In order for your message to accomplish a desired purpose, certain principles of design should be incorporated. Types of Balance Balance Equalizing the weight of elements In a design, Formal Balance All of the elements on the page are of equal weight Placed symmetrically on the page All design elements are centered on page Informal Balance value, size, and location of unequal elements on page are changed. Types of Contrast Contrast / Emphasis Adds variety to a designVariations of elements In the printed product Some elements of a layout standout Achieved by a difference in size, color, or appearance Round and straight, ornate and plain, broad and narrow Reverse Type Reverse type produces contrast Contrast / Color unity = Harmony Gives elements the appearance of belonging together.Organized design can be achieved by using a basic shape which is then repeated Repeating a basic shape can achieve unity. Color can connect the product to the Ad.
Red, White and Blue are the colors of the product and the Ad. Type unity Limited use of type is a good thing. The two deferent typesetters should be related. Rhythm used to create eye movement and direction Occurs when a design element is repeated Acts as a guide so the eye reads important parts of a message ; Numbers orUse numbers, symbols or pointing devices to guide eye movement. Rhythm - Z Shape Rhythm - U Shape Rhythm - T Shape Proportion Elements and or the page is in proportion, therefore unity is the result.
; ad or image proportion you have 0 2 X 3, Regular Oblong or 0 3 X 5 Golden Oblong. Line of Golden Proportion - AKA Optical Center For best The most important part of the Ad is placed 18th of the way down the page. Logo ; Many company's want you to see and understand what it represent.
