Gestalt Psychology
The Law of Similarity The law of similarity states that all elements with similar superficial characters are perceived as a group. In the above example, we immediately see two sets of dots. The Law of Proximity The law of proximity states that the objects that are close to each other are perceived together as a group. In the above example, the second arrangement of dots is perceived as a group and has a better order and structure. The Law of Familiarity The law of familiarity states that the human brain perceives the lines, shapes, and curves and relate it into meaningful objects from the real world. In the above example, we see a man walking towards a house and not a set of lines and shapes. The Law of Symmetry The law of symmetry states that the human brain perceives visual elements as grouped when they are arranged symmetrically. The Law of Continuity The law of continuity states that the human brain prefers to see a continuous flow of design elements and not as separate objects. The Law of Common Fate The law of common fate states the humans have a tendency to group elements moving in the same direction. The Law of Synchrony
The Principle of Closure The principle of closure states that the human mind combines the visual information available to form a meaningful object rather than seeing it as individual elements. The Law of Common Region The law of common region states the elements in an enclosed region are perceived as a group. The Law of Element Connectedness The law of element connectedness states that the humans have a tendency to group connected elements. In this example, we feel the connected squares stand out when compared to rest of squares. How People Read a Page? A page will have active and passive areas. Eye tracking studies reveal that when users read a page their eye scans the content from the upper left corner. Note: Arabs and Chinese people read pages differently to Europeans. F-Pattern In text-heavy websites like blogs, the reader first scans vertically down the left side of the text looking for keywords or points of interest in the initial sentences of the paragraph. The moment the reader finds something they like, they start reading normally, forming the horizontal lines. The end result is that the pattern looks like the letters F or E and called as F-Pattern. Z-Pattern
When the eye reaches the end of the line, it moves diagonally down to left (again based on the reading habit) and repeats a horizontal scan on the lower part of the page. Z-pattern is perfect for interfaces which are simple, minimalistic and Call to Action button-centric. Gutenberg Diagram
· Primary optical area · Strong fallow area · Weak fallow area · Terminal area Fitt’s Law According to Fitts’ law, the amount of time required for a person in moving a pointer (e.g., mouse cursor) to a target area is a function of the ratio of distance to the target divided by the target’s size. Hence, longer the distance and smaller the target’s size, the longer it takes for the user to reach. Visual Design for Color BlindThese are some considerations to be kept in mind while designing an interface that also caters to the color-blind: · Use symbols along with colors · Use minimalistic approach while designing by limiting the color palette. · Use textures and patterns to show contrast. · Use a wide range of contrasting colors and not just black and white Testing a Visual DesignThe visual design of a product can be evaluated using eye-tracking. · It analyzes how the user’s eyes move around the screen. · A good visual design should draw the user’s attention towards something important to the strategic product objectives. Course Summary
· Elements of Visual Design · Principles of Visual Design · Gestalt Psychology · Visual Perception Textures that you can see but not feel are called as Implied Textures
Visual hierarchy Shapes that can’t be related to reality are called as
There should be a sense of unity or harmony between all the elements of design used in a page. True The arrangement of design elements in a way that implies importance is called as Grid
Scale Which design principle helps in providing an invisible connection between the elements even if they are not in close proximity to each other? Alignment Which Gestalt law states that the humans have a tendency to group connected elements? The law of element connectedness In Asymmetric
Grids You can touch and feel an implied texture. False Which Gestalt law states that the human brain perceives lines, shapes, and curves and relate it into meaningful objects from the real world? Law of Familiarity Which is the common reading pattern observed on websites that are not text-heavy? Z-Pattern Which design principle deals with creating the focus on a single element? Dominance Which Gestalt law states that the humans have a tendency to group elements moving in the same direction? Law of Common Fate The area around a shape in the design is often referred as Ground
Gestalt Psychology Which of the following is not a characteristic of color? Tactile
Balance A Line Which Gestalt law states that all the elements with similar superficial characters are perceived as?The Law of Similarity is the gestalt grouping law that states that elements that are similar to each other tend to be perceived as a unified group.
Which Gestalt law states that the human brain perceives visual elements as grouped when they are arranged?The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated. The brain seems to craft a link between elements of a similar nature.
Which Gestalt law states that humans have tendency to group connected elements?The law of proximity describes how the human eye perceives connections between visual elements. Elements that are close to each other are perceived to be related when compared with elements that are separate from each other.
Which Gestalt law states that all the elements?Law of Similarity. Gestalt principles or laws are rules which define the way visual elements are perceived by the human eye. ... . The human eye tends to perceive similar elements in a design as a Even if the elements are segregated, the human eye tends to view similar elements of a design as a whole picture, form, or group.. |